Are you looking for a Marketing Automation system?
Congratulations! Because you have come further than many others. But before you commit to a specific system, you need to start thinking about purpose. Do you want to increase lead generation? Start working with inbound? Automate processes? Once you've figured out the answer to the question of what you want to do with marketing automation, there are a few more things you need to keep in mind...
It is not a "Cure all"
The system will be very helpful - but it won't do the job for you. It will automate repetitive processes so that you can focus on the things that can't be automated, but it is your responsibility to analyse the data that you bring in through different channels and find patterns that will help you improve and streamline marketing activities.
Not just lead generation
One of the great benefits of a Marketing Automation system is that it helps you keep in touch with existing customers and identify sales opportunities. Using data analytics, you can optimise your customer relationship and focus on personalising communications with your different customers and customer categories.
Benchmark and set targets
Define what you want to get out of the system and set reasonable goals. A requirements analysis will help you choose the system that best matches your requirements and objectives. There is a big difference between systems like Hubspot, Marketo, Account engagement (Pardot) and Eloqua.
Changing systems is costly in both money and time. That's why it's important to choose a system that can grow as your business grows. Think about what features and integrations may be important to you in the future. Always think about the next step!
Focus on building a competence team
Inbound is not a tool, it's a new way of working and it requires a new set of skills. The modern marketing department is more technical and analytical than it has traditionally been. Spend time finding the kind of marketers who are tech-savvy and on top of new tools and trends. Want to learn more about how we can help you with Hubspot?