Houston Interactive Marketing Association
This event was held on Thursday, July 19th at Fleming’s Steakhouse.
All notes contained within are mine (notice there are no quotes next to panelist
responses) and not necessarily 100% accurate. I was listening, writing and eating
lunch. Any errors are unintentional and I encourage anyone who wants to follow up
or learn more about the subject matter to contact the speakers directly.
Moderated by:
Kelsey Ruger, Sr. Director Product Experience, P97 Networks
Speakers:
- Kashif Khurshid, Marketing Analytics Manager, Alert Logic (https://www.linkedin.com/in/kashifkhurshid/)
- Kurt Stoll, Director of Marketing Automation and Web Operations, 3D Systems (https://www.linkedin.com/in/kurtstoll/)
What is Marketing Automation?
Mallory: It’s not just an email blast. Start with with basics and build out from there.
There are many tech partners who each serve their own niche and purpose
Kurt: It's a hub within the Mar Tech stack. Not just for demand generation but to
accelerate the sales cycle while positively impacting renewals and cross selling.
Tech Stack
Kurt: Progressive profiling. Create leads and start the conversation
Kashif: Limit the number of questions on forms. 3 - 4 is optimal.
Take a couple of data points for next steps.
Marketing Automation for B2B
Mallory: Longer journey. You must understand where they are in the sales cycle.
Kashif: You need more data insights
Kurt: It is as much about the account vs the individual. Understand the account.
What are the problems in the industry and how are you solving them?
You can personalize the messaging on the web site to address specific pain points.
What do you need to have in place before marketing automation?
Kashif: Know your tech stack and be able to determine how it all fits together.
Kurt: 1 - People to create the content. 2 - What do you want to be able to report on?
Know your end goal and then work backwards.
Mallory: Marketing Automation is like the gym. You still have to do the work.
Technology is just a tool.
People Skills
Mallory: You need people who are able to adapt. It is a mind set.
Kashif: Design thinker. What fits with what? What do we do with people who interact?
Kurt: Creative thinker and writer, something else, and a technologist.
Nice to have specialists but you really have to blend skill sets.
Kashif: Someone who can break down silos and work together.
Unite creative, technology and project management.
How Big of a Team?
Mallory: 2 & ½. ½ is liaison with access throughout the company.
Kashif: 3 but you really need to get to 5.
Kurt: Work backwards. What are you trying to achieve? How do you get there?
What do you need to get there?
1 Practical Thing
Mallory: Combine direct mail and email and create an end to end campaign.
Kurt: Use marketing automation to build your value case.
For example, starting a campaign with current customers 120 days before
their license expires not only increases renewals but also contributes to
upgrades and maintenance service contracts.
Kashif: Lead scoring. Who is moving to the next phase? Is it accurate and relevant?
Kelsey: Lead magnet. Call people immediately after they have interacted
and ask them to buy.
Lead Scoring
Kashif: Ads to sales velocity.
Mallory: Determines where they are in the sales funnel.
Kurt: How do they match with other buyers?
Kashif: Forecasting.
Effects of GDPR
Kashif: Worked with vendors to be compliant and did more with opt-in.
Mallory: Prepared clients for it. Make sure that you have time stamps of
interactions.
Kurt: Opt-in and submit approval to continue to communicate with them.
Kelsey: Just make the changes. Just because it is a European thing does not
mean that it is not coming here or effect us here.
Key Goals of Marketing Automation:
Mallory: Build KPIs and track them.
Kurt: Conversion rates.
No comments:
Post a Comment