I just had my first bath. After I got over the shock of “what the heck is happening?” it wasn’t that bad. Of course, I didn’t know I was grubby in the first place.
Isn’t that the way things usually work? You think you have a handle on things, and then “boom,” you suddenly realize you don’t know what you’re doing. Marketing automation (MA) is a perfect example. Here’s a dirty little secret: Many companies purchase this technology, but never use it properly or make the most of their investment. Well, it’s time to come clean.
Robust marketing automation platforms like HubSpot, Pardot, or Marketo can make a marketer’s life easier by saving time, improving content delivery and personalization, qualifying leads for sales, providing campaign reporting, and more. However, the name may be a little misleading because marketing automation is not completely “automatic.” In fact, the majority of B2B companies using MA platforms feel they are under utilizing them or not using them correctly. Heck, that’s like having a great rawhide bone and not knowing how to chew!
Research shows that 76 percent of CMOs believe that lead generation could be improved with better implementation of their current marketing automation strategy. Even more alarming, per Gleanster, about two-thirds of companies that have MA software already integrated are not leveraging the platform’s capability to generate new leads or nurture existing ones. So, how can you dig into that juicy bone, so to speak? Hire an implementation partner! Here’s why:
- While basic setup is straightforward, syncing with your CRM can be very difficult. An implementation specialist has the experience and technical expertise, along with the strategies, to make your systems play well together. Personally, I excel at playing well with others!
- It also takes more time than you realize to create landing pages, emails and workflows, as well as plan a successful campaign. Most marketers underestimate the range of skills and time involved in getting a system up and running – and producing results. Using an implementation specialist can get your system and staff up to speed, so you can start reaping the rewards faster. Hey, we all need some training, and when you learn to sit, stay and shake, the treats are worth it!
- Finally, many MA users roll out a campaign but never follow up with the metrics. How do you know if your MA platform is right for you or if your campaigns need to be adjusted, if you aren’t tracking results? I can tell if I’m doing a good job by the number of pets and the amount of praise I receive, but that’s probably not an effective way to judge your marketing efforts.
Of course, who doesn’t like a little praise? If you’re in charge of delivering personalized content, generating and qualifying leads and making the most of your MA platform, hiring an implementation partner might result in a few pats on the head and maybe a nice rawhide bone.
If you’d like to make the most of your marketing automation platform, call Jeremy Sterling at 734-546-5434. He’s a Certified Pardot Implementation Specialist, and one of my best buddies!