do’s and don’ts of marketing automation
Over the years, it’s been interesting to watch generally accepted ideas become outdated, or new topics hotly debated.
According to Scott Brinker, “the word ‘automation’ implied a reasonably mechanical, impersonal nature to communications, at a time when social media mania was rising, highlighting the power of the human touch.” People appeared to settle into two camps—the For and the Against. Fortunately, marketing automation has become a more advanced technology, and I think there’s a better knowledge of what it means.
All the things that can be automated using Marketing Automation:
- Marketing and sales email communications
- Data exchange between your marketing platform and your CRM
- Lead Scores
- Audience segmentation
- Notifications – via email or Message
- Dynamic Personalized content – CTAs, forms, or the entire web page.
There are many efficiencies to be gained and remarkable experiences to be delivered using marketing automation. But despite the technology’s current level of sophistication, there are do’s and don’ts for automating any of your marketing activities.
DO understand that marketing automation is a technology, not a strategy. It’s one of the tools in a marketer’s toolbox they can use to achieve the results desired from the approach.
DON’T disregard all the things that can be automated and what you could obtain from automating a process. Lead scores are a great example of marketing automation at its most definite. If you didn’t have some system in place to group your leads according to engagement level, imagine all the time your sales team would waste and what a turnoff it would be to potential customers having sales discussions at the wrong time. And this filtering isn’t something you’d want to do manually.
DO take advantage of automation technology to create lead nurturingworkflows. This permits your leads to progress through the sales funnel at their speed and different points.
DON’T automate the wrong things. Don’t be a bot. Don’t set your blog posts to publish to your social channels automatically. Take the time to write a compelling message for each channel that will entice readers to your blog post. Then you can use automation technology to schedule those posts for peak times.
DO automate email communications, especially from your sales team. Please take hold of the capabilities gained by letting them focus their time and works on leads that are ready and want to have a real conversation.
DON’T send recorded email communications. Marketing technology is mature enough now that you can extend personalized content at just about every touchpoint. It’s simple to assure emails sent via automation are customized for the particular reader, beyond just including their first name.
DO make sure you’re accumulating enough of the best data to make automation work for you. The ability is there, but without the right data triggers, you won’t be able to take full support.
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