If you are a novice to marketing automation, you should think about the way you as well as your team should adopt those automated processes properly. Considering how the marketing automation market is growing to comprehend adoption rates, it is critical to ensure automation is performed efficiently.
Clearly, many industries are adopting marketing automation software and technology tools; these are few essential stuff that you should remember while making your choices:
1. Don’t automate bad processes and watch out for outsourced lists
Map your marketing processes that bring customers and leads thoroughly. Flow of leads from the funnel, including allocation as well as their sources are key. Hence, map those properties accurately. Ensure that the folks your team operating these processes are on-board with any changes that such automation will bring to their day-to-day work. Appointing a difference manager (champion) who is an advertising process specialist could save you time and expense. Identify and eliminate poor processes – fix the process before you automate it.
2. Watch out for outsourced lists and automate lead qualification to be compliant
Avoid buying mailing lists and sending them automated email promotions. These will fail and grow expensive to resolve. Especially now, with GDPR, this will buy your business into a ton of trouble. Automation tools can be a life-saver using their inbuilt measures to ensure some of your processes are compliant using the new laws. In spite of this, the application can be an only enabler and you have to do the job to be compliant. To further assist the process, target creating exciting content which will motivate individuals to sign up for your site content offerings (say, eBooks and animated GIFs) and produce + expand your own opt-in database that could deliver better lead conversion.
Email databases will expire as the years roll by therefore it is important to keep generating new leads in a higher rate compared to expiry rate; which can be about 25% each year. To build new leads, you need to consistently create better content, design interesting calls-to-actions &landing pages, write engaging blogs and optimise your web site for the search engines. Automation is fantastic for nurturing leads, however, you must generate those leads first for one more step to happen.
3. Don’t let fancy features fool you
When deploying a marketing automation to your requirements, do not let fancy features fool you. Each software could have different learning curve, as well as perhaps utilizing a software by having an easier UI might accelerate processes. But, when it doesn’t solve your marketing process related (specific) problems, it may not be the application in your case.
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