Four Secrets To Implementing Effective Marketing Automation


The success of your marketing automation lies in the amount of thought and time you put in to preparing and building your plan before implementation. It’s worth the time and effort. A strong start leads to better long-term success. So, invest the time necessary to build the best processes and content offers you can.

Follow these four steps for an efficient implementation of your own killer marketing automation solution:

1. Carefully select the best time for implementation

Marketing automation makes sense from the beginning for a start-up. More seasoned businesses; however, should consider marketing automation when making an investment in their marketing to provide accountability and ensure that investments are driving results. Marketing automation also makes sense when a business has outgrown its manual processes and doesn’t want to add staff. Marketing automation can also be helpful when you’re managing a high volume of leads, ensuring none fall through the cracks.

2. Pay close attention to detail

Marketing and sales need to work together to determine the specific process and goals in order for your marketing automation to be the most successful. Without proper buy-in from sales, it likely won’t succeed.  You’ll want to consider the following:

  • What are your current promotion techniques?
  • How are you going to qualify leads?
  • Are you going to assign lead scores?
  • How are you nurturing your leads?
  • What is the process for marketing to turn leads over to sales?
  • What happens to leads that don’t close?
  • How do you measure conversion ratios?

3. Follow marketing automation best practices.

You want to make sure you develop a formal lead management framework that highlights the specific role and relationship between the six vital marketing tools and processes: data, lead planning, lead routing, lead qualification, lead nurturing, and metrics. Make sure sales and marketing agree on each step and use the same language to describe it.

4. Create a project plan

Marketing automation won’t be a success without a solid project plan that points out the following:

  • The goals and requirements of marketing automation
  • Proper selection of the best vendor to meet your needs
  • Commitment to the marketing automation solution with complete integration with your CRM