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What is Marketing Automation Implementation?

Marketing automation implementation involves setting up and utilising software platforms or tools to automate various marketing tasks and processes. Marketing automation software is designed to streamline repetitive marketing tasks, manage complex campaigns, and facilitate personalised customer communication across multiple channels.

So, how do you implement marketing automation and ensure it will hit the ground running smoothly? 

In this blog, we will answer this question, highlight the top three marketing automation challenges (plus solutions!), and include the steps for implementing marketing automation effectively.

For more information on what marketing automation is, who uses marketing automation and how to use it to streamline your business, check out our complete guide to marketing automation.

Marketing Automation Specialists

When implementing marketing automation, it is best to consult a marketing automation expert.

If you have one internally, someone with experience using and implementing marketing automation platforms, this is a plus! 

And if there is no seasoned marketing automation specialist, it’s just as easy to reach out to a specialist from a marketing automation software company to ask for advice on how to implement marketing automation.

Swift Digital’s digital marketing platform has marketing automation specialists with over 20 years of experience in implementing marketing automation for Government departments and other corporations. 

We are happy to answer your questions and help with your marketing automation implementation.

Marketing Automation Checklist

  1. Check off features and requirements as you receive them
  2. Break down the feature jargon
  3. An easy way to keep on top of what you need from your provider
  4. Don’t miss a thing when comparing platforms
Swift Digital Marketing Automation Checklist
Download Checklist

Steps For Implementing Marketing Automation

1. Define Your Goals

Some questions to ask yourself before you implement marketing automation and define your goals include the following:

What do you want to achieve with marketing automation? (e.g. communicate with stakeholders, generate more leads, improve lead nurturing, boost stakeholder engagement)
– What’s your need for marketing automation?
– Will marketing automation implementation save you time?
– Can your marketing automation platform fulfil your data sovereignty requirements?
– What is the outcome you want to achieve with implementing marketing automation?

2. Know Your Audience

Create personas for your audience, stakeholders and consumers. Creating personas will help you understand your audience’s journey and highlight the features needed when implementing your chosen marketing automation.

3. Selecting the Right Platform

Research marketing automation tools that align with your needs, budget, and team’s technical expertise. Ensure your data is protected and kept in Australia and that data security is taken seriously. Ensure your platform provides unlimited training, has Australian support, and has an email deliverability specialist team that will ensure your emails land in the inbox every time. Above all, make sure your marketing automation platform keeps data within Australia.

4. Australian Data Security

Research marketing automation tools that align with your needs, budget, and team’s technical expertise. Ensure your data is protected and kept in Australia and that data security is taken seriously. Ensure your platform provides unlimited training, has Australian support, and has an email deliverability specialist team that will assist you with making sure your emails land in the inbox every time. Above all, make sure your marketing automation platform keeps data within Australia.

5. Build Your Workflows

How you implement marketing automation will depend on how you want to build your workflows. Your marketing automation platform will help you design and implement marketing automation that includes mediums such as email marketing and SMS marketing, so you can conduct omnichannel marketing in one platform,  avoiding data silo and building more succinct nurturing campaigns and better communicating with your audience.

6. Integrations & Payment Gateways

When implementing your marketing automation, check that your platform has integrations and payment gateways to ensure you can capture essential data for your CRM and payment systems for your email campaigns.

7. Testing and Refinement

Run pilot programs to test your workflows and adjust before full-scale implementation of your marketing automation software. A soft launch is always a good start, whereby you select a smaller audience, whether it is external or internal, as apart of UAT of the new platform. This makes testing of the new tool more manageable.

8. Training

Implementing marketing automation doesn’t come without some challenges; we have identified the main ones below. To ensure a smooth implementation of your marketing automation software, check what training and resources your software offers. Training should be free, readily available, and with a stack of resources and videos. Upskilling and equipping your team is key when successfully implementing a new marketing automation platform.

Marketing Automation Implementation Challenges

Marketing automation implementation doesn’t come without its challenges, as most of you will know. We have three of the most common marketing automation challenges, plus we outline some solutions to these to ensure your marketing automation implementation does not stall.

1. Internal Alignment

Ensuring all teams are on board and achieving ‘buy-in’ is a marketing automation implementation challenge. Educating these teams to understand the marketing automation implementation process and its benefits can be another challenge. 

