4 Marketing Automation Objectives

Posted by on Feb 12, 2014 in Blog | 0 comments

4 Marketing Automation Objectives

Whether, you are new to marketing automation or are looking to implement one soon, it’s important that you set yourself up for success. Marketing automation is a complex platform that can increase your net of leads and improve conversion but you need to be focused on your objectives. Without clear cut objectives you are setting yourself up for failure.

Here are a few examples of objectives that we suggest:

1. Increase Inbound Leads
Marketing automation can help widen the net you cast for your inbound leads. One of our customers experienced inbound leads jump by 250,000 in 1 year. Aim to increase your inbound leads by similar numbers.

Here are a few ways to do it.

  • Identify your corporate anonymous visitors. Get demographic and firmographic information, names of decision makers and contact details. Get daily reports on new leads.
  • Track their digital behavior – blogs read, videos viewed, whitepapers downloaded.
  • Set up autoresponder thank you notes every time a visitor downloads your whitepaper/views your webinar.
  • Do a website audit to make sure you are following the best practices in online marketing.
  • Optimize your landing pages and build backlinks.
  • Build, release and monitor landing pages with no help from IT.
  • Capture your webinar registrants and integrate them into your database.
  • Add identified, inbound leads to your lead nurturing program.
  • Use lead scoring to prioritize your leads so you pass on the hottest leads to sales.

2. Empower Sales
Marketing automation is not just for the marketing department. In fact we recommend that marketing involve sales even while making a business case for marketing automation. Sales has much to gain from it such as:

  • Get a steady supply of qualified leads that have been nurtured.
  • Get complete lead history and lead intelligence.
  • Run targeted campaigns for specific accounts.
  • Receive notifications every time a hot lead does a particular action, like click on the Pricing page.

3. Tweak Campaigns Based on Lead Attribution Data
Reporting is one of the strengths of marketing automation platforms. Use it to track lead attribution. On a monthly basis monitor your reports on sales wins. Observe the journey they made through your funnel. Track the following:

  • Source: website, paid ads, referral, organic search
  • Pages visited and total time spent
  • Which ebooks, webinars and videos did they consume?
  • Which email campaigns did they open, click through and forward?

Once you analyze a few months of data you will be able to tell what kind of campaigns and content assets lead to maximum conversions and which types come a cropper. Measure ROI for each of your campaigns.

Suppose your product-based webinars and your Consult an Expert email campaigns led to the maximum number of conversions and ROI, spend more time and money making more of them. Cut back on less popular stuff like whitepapers and discounted offer email campaigns.

Tweak your future marketing campaigns based on outcomes. This can go a long way towards turning marketing from a cost center into a revenue center, thus making you more of a revenue marketer.

4. Increase Conversions
One of our customers experienced a 60% jump in conversions. So why not, aim for a similar number?

If you achieve the first three objectives you should automatically achieve a jump in conversions. Let me explain.

Increase in inbound leads = Lead quantity increases.

Empower sales = Lead velocity increases.

Tweak campaigns based on lead attribution = Lead quality improves.

Better lead quality and quantity plus higher lead velocity will help you achieve your fourth objective of a significant increase in conversions.
Want to talk more about marketing automation objectives? Write to me in the Comments section.


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