Marketing Automation: just paying for the tool is not enough

Recently Rock Content published research on the use of Marketing tools in Latin America. RD Station and Hubspot are the two software that dominate the Marketing Automation tools market, according to the research.

Since 2014 I have been working with Marketing Automation and therefore had the opportunity to use the tools mentioned in the research (RD Station, Hubspot and Leadlovers).

The point I would like to raise here does not refer to choosing the best tool. The question addressed to entrepreneurs is: What to do after acquiring Marketing Automation software?

Because just paying for the tool's monthly fee will not make any company take off.

What seems to not always be clear in the entrepreneur's mind is that when acquiring automation software, they will need someone to Plan, Execute and Monitor the processes.

In summary, Marketing Automation software is an airplane ✈️ that needs at minimum a PILOT!

See some activities that are essential in the Marketing Automation process:

• •Create a digital plan to organize demands.
• •Detail objective, target audience, personas and keywords.
• •Define channels that will be used to communicate with the audience.
• •Create conversion points to attract interested parties.
• •Generate relevant and frequent content.
• •Segment the contact base.
• •Relate to the audience respecting the buying journey.
• •Constantly analyze the generated data.
• •Run tests and optimize results.

Best regards and good business! — Bruno Santiago