Do It For Me – The Next Big Thing in Marketing Technology
Sometimes you just need someone to do the heavy lifting for you.
The mistake many of us make is believing that technology itself is the key to success. As marketers, we leverage technology to grow our business. And that’s a good thing. However, we often underestimate the other factors required when investing in new additions to our martech stack. Before taking the leap into learning and implementing a new tool, it’s not uncommon for eager marketers to fail to acknowledge their own limitations – budget, bandwidth and expertise.
When it comes to a marketing automation platform specifically, these factors can be a larger key to success than the platform itself. In fact, the hurdle usually isn’t finding a technology that meets your need, but rather with finding an approach that accounts for your success.
Should your marketing automation be another DIY project?
So before you even invest in marketing automation, it’s time to figure out whether you’re going to take the traditional DIY (do it yourself) approach or take the road less traveled, but often leading to greater successes, the DIFM (do it for me) approach. Here’s the difference.
In a traditional DIY approach, marketers license the platform and complete all operations in-house. This approach typically works well for large, enterprise organizations that have the resources for a dedicated marketing operations staff.
In the less traditional DIFM approach, marketers remain focused on their core functions like creating content and developing campaigns, and leave the tactical operation of the platform itself to the marketing automation provider. This approach works well for small to mid-size businesses that need to be more conscious about where they’re spending their marketing efforts and dollars.
Can I afford for someone to do it for me?
Marketers that realize that time and resources that go into implementing a platform and using it to its full potential also understand how quickly these projects can roll out and achieve their ROI with the help of a platform expert. This is why so many are making these Software as a Service (SaaS) investments but turning to a Software WITH a Service (SWaS) approach. This way, nobody is left standing alone. It’s comparable to hiring a personal trainer at the gym to hold you accountable. Partnering with a SWaS vendor keeps you on track by executing campaigns on your behalf and challenging you to use additional functionality to drive better results.
As for the actual cost, much like most services, the answer varies depending on the complexity of your organization’s marketing programs. Here are a few things you need to talk about with your partner before incorporating DIFM marketing services:
- How many campaigns you run per quarter
- Campaign complexity
- Landing page volume
- Email templates you currently use or would like to use in future campaigns
- Type of reporting and analytics you need to manage your business
DIFM business models should be built on making you a successful, long-term user of your marketing automation platform. They should also ensure you have on-going access to a team that is experienced and knowledgeable about how to leverage all of the features of your platform. Many marketers start out strong with a new tool, using basic features like email, but then stall out when it’s time to implement lead scoring or more complex multi-channel nurture campaigns. Partnering with a team that knows the solution inside and out already to DIFM team ensures your project continuously progresses so you can achieve the top range of the platform’s ROI.
At the end of the day, no marketer can depend on technology alone to transform their business. However, with careful planning that acknowledges your resource constraints, you can deliver successful martech projects that will drive growth to your business, achieve substantial ROI and earn marketing a seat at the executive table.