13 marketing automation tips: the do's and don'ts

13 MARKETING AUTOMATION TIPS:THE DO’S AND DON’TS

CleverTouch Marketing Ltd May 2016

© Copyright of CleverTouch Marketing Ltd.

DO1. Recognise marketing automation is a

process not a purchase…

…most marketers over invest in the software acquisition and under invest in the ongoing adoption and deployment.


DO2. Have a Request For Information (RFI)

process, if only to agree your vision and objectives internally…

…stakeholder engagement and alignment across the business before deployment is essential, and money saving too.


DO3. Remember this is about better

marketing not better technology…

…don’t forget marketing automation is a tactic, Marketing is the strategy.


DO4. Have at least 3 people driving

marketing automation inside your organisation…

…where projects fail is when the marketing automation deployment is in the hands of just one person. Find an executive sponsor, a project manager and a digital ‘doer’.


DO5. Allocate a budget for services and

support• x2-3 the cost of the software

…consider the training you need to drive better understanding and adoption outside the platform in addition to training inside the platform.


DO6. Establish quick wins, but also

establish longer term goals…

…the most successful project management plans are those that establish and deliver quick wins early while having a longer term vision and milestones in plan too.


DO7. Establish the ‘marketing spine’

early…• Content Management System (CMS),

marketing automation and CRM all integrated

…many organisations are adopting too many disparate technologies before integrating the core 3 first. Some refer to this as the ‘marketing stack’ – don’t let it become a pile.


DON’T8. Measure the wrong stuff…

• Click thrus & opens rates• Replaced by contribution to business

…you still need click-thrus and open rates but marketing automation is really about moving the dial from marketing as a cost-centre to marketing as a profit-centre.


DON’T9. Ignore IT - just pick the right

partner…

…IT can be slow and overly thorough, Marketing can be an impulsive buyer of technology. The best projects work where IT and project management embrace the cloud and are supportive of marketing.


DON’T10.Assume it is an extension of CRM,

with the same skills…

…many organisations underestimate the power of marketing automation. It isn’t just another tab in your CRM. It needs very different skills to deliver it properly.


DON’T11.Think just because of the name its

domain is limited to the Marketing department only…

…the most successful global deployments drive change throughout the business by taking the power of marketing automation to other departments.


DON’T12.Abdicate responsibility, it is your

responsibility…

…Marketers are no longer being measured just by the campaigns they run, but increasingly by the technology they put in place.


DON’T13.Forget the bigger picture, drive

change and new thinking

…organisations are being reinvented by customers. The days of marketing being responsible for just the brand, thought leadership and demand generation are over. Your role is to be a radar to the market and to deliver new thinking.

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CleverTouch MarketingThe Old Forge, The DeanAlresford. SO24 9BH

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