What is The Marketing Technology Alert?
The Marketing Technology Alert, created each weekday, summarizes the 12-20 best marketing automation-related articles, presentations, videos, infographics, etc., published by analysts, bloggers, journalists and other marketing experts. We go through 500-600 articles each day…so that you don’t have to!
Go here to review The Marketing Technology Alert!
- Your Must-Read MarTech Digest™, for Tuesday 5/10/16 #MarTech #DigitalMarketing
- 4 tips to help switch marketing automation systems – CIO
- Gartner for Marketing Leaders: Gartner’s 2015-2016 CMO Spend Survey
- How Inbox Providers Identify Bad Senders – Litmus
- 7 Conversion Rate Optimization Mistakes You Don’t Know You’re Making – CrazyEgg
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Tag Archives: marketing automation implementation
1. Involve key stakeholders in marketing automation decisions
One of the first things a company should do before deciding on a new marketing automation system is get all of the key business leaders into the same room and on the same page.
2. Properly prepare to migrate marketing data
It’s crucial for businesses to prepare to migrate data to the new marketing automation system if they want to experience painless transitions.
3. Set goals and corresponding metrics for the switch
Businesses should also proactively set goals and then develop key performance indicators to monitor progress toward those objectives.
4. Work with IT on marketing automation transition
Marketing leaders should try to work closely with their organizations’ tech leaders, such as CIOs, because they can provide technological guidance throughout the evaluation and subsequent deployment of the system.
None of this should be a surprise.
1. Lacking Strategy to Generate and Nurture Leads
2. Failing to Set Goals for Data Acquisition
3. Not Keeping Score
4. Sailing Without a Crew
Before you launch your marketing automation system, ensure you have people in place who can create the content to fuel it.
5. Neglecting to Measure Success
We often hear from our clients that they are interested in migrating from their existing marketing automation platform (MAP) for another platform. In today’s b-to-b environment, MAP swapping is common. When should an organization consider a MAP migration? There are five common scenarios:
It’s just fascinating to consider the need for MAP migration for any company given its relative youth. You could easily draw comparisons with CRM.
Their tagging is not tag management, used for attribution.
Having just completed a 60-day marketing automation implementation process, I want to share some lessons learned. So, before implementation…
1. Clean up your CRM
Make sure you clean up your CRM (customer relationship management) database. A clean CRM is important, because your marketing automation software will synch with your CRM, and if you have a lot of duplicates on the lists you import, you’ll have a mess on your hands.
2. Validate/verify your email addresses
Even then, before you upload your contacts, make sure you run them through an email appending/verification service. That way, you can weed out the wrong/gone emails before you ever upload your contacts into your marketing automation software. Doing so means you will be able to lower your bounce rate when you run your first email campaign, which is important.
3. Communicate with and educate your sales team
Marketing automation affects the processes you have put in place and the agreements you have with your sales team, so you need to have a conversation.
4. Ensure you have the appropriate resources
At the very least, you will need the help of your webmaster/Web developer, IT department, Sales operations/CRM admin, and marketing and creative teams to help you with…
Tracker subdomain creation
Custom font permissions, if necessary
Landing page creation
Drip program creation
Grading and scoring
Lead assignment process
Site search integration
Page action triggers
Technology connectors such as Google AdWords and GoToMeeting
5. Commit to continually educating yourself
I know so much more than I did 60 days ago, but if I have learned anything it’s that I have a lot still left to learn about marketing automation usage, best-practices, integration, and educating others. Do not underestimate how much time it will take to learn what you need to learn in order to maximize your investment in marketing automation—and commit to taking that time to educate yourself, regardless of how hard it is to fit in.
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Review #4 in great detail: spot on. HOWEVER…
There are two articles on btobonline.com by Nick Panayi, director-global brand and digital marketing for CSC, who implemented MA within his organization, which gives you the insight you need to plan out your implementation: go here and here to review them.