How Many Marketing Automation Specialists Do You Really Need?
Posted: Sun Dec 22, 2024 4:39 am
As demand for marketing automation technology soars, it makes sense that businesses are scrambling to find specialists who can confidently lead automation strategies and manage their platforms to deliver the best return on investment. The question is, how many specialists does it take to run sophisticated marketing automation software?
I’ll give you the short answer: more than one.
In fact, depending on the scope of your activity phone number in cambodia now and into the future, it’s likely you’ll need an entire team focused solely on your automation activities. This is because there are many skills required to plan, organise, launch and manage campaigns.
A single marketing automation manager is unlikely to be an expert in every single aspect of automation and even if they are, it’s just not realistic to expect one individual to have the time to handle everything.
Let’s take a simple automated email journey as an example. This one campaign requires:
Strategy and planning
Copywriting
Email template design (often including HTML coding)
Image design and/or sourcing
List setup (which could include rule-based dynamic list creation)
Conditional content implementation (again, dependent on complex criteria)
Testing and troubleshooting email render issues
Campaign analysis
Lead distribution automation
Data hygiene
GDPR compliance
Continuous improvement
That’s not even taking into account the initial platform setup, which involves CRM syncing, folder organisation, landing page and form tracking, and much more. Granted, an experienced marketer may have a good understanding of each of these tasks but will they be a seasoned expert in them all? Probably not.
To achieve long-lasting results and to help avoid burnout, it makes sense to ensure your marketing automation team has at least one specialist in distinctly different areas.
The dream marketing automation team
From experience working client-side and running MarCloud - a team of Pardot specialists - I’ve found the ideal structure for marketing automation management is to have experts in three core areas:
Strategy and project management
Functional setup and processes
Technical delivery
We've even structured our ‘Meet the team‘ page in this way so clients can easily see which team members are within each niche!
Project management
These are the people who plan marketing automation activities and resources. They oversee the implementation of the software as well as campaigns and are usually responsible for overall marketing management and reporting.
Project managers, however, are less involved in the nitty-gritty setup of the system. Instead, they delegate tasks, which allows them to have a more holistic view of projects and ensure everything comes together as planned.
I’ll give you the short answer: more than one.
In fact, depending on the scope of your activity phone number in cambodia now and into the future, it’s likely you’ll need an entire team focused solely on your automation activities. This is because there are many skills required to plan, organise, launch and manage campaigns.
A single marketing automation manager is unlikely to be an expert in every single aspect of automation and even if they are, it’s just not realistic to expect one individual to have the time to handle everything.
Let’s take a simple automated email journey as an example. This one campaign requires:
Strategy and planning
Copywriting
Email template design (often including HTML coding)
Image design and/or sourcing
List setup (which could include rule-based dynamic list creation)
Conditional content implementation (again, dependent on complex criteria)
Testing and troubleshooting email render issues
Campaign analysis
Lead distribution automation
Data hygiene
GDPR compliance
Continuous improvement
That’s not even taking into account the initial platform setup, which involves CRM syncing, folder organisation, landing page and form tracking, and much more. Granted, an experienced marketer may have a good understanding of each of these tasks but will they be a seasoned expert in them all? Probably not.
To achieve long-lasting results and to help avoid burnout, it makes sense to ensure your marketing automation team has at least one specialist in distinctly different areas.
The dream marketing automation team
From experience working client-side and running MarCloud - a team of Pardot specialists - I’ve found the ideal structure for marketing automation management is to have experts in three core areas:
Strategy and project management
Functional setup and processes
Technical delivery
We've even structured our ‘Meet the team‘ page in this way so clients can easily see which team members are within each niche!
Project management
These are the people who plan marketing automation activities and resources. They oversee the implementation of the software as well as campaigns and are usually responsible for overall marketing management and reporting.
Project managers, however, are less involved in the nitty-gritty setup of the system. Instead, they delegate tasks, which allows them to have a more holistic view of projects and ensure everything comes together as planned.