PLAN FOR 2014 MARKETING AUTOMATION SUCCESSBrian Hansford

Director – Client Services

Heinz Marketing

Tw. @RemarkMarketing

5 Planning Areas for 2014 Marketing Automation Success

Process

People

Platform

Content

Data

Marketing Automation:

Does NOT automate marketing

Does NOT magically generate revenue

Does NOT replace how humans develop relationships

Is NOT about batch and blast emails

Is NOT easy

Tools and Technology are not a Strategy

Keep the Customer at the Center

NOT the technology

Process

2014 Process ChecklistDemand Generation Strategy

Definitions of Leads and Opportunities

Customer persona segmentation

Lead management process definition

Metrics for Success

The Most Critical Resource

2014 People Checklist

Accelerates platform performance and utilizationDemand Generation TrainingPlatform TrainingAnalytics TrainingMarketing Programs TrainingContent Marketing TrainingSocial Media TrainingPlatform Administration Training

Platform

2014 Platform ChecklistSupports the demand generation strategyServes targeted content at the right intervalsSynchronized with CRMMulti-touch nurturing campaignsScores behaviors for interest and signalsWorks through multiple channels including web, social,

mobile, events, and emailData management capabilitiesAnalyticsSupported with existing people resources and capabilities

Content

2014 Content ChecklistWithout content, demand generation campaigns won’t

even get off the lineContent assets are like gold (and live longer than royalty)Content strategyMap content to the buyer’s journey of YOUR customersMix it up: One white paper won’t fuel a campaign Measure asset consumption

Data Health

2014 Data Health Checklist

The single most critical issue

for Marketing Automation in 2014Define data management standardsOpt-In and privacy policyContact governance and cadenceEmail deliverability standardsSpam complaint mitigationPhone contact standardsRecord completenessCleaning, normalizing, appending

Questions ?

Thank You!

Brian Hansford

Email: Brian@HeinzMarketing.com

Twitter: @RemarketMarketing

www.HeinzMarketing.com