5 Things You Shouldn’t Expect from Marketing Automation

Marketing automation is becoming a vital tool in today’s B2B space, as more marketers need to gain a better understanding of their customers’ buying cycles and increase their ROI from every campaign.

However, many marketers become enamored with the latest technology and jump into marketing automation without considering the human investment and business processes needed to make their efforts successful. If you focus on the technology over the planning, you won’t have the backbone necessary to support your marketing automation efforts and convert more leads into sales.

Whether you’re considering marketing automation or have already begun the process, you must understand exactly what you can – and can’t – achieve with the software. Here are five things you shouldn’t expect marketing automation software to do:

1. Model how your buyers buy. A key to marketing automation is reframing your thinking to focus on your customers’ buying process rather than your selling process. Before you implement a marketing automation program, you should map how your customers move through every stage of the buying cycle and become aware of their questions and concerns throughout each stage.
2. Define buyer personas. For your marketing and sales efforts to succeed, you need to understand your buyers’ challenges. One of the best ways to get inside a buyer’s head is to develop a profile of your ideal customer that includes his/her demographic, firmographic and psychographic details. You can even give your ideal customer a name and hang a photo of him/her near your computer.

   Buyer personas enable you to create targeted marketing materials that speak to your customers’ exact needs. If your marketing automation program sends your buyers information that is off-target, they will ignore your messages.

3. Get sales and marketing to agree on what a qualified lead looks like. How often does your sales department complain about the quality of the leads you send them? Unless your marketing department has sales intuition (the ability to read your prospects’ behaviour and anticipate their next actions), defining a good lead will be difficult to do on your own. Meet with your sales team and discuss what makes a lead “qualified.”
4. Create interesting and relevant content. Many marketers fail to consider the amount of educational content necessary to address their buyers’ concerns. For example, a customer in the early stages of the buying cycle might want to read articles and white papers, while someone who is closer to making a purchasing decision is more likely to request sales literature or product demos. While a marketing automation system will deliver the content, you’ll still need to develop a content strategy and create engaging communications.
5. Engage with others through social media. Marketing automation allows you to communicate with your leads without human interaction. However, human interaction is vital to your success with social media. Although some aspects of social media can be automated (such as inserting sharable links into emails and landing pages), you still need to personally interact with your online communities. One-on-one conversations with buyers can help you discover what messages are the most relevant to them.

After you lay the initial groundwork, marketing automation software can help you eliminate repetitive marketing tasks and increase your ROI. Here are three things marketing automation can do for you:

1. Understand individual buyers. Marketing automation software collects powerful data about your buyers to help you understand their interests and needs. The software follows the footprints buyers leave on your website and shows you what content they have accessed. This means you can gain a deeper understanding of your customers and have an advantage over competitors who are not using marketing automation.
2. Deliver the right message – at the right time – to each buyer. One of the biggest benefits of marketing automation software is its ability to deliver targeted content to your leads throughout every stage of the buying cycle. For example, if a lead responds to a campaign about your XYZ solution, your program can send her a case study about a customer who achieved strong business gains after implementing your solution. Imagine how this targeted information can educate your leads and convert more of them into customers.
3. Identify the right leads for sales. Once you and your sales team identify what makes a lead “qualified,” marketing automation can help you deliver those leads to sales. Your sales team can view specific data about your prospects, including the links they clicked, the registration forms they completed and their lead scores. This detailed information makes it easier for your sales team to reach their quotas.

A successful marketing automation program involves more than just implementing the latest technology. Have you considered the sales and marketing processes you’ll need to make it work for you?

(this post originally ran as a guest post on Astadia's marketing automation blog)

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Evaluating Marketing Automation - 10 Questions To Ask

The market for marketing automation software is doing very well these days. This has lead to an unprecedented variety of options for marketers to choose from, and the range of options can be dizzying. While many of the discussions can focus on software and feature/function comparisons, this is only one element of success. To be truly successful, you need focus on the people, process, and technology changes with equal energy. As a big believer in the economics of smart buyers, I wanted to share ten question areas that are key to dive into when evaluating a marketing automation investment.

The people and process elements of the investment are often the most interesting. Some organizations have the skills in house to make the needed business process changes, and some organizations are more comfortable bringing in outside expertise in order to facilitate discussions, avoid mistakes, and gain consensus on the changes.

If you have not gone through this process before, you will want to ask your team, your consulting partner, or your chosen software vendor some deep questions in order to ensure that you will be able to succeed with your software implementation.

There are no "right" answers to look for, but these are areas to discuss, debate, and understand. These questions will differ based on your business and your team, but the following list of ten questions will hopefully get you started.

Ten questions to ask your team, your services partner, or your software vendor, in order to highlight key questions, process issues, and areas of concern:

1) How will we define a qualified lead for sales?

Having sales buy in to your definition is crucial, but reaching agreement between marketing and sales on the definition of a qualified lead is not as easy as it seems. What mistakes can be avoided? How will you score explicit (who) and implicit (how interested) activity? Are there multiple product lines that need to be scored separately?


2) What is marketing's service level agreement with the sales team?

How are leads routed to sales? Are there overlays for strategic accounts, specific product lines, or geographies we need to take into account when routing leads? How will these be handled? How is routing in “large” geographies like New York city or California handled – zip code? Area code? How quickly do leads need to get to sales? What happens when leads are passed to sales – does sales have a specific time frame for follow-up? What if this is missed, are leads clawed back?


3) What do we do with leads that are not yet ready for sales?

Can we establish a lead nurture program? Do we have the right content? How will we monitor whether the audience is losing interest? How will we make sure we are not over/under-communicating to each person? Do we have the content in place to guide buying criteria over time as we nurture?

4) How will our marketing automation data and CRM data integrate seamlessly?

What if a person doesn’t exist in the CRM system? What if they exist multiple times? If a person is influenced by multiple campaigns, how does this appear? How is digital body language presented to our sales team? How do the data, activities, and process aspects of the integration work together with our business?

5) How good is our data? How good does it need to be?

Are our titles/geographies/industries/revenues all standardized and normalized? Is new data from lists, web forms, CRM systems, and tradeshows standardized? Are we building rules for personalization, segmentation, lead scoring, or lead routing on top of data that is not standardized? Are there best practices for building a contact washing machine that we want to leverage?

6) Do we need to add data from external sources?

