Marketing Automation Implementation Guide — Tips, Tricks, Worksheets, etc. (Part 5 of 5)

Marketing Automation Implementation Guide — Tips, Tricks, Worksheets, etc. (Part 5 of 5)

Marketing Automation Implementation Guide — Tips, Tricks, Worksheets, etc.

Marketing automation success requires more than just software. It takes strategy, creative, and the right team. Whether you are new to marketing automation or have a platform in place, here are sample questions and a worksheet for organizations that have marketing bottlenecks.

Lead Scoring Questionnaire

  1. Which channels contribute to your current customer acquisitions?
  2. What content contributes to your current customer acquisitions?
  3. What are the general steps your current customers took to become customers?
  4. Based on the earlier assessment of your marketing processes, how would you change your lead scoring model to improve these processes?

Lead Scoring Worksheets

To ensure you provide your Sales team with right leads at the right time, Marketing and Sales should develop the lead scoring model together.

To start, audit your sales-ready prospects and customers who have recently closed to learn their activities and behaviors. (Example: did 70% of your customers come from one lead campaign or lead magnet? Did they schedule a call with your sales team?)

As you clarify the type of leads that Sales prefers, you’ll be able to assign points to lead characteristics like attributes, activity, and engagement. Like campaigns, lead scoring is not a set it and forget it effort. After the initial set up, you’ll need to continue to evaluate your model and adjust it accordingly. Remember, Sales always prefers better qualified leads versus a higher quantity of leads.

PROFILE SCORE

This category helps you determine which contacts are a good fit for your Sales team. The Profile Score rules apply only once. (Example: when your contact enters a specific list based on their form submission, their score will be assigned.)

Make sure each contact has the attributes you’re looking for: job title, company size, industry. You can set up the rules to add points for attributes you prefer and subtract points for attributes that don’t work for your business.

BEHAVIOR SCORE

The Behavior Score shows you the contact’s activity. You’ll be able to identify implicit activity by your contact. (Example: the contact browses certain web pages.)

Depending on your scoring model, Sales might want to reach out to a contact based on their behavior. (Example: if a contact visits a pricing page on your website.) Behavior Scores are applied for every action taken so they can be applied multiple times.

ENGAGEMENT SCORE

This Score helps you identify explicit actions taken by your contacts and are potentially more valuable than implicit actions. A highly-engaged contact is expressing interest in your content. (Example: a form submit, clicking a link in an email.) Engagement Scores apply every time an action takes place.

All three categories: Profile, Behavior, and Engagement Scores give you an understanding of how well a contact fits your ideal customer profile, how active they are on your website, and how engaged they are with your content and business. You can have automated alerts sent to your Sales reps to reach out to contacts based upon your scoring rules.

Marketing Automation Lead Scoring Worksheets

Aligning customer marketing and Marketing Automation strategies can be challenging and time consuming. The right Marketing Automation platform and experienced external resource will streamline and simplify the process, ensuring that your Marketing Automation strategy is on-point, on-budget, implemented properly and optimized for success.

To learn how to best use Marketing Automation to increase ROI, check out this article.

As a recognized Marketing Automation leader for the past decade, we work with firms to help them utilize their marketing technology to increase revenue. To see how we can help you, schedule a no-obligation call or email Lori Berson at lberson@BersonDeanStevens.com.


BersonDeanStevens has been a recognized brand strategy and marketing leader for over 25 years, including over a decade in Marketing Automation. We work in partnership with you to differentiate your brand and achieve your business goals. Client list.

Marketing Automation Implementation Guide — Tips, Tricks, Worksheets, etc. (Part 5 of 5)

Marketing Automation Implementation Guide — Tips, Tricks, Worksheets, etc. (Part 4 of 5)

Marketing Automation Implementation Guide — Tips, Tricks, Worksheets, etc.

Marketing automation success requires more than just software. It takes strategy, creative, and the right team. Whether you are new to marketing automation or have a platform in place, here are sample questions and a worksheet for organizations that have marketing bottlenecks.

Sales and Marketing Questionnaire

  1. Is the ideal customer the same for Sales and Marketing? If not, what’s different?
  2. How effective is the hand-off of leads from Marketing to Sales? Are the requirements clearly defined?
  3. Would your Sales team agree on Marketing’s assessment of the effectiveness? Why (not)? Would Management agree with Marketing’s assessment?
  4. Are there any other departments (Support, Operations) you’d like to involve in this implementation? What would you need to ask them?

Aligning customer marketing and Marketing Automation strategies can be challenging and time consuming. The right Marketing Automation platform and experienced external resource will streamline and simplify the process, ensuring that your Marketing Automation strategy is on-point, on-budget, implemented properly and optimized for success. Check back for Part 5.

To learn how to best use Marketing Automation to increase ROI, check out this article.

As a recognized Marketing Automation leader for the past decade, we work with firms to help them utilize their marketing technology to increase revenue. To see how we can help you, schedule a no-obligation call or email Lori Berson at lberson@BersonDeanStevens.com.


