After overcoming those pesky “not invented here“ issues, I quickly discovered that our beloved, ”sophisticated“ newsletter had actually become old-fashioned or mature at best.
“Modern Marketing“ had bypassed us without me even noticing.
It was then that I realized that lifelong learning is imperative… we had been in our comfort zone far too long.
GDPR was the shakeup we needed – a catalyst for change. Once our reservations had been set aside, we embarked on the great adventure of “Marketing Automation”.
During the onboarding process, we’d been introduced to a whole new world of marketing-buzzwords (e.g., lead-scoring) and tons of new abbreviations like UTM, MQL, SAL, DLG, and TOFU/MOFU/BOFU (I promise, explanations will follow below ;-). It’s almost as if we had to learn a new language – a language that only very few of us (the youngest) understood.
Marketing Automation might deliver value to our organization: Besides always-on campaigns that would magically fill an ever-growing sales pipeline, there would be an automated nurturing process for leads through the funnel, and for the first time, everything could be measured (even centrally) – e.g., via UTM codes (Urchin Tracking Module) by closing the gap between website & CRM-system – and referenced to lots of KPIs (Key Performance Indicators, like conversion-rates) & management-ready dashboards (see reverse demand waterfall below).
Best of all: Marketing, Marcoms, Sales and IT(!) would work closely together. Yeah, finally an end to silos!
Canon Demand Waterfall (c)Canon