Why Businesses Needs Marketing Automation?

Marketing automation is everywhere—except it isn’t. It’s written about ad nauseum, and you’ve probably weighed the pros and cons of implementing or shifting to a replacement automation platform dozens of times. And yet, even with a decade of usage, most organizations are still handling core deficiencies that prevent automation. The foremost glaring of issues centers round the implementation of automation to scale broken processes. Supported data collected in our latest benchmarking report, we see marketing still stuck within the middle of a fireplace , without a fireplace extinguisher.

As marketers, we'll always need to cope with important and time-consuming projects which seem to arise daily. We’re within the fast-paced world of marketing, there’s never any time to catch your breath. But that’s precisely why automation is so crucial; without it, you’re either letting data compile with no way to reign it in, or you’re letting golden opportunities slip through the cracks because you’re too distracted.

If it’s cost that worries you, have you ever considered the price of not implementing automation? What proportion money have you already poured down the drain playing catch-up together with your pipeline or wasting resources by not having a data-backed strategy for rolling out content? A day you keep off against marketing automation is another day of lost opportunity. Buyers are changing their habits on a near-daily basis, and it’s unfair to yourself to think you'll recognize every nuanced trend driving and tracking behavior on your own.

Even if things are going well and business is sweet, applying scale to your model will undoubtedly mean adding technology. Companies are often scared off by the “automation” term due to the negative connotations of “one size fits all” messaging. The aim of selling automation isn't to get rid of personalization, but instead to get rid of the manual steps in your marketing process that hamstring it.

Why It’s Time to Invest in Automation

It rarely seems like the “right” time to tackle an enormous project like implementing an automation platform. Really, the right time is now. Your brand is suffering within the eyes of your audience with every useless email you send, and your website is languishing on the third page of search results because you haven’t properly leveraged your content investments. Even though you think that you’re doing everything right, you don’t know if it’s sustainable unless you solidify a process that guarantees success.

Your marketing automation team should be thought of as an investment of the highest priority as the software itself. Over time, as efficiency increases and you learn to spot weaknesses and convert them to strengths, your ROI grows tremendously.

Are you going to need to bring more people in? Probably, there's no simple “hack” which will fill an important role within an automated environment. Your graphic designer, for instance , can do his or her best work when freed up from having to interpret data, even as an analytics manager can specialise in numbers, not content. When most are acutely conscious of their role, internal communication improves, and guesswork (and resentment over being put during a position to fail) is eliminated.

Embracing Automation Isn’t about the Software

When Designate or another software gets delivered to your door, it can feel like Christmas morning. But a bit like rushing to send a RC car over some sweet jumps without putting the batteries in, diving into next-level tech with the team you currently have may cause more stops than starts. Pretty soon, you’re blaming the technology and ordering new pieces, destroying your budget, and exacerbating your problem: you still don’t have the proper team to use these things.

Some companies prefer to work with an outdoor firm that focuses on automation software implementation, especially if they’re green to the entire idea. There’s nothing wrong with this approach at the outset, but hiring the proper people is an investment that pays your organization back by the end of the day. Even though you still work with agencies, you’ll want an indoor operations layer for speed. Whatever you are doing, don’t put out job notices for “Marketing Automation Wizard,” as these mythical all-around savants don't exist.

Instead, specialise in your goals and business objectives to influence who you add to your team. Where are you deficient? Who’s executing what? How are you able to confirm that every team member is required to wear as few hats as possible while being well-versed in communicating with others about different components of automation? Everyone are going to be performing from an equivalent set of standards within an automation program and will clearly understand how their skills complement the whole team.

You’re used to a particular language and set of rules with whatever system you were using before, so you would possibly find it awkward to interview candidates who may speak a completely different language. Don’t feel bad—there aren’t too many of us who fully grasp automation best practices, even today. That’s why interview questions that specialise in details and methodologies will quickly reveal the experts during a field of pretenders.

Marketing automation, and specifically the value of implementation, is nothing to be feared. Automated technology is meant to lift your organization onto another level of demand generation, marketing program ROI, and customer loyalty. Seismic shifts aren’t always easy, but they’ll never happen properly if you aren’t willing to take a stand within the team that understands the tech.

Interested?

Designate has consistently increased conversion rates for its clients by engaging the most sophisticated metrics and tools to acquire, engage and convert target audiences across domains. Get in touch to know how we can boost your ROIs