By: Tyler Lowry
Check out these five steps to successfully implement a marketing automation platform
Choosing a marketing automation platform can be overwhelming. There’s so much to consider — from your current landscape to anticipating where your organization is headed. Thankfully, we’ve been able to help guide our clients in the right direction by implementing and executing strategies to make the most out of these robust tools. Outlined below are key considerations and questions to ask your organization that will help set you on the right path.
Anyone who has implemented a marketing automation platform will tell you it’s not always easy, but it’s worth it. That’s because these tools can help marketers simplify personalization, demonstrate ROI and create a better user experience — all outputs of good digital marketing. And, they’re growing at a rapid rate! Just look at companies like Salesforce and Adobe who recently acquired companies to fill gaps in their platform. For example, Adobe purchased Marketo to bring their platform fully into the marketing automation space, while Salesforce acquired Tableau to further strengthen the analytics and reporting portion of their platform.
As if further proof of this growth is needed, Forrester reported that global spending on marketing automation tools is expected to surpass $25 billion by 2023. So, where does that leave your organization? Hopefully not in the dust.
In our experience, we’re seeing clients purchase these tools either because they already have a relationship with the platform, particularly Salesforce and Pardot, or they need additional functionality and reporting to support marketing programs, including lead generation.
Where do you stack up? Take a look at these guidelines to find out.
This can be a cathartic or frustrating task, depending on your organization. What’s important is understanding where all of your data is coming from, who leverages it and who is the owner. Use these questions to help frame your fact-finding mission.
Marketing automation tools are powerful because of their ability to automate tasks and route data. How can a tool make stakeholders’ lives easier while getting them the data they need? Use the below questions as a framework to determine data needs for your platform.
Everyone working with the marketing automation tool, applicable websites or CRM should be clear on how all the tools work together to deliver a unified customer experience. Automation can make marketing and sales professionals’ lives easier, but people need to be present at each step of the buyer journey. Start with these questions to make sure you’re on the right track.
In addition to understanding the unique structure of your technology landscape and needs of your various teams, it’s important to fit a marketing automation platform into these needs rather than the other way around. Keep in mind what you really want the platform to do for you. Purchasing a platform first and defining your needs second is a common mistake that often causes headaches down the road. Once you’ve defined what you need, ask yourself these questions.
Marketing automation is a big undertaking, but one that can result in significant time savings and a unified customer journey — from website prospect to customer — if done correctly. Take your time to document and understand your organization’s needs, not only now but in the future. Then, select a platform you feel will help support and grow your marcom programs toward success.
Now, don’t you feel better reading this article knowing you’re not alone in this crazy marketing automation world? Let’s start a conversation and discuss how we can help you align your digital marketing to your new technology.
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