When you're looking to create a marketing automation implementation plan, there are a few things you need to keep in mind. Even before choosing a platform, you can outline your implementation plan in order to ensure that you choose a marketing automation platform that suits your needs and meets the requirements set out in your plan.
A marketing automation implementation plan is a great way to see what you want to get out of a marketing automation platform, what are your required features compared to your "nice-to-haves," and it lets you break down the process into digestible chunks. If you're ready to start creating your marketing automation implementation plan, make sure to include these three things.
Keep your CRM and marketing automation platform in sync
There are several options to choose from when it comes to keeping your contact data in your CRM and marketing automation platform up to date. If you already have a CRM, part of your marketing automation implementation plan can be to integrate your CRM with the platform and keep data synced through the integration; you can do manual uploads from your chosen CRM regularly, or you can choose a platform that has both marketing automation and a CRM.
Instead of having a separate platform for your CRM and your marketing automation and needing to worry about maintaining both, imagine having both in the same place. Selecting a platform with both a built-in CRM and marketing automation capabilities allows you to keep all your data centralized in one location. An all-in-one solution relieves you of the headache of having to manage two accounts and keep both of them updated.
In the end, as long as your data is kept up to date wherever it is stored that is what is going to make all the difference for the people on the front lines who need the most recent data. So, while there are options for keeping data synced, having the CRM built into the marketing automation platform is the best way to guarantee your data is always up to date.
Consider leveraging multiple channels
When you think of online marketing, or marketing automation for that matter, you likely immediately think of email. And, yes, email is a major communication channel you can leverage in marketing automation but it's not all your limited to.
There are many other channels that come with the right marketing automation platform, and you should consider adding them to your marketing automation implementation plan. Do you have an older audience that relies on phone calls? Add voice broadcasting to your plan. Want to leverage the popularity of text messaging? Add SMS marketing to your plan. The automation technology available is so vast that you shouldn't limit yourself to one or two channels. Instead, look for a platform that allows you to use multiple channels depending on user preferences and actions. These channels should work together and speak to each other to ensure communications are sent out through the proper channel at the right time. Multi-channel automation is a powerful tool that would allow your organization to offer your contact truly personalized messages.
Start small and scale
When creating your marketing automation implementation plan, it's important to know there will be a learning curve and you will need time to know the platform before being able to leverage all of its capabilities (unless your chosen provider offers a managed service option). Think of a few basic campaigns you could try:
- Creating a newsletter for your contacts
- Automatically wishing your contacts "happy birthday"
- Having a responsive landing page for contact inquiries
- Setting up reminder emails if contacts don't open them after so long
Once you're comfortable with the technology and have seen what it is capable of, you can take the next steps towards creating more complex campaigns that are suited exactly to the needs of your organization. So, when creating your marketing automation implementation plan, be sure to plan for the learning curve and select a platform that will allow you to scale as you become more comfortable with the technology.
Create your own marketing automation implementation plan
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