The One-Man Marketing Department’s Guide to Automation

Marketing automation has many features and capabilities that can simplify the lives of marketers. But if you’re an army of one, running your company’s marketing department with limited manpower and resources, the prospect of learning and maintaining a marketing automation system may not sound simple at all — in fact, it may sound impossible.

But consider this: Pardot’s own Laura Horton was a one-woman marketing powerhouse when Pardot was first starting out, and she wasn’t about to let a lack of headcount prevent her from reaping the benefits of our own product. Let’s take a look at a few of the ways that marketers with limited time and resources can use marketing automation to accomplish the work of a much larger marketing department — and, frankly, become marketing superheroes.

Start with a focus on lead qualification.

One of our primary uses for marketing automation in our fledgling days was prospect qualification. This is one of the most basic features of automation, and can drastically simplify things for both your marketing and sales departments. Setting up a blended scoring and grading model for leads that come into the system prevents unqualified leads from clogging up your CRM, gives your sales team a concrete way to quickly identify and focus on the hottest leads, and goes a long way towards putting your sales and marketing teams on the same page. Furthermore, your sales reps will be able to see a comprehensive list of all the activities that built up a prospect’s score, giving them the insight needed to have more meaningful conversations.

Keep nurturing campaigns simple.

Lead nurturing is one of the most powerful capabilities of automation, and it can be as simple or complex as you want it to be. So if you don’t have the time or resources to create a long, complex campaigns, start with something basic. Find a few resources that could be helpful for someone in the beginning stages of researching your product, write up a few short emails, and build out a simple nurturing track with minimal branching. By placing colder leads on this nurturing track, you ensure that leads are more educated by the time they speak with a sales rep — and that your hard-earned marketing-sourced leads don’t go to waste just because they aren’t yet sales-ready.

Automate time-consuming tasks.

It may require an investment of time initially, but once you’re able to automate some of your more menial marketing tasks, this capability can be a huge time-saver. Look for opportunities to automate your most tedious responsibilities: schedule out emails and social postings for the week in advance, or automate lead assignment once a prospect reaches a certain score. Putting these types of tasks on autopilot frees you up to focus on overall strategy and trying new approaches.

Interested in learning more about marketing automation? Download our free Buyer’s Guide to take a closer look at the features and capabilities of automation, and use the six free worksheets to guide you in your search for the vendor that will best fit your needs.


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