Traditionally, communicating with customers was just a one way channel and that was sending out 1 time email or eDM. Through this 1-time email blast, hoping they would be responding back immediately by clicking that 1 CTA link. And because it was a single email, usually the person in charge of content, will put in lots of content trying to get the customer attention. Then again, how would you plan who to send to based on a limited information about their digital body languages, assets that they engaged and downloaded. Will 1 email engagement be good enough to qualify them to be AQL?
Today, all customers want more information for their evaluation, validation, testing on products before submitting to purchase approval or further evaluation. The way to do it is to send them a series of emails that will hopefully kickoff a series of communications that hopeful will make them think more, read more and at the end, show keen interest on your products and services.
The only way to do that is to upgrade your single email campaign process to Marketing Automation. Areas that you will be doing are sending out a series of emails, adding in some decision-marking processes, triggers, implement data capturing, data segmentations, lead rating criteria, etc in the hope that you will able to identify any of the existing contacts or even new contacts that will eventually be accepted by Sales.
Unleash the power of Marketing Automation and you will one day achieve that ultimate goal. To do that, you need to focus strongly on 4 key areas – managing campaigns, managing content, managing leads and measuringimpacts.
In managing campaigns, it breakdown into Emails, Landing pages, Personalisation, Multi-channel capabilities, Event management, Form processing, Campaign automation, and Nurturing.
In managing contacts, it looks into contact records, Contact & Technical profiles, Segmentation, Preference management, Data integration and Data quality programs.
In managing leads, we are talking about CRM integration, Sales enablement, Lead assignment, Lead scoring, Lead source tracking.
Finally in measuring impacts, it is really about web and campaign analytics, database health, reporting dashboards, standards and custom reports, and report delivery.
The best strategy to work around this 4 areas is to build your team into these 4 focus areas and provide these focus support to the entire Marketing team at large – which are likely your immediate stakeholders.
Are you already focusing into these 4 areas or doing it right now or still into discovery phase?