Are you using your marketing automation software to its fullest capacity? If there is one thing that businesses need to understand before diving head first into the world of marketing automation, it is this: integrating a marketing automation software that is not treated as a “set it and forget it” strategy. Simply turning on the machine is only a piece of the puzzle. Allow me to explain. Growing up, I knew that playing soccer was the only way to enjoy life. I followed the best players and teams from around the world in all forms of media I could find. What stood out to me the most was the equipment that world-famous players wore. Brands like Nike, Adidas, Kappa, and Puma were prominent back then — all the best players were wearing these brands. I was convinced (call me a marketer’s dream) that if I wore the same equipment, be it cleats, arm bands, or even warmup attire, I could improve my game beyond the competition’s. Boy was I wrong. I admit that concentrating a lot of my efforts on this strategy was flawed for many reasons. To become a great player, one on the level of those I followed, I could not simply don the apparel of top brands. I had ignored the tactics and strategies required to become a world-class player, such as daily practice, analyzing game film, personal sacrifice, and much more. I only had one piece of the puzzle: the best gear possible. The same is true with marketing automation software. Nowadays, integrating top-notch software is rapidly becoming a major focus of marketing departments across all industries and verticals. But there is one common mistake that organizations are making with marketing automation, and it is hurting their bottom line. The mistake is thinking that launching marketing automation software without much effort will move the needle. But simply creating a couple of followup, new subscriber, and abandoned cart automated flows is not enough. As with the above soccer apparel example, implementing marketing automation represents just one piece of the overall puzzle. Simply purchasing the software, importing current contacts, and creating a couple email assets does not mean you are using marketing automation. In order for marketing automation to perform at its highest capacity, certain strategies should be running and updating on a regular basis. Here are three must-implement marketing automation tactics to help increase overall conversions: 1: Commit to using marketing automation software to understand the customer journey. When integrated properly, marketing automation software should be used to help understand a consumer’s behavior with your brand, better known as the customer journey. Marketing automation software gathers real-time data that answers the following questions, and more:
- What pages have they visited?
- What lead forms did they fill out?
- Where are they at in the buyer journey?