Before you start walking, running and flying through the world of marketing automation, we need to have your marketing automation platfrom set up correctly.
This onboarding checklist is designed for your company as an audit. When getting started with marketing automation, we’ll go through the following process line-by-line with you. It covers every feature of the platform, and will effectively identify the next steps that need to be taken to get you up and running.
From here on in the guide we will assume you have been through your initial onboarding meetings and finished the basic setup outlined above. We will assume:
- The account is set up
- Users are setup
- Tracking code is created and posted
- Any 3rd party services are connected to your account
- Google AdWords is set up
- CRM is set up
- Webinar services are set up
- Social Media is set up
- Text messaging is set up
- All forms have been converted
- Our marketing automation forms improve conversion rates since they can autofill information already available in the database
- First email is sent to drop cookies on current leads in database
This section includes a few simple steps to get you moving in the right direction. It should deliver immediate value for your business.
Now that we’ve made a start, let’s build some momentum with more advanced automations. These strategies will take your lead generation and sales to the next level.
You’ve got it down. Marketing automation is no longer a mystery. You should think about the entire Fly section as combining the various tactics you learned about earlier in the guide to create new, more powerful solutions. As you “fly”, it’s no longer about segmenting based on demographics or behaviors or using dynamic lists or notifications. Instead, it’s about combining these tactics to create incredibly personalised, engaging and effective solutions that drive more revenue and increase your marketing ROI.
Practice Segmentation Jujitsu
You’re becoming a pro. Use Dynamic Lists to slice and dice your data – this will help you to discover valuable insights.
- Are the customers who are interested in product 1 also interested in product 2?
- If a customer downloads a white paper, are they more likely to purchase a product?
- Are leads from a specific demographic location more likely to buy?
- Which content (eBooks, white papers, case studies) is most valuable to the sales process?
- Can that content be made more prominent on the site to drive more leads?
Dive into Campaigns
We give you the tools to track anything and everything from a marketing perspective, so that you know what’s working and what isn’t. Use this knowledge to stop wasting resources on ineffective strategies and invest more into the tactics that are working. This will drive more leads back into the top of the funnel.
The comprehensive set of analytics tools allows you to track every lead that enters a business. This is done through:
- UTM codes/referrer IDs
- Dedicated landing pages
- The “How did you hear about us?” question
Uses these tools to optimise your marketing spend across your entire funnel.
You are enabled to review your data through the prism of closed-loop analytics. This means looking at all the deals that have been closed and attributing them to the sales and marketing tactics that worked. By looking at your data from the perspective of all the closed deals, you can gain insights on campaigns that are wasting money.
For instance, you might have a campaign that generates 100 leads at a cost per lead of £5, but if only one of those leads becomes a deal, your acquisition cost is £500 for that campaign. Compare this campaign with a campaign that generates 20 leads at a cost per lead of £10. At first, this might seem to be a less efficient campaign, but if half of these leads become deals, your cost per acquisition with this campaign is £20 – a fraction of the former campaign. Close-loop analytics means sitting down to calculate your campaign’s impact on the bottom line.
You need to see the progress you are making. Export the data you are collecting and share the reports via email.
If you forget everything else in this book, remember that marketing automation empowers your sales and marketing process with high-converting, one-on-one communication.
Finishing this guide is just the beginning of your journey. There are no limitations to what you can do.
The magic of marketing automation deserves your creativity. There is so much opportunity to build webs of workflows and dynamics lists that replicate a person-to-person experience.
We are building a library of resources and tools to help you continue your quest. These resources include tools for using your marketing automation platform, strategies for your campaigns and technical support.