Little Leonard’s Encyclopedia #1: Marketing Automation

The key ingredients for successful automation

There is no magic formula for marketing automation apprentices! Rather, a recipe for success based on the combination of very specific ingredients :

• a qualified and relevant customer base: constantly updated, it must allow you to target and segment your prospects according to their behavior (online visits, requests for information, form completion);
• an ad hoc tool: Marketo, Plezi, Pardot, HubSpot… There are many solutions! However, make sure you choose a software that is well sized and adapted to your needs.
• A dose of content marketing: a relevant content strategy is a prerequisite for the success of your marketing automation project;
• a team trained in the use of the tool and the design of campaign scenarios.
• a zest of time and perseverance: yes, no pain, no gain!

If marketing automation looks like a panacea, be careful: it is a device to be deployed methodically (and to be chosen carefully) and which requires you to review your entire marketing strategy. Many people come to us after having failed, due to a lack of maturity on the subject or following a bad choice (oversized solution, too expensive mechanics, etc.).

To take full advantage of marketing automation, we advise you to be accompanied by the right people. In the meantime, why not read our white paper on digital marketing maturity?

Image credits : Freepik