Are we going to ask prospects for every piece of information we need? Can we leverage sources like Dunn & Bradstreet to append data and avoid asking excess questions? Where in the process will we do this? What do we do about internally sourced info like sales territories or geographic regions – how can we append this data if we need to? Do we have an understanding of how to balance the customer experience between asking for too much, and too little data?

7) Do we understand how to maximize email deliverability?

How will we ensure that our emails are delivered? Do we have the right people to understand what technologies need to be in place to maximize email deliverabililty? Do we have the right relationships with ISPs and policy boards? Will emails appear to come from us, or from a third party? Can we allow our audience to manage their own preferences? What are the best approaches to use? What metrics will we look at to understand and report on email deliverability to see if we’re starting to encounter problems?

8) What analysis and dashboards will we present to management?

What are our key metrics? What industry benchmarks will we compare to? How will we define the stages of the buying process? How will we measure each of those stages? If there are many touchpoints in an overall buying process, how do we measure the effectiveness of an individual campaign? What will our executive marketing dashboards look like?


9) Where are we going? What is our strategy and roadmap for success?

Is there a marketing maturity framework we are using in order to guide our progress year over year? Do we know where we are currently on that framework? Do we have a plan for how we are going to make progress each quarter/year? Is management bought in to the goals?

10) How well do we understand the needs of our international colleagues?

Do we understand the cultural difference in marketing to each geography that we need to be aware of? Do we understand the regulatory differences in terms of permission and data management? How are we going to deploy a single platform to our international team? Do we understand the best approaches?


A few of these questions may not be relevant to your business, but many of them will, and they will take the discussion beyond feature comparisons in software platforms and into the realm of what it will take to truly drive success in your business. By taking a deep dive into each of these areas, you will gain a better understanding of your own needs, and the capabilities of various providers in meeting those needs. By doing so, you will move yourself one step closer to success. Read More...

Evaluating Marketing Automation - Data Management

Continuing on a theme that received great feedback, I wanted to provide another real, down in the details, way to evaluate the various claims in the marketing automation field. Last time we looked a way to ensure that a provider could have the performance needed for your marketing goals - a quick and simple upload that will test actual marketing automation system performance.

In this post, it's worth taking it one step further. Getting marketing data into a platform is one thing, but if the data is messy (and what marketing data isn't), it will not be of much use. If, for example, your marketing database has 100,000 names in it, and the titles are just as they were written, such as:

• VP Marketing
• V.P. Mktg
• Vice Pres Marketing
• Marketing Vice President
• Mktg VP

and you are asked to build a list of Vice Presidents of Marketing to target, how many will you find? 300? 800? We've seen many situations where dirty data returned 300 names, but the same query against cleansed data returned 17,000 names. Proper management of data makes a huge difference in your marketing results.

So, how do you test for this when considering a marketing automation software investment?

Quite simply - ask, in a demo, for each vendor you are considering to run a quick test. Here is a sample CSV file with typical marketing data. Titles, states, and countries are as they would be in a normal marketing or CRM database. The data is kept simple, and the titles are mostly in sales, marketing, and finance, while the addresses are in Canada, US, and UK.

Have each vendor run the following test for you:

• Upload the sample file
• Clean up the country fields so that US, USA, U.S.A, as well as the variations of Canada, and England/UK are normalized
• Clean up the "raw" job title fields to two new fields for "level" (VP, Director, etc), and "role" (marketing, finance, etc) so you can properly segment
• As a bonus, see if they can correct the missing leading "0" on New England zip codes - removed by Excel in many marketers' data files

When it is uploaded and cleansed check the data to see the following:

• The only countries in the file are "USA", "GBR" and "CAN" or however you chose to normalize the country data
• The people can easily be filtered by role into "Marketing", "Sales", or "Finance"
• The people can easily be filtered by level into "SVP", "VP", "Director", or "Manager"

Many marketing challenges come from bad data. An inability to do proper segmentation, personalization, lead scoring, or analytics can quickly result if you are not able to standardize and normalize the data in your marketing database. To avoid getting into this situation, it's worth having the marketing automation provider you are thinking of choosing run through this quick test with real sample data. Read More...

Simple Metrics and the Business Case for Marketing Automation

There has been a lot of great discussion lately about the business case for marketing automation. For obvious reasons, I'm excited to see the discussion, but it often takes an interesting turn. The way in which people often attempt to measure it is in either efficiency gains, or revenue gains - when compared with a manual process for marketing in the same way.

This is the comparison I see a challenge with, and viewed in that light, it will be hard to see the level of value that is being seen today by the best marketers.

If you look at what marketing automation does in terms of business transformation, it is insufficient to characterize it in terms of simply just an efficiency gain, or a revenue gain. It changes the way that we, as B2B marketing organizations, are able to interact with prospects, and opens up new avenues of prospect understanding and prospect communication that simply would not have been viable without marketing automation.

A comparison is the transition from film to digital cameras. If you look at what is possible with film cameras, in terms of photo sharing, digital editing, virtually unlimited photo storage, and the social media use of photos, it is clear that digital cameras present an entirely new way of interacting with images. If contemplated from a framework of film photography, you might look at something like sharing a photo to Facebook and think of digital cameras as offering an efficiency gain; it’s possible with film, you just snap the photo, develop it, scan it, save it to a file, and then upload it. Much less “efficient” but still possible.

However, this misses the point. These things are not simply spectrums of efficiency or revenue, as there is a certain point at which the task would simply not be done.

If you look at the business process that B2B marketers using marketing automation are working to enable, it has a similar challenge. A simple way of looking at it is that we are seeking to:

a) Understand prospective buyers through reading their digital body language

b) Communicate with them accordingly, either through lead nurturing when they are early in their buying process, or through sales engagement if they are later in their buying process

The challenge with making a direct comparison between marketing as enabled and automated with today’s marketing automation software platforms, and marketing without using automation is that the level of buyer understanding and engagement being sought is simply not attainable without automation in any practical way.

To put the marketing situation in context, using marketing automation, we are attempting to deliver the right message to the right buyer at the right time. This means that we might use digital body language to understand the buyer’s role in the buying process (technical evaluator vs economic buyer), we might seek to understand where they are in their buying cycle (awareness/education vs vendor discovery vs solution validation), and we might attempt to time a message a week after they last engaged with us in order to remain top of mind.

