Tuesday, July 19, 2016

How to Prepare for Marketing Automation Software Implementation

marketing automationIf you or your organization has decided it's time to implement marketing automation into your sales and marketing strategy, it's important to plan for integration. 

Despite the fact that marketing automation tools can save your company time and money, it's important to realize that these platforms are not magical beings that turn around sales and marketing on their own.  You will need to plan for implementation as well as take a solid look at your organization's foundation.

Here are a few tips for preparing your team for implementation:

Have a clear course of action. 

The biggest flaw in implementation results from an uninformed team.  Take the time out to create a schedule with your team that outlines actionable items such as contact and data transfer.  Though this seems simple, you'd be surprised how many CMOs throw a new task on the table last minute.  As both a perpetrator and a victim, don't throw these tasks on your team last minute.   Not only are you shooting your own progress in the foot, you're disregarding the biggest perk of marketing automation services: organization.

Know your buyer persona.

The main function of marketing is to bridge a gap between you and your customers that allows your organization to serve the market's needs.  Without knowing who your ideal customer is, it's hard to say whether or not your marketing campaigns are beneficial to your organization.  Take the time to outline your buyer persona and supplement your marketing automation tools with content and offers that truly benefit the customer.  As we've mentioned before, this software is no magic switch.  To put it simply, it doesn't matter how nice the tires on your car are if they're flat.  You're still not going to get anywhere.

Watch your industry benchmarks. 

Tracking benchmarks allows your team to set realistic goals for their marketing campaigns.  Whether you're looking for the minimum or trying to judge your place in the market, comparing your metrics against typical industry benchmarks will help your team get a realistic view of their campaigns.

Feeling lost?  Consider marketing automation consulting.  Whether you're just starting out with digital marketing or are feeling overwhelmed by the idea of implementation, a trained professional can help you or your team make this transition effectively.  

To learn more about sales and marketing automation, visit: www.enfusen.com

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