After laying the strategic foundations for automation, the business can progress to implementation. This chapter outlines the eight key steps to implementing a marketing automation strategy. It covers:

  • Goal setting: What is best practice when it comes to setting and defining goals for a marketing automation strategy? What are the most common top-level goals for marketing automation among marketers?
  • Data: Before launching a new marketing automation system, what five steps must marketers take to ensure the data they have is fit for purpose?
  • Optimisation: What metrics can be used on an ongoing basis to monitor the effectiveness of the marketing automation strategy?