How to Place Marketing Automation at the Center of Your Marketing - dummies

How to Place Marketing Automation at the Center of Your Marketing

By Mathew Sweezey

Without marketing automation, all your marketing data is locked inside each of your individual marketing tools unless you export it. When you add marketing automation, your data is free to be shared among marketing tools without the need to manually export anything.

Freeing your data also allows you to leverage it for advanced personalized campaigns. The key to marketing automation is not to automate only individual campaigns you are running. Rather, marketing automation is most powerful when you leverage data across multiple marketing tactics to create individually targeted marketing campaigns that are relevant to each individual you’re marketing to. This is how you drive a larger increase in engagement.

The following list describes the most common channels that marketers use. If you’re using these marketing channels, you are likely to have new data points available to you after you implement marketing automation:

  • Paid ads give you data points on keywords and ads a person engaged with. With this information on the single prospect record, you can now track the lead all the way to a closed opportunity to prove the true return on investment (ROI) on any search term or paid ad.

  • Email marketing gives you data from opens, bounces, clicks, and post-click activity. With marketing automation, you can track past the link click. So if someone clicks your link and then goes to your pricing page, you can easily identify this prospect as a sales-ready lead and even have your lead passed to sales in real time when this happens.

  • Social media gives you the ability to include conversations and content in a person’s scoring model. Use social media engagement to drive your next personalized email.

  • Websites give you the specific pages and actions a person engages with while on your website. With the single prospect view, every web page is logged on to a record so that sales can call the leads who looked at the website.

  • Search engine optimization (SEO) campaigns give you data points on the specific search terms each person uses for a search. With the single-prospect view and automation, you can segment and email the leads who searched for your competitors’ keywords.

  • Search engine marketing (SEM) gives you data on the search terms people use. Marketing automation allows you to track the paid search terms that people engage with to find you. This information on prospects can help you segment incoming leads based on their specific interest because you know the exact SEM words they engaged with.

    By tracking search terms and tying them to specific prospects, you can find out what features they are interested in and what problems they have. This tracking can even let you know whether prospects were searching for a competitor when they found you.

  • Video marketing gives you data on how interested a person is in a topic based on which videos she watches and for how long.

  • Event marketing allows you to keep up with offline engagement and use data captured at your events in your follow-up campaigns. With marketing automation, you can also understand the influence of events on opportunities, as well as provide ROI for events.

  • Webinars give you information on what topics a person finds relevant.

Each of these channels connects to your platform but may require additional integration. Finding a solution that natively accommodates most of your marketing channels and tools is best. The more direct integrations a tool has, the higher the cost is likely to be. Make sure to weigh the costs and benefits of having to import one or two data sets on a regular basis versus having it fully connected.