Important Stages of Marketing Automation Maturity

Before one begins investing, or if one wants to maximize the value of one's current vendor partnership, one must first understand how digitally mature one's company is today. It will also provide one with a better understanding of one's technology stack and any gaps.

FREMONT, CA: Adopting automation into one's marketing practice can increase one's productivity, help one reach customers more efficiently, and save one's company money. However, not every company has the same technology stacks and capabilities. With thousands of vendors to choose from, it can quickly become an overwhelming or confusing process to determine which one(s) are the best fit for one's specific business needs.

Before one begins investing, or if one wants to maximize the value of one's current vendor partnership, one must first understand how digitally mature one's company is today. It will also provide one with a better understanding of one's technology stack and any gaps.

Important stages of marketing automation maturity:

Dynamic

Once one has implemented a basic email automation solution, one will advance to the Dynamic stage. These platforms eliminate the need for manual distribution and a heavy reliance on spreadsheets, allowing one to accelerate and consolidate one's marketing efforts.

With basic email automation, one can start creating drip email campaigns, segment target audiences using customer data, and increase personalization.

Despite these advancements, marketing automation capabilities were at this stage a couple of decades ago. This means one has not fully centralized one's customer and operational data and has only departmental visibility.

Integrated

A significant portion of people will be at the Integrated maturity stage. One can use native or third-party middleware integrations to connect with sales, data silos, service, and other eCommerce and loyalty management applications.

If one reached this level, one has probably running omnichannel campaigns and using workflow builders to automate tasks. One's linked CRM tools provide one with a comprehensive view of one's target preferences, audiences, and touchpoints, which one can use to inform decisions.

See Also: Top MarTech Service Companies