Agencies – Do you want to be successful with marketing automation?

First, when speaking to clients, don’t mention ‘marketing automation.’  It’s too tech-centric.  Your clients don’t care about the technology.  But they do care about results.   Here are three critical areas you’ll want to pay close attention to as you adopt marketing automation on behalf of your clients.

Positioning

Marketing Automation is another tool in your toolbox, albeit a big one. Consider branding it as a service.  Productize it so that the client knows exactly what they're getting.  Stay away from talking about marketing automation product features.  Focus on:

• The benefits of sending better leads to the sales team, which focuses them on high value activities; reducing sales costs
• The benefits of increasing conversions for increased sales
• The benefits of creating a culture of marketing and sales accountability by way of meaningful metrics 
• The benefits of being able to confidently provide ROI proof and increase marketing's importance in impacting sales

  Pricing

Know what value you bring to the table and price accordingly.  Think about all of the tasks and the inherent value of each.  You will want to charge for the upfront work as well the ongoing management of the program.  Here are some of the tasks to consider:

• creating multiple buying personas
• auditing and mapping content
• developing content and assets
• testing different content and offers
• creating and optimizing lead nurturing work flows
• building and monitoring lead scoring formulas
• monitoring metrics and developing insights to build upon success 
• creating and reviewing reports with clients on a periodic basis

Staffing

It’s a constant challenge to properly staff for projects.  You may want to consider leveraging outside expertise to fill in the gaps.  Here are some roles you’ll want to make sure you fill:

Copywriter/ storyteller

Someone who can write legible copy but can also weave a compelling story that is informative and persuasive

Marketing Automation Specialist

Someone who is familiar with the technology, can take the lead on all inputs into the marketing automation platform, and manage campaigns

Graphic Designer

Someone who has designed for the web and can develop custom & relevant designs

Strategist

Someone who can be the point person for the project and can lead strategic discussions

Analytics Specialist

Someone who is on top of the metrics and is gleaning insights to improve upon existing campaigns

Now that you’ve got an understanding of the foundation, it’s time to dip your toe in the water and begin incorporating marketing automation.  Remember, it’s a process and one that is not likely to happen overnight.