What’s going wrong?
Many organizations use marketing automation software, but the performance often leaves a lot to be desired. So what’s going wrong?
Here are 5 planning tips to help you get the most value out of your marketing automation tool.
Marketing automation doesn’t drive web traffic. It converts traffic into leads.
Tip #1: Help customers find you
Offer what people are looking for:
• Focus on customer needs & pains
• Optimize for organic SEO
Marketing automation is just a tool, not an autopilot. It’s not a replacement for savvy marketing staff.
Tip #2: Have a plan
Develop a smart strategy:
• Nurturing plan to “heat up” leads
• Progressive Profiling to “get to know” your leads
• Lead scoring strategy to identify sales-ready leads
o Automating lead scoring typically gives mixed results
With no gated content, there is no incentive for leads to tell you more about them.
Too many gated assets can make your website navigation tedious and discourage exploration.
Tip #3: Gate your most valuable content
Quality is king when it comes to deciding what content to gate.
Only gate your most valuable content
• Nobody wants to give their personal information for low value content
• Examples of high value content: webinars, case studies, whitepapers
Gated asset access requests don’t generate enough specific information.
Asking for too much information at once can scare leads away.
Tip #4: Ask for new information only
Don’t ask for what you already know.
Use progressive profiling to learn more about your leads
• Builds your lead profile gradually
• Fewer required form fields reduce hassle for your leads
o Improves form completion rates
Nurturing and sales emails sent to captured leads achieve low click-through rates.
Tip #5: Send your leads the right content
Send your leads useful and relevant content.
• Don’t abuse email addresses for immediate unsolicited sales offers.
• Don’t assume every lead enters the funnel and is nurtured along in the same way.
• Use good segmentation to drive your messaging.
o Let leads self-select what interest area they want to receive more content about.
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