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%.
With 10 years of experience in B2B Marketing and a strong affinity with Sales, Ken has a strong focus on lead generation and digitalization/automation of new and existing processes. Currently, Ken is responsible for the roll-out of an international Marketing Automation project within Messer Group.