The following is a guest blog post by Jennifer Michelle, Founder of Michelle Marketing Strategies.
You fought to get it, you worked hard to set it up. Now you need to justify that investment.
The question is, can you?
Too often, companies wind up using only a small portion of the features their software offers them. Maybe they focus only on email marketing. Maybe they never got around to adding progressive profiling on their forms. Scarier still is when features are being used incorrectly and no one on the team is aware of it.
Here are the questions you should be asking to make sure you are getting the best out of your marketing automation software.
The actions people take on your website are the first area of focus. Are people successfully downloading your white papers? Are they responding to the follow-up emails you set up? Are they requesting demos?
Problems in this area are the most obvious and are easily prevented by testing during program set-up. However, sometimes problems arise down the line when changes in one part of the software inadvertently impact your programs. For instance, you may not have realized that you need to flag emails in trigger campaigns so they are not affected by weekly email limits. This kind of beginner error can lead to people downloading reports but receiving nothing. Luckily, it is easily remedied by regular reviews of your programs and communication limits.
Your Sales Team
Think about how your team – marketing and sales – uses your software. Are the right people being notified when someone downloads a report or watches a video? Is the notification somewhere they will be sure to see it? (It’s no good showing an alert in your CRM if your sales team just focuses on their email.)
Go beyond simple alerts – find out if your team really understands your workflows and what kinds of nurture programs you have set up. Yours would not be the first marketing team to discover sales representatives are building emails by hand when you have already designed templates. Or, worse, that they are sending emails off manually on the same days you are sending automated ones.
This goes hand in hand with lead scoring. Does your team understand how your lead scoring system works? More importantly, is it working the way it should? Review your top scorers and see if they truly are your best prospects. Review your low scorers, too, and see if any good leads are being missed.
Have a Strategy
You cannot get the most out of your software if you have no roadmap. Plot out your workflows and regularly review them to make sure they still match your goals. Then compare them with your automated programs and look for discrepancies. Do you have redundant workflows? If so, is that intentional?
Take a peek at your content strategy. Does new content get added to your ongoing nurture programs? Is your sales team aware of your new content or your thought messaging goals? Your content is designed to help your sales team close deals; make sure they are in the loop.
Look for Gaps
Think about your audience segments – both prospects and customers. Are there nurture or re-engagement programs targeted to each segment?
Review the capabilities your software offers – are you using all of them? If not, is that by design? If you are using them, can you see ways to use them more effectively? For instance, If you use forms, have you set up progressive profiling?
Can you measure results by individual program as well as by marketing channel? If so, are you making use of that information? Are you able to track not just Clicks and Downloads but also Customer Acquisition Cost, Lifetime Value and Return on Investment?
Most marketing automation companies offer a thorough knowledge base of videos and articles on every feature. Use it. Even if all you do is browse through the topic areas, you may discover features you need but didn’t realize you could access.
Some companies also have communities or user groups that can help answer questions or show you new ways to use their software.
Whenever possible, have your Account Executive set up templates for workflows and reports so you have something to refer to. (Be careful not to overwrite these!) You may also be able to arrange a time with them to review your programs.
Most of all, set up a schedule to regularly assess your marketing automation programs. As these are central to your lead generation and analytics activities, you need to know how they are performing. Review visitor behavior and see how your sales team is interacting with your leads. Find out how well the sales team understands your content strategy and workflows. Look for aspects of the software you could utilize more fully.
Regular reviews help you stay on top of the details and ensure you are getting the most out of your marketing automation.
And that’s how you justify your investment.
So busy you can’t see the forest for the trees? Let Michelle Marketing Strategies conduct a thorough assessment and make sure your marketing is working the way you planned. Assessment packages address marketing automation and are available for Lead Generation, Marketing Analytics and Adwords.