However, as with anything, timing is critical. If you implement marketing automation at the wrong time, it could fall flat on its face.
So, how do you know when your business is ready for marketing automation?
1) You spend a lot of time on repetitive tasks
Repetitive tasks distract your time and attention from other - often more important - things. While scheduling sales calls, sending out emails and assigning tasks to your sales team are essential parts of running your business, they don't need to be done manually.
If you're spending a lot of time on repetitive tasks and other areas of your business are suffering as a result, it might be time to consider marketing automation. Not only will it free up some of your time, but automating some of your work will also reduce the risk of human error.
2) You’ve set clear sales and marketing goals
Before investing in a marketing automation system, you must know what you want to achieve with it. Otherwise, it's a waste of money.
Do you want to increase your conversions, generate more leads, or better understand the buyer's journey?
You're probably ready for marketing automation if you already have goals. These goals will also help inform you which marketing automation platform is right for you.
3) You have a wealth of content and a good content creation process
If your content looks slightly shallow, you're probably not ready for marketing automation.
For it to be effective, you need a wealth of content, such as:
- website content
- blog posts
- eBooks
- whitepapers
- webinars
This content will form the basis of your marketing automation strategy, so you must have enough before investing in the software.
4) You have time and resources to dedicate to a marketing automation platform
While marketing automation can save you time, it doesn't happen overnight in the long run.
Do you have the resources to set up the system and transfer your data? Does your team have time to train on the software?
On top of this, you need to ensure you have the resources to create and maintain campaigns in the long term.
5) You have enough website visitors
If your website traffic is low, you may not be ready for marketing automation.
The software offers functionalities based on visitors' activities on your website, such as lead scoring and segmentation. It can also capture new leads and add them to your database.
6) You’ve noticed issues with your current marketing campaigns
The stab-in-the-dark approach of traditional marketing comes with several drawbacks.
Firstly, tracking the success of these types of campaigns can be challenging. In addition, the broader nature of traditional marketing may not provide you with the ROI you're hoping for.
Marketing automation systems come with built-in reporting and analytics. You can gain insight into how well your campaigns are doing, who they're reaching and who's interacting with them.
The software also allows you to use segmentation and targeting to ensure your marketing reaches the right people.
7) You want to work harder on customer retention
If your customers don't make repeat purchases or - worse - they go elsewhere after buying from you, it might be time you started using marketing automation.
Despite the name, marketing automation is for more than just marketing to prospective customers. It's also for marketing to existing customers. You can use the software to provide a stellar customer experience and keep customers in the loop by recommending complementary products and letting them know about new releases. Strengthening your customer relationships with marketing automation makes customers more likely to continue buying from you.
Marketing automation can benefit virtually all businesses. But if you implement the software before your business is ready, you may not reap its full benefits.
To learn more about marketing automation and how it can complement your sales and CRM strategies, contact us at Flowbird today.
Understand Your Pipeline and Track Sales Effectively
A free e-series to help you understand your pipeline and sales process.