Most MSPs deploying marketing automation assume it will act as the remedy to all their marketing and sales woes. They expect a magical rise in lead in-flow, faster deal closures and better marketing returns as soon as a marketing automation software is introduced. But, that’s rarely the case. In fact, as research points out, a majority of marketing automation investments are not utilized to their full potential. It is no surprise then, that most marketing automation project fail.
How do you make sure yours is not one of them?
Marketing basics
Understand that marketing automation is no substitute for the marketing basics—a good marketing strategy, well-defined marketing processes, quality leads and relevant content. A marketing automation platform can strengthen your marketing process and support your existing marketing strategy. It can help you attract quality leads and make your content marketing more effective, but cannot make up for lack of any of these elements.
If you need help with any basic marketing element, then you might want to bring aboard a marketing automation vendor who also offers MSP marketing consultancy. Such a vendor can plug any gaps you have in your basic marketing processes and align your marketing automation investment with them.
Technical support
A major cause for failure of IT implementation ventures is end-users not using it. Make sure you get a free trial wherein you can have a few of your end-users try out the various features of the marketing automation software. Also make sure your marketing automation software vendor offers technical support, training and assistance to suit your requirements.
For marketing automation to be truly successful, it has to be in conjunction with the sales processes. Ensure your marketing automation software integrates seamlessly with your sales processes and enhances the sales enablement index by allowing your salespersons to reach out to their prospects at the right time, through the right channels. It should offer Sales asset creation, Sales prospecting tools, Personalization, Automated follow-ups, Cloud-based access and alert generation, CRM integration, Sales playbooks and sales analytics.
The key to a successful deployment of marketing automation lies in not looking at it as the answer to every marketing/sales problem, but in understanding that it is a powerful tool that can enhance and add value to existing marketing/sales processes if the basics are in the right place.