How to Evaluate Your Marketing Automation Cold Lead Nurture Campaign

By Mathew Sweezey

Evaluating your marketing automation cold lead nurturing campaign can be very easy or very complicated, depending on what you’re looking for. It is suggested that you keep things easy at the beginning of your implementation of marketing automation and evaluate yourself on only a few key goals. First, don’t think return on investment (ROI); instead, think value created.

  • More engagement than before: If you got more opens and clicks, and fewer bounces, you’re taking a step in the right direction. Continue to strive to do better and your nurturing programs will be successful.

  • Found new leads: Many times, nurturing cold leads will also help you uncover leads you may have missed, or who fell through the cracks. Finding any new leads or opportunities from this campaign should be looked at as a giant win.

    Many people might use these opportunities to prove ROI, but others recommend against it because you will be training yourself to always value a campaign on ROI, which is not always the best measuring method.

  • Less work to manage your cold leads: You should also be working less now on managing your cold leads. This should have helped you to set up a process for identifying them, segmenting them, and keeping them engaged. If you can remove these items from your daily tasks, you can focus on higher-priority issues.