In 2018, the marketing automation market will reach a record level of maturity in France. More and more companies are equipping themselves with a solution. But more than just software, marketing automation is above all a Niger Email List project. This is the first obstacle faced by organizations eager to hoist the mainsail of automation: without preparation, they often face headwinds. This error is usually fatal. In order to help you choose and implement the right software and set up your marketing automation strategy , we have therefore decided to write an article on the main steps to follow to put the odds in your favor:

Define the objectives of your marketing automation strategy;
Prepare for implementation and anticipate pitfalls;
Choose to outsource or internalize all or part of your marketing automation; Choose the right solution for your business.
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STEP 1: Define clear goals

Before embarking on a marketing automation project, ask yourself a question: “What do I expect from automation?” Why is it important to implement it in my business? “. If you are not able to answer this question clearly, you may not be quite ready for automation yet. However, at Markentive, we know from experience that the absence of a clear and well-identified need is often fatal: it is a pebble, insignificant at the beginning, which lodges in your shoe, causes slight discomfort and ends up by keep you from moving forward.

Everything stems from your goals. The choice of the tool as the way to put it in place. Here are some examples of needs that marketing automation meets: Generation of qualified leads : you are looking to attract new accounts and prospects that you do not yet know. Activation of a contact database : you already have most of the key accounts in your market in the database, it is now a question of maturing them by educating them. Cross-selling / Up-selling : you are looking to sell complementary products or premium offers to your base customers. Performance monitoring : your goal is to easily calculate the marketing ROI; it is therefore a question of measuring the impact of your actions on sales (conversion rate from MQL to SQL then customers in particular)

STEP 2: Prepare to implement your marketing automation

To succeed in a marketing automation project, you will need 4 things: skills, availability, experience and favorable context. Before embarking on your project, we therefore advise you to conduct an internal audit of these 4 key points. When we talk about automation, we distinguish between strategy and technical implementation. You will need both to make your project successful.

Productivity gain : you want to launch more marketing campaigns and capitalize on your work You will usually have more than one goal, so we recommend that you prioritize your priorities. To do this, start from the overall objectives of your business.We insist on documentation: once your strategy is implemented in the marketing automation tool , it is generally difficult to have a clear vision. Hence the importance of entering everything in an Excel or PowerPoint file before setting up. This will also facilitate changes over time.

Regarding the technical implementation, you must ensure that your teams know at least how to use marketing automation software and, if possible, have some knowledge of CRM. Indeed, synchronization with the CRM is essential when talking about marketing automation, in order to transmit the MQLs to the sales representatives and to calculate your ROI.