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.
Deciphering Marketing Automation’s Alphabet Soup
If you’re new to marketing or marketing automation, you’ve probably found yourself in a meeting where someone tosses about an acronym. You don’t want to look uniformed so you don’t ask. If that describes you, then this post is for you. I’ve listed the most common marketing automation abbreviations and what they mean.
It’s a marketing automation professional’s dream to have a series of perfectly conducted lead-nurturing campaigns that sends a series of content designed for leads based upon their interest and previous activities. Lead nurturing systematizes the art of keeping leads warm — aka interest in your product or service until they are ready to buy. Marketing automation with lead scoring choreographs sending the right leads to sales at just the right time.
Winning at the Conversion Quest
Finishing up explaining the 6 functions Marketing Automation can do that CRM can’t, here are the remaining 3:
4. Online Behavior Tracking
The appropriate tracking codes need to be present on all web pages. Besides having Web Analytics activated, Marketing Automation platforms use special coding to track online behaviors. For example, Marketo uses munchkin code as part of their lead scoring feature. When you set up your automation software, you’ll modify settings to help you track and score specific web activity.
Who Wins in the Conversion Quest?
Actually they both lose without each other. Many companies that focus on sales for the their bottom line put a lot of time and money in developing a CRM (Customer Relationship Management) platform. Until recently, marketing departments have had little opportunity to really track key measurements and Return on Investment (ROI). Programs like Marketo, Eloqua, and Hubspot can fill that gap.