Marketing Automation is simple, if you believe the sales pitch from some of the software vendors. So why do most automation projects fail to deliver promised ROI benefits? Perhaps it's not all as straightforward as first thought, and there is much work to be done beyond the user training courses.
This webinar was delivered on 11 November 2013 via Brighttalk - you can listen to the full webcast on https://www.brighttalk.com/webcast/43/90421
Five Essential Tools for International SEO - Natalia Witczyk - SearchNorwich 15
Is your marketing good enough to automate?
1. Is Your Marketing
Good Enough
to Automate?
November 2013
Pete Jakob
@curdridge
www.purplesalix.com
Purple Salix
Marketing Science, Marketing Transformation, Business Impact
7. Purple Salix
“
Engage in remarkable conversations...
With the right customer communities…
“
07/11/2013
7
8. Purple Salix
“
Engage in remarkable conversations...
With the right customer communities…
In an inspiring way…
“
07/11/2013
8
9. Purple Salix
“
Engage in remarkable conversations...
With the right customer communities…
In an inspiring way…
Through the most relevant method…
“
07/11/2013
9
10. Purple Salix
“
Engage in remarkable conversations...
With the right customer communities…
In an inspiring way…
Through the most relevant method…
07/11/2013
“
Which builds relationships…
10
11. Purple Salix
“
Engage in remarkable conversations...
With the right customer communities…
In an inspiring way…
Through the most relevant method…
And creates value for both parties.
07/11/2013
“
Which builds relationships…
11
12. Purple Salix
“
Engage in remarkable conversations...
With the right customer communities…
In an inspiring way…
Through the most relevant method…
And creates value for both parties.
07/11/2013
“
Which builds relationships…
12
19. Purple Salix
1.
2.
3.
4.
5.
19
Create a clear vision
Agree Clear objectives
Obsess about Data
It’s not (Just) the Tool
Get the right skills
6.
7.
8.
9.
10.
Be Realistic
Control Scope
Crawl, Walk Run
Communicate Constantly
Plan For and Expect
Change
20. Pete Jakob
Purple Salix Limited
Email: pete@purplesalix.com
Twitter: @curdridge
Tel: +44 7710 820512
Web: www.purplesalix.com
20
Editor's Notes
I,m a B2B Marketer with nearly 30 years experience. Most was at IBM in UK, European and WW roles where I spearheaded several transformational projects around marketing process, data, nurturing and automation. I lead the team that deployed marketing automation in UK – a pilit for what is now claimed to be the largest global deployment of B2B MA on the planet.I’m also an active member of the IDM B2B Council – which is the only government accredited…
If you perform well against all these criteria you’re in a great position to get an outstanding ROI from your marketing automation projectBut if you don’t, the ROI will be delayed or diminished – so be really careful about declaring benefit delivery too earlyIn reality most MA projects I’ve seen struggle to deliver the ROI that was promised, precisely cos of this point.That’s not to say that you shouldn’t go ahead until all your marketing ducks are lined up But you do need to be clear about setting expectations.You can deploy MA software in a few weeks or monthsTransforming your marketing culture so that it exhibits these behaviours will take considerably longer.So we have choices:Fix and transform our processes and approach, or at least the most broken ones, before deploying or deploy the technology and set expectations that this is a transformation project rather than a tools deployment and that the benefits. By using the term Mktg Automation, we tend to set an expectation, particularly with those outside of marketing, that
If you perform well against all these criteria you’re in a great position to get an outstanding ROI from your marketing automation projectBut if you don’t, the ROI will be delayed or diminished – so be really careful about declaring benefit delivery too earlyIn reality most MA projects I’ve seen struggle to deliver the ROI that was promised, precisely cos of this point.That’s not to say that you shouldn’t go ahead until all your marketing ducks are lined up But you do need to be clear about setting expectations.You can deploy MA software in a few weeks or monthsTransforming your marketing culture so that it exhibits these behaviours will take considerably longer.So we have choices:Fix and transform our processes and approach, or at least the most broken ones, before deploying or deploy the technology and set expectations that this is a transformation project rather than a tools deployment and that the benefits. By using the term Mktg Automation, we tend to set an expectation, particularly with those outside of marketing, that
If you perform well against all these criteria you’re in a great position to get an outstanding ROI from your marketing automation projectBut if you don’t, the ROI will be delayed or diminished – so be really careful about declaring benefit delivery too earlyIn reality most MA projects I’ve seen struggle to deliver the ROI that was promised, precisely cos of this point.That’s not to say that you shouldn’t go ahead until all your marketing ducks are lined up But you do need to be clear about setting expectations.You can deploy MA software in a few weeks or monthsTransforming your marketing culture so that it exhibits these behaviours will take considerably longer.So we have choices:Fix and transform our processes and approach, or at least the most broken ones, before deploying or deploy the technology and set expectations that this is a transformation project rather than a tools deployment and that the benefits. By using the term Mktg Automation, we tend to set an expectation, particularly with those outside of marketing, that
