The Right Time to Implement Marketing Automation

You’ve read the stats, you’ve heard the success stories. You’re familiar with the benefits of lead nurturing, and the ways that automation can transform the sales cycle and revolutionize ROI. But as far as actually taking the next step and investing in marketing automation for your business… well, it just doesn’t feel like the right time.

But unfortunately, with the marketing world changing at a rapid rate, waiting for “the right time” to implement could put your business at a serious disadvantage. Leading research analysts at SiriusDecisions predict that the adoption of marketing automation will increase by 50 percent by the year 2015 — meaning that, in all likelihood, one or more of your competitors will be leveraging this powerful tool within the next year. So let’s take a look at a few of the most common reasons that businesses delay implementing marketing automation, and why these scenarios are actually the perfect time to implement.

84% of top performers are “using” or “planning to use” marketing automation from 2012 to 2015. (Gleanster, September 2012) tweetbutton

If you just invested in a CRM…

So you’re just getting the hang of a new CRM, and you think you need a solid grasp on this system before implementing another — think again. Some marketing automation platforms actually integrate natively with leading CRM solutions, and allow users to seamlessly pass information from one platform to the other. If you can understand how the two complement one another and learn to use these two systems together, you can begin forming good habits right from the start and simplify the learning process.

If you’re in the process of redesigning your website…

Redesigning your website can seem like a huge and overwhelming task, but it’s actually a great time to implement a marketing automation system. For one thing, you can build landing pages and forms that match the look of your brand right in your marketing automation platform, and feed captured lead data directly into prospect profiles. For another, you can manage all your marketing materials in one solution, and track all activity when your new website goes live. For more ways you can leverage marketing automation as you redesign your website, download our free white paper, Effective Website Redesign.

If your content library is looking a little sparse…

Many smaller businesses struggle to find the time to build out a library of valuable content, and see this as necessary first step before implementing a system like marketing automation. But remember, marketing automation is all about measuring success and making improvements, so don’t use a lack of content as an excuse for delaying implementation. Start with some basic content, use the tracking and reporting features of marketing automation to figure out what works and what doesn’t, and work towards creating more effective content — instead of wasting valuable time building out a library of content that may or may not be what your prospects are looking for. And be sure to check out a few of our resources on efficiently creating and recycling content.

Ready to take the next step and start looking for the perfect marketing automation solution for your company? Check out our new Marketing Automation Buyer’s Guide for help with setting goals, comparing vendors, and preparing for implementation and future success.