Embracing marketing automation has been giving a lot of opportunities for both small and big businesses to grow in terms of lead management, lead scoring, lead nurturing, and segmentation. However, like anything else, the good results it can offer is only a reflection of how good it is handled. The absence of clear strategy, trained users or defined goals can turn it into a cost squeezer rather than a growth booster.
Preferably, a business dedicating resources into marketing automation ought to have a well-founded strategy such as quantitative goal and campaign process. However in some cases, businesses proceed right away in using this platform to address campaign backlogs and tactical needs.
Segmentation allows you to profile and understand your prospects. Not only you can sort them into demographics (job title, industry, geography) but can also give you insights on their needs. Moreover, you can leverage this in terms of email personalization and content curation, sales follow-up and product development. In the event that there is a lack of segmentation, email performance can suffer as it will probably result to your email being common and insignificant.
Marketing Automation in a Silo
Your sales department should be in the whole marketing automation process too. Collaborate with them and distinguish prospects, lay out a lead scoring threshold and recognize assessment specifications. Operating it within a single department can lead to failure.
Taking for Granted Testing
Programs in the marketing automation technology’s are suitable for A/B testing various aspects of an email (e.g. subject line, headline, message, offer & etc.). The results of these tests can be used to improve current or future email campaigns. Sad to say, there are still businesses that used marketing automation who neglect this fact.
Even the most advance marketing automation tool will render useless if not optimize to its full capacity.