7 Ways Marketing Automation Makes Life Better For Multitasking Marketers

By Bob Hebeisen
Multitasking (image courtesy of Shutterstock)

True story: the other day I stepped on a dead bird while walking home from daycare drop-off.

I didn’t see it because I was reading my email on my smartphone.

Multitasking can be messy!

We are all living in a multitasking world.  There is really no escaping it.  Paying half attention to where you are going might be good enough for avoiding big mistakes (like walking into oncoming traffic).  But it hardly lends itself to flawless execution.

Here are 7 ways Marketing Automation helps marketers multitask more effectively:

#1. Setting Up Marketing Campaigns For Appropriate Tracking

I used to work for a billion-dollar tech company with an army of marketers.  This company had the worst marketing systems: a homegrown Content Management System (CMS) and a poorly configured Customer Relationship Management (CRM) system.  It made it incredibly difficult to set up campaigns for proper tracking and easy execution.

For example, here is how a marketer needed to zig-zag through the systems in order to execute an email marketing campaign:

Inefficient Campaign Setup Without Marketing Automation:

  • Create your HTML email in the CMS.
  • Separately, create your landing page in the CMS.
  • Go into the CRM and set up your campaign.  During campaign setup you would create tracking URLs.
  • Copy the tracking URLs from the CRM and go back into the CMS and add them to the HTML email.
  • Go back into the landing page in the CMS and tag it with the CRM’s campaign code.
  • Then you would import the HTML email into the CRM system and finally execute the email campaign against a list segment.

If you messed up any part of this process — or if you cut corners because you just had too much other stuff to do and were up against a deadline — then the tracking for the campaign would not work and you would have incomplete metrics for the campaign you had slaved over.  Ugh!

Marketing Automation solutions unify all these marketing activities into a single seamless process, so setup is a logical workflow and tracking is handled automatically.  This saves you a ton of time and ensures proper results tracking.

7 Ways Marketing Automation Helps Marketers Multitask More Effectively:

#1. Setting up marketing campaigns for appropriate tracking
#2. A/B testing
#3. Integration with CRM
#4. Lead nurturing for better lead quality
#5. Doing the little things right, automatically
#6. Reviewing results and applying your learning
#7. Taking a moment to celebrate your successes

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About Bob Hebeisen

My name is Bob Hebeisen and I'm a Boston-based Marketing Director, currently working at a software company called Dimensional Insight. I formerly held Field Marketing and Channel Marketing roles at PTC, and have spent most of my 20-year career in Business-to-Business (B2B) technology marketing. Follow me at http://twitter.com/bobhebeisen
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8 Responses to 7 Ways Marketing Automation Makes Life Better For Multitasking Marketers

  1. Pingback: #2. Marketing Automation: A/B Testing | B2BHebeisen

  2. Pingback: #3. Marketing Automation: Integration With CRM | B2BHebeisen

  3. Pingback: #4. Marketing Automation: Lead Nurturing For Better Lead Quality | B2BHebeisen

  4. Pingback: #5. Marketing Automation: Doing The Little Things Right, Automatically | B2BHebeisen

  5. Pingback: #6. Marketing Automation: Reviewing Results And Applying Your Learning | B2BHebeisen

  6. Pingback: #7. Marketing Automation: Taking A Moment To Celebrate Your Successes | B2BHebeisen

  7. Rohit says:

    I remember the same mess Bob! Nice article

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