Step 7 Marketing Lead Automation Systems
November 11, 2010 Leave a comment
[tweetmeme source= “brennels” only_single=false]Next to increasing your audience by growing your customer database being able to effectively measure and manage is just as important. There are many marketing automation systems available and those that integrate easily with with your internal CRM system and website will be one of the deciding factors on selecting which one is right for you. The selection process is probably the easiest step in process as planning and integration for the implementation will take most of the time. Here are some thoughts on how to make the process go smoothly.
Stakeholders – Get a team of stakeholders together that will be responsible for each phase of the implementation. You will likely need a developer, webmaster, member of the sales team, CRM team and IT. This will help make sure that you have all the infrastructure in place to facilitate your requirements.
Lead Scoring – This is the process of being able to rank your website visitors based on engagement or lack thereof. If a visitor takes action on a specific piece of collateral or call to action you can rank their interest. This allows you to then determine how often you touch them with other emarketing efforts like newsletters, invites to webinars/seminars and or product updates. There are some interesting metrics that suggest that it takes 5 touches before a deal is actually closed. This could take place over months or even years but the engagement is critical to understanding the visitor behavior so you can provide valuable content.
How to engage – Determining how and method for engagement will be important to help your lead nurture efforts. The nice option about lead automation systems is you have the ability to engage visitors via various forms which will help you identify where they are in the sales cycle and how close they are to purchasing your products or services.
Not all systems are the same and depending on your internal infrastructure will determine how long it may take to implement all phases of the project. Break the implementation down into phases so you can start enjoying some immediate benefits while you continue to better integrate and tweak the system to improve results