 After having helped many of my clients implement marketing automation tools like Pardot and Hubspot I have come to the conclusion that the implementation is the easy part – the real challenge is creating the Content Strategy needed for success. I think Marketing Automation is a real misnomer as it indicates a set it and forget it mentality and nothing is further from the truth. Most companies invest thousands of dollars and countless employee hours setting their tools up. There are connections to be established with your Salesforce CRM, fields to map, smart/dynamic lists, templates for emails, landing pages and forms to create, scoring, and the list goes on. Once the tool is set up – there is an audible buzz around the marketing team, “Now what do we do with it?” It is like you have a shiny new sports car without gasoline. There are two things you need to do to ensure your company gets the most from its investment in Marketing Automation:
Content Audit My new mantra is “No more random acts of content”. It is easy to get caught up in a flurry of activity to create infographics, videos, case studies, white papers, resource guides, presentations for slideshare, … the list goes on and on. A content audit is an important first step. Ideally, you want to ensure you have marketing content to support the entire purchase process of your target customers. You may find it is a good time to interview current customers to get better insight into the purchase process. Figure out what content you have, what step in the purchase process it supports, and where you have gaps. I like to rate the quality of the content and recommend a refresh date as a part of the audit. Content Marketing Strategy I am frankly tired of the whole “Content is King” mantra. The “Customer is King” and they need the content available so they can access it whenever, wherever, and however they want it. Not all customers are the same so the onus is on you to repackage and serve the content in multiple different ways. One of the most common ways to go about planning is to leverage a Content Pillar approach. I build a plan by week for 3-6 months that covers my major content assets and how I can repurpose each of them across multiple different channels including blogs, resource guides, white papers, videos, infographics, emails, enewsletters, and social. Each content piece should link your customer to more engaging content where they can learn at his or her own pace. If your marketing automation tool has a calendar (Hubspot has a great one), you can actually set up the calendar right in Hubspot. In closing, don’t let the mechanics of setting up your new marketing automation tool distract you from building the content to fuel your success. My favorite part about building these plans is to see how excited my clients get when they see how much they can accomplish with a little advance planning.
2 Comments
Marketing Automation is a huge contradiction in terms. The term "Automation" has served vendors like Eloqua and Marketo well over the years because it implies a "set-it-and-forget-it" service. Experienced marketers know better. Marketing Automation solutions are very sophisticated tools. They can be very expensive - with features (bells and whistles) which most users only dream of using.
Thus the problem, the "Marketing Automation" term over-promises and gives executives a false sense of confidence in their ability to benefit from the investment and implementation. As if the tool was a "Rhoomba" vacuum...and by setting it up, every prospect and lead will be swept up and closed with scientific precision. In my estimation, a tool like Eloqua is more like a very sophisticated sewing machine. I apologize for the comparison (because I always hated sewing - I ended up screaming for my mother every 3.5 minutes). But - a sewing machine does not, after being set-up, create snazzy designer garments with ease. Don't underestimate the patience, practice, and hours required to create a garment suitable to be worn in public. I don't want to come off as being negative...because the Marketing Automation solutions have great potential. May I suggest that it may be time for a change in vernacular? Step one - lets begin the process of crowd-sourcing a more descriptive term. |
AuthorPhyllis Stewart- Archives
April 2015
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