This post is meant for the marketing automation beginner, and is a compilation of a few of the lessons that we’ve learned over the years which should help you navigate your first marketing automation implementation (or re-implementation).
These lessons have been learned through years of successful integrations with marketing automation platforms such as Eloqua, Pardot, Marketo, ExactTarget, Genius and more.
What does data quality have to do with marketing automation?
Data quality and marketing automation go hand-in-hand; oftentimes it is the marketing department that has to campaign for a data quality solution. It can be hard to sway management to take data quality seriously, but if they’ve seen the eye-popping facts associated with duplicate data, they may be more inclined to act. Implementing a marketing automation system without a proper data quality solution in place beforehand can result in chaos throughout your organization. So do yourself (and your company) a favor, and take a few moments to learn from our customers’ past mistakes!
Most business to business marketing executives complain bitterly about the status of their databases, but have difficulty convincing senior management of the gravity of the problem.
If you are experiencing this challenge yourself in your organization, these eye-popping facts from Jon Block, the Vice President and Service Director of Sirius Decisions should help you win your senior management over to your point-of-view quickly.
Fact #1: Your Data is Doubling Every Year
The amount of data in the average b-to-b organization typically doubles every 12 to 18 months, so even if data is relatively clean today, it is usually only a matter of time before things break down.