A checklist for success

05 Jan Marketing automation for SMB’s: A checklist for success

Many times we make understanding things much harder than it needs to be. Marketing automation software can be placed in that category.

Here is a likely scenario. You are a part of small or medium enterprise, looking to get started with marketing automation to sell more of your product or service. Options are many which makes it harder for you to choose the right software. In order to narrow down your choices and make a smart selection, you need to understand what different marketing automation components can do for your marketing, and ultimately for your business.

What you should be looking to buy is a marketing automation software that is logical in the way it approaches your data and enables you to automate customer and prospect communication that otherwise is very labor intensive. You are also looking to get access to the most important functionalities that help SMBs sell more, rather than a full spectrum of good-to-haves.

We believe the following components of marketing automation are key to understand as they will bring most value to an SMB.

Tracking script or Tracking code

A tracking script is the keystone to all marketing automation solutions and is used to monitor user activity and gather data for analytics.  It helps you keep track of how well your website is generating traffic and leads, and what you can do to improve your website traffic. The tracking code is a small script that should be inserted onto every web or landing page you wish to monitor.


Without contacts you have no one to market to!  Contacts are vital to any consistent marketing campaign.  You can begin with your existing customer base, market to build your contact list, or leverage partner lists.

Web form

Web forms are for opting-in new contacts and gathering additional information regarding existing contacts.  Web forms are the front line of your web site to gather new contacts.

Email templates

You need a communication platform to track your contacts and potential customers. Email templates are important for a consistent message, campaign success, and connecting directly to your marketing automation software.

Landing page

The landing page is an informational page that relays your campaign messages and is the landing spot from your emails and other correspondence. Landing pages allow for easy placement and distribution of content and can be a location on your website or an independent web page created within your marketing automation software.


The “program” brings a combination of marketing components together into a single, connected messaging platform designed to relay a particular message and provide data for analytics.  These components include workflows and email programs.


The content is what keeps your customers and prospects coming back for more.  Content can be any form of communication that is relevant to your specific message like articles, whitepapers, blog posts, news, updates, newsletters, and events, to name a few.


Analytics provide the critical business information that will measure success and future direction of your marketing campaigns.  The analytics are actionable data for proactive responses throughout the entire campaign process.

One of the primary benefits of marketing automation software is doing more with less and at a reduced cost. Marketing automation needs to be a logical tool with key components that every SMB leverages as part of their go-to-market strategy.

If you would like to find out more about how marketing automation could benefit your business, download our guide Marketing Automation – How to get started and accelerate!