6 tips to consider before you start using marketing automation

Eager to get started with marketing automation? Looking to save time and generate better results? Preferably now, or actually yesterday? Fully understandable if you feel rushed and busy. But investing a little time and patience before the start makes a big difference. With this guide we want to help you get off on the right foot from the beginning. Ask yourself these 6 questions before you start using marketing automation.

What is the goal of the marketing?

Start at the right end and set your marketing goals first. Then use a marketing automation system as support in reaching the goals. Who is the target audience, and what problems and challenges can you help them with? Is the goal more customers or reaching new segments? Or is there a phase in the sales process that you need to get better at handling? Marketing and communication are about relationships and influence.

But the purpose is not always tied to increased sales. For organizations in the public sector, it can for example be about getting certain information out, steering residents toward using a certain service, or being seen as an attractive employer. For non-profit organizations, it can for example be about recruiting more members or sponsors. Whatever type of organization you represent, it is about keeping track of the target audience, analyzing the current situation and setting goals.

Read more about how Paloma helps you get started with automated newsletters

What do processes and marketing activities look like today?

Many of the processes in marketing and sales work that are done manually today can be automated. A review gives a good foundation for building well-functioning, automated processes where unnecessary steps disappear. That also applies to smaller companies.

How do you build relationships with your customers?
When is a potential customer classified as a lead to be worked on by sales?
How does the communication around bookings work?
How do you make customers feel seen and important?
How do you go about launching a new product or service?
What added value do you offer customers, and how do you get it out?
How do you handle events?
How do you collect reviews and ratings?

What does our potential customer's buying process look like?

Understanding how your particular customers act and in which contexts they look for information can give you a good understanding of which sales/marketing efforts to make and when. And when you think about this, start from how your customers act now, not how they did 10 years ago. It is not the same thing.

Think about what you do yourself. The buying process often starts with a problem or a challenge; you may do a few searches on Google, find a comparison site or visit a few suppliers' sites. You may get help from your network on social media. In the end you have a fairly good picture of what you want or need. This means that as a supplier it is harder to influence the customer's picture of their interests now than it was 10 years ago.

A complex buying process can be characterized by:

a large investment for the customer
a product or service that is critical to the customer's success
the purchase requires extensive research
the customer cannot change their choices once the purchase is made
you operate in a relatively new market
many people are decision makers in the buying process.

When the buying process is complex, the customer does not make a decision after the first contact with the supplier. Today it is common for the customer to do research and make choices without being in contact with you as a supplier. Here it is important to engage in the customer's process at the right moment, to help them in the process and build a relationship. Marketing automation is a great help in that process.

Put yourself in the customer's situation and understand their problems and needs. What problems are there, what information is sought to solve the problem, and how is this information searched for? Find the channels that your potential customers use. Taking part in active online discussion forums is another good tip.

For you as a supplier, search engine marketing with paid ads can be a quick way to increase the traffic to your website. A little more long term, content marketing can be a good way. It means writing relevant text content that the search engines' organic ranking is based on.

Landing pages, tailored subpages, are a third method for converting visitors on the website. It usually means that the visitor fills in a form with information about themselves, including an email address, in exchange for especially interesting information or an offer.

What ideas are there for the future?

Think about the ideas you have for future customer development and how you want to convey your message and position your brand. Write down ideas and plans.

How do we measure today?

With blunt instruments for measuring the return on investment in campaigns, you can only measure results in the form of closed deals. In a marketing automation system you can also measure how the campaign has brought your potential customers closer to a deal. Something that can pay off in the long run, even if it does not show in hard currency yet.

What should we start with?

Even if you see the enormous potential, marketing automation should be introduced into everyday work step by step. Start with two or three areas that the organization wants to prioritize, and work wholeheartedly with them. Then gradually expand to other areas when you feel that everyone is on board and the processes work. No system in the world can solve all of a company's problems and challenges, but used correctly it can be an enormous help!

Also keep in mind that a new system requires internal resources. Reflect on when you want your return, and how much time can be set aside. Also look at the integration options with your existing solutions. Start from your everyday reality.

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