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Marketing Automation Maturity Assessment


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Marketing Automation Maturity Assessment

  1. 1. RecommendationsMarketing Automation Success Drivers Scores RecommendationsMarketing Automation & Lead ManagementLead Scoring 2 Build a Lead Scoring Index to rank leads based on profile & activity.Lead Nurturing 5 0Lead Assignment 3 Establish a lead assignment business rule and automate this process if possible.Lead Alerts for Sales Reps 1 Research vendors who can provide hot lead on website sales alerts.Auto-Response Messaging 2 Write auto-response messages that can be automatically delivered to web visitors.Automation Rules 4 0Direct & Database ManagementEmail Marketing Systems 5 0Dynamic Variable Insertion 5 0Centralized Contact List 4 0De-duplication 4 0Offline Advertising Results Measurement 5 0Marketing List Size & Quality 4 0Conversion & Landing PagesWebform Management 3 Integrate your website forms with your marketing or CRM system.Microsites 1 Research how microsites and personal URLs (PURLs) can improve conversions.Landing Pages 4 0Incomplete Form Data Capture 2 Detemine if your web forms have the ability to capture partial completions.
  2. 2. Blocking of Personal Email Addresses 1 Use a form engine to block free, non-work email addresses.Form Customization & Progressive Profiling 3 Research progressive profiling as a techniques to gather incremental information.Analytics, SEO & Paid SearchIndividual User Web Analytics 1 Use a marketing automation system to gain insight into individual web visitor stats.Daily Web Visitor Reports 1 Configure automation rules to send website visitor activity reports to Sales reps. Ensure that lead source is captured in your CRM system to track ROI from PaidTotal Web Traffic Analytics & Reporting 2 Search. Ask your I/T department if they can generate reports for search queries on yourSearch Query Monitoring 2 website.Blocking of Personal Email Addresses 2 Use a web analytics solution to identify unregistered users by their IP address.Reverse IP Lookup (WHOIS) 2 Perform a keyword analysis exercise to determine your natural SEO rankings.CRM & Marketing Systems IntegrationCRM/Marketing Systems Integration 3 Determine if your CRM & Marketing systems can be integrated and at what cost.Lead Source Required Field 2 Customize your CRM system to ensure that "Lead Source" is a required field.Prospect Activities Viewable in CRM 1 Integrate your marketing automation system with your CRM to provide more visibility.Lead Pulling from Sales to Re-Qualify 1 Assess stalled opportunities with sales management and pull back from sales reps.Lead Score/Grade Field Viewable in CRM 2 Work to integrate lead scoring/grading processes into your CRM system.Campaign Measurement & ReportingKPI Identification & Tracking 4 0Ability to Measure ROI 2 Audit gaps in your reporting process to determine how to close the loop.Benchmarks for Key Metrics 2 Collect metrics to set benchmarks and measure improvements over time.Closed Loop Reporting 3 Run reports on total campaign costs and revenue generated to determine ROI.Marketing Dashboard 3 Build a simple marketing dashboard to provide visibility to senior management.
