You have identified marketing automation as THE 2018 priority. You are convinced of the strategic importance of deploying a marketing automation project for your company and your management agrees. Perfect, now it remains only to launch this project!
Of course, it's not that simple. First, you need to identify the right tool for your business challenges, your team's skills, and your company structure. It will also document the entire project, from your goals to the data model through your personas.
Depending on your availability, skills or even your budget, you will have different support needs in the deployment of your marketing automation strategy. Discover the three main deployment modes we have identified and the profiles they best match.
# 1 - You opt for complete outsourcing to deploy your marketing automation project
The first case, you choose to outsource the entire project. The implementation of the tool, as well as the strategy related to its implementation, will be carried out by the provider you have chosen.
The advantage of using this deployment mode lies in the speed of execution. You call on professionals whose core business is the deployment of tools. Your solution will be deployed quickly and optimally thanks to the expertise that your provider will have acquired by carrying out similar projects.
This option allows smaller organizations that do not have the in-house skills or availability to manage the deployment of a marketing automation tool.
This support is however not a sustainable solution for the company. Your teams do not build skills on the marketing of tomorrow, and you do not have a great responsiveness on your campaigns. In addition, the budget is significant.
Choose this deployment mode to start your project and fill your gaps (skills, availability, etc.), then plan to recruit someone to manage or participate in the management of this project as soon as you can.
# 2 - Internalization of the entire project
It is also possible that you opt for the other extreme of the accompaniment spectrum: internalize the entire project. You venture out alone in this jungle of marketing automation with as sole companion the basics of e-learning publishers. The main advantage of this mode of deployment will be the saving of the costs related to the service providers, which will then have to be rationalized with the time dedicated to the execution of the project internally.
To run a project by following this deployment mode, it is essential that you comply with the following two conditions:
- The person who will lead the project internally must be resourceful and able to "learn on the job". You have to be comfortable with this type of learning because the tools are constantly evolving as well as the problems.
- This person must also have already conducted this type of project or have already worked at an integrator/software publisher. Without thorough technical knowledge, you will not be able to complete this project.
If your project manager meets both of these requirements, you may want to consider internalizing the deployment of your marketing automation project. When designing your strategy and choosing your tool, be sure to integrate it with your entire technology ecosystem, including your CRM. To be able to tell a consistent story to each of your prospects according to their different stages of maturity, integration with CRM is essential!
For this mode of deployment, the risk of poor integration and management of the tool remains very high. Most marketing automation issues are noticeable more than a year or two after the tool launches as data begins to accumulate and marketing campaigns go around in circles.
# 3 - Accompaniment to integration and strategy, then one-off actions
The last mode of deployment takes the best of the first two by offering support on strategy and integration of the solution while leaving your internal teams to manage marketing campaigns. You thus benefit from a specific technical expertise not necessarily available internally, and a translation of your business issues into your marketing automation strategy. This collaboration also allows your teams to build skills on these topics.
This management requires a significant investment of time, your teams must be available to ensure the production of content defined for your different marketing campaigns (landing pages, emails, forms, CTAs, articles, etc.). The basics and prerequisites of digital marketing also need to be strong enough to easily roll out your marketing automation project.
The experience of the provider allows you to prioritize your efforts according to what is really essential for your business. So you avoid the discrepancies mentioned in the second point of this article, with a project going adrift. These differences represent a significant budget, with two to three people fumbling internally for two to three years in addition to the cost of technology.
We advise you to opt for this mode of deployment on the strategy and the implementation of your tool, then specific actions if necessary during the production of your marketing campaigns. Your teams can build skills and you will have more responsiveness on the performance of your campaigns.
What you must remember
We've identified three ways to deploy a marketing automation solution:
- outsourcing of the entire project;
- internalization of the project;
- support on strategy and integration, then one-off support.
However whatever the mode of deployment you choose, to carry out this project your teams and your entire company will have to be invested in its success. It is necessary to educate your employees on what's new with the integration of a marketing automation solution. Especially with salespeople who need to be aware of interactions with the CRM.
Also published on Medium.