Marketing automation software is trending. Big time. Are you looking into the different options, and wondering how they would work in your marketing?
You might be wondering what the costs are. If you ask me, the biggest cost isn’t straight up about the price tag. It’s more about the work that goes into it – which translates to money anyway.
Many people are under the false impression that once you implement the software, you’re done. But the implementation is just the beginning.
I write this based on my experience of implementing a marketing automation platform in a fast growing software company. This blog post is based on my learnings from this.
From a technological standpoint, the implementation was a pleasant experience. Everything went smoothly. After the implementation you start to realize that you don’t have your work cut out for you. Not by a long shot.
And for a small to midsize business the decision to implement a full-on marketing automation software is huge.
It’s also a big thing for the Marketing Manager.
For marketing automation to work, you need lots and lots of content. You need highly relevant blogs, landing pages and downloadables to send the visitor to. You need personalized emails to nurture the client. Let’s not even mention creating detailed buyer personas and planning the different stages of the buyer’s journey.
So it takes time to get there.
The cost is another issue. Full-blown marketing automation software can be expensive.
So how do you turn marketing automation into an investment, as quickly as possible?
By implementing marketing automation gradually. The lean way.
You can start your lead nurturing efforts with a lean and light email marketing software, that still has many of the same core features of a full-on marketing automation system.
With content, you can start building your ecosystem from one buyer persona, one journey and one core service. Without the costs of expensive enterprise marketing automation software lurking in the background.
Once you start to see results and have your marketing automation working for you, it’s more natural and easy to shift into a bigger and more comprehensive platform.
This is how I would do it.
What do you think?
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