Benefits of Developing a Healthy Paranoia
For anyone in Marketing Automation you’ve probably experienced a time where you hit the “send” button and got a pit in your stomach. You have a premonition (or worse, immediate feedback) that something went horribly wrong. If you’ve done Marketing Automation for at least a couple of months, then you’ve most likely experienced an Oops Moment. If so, then this post is for you.
5 Marketing Automation Tips
1. Segment, Segment, Segment
The power of using Marketing Automation is the ability to drill down to your target email lists. First, you need to make sure you have the proper segmentation or smart lists set up. If not, you’re setting yourself up for disaster.
Be very careful of how you set up “filter criteria.” In Marketo, the settings allow you to choose “All Filters” or “Any Filters.” Trust me, they are very different. After using Marketing Automation tools like Eloqua and Marketo, I highly recommend digging into filter logic. You need to understand how the software responds to various settings. Same thing can be said for Salesforce reporting, but that’s a different blog post.
2. Check Your Ass(ets)
This marketing automation tip may sound obvious… but sometimes the devil is in the details. Check all of your assets, including emails, landing pages, follow-up landing pages, forms so they all match with the correct information. In Marketo tokens in your content can help with consistency and organization within the same program (campaign).
3. Confirm Hyperlinks & Form Capture
Your content most likely contains several hyperlinks to landing pages that integrate with forms. This is the step to test any and all hyperlinks. If they don’t go to the correct location… you’ll be wondering why no one is signing up for your webinar, downloading a white paper, attending your networking event, etc.
4. Full Internal Test
Sending a sample test email to yourself, while helpful for formatting and confirming hyperlinks, it doesn’t give you the full picture. This Marketing Automation tip is about running a full test to an internal list. That way you can test tokens are pulling correctly (e.g., customer names). Before you hit “schedule” be sure you’re sending the test to a designated internal sampling. Hint: this number should be small.
5. Reality Check
Now, you’re almost ready to hit the “Send” button. When scheduling a campaign, do a reality check. Does the number of leads sounds reasonable for your segmented list? If not, go back to Marketing Automation Tip #1. Rinse and repeat.
Here’s a bonus tip: Marketing Automation is not a one-size-fits-all endeavor. Every organization and Demand Gen department has nuances. That’s why procedures can get very complicated. So… create a cheat sheet for your organization that makes sense. It should be a living, breathing document that evolves as procedures are refined.
What Marketing Automation tip would you add to my list? Anything that’s helped avoid a major oops for your company? Or feel free to share a Demand Gen horror story.