Marketing Automation

 

Challenge

Marketing automation platforms provide too many options for most marketers to fully utilize. Understanding what is available and what is right for complex B2B marketing vs. the blog recommendations that are more direct to consumer focused. 

Solution

Starting with user stories, the first task was to understand what features would actually impact the sales process and other defined requirements. Once the required features were uncovered, the discovery process prioritized features to narrow down the options and helped identify the budget needs. Once the products were reviewed and the final option was selected, the team led the clients through a training and onboarding session. 

The automation solutions do not work without large amounts of content. The discovery process also provided the information needed to prioritize deliverables to feed the marketing automation platform and ensure it was providing value as quickly as possible.

Results

Digging to find the "why," thorough review of the options, and a defined roadmap are all communication tools that efficiently deliver the right tools. Clear understanding of what steps are next and being confident the solution is right for their needs means the tool is not the focus, marketing is.