Structuring a marketing automation team is no easy task. Each of your marketing automation platform feature requires individual attention and deep expertise to maximize the benefits.
1. MARKETING AUTOMATION ADMINISTRATOR
The Marketing automation Admin or Manager is the person with deep expertise in both the Marketing Automation (MA) and the Client Relationship Management (CRM) systems. It is also crucial that he or she understands how to get various technology platforms to integrate and work together for both your business and marketing campaigns.
Marketers today cannot operate without data. Our every decision is based on thoroughly analysed data from our platforms. The Administrator must be fluent in the technical aspects of capturing the right numbers that your analyst needs to create marketing reports that will drive your business decisions.
- Strong understanding of digital marketing and demand generation
- Expert Marketing Automation skills
- Intermediate to Expert CRM Administration Skills
- Business workflow
- Can test and analyze workflow, content, lead scoring and tactics for improvement
- Keeps the lead flow highway efficiently moving between the MA and CRM platforms
- Web development and digital design skills (HTML at a minimum)
- API integration with CRM platforms and Web properties
2. THE ANALYST
CMOs love them. The visually appeasing reports they create, the insightful analysis of data at their finger tips, no CMO can do without their analyst. The Analyst knows the right information to capture, analyze and report. Also, the Analyst can share insights and interpretations of marketing information that are meaningful to the executives at any level. The Analyst and Marketing Automation Administrator need to work closely together to review data sets, test hypotheses and ensure the Marketing Automation and CRM systems are capturing meaningful information for the CMO, CFO, and CEO.
- Can develop and implement reporting programs in marketing automation and CRM platforms
- Intermediate marketing automation skills for developing and reports
- Big picture data analysis
- Focuses on data that accurately measures results, versus purely measuring meaningless activity
- Identifies demand generation performance patterns and future opportunities
- Collaborates with Campaign Managers to identify campaign opportunities
3. CAMPAIGN MANAGERS
Campaign Managers design and run the marketing programs that are powered by the marketing automation platform. They understand the customer personas and how to provide Sales Enablement. Campaign Managers run the full life cycle of programs from initial planning, to development, content, roll-out, and measuring results. Campaign Managers should have skills to build campaigns in the Marketing Automation platform.
When deeper technical expertise is required for customized development and systems integration, the Campaign Manager works closely with the Marketing Automation Administrator to ensure quality implementation. Campaign Managers are highly skilled in developing content assets which fuel marketing programs. The Campaign Manager also works closely with the Analyst to measure results such as Sales Qualified Leads, Pipeline Value, and Revenue Results.
- Customer marketing
- Content mapping to Buyer’s Journey
- Buyer personas
- Content marketing
- Multi-channel marketing
- Measuring results
- Sales enablement
It is evident from the requirement of these 3 key roles that today’s marketers need to be fluent in the technical aspects in order to for us to maximize marketing automation’s capabilities.
While it may seem daunting to implement marketing automation and dive deep into the nitty-gritty, let us not forget that at the end of the day marketing is about storytelling and marketing automation is here to help us tell a personalized story to each and every one of your prospects.
Looking for marketing automation talents? Maybe we can help!