About the course
Most marketing organisations today are more siloed than ever before. The result? Businesses run on spreadsheets and adhoc lead management programmes.
Fortunately, many innovative organisations are succeeding in joining up marketing and sales, using best practice approaches in lead generation and nurturing and by implementing marketing automation platforms to allow for more integrated processes.
If you’d like to effect real change in your organisation and increase response rates and engagement, then this course will show you how you can implement marketing automation within your business and identify the best tools and techniques to achieve your goals.
Marketing Automation platforms provide web, email, social media, digital asset library, lead scoring database and crm integration all in a single location. When deployed correctly, it can provide the glue and marketing infrastructure from which all other activity can be launched for a truly single view of both prospects and customers.
Explore marketing automation platforms including selection and implementation as well as the full lead lifecycle – from lead generation to engagement through dynamic personalised content.
The training day will include:
Best Practice in readiness and deployment of Marketing Automation
- Marketing Automation, why bother?
- The core components of an MA system.
- Which platform is right for you?
- What does success look like?
- Justifying the investment
- Skills and readiness assessment.
- Types of campaigns
- Some horror stories and some good ones too!
Advanced MA thinking & post-deployment considerations
- Data governance and reputation management
- Preference centres and progressive profiling
- Social integration
- Intelligent engagement
- Automatated journeys
- Revenue forecasting and management
- MA adoption and applications outside of marketing
Who should attend?
This course is ideal for marketing leaders wanting to effect change in their organisations or for digital marketers and marketing managers who want to bring a truly joined up approach to their current marketing initiatives.
The training will be of particular interest to progressive B2B marketers (change managers) and those in marketing and sales leadership functions looking to reinvent their routes to market and engagement strategy; and to advanced thinking B2C marketers from luxury brands (or high value/considered purchase brands) where ongoing journeys and engagements are more important than transactional marketing.
What will I learn?
- The 5 attributes of a marketing automation platform, which platform is right for you?
- The 4 key steps to implementing marketing automation effectively
- How to drive sales and marketing alignment in your organisation
- How to integrate inbound and outbound marketing programmes
- Best practices in lead gen and nurturing
- How to optimise lead scoring set up
- How to automate campaigns for a truly predictable pipeline
- How to drive response rates and engagement through the roof through dynamic personalised content
Managing Director, CleverTouch Marketing
Adam founded CleverTouch in 2008, a UK company specialising in B2B Marketing Automation and Joined-Up-Marketing. CleverTouch has helped dozens of Clients to deploy Marketing Automation effectively. Clients include global marketing innovators such as Trend Micro, Dell, Oracle, Fusion io and Reed Elsevier.
Adam combines the skills and disciplines learnt in various Senior Marketing Management positions for B2B organisations such as IBM, Iron Mountain, Brocade and Quantum with the more entrepreneurial environments of VC-backed ventures including Larry Ellison’s Pillar Data Systems.
Adam has an honours degree in Applied Psychology and a Masters in Business Administration; he is of the general belief that Marketing (and Agencies) have for too long being obsessed by Art and Creative; and largely ignored the process and predictability surrounding Marketing as a Science.
Adam has a passion for Marketing but outside his family his first love is still Rugby. Adam was lucky enough to play County and Divisional level and played (very briefly) National League- at a time when rugby was played purely for fun.
email@example.com; 020 7269 1470