The Uncomfortable Truth About Marketing Automation
Let’s get one thing straight – Marketing automation is awesome technology. As a tool to support the development and progression of leads; as an enabler between marketing and sales functions; and as a rallying point for results-focused marketing activity, marketing automation is where it’s at – and no buts.
But…. Let’s not forget that much of the marketing automation buzz in the market is generated by the platform vendors themselves. Clever, innovative, persuasive software specialists they most certainly are; marketing people with the job of making it work under the pressure of today’s KPIs? Er, no.
So while the vendors are pouring honey in our ears and whispering sweet nothings about SQLs and nurture flows, pause for a second to consider ten all-important truths.
Mildly uncomfortable they may be, but together they should offer busy marketers a more pragmatic perspective on the reality of marketing automation and how to make a success of this powerful platform.
1. Your platform is not a strategy
It’s software. Pure and simple. Marketing automation can help define your approach to marketing and provide an activity framework of sorts, but it’s no substitute for having a robust plan.
2. Marketing automation does not generate leads
Campaigns generate leads. Marketing automation brings methodology and science to a process that still requires full strategic, creative and planning legwork. There are no shortcuts to effective lead gen!
3. It doesn’t connect your marketing and sales departments
It takes actual people, committed to an effective sales and marketing partnership, to sit down and plan a new, results-driven vision. Marketing automation is a great enabler, just don’t forget the humans!
4. Global is a big ask
The global marketing automation option can work, but don’t underestimate the role of data, process, training and hands-on regional implementation. It will take time, patience and (ideally) local support from agencies that know their stuff.
5. Reporting comes first, not last
Begin your new marketing automation-enabled strategy by defining exactly what you want to be able to report, and work backwards to build your lead nurture programme. Don’t just jump into marketing automation and assume ‘good things’ will come out the other end.
6. If it‘s non digital, it’s a non starter
Marketing automation isn’t magic. The only way to incorporate touches from direct mail, events or telemarketing is through a digital link or by human input.
7. Bad content can kill you
Too many marketing automation projects crawl along on a diet of mediocre, all-about-me content. It’s vital to invest the time, budget and expertise needed to deliver a winning content portfolio.
8. Marketing automation best practice: Approach with caution
We need to be very careful about swallowing the line that marketing automation is a straightforward DIY job if you just follow the manual. You will almost certainly require expert support with selection, implementation and activation.
9. It’s automated, not automatic
The brilliance of the software is the ability it gives you to experiment, adapt, test, push what works and learn what doesn’t. Don’t be reticent, and don’t be frightened of diving in and exploring.
10. Marketing automation might not even been the answer…
There are plenty of automated email broadcasting tools (often cheekily defining themselves as marketing automation) that offer simple lead scoring plus a few other bolt-on goodies. You may not need to go the whole marketing automation shebang to get the solution that’s right for your business.
We know the pressure of working with stretched budgets, limited resources and pressure from the C-suite to deliver. We also know your marketing automation platform and lead nurture strategy can be up and running cost-effectively (and hitting your KPIs) if you take a marketing-led, holistic approach.
Find the right agency to support you (preferably one with an end-to-end marketing automation capability), and together you can make measurably magnificent marketing. Now that’s the truth.