You may be in this configuration today: you will launch an inbound marketing strategy , you will streamline your marketing tools, you will connect your marketing with your business activities. Behind these themes, business expectations are always the same: better converting contacts into customers, reducing the sales cycle, improving upsell / cross-sell , but also measuring and improving the ROI of marketing actions and sales. The promise of automation marketing is to address all of these issues by upsetting the established model. But then, what about setting up? Is there a favorable context for the success of this project? If you want to make an seo marketing agency that’s industry specific and make 5 figures a month, your best option is to check out this marketing inc review I tried it out and it is amazing!
NO, AUTOMATION MARKETING IS NOT “PLUG AND PLAY”
At the risk of disappointing you must admit that an automation marketing project can be a challenge and that not all companies have the same facilities to adopt it. It is important not to think that the chosen solution will overcome your marketing and organizational challenges as if by magic . The best way to describe the context in which automation marketing has the best chance of success is to talk about enabling environment. We refer here to an environment facilitating the implementation of the tool and the success of the project, taking into account the organizational, human, technological and commercial constraints of the company.
10 STEPS TO PREPARE FOR AUTOMATION MARKETING
Ready to get started? Try to analyze each of these steps to put your company on track and start on the best possible bases:
# 1: INVOLVING THE RIGHT PEOPLE DIRECTLY AT THE HEART OF THE PROJECT
A successful project usually involves sales, marketing, direction and at one time or another teams, techniques. If all do not play a central or operational role, make sure you have the support of management and technical teams to calmly realize the digital transformation of your marketing and sales activities.
# 2: BRINGING MARKETING AND SALES TOGETHER
If sales and marketing work in silos, you will have to evolve quickly on this point. From a technical, organizational and strategic point of view. At work ! (This is easier when management wants to go in this direction)
# 3: STANDARDIZE COMMERCIAL OPERATION
If the method of sale is informal, random and difficult to theorize, you will face some difficulties in digitizing it . Indeed, how to automate tasks, alerts, assignments if “it depends” governs your organization?
# 4: UNDERSTANDING THE SALES CYCLE AS A WHOLE
To adopt the logic of lead nurturing or lifecycle stage marketing, you will have to understand precisely the sales cycle (awareness, consideration, decision) for each buyer persona. Document it to the maximum!
# 5: OPTING FOR AN AGILE AND MODERN CLOUD CRM
The modern CRM cloud are generally in line with best practice and offer numerous connections with external systems
# 6: IMPROVE THE QUALITY OF DATABASES
If your contacts are not of good quality, you can automate many marketing actions, you will not go very far!
# 7: IDENTIFY CONSISTENT AND AVAILABLE CONTACT SEGMENTS
To achieve customized and effective scenarios, to measure the maturity of your contacts, you will need to have an effective segmentation . Is your database segmented? (A minimum: maturity, personas, fit)
# 8: PRODUCE ENOUGH MARKETING CONTENT
If all your technical platform is in place, your sales cycle is understood and your segments are identified, you will be able to imagine many actions of nurturing and automation . Unless you have content on hand!
# 9: TRAIN TEAMS TO TOOLS AND METHODS
Are your teams trained in automation marketing tools and methodology?
# 10: PROVIDE SUFFICIENT RESOURCES TO SUSTAIN THE PROJECT
Finally, this project requires resources at start-up (agency, technology, implementation) but also throughout its lifetime to drive actions, produce content, analyze performance …
Your business is definitely ready on some topics and may still be ” lagging behind on others “. Anyway, you realize how an automation marketing project is structuring for your business, which is ultimately quite logical. How to automate something that is misunderstood, based on poorly qualified data and carried by uninvolved or trained collaborators? The best way to succeed in this project is to make it a real business and to follow a robust approach aiming to put all the lights in the medium term, by defining rules of operation and technical specifications . Are you ready ? We’ll take you there!