What marketing automation companies don't want you to know. Why 3/4 of buyers don't get full value.

1. What marketing automation companies don’t want you to know

2. The #1 Challenge of Business Almost 7 out of 10 Source:MarketingSherpa

3. “Just buy our software and $’s will come.”

4. It’s not true.

5. 7 Secrets of Marketing Automation New coat of paint Content, baby, content “What do you mean our website won’t work?” Garbage in, garbage out Don’t have skills Old sales processes don’t’ work CRM changes needed Source: DemandGenReport

6. New Coat of Paint Secret: A lot bigger change than they want you to think BIG changes and not simple. It’s a long road. Requires careful planning Implementation partner more important than software Do you have in-house skills?

7. Content, baby, content Secret: You’ll need a LOT more than you have today

8. “What do you mean our website won’t work?” Secret: Your website probably needs major changes Change goal of website Was Leads/Now learning Track behavior and serve content Re-orient for customers, prospects and buyers Need LOTS of landing pages

9. Garbage in, garbage out Marketing automation requires clean data IDC “Half of leads in B2B are obsolete” Need vigilant database cleansing Huge, never-ending job De-duplication Scrubbing Creating Probably need new internal processes Secret: You probably need a LOT better data to make this work

10. Don’t have skills Secret: You probably don’t have the people or skills to make this work.

11. Old Sales Processes Don’t Work Secret: The way sales has been qualifying and nurturing leads won’t work anymore Unlearn old processes/Reinvent new processes “Without process sales will do what its always done and marketing will grow frustrated” Ardath Albee “One of the thorniest problems”

12. CRM Changes Needed Secret: You need real cooperation between sales and marketing Walls between sales and marketing need to fall Deals will flow back and forth Encompass sales, marketing, support, etc. Need much more formal processes

13. 7 Secrets New coat of paint Content, baby, content “What do you mean our website won’t work?” Garbage in, garbage out Don’t have skills Old sales processes don’t’ work CRM changes needed Source: DemandGenReport

14. What marketing automation companies don’t want you to know

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