How to plan for marketing automation success

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    09-May-2015

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Whats going wrong? Many organizations use marketing automation software, but the performance often leaves a lot to be desired. So whats going wrong? Here are 5 planning tips to help you get the most value out of your marketing automation tool. Challenge #1: Marketing automation doesnt 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 Challenge #2: Marketing automation is just a tool, not an autopilot. Its 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 oAutomating lead scoring typically gives mixed results Challenge #3: 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 Challenge #4: Gated asset access requests dont generate enough specific information. Asking for too much information at once can scare leads away. Tip #4: Ask for new information only Dont 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 oImproves form completion rates Challenge #5: 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. Dont abuse email addresses for immediate unsolicited sales offers. Dont assume every lead enters the funnel and is nurtured along in the same way. Use good segmentation to drive your messaging. oLet leads self-select what interest area they want to receive more content about.

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  • 1.How to plan for marketing automation success: 5 tips for better results

2. Whats going wrong? Many organizations use marketing automation software, but the performance often leaves a lot to be desired. So whats going wrong? Here are 5 planning tips to help you get the most value out of your marketing automation tool. 3. Challenge #1: Marketing automation doesnt drive web traffic. It converts traffic into leads. 4. Tip #1: Help customers find you Offer what people are looking for: Focus on customer needs & pains Optimize for organic SEO 5. Challenge #2: Marketing automation is just a tool, not an autopilot. Its not a replacement for savvy marketing staff. 6. 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 Automating lead scoring typically gives mixed results 7. Challenge #3: 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. 8. 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 9. Challenge #4: Gated asset access requests dont generate enough specific information. Asking for too much information at once can scare leads away. 10. Tip #4: Ask for new information only Dont 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 Improves form completion rates 11. Challenge #5: Nurturing and sales emails sent to captured leads achieve low click-through rates. 12. Tip #5: Send your leads the right content Send your leads useful and relevant content. Dont abuse email addresses for immediate unsolicited sales offers. Dont assume every lead enters the funnel and is nurtured along in the same way. Use good segmentation to drive your messaging. Let leads self-select what interest area they want to receive more content about. 13. Need help? WWW.BRAINRIDER.COM