How to Implement Marketing Automation
This article is the third and final part of a series that delves into the process of selecting and preparing for CRM and marketing automation implementation.
At long last, the journey toward full implementation is about to get underway. However, you are not yet prepared. Before anyone starts loading software onto servers (or, alternatively, into the cloud), there is a great deal that can be done and should be done!
In the first two chapters of this series, we discussed a variety of methods and procedures for locating and choosing CRM and marketing automation, the significance of data and the integrity of data, and even how to rethink calls to action (CTAs). Let’s move on to the next section right away.
The content that is used in marketing automation implementation is the most crucial component.
Although it would be convenient if we could just tell the CRM/MA integration team to flip the switch and turn it on, the reality is that there is a significant chasm that still needs to be mapped out and traversed. It’s possible that some will find it simple, while others will find it challenging. The term for this is “content.”
We are proceeding under the presumption that at some point during the process of implementation, you have created a map that details all of the lead types, the journey maps, the possible interactions, the rules and conditional logic that are being applied to those interactions, and the tracking. When all of that is finished (which it never really is, but bear with me), there is one significant thing that the CRM/MA provider or third-party integrator cannot do. And this will be done in order to catalog and possibly create new content that is compelling that the entire system will rely on.
When it comes to the larger process of implementing marketing automation, where exactly does mapping your content fit in?
Your content should be mapped out right away at the beginning of the process. It might seem strange to wait to bring it up until the third installment of this series, but I wanted to start by laying the groundwork first.
Because content will be required even after a platform or set of tools has been chosen, the process that we recommend can really start even before the CRM or MA evaluation is complete. This is due to the fact that content will be necessary in any case. Take a moment to think back to the first part of this series, in which we outlined the Four Pillars of Successful Nurture Programs. One of these crucial pillars is the website’s content.
In order to map out a content strategy, we employ another approach that consists of 4 steps. This process allows us to determine what we have, what we need, our priorities, and how we are going to generate the missing components.
The first step in the procedure is to conduct an audit of the content using an evaluation method that we refer to as the 5x5x5 content needs assessment. In a nutshell, the following describes the 5x5x5 strategy:
• Count how many different identities there are (assume 5 for the math here)
• Figure out how many levels are in your consideration funnel (again, assume 5 for the math here, which works in most cases)
• You need to figure out the five most important questions that need to be answered at each stage of the consideration funnel before the prospect can go to the next stage.
5 times 5 times 5 equals 125, which is about the number of content marketing subjects you’ll need to cover in order to cater to both the explicit and implicit requirements of your target audience. Don’t lose hope, though; most of that stuff definitely serves more than one purpose, and at least part of it presumably already exists.
Next, carry out a content audit in order to locate any discrepancies between the 5x5x5 and the material collection already in place. The answer is not always either “Yes, we have it covered” or “No, we do not have that content.” This is not always the case. The specific piece of content is frequently hidden, has to be updated, is presented in the incorrect modality, or needs to be pieced together from several different sources. All of these issues need to be resolved. Even if the essential content for a certain piece of content is present, that content typically still needs to be improved. This requires an investment of time and resources.
When the material is glaringly absent, there is actually a golden opportunity — a clean slate — for us to produce what we truly want and need to develop in order to be extremely relevant to the audience in that moment. In most cases, this necessitates the employment of a mix of in-house and contract workers who are proficient in the following areas: content creation, copy or script writing and story telling; graphic design, including motion graphics; videography and editing; audio recording and editing; brand management and oversight; possibly gamification, assessments, online calculators, product selectors, and other interactive content assets
• Perhaps even a judicial or legal review.
Because of this, the workflow needs to be organized according to what content will be created, in what order, and on what schedule. A content calendar is required for this.
It should come as no surprise that the quality of the material contributes significantly to the overall success of the project. However, in terms of both the workload and the timescale, it is arguably the one that is given the least priority. Certain businesses and organizations will already have a significant portion or the majority of this figured out; they will already have their content-creation machines operating at full speed and high quality. The beginning point for others will be quite close to zero. In situations like these, we frequently advise our clients to seek assistance from freelancers or contract workers in order to get the job done.
Is there anything else that needs to be done now that all of the content creation and production has been completed?
Without a doubt, there is. Once engaged, there is no initial CRM + MA launch that is faultless. There is no such thing as a flawless content library.
Your A/B testing and your interval testing should be stepped up. Continuous optimization based on performance measurements constitutes the next step, which will never end. Here is where we get to see the return on all of this investment in time and money, and you can be sure that employees within your organization will be searching for a positive return on investment (ROI).
That discussion will have to hold off till another series is released. There are many interesting ways to look at soft engagements, hard conversions, deciding which KPIs really matter, assisted conversion and attribution models, and the most important one: educating the executive team and managing their expectations. There are so many interesting ways to look at soft engagements, hard conversions, deciding which KPIs really matter, and assisted conversion and attribution models.
Is it even worthwhile to do anything like that if it appears to be so difficult?
That depends on a lot of factors. It is a good idea to provide an answer to this inquiry right away. In most cases, if we do some arithmetic that isn’t very complicated, we can figure out the answer as well as an estimated range of time. It all boils down to the total investment, projected volume, short-term revenue and client lifetime value, as well as the anticipated break-even point and return on investment. These characteristics are exclusive to each company or organization, making each of them unique. There is no logical alternative to not completing the math up front, or even reassessing where you are today in your current CRM+MA journey. Neither of these options are acceptable.
The entire process of marketing automation and customer relationship management (CRM) selection and implementation can be very intimidating. However, it is more accurately described as a linear process with a few parallel endeavors operating at the same time. The likelihood of a successful conclusion is significantly increased by having a solid plan, sufficient manpower, and the appropriate personnel.
