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The automation of digital marketing processes is here to stay. Thanks to mass disruptions accelerated by the pandemic, privacy regulations, brick gardens and technology complexity, only those brands and publishers who dive headlong into the flexible future of automated marketing processes will succeed.
In fact, 77% of marketers achieve an increase in conversions after implementing automation. Standardized automation marketing processes are no longer optional; they are mandatory for business success.
Here are a few tips to help B2B corporate marketers develop a smart strategy for their automated marketing processes as brands across the globe prepare for the flexible future of marketing in a post-pandemic era.
Why automated marketing processes are a must for B2B Enterprise Community
As the number of channels grows and audiences become difficult to reach, the ability to balance human and machine processes and scaling via automation has become a competitive necessity.
Most day-to-day business processes can be automated: Order-to-cash (O2C), ROI, email marketing, social media postings, creative processes and more.
B2B brands can no longer afford to sacrifice revenue due to internal knowledge gaps or team time constraints. Automated marketing processes are essential to close these internal knowledge gaps, save teams time, reduce margins of error, and keep up with competitors.
But marketing automation is not just about having the right technologies; it’s also about having the right strategy built around what automation means for your brand. To create a winning automation strategy, companies need to know in advance what works for them.
Before an organization can implement any kind of workable automation strategy, it must establish a well-defined and achievable set of goals and objectives for the company as a whole. Organizations need to start with strategy planning and goals that have the goal in mind.
The next step is to determine which basket of technologies will help achieve this goal. The ultimate goal could be, among other things, a retraining of employees, scaling of marketing tasks or ROI.
Once goals and objectives have been set, companies must also take into account factors such as current skills, a fit-gap analysis of skills that will affect retraining and retraining, and career paths for employees.
Companies should also note future savings over a 1-, 2- and 3-year horizon. They need to remember the technology licensing budget, the impact of customer-facing pricing and its impact on the overall return on investment, and the overall impact on an organization’s ongoing operating model based on marketing process automation initiatives.
It is also crucial to ensure that people across the organization are adapted to the automation journey in order to maintain efficiency and keep the human element intact.
How to Keep Marketing Automation Human
Some elements of the campaign’s workflow are well suited for automation, but some need human creativity and ingenuity to succeed.
As the costs of automation technologies such as robotic process automation (RPA), artificial intelligence (AI), machine learning (ML) and intelligent business process management (iBPM) have become mainstream and accessible, many have learned how to use these technologies to improve efficiency, accelerate business growth and scale revenue faster than ever before.
But as a company shifts from a purely human-driven organization to one that uses both human and machine methods, automation will also affect the company’s shift in its operating processes and business operating model, which also inevitably affects the customer experience.
It is crucial to establish a clear structure of three internal teams to streamline your organization’s launch for a successful automation journey. Internal communication of the automated marketing strategy is the key to the flexible future of marketing automation. If internal communication of the automated marketing strategy is not prioritized, then an automation approach will create uncertainty in teams.
Open communication is crucial for internal and external success with automation of marketing processes. Explain why automation strategies benefit employees, how to use these automated marketing processes and tools, the career growth path that automation offers, and what happens when automation can eventually take over their position.
Marketing automation is achievable when companies set clear goals and objectives and examine potential factors that come with implementation, including budget for new technology, consistent messages, and employee training.
Any marketing organization that chooses to embark on the automation journey is likely to face initial resistance and pushback from within the company. But do not let the uncertainty of the workforce slow down the implementation of automation of marketing processes – it is here, it has an impact, and there is no time to lose.
More resources on automated marketing processes
Using Automation for Spectacular B2B Campaigns | MarketingProfs webinar
Three tips to automate your content and campaigns, but not alienate customers and brand fans
Automation in moderation: Amanda Holmes on Marketing Smarts [Podcast]