In the digital marketing world, marketing automation is quickly becoming a necessity to succeed. Gone are the days where it’s just an extra perk, as marketing and sales alignment, ROI, and sales cycles depend on its automated processes and organization.
Implementing marketing automation software is a lot like buying a house. Once deals have been signed and checks have been cleared you have a brand new project in front of you. A big, empty project. It’s up to you to fill it with content, leads, statistics, and engagement opportunities.
So, uh… Now what?
- Start small: Address the questions you asked yourself when shopping for the perfect marketing automation software – I bet one of the first things on your list will be CRM integration. Begin by cleaning up your CRM software, making sure that contacts’ and leads’ information is correct before integrating with your MA system.
- Segment your database: Chances are, not every lead you have on file has the same interests or needs from your company. Create segmentations based on location, title, industry, or place in the sales cycle to ensure you’re targeting the right groups with appropriate messaging.
- Experiment with email: Email campaign creation should be one of the first skills you master, as it is the base for more advanced functionalities like nurture marketing and event management. Your first campaign should have a targeted recipient list, selected messaging, and multiple calls to action.
Of course, this is only the tip of the iceberg – well, it’s more like the top half of the tip of the iceberg. The beauty of marketing automation software is it can be as integrated, automated, and intricate as you need.
Download “The Ultimate Guide to Marketing Automation Implementation” for our complete, 12-step guide. From exploring marketing automation mistakes to detailing robust, you-won’t-know-how-you-ever-lived-without-it features like lead scoring and web analytics, you’ll be prepared to conquer the big, bad world of marketing automation.