“It’s not information overload, it’s filter failure”.
– Clay Shirky, “Here Comes Everybody”
Why Marketing Automation?
If data is the new fuel, automation & analytics are the engine, and Sales & Marketing are the drivers.
- In a data boom, having the right resources to capture, interpret and act on the deep insights hidden in vast data is a real revenue advantage.
- Loyalty is now also visible online. Understanding and implementing the right automation helps you to maintain relevance and manage that vast, vital data to inform your strategy.
- Expertise in marketing and sales technology can keep you focused on the critical path to success.
How Fan Foundry can Help
Our success story covers a range of roles including strategic and operational marketing and sales leadership, sales CRM and marketing automation implementation, and mobile and social audience engagement initiatives. Through it all, we have found that capturing real-time data to inform decisions can spell improved profit, competitive advantage and improved customer loyalty.
Determining Your Readiness
Technology is not a solution, only an enabler. Depending on the scope and complexity of your various audiences’ buying processes, you will need to ensure that you have (and we can help you build):
- a rigorous buyer’s journey management process
- content to support each stage of the buyer’s journey for a variety of buyer personas
- the people, process and technology assets to manage, interpret and act on the data
If you still use your databases, your CRM software and your marketing automation solutions mainly to run outbound email blasts (a cringe-worthy term), but don’t often use the feedback to tune your marketing, sales, product development or customer loyalty programs, you should consider reading the Forrester Research report by Jeff Ernst titled: “B2B Marketers Must Prepare Better for Marketing Automation” (see article link below), which discusses the Marketing Automation imperative, building a “Lead-to-Revenue” process, attaining readiness, and filling in knowledge and resource gaps.
Additional resources
Article: “Ready for Marketing Automation?”
Article: “When Sales and Marketing Align, Good Things Happen in Threes”
Get Off the Marketing Automation Fence (3Forward)
B2B CMOs: Make Marketing Automation A Catalyst For Alignment With Sales
Lead-To-Revenue Management Transforms Tech Marketing
The Consumer Decision Journey (McKinsey)
Competing Through Data (McKinsey)
If you need a strong partner to help you deliver a successful implementation, contact us.
