Do you recognize this?
Your organization has spent tens (hundreds?) of thousands on a marketing automation platform like Adobe Marketo, Oracle Eloqua or Salesforce Pardot.
You were promised revenue growth. A new way of doing marketing. And a year or two down the road, what have you gotten?
You’re still using “batch and blast” tactics. You’re just doing it from a fancier piece of software than before.
How is this possible?
An expensive way to send email?
First of all: you’re not alone.
Companies across the world are using their marketing automation platform like a glorified emailer.
A more expensive version of MailChimp (which is great at what it does: it’s just not what you were going for).
What are you, a senior marketer, a Director or VP of Marketing at your organization, to do? How are you going to cash into the promise of marketing automation?
How is this expensive piece of software actually going to move the needle?
Or are you doomed to just sit there with buyer’s remorse?
How can you live the marketing automation dream?
The good news is: marketing automation is still awesome. The bad news is: marketing automation is (surprise!) not automatic. It takes a lot of work to get right.
But when you get it right, that is when the good stuff happens.
So, how do you get there?
There’s 3 crucial things you need in order start getting real results from marketing:
- You need to understand what it’s for. Marketing automation software is just a tool. A way for you to achieve your business goals. Without a strategy, it’s never going to be effective. Therefore, you need a strategy.
- You need to do your due diligence. Yes, you do need customer personas. Yes, you do need to construct customer journeys. You can’t just “do stuff” (and marketers are great at filling their days with “doing stuff”) and expect to get results. You need a plan.
- You need mastery. At least one person in your organization needs to be the local Eloqua/Marketo/Pardot nerd. Everyone needs a basic understanding and regular updates by said nerd to stay up-to-date. You need training.
In my work as a marketing consultant, this is what I’ve seen companies need: a strategy, a plan and training.
Invariably, also, how to use the marketing automation platform is never as much as an issue as why to use the tool.
So, if all of that resonates (or maybe parts of it) there’s 3 ways in which I can help you:
Help is on the way!
Do you suspect you could be doing more with your marketing automation platform? Are you not sure what? Let me help you with my battle-tested marketing automation checklist.
Through my professional roadmapping approach, we’ll determine your actual goals behind marketing automation. Then, we’ll implement the solution and get you achieving real growth.