In her presentation, Tisha Jones, Senior Manager Global Marketing at the Society of Petroleum Engineers, shares the many benefits of using marketing automation, how to attain stakeholder buy-in, and how to enable your company to achieve success with the software.

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Marketing Auto-what?
Marketing Automation - A How-to Guide for the Absolute
Beginner
Tisha Jones
Senior Manager Global Marketing, Society of Petroleum Engineers

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Who we are
• Global professional society
• 124,000 members in 113 countries
• Serve individuals working in the upstream
exploration and production industry

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Our situation
• Very old email system
• Unique idea for using marketing
automation

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Enough about us…let’s get ready to roll!

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How to assess if you are ready
• Do you have a vision of a better way of
doing things?
• Do you understand what marketing
automation does?
• Are you ready to empower your “process”
side?
• If yes… then go for it!

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How to sell the idea to management
• It’s marketing automation…not marketing
autopilot.

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Tips to help you sell it
• Show a vision of a better way
• Know the terminology and the basic
concepts
• Be realistic and don’t oversell it
• Use data to demonstrate the problem
• Anticipate your roadblocks and be ready for
them

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How to decide on the tool
• Take the tool out of the discussion
• Focus on what you want to achieve
• Rank/prioritize desired aspects
• Build RFP around them
• Have a solid recommendation message to
management

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How to not freak out once the
agreement is signed
• Breathe. You can do this.
• Shift into process/project management
mode
• Get others to help you
• Get a timeline ready
• Breathe. You can do this. Really.

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Your roadmap to getting started…

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Tips to get started
• Document EVERYTHING
• Create a User Guide
• Don’t try to do everything all at once
• Pull staff along with you
• Be prepared to train and retrain

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How to onboard it…jump on in!
• Don’t wait until you have all the info you think
you need

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Implementation…get help from others!

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Tips for Implementation
• Be ok with 80/20. Perfection won’t happen
• Have a plan and get input
• Start the dialogue early
• As you build your knowledge, SHARE IT

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How to get equipped
• Homegrow your talent and learn with them
• Have a vision of what to accomplish – not
what to do
• Engage staff who are impacted
• Make time to engage
• Keep lists of issues, action items
• Change course if needed

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How to recognize your successes and enjoy
the ride
• Cost
• Time
• Quality

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Successes – Present and Future
• USD 250k savings in marketing staff time in
the first year alone
• Brought a function home to the right
department
• Making the most of the leads we have
• Increasing engagement levels – critical for
retention

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Q&A
Tisha Jones
Senior Manager Global Marketing, Society of Petroleum Engineers