Any marketing organization that decides to embark on their automation journey may face pushback and initial resistance from within the company. But they should not let workforce fears hold them back from implementing marketing process automation— it’s here, it’s working, and there’s no time to waste.
Digital marketing process automation is here to stay. Only the publishers and brands that adopt the flexible future of automated marketing processes will enjoy success, thanks to widespread upheaval accelerated by the pandemic, walled gardens, privacy regulations and technology complexity.
Standardized automation marketing processes are now mandatory for business success, they are no longer optional.
Also Read: CMOs Should Ease the B2B Marketing for B2B Marketers
As organizations around the world prepare for the flexible future of marketing in a post-pandemic landscape, here are a few recommendations to help B2B enterprise marketers establish a smart strategy for their automated marketing processes.
Automated Marketing Processes Are Crucial
While scaling via automation, the ability to balance human and machine processes has become a critical factor as the number of channels grows and audiences become more difficult to reach.
Internal knowledge gaps and team time constraints are no longer acceptable reasons for B2B brands to sacrifice revenue. To address internal knowledge gaps, minimize error margins, save teams time, and keep up with competition, automated marketing procedures are critical.
However, marketing automation isn’t just about having the right technologies; it’s also about having the right strategy in place to support what automation entails for the company. To develop a successful automation plan, businesses must first determine what works for them.
Before implementing any kind of useful automation strategy, a company must first establish a well-defined and attainable set of objectives and goals for the entire company. Organizations must start with a strategy and goals that are focused on the end result.
The next step is to figure out which technologies will aid in achieving that goal. Employee reskilling, marketing task scaling, or ROI, among other things, could be the final goal. Companies should consider current skills, a fit-gap analysis of capabilities that will effect up skilling and reskilling and creating a career path for employees once goals and objectives have been established.
Also Read: ‘Sustainability is a journey’: Brands on the mission to go green
Companies should also keep track of future savings over one, two, and three years. They should consider the budget for technology licensing, the impact of client-facing pricing on total ROI, and the overall impact of marketing process automation projects on an organization’s on-going operating model.
To maintain efficiency and keep the human factor intact, it’s also vital to ensure that individuals across the business are on board with the automation journey.
Keeping Marketing Automation Human
Some aspects of campaign workflow can be automated, while others require human ingenuity and creativity to succeed.
Many have learned how to leverage automation technologies such as intelligent business process management (iBPM), artificial intelligence (AI), robotic process automation (RPA), and machine learning (ML) to accelerate business growth, improve efficiency, and scale revenue faster than ever before as the cost of automation technologies has become mainstream and accessible.
However, as a company moves from a primarily human-driven organization to one that employs human and machine approaches, automation will have an impact on the company’s operational processes and business operating model, which will in turn have an impact on the customer experience.
To accelerate an organization’s launch into a successful automation journey, it’s critical to develop a clear structure of internal teams. Internal communication of the automated marketing plan is critical for the flexible future of marketing automation. If internal communication about the automated marketing strategy isn’t prioritized, an automation strategy will create uncertainty among teams.
Internal and external success of marketing process automation requires open communication. Leaders should explain why automation processes benefit employees, how automation can help people advance in their careers, how to use automated marketing processes and technologies, and what happens if automation finally takes over their position.
Companies can achieve marketing automation if they define clear goals and objectives and evaluate potential implementation variables such as budget for new technology, employee training and consistent messaging.
For more such updates follow us on Google News TalkCMO News.
