Why aren’t more companies using marketing automation?
A recent survey from Liana Technologies found that 60 percent of respondents said they didn’t know how to use marketing automation. They listed a lack of know-how as the main reason they weren’t adopting marketing automation campaigns.
Half of those surveyed also listed a lack of strategy or personnel as yet another reason they weren’t moving forward with marketing automation.
As you can see from the research, these companies need marketing automation consulting.
Marketing automation is often viewed as a nice-to-have option, something that could be helpful but really isn’t all that necessary for companies looking to grow. Marketing automation isn’t an extra; it’s a component that’s an essential part of your marketing.
This isn’t always as clear until you breakdown the benefits that come with marketing automation.
Here are ten ways a marketing automation consultant can help you grow your business.
These benefits aren’t random one-offs; they’re outcomes your business needs to grow. The problem with growth is scaling. As you grow, it gets harder to manage all of this manually.
Your marketing automation consultant should be a specialist with deep expertise in automation. They should also have experience across a broad range of marketing disciplines and channels, including:
If you’re ready to get started with a marketing automation consultant, there are a few things you’ll need to prepare ahead of time. Upfront preparation makes it easier to get started; your consultant doesn’t have to waste a lot of time (and your money) getting you up to speed.
Both of you will be able to jump in right away.
You’ll want to make sure that you have a list of:
Sharing this information upfront makes automation smooth and efficient.
If you’ve already answered these questions for your consultant, they’re able to focus their attention on helping you automate your marketing campaigns, projects, and tasks.
In general, consultants aren’t big on measuring ROI, but they should be. It’s reasonable to expect the same from your marketing automation consultant. If you’ve done the upfront work I’ve mentioned already, you should have everything you need to measure the ROI ahead of time.
Remember the list of goals, KPIs, and objectives you wrote down earlier?
Your consultant should be able to help you refine your goals and objectives. If you haven’t already, you want to add some specificity to these goals. You’ll want to add specific numbers, facts. or figures to these goals. Use these figures as a general guide — you want to discuss these with your consultant making sure they’re realistic and achievable.
Here are a few examples you can use:
Measuring your ROI is pretty straightforward if you have a clear idea of your campaign goals and objectives. The easier it is for you to list a starting point, the easier it will be for your consultant to help you reach your goals and objectives.
Choosing the right marketing automation consultant is simple if you’ve prepared ahead of time. From there, you can screen consultants the same way you would for any other consultant or professional. First, you outline your process, listing your goals and objectives, your current technology stack, decision-makers, influencers, etc. Second, you filter your providers through your process, ensuring each candidate meets the criteria you’ve set.
Here’s a shortlist of the criteria you can use to evaluate your consultants.
This checklist is pretty simple.
A great marketing automation consultant should be able to handle everything we’ve covered so far comfortably. They should be able to break things down for you, showing you how to improve your plan, refine your goals and objectives, and add to your technology stack.
They should be asking questions.
If they’re good at what they do, they’ll have some questions and requirements of their own.
While many organizations are switching to marketing automation, most don’t have a clear plan they can follow. Companies list a lack of know-how, strategy, or personnel as the reasons why they weren’t completely on board with marketing automation.
That’s changing fast, though.
More companies are investing in marketing automation. They’re taking the time to implement a strategy for their business. Marketing automation isn’t an extra; it’s a component that’s an essential part of your marketing, especially as your company grows.
With the right consultant and a clear strategy, you’ll have the people, process, and technology you need to grow your business quickly.