Anyone who has watched an episode of MasterChef can see the show’s chef judges scolding contestants for a dirty and disorganized work table.
This principle of keeping your work environment clean and tidy doesn’t just apply to the culinary world. It applies to everything! Especially when we talk about marketing and automation strategies .
As such, valuing marketing automation planning to organize and document processes is a difficult habit to cultivate, but an extremely rewarding one.
When I joined Rock Content, the team had around 20 employees focused exclusively on a single product and market, the Brazilian one.
Today we are still a lean team , but we have 4 products and a global presence, with a strong presence in Brazil, Mexico and the United States (i.e. 3 languages). None of this would be possible without organization.
If you want to know what I’ve learned throughout this growth journey and take a look behind the scenes, now is the time! Join me to learn our 4 marketing automation planning tips!
How to plan marketing automation for growth
Customization of marketing automation is one of the most important features of this type of tool (and one of the most widely spread by companies that market this type of software). And that’s understandable: no one wants to invest in a tool that can’t perfectly adapt to their business or solve the problems they encounter .
Since everyone can customize whatever they list of liechtenstein consumer email want and there are hundreds or even thousands of use cases, we found little content on how to use the tool on a daily basis to maximize planning and organization of all the data and information that a marketing automation tool can contain.
Here at Rock Content, we help hundreds of clients with their marketing strategies . I lost count of how many times I logged into a client’s RD Station or Hubspot and couldn’t figure out what was going on there. I was dependent on someone at the company in question to translate what the purpose or audience of the emails, nurturing flows, landing pages, etc. were.
This goes in the complete opposite direction to the mission of these tools! Marketing automation is about saving time, talking to your audience by paying attention to their particularities, and collecting data that can make this work even more effective.
Because everything is customizable, those working with marketing automation tools end up using the current context and, in many cases, never develop rules or guidelines that organize all the available content.
So how to achieve this goal?
I will give you four tips:
1. Organize your contact sources
One of the main functions of the marketing team is to help the sales team to… Sell!
as we believe that size greatly influences the type of pain
or problem a company may have, and organizing our process around this ensures better success rates;
Area of specialization: for internal organization, since we have different offers depending on the sector.
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As I said at the beginning of the text, the what is email marketing? example I brought here may not be valid for your company (or maybe it is). Anyway, it is up to the marketing team to talk to sales and find out.
Once your business needs are met, repeat the process with just your marketing team in mind: Is there any other information that is essential to carry out your strategies? If so, add it to the list!
For example, other fields that are essential for the operation of Rock Content are: preferred language, contact location, product of interest, conversion date, contact origin, conversion channel, among others.
With the list created, you now know what by lists information (properties) is essential for your marketing operation and you can: