All posts tagged Automation

The Importance of Focusing on the Right Marketing Metrics

by JFung on July 15, 2011 in Other with No comments

The most sophisticated marketers focus on the metrics that matter most. Remember the good old 80/20 rule? Let’s spend some time discussing how to spend our marketing budgets wisely.

To start, the two most essential sources of data come from the sales funnel and marketing campaigns. The sales funnel is an important component because it allows us to improve performance by setting benchmarks and continuously testing our efforts. Sales funnel data continues to push the boundaries of successful campaign executions while at the same time eliminating campaigns that don’t work.  When we know what is happening within each step of the funnel (which leads are progressing and which aren’t showing any movement), we can better assess which nurturing campaigns will work to revive leads that need an extra push and nurture the ones that are moving towards the end of the sales cycle.

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The Key to Effective Marketing Campaigns: Data Hygiene and Segmentation

by JFung on July 14, 2011 in Other with No comments

Data hygiene is a key factor in the marketing and sales process. The more precision we apply to profiling contacts and the more keen we are at keeping our database information-rich, the better we are able to extract data, segment leads and execute campaigns based on relevancy.  The process of communication with prospects and customers is dependent on the relevancy of the messages we send out. The more targeted we are at profiling our prospects the greater are the chances for engagement. It’s simple; when we use messages that pertain to a prospect’s level of interest, they are in turn more open to communicate with us.

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Re-Engagement Campaigns: Revive “Inactive” Leads

by JFung on June 28, 2011 in Nurturing Campaigns with No comments

Re-engagement campaigns are the marketing activities that give a database that extra boost. Some leads are hot and others need a bit more work. Contacts in your list that haven’t shown any activity may be “inactive”, but “inactive” leads are not necessarily dead. The leads that haven’t been responsive to your marketing campaigns can still progress down the sales funnel – they just need a little extra love.

Re-engagement campaigns work to resuscitate “inactive” leads using lead nurturing campaigns that attempt to trigger a response from inactive contacts. It never hurts to test out old lists with new campaigns since one of the biggest reasons for inactivity is wrong timing in campaign execution. Your initial messages may have been relevant and valuable, but your timing was off.  Timing is everything in customer engagement and it all depends on which stage of the sales cycle each lead is in: some leads may be further along in the funnel while others are in the beginning stages just doing research or looking to buy at a later time.

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Establishing a Lead Management Process

by JFung on June 24, 2011 in Other with No comments

In a recent survey conducted by DemandGen Report, 50 early marketing automation adopters were asked “What would be the first thing you would suggest to another organization upon rolling out a marketing automation system?” Over 75% said before anything else, they would “build a proper process to feed the automation system first.”

It’s very hard and next to impossible for marketers to achieve goals without having a set process in place. The kind of process we are talking about is one that feeds the CRM with sales ready leads as a result of marketing campaigns and activities. You may be thinking to yourself “lead generation is of primary importance to me.” Although lead generation is crucial (seeing as more and more leads fall out of the funnel with each transitional stage in the sales cycle), lead management remains an integral component that entails passing on sales ready leads to the CRM for the win.

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Marketing Automation: Finding the Opportunity to Increase Campaign Efficiency, Reduce Time and Eliminate Human Error

by JFung on June 15, 2011 in Marketing Automation with No comments

Manual marketing processes are so limited in their capabilities that they often leave marketers with issues that simply don’t concern them. Instead of spending time thinking on a strategic level, marketers are occupied with tedious, repeatable tasks. The problem with this is twofold. The first is that marketers are losing revenue by investing heavily on internal resources to execute campaigns, and the second; marketers are losing time on deployment (especially in multi-channel campaign management.)

You will be interested to know that Best-in-Class Performers are allocating the most revenue expenses to their marketing and sales process. They know that deploying successful campaigns is the lifeline of their business: Without demand generation and qualified leads there is simply no prospects to sell to and no customers that would buy.

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