Tuesday, 7 June 2016

5 Key lessons from deploying a Marketing Automation

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When marketing automation is successfully applied, it can bring a number of fruitful results to an organisation. The first question is: what do you actually understand about marketing automation strategies? Marketing automation involves forming a set of goals for your business that will lead to a higher generation of sales and revenue, while minimizing lost sales opportunities.

A successful marketing automation technique utilizes multiple measures. If companies manage to learn the true essence of these lessons, it will prove to be a great step towards forming future successful ventures for any organisation.

These five lessons should be noted if you want continued success for your company:

1. Get Strategic Alignment:
An important thing to learn from such a strategy is that customers want easy and maximum accessibility. There must not be waiting time for any service to be available to customers who require it. It is about keeping loyal customers returning to your product or service by catering to their individual needs.

An important thing is to forget about relying on a single method of reaching the customer, such as the web. Utilizing maximum means to reach the customer is more likely to bring beneficial results to the reputation of the company.

2. Build a Single Customer View:
Firstly, this requires you to have efficient management of large amounts of data. Building a single customer view requires a huge platform where the concerns and needs of each and every customer are met. For all sorts of inbound and outbound conversations with the customer, it is necessary to incorporate the capability of interacting with all the customers. If this was not a part of your company before then now you definitely realize the importance of having it.

3. Assemble the Right Team:
It is very important to form a team that is bold enough to go with innovation but also pragmatic enough to consider all the pros and cons of a particular strategy before applying it. Coming up with the right set of individuals that will make up this team is the most important step as it requires young blood as well as experienced minds.

4. Keep the Project Management Team Together:
It is very important to stick with the same team from beginning till end. Important steps must be taken to resolve conflicts, if any arise. Switching people will slow down the process and will delay the application of the plan.

5. Go for Omni-channel, not Just Digital Experience:
Use digital means to derive more outbound strategies to reach a wider audience. Living in the modern era means most of your marketing will be done through digital media, but solely relying on such platforms is a huge mistake. Rather, digital media should serve as a stepping stone towards achieving stronger marketing strategies through other promotional mediums.

If these lessons are kept in mind then the future strategies will turn out to more favourable for any organisation; giving way to more growth and development opportunities.


Alejandro Catalan
Current student in the Master of Marketing program at the University of Sydney Business School

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