The effort, resources and strategy needed to make the most of any MA tool is usually greatly underestimated. So, if you are considering using marketing automation, first prepare your organization in the following seven ways.
1. Thoroughly Understand Your Audience
Marketing automation relies on rules that segment and send messages based on each recipient’s profile (job title, industry type, etc.). You need to know what these are before you start automating the messages you send to them.
2. Hunt Down the Most Important Lead Info After Your Digital Marketing Executive Search
Very early on in your marketing automation journey, it will become clear that data quality is everything. The quality of the data you collect via your Web forms or social sign-ins will determine what you can do with those leads. It’s therefore vital that you collect enough data to be able to segment leads in your database.
You should start by simply collecting contact details, but data can extend to product history (what they’ve bought) or even interests (based on what they’ve read).
3. Make Sure You’re Getting the Right Tech
A grievous mistake occurs when the procurement of a new technology is led by a CMO who does not involve the content, email, CRM, and SEO teams—all of which eventually find themselves handling a technology they had little part either in exploring or discussing. This is why it’s so important to execute a Marketing Technology Officer executive search early on to oversee your key tech acquisitions.
4. Work With Marketing Automation Consultants to Develop a Testing Strategy
Most organizations cannot wait to get started with marketing automation. However, rather than unleashing campaigns on your entire customer database and causing a massive spike in churn or opt-outs, take time to test on small samples to see how they respond to your new marketing capabilities.
5. Develop a Robust Content Base with Content Marketing Staffing
Content is certainly not “one size fits all,” and care must be taken with your content marketing staffing to ensure that the content being produced and inserted into the nurture programs is fit for purpose.
6. Learn How the Marketing Automation Staffing of You Competition is Faring
Industry benchmarks are a great way of setting some minimum expectation levels for performance.
7. Don’t Expect Things to Change Overnight
Ultimately, it takes time to get marketing automation working. It requires discipline and commitment as well buy-in from multiple stakeholders within both the marketing and the sales organization.