If you perform well against all these criteria you’re in a great position to get an outstanding ROI from your marketing automation projectBut if you don’t, the ROI will be delayed or diminished – so be really careful about declaring benefit delivery too earlyIn reality most MA projects I’ve seen struggle to deliver the ROI that was promised, precisely cos of this point.That’s not to say that you shouldn’t go ahead until all your marketing ducks are lined up But you do need to be clear about setting expectations.You can deploy MA software in a few weeks or monthsTransforming your marketing culture so that it exhibits these behaviours will take considerably longer.So we have choices:Fix and transform our processes and approach, or at least the most broken ones, before deploying or deploy the technology and set expectations that this is a transformation project rather than a tools deployment and that the benefits. By using the term Mktg Automation, we tend to set an expectation, particularly with those outside of marketing, that
If you perform well against all these criteria you’re in a great position to get an outstanding ROI from your marketing automation projectBut if you don’t, the ROI will be delayed or diminished – so be really careful about declaring benefit delivery too earlyIn reality most MA projects I’ve seen struggle to deliver the ROI that was promised, precisely cos of this point.That’s not to say that you shouldn’t go ahead until all your marketing ducks are lined up But you do need to be clear about setting expectations.You can deploy MA software in a few weeks or monthsTransforming your marketing culture so that it exhibits these behaviours will take considerably longer.So we have choices:Fix and transform our processes and approach, or at least the most broken ones, before deploying or deploy the technology and set expectations that this is a transformation project rather than a tools deployment and that the benefits. By using the term Mktg Automation, we tend to set an expectation, particularly with those outside of marketing, that
If you perform well against all these criteria you’re in a great position to get an outstanding ROI from your marketing automation projectBut if you don’t, the ROI will be delayed or diminished – so be really careful about declaring benefit delivery too earlyIn reality most MA projects I’ve seen struggle to deliver the ROI that was promised, precisely cos of this point.That’s not to say that you shouldn’t go ahead until all your marketing ducks are lined up But you do need to be clear about setting expectations.You can deploy MA software in a few weeks or monthsTransforming your marketing culture so that it exhibits these behaviours will take considerably longer.So we have choices:Fix and transform our processes and approach, or at least the most broken ones, before deploying or deploy the technology and set expectations that this is a transformation project rather than a tools deployment and that the benefits. By using the term Mktg Automation, we tend to set an expectation, particularly with those outside of marketing, that
If you perform well against all these criteria you’re in a great position to get an outstanding ROI from your marketing automation projectBut if you don’t, the ROI will be delayed or diminished – so be really careful about declaring benefit delivery too earlyIn reality most MA projects I’ve seen struggle to deliver the ROI that was promised, precisely cos of this point.That’s not to say that you shouldn’t go ahead until all your marketing ducks are lined up But you do need to be clear about setting expectations.You can deploy MA software in a few weeks or monthsTransforming your marketing culture so that it exhibits these behaviours will take considerably longer.So we have choices:Fix and transform our processes and approach, or at least the most broken ones, before deploying or deploy the technology and set expectations that this is a transformation project rather than a tools deployment and that the benefits. By using the term Mktg Automation, we tend to set an expectation, particularly with those outside of marketing, that
If you perform well against all these criteria you’re in a great position to get an outstanding ROI from your marketing automation projectBut if you don’t, the ROI will be delayed or diminished – so be really careful about declaring benefit delivery too earlyIn reality most MA projects I’ve seen struggle to deliver the ROI that was promised, precisely cos of this point.That’s not to say that you shouldn’t go ahead until all your marketing ducks are lined up But you do need to be clear about setting expectations.You can deploy MA software in a few weeks or monthsTransforming your marketing culture so that it exhibits these behaviours will take considerably longer.So we have choices:Fix and transform our processes and approach, or at least the most broken ones, before deploying or deploy the technology and set expectations that this is a transformation project rather than a tools deployment and that the benefits. By using the term Mktg Automation, we tend to set an expectation, particularly with those outside of marketing, that