Editors note: I wrote this article on Linkedin in 2014 after joining Marketo. It has not been updated or revised in any way because I wanted to preserve how poor it was for sentimental reasons. 🙂
I am just going to jump right into this article because no one cares about fluff and I know you’re busy (chalk it up as my first “no-no” in content writing… because it’s my first article.) With that said, I present, marketing automation success factors:
1) Powerful Automation – It exists, USE IT! No need to manually check and see who has filled out that landing page form, decide what action to take and then manually execute it. In the spirit of social media and since I will be posting this on Twitter, let’s use a hashtag, #automatethat. Automation will increase efficiency and drive relevant content to prospects and customers that will lead to more closed (won) business. This is just scratching the surface of how powerful marketing automation can be. To dive deeper, check this out: The Definitive Guide To Marketing Automation!
2) Intelligent Nurturing – Build relationships with your customers and prospects. That’s what this is all about. You can’t easily do that with an email service provider by sending batch and blast emails. Nurturing allows you to provide the right content, to the right person, at the right time. that is relevant and engaging. Segment your nurture tracks based on persona, stage or product of interest and then let the relevant content flow. For example, you may want to recognize a CEO and automatically send him a whitepaper on the business benefits of your product/ solution, then send him a case study on a similar company you have had success with and finally send an ROI calculator to convince Mr. CEO that now is the time to buy. All of this nurturing, or delivering specific content, can be set up once and then left to run automatically. Again, this is just a piece of the pie but you can click here to dig in.
3) Align Marketing and Sales – Wouldn’t it be great to have your sales team follow up with all of the new and qualified hot leads you are generating? Marketing Automation software can send sales alerts to specific members of your sales force as soon as prospects complete a designated action on your site. Reports can even be run to show how prospects are interacting with your site. For example, if a prospects hits your site and visit the pricing page, this could be viewed as a hot lead and trigger an alert for sales to follow up right away. However, if another prospect visits the careers page, that is probably someone looking for a job and sales should hold off on that phone call. Please note: make sure your software is smart enough to know the difference, because the last thing you want is sales complaining about “bogus” leads being sent their way. On top of that, reports can be sent out that shows all of the leads that are interacting with your emails, site, and landing pages so that sales can target warm leads instead of making the usual cold calls.
4) Replicate Success – It’s important that when you have a successful marketing campaign or activity that you’re able to quickly replicate that success with ease. With some marketing automation, you can replicate success in minutes by cloning entire campaigns, including all emails, landing pages, etc., with a single click. For example, let’s say you had a very successful roadshow in Boston on the 3rd of September and you wanted to run it in New York on the 13th of September, just click the campaign and clone, rename it, change the keywords for dates and city name, maybe drag a new image of the beautiful New York skyline and BAM! The software will change everything for you and you’re done.
5) ROI – Need I say more? Honestly, I couldn’t say it better than Michael Berger, Marketo’s Director of Product Marketing did in this article. Here is one of my favorite snippets from the article:
“Using a single lead source used to make sense, back when buying was a simpler and more streamlined process. Prior to the age of digital marketing, a company would advertise, a lead would respond, and a sales rep would follow up. Capturing the sole source campaign, or the “first touch” made sense, because immediately after that touch, the lead would be assigned to a sales rep for follow-up.Those days are well behind us.Today, there are typically many touches before a lead is ready and willing to speak to a sales rep, or to buy. I’ve heard numbers as low as five touches, and as high as 23. In other words, individuals are definitely having more than one touch, or engagement, with a company before they buy. Touches could include emails, webinars, phone calls, tradeshows, ebook downloads and more.”
To see why reporting on single-touch does not tell the whole ROI story, please read the whole article. Proving your value across all marketing activities using multi-touch reporting will help create buy-in from your executives and lead to bigger budgets for you down the road.
To conclude, there is a lot of factors that lead to marketing automation success but with that said, I’m done. More fluff would go here, but I won’t bore you with that. Anything I missed or that you would add? Feel free to post in the comments.
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