{"id":224424,"date":"2020-03-31T19:08:50","date_gmt":"2020-03-31T13:38:50","guid":{"rendered":"https:\/\/www.qcsglobal.com\/?p=224424"},"modified":"2020-04-18T17:10:19","modified_gmt":"2020-04-18T11:40:19","slug":"8-marketing-automation-best-practices-to-maximize-campaign","status":"publish","type":"post","link":"https:\/\/qcsglobal.com\/blogs\/8-marketing-automation-best-practices-to-maximize-campaign\/","title":{"rendered":"8 Marketing Automation Best Practices to Maximize Campaign"},"content":{"rendered":"\n<div>\n<p><span style=\"font-size: 12pt;\"><span style=\"font-family: Calibri,sans-serif;\"><span style=\"font-family: 'Arial',sans-serif;\"><a style=\"color: #0563c1; text-decoration: underline;\" href=\"https:\/\/www.oracle.com\/marketingcloud\/products\/marketing-automation\/\" target=\"_blank\" rel=\"noopener noreferrer\">Marketing automation<\/a> <span style=\"color: #000000;\">allows<\/span> <a style=\"color: #0563c1; text-decoration: underline;\" href=\"https:\/\/www.oracle.com\/marketingcloud\/resources\/digital-marketing.html\" target=\"_blank\" rel=\"noopener noreferrer\">digital marketing<\/a><span style=\"color: #000000;\"> teams to do more with less. But how can a marketer make the most of their marketing automation efforts? These eight practices give a framework teams can use when planning out their campaigns in order to ensure that they use automation properly and to their best effect:<\/span><\/span><\/span><\/span><\/p>\n<p><span style=\"font-size: 12pt;\"><span style=\"font-family: Calibri,sans-serif;\"><span style=\"font-family: 'Arial',sans-serif;\"><span style=\"color: #000000;\"><\/span><\/span><\/span><\/span><\/p>\n<ol>\n<li>\n<h3><span style=\"color: #000000;\"><span style=\"font-size: 12pt;\"><span style=\"font-family: Calibri,sans-serif;\"><b><span style=\"font-family: 'Arial',sans-serif;\">Set Goals<\/span><\/b><\/span><\/span><\/span><\/h3>\n<\/li>\n<\/ol>\n<p style=\"margin-left: 24px;\"><span style=\"font-size: 12pt;\"><span style=\"font-family: Calibri,sans-serif;\"><span style=\"font-family: 'Arial',sans-serif;\"><span style=\"color: #000000;\">Look at how marketing automation can improve your <\/span><a style=\"color: #0563c1; text-decoration: underline;\" href=\"https:\/\/www.oracle.com\/marketingcloud\/products\/marketing-automation\/campaign-management.html\">campaigns<\/a> <span style=\"color: #000000;\">by setting and exceeding goals for the number of: <\/span><\/span><\/span><\/span><\/p>\n<ul>\n<li><span style=\"color: #000000;\"><span style=\"font-size: 12pt;\"><span style=\"font-family: Calibri,sans-serif;\"><span style=\"font-family: 'Arial',sans-serif;\">Leads deemed ready to pass onto sales<\/span><\/span><\/span><\/span><\/li>\n<li><span style=\"color: #000000;\"><span style=\"font-size: 12pt;\"><span style=\"font-family: Calibri,sans-serif;\"><span style=\"font-family: 'Arial',sans-serif;\">Conversions you help contribute to, and at what points in the customer\u2019s journey these conversions happen<\/span><\/span><\/span><\/span><\/li>\n<\/ul>\n<ol start=\"2\">\n<li>\n<h3><span style=\"color: #000000;\"><span style=\"font-size: 12pt;\"><span style=\"font-family: Calibri,sans-serif;\"><b><span style=\"font-family: 'Arial',sans-serif;\">Develop Buyer Personas<\/span><\/b><\/span><\/span><\/span><\/h3>\n<\/li>\n<\/ol>\n<p style=\"margin-left: 24px;\"><span style=\"color: #000000;\"><span style=\"font-size: 12pt;\"><span style=\"font-family: Calibri,sans-serif;\"><span style=\"font-family: 'Arial',sans-serif;\">You create buyer personas by looking at your audience\u2019s backgrounds, demographics, interests, preferences, location, jobs, industries, the challenges they meet, and more to understand where they are coming from and what their pain points are. By knowing that, you can understand how you can help them, offer solutions to their problems, and thus better market to them.<\/span><\/span><\/span><\/span><\/p>\n<ol start=\"3\">\n<li>\n<h3><span style=\"color: #000000;\"><span style=\"font-size: 12pt;\"><span style=\"font-family: Calibri,sans-serif;\"><b><span style=\"font-family: 'Arial',sans-serif;\">Build Workflows Based upon the Buyer\u2019s Journey<\/span><\/b><\/span><\/span><\/span><\/h3>\n<\/li>\n<\/ol>\n<p style=\"margin-left: 24px;\"><span style=\"color: #000000;\"><span style=\"font-size: 12pt;\"><span style=\"font-family: Calibri,sans-serif;\"><span style=\"font-family: 'Arial',sans-serif;\">Map out workflows for the personas you create to engage them and address their concerns at each point of the buyer\u2019s journey. You want a workflow based upon each stage of the buyer\u2019s journey:<\/span><\/span><\/span><\/span><\/p>\n<ul>\n<li><span style=\"color: #000000;\"><span style=\"font-size: 12pt;\"><span style=\"font-family: Calibri,sans-serif;\"><span style=\"font-family: 'Arial',sans-serif;\">Awareness \u2013 A prospect has identified a problem and is seeking a solution.