Building this with outbound, batch and blast marketing solutions leads to a fundamental problem. Even with this simple version of buyer understanding and message personalization, the level of personalization required quickly moves you from a single communication per month, of perhaps 9000 recipients, to 36 individual communications, each only going to 250 people. On top of this, the lack of built-in awareness of buyers’ digital body language would mean that you had 36 individual segments to select, based on an off-line analysis of the prospect’s behavior.

This leaves us in a similar comparison to the digital vs film photography example. Much as sharing photos on Facebook is theoretically possible using film photography, but in practical terms virtually impossible, marketing in a way that understands and responds to buyers’ digital body language is, in any practical terms, impossible without marketing automation software. You must compare one overall approach with another, and understand it in aggregate.

So, when compared in aggregate, it is tempting to come back to the argument that it only makes sense in terms of a revenue gain or a cost decrease. This is not altogether false, but must be understood in context of your overall market. As it is not possible to truly understand and respond to the unique buying process of each of your buyers without a marketing automation solution, the comparison must now be understood in the context of the competitive landscape. If your competition is understanding and engaging the prospective buyers in your industry based on their individual buying processes, while you are not, they will have access to revenue that you simply will not have access to.

Framing the argument in terms of marketing automation allowing an increase in the efficiency, or the output of an existing revenue generating process is ignoring the fact that marketing automation allows a fundamental, and much needed, change to the revenue generation process itself. Read More...

No such thing as a Neutral Outcome

There is no way to determine with 100% accuracy where an individual buyer is in their buying process. This leads to a difficult marketing conundrum when looking at targeting marketing efforts based on a best possible approximation of where that buyer is likely to be in his or her buying process; in a broad enough population, there will always be some response to a marketing campaign, regardless of what buyer stage it was targeted at.

For example, if an end of quarter campaign is targeted at those almost ready to purchase in order to spur the maximum amount of business for that quarter, it will have its maximum effect in buyers that are found to be nearly ready to purchase, and are in the solution validation phase. However, determining the stage a buyer is in is both inexact, and prone to change rapidly with time. Therefore, there will still be some response in buyers found to be in the earlier vendor discovery phase, and there may even be a small response among buyers who are at the earliest phases of education and awareness.

An argument is often made that this means that the best option is to have as broad a pattern of communication as you can. Even at the top of the funnel, you will be able to drive some revenue, albeit small, but with the cost of an email campaign being almost zero, the return is still there. As long as unsubscribe rates are not high, the downside is minimal, so the campaign is worthwhile.

However, this argument assumes that anyone who does not respond to the offer is essentially a “neutral” outcome. They did not respond in a positive manner and move towards a purchase, they did not respond in a negative manner and unsubscribe, so their outcome must be neutral. This thinking is wrong, and leads to dangerous decision-making.

The outcome of the email campaign may indeed be neutral from the viewpoint of the marketer – no action was detected – but from the viewpoint of the prospect it was far from it. A non-response likely indicates that the prospect found nothing interesting about your message. This is a dangerous step towards that individual emotionally unsubscribing - reflexively ignoring your messages without looking to see if they are of interest.

Chances are, you only have a few opportunities to deliver an irrelevant message to a prospect before they begin to emotionally unsubscribe. Whereas they may not immediately, or ever, click on your unsubscribe link, you have essentially lost your ability to connect with that prospect. In today’s B2B marketing environment, no one can afford to lose the interest of their prospective buyers. The best way to maintain their interest is to ensure your communications are highly relevant to who they are, and more importantly to where they are in their own buying process.

One of the key goals of any marketing automation implementation is to do just that – to understand each individual’s behaviors and interests, and allow that person to be nurtured only with content of relevance to them. This approach tightens your segmentation focus to not just the demographics and firmographics of who the individual and their organization are, but also the psychographics of where they are in their buying process.

Only by eliminating the idea of a non-response being a “neutral” outcome can we understand the true cost of an irrelevant marketing communication.

*This post originally appeared as a guest post on Savvy B2B

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Evaluating Marketing Automation - System Performance and Usability

Evaluating the various claims in the marketing automation space is an interesting challenge. There are a variety of players, and many of the claims overlap quite a lot. It can be daunting to tell truth from fiction. I often get asked how one should independantly verify many of the claims, and I'm a big believer in the idea that the more educated a marketing automation buyer is, the better they do when they purchase a platform.


In light of that, I wanted to provide a series of actual tests that you can do when evaluating marketing automation systems. Real data (like this CSV file of sample contacts for this exercise), things to look for, and expected results are provided.


One of the basic elements to look at is system performance. It can be tempted to think of system performance as a "hygiene" factor that is common across the industry, but it's worth taking a deeper look at. The reason that this is the case is that marketing is, somewhat surprisingly, a very high scale activity. Think about the numbers for a second:

- An email campaign is sent out to your database of 50,000 people
- 30% of those people open the email, many of them multiple times, leading to 20,000 unique opens
- 3% of the email recipients visit your website, along with another 2,000 anonymous visitors, each seeing on average just less than 3 pages, for a total of 10,000 page views
- Each person in your database is scored against their title, their industry, their email opens and clicks, and their web activity (5 criteria x 50,000 people)
- The score for each person is updated in your CRM system

Very quickly, we have generated 380,000 transactions on a single day, and that is with a medium-sized database of 50,000 contacts only doing a very simple task. As soon as you begin to use your marketing automation platform more heavily, these numbers can grow quickly. If you don’t adequately assess the performance of the marketing automation platform you select, you may end up with slow performance affecting the experience of your marketing users

But how can this be assessed without a deep technical dive into each marketing automation platform? Quite simply, in fact.

In order to assess system performance, you need to see the system actually operating under conditions that you are interested in. Claims, quotes, and architecture diagrams will never compare with actually seeing the system do what you need it to do.

Here is a simple test that you can ask any of the marketing automation software vendors you are interested in evaluating to try during your demo with them.

Here is a link to a sample contact data file of 50,000 randomly generated contacts. Each one has basic information you would expect; name, address, company, email address. There are some duplicates in here, leaving just under 45,000 unique names. It’s not a huge file (only 5MB), so it should be easily accessible by anyone with Internet access.

