It’s Not the Size of Your Tech – It’s How You Use It

It's Not the Size of Your Tech - It's How You Use It

Posted on  by Greg Cholmondeley

What do you get when you lock a group of marketing automation vendors on a panel and start by asking "what makes some of your customers succeed using your technology while others struggle?" Well, you get yet another lively 45 minute AppForum discussion. Jennifer Matt, strategic consultant at Web2Print Experts drove the discussion around what it takes to succeed in using marketing automation technologies with representatives from MindFireIncPageflex by BitstreamXMPie and Page Technology.

Here's what she asked:
What attributes or actions differentiate printers who succeed with marketing automation technology?

The unanimous response was to forget about the technology until you have a plan. You don't need to have a fifty-page strategy document, but you do need a marketing automation business plan that your entire organization understands and supports. Before diving into the technologies surrounding marketing automation, successful companies have very clear, crisp answers to questions like:

  • What is the desired outcome? And that outcome better be in terms of revenue and profitability - not about features like QRCodes and Personalized URLs.
  • What should happen when this whole "marketing automation plan" comes together? There are such a myriad of approaches that heading down the wrong path is almost a certainty for companies who can't clearly articulate what they want to be doing and how they hope their implementation will work.
  • Set expectations appropriately. Even highly successful installations often take two or more months to get going with a customer engagement. Successful companies use this time to become experts by using the system to market themselves with the types of campaigns they expect to sell.

The bottom line is to view the technology as nothing more than a tool to achieve your plan. Selecting and installing technology first and then figuring out how to make money is a very hard path to take.

What kinds of skills and people are needed for marketing automation?

The skill set required to get the most out of marketing automation systems is different than that required for what printers traditionally do. Not having access to resources with these skills will limit a company's success in achieving their plans. The panel identified five key skill sets needed to be successful in marketing services:

  • Client marketing strategy creation
  • Technical development (e.g. HTML, web design, JavaScript, CSS, etc.)
  • Data analysis and database expertise (Excel, Access, MySQL, etc.)
  • Writing (content creation, messaging, calls to action, etc.)
  • Client interfacing and communication (educating clients, understanding their needs, translating these into technical and job specifications, etc.)

It is important to note, however, this doesn't mean hiring a huge staff before you start. A single person might possess several of these skills. Also, there are freelancers and companies who can provide development, writing and other resources on a pay-as-you-go basis. Before you start hiring, understand the skills your organization currently has and where there are gaps. Next, identify those people who are willing to learn - and to get rid of the rest. This is a business requiring constant change and learning where experts can never stand still. The good news, as Jennifer pointed out, is that being considered an expert really just means staying a couple of steps ahead of your clients.

Once you have the plan and the people, how do you get started with marketing automation?

Most of the panel's comments on this topic harked back to one of Rab Govil's messages in his AppForum keynote speech about starting with a "minimum viable product." The panelists all stressed starting simple and growing as you learn. The common phrase was to "get in there and play." This can be done by using simple cloud services, partnering with other marketing services providers to do the parts you are lacking while you get up to speed, and experimenting by doing campaigns for yourself. You don't have to spend a lot of money to experiment in this space and the best way to learn it is to do it. Just always keep your experimentation aligned with your business goals and as simple as possible so that it doesn't cost too much and so that what you learn moves you in the right direction.

Original article: http://www.blog.caslon.net/using-marketing-autmation-tech  

25 comments on “It’s Not the Size of Your Tech – It’s How You Use It”

  1. Posted Wednesday, September 18, 2013 at 2:10:58 AM

    Cheap diesel jeans included in each of our level of quality secured online store will be introduced with one of the most sensible amount in very fantastic level of quality. Diesel jeans can be nice good by way of people everywhere, in order that they have received beneficial history from it has the users. If you wish to find diesel sale jeans, you may think free in the future that will people. Anyone will always be amazed with their own astounding look and brilliant level of quality. And your low price will additionally turn you into happy. In order that they will certainly not disappoint anyone, and anyone will certain always be satisfied with these folks. What is more, Each of our diesel mens jeans offer very well this time, and they may be admired by way of their own formation, artistry and pattern. In addition , you have a look at each of our diesel jeans women, most of these jeans will be flattering for virtually many shape sorts. Make diesel typically gives you the greatest different jeans likely, it's accented with affected components for extra character. Special focus is settled towards the problems information in our web-site with broken down parts and pure yellowing to carry out the look of any jean damaged for several years. Unveiled for your current arrival!

    http://www.cheapdieseljeansukonline.net/

  2. Posted Thursday, October 10, 2013 at 6:05:18 AM

    Speaking of style, this is easily the most visual Rob Zombie film to date. Thanks to Brandon Trost’s striking cinematography, virtually every frame looks picturesque.

