Today’s post is by Ryan Chester, who wanted to talk about automating marketing – and how it can go wrong. Over to you, Ryan!
Besides being the current buzzword, marketing automation has become a large thing, and a real thing. There are many billion dollar players in the space.
As an executive in a large corporation you’re constantly evaluating what software to invest in, and among them marketing automation software sits near the top. It has become the most in-demand tool for marketing professionals. It helps large companies turn leads into customers by nurturing them correctly, and create additional sales from existing customers.
It’s becoming undeniably useful, and helps you manage everything from landing pages, content marketing, email marketing and the list goes on!
While you’re starting off in adopting these things for your corporation, you want to make sure you avoid a few things that could cost your company some big bucks or worse – some jobs!
1st Sin – No Strategy
You can’t use marketing automation and not have a documented strategy. How do you expect your marketing team of 25+ people to know what to do?
This is where you take your company’s goals and tie it into the strategy. You have to work hard in the beginning to make sure there is good alignment. It’ll enable an easier time later managing and achieving your goals.
It doesn’t matter whether you use Hubspot, Marketo or Infusionsoft, make sure you have a strategy! The best tool can only do so much.
