Successful marketing automation allows brands to nurture prospects with highly personalised, valuable content experiences which are more likely to convert into delighted customers. However, once prospects become customers, marketing automation shouldn’t end there. The goal is to continue to create efficient experiences based on each individual’s needs, therefore reducing customer friction and promoting productive, long-term relationships.
At DigiConf, we were joined by Kathryn Lye, VP of Marketing at Speechmatics, an automatic speech recognition (ASR) company, selling software to global businesses looking to innovate with voice control. Kathryn is an experienced B2B marketing professional, working primarily in the tech sector, and she has a personal interest in how tech can enable marketing to be more productive, yet remain human and personable.
Based on how Speechmatics adapted its approach to marketing—addressing the need to showcase the value of its technology and the range of use-cases and industries—Kathryn explores in our webinar how this translated into their automation programs.
How did Speechmatics kickstart a marketing automation journey?
Firstly, the Speechmatics team decided to reframe how they see their buyers, asking themselves, “Who is our target audience? What is the value they can realise by implementing our technology? What do we need to achieve? And why are we automating?”
Diligent research was necessary to understand the end-user value and to define customer journeys with available data. Despite there being gaps in the data, it was an essential cross-department exercise to get to know audiences, potential buyers and the profiles of purchasing influencers working across buyer organisations.
Kathryn says, “It’s well documented that between 7 to 11 people will be involved in the buying journey, and that means the buying decision becomes more and more complex.”
Speechmatics had to start defining its tech stack and discover how it enables the customer journey as well as making the company more productive and able to scale globally. “MarTech often claims ease of use,” Kathryn warns, “but we shouldn’t underestimate the skills involved. One lesson I’ve learnt over the years is to ensure that decisions are led by the marketing team, not IT, but it’s important to consider the skills you might need.”
Automation programs need time to allow for measurement and reflection to take place. It’s been claimed that 40% of organisations do not see ROI from adopting marketing automation, and Kathryn stresses the importance of being able to do so by taking time to measure, learn and improve.
8 steps to get to know your customers in the buying journey
- Research – Do you understand the market, the competitor landscape, and your marketing strategy?
- Audience – What are your ideal customer profiles, and what do those customers need from you?
- Data – Do you understand segmentation? What is the quality of your data, and are there gaps?
- Influencers – Who will be influencing purchasing decisions, and what teams will play a role in the buying journey–internally and externally?
- Context – Where is your audience consuming information?
- Content – What content format do they prefer?
- Plan – What do you need to achieve and in what time frame?
- Timing – Are you delivering the right information to the right people at the right time?
To hear more from our expert speakers, just click here to view more DigiConf sessions.