There is one resource required for a marketing automation demand generation strategy that is more valuable than anything else…..people!
Without the right people marketing automation is just a new technology platform with fancy features (most of which you’re probably not even using). But finding those with experience needed to bridge your marketing automation skills gap isn’t easy.
Fortunately marketing automation specialists, Stampwood, can work hand in hand with your company to help you bridge the gap.
While most marketing automation vendors offer onboarding for setup and implementation, this is only the first step in getting better results….
Real ROI requires realigning the way you plan and execute your marketing programs, developing the right content assets and optimising your website. That means going beyond tool support and finding specialists with the right skill sets and passions…
Finding people with marketing automation experience is a real challenge. It is one of the most in-demand skills in digital marketing – just take a quick peek online and you will see that there are thousands of job openings for Marketing Automation Managers!
There’s also a 24% talent gap between how much marketing executives say they value marketing automation skills and how much marketing automation talent their teams actually possess (Online Marketing Institute, 2013).
As a result of such a limited talent pool companies are often placing too much burden on one single person when they need to be building a team with complementary skills.
Both sides of the brain…
Marketing automation requires both the analytical and creative sides of the brain. Most people lean towards one more than the other, but few are strong in both areas:
You don’t need to be a coder or developer to use marketing automation software, but you do need to understand the basics to using a web-based tool.
You also need to understand the science behind marketing. This includes all of the numbers and data behind the campaigns and strategies.
Most of us understand what the numbers represent, but can you interpret the data and apply it to future campaigns? What can you actually learn from the data presented through your marketing automation efforts?
Without a basic understanding of data analysis, you can’t expect to effectively utilise marketing automation in your business.
Marketing automation is more than sending a few emails once a month; you need to be able to come up with the right strategy to fulfill your business’s goals.
Businesses have many marketing goals, which means you’ll need to have different campaigns to achieve those goals. When creating a nurture campaign. Who will be on the campaign? What kind of emails will they receive and how do you keep them from unsubscribing? What actions do they need to take to stay on/take off the track?
Based on your end-goals, each question will have a different answer, which means you’ll need multiple nurture tracks to complete each goal.
Let Stampwood bridge the gap…
Stampwood are marketing automation specialists that have a strong understanding of demand generation and recognise the importance of combining the art and science of marketing. We will work closely with you and use your data to personalise interactions that lead prospects more effectively through the buying cycle.
- Help the planning process so that your project is built on a strong foundation
- Design, build and maintain marketing campaigns that align with business goals and objectives.
- Have a strong understanding of marketing and sales, along with strong analytical, communication and problem solving skills.
- Have working knowledge of industry trends, email compliance and the various marketing automation and CRM programs.
- Help maintain data integrity.
- Provide training and valuable sources of information that help with skills development.
If your business is struggling due to a skills or staff shortage we can help bridge the gap and ensure that you continue to get the highest ROI from your marketing automation investment.
Fill out the form on our contact us page and we will be in touch.
Alternatively give us a call 01202 805655.