Building a marketing automation ecosystem in B2B
Marketing automation is just a means to an end and certainly not a standalone initiative that wanders around somewhere between marketing, IT and sales. Too many companies start a marketing automation trajectory for the sake of automating in the end... standard tasks like sending emails. And that’s exactly why about 33% of all marketing automation implementations gets abandoned in the first two years of ‘trying to get the thing operational’. Messer Group and The House of Marketing joined forces slightly over a year ago with one BHAG in mind: decreasing the companies’ sales rep dependency ratio and adding value to the newly implemented CRM. We’ll give you a walk-through in the process of deploying a marketing automation set-up in multiple countries, multiple languages while +50 DMU’s are involved. As a cherry on the cake we’ll share key results on how we succeeded in lowering our cost per lead with over 50%.
Dennis has a background in innovation management, start-up coaching, digital performance marketing & management advisory. He is involved in various start-ups, experienced a few fails himself and is a strong growth marketing believer. He likes a cup of tea at the Facebook offices and eats new marketing tools for lunch. Dennis recently launched UPTHRUST, an initiative from The House of Marketing. Both being part of Quanteus Group.