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Marketing Watchdog Journal
  May 2010, Issue 75

Bulldog Content Network

Manticore Technology
Featured Article
The First Truth About Marketing Automation? The Process Isn't Sexy.
Excerpt from a Bulldog Solutions and Manticore Technology Briefing Document, "Marketing Automation ISN'T Easy (And Five Other Truths BtoB Marketers Must Accept to Be Successful with Marketing Automation)."

 

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If you're thinking about implementing marketing automation and want to deliver rock-solid ROI from your investment, your road to success might begin with a reality check. If you understand the truths about marketing automation implementation, you'll be prepared to deal with some of the challenges you'll face, and set your team up to get the most out of your platform.

This excerpt from the briefing document by Manticore Technology and Bulldog Solutions, "Marketing Automation ISN'T Easy (And Five Other Truths BtoB Marketers Must Accept to Be Successful with Marketing Automation)" offers two pieces of "tough love" about marketing automation, with resources to help you dig deeper into specific areas.

For the other four truths about marketing automation, download the complete briefing document. Or view the on-demand Webinar, Six Truths About Marketing Automation (and How to Face Them).

For Marketing to play a key role in the growth of a company,
start with process,which guides and validates the people and technology investments.
Truth 2: While Lacking Sex Appeal, Marketing Process Is the Key to Marketing Automation Success

Marketers tend to think about marketing automation in the context of "campaigns." In reality, it's a layer above campaigns. Properly implemented, it's used to build a repeatable process to ensure that only qualified leads are sent to Sales, while the remaining leads are engaged in an ongoing, targeted dialogue to nurture their interest.

With a strong process, the other two components, people and technology, can fall in place. Naylor Gray, director of marketing at Frost & Sullivan, sums it up this way: "Effective and sustainable marketing that drives revenue must be built on the right processes, technology and people. Companies that adhere to best practices along these lines close a lot more business. For Marketing to play a key role in the growth of a company, we believe you need to start with process, which guides and validates the people and technology investments."

Action:
As you consider marketing automation implementation, be sure your team (and your vendor) spend time talking about the processes that will need to be in place to make sure you’re successful.

Marketing Resource:
Webinar: Roadmap to Demand Acceleration



 

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Truth 4: Content Is King—And Not Necessarily a Benign Dictator

Content is the fuel for marketing automation. DemandGen Report notes 80% of marketing automation users said, "preparing their organization by building the processes and content offers to feed the system would be their top priority if they were to implement marketing automation again in the future."1

As noted earlier, content was one of the key challenges uncovered in the Executive Benchmark Assessment. You could implement a perfect marketing process with lead scoring, nurturing and management, but if you lack the content, the engine can't run.

Action:
Audit the scope of your available content and analyze gaps in specific media (for example, are you heavy on white papers but light on any kind of rich media experience?) as well as persona focus and message. This gap analysis can provide focus for new content creation and help you avoid wasting resources.

Marketing Resource:
White Paper: Six Building Blocks for a Content Strategy to Fuel Marketing Automation-Driven Demand Generation



A content audit and analysis can provide focus for new content
creation and help you avoid wasting resources.


Download the complete briefing document and view the on-demand Webinar, Six Truths About Marketing Automation (and How to Face Them)

1 "Marketing Automation: Lesson from the Trenches," DemandGen Report, 2009

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Marketing Watchdog Journal is a monthly newsletter from Bulldog Solutions, an online marketing agency that changes the way BtoB companies define demand-generation strategy, engage prospects and convert leads to customers. We welcome your feedback on this newsletter's content and design, and encourage you to share your ideas for topics you would like us to cover in future issues. Please send your comments or questions about Bulldog Solutions to Amy Bills, director of Field Marketing.


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