5. What Marketing Automation Does
AllNames
Prospect&
Recycled
Engaged
Lead
Nurturing
“The art of maintaining permission to stay in front
of your buyers as they educate themselves”
Builds relationships with qualified prospects
regardless of their timing to buy, with the goal
of earning their business when they are ready.
Lead
Opportunity
Sales
Lead
MQL
SAL
SQL
40. Barriers to Marketing Automation Success
Marketing Automation offers tremendous value to
organizations, but many that adopt MAP fail to
achieve its full potential.
• Why?
– Organization: Lack of optimized organization structure
– Usage: Not well established within the marketing org
– Skills gap: Lack of knowledge how to leverage MAP
– Limited focus: Hyper-focus on driving net new demand
vs. throughout the customer lifecycle
– Technology gap: Lack of integrated systems and future
41. 12 Demand & Pipeline Management Competencies
1. GTM Strategy & Goals: Direct,
channel, Target Account Mkting (ABM)
2. Strategic: Marketing, demand
management, content (including deep
customer insights)
3. Data and Database (what to collect)
4. Website: Microsites & Landing Pages
5. Inbound and Social Media and other
Lead Generation
6. Automated Lead Management:
Campaign design and execution
7. Tele-touch (qualify and nurture)
8. Sales and Marketing Alignment &
Integration
9. Content (fuel)
10. Metrics, Reporting and Analytics
(predictive)
11. Program and Operations Mgt.
12. Technology & Tools
Tele-touchGTMGoals,
Strategies,Plans
44. Contact Bryan…
Bryan Ehrenfreund
VP of Digital Strategies
bryan.ehrenfreund@televede.com
Direct: +1 480.303.7078
Twitter: @ehrenfreund
www.televerde.com
blog.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.