The document discusses how most organizations have yet to fully automate and integrate their marketing functions, with only 23% using an integrated marketing platform. It emphasizes that next generation email is about more than just email and requires seeing the customer's full journey. The key is to start simply, plan integration carefully, focus on messaging and testing, and evolve capabilities over time through modular additions. Proper change management is also vital to ensure tools are used effectively and teams follow necessary processes for campaign planning, data inputs, and lead management.

1. ‘Next generation email’

2. The future looking pretty cool...

3. • The future should be familiar (we’re still the same old people!)
• The future should be smart
• The future should be labour-saving

4. But are we there yet?
• 89% of organisations still struggle with
automating the marketing function.
• Only 23% indicated they used an
"integrated marketing platform" that
centralised the marketing management
and customer engagement capabilities in
one solution.
• Best-in-Class were 4.7 x more likely than
their peers to use an integrated solution
that automated both marketing
management and customer engagement.

5. And in trying to make the automated and accountable future of
marketing real without understanding how to use the tools, we tend to
feel more enslaved, not liberated.

6. Many B2B vendors are still…
• …not actively segmenting
• …not testing
• …not using automated triggers
• …not using lead scoring
• …not integrated with SFA or CRM
• …struggling with disparate data sources and processes

7. So, how do we get back to the future?

8. Understand the core principles

9. Then look at the tools

11. THEN work out your own flight path

12. Critical: Integration
• The best planned campaign in the world won’t succeed if
there are major internal communication challenges.
• Success is as dependant on change management,
continual education, marketing and sales alignment as it
is on any tool.
• …Also, next generation email isn’t just about email. The
faster organisations move to customer-centric
engagements (not starting with the channels or products)
the faster they will succeed. Email is only a (limited)
channel.

13. Journey vs. Campaign
• Change in marketing
mindset from one shot
campaign to long term
buyer journey.
• Focus on the customer
vs. campaign.
• Advisory skills in the
marketing department
that help to create /
reinforce buyer journey.

14. Must think through data inputs and outputs
• Agility to add source
systems that will
trigger next actions.
• Planning upstream to
build proper
campaign tracking,
activity type and cell
code tracking for all
source systems.
• Creating discipline
among teams to
follow process for
data that will affect
nurturing campaigns
and processes.

15. Emphasis on planning
Non-automated
Automated
‘Effort’

16. It can feel overwhelmingly complex

17. Start simple

18. Evolve in modules

19. Then extend the sophistication...

20. Don’t forget messaging & content variations
1 1 1 1 2 2 2 2
3 3 3 3 4 4 4 4
1 2 3
Campaign 5 5 5 5 6 6 6 6
4 5 6
with 3 CTAs 7 7 7 7 8 8 8 8
7 8 9
9 9 9 9 0 0 0 0
Simple 9 cell 40 cell
variant campaign variant stage 2

21. Some of the key shifts you should expect
Tactical Strategic
Scope of Discrete campaigns Ongoing multi-channel demand generation
application and nurturing
Degree of Standalone service Integrated with client CRM and SFA systems
integration
Leads assigned by in-house marketing Aligned sales and marketing processes, e.g.
• Lead scoring
• Lead hand-off
• Lead assignment
Planning Tactical delivery to brief Collaborative strategic planning
Derived value Significant operational improvement Strategic and operational gains

22. The next generation is social…

23. OPTIMISING
‘advertising’
x x =
Targeting resonance frequency effectiveness

24. Email is very different
x x =
Targeting resonance frequency effectiveness

25. Final thoughts
1. Technology is necessary but not sufficient
2. Requires internal change
3. The story matters more, not less

26. In the right hands, these tools are
incredibly effective.
But they can also be a very efficient way
of getting bad messages in front of
prospects at critical points in their
purchase decision path.
Technology can be an enabler, but not a
replacement for insight.

27. Thank you
jtrezona@mzl.com
@J_Trezona