Getting Ready for Marketing Automation

I’ve introduced marketing automation previously, and I now wanted to discuss essential steps for your company to prepare.  As a reminder, marketing automation is a platform to improve marketing and sales integration, increase revenue, decrease costs, and achieve better marketing ROI.  NuSpark Marketing‘s team of experts contribute to the transition.

By implementing marketing automation, your firm will

  • Start targeting problem-solving content towards buyers throughout their purchase cycle
  • Start lead scoring so that the salespeople create relationships with those leads most likely to buy
  • Start lead nurturing through quality content and ongoing drip campaigns to push prospects into sales
  • Start analyzing and measuring results of campaigns so that further refinements can be made
  • Start integrating marketing campaigns into your CRM so that quality leads and sales can be analyzed by lead source

1. Get everyone on board

Our first meeting will be an introduction/assessment, and we’d have representatives from your marketing, sales, and IT teams, as marketing automation affects all 3 departments.  IT is not totally essential depending on the solution chosen and the state of your current customer database.  We’ll have a demo or two scheduled on appropriate solutions for your business.

2. Needs analysis

We’ll review any pain points you have; look at your current sales process.  Do you have buyer profiles developed?  Have you identified what the true quality lead is?  Is your website working for you as a lead generator?  Do you know what current tactics generate the most efficient leads and sales from a cost-per-lead standpoint?  We’ll be discussing all of these issues, and we’ll also review your current email marketing platform and share the benefits of marketing automation which includes ongoing lead nurturing email messaging.

3.  Costs

We can certainly prepare a proposal after our assessment that includes the cost of the platform, our consulting costs, and our content management costs, plus other needs we can provide, but it’s important to take into account that this does not ALL have to be additional expense.  Our proposal should consider the following:

  • Your current e-mail platform costs.  With marketing automation, you won’t need your current system anymore (although there can be a short transition window)
  • Your current advertising plan.  What sources can we eliminate or cut-back. Examples: Full page ads to half page ads; Reduce costs for pay-per-click if lack of quality traffic
  • Your current PR plan.  Are the costs and the amount of trade shows showing ROI.  If not this is an opportunity for reduced costs. Are you getting the most our of press releases?
  • Your current content plan.  If you’re still producing hard copy catalogs, briefs, reports, we can look at ways to reduce costs (paper stock, color, frequency) or transfer to digital altogether
  • Other areas.  Are there other tactics and processes within marketing or sales that can be reduced or eliminated for cost savings?

4. Get Charged

You’ll be comfortable having us walk you through the process and act as your partners.  In order to make your “lead and sales” machine work to its fullest, all marketing tasks need to be reviewed, analyzed, and tweaked.  That means SEO, social media, landing pages, development of a lead scoring model, database management, CRM integration, and last but not least, development of a content mapping strategy (white papers, case studies, reports, webinars, podcasts, blog posts, ebooks).

This doesn’t have to be complicated. It’s a process, but will get your firm on the road to increased ROI, higher closes, and more revenue.  If you’re a complex product/service, you need to nurture your prospects throughout the buying cycle with quality content and marketing automation.  We represent many platforms and will recommend the right system for you.  In a future post, I’ll go through the steps and advantages in detail.

About Paul Mosenson

NuSpark Marketing Founder, Chief Lead Generation Strategist and Online Media Director An experienced B2B and B2C marketer, Paul has been helping clients generate leads and grow their businesses for over 25 years. Paul helps plan and optimize marketing and lead generation programs.