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I started out in the very beginning of the marketing automation revolution. I had an art business and artists were my primary client.
I began turning my paid speeches into online videos and it became increasingly difficult to manage without a backend system. Thank goodness this was around the same time that marketing automation software platforms were first becoming popular.
That’s when I invested in a platform that was built by a start up and it promised a lot of functionality, but the team was never able to deliver on it. It didn’t work out, I decided to cut my losses here and I began to think about my next steps.
This is when I began my real education into the automation space. I read Chris Lema’s reviews of different platforms and eventually I found my way to Memberium which was compatible with Infusionsoft and Active Campaign. This worked great!
What really helped out during this period was that a partner I was working with was a certified user of the platform and they acted as a coach and guide which sped up my own learning curve dramatically.
From that point I was able to build my first marketing stack. I was able to get subscribers, use facebook ads, and get my funnel going. Now I was in business!
In the back of my mind I kept wondering if I was overpaying and if there was a simpler, cheaper way I could be achieving the same success or greater. I didn’t need gamification, badges, or quizzes that a lot of other online learning companies use so I felt like I could perhaps go simpler.
There is just so much that goes into setting up a marketing stack especially for a first timer. You have to make sure that all your platforms can handle the job and that they play nicely together too.
Then there is the ongoing training and maintenance which takes valuable time away from other areas of your business so you have to calculate how that is going to affect the rest of your operation. Plus you also have to manage anyone you bring on to help oversee your automation system. And on top of it all, none of this is necessarily adding to your bottomline!
I’ve also kept an eye on developments in the marketplace. When a new platform comes along I’ll make sure to read up on it and see if maybe it’s a better fit than a current part of my stack. Right now Infusionsoft and Active Campaign are by far the leading platforms, but there are tons of others out there.
A strategy to build your marketing automation stack that gives you the proper support to grow your business.
This article is based on an EHQ interview with the mentor.
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