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    The Tiger and the Autobahn: A Journey into Marketing Automation
    The Tiger and the Autobahn: A Journey into Marketing Automation
    The Tiger and the Autobahn: A Journey into Marketing Automation
    Ebook95 pages49 minutes

    The Tiger and the Autobahn: A Journey into Marketing Automation

    By Kimberly Prescott

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    About this ebook

    Marketing automation made simple through a unique approach that offers sage advice, steps and best practices no matter what system you use or what size organization. In this book you will learn basic and advanced marketing automation strategies that might surprise you. From understanding the life of a lead and even integrating marketing automation within an organization, this book has it all.

    LanguageEnglish
    PublisherKimberly Prescott
    Release dateMar 26, 2013
    ISBN9781301530977
    The Tiger and the Autobahn: A Journey into Marketing Automation
    Author

    Kimberly Prescott

    After 20 years in corporate marketing with Fortune 500's and start-ups and everything in between, I have seen many amazing and enlightening marketing strategies. Some have worked. Some have tanked. But through it all I have found my place. Today, I write books on these varied experiences and am publishing my first of these in the next few weeks. My hope is to inspire others to greatness, to help companies grow and to shorten the journey into marketing automation as many are traveling this road right now. I am also an enchanted speaker who takes the audience on an adventure through real life experiences and into a world where anything is possible. May you enjoy the journey as much as I do each day.

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      Book preview

      The Tiger and the Autobahn - Kimberly Prescott

      The Tiger and the Autobahn:

      A Journey into Marketing Automation

      Kimberly Prescott

      Copyright © 2013 by Kimberly Prescott

      Smashwords Edition

      This eBook is licensed for your personal enjoyment only. This eBook may not be re-sold or given away to other people. If you would like to share this book with another person, please purchase an additional copy for each recipient. If you’re reading this book and did not purchase it, or it was not purchased for your use only, then please purchase your own copy. Thank you for respecting the hard work of this author.

      All rights reserved. No part of this book may be used or reproduced in any manner whatsoever without written permission, except in the case of brief quotations embodied in critical articles or reviews. Please do not participate in or encourage the piracy of copyrighted materials in violation of the author’s rights. Purchase only authorized editions.

      Table of Contents

      Part One: Marketing Automation 101

      1. What is Marketing Automation?

      2. The Life of a Lead

      3. Lead Scoring: What is a good lead?

      4. The Iterative Process of Lead Scoring & Qualification

      5. Email Marketing Do’s and Do Not’s

      6. Events, Webinars & Marketing Automation

      7. Why a Call Center?

      8. Bringing Marketing Automation & Sales Together

      9. CRM User Adoption Strategies

      10. Creating IT & Web Friends

      Part 2: Advanced Marketing Automation Concepts

      11. What is included in Advanced Marketing Automation Techniques

      12. Creating a Preference Center

      13. Creating Clean Data

      14. One View of the Truth

      15. Sales & Marketing Alignment Take 2

      16. The Power of SLA’s

      17. What a systems Audit Can do for you?

      18. Metrics & Analysis KPI’s

      19. Revenue Attribution

      20. The Need for Executive Sponsorship

      21. Winning Friends in High Places

      22. How to deliver the Bad News

      23. Bringing it all Together

      Part One:

      The Tiger and the Autobahn

      Marketing Automation 101

      1.

      What is marketing automation?

      Ever been on the Autobahn? Ever driven a car in 1st gear? Well, these two thoughts clearly don’t mesh very well. The Autobahn in Germany is known for its high speeds and deadly crashes. That being said, driving in 1st gear on the Autobahn is probably not the best possible choice. Similarly, purchasing a fully powered marketing automation system and then sending batch emails is similar to driving in 1st gear on the Autobahn.

      Knowing that there are many definitions for the world of marketing automation, it is prudent at this early stage of the book to understand all four gears and how the overdrive and reverse works in this high performance car.

      Thus, let’s begin with a clear definition of what marketing automation is not.

      Case in Point

      During a recent series of posts on an MBA discussion thread, one MBA scholar stated that he had marketing automation so that he could send an email from the CRM system.

      To which, the reply was something along the lines of, "Marketing automation is not about sending an email from your CRM system. Marketing automation when done right is like driving a new BMW on the Autobahn and opening her up to all her gears. It is about understanding the entire marketing and sales funnel as illustrated in Sirius decisions model and then applying a holistic approach to the discipline.

      Marketing automation at its very core should include at a minimum:

      Lead Tracking

      Calling Programs

      Nurture Strategy

      Email Marketing Strategy

      Event and Webinar Strategy

      User Adoption Strategies

      Reporting Strategies

      Marketing automation when fully loaded firing on all cylinders can also include:

      Co-Dynamic Lead Scoring

      Content Management

      Lead Definitions

      Personas

      Multi-touch Lead Nurturing

      Web Profiling

      Campaign Management

      Progressive Profiling

      Dashboards and Reporting

      Strategic and tactical KPI’s

      Marketing Contribution to Pipeline

      User Training

      Segmentation

      Data Integrity Strategies

      Many people begin their Marketing Automation journey by sending out a few batch emails and creating a landing page and think they’ve hit nirvana. However, the ability to bring all the above tactics together into a cohesive working machine within a company where politics, bureaucracy and power struggles are involved takes finesse, charisma and a seriously demented mind. At the very least, you need the tenacity of a tiger.

      In the chapters that follow, you will meet the tiger head on as

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