3 aspects a company should think of before starting with Marketing Automation

Digital Marketing Consultant

Lots of companies want to stay on top of new trends and are starting to implement or already implementing Marketing Automation. Too often without thinking about the impact with all its consequences. If Marketing Automation is not well implemented within a company the cost for implementation and the license will be higher than the additional revenue it brings in. And let’s be clear Marketing Automation should be a win! That’s why I listed 3 important aspects where you as a company should think of before starting with Marketing Automation.

1. Marketing Automation has an impact on all departments within a company.

Marketing Automation is a catalyst and has an impact on almost every department in a company. Before the implementation of Marketing Automation the marketing department needs to be aligned with HR, IT, sales, customer service. By having this alignment your company will be able to communicate the goals of the change to automation while getting tips and insights from every department on how to reach those goals.

– Run a pre-assessment with HR to check how your departments think about the possible impact of the transition to Marketing Automation. This will give lots of insides on how the different departments can make profit out of Marketing Automation.

– The discussing with your IT department is also important. It’s not easy to integrate a Marketing Automation tool with the existing non marketing technology within a company (F.e. CRM). Some questions you should be asking is: what data is now available in the existing CRM and what data do we want to use while using a Marketing Automation Tool. What data will you use to segment you target group? What data do you want to extend? What about GDPR , can we use all data to segment or are there any restrictions? How can we make sure the integration between the tool and existing CRM is always up-to-date?

Getting an answer on such kind of questions will make the integration process much easier and your campaign managers will be able to start way earlier with the essence of Marketing Automation: developing workflows, content and campaigns.

–  The implementation of Marketing Automation can bring teams together. Therefore a well-organized process should be in place between marketing and sales. Discussions on when a lead is a cold lead, a marketing qualified lead or a sales qualified lead is very important. Make sure these different phases are well described and that every member of the team is aware.

– Another department that can really take advantage out of Marketing Automation is customer service. Marketing Automation offers a lot of possibilities to enrich the customer satisfaction of your company.

2. Which Marketing Automation Tool fits best for your business and needs

Some marketers think that any Marketing Automation tool is good to use. That it doesn’t matter as long as your strategy and content are of a good quality. It is true that strategy and content are important but in my opinion the Tool you use is also very important. 

You can base your decision on a lot of different aspects:

  • Capabilities: What does it allow you to do?
  • Ease of Use: You should feel confident on using the tool as from the first acquaintance.
  • Customization: Does the tool provides easy access to customize, change and develop templates?
  • Personalization: To what level can you personalize your communication and segment your target group?
  • Alignment: Gives the tool you the possibility to align the entire lead funnel (top to bottom)? Can the sales department be easily integrated in the tool?
  • Integration: How easily does it integrate with the technology you use, like your CRM. 
  • Reporting & Analytics: How does the tool report? Is it conform the business standards?
  • Total Cost: Off course the total cost will also have a big impact on your decision.
3. Define your inbound marketing strategy

Make sure you know and define how and with what kind of valuable and tailored content you will attract customers to your website, landing pages, your shop,…

Think about workflows and content you want to use within your inbound marketing strategy. There are several different types of content you can use in all different lead stages. Ads, videos, Blogposts, gated content, webinars, questionnaires, social media, emailings, landing pages, …

Don’t force you to start directly with too complicated workflows and campaigns. But start with some basic workflows and try to extend them step by step. By analyzing, adapting and including new content. Be aware that using inbound strategy is a total different way of thinking. You will need some experience with basic workflows first to get more experienced and to be able to develop fantastic marketing workflows within your tool.

 

Need an expert in marketing automation

Minds&More is a silver partner of HubSpot, tool in marketing automation, and helps you in the implementation of it! And in the inbound marketing strategy.

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