Everyone loves a good “Best Practices” list! In that spirit, we’ve asked some of the big brains on the marketing automation scene for tips, tricks and best practices that will help marketers make it rain with their next marketing automation program or campaign.
Best Practice #1: You Can’t Automate A Process That Doesn’t Exist—Always Map Your Lead Flow
Imagine visiting London for the first time, hopping on “The Tube” and trying to find your way around without a map. You might eventually reach your destination, but not without making some detours along the way.
Marketing automation without a lead process is just like that… navigating without a map in the hopes of getting to the right place. With a solid lead management process in place you’ll not only get to your destination (the land of revenue), but according to Sirius Decisions, you’ll make 5 times the revenue when you do!
- Category: Internet Marketing
- Tags: automation, destination, internet marketing, marketers
5 Responses to “Best Practices for Marketing Automation from 11 Experts” Leave a reply ›
Best practice number 1 is self explanatory. The word automation itself means that there is automatic process of repetitive tasks. So how can something be repeated if there’s no lead flow in the first place? But I like the point presented at number 4 where you don’t just make a certain content and expect it to be taken positively and move consumers to act accordingly. I agree that it should be delivered with timing. All in all, it’s a helpful article.
For the best practice number one. Lead management process can invariably be seen as part of a COMPLETE marketing automation. This element helps companies to take advantage of conversions at the right time.
Well, the London Tube analogy is a perfect example. Stations could be spots where the leads are converted!
I would have agreed with this Josh Thorngren, Marketing Automation Manager, Lead Lizard : ” Don’t force your leads into one or two tracks. Nurture is a framework for your content, not a story with a fixed plot. Each lead chooses his own adventure.”
Creating a linear content does not satisfy most needs these days. Marketing automation in this regard should be routed in non-linear format so that the different needs of individuals are met by the content crafted. This readily one the best practices that every marketer should follow.
Somehow, for marketing automation to be seen in the best practice, a process must be in place and this should follow the needs of the customers per time. In other words, the best practices should recognize the needs of potential buyers before set in motion.
By best practices I understand that these are the ‘right’ and ‘moral’ things to be done a work process. When it comes to marketing automation, we don’t just set the machinery of marketing in motion, it must be monitored to ensure that good results are achieved without ignoring the needs of others.
The 11 experts quoted in this post, have dealt with different aspects of best practices for marketing automation, and it would be fair to state these experts have invariably provided answers to different questions on how to make marketing automation effective.