Michael McNeal and Heather Roscoe-Andersen speak Tuesday at Seattle Interactive Conference on “Marketing Automation Done Right: How is Your Customer Experience Changing to Match Your Customer’s Expectations?”
Thank you Heather for defining the discipline of marketing automation and it’s role in the customer lifecycle and journey… .she’s correct that establishing and developing your customer relationships is complicated…. Especially when you want to deliver 1:1 customer relationships at scale to thousands, millions, billions.. I am going to touch on why they are complicated, what this means to you, and how marketing automation done right can solve this. I will also touch on current and future applications of marketing automation and give you some takeaways to ponder.
– there are 3 necessary and related components for Marketing Automation to be done right Content, Data and Analytics I call it the Rule of 3. -Without any of the 3 you won’t be successful with 1:1 relationship marketing at scale Without the relevant content you shouldn't engage your customers, for risk of them tuning out or losing them all together. Without the necessary data you won’t be knowledgeable about your customers Without analytics you won’t have actionable insights - to know what content, when or how to engage with your customers Heather started off the presentation with examples of what happens when these components aren't "done right"
Content is everywhere Just look around, or better yet at your inbox. How is your content going to stand out? I will give you 2 thoughts 1) Look (deeper) inside - within your own organization….it’s likely you don’t even know what you have, let alone have it organized and accessible (usable) - Your company is constantly creating content... for your website, your social channels, product / service user guides, customer support, technical documentation, etc. - You can create exclusive content within your organization that you are likely not leveraging – take advantage of it...(Toyota Motorports) Content is also available outside of your organization • news stories, 3rd party reviews, conversations on social media • customers don’t always want to hear you talking about yourself, you must curate content
WHAT TO TELL YOUR BOSS YOU LEARNED
Your customers expect to feel as if the brand exists uniquely
for them; done right, marketing automation can do this
Remove the silos: leverage the right combination of content, data
and analytics, integrated across your entire organization
If you don’t do this, someone else will (or already is)
YOUR NEXT STEPS
• Download slides at centricseattle.com
• Take your own customer journey at the Centric booth!
• Attend part 2, tomorrow at 11:30am! Level 2, Chelan 2