Too often these days, I hear B-to-B marketers mouth claims like, “We got this new [fill in the brand] automation tool, so now we can reduce headcount.” Or, “Once this automation system is installed, it will take our marketing to the next level.” This worries me. Marketers sometimes see automation as a silver bullet. But it’s only a tool. Marketing automation doesn’t identify your best target audiences. It can’t develop value propositions. No way will it make the tough decisions among competing investment options. I’m reminded of Mike Moran’s great book title, Do It Wrong, Quickly. In other words, marketing automation doesn’t work without strategy.
Remember ten years ago, when CRM came along? Déjà vu all over again, to echo Yogi Berra. Marketers thought that the new CRM software would solve their customer service and customer retention problems. Expectations dashed. Not only was it a nightmare to get up and running, the software served only to automate the processes—good or bad—that companies already had in place.
Even the marketing automation software vendors themselves recognize the importance of strategy, for their own success, as well as that of their clients. Think about it: If their clients can’t get the value from the software, their revenues are going to be impacted.
So education campaigns are underway. Marketo, for example, sponsored a compelling study by Sirius Decisions that explains the importance of a strong process in driving results when using marketing automation software. Their data shows that companies using automation combined with a reasonable lead management process—inquiry generation, qualification, nurturing and hand off to sales—produced four times the sales volume of companies with automation but with weaker processes.
Eloqua, too, makes a strong case for strategy in its guide, “6 Pitfalls to Avoid in Your Marketing Automation Journey,” which contains the important reminder to avoid putting “too much focus on technology, and not enough focus on buyers.”
So, what should we be doing with automation, to ensure its success? Three things come to mind.
- Be realistic about what it can and can’t do. Automation is not a silver bullet that you can set and forget. So make sure real humans are thinking through the essential tasks of identifying your key audiences, understanding their needs, scoping out their buying processes and developing contact strategies to move them along, in your direction.
- Clean up your database. By now it’s clear that the database is the single most important success factor in B-to-B marketing communications. So don’t be automating messages that can’t or won’t be delivered to the right targets.
- Train up your team. Too many marketing groups are leaving the campaign automation system to a set of junior staffers who interface with the tools, deploy campaigns and report results. I am not saying the marketing VPs should be executing campaigns, but to get the right mix of strategy and tools, we need better integration. Senior marketers should be deeply aware of the capabilities of the software. And junior staffers need training in strategic marketing thinking.
Are there other success factors in B-to-B marketing automation you can share?
A version of this article appeared in Biznology, the digital marketing blog.