614: Before You Choose a Marketing Automation Vendor, Do This w/ Kevin Hourigan

ABOUT THIS EPISODE

In this episode we talk to Kevin Hourigan, President and CEO at Bayshore Solutions.

LinkedIn: https://www.linkedin.com/in/kevinhourigan/

There's a ton of noise out there. Sohow do you get decision makers to pay attention to your brand start a podcastand invite your ideal clients to be guess on your show, learn more atsweetfish media dotcom, you're, listening to the BETEB growthshow a potcast dedicated to helphim bee to be executives achieve explosivegrowth, whether you're looking for techniques and strategies or tools andresources. You've come to the right place, I'm James Carburry and I'mJonathan Green. Let's get into the show! Welcome back to the VDB growth show. Wewere here today with Kevin Oregon Heis, the president and CEO of BayshoreSolutions Kevin how you doing today, very good chanes Nice, to talk to youtoday great to talk to you as well Kevin. It's always nice to talk tofolks that are that are right down the road from us, and so you you justhappen that we just realize that that you're you're about an hour and a halfaway from me here in Orlando. So we're...

...going to be talking today, Keven aboutmarketing aunomation, particularly around the discovery work that needs togo into before you implement a marketing automation system, figuringout T an ookay. What questions do I need to ask? How do I need to go aboutthis? The right way before I even choose a vendor, because there'sthere'sa lot of discovery, work that that needs to happen, but before before wedive into that with you, Kavin Hi'd love for you to explain to ourlisteners, just littlout bayshore solutions and what you and your teamare up to over there. No James. I appreciate that mlbasor solutions incelebrating, as twenty second anniversary in being in the in thedisual advertising space and so very early on. Our company saw anopportunity to help companies grobe high building their first websitetwenty two years ago and certainly have seen some significant amount of changeson t in the digital landscape in those twenty two years. But in these twentytwo years we've been become a company who helps our customers, design anddeveloped. The right marketing website...

...from ther company and half of what wedo is designing, developing websites that are going to convert traffic tocustomers and the other half of what we do is design Tand, develop theadvertising campaigns and the marketing onimation platforms to bring thattraffic to the website and make sure that that traffic cl stays engageduntil he can get a conversion of those customers an twenty two years into it.Um Designing the belt and company's websites and designing and developingthe advertising campaigns that are going to drive qualified traffic andnurturing campaigns to get that traffic to get engaged and eventually attractedand on board. Is a customer elove it so so Kevin you're, obviouslythe guy to be talking about marketing autimation. Since this is the work thatyou guys are doing for clientstoday in a day out and as wewere talking aboutthis- I alluded to it before, but as we were talking about an offline so thatone of the first things that that should be talked about is just theimportance of talking about the discovery work that needs to go in Avpre. You know putting in a marketing on...

Amatian Platform. Can you talk to us alittle bit about that nd? Why is this discovery work so important when itcomes to marketing automation? Yes, James, I think m. The discovery isprobably the most key ingredient, obviously getting started, but in myexperience I think alto often we look at technology to be the solution forthings that we're trying to solve and often is. But in my experience,sometimes we purchase the technology first and try to make the technologywork rather than trying to figure out what the what the goal is that we'retrying to solve and what's the strategy tactics, resources to get there andthen select the tool at the tail indto the journey and, in my experience, inhelping M, not only our own organization, leverage, marketing,automation very successfully. But U know significant number of customersthat we do too gathering the requirements to see how this particularindustry. You know how any particulat industry can leverange marketingaunimation. What is it that the what's...

...the clients journey? What's? What'syour prospect of clients journey and and where are they finding out aboutyou? Is it through search engines, O SocialMedia? Is it through a third party content, email M on your website offyour website? But what are the different touchpoints that theperspective customers going to be reviewing in their journey of selectinga company that they're going to engage for a product or service and so really,first and foremost, O understanding? Who is the target market omark, ohargetmarkets, Dagon audiences, that you're going to try Tocrate, marketnonimationfor and then? Secondly, anwere? Are those people spending their time onlineand then third, how can you get great content in front of them at the mightfrequency and touchpoints and measure all of that and Morkan autimation cando all of that, but I think too often I've seen the purchase of the toolfirst and and then tryin to make it fit as opposed to understanding what of thestrategy, the tactics and the resources...

...et conned to deploy and then picking atool, that's going to best, do it and and sea campaigns much more successfuland that approach than maybe purchasing what is to believe to be the bestmarket in automation, platform and trying to figure how to make it work.So you know talking through kind of that that pivotal mistake that you justmentioned there. Cavin of you know, people trying to you know, pick thetool first and then design a strategy or or tactics that kind of fit intothat tool. Do you have any advice around okay? So so, if we need to thinkabout strategy first, what are some questions that a marketer who hasn'tdeployed a marketing aunimation platform? Yet what can they be askingthemselves to kind of land on? You know what that right strategy is yeah, sofirst anforust defining your target audiences ou know many companies havemore than one and start to develop personas around those target audiences,but first and formost know who are W, who are e marketing too, and then,secondly, um? What are the channels in which thosepeople do their research? You know in...

