If you've ever been inside a marketing and advertising agency, the first thing you'll notice is that there is a lot going on – at all times. If you've ever wanted to become an expert at juggling, an agency is the perfect place to be. But instead of balls, rings and clubs, it's a constant act dealing with multiple clients, multiple tasks and multiple opinions.
This act is constantly multiplying, and while it may sound overwhelming to some, it's actually surprisingly fun! Everyone is busy keeping the wheels turning – and there is always something cool brewing within the agency. My small part of this big puzzle happens to be as a Marketing Automation Specialist.
In a nutshell, my role is to strategize, build and execute marketing campaigns and components in areas including inbound and outbound lead generation, prospect lifecycle nurturing, brand alignment, goal mapping – and much, much more.
So what exactly does a day in my life look like?
I spend a lot of time doing research in order to keep up with the competition and to perform my job to the best of my ability. This can take any form, really. For example, I am subscribed to so many email communications from leading brands and B2B companies since for me, it's an excellent way of keeping up with all the new trends in marketing automation and beyond. By studying current best practices and design modifications, I am able to improve our clients' inbound and outbound marketing campaigns for best results.
This goes without saying, but analysis of all things marketing automation is a constant ongoing task. Continually monitoring and analyzing each and every effort and provide reporting is the only way to improve and optimize the quality of the campaigns we do for our clients.
It’s always important to be familiar with multiple marketing automation software’s, text message marketing programs and email marketing service providers in order to stay up to date. Whether it’s HubSpot, MailChimp, IBM Acoustic, Marketo, Salesforce Pardot, EZ Texting – or other text, email or automation tools; learning to build, test and manage campaigns with various clients is a big part of my job. Since every tool offers different capabilities, it’s important to stay ahead of the game in lead nurturing campaigns, email follow ups, reporting and more.
When it comes to developing and executing inbound and outbound marketing automation efforts, it takes help from all teams. Part of my job is talking directly with project managers, account managers and clients, in order to gain insight on sales, customer acquisition, revenue, and customer satisfaction. All of these things are crucial components to better being able to strategize, measure and optimize campaign management.
One great thing about working at an agency is that I'm constantly gaining new experience in areas that may not necessarily be my specialty. A sort of all-hands-on-deck approach is often used in order to allow everyone to expand their knowledge base beyond what our standard “job descriptions” might entail. No complaints here, though – I work with a group of extremely talented individuals. And besides, teamwork makes the dream work!
Any advice for someone interested in becoming a Marketing Automation Specialist?
If you are interested in marketing automation, the best advice I can give you is to get the Google Digital Garage Certification. It’s free, and it will give you a good sense about whether you might want to make a career of it. Please reach out if there's anything I can do to help out!