There is no perfect marketing process. But there is effective automated marketing. Getting to perfect is a lost cause. This would require the world to stand still and the fickleness of buyers to align with a formula.
Getting to effectiveness is a search for resonance. It is achieved through continual iteration. The secret to the new economy is about iteration. Another phrase is to “fail forward fast.” Creating the breadcrumb trail which nurtures and wins your buyers relies heavily on experience, intuition, analytics, art and science. Our ability to decipher the digital footprint of exactly how people are moving through the buying process is a critical asset.
Thus, marketing and sales success ultimately will be found in the talent behind the system. All the tools exist. Using them in a way which gets a predictable and repeatable result, namely revenue, is what differentiates.
If you commit to iteration, you are committing to success. Here is how to fail forward fast:
- Design the decision tree thinking as the buyer
- Look for conversion drop offs
- Create logical next steps which engage
- Measure and refine
- Use sales engagement in a timely way
- Hone in on scoring towards desired buying behaviors
We live in the age of speed. Part of the luxury is having continuous, real-time feedback which we can leverage quickly into our buying systems. If we are students, then we are ultimately masters of our marketing destiny.