An important aspect of choosing the right solution is, that enterprises must consider their specific marketing needs when shopping for a most suitable platform, and ensure it matches with the company’s unique requirements.
Understandably, the more sophisticated a solution and the more systems it connects with, the more powerful and valuable it will be for an organization. However, to avoid complexities, marketers can realize value without rolling out all capabilities from the start. Rapid deployment of marketing automation solutions can be followed by consuming the required functionalities in a phased, easily handled approach.
Just as they would with any advanced software, marketers should zero in on and take advantage of the marketing automation features they truly need, concentrating on functionalities that help them achieve their immediate goals.
As David Lewis, Demandgen International observes, “the top reasons companies underutilize their marketing automation system is lack of focus and agility.” So, the way forward for ensuring this process is not a complex one, is to first establish core objectives and focusing on the marketing automation functionality that addresses the company’s goals. Alongside this exercise, businesses need to establish a solid foundation for succeeding with marketing automation. It starts with taking advantage of the basic functionalities that already exist within their communication processes- Email marketing, Web forms, Landing pages, Lead scoring, Measurement and reporting.
But, this will need complete clarity on needs.
By focusing first on the basics, the marketing team can get comfortable with and master the features that will satisfy the majority of their everyday needs. Over time, as they move up the maturity scale, they can call upon more advanced features in support of sophisticated initiatives such as lead nurturing, personalization, account-based marketing, retargeting and progressive profiling.
A “crawl-walk-run” approach gives all involved parties the chance to learn about and embrace a new mindset and system, while also empowering marketing to quickly demonstrate the value of the solution to others throughout the organization. Over time, the marketing group can tap into more and more functionality to support increasingly sophisticated, multidimensional programs and campaigns.
In the Crawl stage, enterprises need to have a basic mastery of marketing automation. They should be able to run single-channel campaigns, standalone as well as simultaneously. They need to incorporate priority landing pages and offers into these campaigns and set up lead scoring to automatically drop leads into relevant campaigns.
The next is the walk stage, where companies need to start segmenting the overall contact database based on campaign responses. At the same time, de-duplication of records and adding value to existing records with additional information, enables sophisticated targeting and personalization that will allow them to run multichannel campaigns.
Moving to the run stage, the usage becomes more sophisticated and can be integrated with other key systems to drive a seamless flow of information and enable further automation. This will also allow to unify campaigns for a true, multi-channel approach, employ long-term nurture and score leads across channels to drive maximum conversion.
By adopting this phased approach, marketers stand a much greater chance of immediate adoption and long-term success. A number of success stories can be cited with the adoption of this phased approach. For more information, read here