Despite a name that would seem to promise simplicity, marketing-automation technology can be a tricky proposition. Getting implementation right the first time is crucial, given the time and effort it can take to align systems and stakeholders.
Last week at the Business Marketing Association's annual conference in Chicago, three marketers who have gone through the process -- Lenovo demand generation strategy manager Mike Ballard; Solar Winds director of marketing and demand generation operations Heather Burton; and Molex Incorporated director of global marketing operations services Don Gushurst -- shared what worked for them -- and what didn't. Here are 10 best practices for getting marketing automation up and running smoothly.
1. Hire an expert Marketing automation isn't plug and play. To use it effectively, you need a power user. "Find somebody that you can bring onboard who's an expert in it," said Ms. Burton. "I didn't pull the trigger fast enough and because of that I'm a little bit delayed in my implementation." You can, of course, outsource some tasks to partners or the vendor. But Mr. Gushurst said that means optimizing the system more slowly, which holds back more ambitious uses.
11 Tips for Making Marketing Automation Work for You
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