This is part of the marketing automation guide. This section is intended to get your thought processes flowing. Read the following to pick some areas for your list of decisions or tasks related to your own programme.
Marketing automation is about making repetitive tasks happen automatically, but smarter. Most marketers focus on the obvious marketing automation benefits of doing more in less time and with less money. But some find that the nurturing and preference building capabilities of automation is the greatest benefit. Here are some thoughts to consider for your own marketing automation plans.
Have you ever considered automating your marketing processes? Have you ever wondered how you can ensure a better and more compelling dialogue with your email newsletter recipients – or targeted audiences receiving your email marketing promotions?
I think you have. However, if you have not, I bet you could think of relevant marketing activities, which you could easily automate.
Over the years I have spoken to many marketers who intend to automate certain marketing processes. Typically processes that focus at qualifying and nurturing leads.
Many never get started because they are the type of people who are always in “quick fix mode”. Some marketers do manage to get started, but sadly most never get beyond the very basic levels of marketing automation. They lack proper commitment and an understanding of the keystones that make up successful marketing automation.
Marketing automation guide – keystones to a good start
- Data and control of data; good clean data and solid data management procedures is a prerequisite for successful marketing automation.
- A solid master plan; marketing Automation requires planning and dedication to succeed. Similar to other direct marketing disciplines you have to expect that things take time – and most often much longer than you anticipated.
- Acquire new marketing skills: to be successful with your marketing automation activities, you need people with specific skill sets. If you do not have them aboard, you would do well to hire additional staff or work with external specialists
In my experience you need a good master plan to become successful and effective with marketing automation. The plan should start with a random thought process outlining anything and everything you could potentially do to benefit from marketing automation.
Marketing automation guide – Get your thought process flowing
To get your own marketing automation thought process going here are a few random thoughts to consider before taking the next steps. If you want an alert when the guide is available for download, go here to subscribe to The Mind-Box newsletter today.
1) Outline your typical customer buying process
There are several different stages that a customer goes through before making a buying decision. Outlining the typical buying process is a crucial component of your marketing automation efforts.
Once you have staged the process, you need to understand what type of information a potential customer need in each stage of the buying process. Setup your marketing automation to address each of these steps with relevant information served through the most appropriate channel.
2) Prioritize marketing automation based on highest needs.
Assess the areas of the revenue cycle needing the most improvement, such as lead generation, lead nurturing or sales and marketing alignment. Focus on those areas first to get quick wins that can help you get support internally.