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're looking for techniques and strategies or tools and resources, you've come to the right place. 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, how you doing today? Very good, James. Nice to talk to you today. Group to talk to you as well. Kevin. It's always nice to talk to folks that are that are right down the road from us, and so you just happen to we just realize that you're you're about an hour and a half away from me here Orlando. So we're going to be talking today, Kevin, about marketing. Automation.

...is particularly around kind of the discovery work that needs to go into before you implement a marketing automation system, figuring out and okay, what questions do I need to ask? How do I need 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 before before we dive into that with you, Kevin, I'd love for you to explain into our listeners just a little about base shore solutions and what you and your team are up to over there. Now, James, I appreciate that will. Bashore solutions is celebrating is twenty two anniversary in being in the in the digital advertising space, and so very early on our company saw an opportunity to help companies grobe high building their first website twenty two years ago, and certainly I've seen significant amount of changes on the in the digital landscape in those twenty two years. But in those twenty two years we've been become a company who 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 convert traffic to customers, and the other half of what we do is designed to develop the advertising campaigns in the marketing automation platforms to bring that traffic to the website and make sure that that traffic can stays engaged until we can get a conversion out of those customers. And twenty two years into it, designing developing companies websites and designing and developing the advertising campaigns that are going to drive qualified traffic and nurturing campaigns to get that traffic to get engaged and eventually attracted and on 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 a day out, and as we were talking about this, I alluded to it before, but as we're talking about it offline, so that one of the first things that should be talked about is just the importance of talking about the discovery work that needs to go in kind of pre you know, putting in a 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 to marketing automation? Yes, James, I think the discovery is probably the most key ingredient, obviously getting started, but in my experience I think all too often we look at technology to be the solution for things that we're trying to solve, and it often is. But in my experience sometimes we purchased the technology first and try to make the technology work rather than trying to figure out what 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 end of the journey and in my experience and helping not only our own organization leverage marketing 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 it through 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 in their journey of selecting a company that they're going to engage for a product or service 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 try to create marketing automation for, and then, secondly, and where are those people spending their time online? And then, third how can you get great content in front of them at the right frequency and touch points and measure all of that, and in marketing automation can do all of that. But I think too often I've seen the purchase of the tool first and and then trying to make it fit, as opposed to understanding what are the strategy, the tactics and the resources it can need to...

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

...the funnel analogy and a high funnel strategy or in a lower funnel strategy, but one of those different touchpoints that people 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 and marketing and advertising is going to have to go into. And now what is the content commitments in the advertising by commitments to get your messaging in those areas in which, your perspective, customers are doing their their research? And then, you know, once we now have attracted people, we've brought them to your website or or maybe your social media and things of that nature, how can we get them to take action? Phone call, form submission off of a website and then really a start. Let Marketing Automation in the form of trink campaigns and and and other types of content being reshared with them and many of the engagement of that content as the buyers journey continues to progress. So so, Kevin, we've got a lot...

...of be TOB technology companies, marketing leaders at at be tob tech companies that are listening to this. Is there any particular type of messaging that you found tends to work better with that particular use 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 paying attention to email, but anything that looks remotely like a mass email isn't getting as much of my attention anymore. So are you seeing that there are certain types of campaigns that that work really, really well? So these great question, James, and I think that my answer would be we see email being very 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 goes into 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 on the product or service that the prospect maybe looking at. It's it's a personalized based 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 if it can be read by the recipient. Is kind of a one to one impression and not a one to Brazilian. So that's that's when the personalization and creating personas and leveraging marketing automation to be able to send out a lot of content, but that contents broken up in many different campaigns based on again, different products or services, different stages and within the bicycle, and another criteria that you'd want to make your content more unique to increase your your open rates in your in your action levels. That...

...that that makes perfect sense, Kevin. So before I close down the conversation today, would love to have you know any other thoughts you have around marketing automation. We're talking to be tob marketers here, so this is marketing automation. Is probably something that they're that's on their radar. They've if they haven't implemented it yet, they're they're at least thinking about it. Any words of advice or words of wisdom that you would you would give that you haven't already shared? That that we can talk about 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 and lenging marketing automation. You know, the continued engagement of content by your prospect without marketing automation maybe wasn't always known, and you know with right technologies and tools in place your you're now able to look to see the buying behavior of your prospects and look to see what their engagement level is and from a from a selling organization perspective, they're going to...

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

...be the best way. Awesome, Kevin. Will thank you so much for your time today. This has been fantastic and I really appreciate it. Thanks, Jane Jem Great Day. To ensure that 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 that every episode will get delivered directly to your device. If you'd like to connect with B tob executives from all over the world, make sure to join our private facebook community. There are some incredible conversations happening inside this group. To Join, visit be toob growth showcom FB. Thank you so much for listening. Until next done.

In-Stream Audio Search

NEW

Search across all episodes within this podcast

Episodes (1735)