You’ve finally decided to add marketing automation to your digital marketing strategy. Good decision. If you’re at this point and find yourself scratching your head wondering where to start, this post is for you.
Here at SME Digital, we’re all about proving marketing effectiveness, and marketing automation is a great way to scale sales and marketing, tying efforts back to revenue.
Below are the first three steps to get you on the road to success.
The larger your company, audience or stakeholder group, the less your most useful marketing will scale. That is, if you accept the notion that social marketing, word-of-mouth marketing and one-to-one marketing is your most useful.
Surveying the greater blogosphere in the marketing space these days, I’m a bit concerned at the recent thrust for everyone to discuss and promote the idea of marketing automation. Don’t get me wrong, I use it, believe in it and know that it does one critical thing that your business will at some point need: It scales one-to-one communication. Marketing automation — having auto-responders and timed email and other messages sent to individuals based on their previous behaviors and interactions with your brand — is incredible. But as much as I believe in the power of marketing automation, I also believe in the lazy marketer’s ability to muck it up, royally.