5 step recipe for marketing automation readiness

Is Your Company Ready for Marketing Automation?

Bryan Ehrenfreund

Vice President of Digital Strategies

Televerde

Poll QuestionHow would you rate your organization on the Marketing Automation Maturity scale?

1. Don’t have marketing automation and not on our radar.

2. Don’t have marketing automation but we’re considering it.

3. Have marketing automation but use it only for email blasting.

4. Have marketing automation installed and are utilizing advanced functionality like lead nurturing, lead scoring, progressive profiling and CRM integration.

Market Trends

IDC predicts overall market for automated marketing will grow from $3.2 billion in 2010 to $4.8 billion in 2015.

Gartner predicts by 2017 the CMO will spend more on IT than the CIO.

3 Key Trends Driving Adoption

1. Changing buyer behaviors forced companies to change how they market and sell.

2. The 2008 recession permanently altered how companies approach revenue generation and measurement.

3. The software-as-a-service (SaaS) delivery model made the technology available to many more companies than ever before.

© 2012 Televerde, LLC

Buying Has Changed Forever

BUYER

OLD DAYS: INFO SCARCITY1960’s - Recent

TODAY: INFO ABUNDANCE

SALES REP SALES REP

4 Common Issues

#1: Lack of a Plan

4 Common Issues

#2: Batch & Blast

4 Common Issues

#3. Instant Results

4 Common Issues

#4: Diving into Technology

Building the House

The Right Mix

5 Step Recipe for ReadinessB2B Marketing Organizations Lack Risk of Not Being Prepared How to Prepare for Marketing

AutomationLead Management Process Marketing generates low-quality

leads that frustrate the sales team• Develop an integrated lead-to-

revenue management process• Lead definitions• Service level agreement• Sales & Marketing Alignment

Strategic Content Creation Messages don’t resonate with buyers’needs and just focus on products andpromotions

• Enlist help from subject matter experts in business units

• Audit the content library to ensure it’s relevant and aligned with buyer needs

• Develop a sufficient volume of content to sustain an ongoing nurturing program

• Define customer personas

5 Step Recipe for ReadinessB2B Marketing Organizations Lack Risk of Not Being Prepared How to Prepare for Marketing

AutomationData Quality Wasting budgets by marketing to the

wrong people; unable to take advantage of advanced automation of marketing

• Acquire relevant contact data for target markets

Talent and Skills Poor execution and under-performing campaign results

• Have people with the technical, marketing and data prowess necessary to establish, execute and optimize MAP-driven programs

Human Touch Poor lead quality • Validate, correct digital behaviors, and accelerate to appropriate next step

Recommendations Assess your state of readiness Don’t put technology ahead of organizational readiness Build a solid foundation Marketing Automation Motto: “Be Prepared” Think big but start small

Contact Bryan

Bryan EhrenfreundVP of Digital Strategies

bryan.ehrenfreund@televede.com

Direct: +1 480.303.7078

Twitter: @ehrenfreund

www.televerde.comblog.televerde.com

Televerde provides end-to-end marketing and sales solutions that

make B2B sales pipelines stronger and faster with maximum ROI,

while making marketing and sales executives smarter.