Need to do more with less? It’s a common challenge for marketers today. We’ve got limited budgets, limited time, limited staff – and yet our quarterly targets keep rising.
For many of us, this means it’s time to apply some elbow grease. It’s time to hunker down, call home that we’ll miss dinner, and work through until the job is done.
But you don’t necessarily have to work harder. In fact, I bet most of you are already pretty much at your limits. So when it’s no longer possible to just tack on more hours, it’s time to re-evaluate how you work.
It’s time to become more efficient. You want to be like Johnathan Cordeau, the Director of Marketing for Response Mail Express (RME). He increased RME’s monthly lead flow by 49% and cut the cost-per-lead by 68%. No extra staff required.
How’d he do it? Marketing automation.
While RME did commit to re-inventing its systems, it’s possible to get results from smaller initiatives. Many companies start with a marketing automation pilot program.
- It lets you start small.
- It keeps your plans flexible. Writing a massive 40-page marketing automation plan is great, but sometimes it’s better to jump in and fail fast.
- It lets you know what works and what doesn’t work for your company before you’ve sunk a chunk of budget into it.
- You’ll be building on success.
The next question is where to activate this pilot program. Which processes would most benefit from automation?
To answer that, you’ll need to step back. You’ll need to visualize your marketing systems as a whole. We like this model for that view: