More and more leading edge marketers are adding marketing automation tools like Marketo, Eloqua, Manticore, or SilverPop to their marketing toolboxes. And for good reason. Amongst marketing automation's greatest strengths are its abilities to more easily integrate campaigns, analyze response, and improve the results of marketing activities.
More enticing is marketing automation's ultimate reward -- enabling marketing to play a critical role in revenue attainment.
But to realize this reward, you need something more than the marketing automation tool. You need a strategy built on a proven methodology.
Start implementing your campaigns and gathering metrics. It won't be long before you realize this truth for yourself. Marketing automation can help you execute your marketing activities faster. Bad tactics more quickly in. Poor results more quickly out.
If you had bad marketing habits before, marketing automation tool use tends to further expose those bad habits.
Let's be clear. I am not demoting marketing automation tools. To the contrary, marketing automation tools are the essential foundation to on-going, successful marketing contribution to revenues.
What I am saying and what marketing automation vendors are advocating is that this success cannot be achieved without an underlying strategic methodology.
And what are they recommending? Universally, marketing automation vendors are talking about buying process based methodology.
So, what is a buying process methodology? A buying process methodology is
A marketing approach that acknowledges and aligns with a buyer's needs throughout the buying process
What makes a buying process methodology successful?
Buyers buy when their needs are met. A buying process approach focuses on anticipating each need of a prospect as he/she works through the buying process.
Recently in this blog, I have concluded an introduction to the different stages of the deliberated buying process. This is part of the foundation for our buying process methodology.
To realize the benefits of the methodology, we recognize the symbiotic relationship this methodology has with marketing automation tools. Implementing a buying process methodology without a marketing automation tool is challenging.
Marketing automation helps you visualize, model, implement, track and adjust your buying process strategy.
Are you already intimate with your marketing automation tool? Are you just getting started with your marketing automation purchase? Or are you still evaluating the purchase of a marketing automation tool?
In all cases, it is time you looked at a buying process methodology so that you can achieve those ultimate marketing automation rewards.
Learn more about our buying process methodology with our eBook - Understanding the Buying Process