Marketing Automation (marketing automation) improves business efficiency and revenue, not only by reducing time, personalizing content and more advanced analytics, but also by allowing you to more successfully manage your customers’ life cycle. According to a VentureBeat study , the marketing automation platform allows marketers to engage and interest their potential customers 70% of their way before making a purchase from you. Where to start marketing automation in your company?
We recommend you 6 steps to properly implement marketing automation in business :
Step 1. Enlist the support of important people.
Your marketing automation platform will change the way your sales and web analytics work together. You will be able to see how your potential customers behave on your site and use this information to create comprehensive touch point analytics with your customers. This is a very powerful analytics, but your WEB team will need your help in setting up and further changes in the future. The sales team will also meet with significant changes, as they will have much more information on the leads that marketing gives them. Making all these departments work together in a coordinated way is the way to success, so you need to involve and enlist the support of the heads of these departments during the implementation of Marketing Automation.
Step 2. Create a project roadmap with clear implementation goals.
The vast majority of marketers (76%) say that if they had to implement marketing automation a second time, they would be more efficient in planning and setting up processes. If a specialist installs and installs a marketing automation platform, make an implementation plan with him taking into account his experience and expertise. If there is no such specialist, make your plan with milestones and clear goals. When you set goals, remember to start small. Determine which elements of the implementation are most important and urgent and focus on them. And then go on to broader issues, such as integration and so on. You start small and you can gradually create a specific knowledge base, which you will then expand. Otherwise, you can dive into the ocean of the new and the incomprehensible, and drown in it.
Step 3. Watch the training videos.
Even if you have an implementation specialist, still remember to engage in self-education in the field of Marketing Automation. Will the videos that have made marketing automation providers entertaining? Not. Will they be the best source of information about the software solution you just purchased? Yes. Watch the video and immediately apply the gained knowledge to the business – this is the easiest way to gain automation experience, which, by the way, is lacking in the majority of specialists on the market.
Step 4. Developing a lead management process with the sales department
Partnership and mutual understanding between marketing and sales is the most important element of Marketing Automation success, as marketers heat leads and pass them on to the sales department. However, this is not always the case. And this is a consequence of the lack of internal processes and standards for scoring and qualification / quality of leads. Without such an agreement between the departments of automation software will make marketers more productive, but not at all more effective. When two departments work together to implement automation software, the results are very impressive. SiriusDecisions found that B2B businesses with closely related marketing and sales teams are growing 24% faster.
Step 5. Synchronize the creation of your content.
Software Automation uses content, so it’s important that your Marketing Automation service is integrated into how you use media and create content.
First, customize your content creation process so that you can serve different target audiences . For example, you do not just want to write an article for the readers of your blog, but you also create content that will help fuel the interest of potential buyers in the purchase of your products or services. Second, use the analytics of your marketing automation program to identify such messages, posts, email newsletters and publications that have the best link and conversion rates.
And finally, you can create specialized content — to fuel interest in your leads: for example, an invitation to talk with your sales staff or sign up for a free test.Therefore, in order for the content team and the automation team to work synchronously, all these processes must be created, implemented and planned.
Step 6. Choose the right Marketing Automation platform.
Do not buy a system that contains functionality that is not claimed by you, do not overpay for it. The best marketing automation service is not the one with many features, but the one with excellent usability and user-friendly interface and whose functionality meets your business goals.