When you’re working for a startup, it can feel like you’re juggling a million different yet necessary tasks – especially in marketing. Before you know it, things start to get overwhelming and things begin to slip through the cracks. In order to lighten your juggling load, marketers should consider marketing automation.
Marketing automation shouldn’t be confused with automatic emails and drip campaigns. While they are components of marketing automation, they aren’t the end all be all. Marketing automation allows marketers to automate certain tasks to efficiently and effectively communicate across multiple channels and segment and analyze potential leads.
It also levels the playing field for young and small startups. Large companies have whole teams dedicated to marketing, whereas your startup may have a one man team for marketing. While adopting an automated marketing software into their strategy, marketers should keep a few tips in mind to leverage the tool.
1. Integrate Your Sales Team
Collaboration is key across all platforms in the workplace and it’s definitely important when it comes to marketing automation tactics. As you’re establishing your marketing automation strategies, be sure to keep the sales team in the loop and show them how to use to use the marketing automation software to truly experience all of the benefits of marketing automation. While you may be hesitant to bring the sales team on board, they will be able to help you determine what constitutes a qualified and valuable lead before you exert all of your efforts on potentially dead-end leads.
2. Put that data to work
You most likely onboarded your marketing automation software to better understand your leads and create better-targeted campaigns. While your software can help you nurture your potential leads in the beginning, you’re going to want to get a little more specific down the road. Once you’ve got your standard queries set up, delve a little bit deeper and discover more about the users you’ve acquired in your database to further segment them. They say that content is king, but in automated marketing, data might just take the role.
3. Don’t lose your small business personality
Remember your clients and customers are choosing to work with your startup for a reason. So, while marketing automation will streamline your process and help you cover all of your bases, don’t become so automatic that you lose your personal touch.
Even though it may seem daunting and sometimes expensive to onboard a marketing automation software, the benefits will be thoroughly reaped if you execute your strategies properly. And remember to set realistic goals. Despite its efficiency, automated marketing takes time and energy, but will ultimately be worth it for your startup.