Marketing Automation covers website tracking and analytics, email marketing, content/asset creation, marketing/sales funnel mapping, platform integration, and more. When you get started with marketing automation (or better yet, when figuring out what the best marketing automation platform is for your business), it’s important to understand the order in which you’ll start to use the platform the most optimal way. Time is money, and marketing automation platforms aren’t cheap either, so it’s critical to get the most out of these tools as quickly as possible.
When you’re looking for the best processes to implement, look first at the ones that solve your biggest marketing/sales challenges or relieve the biggest bottlenecks in your marketing/sales processes. Every organization has different goals, parts of their funnel that freshly rotated content, and parts of their funnel that are inefficient.
In some cases, implementing a lead scoring model with marketing automation could help solve the challenge where the Sales team could be spinning their wheels with too many leads they interact with that are not yet qualified. This can result in a better use of the Sales teams time and be able to focus their efforts on those leads that truly are qualified. Most of the time, the lead score implementation process really forces the Marketing and Sales teams to align their interpretations of prospects, leads, and qualified leads. In many cases before this process is implemented, these respective teams are not on the same page.
In other cases, an email driven Welcome or Free Trial Series can help educate leads who are not yet converted, by sharing tips, FAQs, and resources that they may otherwise not be exposed to. Having these tips can help convert more leads into customers, and alleviate a bottleneck in that part of the sales funnel without tying up as much as a support teams time with a non-paying client.
Too often, marketers are looking to blogs for advice or ‘The 6 Best Marketing Automation Hacks’ and trying to find all of the things they can do with marketing automation instead of first focusing on their business challenges first and foremost.
We work with clients at MH Digital Group who appreciate our value in understanding marketing automation not just because we know how to use the features within the specific platform they are using, but more importantly because we can help them turn their business challenges into opportunities for improvement with their platform which make tangible differences in their efficiency and bottomline.
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