Last time, we explained the essential functions of
marketing automation
and how it differs from CRM (customer management system).
This time, we will specifically explain what points to pay attention to during the implementation phase.
Things to keep in mind when implementing marketing automation
① Even after the introduction
of MA
tools, work performed by humans continues
MA tools are not magic tools. After implementation, you can automate email distribution and visualize target customers to some extent, but humans are responsible for creating scenarios and running the PDCA cycle.
It’s a basic thing, but you need to be careful about it.
② We have to do work such as implementation and operation ourselves.
We must secure human resources who can handle everything from implementation to operation.
Although it may seem easy, implementing MA is quite difficult.
In terms of initial costs, the implementation costs are definitely higher than the software costs, and if you want to manage within a limited budget, you can’t leave everything to the contractor.
Additionally, after implementation, you will need to operate it yourself. It often takes a lot of man-hours to construct the flow and content to put it into operation.
MA operations are difficult because there are sensitive parts, including personal information.
③Let’s clarify the purpose of why we are introducing MA tools
If you don’t clarify what you want to achieve with MA in advance, you won’t be able to operate it in accordance with your goals.
Decide on a somewhat clear policy of what you want to achieve through MA, and prepare content and campaigns in advance to meet that policy.
If you don’t do that, you’ll definitely struggle after implementation.
It is a good idea to decide on a certain outline for the content and campaign itself on a yearly basis, and then change it according to the situation at the time.
This is a bit intertwined with resources, but it is a very important point.
④ Be sure to share the data obtained through MA with sales.
Are you able to collaborate with sales?
Engaging target customers through MA must definitely be achieved. However, it is meaningless unless engaged users are approached by sales.
Sales staff almost never see the data acquired by MA.
It would be a good idea to link it with the SFA (sales support system) or CRM (customer management system) that you have already installed.
Ideally, sales staff would look at this data and make approaches tailored to the movements of the target customer group.
summary
◆When introducing marketing automation, it is better to pay attention to the above four points before introducing it.
◆ Sufficient resources should be secured and prepared from implementation to operation.
◆Whether or not MA can be implemented and utilized depends largely on cooperation with sales.