When you are reviewing a demo of a marketing automation provider, give them the file (or the link) and ask them to do the following:

1. Upload the file to the marketing automation database (should take less than a few minutes, and you should be able to continue with the demo while it is being uploaded)
2. Ensure that the duplicates in the data are automatically handled (look for Claudia.Patterson@RainGolfEquipment.co.com as an example) to see if her data is clean (there are two records for her, which should be merged seamlessly)
3. Run a report that shows the breakdown in Job Titles within that set of data (to give you a sense of the platform’s ability to run rules against the data without impacting performance)
4. Export the full list again as a .csv file to test the system performance when doing a bulk export.
5. Delete the data that had been uploaded to ensure good performance when deleting in bulk


These 5 steps will tell you a lot about the performance of the marketing automation platform you are about to select. Things to look for are the following:
- How long does it take to upload the data?
- Is the platform usable while the upload is taking place?
- Are duplicates handled smoothly and accurately?
- Can the data be explored and reported on while in the marketing automation platform?
- Can data and reports be exported quickly and without causing platform performance issues?
- Can unneeded data be deleted in bulk, allowing you to keep your marketing database clean?

System performance is one of the most critical aspects of usability, and is very much worth evaluating. If you are considering an investment, this quick test is an easy one to perform and will give you very rich insights into whether the platform you are about to select will meet your needs. Read More...

Marketing Automation and B2B Marketing Predictions for 2010

It’s coming around to that time of year again when we all offer up predictions for what the coming year will offer. As with any of these, it’s a guess, and entirely my own opinion. Here are some of the trends and changes I think we’ll see in the coming year. If, at the end of the year, it turns out I guessed right on a few of these, I will be happy.

Overall Prediction Trend:

Buyers continue to gain control of their own buying processes, and marketers respond by building "revenue engines" to understand, facilitate, measure, and predict these buying processes.


1) Data is Free, Relationships are Not: As contact data becomes more and more available, approaching free in many cases, the value of the relationship will increase. As part of a continuing trend, the ability of your audience to block, prevent, and ignore communications that they don’t desire will increase, with reduces the value of the data (who they are), and increases the value of the relationship (their perception of you). Marketers who think this way, and truly work to provide valuable information to their audience, will do well.


2) Relationships, Education, and Nurturing: The trend in data becoming free (prediction 1) will work in parallel with a trend in information, of relevance to buyers, being expected to be free. Buying relationships will be more and more built on a foundation of buyer education, and the B2B organizations who can educate and nurture prospective buyers over time, without annoying them will win. This means an investment not just in the rich educational content, but also in systems to automatically understand buyer interest and deliver (or have discovered) educational content appropriate to the buyer’s next step.


3) A Degree in Marketing Engineering?: As marketing shifts towards a discipline whereby prospective buyers are understood based on their behavior, and the right content, according to where they are in their buying cycles, is delivered, marketing skills become more operational, process, and data oriented. Marketing hiring will swing towards backgrounds that have these data, operations, and process skills more so than copy and creative skills. Marketing education likely won’t change in this regard during 2010, but the initial discussions will start.

4) Mobile Thinking vs Mobile Devices: Every year in living memory has been talked about as the year that mobile will become big. I think that this coming year will finally see that claim begin to disappear. Sort of. Now that various devices such as the iPhone, are truly able to support a rich, interactive, graphical environment, interacting with your audience in places where they are mobile becomes very possible, but the device, and mobile-specific technology, almost becomes irrelevant. Thinking about what will motivate an audience to act, when they are at a show, see a poster, or are at a venue, how they can connect (text message, or short URL), and what the interaction should be will become part of many B2B marketers’ thinking. Specific mobile technologies, however, will not move beyond niche applications.

5) Brand Promise/Reality Gap Reduction: The trend that social media kicked into high gear in 2009 will continue into 2010; any organization that has a significant gap between their brand promise, and their brand reality will have that gap mercilessly exposed through social media and community-created content. 2010 will see aggressive adoption of basic listening techniques by marketers in order to understand where they are falling short. The gaps here will lead to a much broader discussion of what “brand” means to a B2B organization, that goes beyond logos, taglines, and colors.


6) Marketing Owns The Brand: 2010 may see some very early reshuffling of the decks in terms of what Marketing owns. Social media (prediction 5) will broaden the discussion of “brand” from logos and taglines to the full offering including service and product. A few very early examples will arise of organizations in B2B who have changed their definition of the Marketing team to truly provide them with greatly enhanced ownership or influence into the product/solution areas of the business as well as the services areas around it, as those are both critical to overall company brand and reputation. We likely won’t see mainstream shifts in this ownership until 2011 or beyond.


7) Follow me, Friend me, or List me: in 2010 we’ll see a dramatic shift in the definitions of influence in social media as we move from raw counts (like Followers or Friends) which are almost entirely ignorable, and to a model that comes one step closer to true influence. Each social media site will implement things differently, but an “inner circle” model of people who one actually pays attention to, versus just being a connection, will rapidly grow in relevance. Social media sites that do this well will balance the need for public awareness of how influential a person is (how many inner circles, they are part of) without making it so public that it is widely manipulated or gamed (like Twitter follower counts, for example).


8) Information Discovery Measurements: As marketers begin to cede control of the messages they push out, and begin to act more like publishers without assuming control of the distribution, they will begin to look for measurements of information discovery as their key driver. How, where, and from whom, did an individual discover information relevant to key stages in her buying process. Rather than measure individual outbound campaigns, measuring the likelihood of individual messages to be discovered, ideally through sharing and forwarding, will become more key to marketers.


9) Social Activity, Lead Scoring, and Lead Nurturing: As buyers begin to get more and more of the messages, information, and education through their peers, and through social media, these channels will quickly grow in their relevance to lead scoring and lead nurturing approaches. Awareness of how an individual discovered a message, where, and from whom (prediction 8) will feature very prominently in the lead scoring and lead nurturing routines of leading marketers.


10) Digital Body Language vs. the Discovery Call: As buyers gather most, if not all, of their early information (prediction 2) on the vendors they are considering speaking with online, the role of the salesperson’s “discovery call” shrinks and changes. In 2010, in sales organizations, we will see a rapid recognition of the new reality that buyers are less willing to take an initial call from a vendor salesperson with an assumption of only exchanging basic information. If sales people want to engage with buyers they will need to read buyers’ digital body language, and ensure that they are able to add more value than Google on the initial sales call. If sales teams do not have access to this information they will begin to push their marketing teams to provide it.

11) Measuring the Revenue Engine: As the above trends evolve in 2010, marketers will begin to develop their ability to predict revenue trends well in advance of sales, by measuring and analyzing the overall revenue funnel. Marketing leaders who can do this will become among the most strategic executives at the board room table.

What do you think? Are these predictions likely to happen? I look forward to your thoughts on these.

