Setting up a marketing automation implementation project is a big step for your business, and it’s always good to have some key points in mind to ensure your success!

Thanks to the expertise of our various marketing consultants, we have been able to gather some valuable advice so that you have all the cards in hand to fully understand each step of your project.

Follow our 6 tips for successful implementation:

  1. Establish a rigorous project governance
  2. Empower all your teams (IT and Marketing)
  3. Train several specialists of the tool
  4. Optimize change management
  5. Emphasize best practices in terms of Customer Journey
  6. Early identification of performance reporting needs

Let’s explore together some of those points to consider!

1. Establish a rigorous project governance

The involvement of management teams is always an important point in any implementation. Marketing automation projects have a strong impact on the business as they affect several departments. It’s essential that you have a clear vision and the approval of the management to avoid silo work and maximize collaboration between teams. Indeed, each member must be available and have in mind the dependencies of each part of the project, so that they are delivered in due form!

2. Empower all your teams (IT and Marketing)

A Marketing automation implementation requires a wide range of skills: data architecture, data analysis, marketing strategy, creativity …

For our team, it is essential to involve all stakeholders very early in the project, especially at the data model level. To be successful, the model must be:

  • Solid, easy to use and requiring IT help only when it is in place or when adding new sources.
  • Well understood and assimilated by the marketing teams so that they are autonomous in their requests for any campaign segmentation. The primary goal of implementation is to limit the preparation time of campaigns!
  • Of quality because the relevance of the data will play an important role in campaign performance. The data must be correct, up to date and of course usable.
3. Train several specialists of the tool

In addition to mastering the data architecture, your marketing teams will need to know all the details, its features and their use cases. Thorough and continuous training will be important to ensure that the team is comfortable with the tool. Marketing automation solutions are generally complete solutions that require a variety of skills: email marketing, social, advertising …
We can be tempted to train experts from each field. However, make sure to properly document the processes and to share the knowledge, so each member of the team is capable of working on it in case of absence or replacement.

4. Optimize change management

Implementing your new solution will have a major impact on how your marketing team will work. From the beginning, it will be important to define a precise organization chart of the team including the tasks and responsibilities of each one. In the tool, you will also need to be very rigorous on how to create objects (email, content, campaign, automation rule, and more). Setting up a detailed nomenclature helps to avoid confusion.

5. Emphasize best practices in terms of Customer Journey

Mapping of customer journey is not an easy exercise! Our strategist recommends 2 simple tips for building your campaigns in Marketing Cloud:

  • Define SMART, precise and quantified objectives before designing campaigns in visualization tools.
  • Simplify the process. One of the most common mistakes when starting this kind of project is to make things more complex. Choose a single, clear campaign goal, such as: generating a specific number of leads, getting a certain amount of revenue, and encouraging a specific number of leads to enter a new stage of the journey.

*Starting with a welcome campaign for your new subscribers is a good start for instance… Discover the best practices here!

6. Early identification of performance reporting needs

These tools represent a significant investment in time and money for companies, and therefore require justification in terms of return on investment from management:

– It is crucial to identify upstream the reports and processes in place to capture data throughout the campaigns.

– Have templates of reports prepared in advance to cope with any potential demand from the managers in place.

Here we are with the few points to consider for any marketing automation implementation. Hoping that all this information has been useful to prepare your future projects!

6 steps marketing automation implementation

All in all, the best advice we can give you is to take all the time needed.

As this represents a significant investment for your business, do not rush and prepare yourself the best you can internally. This will allow you to carry out your project in the best possible conditions.

You are looking for marketing automation solutions? Check our Salesforce Solutions here:

If you want to improve the use of your Salesforce instance, do not hesitate to contact us here!