I read an article recently on the Vocus blog by Erin Feldman titled 8 Marketing Automation Myths busted. Erin discussed a webinar led by You Mon Tsang, Chief Marketing Officer at Vocus. Mr. Tsang is quoted as saying marketing automation is a “foundation to do great marketing.” I agree. Marketing Automation (offered by many different vendors) allows a marketer to be creative, experiment, differentiate and measure results inexpensively and efficiently.
The tool is only as good as the person (or team) using it. That said when used correctly marketing automation can lead to more profits and often pays for itself within 6 to 12 months from implementation.
The following are some learning points;
- Current versions of marketing automation (MA) software are much easier to use and customize than versions offered two or three years ago. For many companies a team of dedicated technical resources are not needed to implement and monitor.
- Companies are finding their creativity is exploding. Many MA versions offer templates which can be customized by the user. This allows the marketing team to be much more productive and to leverage their efforts over multiple campaigns.
- Marketing teams are independently identifying and tracking key metrics with little external support. No PhD level statisticians are needed.
- MA is for the top (attracting leads) and the bottom (nurturing and prioritizing) of the sales funnel.
- MA helps a team share communication across channels. This can lead to new ideas for content and help cast a wider net.
- MA allows marketers to test and measure almost everything they do. This will help teams expand upon what is working and pivot from things that are not.
- Marketing is both an art and a science! MA allows marketing to experiment using innovative campaigns while measuring results in real time.
- Affordable MA is here. Systems from numerous vendors (Act-on, Eloqua, Marketo, Right on Interactive) have tiered pricing, training and service, and month to month subscriptions.
Mary Kay Ash has an often repeated quote “There are three types of people in this world: those who make things happen, those who watch things happen and those who wonder what happened.” Don’t let the world pass you by. You Mon Tsang suggested you start small and plan for the first 24 months. Many companies find they pay for their investment in MA with increased profit within 6 to 12 months.
Marketing automation is allowing innovative teams to try things faster, react quicker and learn about the market before others that are not using it.
Today is the first day of the rest of your life or career. What are you doing to improve your productivity? It is not too late to get started. Please let me know your thoughts.
Until next time – all the best!