Marketing departments are increasingly adopting marketing automation technology as they discover the power of using buyers’ digital footprints to send relevant, timely and personalized marketing communications.
At Sparxoo, marketing automation technology is one of our specialties. Time after time, clients turn to us to help them harness all of the automation functionality in their specific instances. Whether they’re using Pardot, Oracle (Eloqua), Marketo, Aprimo or any other provider, here’s a list of the initial steps we almost always recommend:
Integrating Your CRM
In order to truly maximize all of the features and benefits of a marketing automation system, it must be integrated with a CRM database. Syncing data between the two systems allows information to be transferred freely, and that transfer is what drives most of the triggered and automated actions. Without this integration, a marketer is merely scratching the surface of what’s possible with a marketing automation system.
Giving Leads a Report Card
To close the best deals quickly, sales teams need to prioritize the leads who fit their ideal customer profile and are more inclined to make a purchase. This can become complicated at a larger scale—after all, hundreds and thousands of leads can’t be evaluated manually by a single salesperson.
Lead scoring, which assigns a score to each prospect based on their activity on the company website, allows sales team members to identify which prospects are more interested in buying from them.
Additionally, grading comes in handy when you’re trying to determine if the prospect is a good fit for a product. By combining scoring and grading metrics, marketers and sales team members can cherry-pick the prospects who are more inclined to make a purchase.
Playing IP Address Detective
Most marketing automation systems will track anonymous visitor data, and based on the visitor’s IP address, they can match that data back to a company. This feature is particularly helpful if a sales team has members of the ‘hunter’ variety; they can gather these company names and—with a little guesswork and crafty LinkedIn skills—can usually identify exactly who visited their website. This makes cold-calling just a little bit warmer, and ultimately increases conversion rates.
Establishing Real-Time Alerts
When you create notifications and page actions for high-priority website pages—such as a pricing page—you can use the system to send notifications of that prospect’s webpage visit to the prospect’s assigned salesperson. This allows the sales team to connect with the prospect while they are in the research and buying mindset; it enables the sales team to have the right conversation, at the right time.
Creating Forms for Live Events
Most online marketers understand the necessity of forms for capturing leads on their website; they often use these forms to gate premium content, such as whitepapers and webinars. However, using forms at in-person and live events—such as tradeshows—is often overlooked.
With the help of marketing automation technology, a marketer can easily create a form that allows tradeshow booth attendees to submit their contact information to enter giveaways, request more information or any other activity related to the live event. This eliminates the need for business card collection, and when paired with an email drip program, it helps you start a relationship with the prospect before they even leave the show.
Calculating Return on Marketing Investment (ROMI)
The holy grail of marketing analytics is the metric known as return on marketing investment, or ROMI. Often times, ROMI is difficult to calculate because lead and sales data is stored in different systems that are too difficult to connect.
By using a marketing automation solution tied to a CRM, a marketer can track how many leads or customers were generated by an activity. Since the system is connected, this tracking can expand all the way through the buyer’s journey and attribute revenue directly to a marketing action. This return on marketing investment data is exactly what company leaders are looking for, and it can help justify marketing budget growth.
In the past, marketing automation was just another portion of the job for most marketers. Today, as the technology becomes increasingly specialized, marketing automation is almost completely a job role in itself. As a result, we greatly recommend working with an agency partner such as Sparxoo to truly understand how you can make the most of your marketing automation system. If partnering with an agency or specialist isn’t possible, follow these tips as a starting point and then learn more about marketing automation.