Marketing StrategySales

Think beyond nurture for marketing automation

By August 30, 2019 September 11th, 2019 No Comments

marketing automationYour marketing automation (MA) tool is a powerhouse. It’s the technology machine to your marketing. Like the ESS is to your Tesla or the Nest to your home security.

Are you using your automation system to its fullest potential?

If you are stuck in a rut and only using MA to send drip and nurture emails in bulk, never fear! We are here with three quick ideas for you to implement ASAP.

1. Lead scoring. A good tool will allow you to set up criteria to automatically assign a score to each contact in your database based on actions they’ve taken with your marketing. For example, if a contact submits a gated asset form assign 3 points, submits a Contact Us or Demo Request form assign 20 points, and so on.

Once scoring is set up, define three list segments which will be used to create the three sections of your marketing funnel – Top, Middle, and Bottom. From here, your marketing funnel will populate and allow you to create separate funnel-specific marketing journeys and send the most interested folks to your sales team. This will allow your marketing and sales teams to achieve greater alignment. Bliss.

2. Sales emails. Does your sales team send individual emails from their personal account or other sales tool to engage with prospects, or conduct post-show follow up? Quickly put a stop to bulk emails from the sales team and send through your automation system. Sending emails directly from the email client (Outlook, Gmail, etc.) does not allow you any transparency into their marketing journey nor provide any email metrics. It will be worth the effort to train your sales team or shoulder these emails yourself to gather additional metrics and control the marketing journey. Shazam.

3. Webinars. Most of us know the potential of webinars in marketing. 73% of B2B marketers say webinars are the best way to generate high-quality leads. Integrate your webinar platform with your automation system; many offer connectors to WebEx and GoToWebinar at a minimum. Once connected, you can control the messaging and branding more easily and will no longer have to manually import registration lists. A win-win.

Get to work and continue making marketing magic

Need help implementing any of these ideas? Let us know.

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Marla Sokolowski

Author Marla Sokolowski

Marla is an experienced marketing, communications, and project management professional. She leads our marketing automation team to craft email marketing campaigns, develop nurture campaigns and integrate CRMs for sales and marketing alignment. To learn more about Marla's experiences and qualifications, visit our leadership team page.

More posts by Marla Sokolowski