When a company wants to market to multiple channels online efficiently, they turn to marketing automation which involves the software and technologies that allow them to do that.
Marketing automation refers to the software that automates repetitive marketing tasks typical of website actions, social media posting, and email marketing.
However, as promising as these tools sound, many organizations find themselves struggling to get everyone on board. As with most things that are change related, there is always a degree of hesitation. To ease the minds of stakeholders, ensure they are part of the process from the very start.
Explain the Benefits
Regulated industries such as manufacturing find that producing marketing material can be challenging. With marketing automation, you can enjoy streamlined processes, a decrease in regulatory risk, and faster compliance approval. Your team will quickly recognize that automated workflows result in increased efficiency with less risk of human error. When they realize this, achieving buy-in shouldn’t be problematic.
Marketing automation means improved lead scoring and a stronger understanding of the buyer persona. Implementation means improving the alignment between the sales and marketing team and closing the gaps that lead to miscommunication and duplication of work. You optimize the customer journey, dramatically improving customer experience. And with real-time analytics and reporting, you’re in a better position to make informed decisions faster.
What Will It Take to Implement?
Before you decide on a marketing automation solution, think about whether you have the skills and resources, to execute and manage, so that your organization gains the full benefits. If you don't have the right people with the right skills and experience, you need to find them to ensure implementation is successful.
Support from everyone involved is crucial in marketing automation implementation - from sales operations, sales management, the CRM administrator, IT team, and the web or digital team. Give them the opportunity to approve and commit their participation. Allow them to voice out any concerns.
Early in the process, identify the technical skills and operational requirements needed to implement your new systems and methods effectively. If you recognize any gaps at the start, fill them in while you still have time. Doing this allows your team to see that you're not rushing into things.
Invest in Training
Much of the hesitation coming from your team is due to their lack of confidence in the new system. By providing them with thorough training, they become empowered by their unique skill set. Training also allows them to recognize why marketing automation is the natural next step in the evolution of your business and why it is necessary for your organization to remain competitive.
Ultimately, through training and education, your team will realize that adopting marketing automation doesn’t put their jobs at risk of being replaced; instead, it’s meant to help them become more efficient and get work done quicker. By automating marketing tasks, they don’t need to spend their time keeping up with paperwork and manual entry.