...using the fundamnt, Nalogy and highfunal strategy or in a lower fundel strategy, but wone AF, those differentpunchpoints that people are visiting in the research process. Those woild bethe most critical things, understanding who the target audiences are and wherethose different audiences do their research. Once that's idetifiednowyouve determine what channels that content in marketing and advertising isgoing to have to go into and now what is the content commitment in theadvertising by commitments to get your messaging in those areas in which yourprospective customers are doing their their research? And then you know oncewe ow tracted people, we've brought hem to your website or or maybe your socialmedia thinks that nature. How can we get them to take action? Phone call,form submission off, rof a website and then realis that Le Market onimationand in he form of trk campaigns and and and other tynds of content beingpresiared with them and Mater. The engagement of that M content as thebuyer's journey continues to progress...

...so so Gaewe've got a lot of btobtechnology companies, marketing leaders at bt, Bteh companies that arelistening to this is there any particular type of messaging that youfound tends to work better with that particular use case with be to beecompanies trying to trying to reach other marketers. I've noticed that justmy own behavior, you know I I'm still obviously paying attention to email,but anything that looks remotely like a mass email isn't getting as much of myattention anymore. So are you seeing that there are certain types ofcampaigns that that work really really well so Ein, question Tams, and I thinkthat my answer would be. We see email being very successful when it'spersonalized to the wite buyer and so, like you said it looks remotelymarketing related and and you're, not of interest. Then that goes into theSPANFOLDER NTO the deleted, but highly...

...targeted email is, is hot, a very, veryeffective, but you know there's as be proken as we very personalized and it'spersonalized based on the product or service that the praspect may belooking at. It's it's a personalized based on what stage they are in aresearch phase at a high level, medig model or ready to buy. It can bepersonawize, BAS, ongender, geography, things that nature, but but email canbe highly effective if it can be read by TNEERCIPPIAND, is kind of a one toone impression and not a one o t a Bhezillion, so athat thats withoutpercinalization Incradi, personas and anleveraging omarken automation to beable to send out a lot of content, but that content um broken up in manydifferent campaigns based on again different products of services,different stages, an win, the bicycle and another criteria that you want tomake your content more unique. To increase your on your open rates andyour inyouraction levels bout it that t...

...at that makes perfect sense Kevin. Sobefore I closed down the conversation today would love to have you know anyother thoughts. You have around marketing AU Omatian, we're talking toB TB marketers here. So this is no marketing automation's, probablysomething that they're that's on their radar they've. If they haven'timplemented it yet they're they're at least thinking about it. Any words ofadvice or words of wisdom that you would. You would give that you haven'talready shared that h that that we can talk about before I let you go today,yeah I apesete that Tams. I think the words of wisdom, maybe just more on the the levels of experience and lungingmarketing audimation. You know the UM continued engagement of content by yourprospect, Um without marketing automation, maybe wasn't always known,and you know, with right technologies and tools in place. Youkow you'reyou're now able to look to see the buying behavior of your prospects and look to see what their engagementlevel is and from from a selling...

...organization perspective. We're goingto come in the morning, you know these five prospects of these fifty prospects,ard, the ones that engage most on your website the night before Ye. Those areprobably the people that need to be called. First is just a cold callrandomly not knowing where people are, and so you know, as this content beingsyndicated across these different channels and it's being read bydifferent people at the time. It really helps you know, be able to improve thesales process by knowing who to call what to talk to Hem about not alwaysexclosing. I know you're on in these five pages of our website. Last night,I know you read my email or my attachment, but tst having opportunitymore mornly, engage it folks and Shortin, a sal cycle, a know who tocall and know who to continue to drift from a messaging perspective, to see ifyou can get the AAGEMENT littl higher lothat's, fantastic advice, keven. Ifthere's somebody listening to this, they want to stay connected with you orthey want to learn more about base sure solutions. What's the best way for themto go back. Doing that absolutely just Tenen at asor solutions, dotcom and isemail, and that would praraby b the...

...best way Awsom Kevin will. Thank you somuch for your time today. This has been fantastic and I really appreciate itTanksin Gim Right Day to ensure that you never miss anepisode of the B to b gross sho subscribe to the show in Itunes or yourfavorite pod CASS player. This guarantees that every episode will getdelivered directly to your device. If you'd like to connect with be to beexecutives from all over the world make sure to join our private fasebookcommunity. There are some incredible conversations happening inside thisgroup to join visit. Bta B growth show tcom, slash FB. Thank you so much forlistening until next time.

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