What Does a Marketing Automation Manager Do?

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If you’re a business owner looking to implement a marketing automation program, you may be wondering, “What does a marketing automation manager do?” Aside from the obvious job duties, the role requires a strong background in marketing. This person is expected to understand modern demand generation, the principles of data-driven marketing, and the psychology of customers. In addition, marketing automation managers need to have extensive hands-on experience in the field, including a strong grasp of planning successful campaigns across multiple channels, as well as the ability to measure their results.

Monitoring the customer journey

As a marketing automation manager, one of your primary responsibilities is monitoring the customer journey. But tracking the customer journey is more than just a process. It is also an opportunity to uncover new audience segments. In this article, we’ll explore three reasons why monitoring the customer journey is crucial to your business. You’ll also learn how to improve the customer experience through your automated marketing processes. To get started, download our free eBook.

The first step in setting up email marketing automation is choosing a list. Once you’ve chosen a list, you can create an automated email based on a trigger. Choose an email trigger such as the date of a birthday, or a specific date. Once you’ve set up your email campaign, you’ll need to create a series of steps for the automated emails. These steps will help you analyze the effectiveness of each campaign.

Another important element of marketing automation is the creation of a customer journey map. This way, you can see the overall behavior of your customers. You can see the steps that each customer takes, from where they were on your site to where they are in the sales cycle. You can then adjust your marketing efforts based on this data. The process of customer journey mapping is one of the most important aspects of marketing automation, so make sure you know what your customers are doing.

After creating a sales funnel, you can measure the success of each step. Once the customer has purchased a product or service, marketing isn’t finished. You can use marketing automation to support loyalty programs, provide cross-sell opportunities, and develop good customer relationships. The benefits of using marketing automation are numerous. If you can build a strong relationship with your customer, you’ll increase the chances of converting those leads into paying customers.

Creating marketing content

The role of a marketing automation manager requires writing skills and experience creating marketing content. Since content is the fuel for any marketing program, the manager must have a thorough understanding of the planning, development, and execution of marketing programs. The marketing automation manager may spend considerable time creating a promotional copy or reviewing headlines. They must be familiar with the different types of content and how to use them effectively. In addition, they must be familiar with the various tools used by marketing automation programs.
Creating reports

Creating reports and analyzing data is a vital part of the marketing function. Today’s marketers face increasing pressure to collect data that proves the effectiveness of their campaigns and the value of their service. To achieve this goal, they must streamline and automate this process. Although manual processes are common for marketing reporting, automated tools can significantly reduce the possibility of errors and increase the quality of reports. Automated reporting also allows for scaled reporting.

The goal of report automation is to help digital marketers create detailed reports that can be used to improve their strategies. These reports can be shared with other team members through visualization dashboards that can analyze the data. Detailed reports allow marketers to analyze the results of marketing campaigns and make necessary adjustments to their strategy. It is also possible to target several marketing channels at the same time. However, manual report creation can cause human errors and low productivity. Hence, automated marketing reports are a great tool for improving your marketing strategies.

Marketers spend 80% of their time analyzing data. Hence, automating report creation can greatly reduce the burden on marketing managers. A service such as Spend Aggregation can help marketers view ad spending across multiple channels. Reports can be customized to include metrics such as cost per acquisition, cost per event, and ROI. The platform also offers advanced filters to help marketers analyze data. Using these tools, marketers can create eloquent reports and analyze data.

To ensure the success of an automated marketing campaign, the marketing automation manager must be able to manage multiple omnichannel campaigns. A marketing automation manager must also define the day-to-day operational schedule and plan complex projects around the customer journey. They should prioritize campaign execution and follow best practices to ensure cost-effective and timely delivery to internal stakeholders. The marketing automation manager must be able to demonstrate their knowledge and experience in marketing automation, including campaign nurturing, segmentation, and reporting.
Data analysis

A marketing automation manager is responsible for building programs that can measure performance and success. A marketing automation manager should be comfortable evaluating their programs against their historical performance, versus benchmarks from their industry. A marketing automation manager should know how to measure various metrics, including lead generation, conversion rates, and MQLs to opportunities and closed-on deals. They should also be familiar with the buyer’s journey to ensure they’re measuring the right things.

Marketing automation managers must be comfortable analyzing large amounts of data to improve their campaigns. Marketing analytics can reveal flaws in a marketing campaign and help marketers come up with ways to improve it. Data visualization tools such as Tableau and Google Data Studio are essential to marketing automation managers. The data from these tools can be used to create dashboards for key insights and report them to internal stakeholders. Marketing leads also work with internal stakeholders to design and implement new campaigns. Data analysis also includes conducting A/B tests and developing recommendations for changes to improve marketing campaigns.

A marketing automation manager oversees the use of marketing automation software, ensuring that the software is being used efficiently and integrates with other marketing tools. Marketing automation managers are often responsible for managing multiple campaigns and must be adept at project management, collaboration, and analysis. A marketing automation manager needs to be flexible and able to work with various people. An excellent team player is essential to success in this position. And they must have a passion for marketing and have good communication skills.

A marketing automation manager must be comfortable with new technologies and must be interested in learning new things. A marketing automation manager should be knowledgeable about segmentation, scoring models, revenue stages, and CRM platform capabilities. In addition, a marketing automation manager must be proficient in CSS and HTML, as well as be familiar with CAN-SPAM and CASL compliance requirements. They should also be comfortable working with people from other departments so that they can share information with other members of their team.

Continuous learning

Continuing education for a marketing automation manager is crucial to stay up to date with new marketing automation technologies. A marketing automation manager needs to understand the various rules and functions of a marketing automation platform, including segmentation, scoring model, revenue stages, and the capabilities of the CRM platform. Lastly, he or she must understand HTML and CSS, email deliverability, and CAN-SPAM/CASL compliance requirements. A marketing automation manager’s job may seem straightforward, but this role has many moving parts.

In addition to building measurable programs, marketing automation managers should understand when to measure their campaigns. The wrong benchmarks may have too many variables for an organization, so they should measure against past performance. The right timeline depends on the buyer’s life cycle and the goals of the organization. Be sure to understand how to measure across the early, mid, and late stages of the buyer’s journey. Finally, keep your audience in mind when setting up and measuring your program.

Experience in writing is essential for a marketing automation manager. This position requires the right mix of writing, marketing, and technical skills. Content is the fuel of marketing programs. An automation manager needs to know how to plan and develop content, execute marketing programs with it, and measure the effectiveness of each piece of content. Some people in this position spend their days reviewing headlines and promotional copy. But it is important to have experience with different types of content.

As an aspiring marketer, it’s critical to stay abreast of new technologies and practices. As a marketing automation manager, you’ll be responsible for managing multiple omnichannel campaigns, setting up day-to-day operational schedules, and planning and executing complex projects. As a marketing automation manager, you’ll be required to understand customer journeys, develop marketing strategies, and implement automated campaigns in Hubspot. You’ll also be responsible for developing marketing materials and collaborating with cross-functional teams.