Choosing and integrating a marketing automation platform should not be treated as a one-size-fits-for-all type of solution. The platform should be carefully selected, and a readiness assessment plan of the business must be carried out.
This text will outline the steps of a successful business inspection and the ways it should integrate the marketing automation platform.
How successful is your business?
This is a rather difficult question to answer.
- How do you determine the success of a business?
- Is it the brand popularity?
- Is it the profit it makes?
- Or, is it something completely different in question?
Whichever factor you take into consideration, it all comes down to how much sales the business makes. To get to that point, the brand should be established and the ideal clients targeted. To do so, marketing automation is a segment that must be implemented in the organisation of the projects.
Marketing automation is a process that uses technology, i.e. software that collects and processes data as well as nurtures lead through the funnels of conversion. Marketers are able to observe the process, and depending on the real-time results, make informed decisions about the direction they should proceed.
It looks quite simple. However, to get to the simple part, first, you need to choose the appropriate marketing automation software and integrate it into your organisation. Here is how it should be done.
Research and Explore
There are many marketing automation platforms on the market that provide the same or similar services. Your job is to explore them in detail and find which one is actually the best one for your needs.
It is the hardest part of the process as the section of the platform is the basis from which you start handling the project management. Plus you will invest a small fortune in it, so making a wrong decision at the start will prove to be a rather costly mistake.
Keep Your Options Open
It is good to know that not one tool will fulfil all of your expectations. Don’t be fooled into believing that it will. It is always simpler at the beginning when your needs are basic one, but never forget that your business will scale and expand, and the marketing automation needs will grow as well.
Make Sure the Price Fits Your Budget
Price is another important segment when choosing a marketing automation platform. Keep in mind that in most cases, you will be priced per contact and according to the functionality you choose. It is recommended not to overcommit on licence fees. This way, you will have space to grow while your maturity builds up.
Determine Your Business Objectives
The crucial thing to acknowledge when choosing marketing automation software is to align it with the 5-10 year business plan. It may sound a little bit strange, especially because marketing practices change from day-to-day. Read: Marketing Automation and Online Marketing Tips to Automate Your Business
However, the process of choosing should be focused on creating a central point where all pieces of marketing technology will be connected. That means you need a robust, interoperable marketing automation platform that allows you to centralise your entire marketing technology stack.
Understand Your Entire Business Tech Stack
Another important thing to consider is how your platform will fit into the broader tech stack of the business. The main question to ask your potential marketing automation software vendor is what connectors does it have available out the box, for example, does it have CRM system integration.
Have a Marketing Strategy Leveraging Automated Journeys
Most marketing automation platforms are sold on the dream of true automation. They get stuck with marketers using an expensive and powerful platform to deploy email marketing campaigns, build landing pages and automate event workflows.
However, it is always a good idea to step back and consider the benefits and the values you are going to get from the platform before choosing the most expensive one. You don’t want to end up finding out that the one you have chosen doesn’t fulfil your needs.
Keep focused on significant vendors. One of the biggest challenges of marketing automation tool deployments and maintenance is education and training for marketing teams. It takes time, it’s underfunded, and it’s hard to make technology experts out of excellent marketers.
Ensure Marketing and Sales alignment
Always make sure that marketing engages with sales when buying a marketing automation platform. They need to be parallel developed and helped and supported by tools that extend the performance.
Get a demo
Always ask for a demo. You need to know how the software will work in your organisation, and you need to feel some of the benefits personally. Few vendors have the capacity to give you a hands-on demo of an Enterprise marketing automation platform, so sometimes you will get the best demos from partners.
The automation of digital marketing is a must if you want to establish loyal and lasting relationships with customers. Plus, it takes a lot of your busy times and streamlines it by automation, leaving you free to focus on the execution of other tasks. The benefits of using digital marketing automation tools are enormous, and the price you pay for them pays off really fast.
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