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The term marketing automation refers to the process of automating marketing tasks. This could be tasks like sending emails, adding subscribers to specific lists or determining if leads are ready to be approached by the sales team.

Although marketing automaton by its very nature is designed to make the work-life of marketers easier and more efficient, you shouldn’t make the mistake of thinking it’s an easy process. To really succeed with marketing automation you need the right kind of software, the skills to set up digital workflows, and lastly: a solid digital marketing strategy.

All automation isn't good automation

Most marketing teams already practice some form of automation, but few have committed to the strategy wholeheartedly. The most common mistakes occur when brands automate tasks just because it’s technologically possible or because the marketing team has too much to do.

Don’t get me wrong, technology is cool and if done right, the process can definitively free up a lot of time for your marketers, but it should never be about downsizing the marketing team, or cutting back on human hours spent. More often than not, your team will have just as much to do post automation as they did before.

Read also: IS AUTOMATION IN THE ADVERTISING INDUSTRY KILLING CREATIVITY?

So why even bother? It all comes down to allocating your resources correctly. By automating generic tasks, you are freeing up time to work on analyzing and optimizing your campaigns and processes. You are creating a better experience for your prospective clients and you are rigging your team to handle the future of marketing. Isn’t that amazing?

How to implement marketing automation in your team

We all know that introducing big changes in a business can cause some friction, both in terms of getting everyone on board with the project and completing the implementation successfully. Chances are you will face a number of difficulties, some of the things you should consider and remember when implementing automation is:

  • Software
    It all starts here. The right marketing software is crucial for a successful implementation. Now, make no mistake of it: it will take time and resources to adapt and use new software, but choose something that is intuitive to work with and make sure the program will make your marketing process more effective in the end. Enforcing something that will make your team’s workday more complicated or limit their creative freedom, will not make you popular at the office.    
  • Personalization
    Make sure you have a lot of options in terms of personalization. At a minimum, you should be able to automatically send out emails with including the recipient's name. Additionally you should be able to track how your leads are moving on your website. How about sending an email to those who have left products in their basket without checking out? Or getting a notification about those who keep revisiting your site without making a purchase. The options should be close to endless. 
  • Set up clear workflows
    For marketing automation to work you need to be able to set up clear workflows. The best thing is to start small and build complexity. Don’t forget to analyze and optimize your workflow along the way, and be patient. Just because your setup doesn’t perform as wanted one week, doesn’t mean you should rethink the whole thing. It will take some time to gather the necessary data, but when you do apply something new, remember to implement them one at a time and note any changes in performance.
    Read also: HOW TO STREAMLINE YOUR WORKFLOW
  • Make your team feel safe
    Change is never easy and if your team is feeling insecure about how this new approach will affect their jobs, they will make the process more difficult to implement. So include your team through the process, listen to their comments and answer their questions.

There you go, you are now almost an expert in marketing automation. Good luck with the implementation! And if you want to learn more about dynamic content creation you are welcome to download the free guide we made for you!

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