5 Steps to launch Marketing Automation

5 Steps to Launch Marketing Automation for your startup or business

Hi, thanks for checking this out, My Name is Dominik Suter, a Hi-Tech start-up Growth Hacker, Marketing + Sales leadersince 2002 US/ Israel@DominikSuter[+972] 058-4785492

5 Steps to Launch Marketing Automation for your startup or business

1. Select a Project manager for Implementation2. Sync with management + other departments3. Buy a MAP Subscription4. Start small5. Systemize + Scale

1.Select a Project manager for Implementation

Choosing an implementation project manager should be the 1st step of your pre-implementation planning.A Capable + Experienced


The best time to choose an implementation project manager is BEFORE you buy a marketing automation subscription


If you don’t have a capable and experienced marketing automation implementation project manager in-house, hire an outside professional It will result in a smoother, more effective implementation and help you Avoid time-wasting and expensive mistakes in your implementation

2. Sync with management +other departments

MAP requires buy-in from different departments:• Sales• Management• IT

Sales being at the top of the list

Marketing and Sales often have very distinct roles. With MAP some of the Nurturing workload is moving from Sales to Marketing. That's potentially a big win for the company as long as Sales and Marketing can effectively collaborate effectively.


Management’s support is key

Allocating the budget, on-board with matrix for measuring success and the timeframe required to show ROI


IT/ Webmaster

supporting the technical aspects of the implementation, minor placing the tracking code on the website, embedding MAP forms on landing pages, contact us page, blog subscription etc.


That’s the easy part...NOT!

3. Buy a MAP Subscription

Not all MAP programs are created equal

Slightly different feature sets and complexity


Know the features you need

Factors: How you plan to use marketing automation – Nurture – Scoring – Split testing – Automated Programs


Dedicated, Free and Unlimited Support is key!

Marketing automation programs can be very complex, and access to free, unlimited, hands on support by a dedicated support person is vitally important. Be sure your time zone is supported. Bottom line, a technology without quality support is useless.


Marketing automation have many features and capabilities. Don’t expect to use them all right away

Trying to implement every feature of your MAP out of the gate is more likely to result in a setback than a big win. You will be further ahead if you start small.

4. Start small

Typical Start small/ Quick-win checklist[shortened]:Launch

4. Start small: Typical Start small/ Quick-win checklist [shortened]:

Choose a single, specific audience and build your first campaign around it.Your choice of audience drive your choice of content + message


Database Set-up • Import database: contact lists• Segment database


Email campaign Set-up:• Create email templates for the email campaign• Use a combination of Introduction and nurture emails


Forms set-up• Set-up forms for

landing page lead capture


Landing page Set-up• Create a template for landing

pages

Optional


Analyze: What you learn from your first campaign will improve subsequent campaigns

4. Start small

Experiment:Think of your first campaign as an experiment—a way to test-drive your new Marketing automation software.Be open to try new things, select another specific audience, try another type of messaging or offer.


Scale Up What?Scale what’s Working Best!

Automation works best when it scales up a marketing process that’s already working.

5. Systemize + Scale

Analyze what is working best? where are your biggest wins?

Is it a specific segment of your database/ house-list? a specific message, content, media? A specific region, language, time zone?



Systemize and Scale, how? Boost what works best



Lastly, if you’re planning to manage marketing automation in-house, Plan for some training time

Lastly: Training

Thank you for watching

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@DominikSuter

5 Steps to launch Marketing Automation

Marketing

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