5 Marketing Automation Lessons that are important
Right now, the marketing automation industry couldn’t be hotter. Due to increasing adoption rates, analysts are predicting a more than 50% industry revenue increase this year.
I’m not going to lament about our industry’s growth, but I wonder, are businesses adopting automation the right way? Perhaps the belief that marketing automation supports lousy behaviour more than it creates winsome marketing, or that it’s merely a more powerful spamming engine, is a telling sign.
5 Marketing Automation Lessons
Automating inadequate processes doesn’t magically make marketing better.
This might appear like a no-brainer, but it’s the no. 1 offence I see.
High automation is a result of highly targeted, personalized, valuable, timely, and remarkable content that is sent to a robust and engaged database. The batch-and-blast approach to directing prospects stuff they don’t care about isn’t going to make things better with automation suddenly. If your company feels like creating great content is the core of your problem, and in most of the scenarios I’ve seen, it starts there.
Automation requires a growing and engaged database to nurture.
The standard email database expires at the rate of ~25% per year. That means a database of 50,000 email addresses will have contracted to 21,000 in only three short years. The best way to solve for loss is to follow the pipe with new leads at a higher rate than you’re burning through. Or else you’ll find yourself with decreasing returns.
Before you invest in marketing automation, ask yourself, “What am I doing to fuel the top of my funnel?” In other words, automation is a fantastic tool to qualify further and nurture leads, but when you don’t even generate enough for Sales, what’s the point?
Features don’t solve problems, solutions do.
When deciding marketing software, features are the last thing you want to be drooling over. Instead, it would help if you concentrated on resolutions since all vendors solve difficulties differently.
If you’ve ever used a Request for Proposal (RFP), it might be of no surprise that RFPs generally end up becoming a new feature list. Understandably, features are meant to perform particular functions or jobs in a software solution, but elements can also soothe buyers into something they don’t need.
Successful automation relies on sales and marketing alignment.
The purpose of marketing automation isn’t just to make marketing’s job more efficient, but to make the sales team more economical, too, by improving the rapidity at which potential buyers move down the funnel. To achieve this, it’s imperative to have a shared knowledge of the buying process between marketing and sales.
If you ask any sales professional, their view of how automation should be used will likely look different than yours. To overcome a breakdown in sales and marketing alignment, it’s essential to establish and communicate clear guidelines around how automation will achieve the goals of both teams. Building a Service Level Agreement (SLA) between the two groups helps exceptionally to work toward a common goal.
Marketing expertise by the vendor matters.
Many companies develop their excellent technical support.
But very few vendors can also help you become a better marketer. Not many take the time to understand your company and purposes and then map out a plan to achieve those goals so that you see results. But great things happen when you have people who are genuinely passionate about seeing you achieve great things, too.
A vendor that’s knee-deep in the lead of marketing can help you stay leading of the curve with them. Marketing grows a lot and fast. That means it’s critical that your teams stay up-to-date, too.
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