Automation is not a newcomer to the marketing scene, but its name still has the power to strike fear into the heart of marketers. Most associate automation with A.I. based technology and believe that it is robotic and impersonal, but that couldn’t be farther from the truth. In reality, over 49% of B2B companies already utilize automation and the number is only increasing.* For those on the fence, the prospect of integrating an entirely new software system is daunting. To make the transition easier, we decided to create a guide that covers four easy ways to test the waters regarding marketing automation.
Set Clear Automation Goals
Marketing automation can do so many wonderful things, but in order to get the most out of it, you should develop a clear vision of what you want to achieve. Marketing automation platforms, like the one we use here at Marketing Armor, can do so many things. They can save you time, simplify sales, and processes and nurture leads more effectively. In order to avoid being overwhelmed by all of the new features at your disposal, focus on the ones that will help you achieve your vision. For example, if one of your main goals is to convert more prospects into leads, then you should use the landing page designer and the dynamic form builder.
When goal setting it is important to make sure that all of your goals are SMART goals. SMART goals refer to goals that are specific, measurable, attainable, realistic and time-bound. These types of goals make it easier to qualitatively track your progress and showcase your ROI down the road.
Consolidate Your Toolkit
One of the best aspects of choosing to implement marketing automation is the vast array of tools in a centralized location that you now have at your disposal. Platforms like ours offer social media automation, CRM, email marketing, analytics tools, form building, to name a few. If you have the option to control everything from one central platform, do it. Not only will it save you time, but it will help to improve your processes so you can better market your audience.
When consolidating you have two options: you can integrate your tools or switch to internal features. There are benefits to both. Most automation software offers integrations with a wide array of third-party tools, expanding your tool kit even more. This option is great for those who want to continue to use the systems they already love, with the added bonus of marketing automation. On the other hand, when you switch to internal features you the opportunity to streamline sales and marketing across platforms. It may take some time, but the ROI is often worth it.
Train your Employees Properly
All of the time and money that you have spent on implementing marketing automation software will go right down the drain unless you train your team members on how to use it. Left to their own devices, it is highly unlikely that employees will train themselves on new platforms. You can start by holding one general session to introduce everyone to the software and then split off into smaller sessions that are divided according to specific job function. These training sessions not only show employees how to use key features, but the group setting will also take the pressure off and create an environment that is comfortable enough for them to ask questions.
Implementing marketing automation is a whole new world. It will take time for you and your team to learn all the features and fine-tune your campaigns. What classifies as small varies from platform to platform. In regards to the platform we utilize here at Marketing Armor, some of the examples of smaller tasks:
- Track landing page behavior
- Schedule automated posts across all social media accounts
- Set up trigger-based emails
- Create email flows
- Create and test landing pages
Starting small and focusing on the basics will help you develop a better understanding of all new and exciting tools at your fingertips so that when you do decide to roll out larger campaigns you’ll be ready.
If you’d like to learn more about implementing a marketing automation platform and how it can improve your current marketing strategy click on the banner below to schedule your free 30-minute consultation with us today.