  3. 3. Marketing Automation Maturity AssessmentInstructions1. In the "Weighting" tab, set the weighting for each category based on relevancy and current business needs. Ranking Scale 1 - Strongly Disagree2. In the "Self Assessment" tab, rank your organization on a scale of 1-5 on your compliance with each best practice. 2 - Disagree3. Check the "Results" tab to identify your current/goal state in each category. 3 - Moderately Agree4. View the "Recommendations" tab for actionable advice on how to improve your capabilities. 4 - Agree 5 - Strongly Agree
  4. 4. WeightingCustomize this tool by changing the weighting scale for each assessment category. CampaignMarketing Automation Direct & Database Conversion & Analytics, SEO & CRM & Marketing& Lead Management Management Landing Pages Paid Search Systems Integration Measurement & Total Reporting 25% 10% 15% 10% 20% 20% 100%
  5. 5. Self AssessmentRank your organizations compliance with each best practice using the drop-down box in the Score column. Marketing Automation & Lead Management Description of Best Practices Score Notes/Comments Leads are scored for quality based on explicit prospect profile criteria and implicit buying behaviors.. 2 Leads are nurtured with drip marketing campaigns to align purchasing and sales cycles. 5 Prospects are automatically routed to the appropriate sales person based on lead assignment rules. 3 Sales people are alerted when prospects give a buying signal (visit website, whitepaper download, etc).` 1 Auto-responder emails are sent when a prospect interacts with your website (completes a form, etc). 2 Automation rules are in place to streamline and automate key marketing processes and communications. 4 Direct & Database Management Description of Best Practices Score Notes/Comments Email marketing campaigns can be executed with links that track prospect activities (opens, click-through). 5 Dynamic variables such as prospect name can be automatically inserted into email marketing campaigns. 5
  6. 6. Dynamic variables such as prospect name can be automatically inserted into email marketing campaigns. 5Marketing contact lists can be created, imported, stored, and updated in centralized database. 4De-duplication of prospects and customers is automated based on unique identifier such as email address. 4Direct Mail & Advertising Campaigns are accurately measured based on (800) number calls, or microsites. 5We have a number of effective list building programs, and are happy with the size of our marketing database. 4Conversion & Landing PagesDescription of Best Practices Score Notes/CommentsWebforms can be created directly by marketing to convert prospects into registered, qualified leads. 3Microsites are used to track leads generated from Direct Mail, Advertising, or other offline campaigns. 1We have designed unique landing pages to optimize conversion rates for paid search and online ads. 4Data can be captured from web forms that have not been fully completed/submitted by website visitors. 2Forms can block invalid/free email addresses (hotmail, yahoo, gmail, etc) to increase contact rate. 1Form fields can be customized and set up to capture additional information during subsequent web visits. 3
  7. 7. Analytics, SEO & Paid SearchDescription of Best Practices Score Notes/CommentsIndividual visitor website activity is tracked for both registered and unregistered prospects and customers. 1Daily website visitor activity reports are automatically generated and sent to sales & marketing users. 1Paid/Organic Search traffic is tracked and compared with actual revenue generated to measure ROI. 2Internal website search queries are tracked and tied to individual prospect and customer activity history. 2Unregistered/non-converted website visitors are identified by WHOIS database to determine company name. 2We show up in the top 1-2 pages of search results for our top keywords. 2CRM & Marketing Systems IntegrationDescription of Best Practices Score Notes/CommentsCRM and marketing systems (email, marketing automation, direct mail, advertising, etc) are integrated. 3Lead source is a required field in our CRM system to ensure we can measure marketing program ROI. 2Prospect activities (website pageviews, email opens, downloads) can be easily viewed in CRM system. 1Leads that are not actively pursued by sales after 60 days can be pulled from CRM system and re-nurtured. 1
  8. 8. Leads that are not actively pursued by sales after 60 days can be pulled from CRM system and re-nurtured. 1Lead Score/Grade field is automatically populated & updated in CRM system contact records. 2Campaign Measurement & ReportingDescription of Best Practices Score Notes/CommentsKey Performance Indicators for marketing programs are identified prior to campaign execution. 4We are able to determine revenue generated and return on investment for all marketing programs. 2Benchmarks are in place for key marketing metrics (campaign metrics, cost/lead, ROI, retention rates, etc). 2Our lead generation systems integrate with our CRM system to tie costs to opportunities won (ROI). 3We have a markteing dashboard in place to communicate marketing metrics with senior management. 3
  9. 9. Marketing Automation Assessment Criteria Score Marketing Automation Maturity IndexMarketing Automation & Lead Management 2.8 Marketing Automation & Lead Management 5.0Direct & Database Management 4.5 4.0 Campaign 3.0 Direct & Database Measurement &Conversion & Landing Pages 2.3 Reporting 2.0 Management 1.0Analytics, SEO & Paid Search 1.7 0.0CRM & Marketing Systems Integration 1.8 CRM & Marketing Conversion & Landing Systems Integration PagesCampaign Measurement & Reporting 2.8 Analytics, SEO & Paid SearchWeighted Maturity Score (out of 5) 2.60