- Marketing Automation
5 tips for getting started with marketing automation
Eva van den Born
Inbound Marketer
That also means that 25% of companies are not yet using marketing automation. Perhaps you're one of them or maybe you're already using marketing automation,but are disappointed by the initial results or the complexity of the software. With so many features and strategies to choose from, it can be difficult to know where to start.
That's why we've outlined 5 tips to make getting started with marketing automation much clearer and more manageable.
Define goals
| Goal | Features in your software |
Generate more leads from prospects |
The landing page builder, the dynamic form builder |
Identify more valuable leads |
Lead scoring opportunities |
Improve campaign performance |
Reporting and analysis |
Improve sales processes |
CRM and sales automation |
Work with fewer programs
Good marketing automation software includes tools for virtually all online resources, such as social media, CRM, email marketing, analytics, and more. While separate software is available for each of these functions, continuing to use them individually can waste valuable time and reduce the overall effectiveness of your marketing automation. Don’t complicate things unnecessarily—ensure you set up one central platform to streamline your processes and maximize efficiency.
Generally speaking, there are two options to do this:
- Integrate the tools into the marketing automation software
- Switch to the internal functions of the marketing automation software
Almost all marketing automation programs offer the possibility of integration, which is of course very convenient. At the same time, you can save even more time by using the internal functions of your marketing automation software. You lose some flexibility, but gain time.
Train your employees
The more employees know how to use the marketing automation software, the greater its value. If they don’t know how to use the software or certain features, the chances are slim that they will take the initiative to learn on their own.
Therefore, it's best to start with a series of training sessions where you demonstrate how the new software can enhance your employees' roles within the company. It’s important to highlight the benefits it offers—not only in terms of revenue but also in streamlining and simplifying the work of your colleagues.
After a few weeks of use, check in with your team to see how they’re finding the software. Discuss any issues or challenges they’ve encountered, offer guidance, and help them fully embrace the benefits the software provides.
Start with the quick wins
Don't feel like you need an advanced marketing automation strategy from day one. It will take time to learn all the features and gain experience with the various tools. Start small, and gradually build your strategy as you become more comfortable and confident with the software.
It’s smarter to focus on automating the basics first. Often, you can see quick and easy wins by doing so. Here are some beginner actions you can implement this week:
- Create a welcome campaign for new subscribers to your email newsletter
- Create an A/B test for one or more landing pages
- Track visitor behavior on a landing page
- Set up automatic communication between sales and marketing
- Set up automated messages for your social accounts
These actions will help you generate immediate ROI from your marketing automation, get to know the software and start working on more complex strategies in the back of your mind.
Think about the long term
Marketing automation is never fully automated. To boost ROI, you want to study the analytics, keep turning knobs, and try new campaigns and strategies. The software helps you do this by automating repetitive, boring tasks for you.
With the 5 tips above, you can now get started with marketing automation. Do you have any questions? We are happy to help you on your way.
This blog is written based on content from our partner SharpSpring.
