How to avoid a B2B marketing-automation train-wreck

David M Raab believes that marketers everywhere will agree that they need automation systems for their B2B marketing – even if they’re not exactly sure why.  But even the best technology won’t guarantee success. Automating a bad B2B marketing process will only bring the failure on faster. So what marketing automation works?

David M. Raab is a Principal Consultant at Raab & Associates Inc and has managed an impressive list of clients, including AARP, CitiCorp, The Gap, First Union Bank and many others. He will be taking the stage at DemandCon in San Francisco this May to ‘look beyond the bells and whistles of marketing automation’ and discuss the preparation you’ll need to get real benefits. Raab promises a walk-through of the step-by-step process of preparing a B2B marketing plan for optimum marketing automation results.

Raab’s experience stems mainly from B2C, but I’m keen to see how this applies to B2B marketing. We advocate automation for most of our clients, and the tactics chosen in their B2B marketing plans usually rely on some form of automation. I think I agree with this speaker though, as I believe it’s process first, automation second.

And I’ll be demonstrating this process approach in the B2B Marketing Training Workshop on day 3 of DemandCon. Here Chuck Besondy and I will lead you through the process of building an end-to-end sales and marketing plan that helps you select tactics for every stage in the buyer’s journey, and to task each tactic with a clear and measurable role.

Haven’t yet registered for the B2B Marketing Training Workshop? You can do so (and get a 15% discount!) by scrolling to the bottom of our DemandCon event information page.

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