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. So how do you get decision makers to pay attention to your brand?Start a podcast and invite your ideal clients to be guests on your show.Learn more at sweet fish Mediacom. You're listening to the be tob growth show, a podcast dedicated to helping be tob executives achieve explosive growth. Whether you'relooking for techniques and strategies or tools and resources, you've come to the rightplace. I'm James Carberry and I'm Jonathan Green. Let's get into the show. Welcome back to the VDB growth show. We are here today with Kevin Oregan. He's the president and CEO of Bay Shore Solutions. Kevin, howyou doing today? Very good, James. Nice to talk to you today.Group to talk to you as well. Kevin. It's always nice to talkto folks that are that are right down the road from us, andso you just happen to we just realize that you're you're about an hour anda half away from me here Orlando. So we're going to be talking today, Kevin, about marketing. Automation.

...is particularly around kind of the discoverywork that needs to go into before you implement a marketing automation system, figuringout and okay, what questions do I need to ask? How do Ineed to go about this the right way before I even choose a vendor,because there's there's a lot of discovery work that needs to happen. But beforebefore we dive into that with you, Kevin, I'd love for you toexplain into our listeners just a little about base shore solutions and what you andyour team are up to over there. Now, James, I appreciate thatwill. Bashore solutions is celebrating is twenty two anniversary in being in the inthe digital advertising space, and so very early on our company saw an opportunityto help companies grobe high building their first website twenty two years ago, andcertainly I've seen significant amount of changes on the in the digital landscape in thosetwenty two years. But in those twenty two years we've been become a companywho helps our customers design and develop the...

...right marketing website for their company.And half of what we do is designing developing websites that are going to converttraffic to customers, and the other half of what we do is designed todevelop the advertising campaigns in the marketing automation platforms to bring that traffic to thewebsite and make sure that that traffic can stays engaged until we can get aconversion out of those customers. And twenty two years into it, designing developingcompanies websites and designing and developing the advertising campaigns that are going to drive qualifiedtraffic and nurturing campaigns to get that traffic to get engaged and eventually attracted andon board as a customer, I love it. I love it so so, Kevin, you're obviously the the guy to be talking about marketing automation,since this is the work that you guys are doing for clients today and aday out, and as we were talking about this, I alluded to itbefore, but as we're talking about it offline, so that one of thefirst things that should be talked about is just the importance of talking about thediscovery work that needs to go in kind of pre you know, putting ina marketing automation platform. Can you talk...

...to us a little bit about that? You know, why is this discovery works so important when it comes tomarketing automation? Yes, James, I think the discovery is probably the mostkey ingredient, obviously getting started, but in my experience I think all toooften we look at technology to be the solution for things that we're trying tosolve, and it often is. But in my experience sometimes we purchased thetechnology first and try to make the technology work rather than trying to figure outwhat the what the goal is that we're trying to solve and what's the strategy, tactics resources to get there and then select the tool at the tail endof the journey and in my experience and helping not only our own organization leveragemarketing automation very successfully, but significant number of customers that we do too,gathering the requirements to see how this particular industry, how any particular industry,can leverage marketing automation. What is it that the what's the clients journey?What's your prospect of clients journey, and...

...where are they finding out about you? Is it through search engines? Is it through social media? Is itthrough a third party content, email on your website, off your website?But what are the different touchpoints that the perspective customers going to be reviewing intheir journey of selecting a company that they're going to engage for a product orservice in so really, first and foremost, you understanding who is the target market, or market for target markets, target audiences that you're going to tryto create marketing automation for, and then, secondly, and where are those peoplespending their time online? And then, third how can you get great contentin front of them at the right frequency and touch points and measure allof that, and in marketing automation can do all of that. But Ithink too often I've seen the purchase of the tool first and and then tryingto make it fit, as opposed to understanding what are the strategy, thetactics and the resources it can need to...

...deploy, and then picking a toolthat's going to best do it and and see campaigns much more successful in thatapproached, and maybe purchasing what is, to believe to be the best marketingautomation platform and trying to figure out how to make it work. So youknow, talking through kind of that, that pivotal mistake that you just mentionedtheir Kevin of people trying to pick the tool first and then design a strategyor tactics. That kind of fit into that tool? Do you have anyadvice around? Okay, so, so if we need to think about strategyfirst, what are some questions that a marketer who hasn't deployed marketing automation platformyet? What can they be asking themselves to kind of land on what thatright strategy is? Ys So, first and foremost, defining your target audiences. Many companies have more than one and start to develop personas around those targetaudiences. But Forst and foremost, know who are we who are marketing to? And then, secondly, what are the channels in which those people dotheir research? You know, and using...

