How to get started with marketing automation

How to maximize marketing automation in your organization

Do you have a marketing automation platform in your organization? How was the set up process? Did it start well then lose its momentum?

The potential of a marketing automation platform is very real. If you want to succeed with marketing automation in your business, consider a somewhat detailed road map to get the most out of it.

Get your sales and marketing people and have a depth discussion to come up with the following before starting out with marketing automation.

Objective of your platform

Why are you interested in marketing automation?

Marketing automation provides better leads for the sales team, marketing automation helps marketing people better manage the relationship with your customers, and marketing automation helps businesses measure ROI.

Whatever your objectives are, all the parts that make up your marketing automation platform will be built with your objective in mind.

Foundational Activities

After defining your objectives of your marketing automation platform, the next discussion is to review the resources you need in place (the technology, process, and people).

Define what every person will do in the process.

For example, your marketing will be in charge of generating leads and qualifying them and your sales people will be responsible for converting every opportunity.

Marketing automation will make sure that both teams have all the technologies they need to ensure these processes will run move forward.

Create needed content

As marketing automation is at it’s core a lead nurturing system, you need at least one piece of content per sales journey step per buyer persona. If your business has 3 distinct buyer personas as each sales funnel has 7 steps, you need to publish 21 pages to your website.

Define threshold values

This relates to lead scoring. When a lead takes some action, a score is assigned. High scoring leads are the ones who take the most actions and hence are the most interested.

What are that various actions:

  • Open an email
  • Click the link within the email
  • Click the link within the subsequent webpage
  • Etc

So the questions are:

  • How many points is each action worth (what are the highest value actions, etc)>
  • At what threshold point value is a lead sent to sales?

Get comfortable with the platform

The next step is to comfortable with the platform.

Set up your business website with marketing automation that help you identify prospects, connect to a simple engagement, deliver a stream of e-mails personalized to where they are in their buyers journey, etc.

Download the eBook: The 7 Fundamentals of Being Found Online

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