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Steps in planning a marketing automation project. With pirates.
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Avoiding a Marketing Automation Train Wreck
David M. RaabRaab Associates Inc.
What is Marketing Automation?
customer life stage
Scope of Customer Management Systems
retentiongrowthacquisition
service
sales
usersmarketing
Customer Relationship Management
B2C Marketing AutomationB2B Marketing
Automation
Sales Force Automation
Where Be Marketing Automation?
customer life stage
Scope of Customer Management Systems
retentiongrowthacquisition
service
sales
usersmarketing
Customer Relationship Management
B2C Marketing AutomationB2B Marketing
Automation
Sales Force Automation
X
What Is Marketing Automation?
ScopeInbound
Marketing
B2C Marketing Automation (EMM. IMM)
B2B Marketing Automation (=Demand
Generation)
CustomerRelationshipManagement
Paid search, SEO, Web site, blogging, Web analytics
x
Marketing plans & budgets x Project Management x Predictive modeling ? Web behavior tracking ? ? x Web forms / landing pages x ? x ?Email campaigns ? x x ?Multi-step programs /batch ? x x ?Analytics / reporting x x x xCRM integration x xLead scoring ? x xComplex segmentation x ?Enterprise Marketing Database x ?Contact management, opportunities, cases, call center
x
What Is Marketing Automation?program set-up
(create campaigns and components)
program execution
reporting(campaign results and other
information)
lead generation
lead nurturing
lead distribution
score/alert
WHY DO IT?
Mistakes to Avoid
How to Avoid Mistakes
Identify Goals
Define Requirements
Define Requirements
Research Systems
Test Scenarios
Check References
Consider a Trial
Make a Decision
Deploy Wisely
Final Thoughts
www.RaabGuide.com
