B2B Marketers need to take additional measures that go beyond the usual technology rollouts for successful marketing automation implementations.
Aligning marketing automation tools with existing systems, and aligning the proposed solution with the enterprise business strategy are some of the steps that help marketers with successful marketing strategies. There are some additional steps marketers need to ensure to see if the implementation of marketing automation is effective.
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Firstly, the inclusion of the right stakeholders in project planning, as well as the design phase, is essential. Also, sales and marketing representatives who know the processes should be a part of this process. CRM experts, as well as people from the analytics department, will also be helpful in the implementation of marketing automation. C-suit executives, as well as people who understand how to best use the data that automated marketing processes gather is also essential for scaling marketing automation even further.
B2B marketers should not underestimate the relevance of the total cost of ownership, in any purchase or business decision. Implementation of a marketing automation platform is essential to reduce the cost of sales and marketing operations and, at the same time, boost sales. It is not easy for business leaders to anticipate the ROI if the total cost of ownership is not defined, and it will be off if they are not careful to anticipate external costs.
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Marketers need to run a pilot program before meeting with vendors while settling on marketing automation design and establishing requirements. The same can be done before building out the formal business case. Conducting brainstorm sessions for a prototype campaign that is running on the new platform is also helpful. The marketing automation tool would handle the moving parts of the campaign, which will be done manually. This will enable testers to document how automation will help and what the peripheral benefits would be — as well as what parts of that automation might prove tricky. This not only produces a more thorough set of requirements, but it also makes for a more robust business case.