The key to the long-term success of any solution is just how easy and practical it is for the end user. Understanding how marketing automation works early in the process can save a lot of headaches down the road. Don’t get caught out by featuritis  – go for the solution with the most extended list of whistles and bells.


Over the years, Swift Digital has helped many organisations implement large and complex solutions. Still, when it comes to crunch time, they have found that they need more internal resources and expertise. The answer to this is, to get a demonstration of the marketing automation platform early in the process and involve the people who will be at the coal face so everybody is onboard from the offset. Book a demo of the Swift Digital marketing automation platform today.

2. Data Silo

It’s not uncommon for government communications teams to find themselves with a mixed bag of tools when managing the wide range of tasks to which they are assigned. Having too many tools or software on the go can result in what’s called ‘data silo’. Data silos can cause marketing automation challenges and headaches when trying to implement a new marketing automation solution.


When implementing a new marketing automation tool, look for an all-in-one marketing automation platform that keeps all your data in one place, including your email data, survey data, and campaign data. Accurate or complete data in one place can lead to effective targeting and good campaign performance and will be useful when moving from one marketing automation platform to another.

3. IT Vetting or Pre-approval

Getting your IT or security team on board with your marketing automation implementation is a skill itself! There is no point in spending time and resources assessing a solution only to find that it gets eliminated by IT.


Get your IT/ Security involved in parallel with or ahead of the marketing automation implementation phase. As IT assessments can be lengthy, starting early in the piece is vital.  A thorough assessment will include the vendor’s infrastructure, penetration tests, policy assessments and a wide range of security questions to ensure minimal risk to your customer data.

Tips for a Smooth Implementation and Getting Started

1. Embrace Ongoing Training and Learning

Introducing new software and platforms to teams can have mixed reactions. Some team members embrace the new opportunity to learn, while others can feel overwhelmed with learning another new technology. 

With the right support and service, it doesn’t have to be that way. When implementing marketing automation platforms, ask about three key things: training, support, and resources.

A good ESP will offer free training to ensure everybody has the opportunity to learn,and excel and have a good pool of resources to help you succeed in your role. They should have in-depth videos, a library of knowledge bases and real-life, real-time Australian chat support available whenever needed. Use these to ensure your marketing implementation is smooth.

2. Email Deliverability

Implementing marketing automation includes successfully setting up email deliverability. However, email deliverability can be a complete minefield for those who are not in the know, and it is constantly changing.

When implementing your new marketing automation platform, ensure that you have an email deliverability specialist who acts as the supervisor of your email communications and is there to help you define an email deliverability strategy that ensures you have the best-sending reputation possible and strengthen the credibility of your emails, making your marketing automation implementation a smooth one.

3. Marketing Automation Checklist

Use our marketing automation checklist, which lists the key features, training, usability and features that are key to a smooth and successful marketing automation implementation. 

4. Setting Goals and Objectives

This one may sound cliche and we have already talked about defining goals but this comes to when you get to crunch time, actually implementing your new marketing automation platform.

So onboarded is nearly complete, now is a good time to set goals you want to achieve with your new tool with your dedicated Account Manager.

It might be that you want to increase engagement with your communications from within the company, or you want to be able to integrate your new platform with your CRM, or it might be that you want to set up automated workflows that save you heaps of time! Set your goals early.

Swift Digital Is the Marketing Automation Specialist You Need

Successful marketing automation implementation is a skill. If you don’t have a marketing specialist within your team or at least at arms reach, don’t worry. 

Swift Digital has over 20+ years of experience implementing marketing automation platforms across government departments and larger corporations.

It works closely with you and your organisation to ensure that marketing automation platforms such as Swift Digital are made easy. 

We have an onboarding team that will ensure they assist you each step of the way to implement your new marketing automation platform, as well as a skilled Australian support team who are available throughout the day to answer your questions, screen share and help you get up and running once your marketing automation is implemented.

The Preferred Email, Events and SMS Automation Software For All Australian Government Departments

Swift Digital’s templates help you effortlessly create stunning emails and events communications using our drag-and-drop email and event builder.

You can raise engagement with embedded images, videos, polls, article feedback, and emojis and schedule messages to send at the right time.

Government departments’ unique marketing requirements are covered with Swift Digital, and full compliance with all anti-spam and privacy laws is guaranteed. Swift Digital is also ISO 27001 certified.

Find out why we’re the Australian government department’s top choice for their professional communications and events.

To find out how your business can get the best out of Swift Digital’s platform, contact our team today.

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