My presentation on the 5 areas to plan for success with Marketing Automation in 2014. I review Process, People, Platform, Content, and Data.

1. PLAN FOR 2014
MARKETING AUTOMATION
SUCCESS
Brian Hansford
Director – Client Services
Heinz Marketing
Tw. @RemarkMarketing

2. 5 Planning Areas for 2014 Marketing
Automation Success
Process
People
Platform
Content
Data

3. 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

4. Tools and Technology
are not a Strategy
Keep the Customer at
the Center
NOT the technology

5. Process

6. 2014 Process Checklist
Demand Generation Strategy
Definitions of Leads and Opportunities
Customer persona segmentation
Lead management process definition
Metrics for Success

7. The Most Critical Resource

8. 2014 People Checklist
Accelerates platform performance and utilization
Demand Generation Training
Platform Training
Analytics Training
Marketing Programs Training
Content Marketing Training
Social Media Training
Platform Administration Training

9. Platform

10. 2014 Platform Checklist
Supports the demand generation strategy
Serves targeted content at the right intervals
Synchronized with CRM
Multi-touch nurturing campaigns
Scores behaviors for interest and signals
Works through multiple channels including web, social,
mobile, events, and email
Data management capabilities
Analytics
Supported with existing people resources and capabilities

11. Content

12. 2014 Content Checklist
Without content, demand generation campaigns won’t
even get off the line
Content assets are like gold (and live longer than royalty)
Content strategy
Map content to the buyer’s journey of YOUR customers
Mix it up: One white paper won’t fuel a campaign
Measure asset consumption

13. Data Health

14. 2014 Data Health Checklist
The single most critical issue
for Marketing Automation in 2014
Define data management standards
Opt-In and privacy policy
Contact governance and cadence
Email deliverability standards
Spam complaint mitigation
Phone contact standards
Record completeness
Cleaning, normalizing, appending

15. Questions ?

16. Thank You!
Brian Hansford
Email: Brian@HeinzMarketing.com
Twitter: @RemarketMarketing
www.HeinzMarketing.com