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Marketing Analysis: Foundations for Great Analysis

One of the most commonly cited benefits of implementing a marketing automation system is the opportunity to improve your organization’s ability to analyze marketing effectiveness. This is indeed possible, and provides a powerful advantage to organizations who are successful. However the final outcome of great marketing dashboards rests on a strong foundation of data. Ensuring that the data you need is available, cleansed, and normalized is critical to generating the analysis you need.

In evaluating a marketing automation software investment, it’s crucial to look at this overall stack and ensure that you will be able to access the right sources of data, keep that data clean, and then build an analysis framework on top of that. In this post, we’ll look at the key foundational elements of good analysis.

Data Sources:

The first part of this foundation is having the data that you need. Without the right data, analysis is impossible, so this forms the first key area to evaluate, even before looking at any reports or analytics. The following examples give you a sense of the types of data you might need available within your marketing automation system in order to perform certain types of analysis:

Product Purchase History: an analysis of whether individuals who bought product A are more responsive to messages about product B, or product C, would require you to integrate and store information about product purchase history within your marketing automation system

Social Media Effectiveness: understanding the effect of your social media efforts on buyer behavior requires you to track all key social media interactions with both known and unknown web visitors, and associate them back to purchase activity

Offline Activity: analyzing the effectiveness of offline activities, such as tradeshows or lunch seminars will require you to capture and track that information (registrants and attendees) within your marketing automation system

Each of these data sources is continually changing, so in thinking about your marketing automation choice, you’ll need to ensure you have the needed integration capabilities in order to get any data that resides in external systems into your marketing automation platform.

Data Quality:

The next foundation for marketing analysis is data quality. By this, we mean the ability to manage duplicates, cleanse, and normalize data. As marketing data is continuously touched – by web forms, list uploads, event registrations, and white paper downloads – it is imperative to have a process in place to manage this data quality inline.

Some key aspects of data quality that can affect your ability to effectively analyze your marketing efforts are:

Duplication: identical or similar records of individual contacts or accounts need to be identified, matched, and merged. Without this, any measurements of lead count, campaign response, or segment size will be inaccurate or misleading.

Completeness: in many cases, the data in a marketing database is not complete. Records may be missing values, or the data in them is not up to date and accurate. If analysis relies on these field values, it will not be effective until that data is available. The ability of your marketing automation system to do progressive profiling, and gradually add needed data to contact records is crucial in ensuring that you have the needed data completeness in order to properly analyze your marketing effectiveness.

Normalization: Data within a field, such as title, role, industry, or geography must be normalized to standard values in order to effectively analyze it. For example, if analyzing the effectiveness of a campaign in driving response from senior executives, if job titles are not normalized, and “Vice President” is written as “VP”, “V.P.”, “VP of”, “Vice Pres” or “Vice President”, your resulting analysis will be almost impossible.


Great marketing analysis rests on a foundation of great data. The ability of the marketing automation software you select to obtain the needed data, and maintain it in a state of continuously improving data quality is key to your success, and should be a key part of your analysis in making your selection. Read More...

Data Management and Marketing Automation - Video

In order to successfully move beyond the most basic drip marketing, it’s crucial for B2B marketers to effectively manage the data that they are working with. There are two main reasons that data has become more critical than ever before. First, it is with us for longer. As we engage with our prospective buyers earlier in the buying cycle, and nurture them throughout it, we are using the data for longer than ever before. Secondly, as we work to use marketing automation software to understand buyers, and then communicate with each buyer based on his or her unique needs, we end up using the data for various rules and automated systems.

When data is used by a marketing automation system for rules or automated systems, it needs to be clean and consistent. For example, in building a lead scoring algorithm, defining a target segment, or reporting on results, it is crucial that a title, an industry, or a country is represented in a consistent way so no contacts are missed.

In this quick but instructive video, Chris Petko, Eloqua’s Director of Marketing Operations talks about how we at Eloqua manage data, and how it is captured, cleansed, and analyzed. Chris introduces his 3 C framework and gives some great recommendations on how best to manage data as a marketing organization:



(if the video above does not load, please click here to watch Chis speak about marketing automation and data management)


Chris also discusses the Contact Washing Machine concept that automatically manages each and every data touch-point, and ensures that the data is cleansed and normalized. Chris discusses why this must be done inline, rather than as a one-time manual effort, given the way in that marketing data is continually updated via web forms, list uploads, and data flowing from other systems such as CRM.

I hope you enjoyed watching the video, and found Chris’s experience useful in your marketing operations. As someone who deals with marketing data on a daily basis, Chris has a lot of experience in exactly what aspects of data management matter, and how to approach it. Read More...

Marketing Automation Weekly Wrap-up - 2009/10/23

Some interesting posts this week from the B2B marketing and marketing automation universe. I haven’t yet seen the start of prediction posts for the coming year, but as it’s almost November, I’m eagerly awaiting those. I have had some fascinating conversations lately with some very smart folks in the industry, and the year ahead should prove to be interesting and very different than anything we’ve experienced before if those conversations prove accurate. I hope you enjoy this week’s selection of posts.



John Caddell on Customers are Talking with a quick but important reminder that B2B customers are very different than consumers because of the various constituents we must deal with. Feedback from the groups or individuals we deal with every day is not the same as feedback from the whole user base
http://caddellinsightgroup.com/blog2/2009/10/how-b2b-customers-talk/


Chris Henneghan on Schubert’s B2B Marketing Blog takes a contrarian view at the idea of Crowdsourced creative marketing campaigns, especially in a B2B marketing context
http://blog.schubert.com/2009/10/04/crowd-control/



Scott Brinker on Chief Marketing Technologist looks as the balance of automation and human insight within marketing operations and borrows some lessons from the military’s use of UAVs like the Predator – automation, but in the context of a dynamic, ever-changing, and unpredictable environment. Like marketing, but with missiles:
http://www.chiefmartec.com/2009/10/marketing-operations-and-the-predator.html


Jamie Wallace on Savvy B2B drew lessons from her toddler’s kindergarten’s ability to carefully nurture, build trust, and overcome objections with one of the most discerning demographics, that can be very relevant to our thinking about lead nurturing.
http://savvyb2bmarketing.com/blog/entry/296121/marketing-with-the-kindergarten-conversion-technique


Suaad Sait from the B2B Lead builds a three part marketing maturing framework that gives a comprehensive view of what marketers need to look at in assessing their own marketing maturity and effectiveness. The three posts work well together and give a lot of great topics to think about:

Measuring what Matters: http://blog.reachforce.com/sales-and-marketing-tips/marketing-effectiveness-assessment-measuring-what-matters-assessment/

Effectiveness and Marketing Execution: http://blog.reachforce.com/sales-and-marketing-tips/marketing-effectiveness-marketing-execution-assessment/

Marketing Database Assessment: http://blog.reachforce.com/database-marketing/marketing-effectiveness-marketing-database-assessment/


Michelle Bowles from the Online Marketing Blog set out a framework for a content marketing strategy. As a structure for thinking about what content you are creating, for whom, and why, this framework gets you thinking about the right questions and issues:
http://www.toprankblog.com/2009/10/content-strategy/


I hope you enjoyed the continueing conversation on marketing automation and B2B marketing as much as I did. Read More...

