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Automation Overload - The State of Play in MA - Adam Sharp, Clever Touch
This document discusses marketing automation (MA) and provides advice for marketers. It notes that MA has become ubiquitous and is now part of the technology infrastructure of many companies. However, organizations often underestimate the level of change and investment required for effective MA deployment. The document advises marketers to view their role as translating what technology can do into tangible business benefits. It also stresses the importance of having a digital strategy and change management plan to fully realize the value of MA.
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Automation Overload - The State of Play in MA - Adam Sharp, Clever Touch
- 1. The B2B Skinny AutomationOverload The State of Play in MA Adam Sharp MD CleverTouch Marketing
- 2. On whose authority…..... Createdwith MA in mind, 300+ and counting
- 3. 1. MA isa pretty sh*tty name Marketing Automation Customer Experience & Intelligent Engagement
- 4. 2. MA isnow ubiquitous, part of the Tech Spine
- 5. “Our ability tocapture data far exceeds our ability to interpret it” Anon. 3. The case for MA
- 6. “The value ofMarketing in its most simplest form” 3a. The other reason
- 7. 4. Your roleas a Marketer is to translate what this Tech can do back into the business Fashionistas • Lead Scoring • Pref Centre • C/T’s & O/R’s Strategists • Smarter Revenue • Sales & Marketing Re-alignment • OD plan • Change
- 8. 5. Fashionistas over-emphasize the demo& purchase and underplan the deployment
- 9. 6. As aresult Organizations underestimate the amount of change involved (and the investment required)
- 10. 7. IT ISmore than an email tool…...... Consider this: If your average buying cycle is Longer than your campaigns, leaving a lot to chance.
- 11. 8. Take atip The importance of digital vision & strategy Source: Eaton @ CleverTouch CX Event 2016
- 12. 9. Most Organizationsdon’t have an appropriate OD plan
- 13. 9. Most Organizationsdon’t have an appropriate OD plan “Structure follows Strategy”
- 14. 10. You neednew skills, not typical in Marketing….......PM? Momentum is key to MA
- 15. 11. Pick theright vendor partner for you
- 16. 12. DO measurethe right stuff “Focus on Outcomes not Outputs”
- 17. 13. It isworth it?
- 18. 14. Know whatthe CEO wants from Marketing 1. Fuel the sales function- keep them happy 2. Don’t be a cost 3. Be relevant (to the business) 4. Be a radar 5. Be innovative but not fluffy 6. Own the digital agenda
- 19. 15. Be ableto….... Answer the Ultimate Marketing Question
- 20.
- 21. The B2B Skinny AutomationOverload The State of Play in MA Adam Sharp MD CleverTouch Marketing