Three Things to Consider When Selecting Your Marketing Automation Tools
If you are new to marketing automation, you may want to think about how you and your team will want to adopt those automated processes in the right way. Considering how the marketing automation industry is growing with higher adoption rates, it is important to ensure that automation is done efficiently. To begin, let’s consider some statistics:
For. About 49% of companies use some form of email automation. (Email Monday, 2018)
B. In the next two years, an additional 21% of marketers plan to use a marketing automation platform. (Salesforce, 2017)
vs. Spending on marketing automation tools is expected to reach $ 25.1 billion annually by 2023. (Martech Today, 2018)
D. 79% of high-performing companies have been using marketing automation for three or more years. (Venture Harbor, 2017)
me. 80% of marketers using automation software generate more leads. (LinkedIn, 2016)
Source: HubSpot Marketing Statistics
Clearly, many industries are embracing marketing automation technology software and tools; Here are some really important things to keep in mind when making your decisions:
1. Don’t automate bad processes and watch out for outsourced lists
Map your marketing processes that drive traffic and leads thoroughly. Lead flow through the funnel, including allocation and their sources, is key. So map those properties precisely. Make sure your team members running these processes agree on the changes that automation will bring to their daily work. Appointing a change manager (champion) who is a marketing process specialist will save you time and money. Identify and eliminate poor processes – Fix the process before you can automate it.
2. Be wary of outsourced listings and automate lead qualification to comply with regulations
Avoid buying email lists and sending them automated email campaigns. These will fail and be costly to solve. Especially now with GDPR this can cause a lot of problems for your business. Automation tools can save your life with their built-in measures to ensure that some of your processes are compliant with new laws. That said, the software is a single enabler and you must do the work to comply with the regulations. To further aid the process, focus on creating engaging content that motivates people to sign up for your content offerings (for example, e-books and animated GIFs), and build and grow your own subscription database that you can offer. better conversion of leads.
Email databases will expire as the years go by, so it is important to continue generating new leads faster than expiration; which is approximately 25% per year. To generate new leads, you must constantly create better content, design engaging calls-to-action and landing pages, write engaging blogs, and optimize your website for search engines. Automation is great for nurturing leads, but you need to generate those leads first for the next step to happen.
3. Don’t let the fancy features fool you
When implementing marketing automation for your needs, don’t be fooled by the fancy features. Each software will have a different learning curve, and perhaps using software with a simpler user interface could speed up processes. But, if it doesn’t solve the (specific) problems related to the marketing process, it may not be the software for you.