Unlocking the Simplicity of Marketing Automation

10 Best Practices for Marketing Automation Technologists

Planning and implementing marketing automation programs can be complex – sometimes overwhelming.

It’s hard to know everything you need to be doing; and it’s easy to question if what you are doing, you’re doing right. It’s not uncommon to end up with more questions than answers.

But it’s important to remember that the power of Marketing Automation lies in simple principles. When we focus on creating and developing personalized relationships with individual prospects – the same things that savvy marketers have done for years – and we connect all of our marketing automation tactics directly to that goal, we can be more confident that we’re on the right track.

With that in mind, we’ve developed 10 marketing automation best practices to use as a guide when embarking on a new marketing automation program. They’re also great for experienced marketing technologists to revisit periodically to make sure you’re still on the right path.

  1. Invest in audience segmentation so you can message accordingly. Resist the urge to jump right into tactics before developing an informed strategy.
  2. Engage key stakeholders throughout the planning and strategy-setting process. You’ll need their support to evolve the Marketing and Sales cultures.
  3. Start small with a pilot program in order to demonstrate value and scale your overall investment based on your organization’s unique needs.
  4. Develop strong content that can be parsed and reused in many places with little rework. And, remember to assign weighted values to each content piece based on its importance in the buying cycle.
  5. Keep the product features to yourself (mostly). While there’s a role for product information, it’s a support role adjacent to your broader thought-leadership efforts.
  6. Resist the urge to overdesign email templates. If the message sounds too smart, it won’t feel natural and won’t connect with the recipient. Business-to-human communication is most successful; send emails from a person – not a company.
  7. Leverage inbound and outbound campaigns to attract new customers and nurture existing contacts so you’re maximizing your marketing automation investment.
  8. Use automation technology more for behavior analysis than content distribution. Dig into the numbers; you’ll find actionable information to impact your business.
  9. Consider the role automation can play in your employee recruiting and retention efforts. Many industries are suffering from a shortage of highly qualified professionals and skilled technicians. A creative automation program can help you stand out.
  10. Integrate related marketing and communications strategies and tactics, such as geo-fencing, mobile, native advertising and social media, to enhance your customers’ brand experience and get the most value from your marketing technology investment.


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