25% of your marketing automation database goes bad each year, according to Sirius Decisions. Even worse, 10%-25% of databases have errors that prevent you from doing your job effectively. This is a big problem for marketers in the marketing automation space. After all, you’re spending tons of time, resources and funds on your marketing automation program, only to find errors in your database preventing you from routing or effectively targeting your audience. Even worse, you’re paying for those bad records.
Your marketing automation platform is a clean slate when you first buy it, and it’s up to you to fill it with clean, accurate data. Here are the marketing automation principles to make that happen, inspired by the ebook, The Newcomer’s Guide to Marketing Automation.
Whether you’re just starting your marketing automation journey or you’re ramping up to crush next quarter’s goals, there are some solid tips and tricks to achieve marketing automation success. I’ve worked in marketing automation for a number of years, and while success requires a lot of moving parts, these tips will help you get there.
1. Ensure alignment
The best project outcomes happen when the project lead is embedded within Marketing and works at the intersection of Marketing, Sales, and Technology. This ensures alignment across disciplines.