Jep highlights some important considerations when looking at integrating a marketing automation solution:
Unclear Prospect Profile(s) – know exactly who are involved in the sale
No Interesting Content – don’t rely on product-centric communications, nor on discounts (“this week 10% off!”) for b2b campaigns
Not Enough Leads – Marketing Automation system does not generate inquiries (or “raw leads”), it develops inquiries into sales opportunities
Sales & Marketing Don’t Get Along – if Sales doesn’t believe in the benefits of Marketing Automation, that can kill the project
Lack of Expertise – getting the most out of a Marketing Automation system is hard, and if you don’t have people on your staff who’ve done it before, you may want to hire some expertise to avoid failure or unmet expectations
Bad Business Model – if growth has stalled because you’re selling the wrong products to the wrong people, Marketing Automation will not help
Selling Simple Products – Marketing Automation is ideal for long sales cycles involving many different people
Commenters offered additional suggestions, which all companies should consider. Marketing Automation is no ‘silver bullet’ and so if you’re automating either #8 – ‘a broken process’, or #9 – ‘an undocumented process’, don’t think that implementing a marketing automation solution will solve the bigger problem.
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About Dayna Cosgrove
Danya is a creative professional specializing in web design and development, with experience in marketing, advertising, and graphic design.