Marketing automation relies on a structured approach to avoid the paralysis rampant in complicated environments. In our marketing automation consulting, we run into complexity too often because there is typically not a clear strategy for how to manage inbound leads. This can be avoided with a larger picture in mind around campaigns.
A marketing automation campaign revolves around the Lead Flow and Lead Scoring rules of an outbound email campaign or an inbound Lead Form. The logic built around how a site visitor to a landing page moves through the buying process has to be carefully thought through. Here are some ways to ensure your campaigns are robust for a simpler and more manageable environment:
- Segment Buyer Profiles. Each prospective buyer needs to be identified and placed into special buckets for what their psychological profile and desires are. Your salespeople typically know this information and it needs to be captured logically. By so doing, you will be able to have an understanding of how to build specific one-to-one marketing campaigns that are customized to each type of buyer.
- Map Out Buying Process Steps. This has a lot to do with the buyer profiles you have built. Create a flowchart or decision tree which outlines the natural steps a buyer will take for each profile. This may create multiple types of communications, actions and offerings from your organization.
- Create A Content Relevance List. For each process, what are the content pieces that will bring the most value? These need to be developed with personal, relevant and timely automation and delivery. The checklist of content which needs to be created or curated has to be part of the overall campaign strategy and task list.
- Apply Meaningful Scores. When your buyer consumes content or behaves a certain way online with your landing site, pages or forms, augment their buyer profiles with increasing scores to help your sales team to take action. The scoring needs to be tested, but the starting point should translate qualitative behaviors into quantifiable results for action.
The framework for building your marketing automation campaigns needs to consider these different approaches and setups. Segment the various campaigns in your system in a logical and ordered way. As you launch and test campaigns, some may become obsolete over time. You can then work in a modular way to remove, change, enhance or reorganize your marketing automation system as needed.
How are you approaching your marketing automation campaigns? Feel free to comment below.