Content Marketing

Finding Marketing Automation Opportunities

checklistWe work hard to automate our clients’ processes. As you begin to think about your marketer efforts, where are you truly spending the most time? Companies often discount or significantly underestimate the time it actually takes to move between processes. We just posted about the time it takes to record leads and touch points in a CRM – and a product that simplifies the task.

Chances are that you are doing this all day long with your marketing efforts, but you don’t even realize it. Even something as simple as sending a Tweet to your followers may seem unassuming… but if you want to include a link and track that Tweet back to your Analytics program, it can require you to apply tags or campaign identifiers, shorten through a third-party URL shortener, test the shortened link… and then post the tweet.

This just turned a tweet into quite a bit of effort. If you’re repeating this action time after time, you’re going to eat up valuable time. Take some time and test this yourself. The next time that you’re writing content, transforming data, or analyzing results… mark down the times as you take the steps. You’ll find that doing the actual work takes much less than the transitions between.

Those transitions are gold and provide an opportunity to invest in marketing automation applications. Simply put, marketing automation allows you to do more with less resources. And many times, marketing automation can reduce the risk of human error! As the great Ron Popeil says, “Set it and forget it!”

As I like to say, “There’s probably an app for that!”

Douglas Karr

Douglas Karr is the founder of the Martech Zone and a recognized expert on digital transformation. Douglas has helped start several successful MarTech startups, has assisted in the due diligence of over $5 bil in Martech acquisitions and investments, and continues to launch his own platforms and services. He's a co-founder of Highbridge, a digital transformation consulting firm. Douglas is also a published author of a Dummie's guide and a business leadership book.

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