In this article, you'll learn...
- How to get the most from your marketing automation software
- Five marketing automation must-do's that boost efficiency
As marketers continue to face loftier goals while still down a player or two, many of them have turned to marketing automation (MA) as a way to accomplish more with less.
MA software, which streamlines and automates marketing activities, has been a focus of many marketers for some time. Using a single system, marketers are able to manage prospect and customer databases, track individual activity, and personalize their messaging.
In most cases, a series of impressions precede a prospect's taking action. Thus, marketers are building more and more complex programs with a variety of activities to generate and convert new leads. Implementing MA software has allowed marketers to run—despite their limited resources—a variety of segmented, multichannel campaigns.
So, how can you continue to capitalize on your marketing automation investment and kick your efficiency into high gear? The following five steps will help you do more with less, and get the most out of your marketing automation software.
1. Build a welcome campaign
Estimated time required: 10-15 hours
You've probably heard of a welcome campaign, and you likely have auto-responder emails in place to "greet" or thank someone who submits a form on your website. Welcome campaigns, which expand on the basic auto-response, usually consist of 3-5 emails sent during the 30-60 days after the initial signup.
Welcome campaigns are completely automated, delivering emails intended to set communication expectations with new prospects, determine what prospects are interested in, and gather information to tailor future messages.
A welcome campaign will help you gauge each prospect's interest level based on her behavior (e.g., website activity, email clicks), and allow you to pluck sales-ready leads from the bunch and pass them over, thereby removing a large portion of the lead-qualification burden from your plate.