As a marketer, you must have heard of marketing automation. The way marketing automation technology is invading the sphere of marketing, it is hard to miss. When your company is performing well, your boss is looking for ways to boost its sales, he will turn to you for help. Being a marketer, your boss will expect you to know things that will make your organization more efficient in generating quality leads.
And, what better way can one boost a company’s marketing than the adoption of a marketing automation platform? But before your boss even considers it, you must be aware of the things that your boss will expect you to know about marketing automation.
#1. How to run a Marketing Automation System
Before your boss decides to implement a new platform, he would be keen to know whether or not the marketing department can handle it. Your boss expects you to know how to run a marketing automation system. In order to properly integrate your marketing automation platform, you will have to make sure that it integrates with existing systems like CRM properly. You will have to know how the system has to be implemented. Then proceed to checking integration options at your disposal. Your system provider will usually have an array of plugins to choose from. Along with that some may also provide API integration, which is another brilliant alternative.
#2. How long will the system help you?
When your organization decides to invest in a marketing automation platform, another important question that will arise sooner or later is how long the system will continue to meet your needs. You have to have the ability to think ahead in order to have an answer to this question. Depending on your needs, you should choose the appropriate system that will be able to help you as long as that service is required. There is no point in switching systems, because that is an expensive and troublesome arrangement. Once you start using this technology you will probably want more, and it is better to opt for a platform that has the provision to support more in the future.
#3. What is the ROI?
At some point of time, your boss will want to know the ROI. You will have to build your case by supporting it with reliable figures and statistics. And, if this is a question that arises after implementation then you should know how to procure reports. Every marketing automation platform supports revenue, email, campaign performance, ROI reports that are easily available. You will be able to track your company’s performance by studying these reports.
#4 What is the Cost?
Ultimately it all boils down to this one single question, how much will it cost. Everyone wants to save money and implement the least expensive option. Different vendors have different payment modules so you will have to choose depending upon your needs. So, before choosing a system, check out the different pricing models available. See, which one suits your needs as well as your budget, the most. Always check if free trials are available because that helps you judge the system by using it for a while. It is always advisable to try a system before buying.
#5. Will our business data be safe?
This is a genuine question that will always be on your boss’s mind. The safety of your company data comes first because it not only protects its employees’ information but it also stores customer information. Any system that you will choose will have access to all the information that you have on your customers. This would mean that you will have to choose a reputable company who are trustworthy. In order to choose such a company, it is advisable to go with renowned vendors or choose a reliable consultant who can help you through the maze. Not only that, read up on what users have to say about the system. Real testimonials go a long way when you want to buy any product.
#6. What are we getting for our investment?
A marketing automation tool can be overloaded with add-ons if you want to do so. They are sometimes free and other times they have a certain cost involved. Always make sure that you are getting your money’s worth when investing in a system. Your organization will want to know what they will get for their investment on a marketing automation platform. You have to make sure that your automation platform increases the revenue of your organization.
#7. How to have an efficient Lead Management system?
If you are planning to implement a marketing automation platform, you have to be aware of their lead management module. Lead management allows you to effectively organize your leads and nurture them to a sales-ready state. It all begins when an anonymous visitor lands up on your website. Once they fill in a form to receive information from you, you start collecting information based on their online activities. You will be able to segment them further depending on their tastes and preferences. Nurturing leads will allow you to understand the different stages of the buy cycle they are in. Not only that but with a lead scoring model, you will also be able to assign scores to your lead that will lead to an efficient lead management system.
#8. How to Monitor Content?
Your boss expects you to know how to monitor and manage your content assets using a marketing automation platform. Many marketing automation platforms allow users to host files and generate tracking URLs that will help in monitoring the content. This will in turn let you know what type of content attracts most people. You will produce more such content in course of time. You will also get access to other content related statistics like how much time a reader is devoting to read a piece of content and so on and so forth.
#9. Do you know progressive profiling?
When it comes to getting to know a complete stranger it is better to be patient. You cannot force people to give up information so that you can segment better. Neither can you bombard visitors with too many questions so that you can profile better. With marketing automation, you can use progressive profiling features that shortens forms and generates different forms that can be filled on every time a visitor revisits the website.
#10. Personalization
Last but not the least is the point of personalization. Marketing automation is so popular because of the level of personalization that it provides. Your boss expects you to know that. You will have the ability to create the most perfect buying experience for your customers with the help of marketing automation.
Are you planning to implement a marketing automation platform soon? Schedule a FREE consultation today and we will let you know what’s best for you!
