How satisfied are you with your current approaches to digital marketing? Have you experienced stellar results in recent times, or do you feel as if further improvements can be made? If you fall into the latter category, you are certainly not alone. Countless enterprises are looking to improve how they reach their target audiences and for good reason.

This is when the power of marketing automation begins to take centre stage. Research has shown that the market for this approach is expected to reach a staggering $25.1 billion by the year 2023. It, therefore, makes perfect sense to remain one step ahead of the digital curve. What actions can you take in the present to ensure a profitable future? Let’s look at some professional observations.

Create a Clear and Concise Game Plan from the Beginning

It can be argued that the most challenging aspect of marketing automation involves the simple fact that many organisations fail to create an up-front strategy. What goals are you hoping to achieve? What processes can be replaced by adopting an independent automation package? Are you looking for an all-in-one solution or might you wish to implement these changes over time to better understand how your company will adapt?

The main takeaway point here is that some software packages have been specifically designed for discrete purposes. If you can clearly define what it is that you are trying to achieve, it will be much easier to select the right solution.

Knowing What to Look for in Marketing Automation Software

Let’s now assume that you have succinctly defined what it is that you hope to achieve. The next logical step, therefore, involves choosing the right automated marketing platform. As illustrated he, there are a handful of features that should always be present:

• The software developer has a solid reputation and is associated with positive client feedback.
• The provider offers trustworthy and transparent services.
• The programs have been vetted with thorough levels of beta testing.

Keep in mind that some packages are more efficient and intuitive than others. Furthermore, it is important to commit to a product that offers an intuitive edge. Adoption might otherwise become a slow and frustrating process.

Embrace the Notion of Scalability

Automated solutions that might be viable today might need to be updated tomorrow. In other words, make it a point to select an automated marketing platform that can be adjusted by the needs of your organisation. How long will it take to enact any updates and are these able to work in synergy with your existing software? Scalable platforms can provide your business with a long-term ROI (return on investment), as you will not be required to migrate to an entirely different service in the future. Let’s also remember that this is a great way to ensure higher levels of customer satisfaction alongside actionable results.

Addressing Implementation Concerns

How easily can this software be integrated into your existing in-house systems? We are only referring to technical issues such as IT. It is just as important to know what type of learning curve is involved and whether staff members will require additional training.

In the same respect, will this software be able to work in conjunction with legacy-based systems such as sales and marketing pipelines? It makes little sense to make such an upgrade if compatibility issues are present. Always make it a point to identify any drawbacks. On a final note, be sure to choose a platform associated with superior levels of customer support. Any migration issues can therefore be tackled at an early stage without reducing the overall efficiency of your company.

Rolling Out the Software in Question

Now that you have correctly chosen the appropriate marketing automation platform, the next step involves its physical implementation within real-time settings. One of the most critical concerns involves identifying which stakeholders are involved and addressing any questions that they may have. This will likewise enable them to actively participate in the overall process while learning about any changes that may need to be enacted.

However, this is only the beginning. We need to remember that this type of automation software can often blur the lines between sales and marketing. Here are some additional issues to address to ensure a smooth transition:

• What parameters define a qualified lead?
• Being able to identify any possible integration issues.
• Migrating any existing contacts into the new system.
• Highlighting the marketing channels where the automation software will be present.
• Branding the software in question with your company image.

As this article points out, it is also wise to guarantee that employees become familiar with any ancillary features that may be present. These will often include activity tracking, email campaigns, pipeline management, landing pages, data entry forms, and the ability to identify quality leads from within existing templates. A smooth transition will guarantee that your business does not skip a beat.

Outsourcing Your Automation Solutions

We can now see that implementing an automated marketing platform will normally involve a series of discrete steps. Unfortunately, this might present a problem if you do not possess a robust IT staff or if you simply do not have the existing in-house expertise. This is why there may be times when it is more logical to outsource these concerns to third-party professionals.

Although this will be associated with additional up-front costs, the fact of the matter is that such a strategy is likely to pay off from a long-term perspective. Not only will third-´party professionals ensure that no mistakes are made along the way, but they are often available if you have any additional questions once the system has been installed.

Starting in the Right Direction

Countless companies are beginning to leverage the benefits associated with automated marketing platforms, and for good reason. These systems can provide you with superior levels of insight and clarity at the appropriate times while simultaneously ensuring that your efforts are always focused on the right direction.

Whether you own a relatively large organisation or you are looking to reshape your digital presence, there is no doubt that these modern marvels will provide impressive results. Therefore becoming familiar with the overall implementation process is key if you hope to make the most out of such effective solutions.

Author bio:Paul Towler is the Technical Operations Director at SmartOffice, a software automation provider who has helped many SMEs install and use these solutions. As a result, these businesses have saved time and money and increased productivity, especially from using marketing automation software.