13 marketing automation tips on the do's and don'ts.

1. 13 MARKETING AUTOMATION TIPS:
THE DO’S AND DON’TS
CleverTouch Marketing Ltd May 2016

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DO
1. Recognise marketing automation is a
process not a purchase…
…most marketers over invest in the software acquisition and under
invest in the ongoing adoption and deployment.

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DO
2. Have a Request For Information (RFI)
process, if only to agree your vision
and objectives internally…
…stakeholder engagement and alignment across the business before
deployment is essential, and money saving too.

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DO
3. Remember this is about better
marketing not better technology…
…don’t forget marketing automation is a tactic, Marketing is the
strategy.

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DO
4. Have at least 3 people driving
marketing automation inside your
organisation…
…where projects fail is when the marketing automation deployment
is in the hands of just one person. Find an executive sponsor, a
project manager and a digital ‘doer’.

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DO
5. Allocate a budget for services and
support
• x2-3 the cost of the software
…consider the training you need to drive better understanding and
adoption outside the platform in addition to training inside the
platform.

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DO
6. Establish quick wins, but also
establish longer term goals…
…the most successful project management plans are those that
establish and deliver quick wins early while having a longer term
vision and milestones in plan too.

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DO
7. Establish the ‘marketing spine’
early…
• Content Management System (CMS),
marketing automation and CRM all
integrated
…many organisations are adopting too many disparate technologies
before integrating the core 3 first. Some refer to this as the
‘marketing stack’ – don’t let it become a pile.

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DON’T
8. Measure the wrong stuff…
• Click thrus & opens rates
• Replaced by contribution to business
…you still need click-thrus and open rates but marketing automation
is really about moving the dial from marketing as a cost-centre to
marketing as a profit-centre.

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DON’T
9. Ignore IT - just pick the right
partner…
…IT can be slow and overly thorough, Marketing can be an impulsive
buyer of technology. The best projects work where IT and project
management embrace the cloud and are supportive of marketing.

11. © Copyright of CleverTouch Marketing Ltd.
DON’T
10.Assume it is an extension of CRM,
with the same skills…
…many organisations underestimate the power of marketing
automation. It isn’t just another tab in your CRM. It needs very
different skills to deliver it properly.

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DON’T
11.Think just because of the name its
domain is limited to the Marketing
department only…
…the most successful global deployments drive change throughout
the business by taking the power of marketing automation to other
departments.

13. © Copyright of CleverTouch Marketing Ltd.
DON’T
12.Abdicate responsibility, it is your
responsibility…
…Marketers are no longer being measured just by the campaigns
they run, but increasingly by the technology they put in place.

14. © Copyright of CleverTouch Marketing Ltd.
DON’T
13.Forget the bigger picture, drive
change and new thinking
…organisations are being reinvented by customers. The days of
marketing being responsible for just the brand, thought leadership
and demand generation are over. Your role is to be a radar to the
market and to deliver new thinking.

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