<\/span><\/span><\/span><\/span><\/li>\n<li><span style=\"color: #000000;\"><span style=\"font-size: 12pt;\"><span style=\"font-family: Calibri,sans-serif;\"><span style=\"font-family: 'Arial',sans-serif;\">Consideration \u2013 They are weighing their options and considering which solution to use.<\/span><\/span><\/span><\/span><\/li>\n<li><span style=\"color: #000000;\"><span style=\"font-size: 12pt;\"><span style=\"font-family: Calibri,sans-serif;\"><span style=\"font-family: 'Arial',sans-serif;\">Decision \u2013 They decide upon a solution and make a purchase.<\/span><\/span><\/span><\/span><\/li>\n<li><span style=\"color: #000000;\"><span style=\"font-size: 12pt;\"><span style=\"font-family: Calibri,sans-serif;\"><span style=\"font-family: 'Arial',sans-serif;\">Post-Purchase \u2013 They might have questions about the solution or need add-ons or other products and services in the future.<\/span><\/span><\/span><\/span><\/li>\n<\/ul>\n<p style=\"margin-left: 24px;\"><span style=\"color: #000000;\"><span style=\"font-size: 12pt;\"><span style=\"font-family: Calibri,sans-serif;\"><span style=\"font-family: 'Arial',sans-serif;\">Knowing what persona you are targeting at what stage will help you send the right message at the right time. <\/span><\/span><\/span><\/span><\/p>\n<ol start=\"4\">\n<li>\n<h3><span style=\"color: #000000;\"><span style=\"font-size: 12pt;\"><span style=\"font-family: Calibri,sans-serif;\"><b><span style=\"font-family: 'Arial',sans-serif;\">Create Engaging Content<\/span><\/b><\/span><\/span><\/span><\/h3>\n<\/li>\n<\/ol>\n<p style=\"margin-left: 24px;\"><span style=\"font-size: 12pt;\"><span style=\"font-family: Calibri,sans-serif;\"><span style=\"font-family: 'Arial',sans-serif;\"><span style=\"color: #000000;\">Who your personas are and what stage of the buyer\u2019s journey they are at will dictate the type of <\/span><a style=\"color: #0563c1; text-decoration: underline;\" href=\"https:\/\/www.oracle.com\/marketingcloud\/resources\/content-marketing.html\">content<\/a> <span style=\"color: #000000;\">you produce. Emails and thought leadership can help make prospects aware of your brand. Data sheets that show why your solution stands out can make a difference at the consideration stage. Case studies and demos might nudge someone toward making a final decision and purchase. After that purchase, a thank-you note and follow-up emails to see if they have any questions can keep them engaged and willing to do more business with you. <\/span><\/span><\/span><\/span><\/p>\n<p style=\"margin-left: 24px;\"><span style=\"color: #000000;\"><span style=\"font-size: 12pt;\"><span style=\"font-family: Calibri,sans-serif;\"><span style=\"font-family: 'Arial',sans-serif;\">The possibilities for content are endless. However, all the content you create must be relevant. It has to be something your audience would be interested in. It has to capture their attention, keep it, and present something of value to them, such as information, a pro tip, an invitation to an event, or even an offer. <\/span><\/span><\/span><\/span><\/p>\n<ol start=\"5\">\n<li>\n<h3><span style=\"color: #000000;\"><span style=\"font-size: 12pt;\"><span style=\"font-family: Calibri,sans-serif;\"><b><span style=\"font-family: 'Arial',sans-serif;\">Personalization<\/span><\/b><\/span><\/span><\/span><\/h3>\n<\/li>\n<\/ol>\n<p style=\"margin-left: 24px;\"><span style=\"font-size: 12pt;\"><span style=\"font-family: Calibri,sans-serif;\"><span style=\"font-family: 'Arial',sans-serif;\"><span style=\"color: #000000;\">Use your customer data to<\/span> <a style=\"color: #0563c1; text-decoration: underline;\" href=\"https:\/\/www.oracle.com\/marketingcloud\/products\/testing-and-optimization\/personalization.html\" target=\"_blank\" rel=\"noopener noreferrer\">personalize<\/a> <span style=\"color: #000000;\">your content (and marketing in general) as much as possible. The more you can personalize to your audiences and the stage of the buyers\u2019 journey they are at, the better your chances of winning them over. <\/span><\/span><\/span><\/span><\/p>\n<ol start=\"6\">\n<li>\n<h3><span style=\"color: #000000;\"><span