Marketing Automation is an attractive solution, which allows to increasingly acquire new leads. After all, who wouldn’t like to have ‘magic instrument’ that automatically generates potential clients and then turns them into a real contracting party. Actually, it doesn’t require much to launch first automated project. However, there are a few factors to make it work top-level.
In most cases Marketing Automation is linked to B2B activity in respect to the leads maturing lengthy cycle but automation is also used in B2C relation, e-commerce and recently more and more often in non-profit organizations. Marketing Automation class systems can be compared to well-oiled machine, which conveniently combines separate but firmly related elements into a single mechanism. As a result, this means merging e-mails, forms, blogs, rules, call to action buttons, banners, text messages into entire and consistent campaign.
Necessary tool for start-ups?
Paul Graham from Y Combinator claims that first of all one needs to take up those things, which are not scalable. However, with the company growth, it’s more and more difficult to respond to everyone by hand and reply to each enquiry or message in an individual way. Apart from that, you will largely focus on development and promotion of a product, which is being rolled out. Then, the chances that you will miss the enquiry from a potential client are quite big. As a result, may waste the opportunity to acquire new client. Therefore, getting the start-up going, will sooner or later require each and every possible technological advantage and Marketing Automation will allow to work it out.
There’s no one, definite answer to say what the best moment is to start using automation. It is pretty complex issue because implementing this too early, you will unnecessarily spend money on the system, which will not be able to use its potential and function effectively. Yet, if you pick up automation too late, it’s very likely that the competition will do this first. At that time, you’ll have to come from behind.
Before you introduce Marketing Automation
Before you make a decision about automation make every effort to learn how to take advantage of its potential, how to adjust it to your particular activity in order get most out of it. Go to webinars organized by companies during which system capabilities are presented as well as business issues, integration possibilities and everything that can have real influence on system functioning in your company. In addition, have some time to learn the system itself, its adaptation and possible inaccuracy. With the business development and growing number of clients such actions will bring profits.
Summary
Beside indisputable effectiveness of Marketing Automation systems, the human factor is still relevant. Created e-mails and messages must be composed accordingly, in order to keep sensitivity to human needs as if the e-mail was send by hand. Automation can be fully controlled and absolutely nothing happens here accidentally. Marketing Automation used appropriately will surely contribute to business success.
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