Ep. 65 | 3 Factors that Determine Your Success with Marketing Automation
In this episode of the Rethink Marketing podcast, we interview Phil Bosley, founder and CEO of Tactical Marketing. He shares with us his insights on the three key factors that determine a company’s success with marketing automation.
Before launching his business, he was a marketing strategist for Act-On, consulting thousands of companies on their marketing automation strategies. He’s been on the podcast before, and you can listen to him explain his marketing automation is like chess metaphor in Episode 21, or get his insights on the benefits of strategy and training to your marketing in Episode 50.
This transcript has been edited for length. To get the full measure, listen to the podcast.
NATHAN ISAACS: Can you tell us more about Tactical Marketing and yourself?
PHIL BOSLEY: I’ve been in marketing for about the last 20 years. And Act-On was perfect for me because I was able to just really live in my passion for digital marketing. As the lead marketing automation strategist, I developed a lot of the go-to-market playbooks, the strategy course you’ll find in the university, led the training and development of the marketing success managers.
As I developed in my career, I realized it was time for me to launch out into the deep blue. So I founded Tactical Marketing, website tacticalma.com, founded Tactical Marketing so that I could work more closely on projects with a lot of organizations that were struggling to deliver their message into the marketplace, that needed new and innovative ways to think about both the way they were positioning their companies and the technologies that they were using. It took off like a rocket, and really excited to be doing the work that we are.
Mapping the Marketing Automation Genome
NATHAN: Congratulations on that. And thank you for all the work you did with Act-On all these years. One of the last things you did with Act-On prior to leaving was a big data study on our customers to see what made them successful. Can you tell us more about that?
PHIL: We were looking to really understand what is it that makes somebody successful. And a lot of this goes to the shift in the way we support our models. We, as an organization, wanted to be more proactive at reaching out when customers were finding themselves off the path. And that was the direction of our support and marketing success organizations. And what we learned very quickly is we asked the question, what does make an Act-On customer successful? There were lots of opinions. People were firmly under the impression that if you log in a lot to Act-On, if you’re just invested, you’ll be successful. Others were of the opinion that it was all about just the quality of marketing. If you, as a company, had good quality marketing, you would be successful with Act-On.
And as we internally started to realize that there was a lot of debate and disagreement about this, we launched into a data study using modern data science methodologies. We collected data on just about every customer that we have. And we began to look for patterns. We used frequency tables, and histograms, we used ANOVA comparative studies with IBM’s SPSS software. We really took this to a scientific level to understand at its core what was it that made an Act-On customer successful, what was it that made an Act-On customer love their experience, and ultimately what were the determining factors that somebody would love Act-On so much that after the first year they renewed for a second year, after the second year they renewed for a third year, so that we could see that longevity in relationship.
Success with Marketing Automation Factors
NATHAN: And the results you came up with were what?
PHIL: A lot of us, myself included, expected to see that it was our users that were doing sophisticated automation, or sophisticated segmentation, or using these really advanced aspects of the program. And what we found, we would eventually come to name the Fundamental Three. It wasn’t the use of all of the advanced tools, pushing the system to its max, that made customers love Act-On. But it was adherence to the fundamental three. And those three are simple. They’re in reach of every customer.
Listen to the podcast to learn what are the Fundamental Three and how they foretell your marketing automation success. Enjoy the conversation, and we hope you can get one or two takeaways that you can bring to your business.