1. Marketing Automation in 2012:
Future-Proof Your Selection
David M. Raab
Raab Associates Inc.
draab@raabassociates.com
2.
3. Seven Deadly Sins
of Marketing System Selection
1. ignoring users
2. lack of purpose
3. no requirements
4. talk only to leaders
5. let the vendor drive
6. focus on functions
7. work without experts
4. State of the Art: Abysmal
• 50% only consider one vendor
• 66% rely primarily on internal meetings
• 42% use online research
• 25% consult with in-house IT
• 19% do formal needs assessment & RFP
• 25% do pilot deployment
sources: CMO Council, Raab Associates
5. Readiness for Future: Abysmal
81% of marketers find online marketing ‘challenging’
34% of marketing budget is already online
online channels are growing the fastest
CMOs are unprepared for
• 71% data explosion
• 68% social media
• 65% more channel and device choices
sources: Penton Marketing Services, Google/Ipsos, Bizo, IBM
7. Why new buyer process
Why? •do their own research
•don’t talk to sales
•don’t talk to experts
•rely on social media
new marketing needs
•new media and channels
•new skills are rare
•tight marketing budgets
•little tech buying expertise
10. Requirements Document
• Background
• Marketing Process
• Existing Systems
• Project Objectives
• Data Sources
• Required Functions
• Use Case Scenarios
11. better selection process
•requirements definition
•vendor search
•project management
future-safe vendor
•past innovations
•flexible technology
•training and support
•non-tech education
•vertical expertise
•financial strength
•corporate culture
14. Thank You
David M. Raab
draab@raabassociates.com
www.raabguide.com
Notas do Editor
new buying process, same as every other b2b product - buyers do own research, don’t talk to sales - also don’t talk to consultants - try to use social media but it doesn’t work (good for networking, discovery, bad for tech support, detailed info)even worse because of - so many changes in channels and media, so quickly - so few people with existing skills - limited budgets and management support - so little tech purchasing expertise
new buying process, same as every other b2b product - buyers do own research, don’t talk to sales - also don’t talk to consultants - try to use social media but it doesn’t work (good for networking, discovery, bad for tech support, detailed info)even worse because of - so many changes in channels and media, so quickly - so few people with existing skills - limited budgets and management support - so little tech purchasing expertise
all is not lost…what you can do about it - already discussed requirements and vendor search, but there’s more - don’t know future needs, so need to find flexible vendor: support, education, technology, viability, industry knowledge, culture
all is not lost…what you can do about it - already discussed requirements and vendor search, but there’s more - don’t know future needs, so need to find flexible vendor: support, education, technology, viability, industry knowledge, culture
all is not lost…what you can do about it - already discussed requirements and vendor search, but there’s more - don’t know future needs, so need to find flexible vendor: support, education, technology, viability, industry knowledge, culture
- social (replacing email and search, maybe; use to gather data, identify opportunities, tailor communications, as well as push messages and track results) - mobile (now for user interface, soon for client promotions – new formats, new consumption patterns, QR codes) - video: way to create more content, is how users want to consume - coupons: deal of day for b2b consumables; expect to filter down from consumer marketing - automation: another way to get around the skills gap, to increase productivity - external data (huge source of competitive advantage; support by capturing social, compiled online behavior, public info) - analytics: rpm, optimization; way to control automation, prove value
