Basic Steps of Marketing Automation Integration

By Mathew Sweezey

Implementing your marketing automation tool can easily be broken down into three overarching steps. You should take the steps in order if you have never implemented a marketing automation tool before.

Step Items Required Estimated Time
Step 1: Connecting IT resource 1 hour
Authenticating email tool, creating CNAME 2 hours
CRM admin, website admin 2 hours plus 5 minutes per custom field
Step 2: Importing Email templates 25 minutes per template
Nurturing templates 15 minutes per template
Auto responder templates 20 minutes per template
Landing page templates 1 hour upper template
Data sets in CSV file (CLEANED) 10 hours of uploading
Step 3: Building List of quick wins 1 hour meeting
Nurturing program outlines 5–10 hours
Sales lead qualification process and scoring process 5 hours of planning with your sales team
Form layout 5 hours
Segmentation ideas 2 hours

The connecting process includes various levels because each marketing channel and each data source requires a new connection. However, many of these connections aren’t required for you to begin, and they can be implemented over time as you turn on additional functionality. Connecting your website, customer relationship management (CRM), and marketing channels is most important.

In the connecting stage, you need to work hand in hand with your IT department. If you are your IT department, you’ll need to have full access to your technical infrastructure. You should get a hand from someone because these first steps can take a while if you’re inexperienced, but they can be done in under an hour by an experienced IT professional.

After you are connected, you can begin to import your HTML and data sets. In the beginning, you need only a few basic templates. Plan to further develop the basic templates over time.

This process is relatively easy and is completely based on how prepared you are before you get to this step. If you have spent adequate time educating yourself, you should have specific templates ready for your marketing automation tool and can quickly import them.

After your data sets are imported, you can start building your assets as well as your automations. This step involves specific knowledge of your tool and may require you to be trained on your tool before you begin.

Make sure that you have all your resources ready before you begin implementation. Many times, companies stall their implementation because they have not prepared their templates, don’t know what data sets they want to use, and haven’t thought out their automations yet.

Don’t forget your data sets, which include but are not limited to items such as a list of prospects, sales data, email lists, and any other set of information you need to run segmentation or an automation. Save time during implementation and have these items ready when you begin.