Marketing automation management requires a fundamental understanding of marketing automation technology and a commitment to implementing and improving strategies as needed. Although the marketing automation software streamlines and automates most of the processes, it will still require a human touch to get the most from it.
Here are the top 8 tips for marketing automation management:
1) Utilize the Complete Marketing Platform
Marketing automation software is not an email campaign tool. It’s a comprehensive marketing platform that can enhance processes for qualifying prospects, managing communications, and following up on inquiries. When implementing marketing automation software, focus first on developing the processes for your business and then use the software to further simplify the process. It will only work well if you start with complete processes.
2) Use Campaigns to Define Segments
A beneficial approach to defining database segments is to begin at the top of the sales funnel and then develop campaigns to define and segment similar groups. Every new campaign is an opportunity to further segment your database until you have an inclusive profile that fulfills all of the qualification criteria. A market profiling campaign will lay the ground work for obtaining potential contacts, if you don’t currently have a strong database.
3) Develop Lead Scoring System
Marketing automation management involves constantly reviewing user activity, especially when you first start out. This can become challenging, as the size of your database and number of campaigns increase. That is why it is necessary to develop a lead scoring system and segmentation process designed to prioritize leads. Lead scoring rates the various types of content you send out, by giving each one a value based on likelihood of conversion. Potential leads are then scored based on what content they choose to view.
4) Utilize Progressive Profiling
Requesting information from prospects that can be obtained without their assistance is counterproductive to marketing automation management and a waste of a lead’s time. Progressive profiling and prepopulated forms allow you quickly profile prospects. By eliminating repetition, this will also streamline and enhance the user experience.