10 Tips For Effective Marketing Automation Change

​Marketing automation gives businesses the chance to have meaningful interactions with their customers at pivotal moments. Automation must, however, be adapted in a strategic manner so that the change process is effective and seamless. Here are ten tips for effective marketing automation change.

1.    Define success
Before investing in a marketing automation system, you need to define marketing automation success. If it’s driving revenue, by how much? Clearly defining the success will help you implement the tool to get desired results.

2.    Focus on efficiency in content production
Content is the fuel that drives your marketing automation engine. From the very onset, have an idea of the content that will resonate more strongly with your clientele and potential customers.

3.    Reach a consensus on the lead scoring measures
Instead of just pursuing a great number of leads, have your sales and marketing teams agree on criteria to pursue leads with the greatest potential. That way, you increase the chance of increasing revenues since most of your leads will most likely give you business. 

4.    Take Total Cost Ownership seriously
In addition to the subscription fee you pay for your marketing automation system, there are other costs that you will incur from campaign design and activation among other days to day tasks. Keep money aside for these additional expenses; otherwise, your system might not give you the ROI you hoped for.

5.    Align your system with business strategy
Before implementing a marketing automation system, it is advisable that you take six to twelve months preparing for it and ensuring it is aligned to your business strategy. 

6.    Pay attention to content requirements
Generating content regularly is not enough. Periodically, you will need to carry out an audit to determine which content is current and valuable, irrelevant and outdated and what you can do to salvage the situation. 

7.    Work with your CRM
Your customer relationship management system should be integrated into the marketing automation system. This will help close the gap in creating new growth opportunities.

8.    Understand your business needs
It’s easy to get carried away by the hype of a marketing automation system but if it doesn’t meet your needs then it won’t achieve desired results. Understand what your business needs are and then research on the systems that can meet these needs. 

9.    Capitalise on the discovery workshop
Before implementing a marketing automation system, the vendor conducts a series of workshops with you to help you and your team members understand the system. This is critical because you are able to evaluate the need and efficiency of the system to your unique situation. 

10.    Assess, refine then rest
Implementation of marketing automation systems is continuous. You have to keep reviewing, refining and resetting periodically as the business environment changes. You might even have to change your entire marketing automation system if the one you’re using becomes outdated.

Collagis understands firsthand the challenges that come with change and that is why they are committed to walking the journey to support the implementation of  marketing automation with you and your team.  For more information about Collagis services, contact Sheree on sheree.morrison@collagis.com.au