Why Start with a Marketing Automation Strategy?
B2B companies that take the time to define their marketing automation strategy before evaluating vendors tend to be more successful with their marketing automation system deployments. (The same practice holds true for B2B2B and B2B2C organizations, as well.)
CRM and marketing automation systems are often implemented in rapid succession. However, these two technologies are very different in terms of what it takes to prepare for a successful implementation.
If your organization is planning to take your digital marketing to the next level, it’s important to be selective about which digital initiatives are tackled first. This means establishing priorities. It’s also important to set KPIs and determine how progress will be measured. The right data leads to the most informed decision making.
From a financial perspective, it’s critical to start developing a marketing automation strategy before committing to a marketing automation vendor. Remember: marketing automation strategy is part of an overall digital marketing approach.