{"id":699,"date":"2018-12-04T10:16:10","date_gmt":"2018-12-04T09:16:10","guid":{"rendered":"https:\/\/merlinleonard.com\/en\/?p=699"},"modified":"2023-04-17T00:01:09","modified_gmt":"2023-04-16T22:01:09","slug":"quel-outil-de-marketing-automation-2","status":"publish","type":"post","link":"https:\/\/merlinleonard.com\/en\/quel-outil-de-marketing-automation-2\/","title":{"rendered":"Marketing automation without strategy is only ruin&#8230; of the weapon!"},"content":{"rendered":"<p><strong>The royal way to crash your digital marketing: bet everything on the marketing automation tool, leaving aside the strategy. There is no point in investing in the Rolls Royce of <\/strong>marketing automation<strong> if you don&#8217;t have a clear strategy and no content to feed it! Sometimes a good old tool is enough to frame and reassure you, while your strategy is essential: it is unique, specific to your business and defines precisely the content of your future campaigns!<\/strong><\/p>\n<h2 id=\"fonctions_marketing_automation\">What does marketing automation consist of?<\/h2>\n<p><strong>Marketing automation<\/strong> consists of automating a set of actions to accelerate the acquisition of qualified sales leads and to increase the growth and deployment of a company&#8217;s activity.<\/p>\n<p>Generally, it is the tasks with the lowest added value that are concerned:<\/p>\n<ul>\n<li><strong>Triggering<\/strong> the sending of an email based on a particular contact behavior;<\/li>\n<li><strong>segment<\/strong> the database in real time;<\/li>\n<li><strong>maintaining<\/strong> contact with leads over time and nurturing them;<\/li>\n<\/ul>\n<p>This frees up time for higher value-added tasks (such as talking to customers) and increases efficiency! A scroll is worth a thousand words: find out how Leonard himself <a href=\"https:\/\/merlinleonard.com\/en\/conversion-marketing-automation\/\">converted to <strong>marketing automation<\/strong><\/a>.<\/p>\n<p><strong>Marketing automation<\/strong> is at the heart of <strong>inbound marketing<\/strong>. It allows you to rationalize, measure, fluidify and accelerate your <strong>marketing strategy<\/strong>&#8230; provided, of course, that you have defined one beforehand! If your marketing strategy is well defined and your content is relevant, <strong>marketing automation<\/strong> will take you to the top. If not, it will take you to the wall faster!<\/p>\n<div id=\"\" class=\"su-box su-box-style-glass\">\n<div class=\"su-box-title\">A wooden tooth or a foam leg?<\/div>\n<div class=\"su-box-content su-u-clearfix su-u-trim\">\n<p>You prefer :<\/p>\n<ul>\n<li>a CRM tool that is not very shiny but widely used by your sales teams<br \/>\n<strong>or<\/strong><br \/>\nthe Rolls Royce of the genre but sales people are completely allergic to it?<\/li>\n<li>a basic email routing tool that is not exactly state-of-the-art, but which has proven itself and allows you to share high-quality content<br \/>\n<strong>or<\/strong><br \/>\nthe latest high-end emailing platform, which even makes coffee and incredible email creations, but with ultra commercial push messages and very low perceived value?<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<h2>Why the tool is secondary<\/h2>\n<\/div>\n<\/div>\n<p>The <strong>marketing budget<\/strong> of a small business is often allocated to the tool and not to the support and content to be injected into <strong>marketing automation<\/strong> campaigns. It is however essential to know what to say in your campaigns and to whom, before buying a <strong>marketing automation tool<\/strong> that will gather dust if you don&#8217;t know what to do with it.<\/p>\n<h3>#1 You will always be behind on the tool&#8230;<\/h3>\n<p>One of the pitfalls of tools is to want to master them entirely, at the risk of getting lost. All the features of <strong>Golden Market&#8217;Auto 6.0<\/strong> may not be adapted to your business&#8230; and to your maturity.<\/p>\n<h3>#2\u00a0<em>\u201cA fool with a tool is still a fool\u201d<\/em><\/h3>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-7114 entered lazyloaded\" src=\"https:\/\/www.merlinleonard.com\/wp-content\/uploads\/2018\/12\/2001_SPACE-ODYSSEY.gif\" alt=\"outil de marketing automation\" width=\"480\" height=\"224\" data-lazy-src=\"https:\/\/www.merlinleonard.com\/wp-content\/uploads\/2018\/12\/2001_SPACE-ODYSSEY.gif\" data-ll-status=\"loaded\" \/><\/p>\n<p>A tool remains a tool. If the person who uses it has designed a <strong>winning strategy<\/strong> &#8211; via processes, methods, best practices &#8211; and is <strong>well organized<\/strong>, this will contribute to 90% of the project&#8217;s success. Consider that a CRM, an expensive tool for your <strong>marketing budget<\/strong>, is useless if no leads are generated. A tool is a cost center: it is the strategy that creates value.<\/p>\n<h3>#3 Marketing budget: it&#8217;s not just about the tool<\/h3>\n<p>Among the many possible factors of failure of a <strong>marketing automation<\/strong> strategy, there is the one that consists in budgeting only for the tool itself. This is a big mistake! Plan for support, consulting, <strong>data<\/strong>, content&#8230; without which your tool will only serve to weigh on the costs of your <strong>marketing budget<\/strong>.<\/p>\n<div id=\"\" class=\"su-box su-box-style-glass\">\n<div class=\"su-box-title\">Leonard&#8217;s touch of salt<\/div>\n<div class=\"su-box-content su-u-clearfix su-u-trim\">\n<p>To put you at ease, I&#8217;m an expert in Marketo, one of the Rolls of the <strong>marketing automation<\/strong> world, which I use daily. I threw myself into the tool when I first started out &#8211; that&#8217;s my Leonard side&#8230; and I learned the hard way that without content and strategy, my Marketo wasn&#8217;t much use to me.