1 out of 3 companies abandons the implementation of marketing automation. Don't be next!*

We live in an ever-changing marketing landscape, with customer experience and sales at the centre.

 

On the one hand, the self-empowered consumer controls the whole buying process and his customer journey consists of hundreds of micro-moments. To attract his attention in today's distracted world, marketers need to be able to capture every interaction and react to the "now", with personalized messages and taking the context into account (the right time, the right device and the right place). That is where marketing automation comes into play using the massive amount of "fingerprint" data.

 

On the other hand, marketers are more and more leading the way - not only in improving marketing, but also with sales efficiency. Marketing and sales need to work together more to improve lead generation and nurturing. Marketing technology can be an enabler for improving this collaboration in order to make the conversion happen. 

 

* The abandon rate is calculated as the ratio of dropped Marketing Automation (MA) tools over added MA tools during a given month. The data used is worldwide data for 11 leading MA tools based on Datanyze data.

At The House of Marketing, marketing automation refers to an approach that gets the best out of your software ecosystem in order to:

1

Delight your prospects and customers using timely, relevant and tailor-made communication.

2

Streamline, automate and optimize your marketing tasks and flows to increase marketing efficiency, productivity & ROI.

3

Optimize the alignment between marketing and sales to generate new and more business.

We can help you to achieve success...

 

Our passionate consultants create the context for success and actively assist you in making the transition to a future-proof customer experience, driven by marketing automation.

 

  • We use a proven 4-step methodology

    Our steps "analyze, design, build & run" are related to the typical building blocks – and pitfalls – of marketing automation: strategy, content, organization, data and technology. We believe that marketing automation cannot exist without the proper use of data, a strong content strategy, a customer-centric approach and effective implementation.

  • We are your marketing automation implementation buddy

    We are not like the average agency. We facilitate your transformation and orchestrate the different partners. We work independent of technology, vendor, integrator and agency. This is because we believe every organization requires its own unique set-up for success. But we can also manage your project as a one-stop-shop approach and select and manage all parties involved in your implementation process, from functional analysis to system integration and deployment.

  • We can also do your marketing (automation) for you

    If you lack internal resources or knowledge to start your new marketing way of working, we can also execute all of the tasks in the run phase for you. We bring in the right expertise at the right time (creative, technical, strategic, ...) based on the business model that fits your company best (time based, fixed monthly fees or a combination).

  • We manage the change in your organization

    In addition to implementing fancy tools and drafting customer journeys that are optimized to your funnel, our experienced PMO & change managers create the impact together with all stakeholders.

  • We are hardcore marketers with a customer mindset

    This is what differentiates us from technical implementators. Our THoM consultants are all trained in inbound marketing and have experience in one or more marketing automation platforms, as well as in persona creation and customer journey design.

  • We focus on impact and scalability

    We always think big, start small and scale fast. In every marketing automation project we identify quick wins to prove impact fast. And we take the pragmatic route with an Minimum Viable Product (MVP) at the center of your implementation to begin the process of learning as quickly as possible in order to avoid a waste of time and money.

Our methodology for a successful implementation

 

Marketing Automation Methodology

 

 

1

Analyze maturity and
customer centricity

We conduct an extensive AS IS analysis. The objective is to assess the current situation, define the gaps and create a shared vision of marketing automation with all stakeholders. 

 

Typical deliverables:

  • Marketing automation maturity assessment
  • Funnel analysis
  • Data quality & sanity check
  • Documented vision on M.A.
  • Business case development
  • Strategy assesment & finetuning and KPI development

2

Design the roadmap for implementation

We determine the ambition and design the TO BE situation. The objective is to define the future needs and prioritize based on business priorities (desireability vs deliverability)

 

Typical deliverables:

  • Buyer persona creation
  • Segmentation model
  • Customer journey map
  • Campaign flow definition
  • Content plan
  • Data strategy (source, type, format, etc.)
  • Lead scoring model
  • Functional, operational & technical requirements
  • System architecture
  • Vendor comparison & selection
  • Roadmap for implementation

3

Build and test the needed components

We set up and configure your technological and marketing ecosystem while preparing your organization for rollout. The objective is to build and test the different components. 

 

Typical deliverables:

  • PMO & change traject
  • Action creation
  • Content creation
  • Graphical design & template creation
  • Campaign setup
  • Functional & user acceptance testing
  • Lead-generation & nurturing setup

4

Run customer journeys & execute campaigns

We create, run and evaluate your campaigns. The objective is to continuously improve the actions and use the platform for an increasing amount of marketing activities.

 

Typical deliverables:

  • Campaign execution & management
  • Content training
  • Coaching on-the-job
  • KPI dashboard

 

Discover your level of marketing automation maturity

How would you describe your company when it comes to adopting Marketing Automation? Are you just beginning to embrace marketing automation?

Have you decided that marketing automation is something for your company? Or is your marketing automation machine already running?

 

PERFORM A FREE MARKETING AUTOMATION QUICK SCAN

After filling in this quick scan, we will provide you with useful tools based on your specific needs (such as an ROI Calculator, Vendor Comparison Guide or Campaign Checklist).

 

 

 

Get in touch with a few of our marketing automation experts

Dennis De Cat
Nathalie de Biolley
Inge Van Israël
Isabel Dorado
Laetitia Gutierrez
Lise Tack
Maxime Pudzeis
Thomas De Backere
Nienke Dupont
Karel Ingelbeen
Robine Goris
Bess Cannaerts
Niels Villers

Read technology stuff, straight from our experts

Dirk Blondeel
Dirk Blondeel
Head of Marketing Automation

Meet your marketing automation SPOC

Please contact Dirk with any questions.

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