Event Recap: Lessons Learned in B2B Marketing Automation
It isn’t everyday that you get an opportunity to hear a senior level executive talk openly and honestly about the lessons learned while implementing a new initiative. Enter Liz McClellan of Sage Business Solutions, whose multi-faceted role within the company’s marketing organization put her in a position of rolling out a strategy for marketing automation. McClellan address the BMA Atlanta on November 8, 2011 and led a spirited conversation with fellow B2B marketers after her keynote.
Among the lessons learned during the process, McClellan cited:
- Resources and the need for evaluating staff skill set and making tough decisions ahead of time.
- Budget and being able to anticipate platform costs, system integration, training, and asset building.
- Designing with the end in mind in order to ensure that the system and solution can support the business.
- Setting expectations re: results, lead generation (getting the sales team accustomed to fewer, but more qualified leads), and perhaps educating the organization about new metrics that matter.
- Content and the need to start small and optimize the right media.
- Testing, refining, testing.
The global organization that provides business solutions for small and medium-sized business solutions currently uses a Pardot-based marketing automation solution that allows them to access critical user intelligence such as: pages viewed, lead source, visibility of forms completed, duration of visit, and first page viewed.
In addition to this kind of myopic intelligence, the initiative has created a greater bond between the company’s sales and marketing organizations.
Nancy Bistritz leads the public relations activities for the BMA Atlanta. As senior director (United States) for Nurun, Nancy is responsible for managing the company’s marketing, communications, and business developments efforts in the United States.