Marketing automation is a powerful tool, but introducing it to an organisation is no small task. In this case study, we explore how Canon Austria navigated the challenges, overcame resistance, and embraced the transformation to successfully integrate marketing automation into their operations.
The Rollercoaster of Change
Change is never easy, and implementing marketing automation is no exception. At Canon Austria, the process was akin to a rollercoaster ride, filled with twists, turns, and unexpected emotions. Leveraging the Kübler-Ross Change Curve, the journey can be broken down into several key stages: shock, denial, anger, acceptance, and finally, integration.
Phase 1: Shock
In 2017, Canon Austria received the directive to halt all email marketing in response to the upcoming GDPR regulations. This abrupt announcement left the team in shock, as they were being forced to abandon their well-established processes and systems, including an email newsletter strategy that had been in place for 15 years.
Phase 2: Denial
Despite the directive, there was resistance. The team had built a subscriber base of 60,000 across multiple business segments and were proud of their efforts. They feared that adopting a pan-European marketing automation system would erase their progress and diminish the effectiveness of their localised marketing efforts.
Phase 3: Anger & Resistance
GDPR compliance was non-negotiable, and the team was frustrated by the inevitable loss of data. They were forced to delete contacts that lacked clear opt-ins, cutting their list of potential recipients by more than half. Morale plummeted as years of effort seemed to vanish overnight.
Phase 4: Acceptance & Exploration
After the initial resistance, Canon Austria began exploring the capabilities of the new marketing automation system. They quickly realised their old tools had become outdated, and the automation system opened new doors. The team started to learn about lead scoring, UTM tracking, and funnel management, realising that modern marketing required new approaches.
Phase 5: Decision & Commitment
Despite initial setbacks, the team decided to fully commit to marketing automation. They developed a new demand generation process in collaboration with sales and introduced shared responsibilities to improve lead quality. This integration of marketing, sales, and IT fostered a collaborative environment that improved overall efficiency.
Phase 6: Integration
Marketing automation became an integral part of Canon Austria’s operations. From newsletters to event management and outbound campaigns, the system was used to streamline processes, enhance customer journeys, and generate qualified leads. One of the first campaigns using this system achieved an impressive return on marketing investment (ROMI) of 1:7, proving the effectiveness of the new approach.
Results and Lessons Learned
Canon Austria’s transition to marketing automation was a significant change, but it ultimately transformed their marketing efforts for the better. By automating lead nurturing and working closely with sales, they improved their sales pipeline and achieved tangible results.
The key takeaway? Marketing automation is not a magic solution, but with careful planning and collaboration across departments, it can drive significant growth.
Embrace the Change
While the process of implementing marketing automation was filled with challenges, it provided Canon Austria with the tools and strategies needed to modernise their approach and enhance their marketing effectiveness. For any organisation considering a similar journey, the advice is clear: take the plunge and embrace the change.
Reference: https://www.b2bmarketingworld.com/example/case/implementing-marketing-automation/