Evaluating Marketing Automation/CRM Integration

In a recent post, we talked about the three key elements in the Marketing Automation/CRM integration stack; data, activity, and process. This gives a good sense of the key elements that need to be integrated in order to have a seamless flow of the business process between marketing and sales. The next challenge in evaluating an integration between your marketing automation and CRM systems is understanding how to approach the integration. Depending on what systems you are using, and how complex your requirements are, this can end up in one of 4 buckets, each of which has its own unique characteristics.

The way to think about this is a 2X2 matrix. The first dimension is whether your Marketing Automation software is natively “aware” of the CRM system you are working with or not. The second dimension is whether your business processes for the integration are standard, or customized.

Native Support of Chosen CRM System

There is much confusion in the industry on this point, as the claim to “be able to integrate with” a particular CRM system leaves much to be clarified. There are, to significantly simplify, two main approaches to an integration. In one method, the marketing automation system itself is natively aware of the API calls of the CRM provider, and can update data, make notes of web activity, or create leads as appropriate.

The second method, however, is a more passive approach. Instead of taking care of the calls directly and natively, the information is provided through an API, and is available for integration as needed, but a third party integration tool would likely be required. This approach definitely allows integration, but requires a more technical investment on behalf of the organization looking to perform the integration.


Standard or Custom Business Process

When examining the business processes for the integration, many businesses will discover that they have unique requirements that are outside of the standard and typical business flows. Unique sources of data for segmentation, lead scoring criteria that come from your CRM system, novel lead handoff or claw-back processes with sales, or data requirements based on analysis needs can all drive custom integration processes.

Depending on your approach to integration – native support or non-native support – these custom process requirements can be handled in different ways.


Integration Scenarios, and Questions to Ask

Each integration scenario leads to different integration considerations. Each allows integration, and each can lead to a very successful and viable integration, but the difference are important to be aware of.

Standard Business Process, Native CRM System

This is the best available option, as it combines standard business processes with a known, and natively supported CRM platform. This should be a very quick process, and ideally will incorporate best practices and experience into the standard integration processes that are enabled. If this is the situation you find yourself in, ask questions around the marketing automation provider’s experience with that CRM platform:
- How many integrated clients do you have on that specific CRM system?
- Are you that CRM vendor’s recommended provider of marketing automation?
- If custom business process requirements arise down the road, is there the flexibility to customize?

Custom Business Process, Native CRM System

Either on initial engagement, or after the initial processes begin to show their success, there is often a need to expand the depth of the integration between CRM and Marketing Automation. As your lead scoring, handoff, and nurturing process grows in maturity, you will need to expand how the two platforms coordinate. As you are dealing with a CRM system that is natively understood by your marketing automation provider, the flexibility of your marketing automation provider is what will govern your success here. Ask questions both around the flexibility of individual calls into the CRM system, and the ability to customize the workflow that governs when those calls are used:
- What entities within the CRM system are accessible; contacts, accounts, tasks, activities, custom objects, etc?
- Can any updates (ie creating a task), be fully customized to control exactly what is written?
- Can a workflow process be created to give you as a marketer complete control of the update process?

- Do you have full decision/branching control in that workflow process


Standard Business Process, Non-Native CRM System

If the CRM system you are using is not natively supported by the marketing automation provider you are considering, integration will be possible, but there will be a significant amount more work to be contemplated. Essentially in this case, both your CRM provider and your marketing automation platform will expose an API, and you will need to use either custom code or an integration platform to build the integration.

If this is the situation you are looking at, a few key questions to ask your marketing automation software provider:
- How robust and deep is their API? Does it cover all of the key functions you will need to replicate a standard integration with your CRM system?
- How much experience do they have with integrations outside of their most familiar CRM system? (If they only have experience integrating with one CRM system, you will likely find that the flexibility to integrate with other CRM systems is not present)
- Will there be an experienced best practice team to help you with the business process aspects of the integration?
- Is there a deep partner ecosystem with experience in building integrations that you can rely on if needed?


Non-Standard Business Process, Non-Native CRM System

This is the most interesting and challenging of all the integration options. With both a non-standard CRM system, and a custom business process, your integration project will likely be more challenging than the previous options. It is important in this situation to accurately assess your integration plan in order to avoid surprises as you move forward.

Some important questions to ask of your marketing automation provider:
- Does their API cover all key areas of interest? Has there been a community of partners and developers working with the API for at least a year in order to ensure that the necessary depth and robustness is present?
- Is there a workflow engine within the marketing automation platform that can work seamlessly with the API in order to allow marketers to configure unique business processes which are then easily integrated?
- Is there a community of clients and partners who have built integrations with a wide variety of systems – data warehouses, business intelligence, purchasing, CRM, etc – whose experience you can draw from


Integration Between Marketing Automation and CRM

The integration between a marketing automation platform and a CRM system is the technological underpinning of the alignment between sales and marketing. As such, it is a key area to understand and investigate in thinking about a marketing automation investment. Whereas many things are possible in looking at integration between two systems, understanding the scenario you are in and what that means for integration can make your marketing automation journey significantly smoother.

Read More...

Relationships Salespeople's Biggest Competitor

Truly great sales skills are both rare, and genuinely valuable in the overall revenue creation process. The art of understanding the people, politics, and pains within an organization, and positioning your offering in such a way to navigate through to a closed deal is difficult and needed. In almost any situation, as you try to navigate the buying process, your competitors will be working to disrupt your progress and further their own.

This is definitely a threat, but many sales people seem to overlook an even bigger competitor to their efforts. Google.

