Well, hello there. Welcome to another blog about marketing automation. You probably had no problem finding this or endless other blogs about marketing automation (MA) and there’s a pretty good reason for that. Marketing automation has completely changed the way we approach sales and marketing. It’s given the power of systems and analytics that were once the domain of business giants to all the little guys out there just trying to have a successful business and a happy life.
If you’re considering jumping on the marketing automation wagon and enjoying the myriad of benefits that come with such powerful systems—congratulations, that’s a wise decision (even if you are a little late to the party)! These days, MA systems offer an ever-expanding variety of capabilities like email marketing, social media tracking, prospect nurturing and marketing analytics, just to name a few. So you’re really coming in at a really good time.
Marketing automation can improve your data health; suggest new SEO strategies; and drive traffic, brand loyalty and digital revenue. In fact, there are so many features and options that many marketers feel overwhelmed when evaluating before taking the plunge.
I don’t want that to happen to you—because I like you ( I know because you’re reading this blog), and I want to see you succeed. I don’t want to see you plunge gleefully headfirst into the first marketing automation system that was recommended to you by a random guy you met at a conference. So to help you make a good decision, I’m going to share three important things you need to fully consider when choosing and implementing a marketing automation system.
1. Metrics & Measurement & Marketing, Oh My!
Measurement capabilities are one of the most important things to consider with a marketing automation system because they will become your very best friend. Holy cow, can you measure stuff with MA! Where to start becomes the difficult question.
The best thing to consider first is your basic metrics and one of your most important KPI: source. Where do the best leads come from and how do they perform? Then you can move on to consider more detailed metrics. Think about how marketing will influence the entire sales pipeline, the entire customer lifecycle, lead quality, etc. Things like:
3 Musts for Every Marketer’s To-Do List When Investing in Marketing Automation
