Marketing automation is still a relatively new technology for many organizations.  It is because of this relative newness that a great deal of confusion exists about exactly what a marketing automation system can do for an organization, and how to properly implement it as part of existing marketing strategies.  If your organization is thinking about marketing automation, how do you prepare for it's implementation?  Are you ready?  What does marketing automation readiness look like?  We have found a great article at Act-On, written by Janet Johnson, that lists 10 steps you should take to prepare for marketing automation success.

If you are planning to invest in marketing automation, how can you help to ensure that you will be happy with the software you choose? According to a study by VentureBeat, 70% of marketers who purchase a marketing automation system are either unhappy or only marginally happy with their purchase.  Knowing the right questions to ask before buying a system is important to prevent you from being a part of that 70%.  Laurie Aquilante at Hubspot has written an article with 5 of the best questions you should be asking to make sure the system you purchase will align with your goals and make the most sense for your organization.

In this digital age, consumers have information at their fingertips and the ability to research products and services on their own.  In addition, they are being bombarded by marketing messages continuously.  It can be tough for marketers to build a sound strategy that will not only rise above the noise, but will also effectively message the right people at the right time, in the right way.  Marketing Automation can help segment your audience so you are able to personalize your content to them.  By having the tools to target your audience, and by using those tools effectively, you can ensure that your marketing automation efforts are successful.  However, trying to get your marketing automation strategy right can be tricky.  Jamie Lewis at Marketo has written a good article listing 4 pitfalls you should avoid when building your strategy.

Making the move to marketing automation may sound like a daunting task – not only do you have to prepare yourself and your team to commit to this framework and approach, but you probably also have to build a business case to explain how a Marketing Automation Platform is different from your current Email Marketing Platform to your executive team – a team that doesn’t quite live and breathe digital marketing practices as you do. So how do you 1) determine and assess your readiness to make that transition to marketing automation and 2) approach building the case for it?

The infographic below, created by our partner Salesforce, answers common questions about the returns companies are getting from their marketing automation investment.  Take a look at some marketing automation statistics from industry analysts and a quick overview of features and benefits of automation tools.

Marketing automation software is being utilized today by a growing number of organizations.  This is because they have come to realize that implementing marketing automation allows them to more effectively market on multiple online channels including email, website, and social media.  So if your organization is considering the move to automation we have a great article, written by Lynn F. Anderson at Act-On, that you should read.  The article suggests 6 steps to take first, to help ensure the smoothest implementation and the quickest success with your marketing automation transition.