This is a quick-reference illustration I have used in the past to explain the scope of a marketing automation campaign. In particular, I use this document when discussing the resources needed to setup and manage a campaign. Before launching any marketing campaign, a critical step is allocating the resources needed to ensure it produces results. Underestimating the timelines and budgets will be problematic. In any other part of your business, resource constraints can cause delays and affect the quality of the final product. With Marketing Automation, your mistakes and omissions are amplified by the fact that your work is visible to the public, your prospects and customers.
To fully leverage the power of marketing automation, consider the following campaign features and visualize the resource you’ll need. Starting with the right mindset and dedicating the right resources will increase your chances of producing more sales-ready leads.
- Building your strategy starts by defining your audience, understanding their pain points, and conceptualizing a series of communications that will pull them through the sales funnel. More about writing content to influence buying behavior.
- Email Automation involves setting up a series of emails that are delivered in sequence over a period of time. Events that trigger these campaigns can range from manual entry, or automatically entered when the visitor completes a form. With automated segmenting, virtually any activity can trigger a different series of emails.
- Lead Scoring is a feature of marketing that allows us to assign a point system based on the prospects interaction with emails, websites, social media. The cumulative score can indicate a level of sales-readiness and trigger additional actions, including alerting a salesperson.
- Segmenting your audience allows marketers to create precise messaging that is personalized for that individual’s needs. This process involves learning what makes your clients tick, and more importantly what information they require at a given point in their buying process.
- Sales Process Management involves aligning sales and marketing initiatives and activities. Information gathered about a prospect can be synchronized with a CRM system, allowing your sales team valuable insight about a prospect’s place in the sales funnel.
- Supplemental activities include creating one-off emails, creating a new automated email series to a new segment, and A/B testing your existing emails.
- Web Assets include embedding tracking code on your website and other landing pages. Landing pages are a great tool for delivering targeted information with a clear call to action for pulling prospects to the next step of the process.
- Reporting should be ongoing, utilizing benchmarks to track success and influence the evolution of the campaign.
- Ongoing Management is essential to any email campaign. Content development, testing, and improvements are indefinite activities.
This is a very brief overview, but a useful exercise to get your head around the demands of a marketing automation campaign. I hope it was helpful.