Driving marketing efficiency through automation

Key takeaways: 

• Evaluate your tech stack
  Is your tech stack built to serve the needs of your business today? Constant evaluation and optimization are required to ensure your Marketing Automation Platform (MAP) and its integrations are suited to today’s challenges, not just the objectives you faced when it was first established. Challenge your status quo, explore new options, and consider swapping or consolidating to improve efficiency and scalability. 

• Don’t delay – start small, but start now
  It’s easy for inertia to set in, especially once you have an established Marketing Automation Platform ticking along. Get back under the hood of your MAP, consider personalization opportunities, and think about where your Content Supply Chain can start delivering greater value. You don’t have to do it all at once, but taking small steps regularly is the route to revenue

• Harness AI intelligently
  There’s more to artificial intelligence than Generative AI. Look carefully at the impact that wider functionality could offer your marketing automation strategy, including perceptive AI, predictive AI and prescriptive AI. Find a solution that suits your objectives, whether it’s reinforcing compliance during automation, or reusing and personalizing evergreen assets

• Partners for success
  It’s okay not to have all the answers. And it’s understandable not to have perfect skillsets for every tool or strategy you want to employ. If you have the ideas, you can leverage an expert partner to help put the building blocks in place. Don’t let capacity or internal skillsets be a barrier to growth.

Marketing Automation might feel like a universally adopted strategy, but massive opportunities remain for firms that can solve more than just campaign delivery though MAPs. Under a ‘Future of Marketing’ agenda Carly Schrager, Bluprintx Head of Marketing Automation Engagements, delivered an expert session entitled ‘Driving marketing efficiency through automation’.  

Carly covered more than just the outputs of effective marketing automation. The session takes you on a journey toward making marketing automation work for your business – from early considerations and tech choices, to overcoming common challenges like skillets and capacity, to real-world tips on how you can call on external resources to maximize your impact. 

Carly’s session is available on-demand, right here through Bluprintx. Or, you can read on for some of the headline insights.  

Marketing automation is always evolving. Are you? 

Marketing automation, and marketing automation platforms, have come a long way since their inception. From its early days working as an extra team member enabling ongoing communications without direct human intervention, integrations in modern MAPs can do a whole lot more. In fact, Carly believes we’re on the verge of another dramatic step forward in marketing automation opportunities.  

The way that marketing automation platforms can now interface with your wider growth ecosystem – your customer data platform, your data warehouse, your Work Management software – is all advancing dramatically. It’s providing a much more integrated approach to marketing automation that can deliver significant productivity advantages for businesses that are set up to receive them. While it’s easy for businesses to trust in the marketing automation strategy they have built, new opportunities require new actions, and Carly strongly advocates for businesses to regularly assess new capabilities.   

Personalization is no longer a nice to have.  

Customers expect personalized marketing. We learnt as much in Ryan Forrest’s session, ‘How to become a customer-first organization’. Your Marketing Automation Platform is the essential digital driver that makes personalization happen, but it can only perform these revenue-generating actions with access to the data and insights that exist in your business.  

There is a stronger case than ever before for integration, and for not letting your MAP – nor any of your platforms – sit on an island. Businesses that can harness the potential of Data & Analytics will be set up to succeed through Personalized Journey Management, with marketing automation shouldering much of the load.  

Don’t let implementation challenges hold you back.  

Carly held out an olive branch to businesses that don’t feel ready to start (or restart) their marketing automation efforts. There’s no optimization too small, nor gain too marginal, that it’s not worth making. It may feel that reopening marketing automation is a major project, especially if it’s ticking along nicely – but small optimizations are the key to new efficiencies and revenue growth.  

Where capacity and internal skillsets are a blocker, ambitious businesses may find value in an expert partner. Especially where complex integrations or compliance protocols are a factor, an external partner can provide a fresh perspective that sparks change and innovation.   

Ready for Marketing Automation that makes a difference? 

No matter your Marketing Automation Platform of choice, there’s a Bluprintx growth action plan ready to fast-track your route to marketing productivity, employee impact and revenue growth. Our support is bespoke to your business, respectful of your existing platforms, and goes much deeper than implementation and switch-on. Empower your people, ensure adoption, and move confidently toward market-leading outcomes with Bluprintx.  

Take the next step:
https://bluprintx.com/marketing-automation/