  3. Posted Wednesday, November 20, 2013 at 1:38:24 AM

    Great! Thanks for your documents, its been very helpful. Thanks again for sharing your information.

  4. Posted Friday, April 11, 2014 at 9:30:10 PM

    Just give it a chance, and you'll find that the city Women Louis Vuitton Artsy MM-Brown Louis Vuitton M40249 has so much Women Louis Vuitton Alma MM-Brown Louis Vuitton M53150 more to offer than crime and fear.

  5. Posted Friday, May 09, 2014 at 5:10:05 AM

    When it comes to fashion, nothing beats a woman. In order to look their best, they will do anything and everything they can. Buying designer handbags to match their outfit is what they look out for at discounted prices. Thats the reason why leather handbags Australia has been their first choice, whenever they are shopping for these bags. Making the designer handbags make good use of the best quality and products to give it a stunning and distinctive look. Considering the materials used and the processes, you can avail the best ones at shop handbags online. Each handbag is carefully created to accentuate its every detail. One can assurance is that designer bags will never dissatisfy you, as far as fashion is concerned.

  6. Posted Tuesday, June 24, 2014 at 11:19:21 PM

    Our replica Cartier watches are 99.9% exact as original. We are proud to exclusive designer quality t offer replicas.

  7. Posted Tuesday, June 24, 2014 at 11:19:41 PM

    If you pla t take your time and look at all models we have to offer. We have something for everyone. We are s Rs to Find the Perfect quality t love our cheap watches Cartier.

  8. Posted Tuesday, June 24, 2014 at 11:20:09 PM

    Our Swiss Replica Cartier is the logical h quality and most durable replicas available t - Little of the real thing.

  9. Posted Saturday, August 30, 2014 at 8:41:41 PM

    I hope it can give you You some convenient.

  10. Posted Friday, September 12, 2014 at 12:59:18 AM

    I am pretty much happy to discover your blog and to have an opportunity to share mu thoughts with other visitors. Nicely build blog provide all the opportunities to speculate.

  11. Posted Thursday, September 22, 2016 at 3:48:21 AM

    Order For Daily Use | OVERNIGHT Delivery!

  12. Posted Friday, November 11, 2016 at 6:49:47 AM

    Does work better thaqn cialis for men with hypothyroidism , uLyMVfZ.

  13. Posted Tuesday, December 13, 2016 at 3:40:31 AM

    Jar of of how for men works disease.

  14. Posted Tuesday, January 17, 2017 at 4:57:14 AM

    At purchase for daily use love The I I /serpina-pill-forum/ brows that shampoo /index.

  15. Posted Tuesday, January 17, 2017 at 11:57:45 AM

    After girls Product nail minute in have recommended dosage for viagra smell pose.

  16. Posted Monday, February 13, 2017 at 6:43:47 AM

    Cialis, , Levitra – are they safe for me to use?

  17. Posted Tuesday, February 28, 2017 at 2:57:05 AM

    TV Commercial For Daily Use Tablets - iSpot.

  18. Posted Tuesday, March 28, 2017 at 2:47:51 AM

    Looking for fГјr die frau erfahrungen?

  19. Posted Tuesday, April 25, 2017 at 1:23:06 AM

    Cheap diesel jeans included in each of our level of quality secured online store will be introduced with one of the most sensible amount in very fantastic level of quality.

  20. Posted Thursday, May 04, 2017 at 8:51:02 PM

    This is a great watch
    Successful person's selection[url=http://www.bet-result.com/]kopior klockor[/url]
    Identity status symbolizes only one watch to prove your advantage
    You just need a symbol of this watch

  21. Posted Thursday, May 04, 2017 at 8:51:43 PM

    This is a great watch
    Successful person's selection[url=http://www.bet-result.com/]kopior klockor[/url]
    Identity status symbolizes only one watch to prove your advantage
    You just need a symbol of this watch

  22. Posted Thursday, May 04, 2017 at 8:52:08 PM


    This is a great watch
    Successful person's selection<a href="http://www.bet-result.com/">klockor kopior</a>
    Identity status symbolizes only one watch to prove your advantage
    You just need a symbol of this watch

  23. Posted Sunday, May 07, 2017 at 9:01:23 PM

    Out of work, party, you may need a watch to reflect your temperament and vision,<a href="http://www.diyreplica.co.uk/">hot sale replica watches </a>
    to show you different from the general taste and vision. Here to meet your needs<a href="http://www.diyreplica.co.uk/">replica watches uk </a>.thank.

  24. Posted Friday, May 12, 2017 at 9:31:19 AM

    s a month, if you can get a prescription for those amounts.

  25. Posted Monday, October 02, 2017 at 5:34:06 AM

    Pero king jailed for three years Mairena del Aljarafe.

Post a comment