Marketing automation can be successfully deployed if companies have the right support system. Source: Shutterstock

Marketing automation can be successfully deployed if companies have the right support system. Source: Shutterstock

Treatwell: Successful marketing automation needs strong support systems

DIGITAL MARKETING is a very competitive space, and most managers are looking at automating activities to boost efficiency and creativity.

Treatwell, among other companies, has seen tremendous success with automation in the marketing space, said its Head of Marketing Automation and Technology Albert Abello Lorenzo recently.

Lorenzo revealed that the decision to embrace and leverage automation was necessary in order to enable the company to efficiently level up marketing activities without adding new resources.

A strong contributing factor to their success is having the right support for the marketing team from the company’s CEO, helping them embrace technology. According to Lorenzo, they were all well aware of the need to adopt an innovative solution; particularly one that optimized marketing activities.

The company has optimized its customer experience through an improved marketing automation strategy. With technology, Treatwell streamlines and structures its marketing activities across the region more effectively, deploying personalization features and more marketing relevance.

Evidently, this feat has marked a significant growth in Treatwell’s operations.

Lorenzo also revealed that success with automation is not measurable using KPIs. The technology is not supposed to perform at a certain capacity. Instead, the company succeeds with technology when marketing campaigns deliver on KPIs.

That’s the motivation in automating business processes; to achieve maximum efficiency in the most effective way and optimize results along the way.

The head of the marketing operation also added that the company had tried to measure how much success they achieved with automation, but ultimately, the technology is result-driven and best evaluated at the end of a marketing campaign.

Albeit, Lorenzo insisted that educating all parties involved in how the technology works, the value of the solution, and the way they can all benefit from automation, are key ingredients of a successful implementation.

Educating managers and employees on automation has driven the strong support system that Treatwell now has.

Treatwell also faced some challenges in terms of cross-functional collaboration when deploying the technology. In the beginning, Lorenzo explained that there were some obstacles in getting the data and technology team to work alongside marketing due to the difference in the nature of their functions.

However, driven by the same goals, effective teamwork and collaboration were achieved. The teams realized that an understanding of the product and the technology were vital to successful automation.

Ultimately, Lorenzo credits the automation for enabling the company to move in a progressive direction by expanding thinking capabilities and thought processes.

Instead of focusing on finding solutions, Treatwell, Lorenzo claims, is now more driven by rising opportunities to improve operation.

Lorenzo reinforced that challenges presented themselves throughout the marketing automation journey, but the team was determined because they believed the solution added value, improve business activities, and helped boost overall efficiency.