Talking Marketing Automation with Kristy Junio Senior Director, Healthcare and Life Sciences, Oracle Marketing Cloud

Inside Look at Marketing Automation

Marketing technology is often only as good as as the people behind it. At Oracle Marketing Cloud, Kristy Junio is one of those people. And when it comes to marketing automation, she knows her stuff.

Here, Kristy shares a few thoughts on the topic with RRD Connect.

Having a fairly well-defined strategy with aligned goals is critical. You don’t need a perfect plan, but you do want to be prepared enough so that you can make informed choices for your implementation plans. For example, if marketers are delivering leads, make sure sales is ready to work the leads. Build in mechanisms and KPIs to track success along the way, not just final campaign metrics.

Maintaining flexibility to adjust campaigns midstream is also important. If something isn’t working as expected, a solid automation framework will allow you to make tweaks that can help achieve the intended outcome.

I’d say putting so much emphasis on the planning aspects that it delays making a start with implementation. A balanced approach of effective planning and thoughtful implementation is ideal. A marketing automation strategy can grow with your organization. Just like traditional campaign execution, you can start small and build your way up. The test and learn approach is also a great way to start your organization on the right path.

Technology selection and integration is also another critical aspect of a marketing automation strategy. At some point, the strategy will need to include data management, testing, personalization and optimization — not to mention content marketing and, of course, data analytics. So it’s important that the tech stack integrates well.

Marketing automation is a living, breathing process. Organizations should strive to create an environment where strategies can continuously grow and evolve.

Journey mapping is a practical way for organizations to start making changes to enhance customer experiences. This exercise puts marketers in the shoes of the consumer to better understand what steps in the experience can be improved to create an optimal relationship with the consumer.

If an organization understands what the experience is currently, it will be easier to address needed changes. This can be done to different degrees depending on the resources at hand. Whether an organization conducts small-scale internal sessions or uses large-scale research initiatives, the results will help to steer the organization in the direction of what is directly impacting the consumer experience.

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