Digital Marketing Automation that Scales: RevOps Approaches for Multi-Location Brands

Building a sustainable business starts with establishing repeatable processes. As your company picks up steam (and clients), you won’t have as much time as you did in the beginning to think up clever marketing campaigns, for instance. 

That doesn’t mean your marketing will no longer be effective. You just need to be strategic about how you use your resources. To that end, automating certain tasks and processes goes a long way to help free up your marketing and RevOps teams for revenue-boosting initiatives. 

Digital marketing automation can take on an even greater urgency if your business has multiple brick-and-mortar locations. With a thoughtful approach to marketing automation, your RevOps team can concentrate on tasks that truly move the needle.

The Challenge: Scaling Marketing Across Multiple Locations

Keeping up with an expanding business can already present challenges for marketing departments. Your team needs to maintain larger amounts of client data while pushing out a consistent and cohesive message, among many other things. 

When you conduct business in multiple regions, the marketing team also must personalize campaigns to suit the varied behaviors and preferences among clients. Ensuring message discipline while empowering district managers is akin to walking a tightrope. Many executives in these types of positions start to focus on simply treading water instead of focusing on automation, which drains even more time. It can be a vicious cycle. 

What is RevOps, and Why Does it Matter for Marketing Automation? 

RevOps, or revenue operations, is the radical alignment of multiple departments—sales, marketing, and customer relations—to maximize revenue. Breaking down silos between codependent teams can ensure that everyone responsible for client success is working off of the same data and processes. 

For instance, let’s say a potential client has visited your company’s website and downloaded one of your free guides. The next day, the same individual visits multiple service pages. Together, those two actions lead to a score for the potential client. 

An effective RevOps strategy and platform can automate a score and notify the sales team. All the information on that lead gets entered into the easily accessible CRM, which benefits marketing and customer relations. 

Core RevOps Approaches that Enable Scalable and Automated Digital Marketing

As your business expands, your marketing and RevOps teams will need to lean on each other to ensure the growth remains sustainable. Paying attention to these four areas is important for your revenue teams’ abilities to scale.

1. Unified Data Infrastructure

Your marketing team isn’t optimizing their time if they’re constantly having to ask the sales team about potential clients. Putting data into a central (and easily accessible) repository ensures everyone’s working off the same information. Automating the formation and structure of data can help accomplish all of these objectives.

2. Automated Lead Routing & Scoring

Another tool that can save your RevOps team a bunch of time is automated lead scoring and routing. Giving each potential client the right treatment without diverting resources away from your team automatically puts leads on the right people’s radars and warms them up before they speak to an actual human. 

3. Multi-Touch Attribution at Scale

Leads are more than their last interaction or touchpoint, and multi-touch attribution can appropriately score them based on their full history with your company. More context is always better when it comes to potential clients.

4. Workflow Automation & Standardized Playbooks

The right CRM or digital experience platform (DXP) allows RevOps to customize automations, which comes in handy when you have multiple locations with unique conditions and client behaviors. Automating digital marketing operations also allows RevOps to launch marketing campaigns and new client features efficiently.

How to Get Started with RevOps-Led Digital Marketing Automation

The first step in optimizing your company’s digital marketing automations is performing an audit on your existing platform and technology stack. If you don’t think it can help your multi-location business scale on its own, it might be time to consider a more robust digital marketing automation platform. 

Once you have the right technology in place, ensure everyone’s working on the same goals. 

Which key performance indicators (KPIs) will move the company forward? Does every RevOps team member have access to relevant data? Have your revenue teams scheduled regular meetings to gauge the new software’s effectiveness? Answering these questions helps ensure you have a solid plan in place.

If you have the time to do so, consider launching your new digital marketing automation software in one or two locations before rolling it out to everyone. Data from these pilot programs can then inform the larger implementation. 

Combine RevOps with Local Digital Marketing Technology for Scalability

No RevOps framework can truly flourish without digital marketing automation technology that allows efficient scaling. As your company grows, you need a platform that supports repeatable processes and intuitive automations to save your team valuable time. 

Companies that address scalability in the beginning have much better chances of standing the test of time. PowerChord understands that multi-location companies have extra considerations when it comes to automation in digital marketing, and our customized software accounts for these nuances.  

Schedule a chat with our team sometime to find out how we can make your life and the lives of your RevOps employees easier.