BersonDeanStevens has been a recognized brand strategy and marketing leader for over 25 years, including over a decade in Marketing Automation. We work in partnership with you to differentiate your brand and achieve your business goals. Client list.

Marketing Automation Implementation Guide — Tips, Tricks, Worksheets, etc. (Part 5 of 5)

Marketing Automation Implementation Guide — Tips, Tricks, Worksheets, etc. (Part 3 of 5)

Marketing Automation Implementation Guide - Tips, Tricks, Worksheets

Marketing automation success requires more than just software. It takes strategy, creative, and the right team. Whether you are new to marketing automation or have a platform in place, here are sample questions and a worksheet for organizations that have marketing bottlenecks.

Customer Journey Questionnaire

  1. Who is your ideal customer? (Demographics, firmographics, psychographics, etc.) And what are they looking for?
  2. How would your products/services solve their problems?
  3. How did they come to your company? How do they interact with your company?
  4. Identify the most common objections your persona(s) will raise during the sales process.
  5. What education needs to take place to get someone from awareness to acquisition? From acquisition to advocacy?
  6. What kind of information does your ideal customer need after purchase? What communication do you have with them after they buy?
  7. What marketing campaigns, workflows, offers, resources, funnels do you currently have in place?

Customer Journey Worksheet

Marketing Automation is the engine of your lead generation strategy, and great content is the fuel. The best way to create great content is by knowing your prospects and customers, and mapping your content to their journeys.

Each stage of the customer journey represents a prospect’s state of mind. The Customer Journey Worksheet will walk you through the stages of the Customer Journey allowing you to see things through the eyes of the customer. To win business, make sure your content addresses the customers’ needs and mindset.

Marketing Automation Customer Journey Worksheet

Aligning customer marketing and Marketing Automation strategies can be challenging and time consuming. The right Marketing Automation platform and experienced external resource will streamline and simplify the process, ensuring that your Marketing Automation strategy is on-point, on-budget, implemented properly and optimized for success. Check back for Parts 4 and 5.

To learn how to best use Marketing Automation to increase ROI, check out this article.

As a recognized Marketing Automation leader for the past decade, we work with firms to help them utilize their marketing technology to increase revenue. To see how we can help you, schedule a no-obligation call or email Lori Berson at lberson@BersonDeanStevens.com.


BersonDeanStevens has been a recognized brand strategy and marketing leader for over 25 years, including over a decade in Marketing Automation. We work in partnership with you to differentiate your brand and achieve your business goals. Client list.

Marketing Automation Implementation Guide — Tips, Tricks, Worksheets, etc. (Part 5 of 5)

How to Get Better Quality Leads and Increase Revenue with Marketing Automation

How to Get Better Quality Leads and Increase Revenue with Marketing Automation

Marketing automation is a crucial element of most marketers’ overall strategies. It streamlines lead generation, automates lead nurturing, improves personalization, accelerates sales, and replaces guesswork with analytics.

“Companies that excel at lead nurturing generate 50% more sales-ready leads at 33% lower cost.” — Forrester Research

Addressing Business Needs

As more businesses embrace marketing automation, vendors are responding with new and improved capabilities to provide desired results at reasonable costs. A good marketing automation system should include these features:

1. Scoring and Tagging

Scoring and tagging will help increase your knowledge of your prospects and customers, as it analyzes their preferences and activities. It’s a great way to create a more comprehensive customer profile and a perfect automation workflow. It’s best if marketing and sales establish scores and tags together to determine marketing qualified leads, sales qualified leads, and how and when to hand off leads to sales.

2. Tracking Website Traffic

Tracking website traffic increases your prospect and customer conversion and engagement. It allows you to understand the interests and behaviors of your subscribers in terms of what pages they visited and what actions they took. You’ll then be able to evaluate your website pages with the highest traffic and assign tags or scores to each visit. This is easily accomplished by adding a tracking code, provided by your Marketing Automation platform, to your website pages.

3. Creating Campaigns

You can design custom landing pages and emails that can be personalized and sent in automated campaigns at set intervals or triggered by a visitor behavior to capture and nurture leads, and/or encourage a transaction.

To get a jump start, create an onboarding program, engagement program, and retention program. To see examples, check out these articles:

“B2B marketers who have successfully deployed lead nurturing programs average a 20% increase in sales opportunities from nurtured leads versus non-nurtured leads.” — DemandGen

Aligning customer marketing and Marketing Automation strategies can be challenging and time consuming. The right Marketing Automation platform and experienced external resource will streamline and simplify the process, ensuring that your Marketing Automation strategy is on-point, on-budget, implemented properly and optimized for success.

To learn how to best use Marketing Automation to increase ROI, check out this article.

As a recognized Marketing Automation leader for the past decade, we work with firms to help them utilize their marketing technology to increase revenue. To see how we can help you, schedule a no-obligation call or email Lori Berson at lberson@BersonDeanStevens.com.


