By Ellen Gomes
Marketers live and die by their automation solutions. Without them, everything is done manually, doesn’t scale, takes too much time, and ultimately descends into chaos.
It would seem marketers don’t need any other tools. However, marketers often work with other teams across the organization like developers, product management, and even the accounting folks. And in that work, there’s a lot of time and energy spent passing information back and forth between those teams, who are, you guessed it, using project management tools.
Wouldn’t it be so much easier if project management software did all that busy work for us?
It would. And they can especially when they are integrated with your marketing automation solution. Here are three reasons you should consider integrating your marketing tools with project management software.
Because Your Campaigns Are Projects
Some, not all, marketing teams need the help of project management tools in order to successfully plan and manage their campaigns.
For example, trade shows require a lot of pre-planning around staffing, collateral, and location booking, to name a few. Pulling together these plans can take months (or longer). Integrating a project management tool with your marketing platform allows you to plan longer projects like these in advance. An integration even makes it possible to easily access your marketing data like client lists and conversion metrics so you can keep relevant data with the project so you can better plan the next trade show presentation.
As another example, website-related projects definitely require project-level coordination between the marketing and development teams. You can keep both teams on the same page by having your web development team and marketers working together through an integrated project management tool that then speaks to the marketing automation platform. For example, campaign dates can be synced with project schedule so that if anything changes on either the marketing or dev side, then both teams are in the loop.
Because Product Should Talk to Marketing More
Product teams and marketing teams require regular and consistent communication to, for example, stay on top of campaign planning for new product releases. Consistency across project management and marketing automation platforms is the best way to keep marketing, design, and product development teams in sync.
Practically speaking, you can implement alerts within your automation tools when key product delivery milestones are met.
You can also create shared repositories so your marketing team can share assets used by your design team, and both groups can easily communicate about and share feedback on design updates to the product itself. By sharing data and assets, and supporting communication this way, you and your team won’t get lost in email chains referencing data or changes that one or both teams can’t see.
Finally, design teams tend to produce or have access to conversion data and heatmap data that can be extremely useful for marketing. Seeing where visitors are clicking on the site and what site designs work best backed with data can help you design your marketing campaigns. Set up an automated weekly report in your project management Go to the full article.