<\/p>\n<p>My position is of course that a top strategy, with <strong>relevant content<\/strong>, and a <a href=\"https:\/\/merlinleonard.com\/en\/marketo\/\">Marketo<\/a>, is a must, even for a SME!<\/p>\n<p>PS: if you have to choose, start your <strong>marketing automation<\/strong> with the strategy anyway.<\/p>\n<\/div>\n<\/div>\n<h2 id=\"conseils_marketing_automation\">A few tips to conclude<\/h2>\n<ul>\n<li><strong>Consulting and content do not make the strategy<\/strong>!\u00a0Do things in order. Assess your digital maturity, set goals and consider the different steps to achieve your objectives.<\/li>\n<li><strong>CRM and marketing automation<\/strong>: you&#8217;ve probably made a successful transition to CRM a few years ago; take inspiration from the successes (and failures) of this deployment. Take the opportunity to compare the respective costs, and validate the right lead generation and management model.<\/li>\n<li><strong>Give the last word to the marketing department rather than to the IT<\/strong> <strong>department<\/strong> for the choice of the tool, it&#8217;s one of the best ways to avoid a gas factory, certainly brilliant, but that nobody will use&#8230;&nbsp;<\/li>\n<\/ul>\n<p><strong>Do you want to talk to us about your marketing automation desire and your digital marketing strategy?<\/strong><\/p>\n<p>Image credits : <a href=\"https:\/\/www.vecteezy.com\/vector-art\/140150-flat-magic-vectors\" target=\"_blank\" rel=\"noopener noreferrer\">Vecteezy<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The royal way to crash your digital marketing: bet everything on the marketing automation&#8230;<\/p>\n","protected":false},"author":2,"featured_media":700,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"","_yoast_wpseo_linkdex":0,"_yoast_wpseo_content_score":30,"inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[42,49,44],"technology":[],"class_list":["post-699","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-posts","tag-marketing-automation","tag-marketing-ops-organization","tag-marketing-strategy"],"acf":{"rsrc_module":null,"meta_duration":10,"meta_difficulty":"dif-beginner","modules_bottom":[{"acf_fc_layout":"modules_bottom_cta","modules_bottom_cta__text":"Contact us !","modules_bottom_cta__url":"","modules_bottom_cta__url_ext":"https:\/\/merlinleonard.com\/contact\/"}],"post_or_page":"","agenda_shortcode":"","post_featured_image_style":"normal","ressources_video":"","post_subtitle":"Our advice","modules":null},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.1 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Marketing automation without strategy is only ruin... of the weapon! - Merlin\/Leonard<\/title>\n<meta name=\"description\" content=\"There is no point in investing in the Rolls Royce of marketing automation tools if you don&#039;t have a clear strategy and no content to feed it!\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/merlinleonard.com\/en\/quel-outil-de-marketing-automation-2\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Marketing automation without strategy is only ruin... of the weapon!\" \/>\n<meta property=\"og:description\" content=\"There is no point in investing in the Rolls Royce of marketing automation tools if you don&#039;t have a clear strategy and no content to feed it!\" \/>\n<meta property=\"og:url\" content=\"https:\/\/merlinleonard.com\/en\/quel-outil-de-marketing-automation-2\/\" \/>\n<meta property=\"og:site_name\" content=\"Merlin\/Leonard\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/MerlinxLeonard\/\" \/>\n<meta property=\"article:published_time\" content=\"2018-12-04T09:16:10+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-04-16T22:01:09+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/merlinleonard.com\/en\/wp-content\/uploads\/sites\/2\/2023\/04\/marketing-automation-outils-vs.-strategie-1.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1354\" \/>\n\t<meta property=\"og:image:height\" content=\"949\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Sylvain Davril\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@sdavril\" \/>\n<meta name=\"twitter:site\" content=\"@MerlinxLeonard\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Sylvain Davril\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/merlinleonard.com\\\/en\\\/quel-outil-de-marketing-automation-2\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/merlinleonard.com\\\/en\\\/quel-outil-de-marketing-automation-2\\\/\"},\"author\":{\"name\":\"Sylvain Davril\",\"@id\":\"https:\\\/\\\/merlinleonard.com\\\/en\\\/#\\\/schema\\\/person\\\/93183ed8a72e1d4f8f4ca3c5a17f2589\"},\"headline\":\"Marketing automation without strategy is only ruin&#8230; of the weapon!\",\"datePublished\":\"2018-12-04T09:16:10+00:00\",\"dateModified\":\"2023-04-16T22:01:09+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/merlinleonard.com\\\/en\\\/quel-outil-de-marketing-automation-2\\\/\"},\"wordCount\":828,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/merlinleonard.com\\\/en\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/merlinleonard.com\\\/en\\\/quel-outil-de-marketing-automation-2\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/merlinleonard.com\\\/en\\\/wp-content\\\/uploads\\\/sites\\\/2\\\/2023\\\/04\\\/marketing-automation-outils-vs.-strategie-1.png\",\"keywords\":[\"marketing automation\",\"marketing ops organization\",\"marketing strategy\"],\"articleSection\":[\"Posts\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/merlinleonard.com\\\/en\\\/quel-outil-de-marketing-automation-2\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/merlinleonard.com\\\/en\\\/quel-outil-de-marketing-automation-2\\\/\",\"url\":\"https:\\\/\\\/merlinleonard.com\\\/en\\\/quel-outil-de-marketing-automation-2\\\/\",\"name\":\"Marketing automation without strategy is only ruin... of the weapon! 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