We often use the expression when consulting with clients, “you’ve purchased a Ferrari but you’re driving it like a Ford.”
What do we mean by this? If you’ve got a leading marketing automation platform but still using it at a basic level, well then, you’re just not using it to its full capability.
In short, your investment is just sitting in the garage or perhaps it’s just going for a Sunday drive.
So what can we do to get the most out of your marketing automation platform? Here are three areas you can start looking at today.
- Create unique segments
- Build smarter forms
- Campaign design that encourages engagement
Before we begin, there are four key areas you should plan and have a strategy for:
- Map your customer journey (what experience do you want your contacts to have?)
- Understand the data you need (what information is important to your success?)
- Define the moments that matter (the parts of the journey that influence or impact the customer experience)
- Leverage the content you have (recycle existing content, you don’t always need to build from scratch)
Understanding what Digital Body Language is, would be your first task here.
Your Digital Body Language is any of your online behaviour. This can be clicks, downloads, opens, email responses…the list goes on. You can read more on Digital Body Language here.
Your emails should be targeted based on the stage of the journey that your contact is at. To understand that we need to work on our segment.
A simple example of a segment utilising Digital Body Language:
- Contacts marked as Prospects, based in NSW, integrated from your CRM
- Who have visited your website within the last 3 months
- Who have opened an email from a specific campaign within the last month
- Who have a lead score between A1 – B4
Then of course you still need to exclude those contacts who are:
- Marked as hard bounce backs
- Contacts who have globally unsubscribed
It’s easy to get focused on the numbers, believing the more contacts there are in the segment, the greater the reach and potential results.
Would your Sales team be happier with a lead who is already Marketing Qualified and looking to buy, or a lead who is still in the very first stages of their buyer journey and may have only just recently downloaded a white paper?
What we teach, as well as implement, is a lead scoring model that identifies high quality contacts based on profile and engagement data based on discussions with your Senior Sales team.
What do you think of when you hear the word “form”?
A white paper download, an event registration or a piece of paper asking for your personal details?
Of course, the first two examples are two ways to use forms with marketing automation but it’s the detail behind the form where you can really get creative.
Firstly, if you’ve got a marketing automation platform in use already, then every form on your website should be integrated with it.
That way any potential leads can be added directly to your marketing database and if your form is smart enough, transfer them to your CRM as a potential lead.
Remember: you can always use one form that operates across your whole website.
It’s what you enable in the backend that directs where your contacts go i.e. do they fall into a welcome campaign or perhaps a social lead nurture campaign? Are they labelled as a customer or a prospect? Where are they redirected to upon submission and what do you want to offer them to maintain the experience?
Then they are the front-end dynamics.
If you ask the right questions, think progressive profiling, you can build a contact profile with all the information you need that allows your Sales team to ask the right questions.
If you’re sending a single batch and blast email to a list of all your prospects then you are not using Digital Body Language.
Building campaigns that focus on the journey and communicate with your prospects at a time when they want to hear from you is critical to a successful campaign.
Multi-step campaigns allow the marketer to ask questions at each stage of the journey. For instance:
- Have they submitted a form on your website? If so move to another step, if not reengage?
- Have they registered for an event? If yes, don’t resend a second invitation but move them to a step before the reminder
- Have they reached a certain lead score? If yes, send them through as a lead to your CRM