Seven years is a long time in marketing. Let me take you back to September 2008. The iPhone was barely a year old, Lehman Brothers had gone to the wall the previous week, and in a small venue in London I was sharing a platform with Steve Woods (then CTO at Eloqua) and Will Schnabel of SilverPop . My presentation was entitled “An Organic Gardener’s Guide to Lead Nurturing“.
Until recently I’ve believed that Marketing Automation is really only applicable to larger enterprises – and even then, typically only successful in companies where there is real leadership commitment to seeing through a full transformation of the marketing function. But a couple of recent client engagements have helped me realise that the world is changing and that Marketing Automation can be deployed in smaller enterprises, especially those with tiny marketing departments. So what’s changed?
For most of my clients who are looking to integrate marketing automation into their overall marketing landscape, at some point the question surfaces about what should be the best deployment strategy. Typical areas for discussion are
- How do I make a noticeable difference to our performance without reaching full deployment?
- Should I deploy using in-house resources or using partners?
- How should I phase the deployment of functionality?
- How should I phase the geographic deployment?
I love it when you stumble across something you created a few years ago and, upon re-reading, decide that it still holds up.
… But would you really want to?
This was the question I tried to address in a 45 minute webinar for BrightTalk yesterday as part of their Campaign Automation online summit. The proposition was pretty straightforward: before you start to Automate your marketing, you better be pretty clear about what the purpose of your marketing actually is. There’s no escape from this – no tool is going to do the thinking for you (at least, not until IBM’s Watson computer joins the marketing team), or make your content interesting and engaging.