...the funnel analogy and a high funnelstrategy or in a lower funnel strategy, but one of those different touchpoints thatpeople are visiting in the research process. Those would be the most critical things, understanding who the target audiences are and where those different audiences do their research. Once that's identified, now you have to determine what channels that content andmarketing and advertising is going to have to go into. And now what isthe content commitments in the advertising by commitments to get your messaging in those areasin which, your perspective, customers are doing their their research? And then, you know, once we now have attracted people, we've brought them toyour website or or maybe your social media and things of that nature, howcan we get them to take action? Phone call, form submission off ofa website and then really a start. Let Marketing Automation in the form oftrink campaigns and and and other types of content being reshared with them and manyof the engagement of that content as the buyers journey continues to progress. Soso, Kevin, we've got a lot...

...of be TOB technology companies, marketingleaders at at be tob tech companies that are listening to this. Is thereany particular type of messaging that you found tends to work better with that particularuse case, with be tobtech companies trying to trying to reach other marketers?I've noticed that just my own behavior, you know. I'm still obviously payingattention to email, but anything that looks remotely like a mass email isn't gettingas much of my attention anymore. So are you seeing that there are certaintypes of campaigns that that work really, really well? So these great question, James, and I think that my answer would be we see email beingvery successful when it's personalized to the right buyer and so, like you said, if it looks remotely marketing related and you're not of interest, that goesinto the spam folder and to the deleted...

...but highly targeted email because is hot. It can be very, very effective. But you know, there's differ.It has to be broken as we very personalized and it's personalized based onthe product or service that the prospect maybe looking at. It's it's a personalizedbased on what stage they are in the research phase, at a high level, medium level, are ready to buy. It could be personalized this on gender, geography, things that nature. But email can be highly effective ifit can be read by the recipient. Is kind of a one to oneimpression and not a one to Brazilian. So that's that's when the personalization andcreating personas and leveraging marketing automation to be able to send out a lot ofcontent, but that contents broken up in many different campaigns based on again,different products or services, different stages and within the bicycle, and another criteriathat you'd want to make your content more unique to increase your your open ratesin your in your action levels. That...

...that that makes perfect sense, Kevin. So before I close down the conversation today, would love to have youknow any other thoughts you have around marketing automation. We're talking to be tobmarketers here, so this is marketing automation. Is probably something that they're that's ontheir radar. They've if they haven't implemented it yet, they're they're atleast thinking about it. Any words of advice or words of wisdom that youwould you would give that you haven't already shared? That that we can talkabout before I let you go today. Yeah, I appreciate the teams.I think the words of wisdom maybe just more on the levels of experience andlenging marketing automation. You know, the continued engagement of content by your prospectwithout marketing automation maybe wasn't always known, and you know with right technologies andtools in place your you're now able to look to see the buying behavior ofyour prospects and look to see what their engagement level is and from a froma selling organization perspective, they're going to...

...come in the morning. You knowthese five prospects are these fifty prospects are the ones that engage most on yourwebsite the night before. Those are probably the people that need to be calledfirst. Just a cult called randomly, not knowing where people are. Andso, you know, as this content being syndicated across these different channels andit's being read by different people at the time, it really helps, youknow, be able to improve the sales process by knowing who to call whatto talk to him about, not always closing. I know you're on thesefive pages of our website last night, I know you read my email ormy attachment, but you know, just having opportunity to more warmly engage withfolks and shorten the sales cycle and know who to call, and I knowwho to continue to drip from a messaging perspective to see if you can getthe engagement level higher. Love it, I love it. That's fantastic advice, Kevin. If there's somebody listening to this, they want to stay connectedwith you or they want to learn more about base shore solutions, what's thebest way for them to go about doing that? Absolutely just Kevin at bashoresolutionscom is email in. That would pard...

...be the best way. Awesome,Kevin. Will thank you so much for your time today. This has beenfantastic and I really appreciate it. Thanks, Jane Jem Great Day. To ensurethat you never miss an episode of the B to be growth show,subscribe to the show in Itunes or your favorite podcast player. This guarantees thatevery episode will get delivered directly to your device. If you'd like to connectwith B tob executives from all over the world, make sure to join ourprivate facebook community. There are some incredible conversations happening inside this group. ToJoin, visit be toob growth showcom FB. Thank you so much for listening.Until next done.

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