Marketing Automation Unzipped: The 8-Block Canvas That'll Rock Your (Digital) World
May 20, 2023
In the wild and wacky world of Digital Marketing, Marketing Automation has emerged as our superhero, here to save us from mundane tasks and wasted time. To help you navigate the sometimes confusing maze of marketing automation, we've cooked up an 8-Block Marketing Automation Canvas, freely for you to download on Miro. This canvas, based on the popular Business Model Canvas, will guide you in planning and executing your marketing automation strategies like a pro (cape not included).
Integrations are like the secret sauce of any marketing automation system. They make sure all your different tools and platforms play nice together, like well-behaved children at a birthday party. Analyze your current tech stack and identify the key systems that need to be integrated, such as your CRM, email marketing, social media, and analytics tools. Prioritize these integrations and ensure data flows smoothly between them, making your marketing automation efforts a harmonious symphony. Do know that in the 2020's a CDP can play a more significant role in this matter, but that is another story.
2. Automation and Workflow: Your Marketing Autopilot
Designing and implementing automation workflows is like building the perfect Rube Goldberg machine for your marketing strategy. Start by mapping out the customer journey and identifying key touchpoints. Next, outline the triggers, actions, and conditions driving your automated campaigns. Ensure your workflows are as flexible as a yoga instructor, ready to adapt to your ever-evolving strategy.
3. Personalization Levels: Because One Size Doesn't Fit All
Personalization is like the icing on the marketing automation cake. It helps you deliver targeted, relevant content your audience will devour, like their favourite dessert. Segment your customer base using demographic, behavioural, and contextual data to create messages as unique as snowflakes. Utilize dynamic content and marketing automation tools to deliver tailor-made experiences to your audience, driving engagement and conversions like a well-oiled machine.
4. Key Resources: Your Marketing Automation Dream Team
Identify the essential resources needed to bring your marketing automation vision to life. This includes the right technology, the Avengers of your marketing team, and the budget to make it all happen. Ensure that your team is well-trained on the platforms and tools being used and that they have a clear understanding of the goals and processes involved in your marketing automation strategy (no mind reading required). When implementing this technology, it's often overlooked to see how it exactly fits into your organisation...
5. Value Drivers: The Secret Sauce of Success
Value drivers are like the golden tickets of your marketing automation efforts. They include increased lead generation, improved customer engagement, streamlined processes, and enhanced sales opportunities. Clearly define your value drivers and use them as key performance indicators (KPIs) to measure the success of your marketing automation initiatives. What are the pains you wanted to solve and the gains you wanted to create when investing in Marketing Automation? After all, who doesn't love a good success story?
6. Lead Scoring, Grading, and Distribution: The Dating Game of Marketing
Lead scoring and grading are like the dating game for your leads, helping you prioritize them based on their potential value and readiness to convert. Today we often ask a lead to get married on a first date. Just like with Tinder, that does not work like that...first, you date, then you kiss...and then maybe.... just maybe...Develop a scoring system considering factors like lead behaviour, engagement, and demographic information. Use this information to distribute leads to your sales team, ensuring they're focusing on the most promising prospects (and not just swiping right on everyone).
7 Channels: Choose Your Marketing Adventure
Selecting the right channels for your marketing automation efforts is like assembling the perfect superhero team: each member has a unique set of skills that contribute to your overall success. These channels may include email, social media, SMS, web, and mobile. It's essential not only to tailor your messaging and content to fit the unique requirements and characteristics of each channel but also to understand where your potential leads are coming from. Keep track of which channels are driving the most leads and conversions, and optimize your strategy accordingly. This way, you'll maximise your marketing superpowers and attract leads like a magnet.
Embrace your inner Master Chef and whip up a storm of data-driven insights by regularly analyzing and optimizing your marketing automation efforts. Keep a watchful eye on your KPIs and use A/B testing to refine your campaigns, workflows, and messaging like a culinary genius perfecting a recipe. Continuously track the performance of your campaigns and make adjustments as needed, ensuring your marketing automation strategy remains delectable, relevant, and satisfying to your target audience's tastes. Like a good kitchen, you need to exercise this daily with your team and find the right cadence...
The 8-Block Marketing Automation Canvas offers a comprehensive, entertaining, and practical framework to help you plan, execute, and optimize your marketing automation efforts like a true superhero. By focusing on each of these critical and quirky components, you'll be better equipped to drive meaningful results for your business (and maybe even earn yourself a cape). Share your experiences with this canvas on LinkedIn, and let's continue to learn, laugh, and improve our marketing automation strategies together!