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111/5/2009 Manticore Technology, Inc. – Copyright 2009. All rights reserved.
How to Avoid 10 Marketing Automation PitfallsNovember 5, 2009
211/5/2009 Manticore Technology, Inc. – Copyright 2009. All rights reserved.
Today’s Webinar
Overview
10 Reasons Marketing Automation Projects Fail
Preparing your Organization for Success
Moving Forward
Q & A
Agenda
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Speakers
Christopher DoranVP, Marketing – Manticore Technology
Jep CasteleinPrincipal Consultant – LeadSloth
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About Manticore Technology
Founded in 2001 Driving force in Marketing Automation since 2003
Six years of development & infrastructure support our customers around the globe Product delivers un-matched usability and robust power:
Configurable UI to meet your needs Lead nurturing to develop a business process Deepest CRM integration in industry
Dedicated Customer Success Manager (CSM) to help ensure customers success in developing business process
It’s about process – not technology for technology sake People Process Technology
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Customers Around the GlobeTECHNOLOGY MEDICAL & INSURANCE
FIANANCIALBUSINESS SERVICES
MARKETING
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Marketing Automation Challenge
“Only 20% of B2B marketing organizations are using a marketing automation solution today. 50% of these users aren’t using the MA solution close to their full potential.” - Jonathan Block
Vice President, Service DirectorSirius Decisions
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Beyond Technology
Marketing Automation Technology is only part of the solution. Beware of those that say “it’s so easy – just install
this” Need People, Process, & Technology As you plan marketing automation in your org,
here’s 10 pitfalls to avoid
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Jep Castelein
Jep CasteleinPrincipal Consultant – LeadSloth
www.leadsloth.com
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Unclear Prospect Profile Develop ideal lead profile Develop personas Talk to actual customer or prospects
Pitfall 1
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No Interesting Content Thought Leadership Great content is about them, not you
Pitfall 2
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Not Enough Leads Start with a minimum number of leads Continue to focus on lead generation
Pitfall 3
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Sales & Marketing Don't Get Along Collaborate on campaign design “Over-communicate” Set realistic expectations
Pitfall 4
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Lack of Expertise Analytical and creative Software skills Sales and marketing
skills
Pitfall 5
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Bad Business Model GIGO Use market feedback to validate business
model When validated, automate and measure
Pitfall 6
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Process Not Documented Avoid dead ends Focus resources on the most promising leads Respond to buyer needs
Pitfall 7
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No Board-Level Buy-in Marketing Automation requires organizational
change Many departments will be involved
Pitfall 8
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Assuming It Will Be Easy Expectations management is essential Continuous optimization required
Pitfall 9
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Failure to Define Success Choose metrics that are important to you Set goals Measure continuously
Pitfall 10
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Summary
Marketing Automation can have a major impact on the effectiveness of your sales & marketing teams
Marketing Automation is not that hard, once you know what issues to look out for.
Don’t be afraid to get started.
Key Take Aways:
2011/5/2009 Manticore Technology, Inc. – Copyright 2009. All rights reserved.
Moving forward
Think Business Process Executive buy-in In choosing a solution, does it solve your
business process needs? Beware of it’s “so easy a monkey could use it”.
Solution can be usable The business process can be challenging
Next Steps Stop by at Dreamforce. Booth 1110 Case Studies at: manticoretechnology.com
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Q& A
Q & A
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Contact Info
Christopher DoranVP, Marketing – Manticore Technology
Blog: http://blog.manticoretechnology.com/Email: [email protected]
Phone: 1 (866) MANTICORE Twitter: http://twitter.com/cdoran
Jep CasteleinPrincipal Consultant – LeadSloth
LeadSloth Blog: http://www.leadsloth.comEmail: [email protected]
Phone: 1-888-4A-SLOTH (427-5684) Twitter: http://twitter.com/jepc