BersonDeanStevens has been a recognized brand strategy and marketing leader for over 25 years, including over a decade in Marketing Automation. We work in partnership with you to differentiate your brand and achieve your business goals. Client list.

Optimize Leads with Marketing Automation [Survey]

Optimize Leads with Marketing Automation [Survey]

Lead Nurturing and the benefits of Marketing Automation

B2B marketers have found lead nurturing programs, created and managed through marketing automation tools, can generate greater volumes of leads. The benefits include an increase in the volume of warm leads, better prospect segmentation and improved targeting efforts to reach them.

Marketing automation tools are beneficial, but prior to implementing any lead nurturing program it’s important to:

  • Cleanse your data.
  • Align your marketing and sales teams.
  • Develop your marketing strategy.
  • Create the right content for each stage of your marketing funnel.

Benefits of Lead Nurturing Programs
Primary Benefit Generated by Lead Nurturing Programs According to B2B Marketers Worldwide, July 2016 (% of respondents)

A July 2016 survey of B2B marketers, conducted by Pardot and emedia, shows more than a third (36%) emphasized the programs are helpful simply because they generate a greater volume of leads. Another 26% mentioned the ability of lead nurturing programs to segment prospects based on their interests and behaviors, while 26% also noted the programs’ ability to improve targeting and segmentation.

Most Significant Goals vs. Barriers to Lead Generation Success According to Senior B2B* Marketers Worldwide, Aug 2016 (% of respondents)

The ability of lead generation programs to simultaneously maximize the volume of new potential customers while still maintaining high levels of quality is critical for B2B marketers. An Ascend2 August 2016 survey of B2B marketer goals found that improving the quality of leads and acquiring new customers were the most significant goals.

As more B2B marketers rely on lead generation programs to generate business, many are also experimenting with content marketing strategies to help find new business. According to an Ascend2 study in June 2016, content marketing is as another key lead generation tool for B2B marketers.

Are your lead generation programs increasing sales?
Contact Lori at 877.447.0134 or info@BersonDeanStevens.com to learn how.

Marketing Automation Implementation Guide — Tips, Tricks, Worksheets, etc. (Part 5 of 5)

Forms That Have The Best Conversion Rates

Form Types
Form conversion rates continue to depend more on the type of form being used than the number of fields in the form
, reports Formstack in its second annual “Form Conversion” study. This year’s study adds lead generation forms (such as those used for gated content downloads) to the list of analyses, finding that these forms have an average conversion rate of 17% and average 11 fields.

Form That Convert

While lead generation forms sported one of the higher conversion rates of the different types analyzed, they couldn’t hold a candle to contest forms, which had by far the highest conversion rate (34%) for the second consecutive year despite having a similar number (10) of fields on average.

Contact forms – which have the lowest number of form fields (4) on average – continue to have the lowest conversion rates, averaging out this year at just 1%. In other words, just 1 in every 100 visitors to a contact form successful completed it. It’s worth noting that in last year’s study, the analysts theorized that visitors to “Contact Us” pages might be looking for addresses rather than to complete a form, contributing to the low conversion rate.

The study reveals that form conversions were significantly higher on multi-page (13.85%) than single page (4.53%) online forms. The study’s authors attribute this counter-intuitive result to: longer forms’ use of page breaks making them easier to digest; multi-page forms’ regular use of progress bars adding to their convenience; and bigger fonts and larger head images making forms less intimidating. It may also be – though it’s not addressed in the study – that lower-converting forms (such as contact forms and donations) are over-represented in single-page forms, while higher-converting ones (such as contests) are more likely to be spread over multiple pages.

Another potential influence on conversion rates is the language of the submit button. For example, “Next” converts at almost twice the rate of “Continue” (43.6% vs. 24.6%), while “Submit Registration” has a slightly higher rate than “Register Now” (15.6% vs. 13.3%). There doesn’t appear to be much separation between “Checkout” (10%) and “Place Order” (9.25%).

Industry-specific form conversion benchmarks:

  • Media (17%);
  • Technology (17%);
  • Non-profit (14%);
  • Marketing/consulting (13%);
  • Retail/E-commerce (11%); and
  • Healthcare (9%).

(For three industries — government, religious, and technology — outliers with disproportionately high traffic volumes were removed to reveal more realistic benchmarks.)

Peak submission times are different by form type:

  • Order/Payment forms: Tuesday between 11AM and 12PM (ET);
  • Contact forms: Tuesday, 12-1PM;
  • Event Registration forms: Wednesday between 11AM and 12PM;
  • Donation forms: Wednesday, 2-3PM;
  • Lead Gen forms: Thursday, 4-5PM;
  • Contest forms: Thursday, 8-9PM; and
  • Surveys: Friday between 11AM and 12PM.

About the Data: The analysis is based on 665,000 user account contributions spread over 18,703 accounts and 117,577 form types collected in January 2015. The research includes mobile-responsive forms only – benchmarks included in the report apply to web forms that are designed to be filled out easily on smartphones and tablets.

What types of forms are you using?
Do they have a high conversion rate? Learn more – call Lori at 877.447.0134.