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Four pillars for Marketing automation

Picture of Stijn Toonen By  Stijn Toonen  ·  1 minute read
Getting Started with Marketing Automation: The Basics You Need

Marketing automation (MA) has become a popular way to reduce costs and enhance the effectiveness of marketing efforts. However, like many emerging technologies, MA works best when the fundamentals are in place.

I’ve often seen managers with unrealistic expectations for MA. They assume it will solve all their problems but end up disappointed because they rushed in without proper preparation.

While I'm not saying you shouldn't pursue marketing automation without these basics, you’ll maximize your benefits if you do.

Here are four key pillars that form the foundation for successful marketing automation:

  1. Technology: Do You Have the Right Systems?
    For effective marketing automation, you need more than just an email marketing tool. Start with a solid CRM to filter and select the right audience for each interaction. This system also helps you track feedback from your automation efforts, allowing for continuous improvement. Ensure your CRM integrates well with your automation tools, CMS, and web analytics for maximum benefit.

  2. Data: Is Your Information Accurate and Up-to-Date?
    Having a CRM isn’t enough; it must be populated with current, relevant information to identify the right targets for each marketing action. Ideally, your CRM should have dynamic lists that group people by shared interests. Without these insights, your marketing automation efforts will be more like shooting in the dark.

  3. Content: Do You Have Enough Material?
    Marketing automation thrives on A/B testing and iterations, so you need plenty of content to test. Consider various subject lines, openings, and banners. Before you start, ask yourself if you have enough content or can mobilize the resources to create more.

  4. Processes: What Do You Want to Automate?
    Clearly define what you want to automate. Understand your processes and ensure they are standardised. If a workflow is filled with exceptions and customisations, automation might not be the right move just yet. Start somewhere else and ask yourself whether automation will make that journey better for the customer?

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