Your step-by-step guide to marketing automation in business
Because marketing automation is a collection of tools rather than a single piece of software, it can be difficult for business leaders to know where to start. Which tools are right for your business? How do you implement them? How do they interact and work together?
Our guide takes you through the basics of automation, including benefits, building a business case, implementation and use. For your marketing team, it’s the first step towards a major transformation.
HERE’S WHAT’S INSIDE
Understanding marketing automation
Marketing automation is an umbrella term for tools and software designed to automate marketing tasks and minimise manual work for your team. Functions include campaign management, email and messaging, customer onboarding, data collection, customer segmentation, reporting and analytics.
Marketing automation has come a long way in the last decade, with modern, full-service platforms offering new levels of visibility and control.
Scoping the benefits and mapping the journey
The first stage of any marketing automation project is mapping out your customer journey and identifying gaps or inefficiencies that automation could enhance. Depending on your existing systems and needs, benefits can include time-savings, better customer targeting, increased conversions and improved loyalty in your marketing team.
Building a robust business case for automation
We look at how to build a marketing automation business case to take to your leadership team. This includes ROI projections along with intangible benefits for your customers and staff – for example, enhancing customer service with personalisation, giving your marketing team more time to focus on fulfilling work, and improving your understanding of your audience.
Effective implementation of marketing automation
The implementation process can be a barrier for some businesses, but if it’s supported by an expert team like Datamine, it doesn’t have to be complicated or disruptive. The guide touches on implementation for a marketing automation platform, including integration and staff training.
Testing and optimising marketing automation
The final stage is ongoing testing, refining and optimisation of marketing tasks. Setting up a workflow that continually tests and tweaks your automation processes is crucial if you want to maximise the benefits of your new platform.
Futher reading
Marketing automation for your business
Filling your marketing automation toolkit
How To: Run a Marketing Automation Health Check
Clients we have provided marketing automation for
