July 26, 2018

Marketing Automation Advice from the Best in Business

Written by
Mor Mester

Marketing Automation has been used by large corporations ever since its existence. This phenomenon made its mark on the marketing technology in a number of ways. Early solutions were (and most still are) robust, feature rich and consequently complex and expensive. All these made it hard for smaller companies to implement with marketing automation. Even if a small business can afford marketing automation software they have a hard time getting true value out of it.
So, as a marketer at an email marketing automation SaaS company, I felt like it was my duty to find out the things marketers have a hard time with and what advice they have for beginners. I did just that by surveying over 130 professionals working in marketing.

But I felt like that wasn’t enough. I wanted to share all this insight and data so I made a roundup article and wrote a 55-page report filled with data to share my findings with the world.

I thought highlighting advice provided by influencers and experts would make perfect sense. We’re on the TechnologyAdvice blog after all!

Marketing Automation Advice Stats from Experts for Beginners

In this section, we’re going to take a look at what people who want to start using or have just got started with marketing automation should pay attention to.

This was the open question we asked people who use marketing automation: “What would you say to a person who just got started with marketing automation? What should he or she pay attention to?”.

We consolidated this data so that we can recognize the patterns appearing in the answers. You can read more about the methodology in the report.

Marketing automation advice stats

Planning ahead (17) appeared most frequently as advice for starters. Marketing automation requires a clear strategy to be effective. Without that there’s nothing to be automated.

Creating automations (12 percent) came in second place as something people starting out should pay attention to. It’s no wonder, as automated processes are the whole essence of marketing automation. Creating quality automations when you’re starting out will save you a ton of resources and headache.

Creating content (9 percent) is another frequently mentioned advice from marketing automation users. Even the most sophisticated automation is worth nothing without quality content.

8 percent of marketing automation users in our survey say that starters should pay attention to finding the right software that suits your needs. Doing some research and finding a tool that does exactly what you need it to do, will make it easier for you to get started and get the results you desire.

While setting goals (8 percent) seems similar to planning ahead, setting goals is more specific. It’s more about choosing measurable goals and metrics to evaluate the performance of your campaigns and automations. Closely related to setting goals, keeping track of data (6 percent) is another advice marketing automation users mentioned as something people new to marketing automation should pay attention to

It’s wise to start segmenting your audience when you’re starting out with marketing automation. However, only 4 percent of marketing automation users mention it.

Pricing, integrations, personalization, testing, providing value and contact quality were brought up in only 3 percent of responses. Still, they are some key things that need attention after you get started.

Only a couple of participants mentioned lead nurturing, consistency and the quality of support (1 percent). These might not be your priority when you’re in the beginning but keep them in mind.

Marketing Automation Advice Quotes from Experts and Influencers

I selected 4 of the best answers to the question I mentioned previously, to provide some more hands-on advice. You can read all quotes in the roundup.

Sam Hurley, Founder & Managing Partner @ OPTIM-EYEZ says beginners should:

Sam Hurley Opim-eyez

The Head of Marketing @ Improvado.io, Hailey Friedman had this advice for people starting out in the world of marketing automation:

Hailey-Friedman-Improvado

Bryan McAnulty, the Founder of Keiro Consulting advises beginner marketing automation users to:

Bryan McAnulty Keiro Consulting

Product Marketing Strategist @ Stratomic, Tim Smalley says novice marketing automation users should pay attention to:

novice marketing automation advice

Demographics

To put this data and advice into context here’s a short breakdown of the distribution of company sizes, the positions of the respondents and the industries they work in.

Company Sizes

marketing automation survey company size

In my research, 90 percent of the respondents are from companies with 50 employees or less. This means that small and micro businesses are over-represented. Let’s break this down a bit.

More than half of the respondents (57 percent) work at companies with 2-10 employees.

A fifth (20 percent) of the answers came from companies with 11-50 employees.

17 submissions (13 percent) came from solopreneurs.

Positions

marketing automation survey postions

The most submissions (38 percent) came from professionals working in Growth positions like Marketing and Sales.

31 percent of the respondents in our survey are business owners.

A quarter of the participants (25 percent) are CEOs.

These three groups take up 94 percent of the submissions.

Industries

marketing automation industry

The distribution of industries among the respondents is leaning towards the Marketing, with 47 percent. This was intentional as we collected the data so that about half of the respondents would be from marketing.

The Software Development industry came in second in the survey, with 25 percent of the submissions coming from this industry.

The other industry type who had a decent amount of submissions are non-marketing agencies, with 14 percent.

5 percent of the respondents work in Hospitality, 3 percent in E-commerce, and 2 percent in Copywriting or Design. Also, 2 percent of the submissions didn’t have industry filled out.
Recap
As a reminder, here’s a list of the 3 most frequently mentioned marketing automation advice in our report. This is what you should pay attention to when you’re starting out:

  • Plan ahead
  • Create quality automations
  • Create quality content

Now, it’s time to get out there and start your journey with marketing automation!

Mor Mester is the Head of Marketing @ Automizy, an easy-to-use email marketing automation SaaS. His mission is to help small businesses and agencies implement marketing automation to increase productivity and consequently revenue.