Currently, the customer data you have may be spread out across multiple platforms, so you need to start by gathering all data into one location. To ensure a seamless transition into a marketing automation platform, use one consistent format for customer data. For example, to personalize contact information, include the contact’s one email address, correct first and last name, and location.
Once you’re organized, importing data into your marketing automation platform should be an easy process — particularly if you’re using a compatible CRM. CSV files can be uploaded and fields can easily be mapped so that data will be synced seamlessly between the marketing automation solution and a CRM system. Email addresses are used as unique
identifiers to create new records or locate and update data in existing records.
The actual implementation of a marketing automation system needs to be managed from the top down. Executives need to demonstrate the importance of the solution for the success of the employees as well as the company, explaining the features of the platform to employees and specifically to the users.
It’s important to get as many people invested in the program’s success as you can. Make sure that your marketing and sales teams receive proper training from your vendor, and work closely with your provider’s implementation team to map out a plan for success planning out processes is key to marketing automation success.