Marketing automation isn’t just a tool; it’s a whole new way of marketing, so how exactly do you get started?
To understand this little more, let’s dive into the three keys we need to know to get started.
- We need to bridge the education gap between traditional digital marketing and automated marketing, and they aren’t the same. The marketing we’ve been doing for years is based on mass communication and not real-time experiences. We were all trained to focus on creating catchy copy and dazzling images; these aren’t needed with marketing automation because we are shifting from mass personalization to accurate one-to-one methods where each marketing engagement enforced at that moment for that one person.
- Only focus on a single goal when you get marketing automation. There are hundreds of things that we could do, but businesses who concentrate only on their most significant pain point can prove the value of their purchase to the organization; then, they can expand their efforts into other areas. Those who don’t often spend their wheels chasing shiny objects and never achieve compelling results; they need to justify their purchase. Marketing automation tools are potent, and they have many features, but don’t be distracted. Focus the number one reason we wanted to get automation and nail that first.
- The final error most businesses make is they fail to involve the other teams in the crafting of their programs for sales; For example, many brands use lead nurturing to help sales stay in front of their prospects over a long sales cycle. It is compelling automation, yet if you do not involve the sales team while the creation of those programs, they simply won’t use them. Let them test out the application and prove that it works before you roll it out to the full team. Once you’ve helped them, everyone else will want to use those programs since they all want to be the best salesperson.
If we do these three things, it will be off to a great start.