style=\"font-size: 12pt;\"><span style=\"font-family: Calibri,sans-serif;\"><b><span style=\"font-family: 'Arial',sans-serif;\">Multi-Channel Approach<\/span><\/b><\/span><\/span><\/span><\/h3>\n<\/li>\n<\/ol>\n<p style=\"margin-left: 24px;\"><span style=\"font-size: 12pt;\"><span style=\"font-family: Calibri,sans-serif;\"><span style=\"font-family: 'Arial',sans-serif;\"><span style=\"color: #000000;\">Customers now expect a seamless,<\/span> <a style=\"color: #0563c1; text-decoration: underline;\" href=\"https:\/\/www.oracle.com\/marketingcloud\/products\/cross-channel\/index.html\" target=\"_blank\" rel=\"noopener noreferrer\">multi-channel<\/a> <span style=\"color: #000000;\">experience. You will have to engage them with consistent content and marketing across on the channels they prefer and be ready to jump from one to the other. Also, do not forget the importance of mobile, as everyone lives on their phones nowadays. <\/span><\/span><\/span><\/span><\/p>\n<ol start=\"7\">\n<li>\n<h3><span style=\"color: #000000;\"><span style=\"font-size: 12pt;\"><span style=\"font-family: Calibri,sans-serif;\"><b><span style=\"font-family: 'Arial',sans-serif;\">Lead Scoring and Qualification<\/span><\/b><\/span><\/span><\/span><\/h3>\n<\/li>\n<\/ol>\n<p style=\"margin-left: 24px;\"><span style=\"font-size: 12pt;\"><span style=\"font-family: Calibri,sans-serif;\"><span style=\"font-family: 'Arial',sans-serif;\"><span style=\"color: #000000;\">Once the leads start coming in, you have to develop a model by which to<\/span> <a style=\"color: #0563c1; text-decoration: underline;\" href=\"https:\/\/www.oracle.com\/marketingcloud\/products\/marketing-automation\/lead-management.html\" target=\"_blank\" rel=\"noopener noreferrer\">score them<\/a><span style=\"color: #000000;\">. Then you will know which leads need\u00a0more nurture and which are\u00a0qualified to be handed off to sales. <\/span><\/span><\/span><\/span><\/p>\n<ol start=\"8\">\n<li>\n<h3><span style=\"color: #000000;\"><span style=\"font-size: 12pt;\"><span style=\"font-family: Calibri,sans-serif;\"><b><span style=\"font-family: 'Arial',sans-serif;\">Measure Your Performance<\/span><\/b><\/span><\/span><\/span><\/h3>\n<\/li>\n<\/ol>\n<p style=\"margin-left: 24px;\"><span style=\"color: #000000;\"><span style=\"font-size: 12pt;\"><span style=\"font-family: Calibri,sans-serif;\"><span style=\"font-family: 'Arial',sans-serif;\">How many leads did your campaign attract? How many did you hand off to sales? How many conversions did you help make? How much did you affect ROI? Review your goals and see where leads might have dropped off and how you can tweak, revise, and improve your process. <\/span><\/span><\/span><\/span><\/p>\n<\/div>\n\n<p><a href=\"http:\/\/feedproxy.google.com\/~r\/itsallaboutrevenue\/~3\/BYkjVlBfyoQ\/8-marketing-automation-best-practices-to-maximize-your-campaign-efforts\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Marketing automation allows digital marketing teams to do more with less. But how can a marketer make the most of their marketing automation efforts? These eight practices give a framework teams can use when planning out their campaigns in order to ensure that they use automation properly and to their best effect: Set Goals Look [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":224425,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[17,11,10],"tags":[],"_links":{"self":[{"href":"https:\/\/qcsglobal.com\/blogs\/wp-json\/wp\/v2\/posts\/224424"}],"collection":[{"href":"https:\/\/qcsglobal.com\/blogs\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/qcsglobal.com\/blogs\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/qcsglobal.com\/blogs\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/qcsglobal.com\/blogs\/wp-json\/wp\/v2\/comments?post=224424"}],"version-history":[{"count":1,"href":"https:\/\/qcsglobal.com\/blogs\/wp-json\/wp\/v2\/posts\/224424\/revisions"}],"predecessor-version":[{"id":224458,"href":"https:\/\/qcsglobal.com\/blogs\/wp-json\/wp\/v2\/posts\/224424\/revisions\/224458"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/qcsglobal.com\/blogs\/wp-json\/wp\/v2\/media\/224425"}],"wp:attachment":[{"href":"https:\/\/qcsglobal.com\/blogs\/wp-json\/wp\/v2\/media?parent=224424"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/qcsglobal.com\/blogs\/wp-json\/wp\/v2\/categories?post=224424"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/qcsglobal.com\/blogs\/wp-json\/wp\/v2\/tags?post=224424"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}