A 65-Point Checklist to Evaluate Your Marketing Automation Needs, Benefits & Fails
By John Kennedy
A successful marketing automation programme triggers sales and marketing activities based on customer interactions set off by opening your emails, reading your blogs posts, visiting your website, and engaging with you across social media.
Marketing automation enables your business to:
- Receive more and better quality leads for nurturing
- Improve on overall marketing productivity
- Work on improving conversion rates
74% of marketers say converting leads is their top priority. (HubSpot, 2016).
At Kennedy Andersson we have developed a robust approach to managing marketing automation projects. Starting with Strategy, developing Lead generation programmes, Optimising for best fit and a strong ROI:
Marketing automation remains a hot topic as more and more B2B companies are using this technology to help generate and nurture leads toward a sale. But is it right for your company, or may be you are thinking about investing in a platform but may be don’t know the right questions to ask? We hope with our questions and thoughts below it puts you in a better position to make the best possible decision.
So let’s get started with listing the topics in our checklist:
- Is Now The Right Time For Marketing Automation?
- Is Marketing Automation Right For Your Business?
- So How Do I Know If I Need Marketing Automation?
- What Are The Key Benefits Of Marketing Automation?
- Why Does Marketing Automation Fail?
- Typical Platform Evaluation Criteria
Is Now The Right Time For Marketing Automation?
1). Evaluate what you already do that could be automated as a repetitive task.
2). Forecast the potential gains in time and money from improved lead generation, shortened length of sales cycle, increased intelligence gathering, more cost efficiency, etc.
3). Does your company have the stamina and the culture to undertake a difficult project like this?
4). Are you generating a sufficient volume of new and qualified leads to justify a programme?
5). Does your sales team feel overwhelmed with the number of leads you’re handing over to them?
6). Is there an alignment between sales and marketing on how to treat leads through your sales funnel?
7). Do you have content that can be distributed to leads at different stages of the sales funnel?
8). Do you have a buyer persona that you can reference your leads digital behaviour against?
9). Do you have a lead nurturing strategy that works and you can scale larger?
Is Marketing Automation Right For Your Business?
10). Have you outgrown your current marketing system? Are there any gaps in your current structure or lost opportunities?
11). How do you interact with customers – Is it by phone, direct mail, face-to-face meetings or through digital channels?
12). Are you looking to grow your use of new channels shifting your focus to more inbound marketing (social media, blogging, SEO) rather than the traditional outbound marketing?
The top four features of a Marketing Automation used are email marketing (89%), lead nurturing (84%), integrations such as CRM, mobile, social etc for accumulating customer intelligence across channels (80%), and cross-channel campaign management (82%). – Regalix “The State of Marketing Automation” (2014)
13). Do you have a Go to the full article.