How to automate your marketing

11th July 2017

Marketing automation is one of those loose concepts the business world has been mentioning for a few years now. With each new innovation and financial year, it’s become a nice-to-have business essential.

What is marketing automation?

According to Marketo, leaders in the space:

Marketing automation helps marketers streamline their lead generation, segmentation, lead nurturing and lead scoring, customer lifecycle marketing, cross-sell and up-sell, customer retention, and marketing ROI measurement.

As highlighted by Marketo rival Salesforce, automation can well and truly encompass everything to do with sales, inventory management, finance and more.

What isn’t automation

Marketo reminds us that marketing automation isn’t simply email marketing, digital spam or just another sales tool. Marketing automation allows for greater efficiency and intelligence in business by harnessing all your data resources and information. It is an all-consuming element of modern business that cannot be overlooked.

How do I automate my marketing then?

As with any major business decision, you need to make a number of considerations from the outset, such as:

  • Budget
  • Current needs
  • Future plans
  • Available technology
  • Staff skillsets

This then leads into choosing a software option, which could be any of the aforementioned Marketo or Salesforce through to Adobe Campaign or Oracle’s Eloqua. Each option has its strengths and its weaknesses that you yourself will need to consider. A key factor to keep in mind is whether your preferred option fits with your existing software/technology or if it is best to change/upgrade to match.

Should I automate?

As with all other digital transitions, this one may be inevitable. But for now, it really is up to you and what you wish to do with your business. Depending on the scale of your business, your budget, and your customer base, this might not be at all necessary at this point in time.

The question you should always ask yourself is – how will this grow the business? If you can list few tangible examples in response, then maybe you should give this a go.

We’re here to help

As with all areas of learning and change within business, TAFE Queensland is here to help. Whether you are a small business looking to better understand your marketing needs and how automation can help, or you are a large organisation seeking to prepare your team for the shift, you can rely on us.

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