In past blog posts, we learned about the importance of data governance for handling customer data, and customer data platforms (CDP) for how you will collect that data. Now, we’ll review the art and science of marketing automation, which covers what you will do with your data.
This represents the third key pillar in sound data-driven marketing.
Marketing automation is a data-driven approach to get your customers to buy, or continue to buy, your products and services. It requires programmatic tools and strategies to be at the right place and the right time for your customers.
Above all, the right marketing automation strategy serves as the backbone of your marketing technology stack.
How to Implement Marketing Automation
- First, brainstorm with stakeholders to create customer journeys, which are purchasing scenarios that leverage attribution data about who your customers are. Your team here will be a diverse one because it spans product owners, marketing, customer service, design, and executive teams.
- In addition, you’ll next create automated campaigns guiding customers through these journeys. This will involve copywriters, designers, managers, and engineers who will create the content and run customers through automated marketing workflows. Workflows start with email marketing, and other channels including SMS messaging, app notifications, social media, paid display and search ads.
- After that, host retrospective sessions to review what you’ve done. During these sessions, your teams will use analytics and business intelligence tools to measure the impact of your marketing campaigns.
Above all, remember, the operative word in marketing automation, is the “automation.” As a result, and most importantly, that’s where choosing the right software platform is key.
How to Choose the Right Marketing Automation Platform?
Ultimately your marketing automation success will depend on picking the right platform for you. There’s a broad range to choose from, such as a free version of HubSpot to fully built out enterprise platforms like Salesforce, Adobe and Marketo.
For greatest success with your platform, base your decision on three key factors: a) ease of integration with your data sources or your customer data platform b) ease of use of its segmentation tools so you can target your customers across specific and the most relevant criteria and c) robust analytics and reporting tools.
In conclusion, after you followed these tips, your mastery of marketing automation will come from discipline, practice, and a growth mindset of iteration daily. Good luck and keep me posted how you do!
Here’s a couple of sources to start shopping:
- G2 Crowd: User ratings of top marketing automation platforms.
- PC Magazine: Reviews of top marketing automation platforms.