Quite simply, the reason that you, as a B2B salesperson, are invited to meet with prospects is because you carry the promise of unique and valuable information. Whether it is insights into their business, unique perspectives of industry trends, anecdotes of what others in the industry are doing, or access to negotiation options on pricing, service, or terms. Only by providing that valuable insight do you earn the right to their time and consideration.

However, more and more, executives and mid-level decision-makers are becoming less willing to grant that time to salespeople. The reason is not economics, as this trend was here in good times and in bad. The reason is not even solutions that are competitive to yours, as this trend is affecting everyone. The reason is access to information. If a prospect can get information on your capabilities, understand the market’s opinion of your fit in circumstances close to theirs, and form an understanding of the effort and costs involved in making and investment, then the information you provide is not a unique value.

This makes Google your largest competitor for prospects’ attention. If you can’t add more value than Google (or Bing) in your sales call, then you should not go.

The major search engines do a great job of providing access to generally available information, opinions, and perspectives. To provide value, as a sales person, the level of information you provide needs to improve beyond this. To add value above and beyond the search engines, top salespeople need to provide unique perspectives on the prospect’s own situation, inside access to pricing, service, or terms, and intelligent commentary on which industry trends may be relevant to the prospect.

The early stages of buyer education are best done, in today’s environment, by the marketing team, using marketing automation and lead nurturing. This change in the roles of marketing and sales may be uncomfortable, but it is needed in today’s changing buying environment. The insights that might have been gained in the initial discovery conversation is best understood by observing the buyers’ digital body language.

Sales, as an art, will continue to be a key element of delivering revenue to a business. However, as access to information continues to increase for prospects, good B2B salespeople must continue to increase their ability to provide unique information and perspectives. Read More...

Marketing Automation Weekly Wrap-up - 2009/10/9

As with any week, themes seem to develop. This week's theme appears to be influence - measuring influence, developing influence, and understanding influence. Although a number of the posts don't have a lot to do with marketing automation this week, they are hopefully of interest to anyone working in B2B marketing in general. I hope you enjoy these posts as much as I did.


Laura Ramos on B2B Marketing Posts covers 7 degrees – a tool for mapping connections among people in your network that has a lot of promise in understanding who is able to influence whom:
http://b2bmarketingpost.com/2009/10/05/peoplemap-a-real-tool-for-sales-enablement/


Kipp Bodnar on Social Media B2B looks at some interesting tools for understanding influencers - although it is still a very nascent industry, there are some interesting developments that might have longer term implications:
http://socialmediab2b.com/2009/10/b2b-social-media-influencer-marketing/


Aaron Pearson on B2B Voices talks about using storytelling to draw in and ultimately influence customers – even in B2B marketing:
http://www.b2bvoices.com/2009/10/use-storytelling-to-draw-in-customers/


Kyle Flaherty on Dance With Strangers looks at the abundance of self proclaimed experts and sets out the requirements for truly being a Rock Star in an industry and having influence on people within that industry:
http://www.dancewithstrangers.com/2009/09/29/social-media-rock-stars-as-abundant-as-oxygen/



Valeria Maltoni of Conversation Agent, one of my long term favourite writers, list some insights she picked up at the inbound marketing summit:
http://www.conversationagent.com/2009/10/12-things-i-learned-at-the-inbound-marketing-summit.html


Roger Dooley on Neuromarketing reviews the book “How We Decide”, which, although I haven’t read it, sound like a great resource for understanding how decisions are influenced, both emotionally and rationally:
http://www.neurosciencemarketing.com/blog/articles/decide.htm



Rob Meyerson from Semantic Argument looks at elements of differentiation in B2B branding, and some of the approaches that can successfully be used to differentiate enough to influence buyer behavior:
http://www.semanticargument.com/2009/10/01/dimensions-of-differentiation/ Read More...

Marketing Automation in Europe and Asia - for North American Marketers

Many organizations with a history in North America are legitimately concerned about what they need to consider when engaging with their European and Asian teams on the topic of marketing automation. In this information-packed video, Stuart Wheldon, Eloqua’s Director of Client Services for EMEA and Asia-Pacific walks through some of the important factors to consider.

Stuart looks at how data models may need extra consideration in modeling prospective buyer information, how language plays a role in more than just your marketing content, and the team structures that generally work best to achieve success.



(if the above video clip doesn't load, click here for the Marketing Automation in Europe and Asia (for North American marketers) video)

Stuart’s experience in both the North American and non-North American markets give him a unique perspective on what marketers from North American need to think about when considering marketing automation software rollouts globally. His views on how teams localize marketing campaigns, well beyond just translation, and how this affects both team structure and rollout planning are very insightful. I hope you enjoy the video as much as I enjoyed talking with Stuart on this subject.

Read More...

Marketing Automation Weekly Wrap-up - 2009/10/2

I was thrilled to see an extremely kind accolade from Pete Jakob on his B2B Marketing blog about these updates, so hopefully this week's selections don't disappoint. The pressure is on now, I realize.

A few of this week's best posts tackled topics around word-of-mouth marketing. Who is most likely to be influenced to recommend you, and some new technology announcements that will change how we have to think about word of mouth, comments, and influencers.



Jim Novo on the Marketing Productivity Blog had an interesting post with some counter-intuitive thoughts on who in your audience can actually be positively influenced to recommend you more. It might have some significant implications for B2B marketers thinking about social media and influence:
http://blog.jimnovo.com/2009/09/23/awareness-versus-persuasion/


Interleado, on their company blog, wrote a good article on the importance of internal links (within your own web properties) to how the search engines see and rank you. Worth considering, as it is very much in your control:
http://www.interleado.com/blog/index.php/2009/10/01/internal-links-why-are-they-important-5-tips-for-improvement/


Louis Gray looked at Twitter's recent announcement on their Lists capability. This will likely have some significant implications to understanding who people *really* follow vs just having in thier follower list. Very interesting implications to understanding true influence:
http://www.louisgray.com/live/2009/09/twitter-readying-public-lists-extending.html


C. Edward Brice at Marketing Gimbal looks at Google’s new SideWiki and its ability to bring the social element and word of mouth to any web page. A wake up call for marketers to engage with SideWiki, if nothing else but to understand it and listen to the conversation:
http://marketinggimbal.typepad.com/marketinggimbal/2009/09/marketers-wake-up-googles-sidewiki-brings-new-social-dimensions-to-your-companies-digital-doorstep.html


