Lead Liaison

Taking the Next Step after Implementing Marketing Automation

/0 Comments/in , , /by

Taking the Next Step after Implementing Marketing AutomationAs important as planning is to the success of marketing automation, it’s also important not to drop the ball after a marketing automation campaign is implemented. Unfortunately, marketers often tend to struggle with the next step after implementing marketing automation. Most often, these areas include starting small, sourcing quality content, and implementing steps for passing leads on to sales management as quickly as possible.

Begin with Micro-Campaigns

Many times, marketers are so excited at the prospect of launching a marketing automation campaign that they try to implement too much too soon. The key to success is to drive some valuable activity to your marketing automation system right away. Launching small campaigns by targeting great prospects, including existing customers, can generate high-value activity. Try offering valuable information and educational content to encourage leads and get them excited about what is to come.

Sourcing Good Content

Among the biggest bottlenecks many marketers face is trying to source good content while keeping it updated, fresh, and relevant. Planning ahead can help to eliminate many of the struggles associated with sourcing good content. It is vital to the success of an automated marketing campaign to always have a steady supply of quality content. Consider the different types of content available, and plan to include a mix of content genres to keep things interesting. For example, mix it up between articles and videos, blogs and infographics. Sources should be updated frequently. The ultimate goal is to deliver fresh content that will help target leads to move to the next stage of the sales funnel without delay.

Tips for creating good marketing content.

Pass It On

The results of an automated marketing campaign are only beneficial if they arrive in the hands of sales managers as quickly as possible. Establishing report subscriptions to deliver valuable data from the marketing automation system to the right people can ensure that leads are acted upon quickly, before they grow cold.

Following these easy steps can help in getting data flowing into an automated marketing campaign once it is implemented, and ensure the greatest degree of long-term success.

Lead Liaison

What You Need to Know to Make Your Marketing Automation More Effective

/0 Comments/in , , /by

What You Need to Know to Make Your Marketing Automation More EffectiveThe benefits of marketing automation are well known, including improved lead management, staff efficiency, marketing ROI, and increased sales. Even so, not all marketing automation campaigns are as effective as they could be. The tips below are provided to make your marketing automation more effective.

Planning Is Primary

The first and most important step in developing an effective marketing automation campaign is identifying and fleshing out goals for connecting with leads. Whether that is through social media, email, website content, or a mix of methods, it is important to consider the best ways to communicate, as well as how frequently to communicate with leads, to obtain optimal results.

Gathering Data

The process of building an effective marketing automation plan relies heavily on understanding as much about a target audience as possible. Taking the time to gather and analyze data for the purposes of determining a lead’s choices is well worth investing the effort and time.

Tell Prospects What to Do

Including a clear call to action is vital to help prospects uncover the information they want while also driving follow through. By linking a call to action with an offer, a marketing automation campaign gives prospects greater incentive to take the next step. This is particularly important for prospects at the top of the sales funnel.

Scoring Leads

Among the greatest benefits of marketing automation is the ability to score leads. While marketing automation tools are great for driving leads, it should be recognized that not all leads are the same. Some leads are hot, while others are simply should be passed by. Lead scoring helps to discern the difference between the two, and ensures that valuable time and effort is not wasted on leads destined to generate little return, while simultaneously focusing more effort on leads with the most potential to convert to paying customers.

The process of building a new marketing automation plan can at first seem overwhelming. If you approach the process in a step-by-step manner, however, the process becomes simpler and sets the stage for greater success.

Get Help Making Marketing More Effective