When you’re considering marketing automation there are 5 points that need to sit at the top of your decision making priorities. Although marketing automation has clear benefits for many organisations, the key factors for its success are the same.
1. Data you can use for marketing automation
Organisations that have plenty of data are the ones that will benefit most from marketing automation. The reasons are quite simple, without data, it’s going to be an uphill challenge from the off. The kind of data we are talking about begins with basic contact details. Email, mobile and address details are core to communicating with people.
2. Processes that would benefit from marketing automation
Sales processes and buying patterns need to be mapped out comprehensively to gain the most advantage from automation. By mapping processes it not only makes it simpler for setting up your marketing automation, it also helps identifying where there are weaknesses or opportunities to improve and streamline sales processes. You’ll also need to be considerate of the areas where your sales and marketing processes interface with other business systems as these areas can affect the ease of implementation.
3. Commitment to marketing automation
Before you make the decision to go forward with marketing automation, you need to evaluate your level of commitment. There’s plenty of evidence that marketing automation works but overnight success is unlikely. The setting up process can be time and labour intensive so it’s important to be realistic about the time and budget you’re prepared to commit to setting up and evaluating your marketing automation project.
4. Metrics you can apply to marketing automation
How you measure the success of marketing automation is a principle consideration from the outset. It’s important to be very clear and concise about what your marketing automation investment needs to achieve to make it worthwhile. For many, the metrics are sales related, for others, retention is a principle factor. Whatever it is that your business needs, scoping your success metrics are vital to the longevity of your plans.
5. Budget you’ll invest in marketing automation
Moving to marketing automation from campaign driven communication is a major change in the way you operate. Although you can stage budgets, your overall budget needs to be considerably more than your normal campaign type spends. It is possible to gain quick wins and start to benefit from your investment early but you’ll need to be realistic about the size and scope of your marketing automation project and the subsequent budget needs of such an undertaking.
Marketing automation is not a quick or simple task. The benefits are increases in sales, reductions in administration, improvements in retention and much more. Before you set about implementation of marketing automation in your business, you should speak with a professional who will be able to assess the ease, cost and benefits to you.
By Ryan Mullins