Scott Gillum from MarketBridge looks at some good techniques for embedding social media discussions into a live B2B event. Admittedly, this was a social media event, but the ideas are good for borrowing:
http://b2bknowledgesharing.blogspot.com/2009/09/insights-and-epiphanies-from-recent-b2b.html


Josh Stailey at the Pursuit Group takes on the myth of sales velocity. The buying process is slow and steady. You can influence it but not push it. A very cutting analogy with car manufacturers' deep discount policy and how it stole from future demand drives the point home:
http://blog.thepursuitgroup.com/Blog/bid/10631/The-myth-of-sales-velocity


Michele Linn at Savvy B2B talks about the SEO effects of FAQ pages (and other benefits), which makes a great starting point in thinknig about content marketing and SEO:
http://savvyb2bmarketing.com/blog/entry/279141/5-reasons-to-include-faqs-in-your-content-marketing-strategy


Dennis Dayman on Deliverability.com looks at privacy policies, fine print, and disclosure; where the letter of the law may not be enough. In today's world, any disconnect between your brand promise, and what your brand delivers, will be quickly exposed, both legally and socially. Fine print will not make up for that:
http://blog.deliverability.com/2009/09/privacy-policy-not-.html


Mike Damphousse on Smashmouth Marketing publishes some interesting data on the best time to call – not at lunch time – in continuation of last week's theme of the resurgence of the strategic relevance of the inside sales function:
http://www.damphousse.org/2009/09/lead-generation-tip-take-3-hour-lunches.html



Another great week, with lots of interesting posts. I hope you enjoy this week's selection of the best from B2B marketing and marketing automation writers. Read More...

Marketing Automation Weekly Wrap-up - 2009/09/25

It’s been more than a week since I wrote my last weekly wrap-up, and that is more a reflection on me than on the writing this week. There are again a lot of great posts out there this week, and I enjoyed reading many more than I was able to highlight here. I hope you enjoy some of this week’s highlights as much as I did


Laura Ramos (B2B Marketing Posts) published her long awaited, and very well thought out Lead Management Market Overview. If you are thinking about an investment in marketing automation or lead management, this guide is well worth reading. Laura’s insights and depth really show through well.
http://b2bmarketingpost.com/2009/09/22/lead-management-market-overview-published/


Dianna Huff (B2B MarCom Writer blog) writes about the challenges, but ultimate success, of a B2b video testimonial campaign with details on how to get approvals, how to plan, and how to structure questions in a non-salesy way to allow customers to speak freely.
http://marcom-writer-blog.com/2009/09/22/b2b-video-waters-customer-testimonial-campaign-a-hit/


Sirius Decisions reports on a trend that Inside sales is on the rise in 2010 – due to cultural acceptance, better technology, and budgetary constraints.
http://www.siriusdecisions.com/live/home/document.php?dA=C1522.78


David Raab (Customer Experience Matrix) reviews the recent Adobe/Omniture acquisition acquisition and what it means for marketers, Adobe, and Omniture. David takes the position that this will squeeze the marketing automation space, but most of the comments disagree with that view.
http://customerexperiencematrix.blogspot.com/2009/09/adobe-buys-omniture-good-for-marketers.html


Brian Carroll (B2B Lead Generation blog), as part of his series on lead generation, talks about developing and intensifying your ideal customer profile – mostly based around pains you can solve for them, and their motivations, rather than demographics or firmographics.
http://blog.startwithalead.com/weblog/2009/09/develop-your-ideal-customer-profile.html


Adam Needles (Propelling Brands) does a deep dive into the nature of the changing B2B buyer and the evidence for that change. As with all of Adam’s posts, this reflects his history as an analyst, and truly dives into the data and factual evidence.
http://propellingbrands.wordpress.com/2009/09/24/nailing-down-evidence-that-the-nature-of-the-b2b-buyer-has-changed/


Tom Pick (WebMarketCentral) writes a posts on Product Launches, and why a Rolling Thunder approach may be a better idea than the typical Lightning Bolt approach we often use.
http://webmarketcentral.blogspot.com/2009/09/better-way-to-launch-new-products.html


Andy Hasselwander (B2B Marketing Confidential) looks at the buying process, and our ability to facilitate it, from the perspective of a “barrier removal strategy” – with an interesting comparison of the B2C and B2B Apple strategy.
http://b2bmarketingconfidential.blogspot.com/2009/09/barrier-removal-marketing-strategy.html


Carlos Hidalgo (Annuitas Group), writing on the DemandGen Report, gives an overview of the processes to audit in looking at a marketing automation investment. He makes a very strong case to look at the process first, and not assume that technology can fix a broken process.
http://demandgenreport.blogspot.com/2009/09/process-audit-needed-to-identify-breaks.html


Ardath Albee (Marketing Interactions) makes the case that lead nurturing is very different than stringing together existing marketing campaigns – it needs to lead buyers on a well thought out journey, rather than just communicating frequent messages.
http://marketinginteractions.typepad.com/marketing_interactions/2009/09/lead-nurturing-is-not-about-campaigns.html

Read More...

Lead Handoff and Sales Measurement - Video

Scoring leads to determine which are qualified for sales is only valuable if the sales team works with those leads appropriately when they are handed off. This is complicated by the fact that in many cases, a sales attempt to connect with a lead can result in ambiguous outcomes, like leaving a voicemail, or discovering that the prospect is interested, but suggests speaking again in three months.

In this quick video, Eloqua’s Director of Marketing Operations, Chris Petko maps out the key elements of a process for handing leads to sales, providing sales with a way to easily take action on a lead, and then automatically handing each of the lead dispositions that are likely to happen.



(if the above video doesn't load, please click here for the lead handoff and sales measurement video)

The ability to select which leads, by both fit and engagement, are qualified for sales allows very flexible control of the flow of leads to sales, so the flow can be increased or decreased based on the propensity of the leads to close and the size of the sales force. Similarly, creating a task for sales for each lead allows very rigorous management of the overall process, as the task completion can be managed and measured very carefully.

This all follows from effectively defining which leads are truly ready for sales. This was covered very well in a recent video on lead scoring best practices that is worth watching if you missed it.

Marketing automation is of course a key element in handling the lead dispositions, as Chris highlights in the video. For each disposition option on the task presented to sales, a marketing automation program can handle the lead, nurture them as appropriate, and monitor them for signs of renewed activity.

Enjoy the video, Chris lives and breathes marketing operations, and truly knows his stuff. Read More...