Marketing automation is a well-established tool in the marketing industry. It is no exaggeration to say that companies that make full use of marketing automation are achieving some results.
However, it is naturally difficult to achieve results by simply introducing marketing automation.
Therefore, this time, we will introduce the things you need to be careful about in order to achieve results with marketing automation, from the points before implementation to the points during operation.
What you need to know before implementing marketing automation
Marketing automation, as the name suggests, is the automation of marketing activities.
Marketing activities include sending emails, creating and updating content and advertisements used on websites and blogs, posting on social media, measuring the ROI of each campaign, and creating reports and measuring data. There are many detailed tasks. Marketing automation makes it possible to perform such diverse tasks with a single tool. Basically, it streamlines marketing activities in general.
Marketing automation also plays a role in corporate activities, from acquiring prospective customers to handing them over to the sales department once the accuracy has increased. Therefore, it is important to gather the necessary data before passing it on to the sales department and to ensure smooth coordination. Therefore, marketing automation is also equipped with such data linkage functions.
- Background to the need for marketing automation
The need for marketing automation is due to the need to improve operational efficiency due to the evolution of various tools in marketing, as well as the increasing complexity of customer purchasing behavior and purchasing psychology.
In recent years, price competition and product commoditization have progressed, and it is no longer possible to sell by simply waiting for customers. Marketing has become more complex, and by viewing products through various channels, it has become easier to act and consider purchasing decisions. This is because buyers now have the ability to choose products. Therefore, by understanding the needs of the buyer and taking an efficient approach, the seller has begun to achieve results.
In this situation, marketing automation is useful because it analyzes user behavior history and allows you to make the best approach at the best time.
- The purpose of the introduction is not clear.
Often, implementing marketing automation becomes an end in itself, thinking, “Let’s implement marketing automation because it’s a trendy tool.” Of course, there may be other reasons, but if you forget the original purpose of acquiring potential customers and improving the efficiency of marketing activities, you will not be able to achieve results.
- Start without setting goals or KPIs
In addition to clarifying goals, it is also important to set KPIs (key performance indicators) for each individual measure. If you implement marketing automation without setting such goals, you will end up wasting your money.
- Choosing a tool that cannot be linked with other tools
The problem is that companies choose marketing automation that cannot be integrated with their existing tools, such as not checking whether they can be integrated with other tools such as SFA, CRM, or CMS, or if they plan to integrate with them in the future.
Currently, it is rare for tools to not be able to work together, but when considering a tool, you should check whether it is possible to work with the SFA and CRM that you use in-house.
- Lack of knowledge and personnel capable of nurturing prospective customers
If you’re thinking about nurturing leads, you’ll need people with knowledge of nurturing them. If you neglect to create a system for its operation, it will take time when it comes to operation.
- Few leads
It is said that marketing automation cannot be used to its fullest potential, especially if there is little information about prospects and leads.
- Identify your company’s marketing issues and clarify the purpose of introduction
The first thing you need to do is clarify your purpose. Identify your company’s marketing challenges and see if marketing automation is truly suitable for solving those challenges. If marketing automation is optimal, it will focus on the specific issue and always set goals so as not to forget it during operation.
- Set goals and KPIs
When it comes to goals, it is best to break them down further from the larger objective, set multiple smaller goals, and decide on KPI numbers for each. For example, increase the number of site traffic by doubling the amount of advertisements placed, increase the number of leads by increasing the number of e-mail newsletters distributed by 1.5 times, etc.
- Secure operational personnel
As mentioned above, marketing automation requires the creation of a system that can be operated. Secure at least one or two people to ensure reliable operation.
- Assuming cooperation with other tools
You should also keep an eye on future collaboration, such as whether or not to integrate with other tools such as SFA, CRM, and CMS. It is also important to choose marketing automation that can be linked with other tools.
Key points for marketing automation operation
Once you have implemented the points you should keep in mind before implementing marketing, the next step is to check the points on how to do it when operating marketing automation.
- Define your target customers and their stages
First, select a target and draw a customer journey that shows how the target user will behave. Then, divide the path to increasing the prospect angle into stages and define each stage.
Make full use of these implementation and operation points to successfully implement marketing automation.
summary
◆Marketing automation is the automation of marketing activities, and its necessity has increased due to the need to improve business efficiency and changes in customer purchasing behavior.
◆Before introducing marketing automation, it is important to identify your company’s marketing issues, clarify the purpose of introduction, set goals and KPIs, secure operational staff, and envision collaboration with other tools.
◆The key points in operating marketing automation include defining target customers and their stages, planning content, designing scenarios, and creating a system to analyze the results and run the PDCA cycle.