Marketing automation—which replaces separate technologies with a single, integrated system—sounds like a busy marketer’s dream come true. However, if you’re like most busy marketers, you’ve probably looked at marketing automation technology and thought, “This looks awesome, but I have so much going on right now—how would I ever find time to implement a marketing automation system? And I just can’t afford to bring all my marketing activities to a full stop while we implement something that could take a long time to ramp up.”
We realize that implementing marketing automation can be a particularly daunting task, especially for small marketing teams, and we’re here to help! Like any successful marketing strategy, having a plan can help make your transition to marketing automation run more smoothly—it can also help you take full advantage of the many tools marketing automation has to offer.
An Incremental Approach to Implementing Marketing Automation
In David Raab’s “Marketing Automation: One Step at a Time” white paper, he outlines a practical way to get started without a lot of stress, pain, or downtime. The process is so simple that we could explain all six steps in a video that runs less than two minutes:
Here are the incremental steps the video addresses:
Step 1: Pick a system that’s easy to deploy, easy to measure, has high potential, and provides a gateway to change.
Step 2: Deploy the marketing automation system. Start by duplicating existing marketing programs, such as a “Hot Leads Outreach” program, a tradeshow campaign, or your customer newsletter.
Step 3: Identify improvements that can be made to the programs that you duplicated in Step 2. From this group, select a set of changes that utilize different features of your new marketing automation system, such as list segmentation, landing pages, or reporting.
Step 4: Measure the results of the changes you’ve made by comparing the results to the goals you set before implementing marketing automation.
Step 5: Implement the more complicated marketing automation features such as lead scoring, process improvements, behavior-driven nurture programs, and revenue analysis. While using marketing automation to improve basics like email marketing is important, getting the full value from your marketing automation system requires implementing these tools as well.
Step 6: Keep looking ahead. As you continue to integrate marketing automation tools into your marketing programs, marketing automation will become part of your marketing planning process.
Interested in learning more about David Raab’s incremental approach to marketing automation? Download the whitepaper, and learn more about Act-On Software’s marketing automation toolkit by visiting our website.