Implementing a Marketing Automation platform is a big investment but it can be a key step in improving the outcomes of your company’s marketing efforts. Understanding the nuances of the primary platforms (Eloqua, Pardot, and Marketo) will require research and due diligence. Each of these platforms have the potential to meet the requirements of most companies regardless of size, budget, and resources. However, it will be necessary to address the following three points with a well thought out process for the deployment to be successful;
First before announcing the introduction of Marketing Automation as a new technology, develop a strategy around managing the platform. Best practice suggests establishing a governance committee to manage the Marketing Automation process. This team will work to identify and define rules around what data will be loaded into the tool, managing IP warnings, legal considerations for regional communications, and asset build governance. You’ll want to ensure there is a consistent message communicated to all stakeholders: Marketing, Sales, and IT around the governance rules to ensure all risks are addressed.
Next, after you on-board your Marketing Automation tool you’ll need to define roles and train your team. Are you going to have one person be the main power user and work with a development team to build assets? Or are you going to have a whole team take the university classes? There will likely be two education streams you’ll need to address. The Marketing Automation Platform: topics including governance around Email, Landing Page, Segment and other Asset Creation to remain within legal compliance. The second stream will include Internal Business Processes: Lead Management, Content Journey Mapping, and Preference Center, these will largely impact the adoption and success of your Marketing Automation deployment.
Finally after you launch your platform the next goal will be to ensure the users are increasing their education level and adoption within the tool. It’s important to start slow with some basic multi-touch campaigns to help resources familiarize themselves with the tool and provide early results. With some quickly constructed well thought out campaigns, you’ll be able to develop an early adoption user team who will be able to share their story with future users and help sell the Marketing Automation concept for you.
Marketing Automation is not a magic potion to help you drive more revenue but rather a platform that helps track your performance and contact engagement. With a dedicated team of marketers who are passionate about a tool that can construct and modify marketing campaigns, you will increase adoption and the impact marketing has across your business.
*About the Blogger: Eric Butterwick is an award winning marketer who has been recognized by his peers and colleagues as a thought leader in the marketing automation space. MARCOMM is very happy to have Eric aligned with our clients to help them manage and optimize their marketing automation platforms.