| [January 18, 2013] |
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TreeHouse Interactive Offers Ten Tips for the New Year to Maximize Marketing Campaigns and Increase Bottom Line Success
SALT LAKE CITY --(Business Wire)--
TreeHouse Interactive (News - Alert)™ (www.treehousei.com),
the technology leader in on-demand marketing
automation and partner
relationship management (PRM) solutions, today announced its top 10
"must-dos" for companies looking to get the most out of marketing
automation in 2013.
"It is no secret that getting a marketing automation system up, running,
and contributing to your bottom line takes both implementing technology
and changing processes," said Chris Frank, marketing director, TreeHouse
Interactive. "But for many marketers, getting over this hurdle is where
they stop. If your New Year's marketing resolution is to make the most
of your automation investment, you need to assess your entire marketing
picture-from technical capabilities and database cleanup to business
processes and metrics. This will enable you to truly maximize your
marketing return on investment this year."
Following are 10 New Year "must do's" to optimize marketing automation
ROI:
-
Integrate what is most important - One of the core benefits of
marketing automation is the ability to qualify, nurture and distribute
leads. Being effective here means integrating marketing automation
with your CRM system. By integrating these, you can take leads that
have fallen out of the sales process or leads that have converted to
customers and put them on a nurturing track for either re-engagement
or customer retention. For online retailers, shopping cart integration
is also important because it will better enable you to power up-sell,
cross-sell and customer loyalty efforts.
-
Leverage anonymous web visits to create leads - It's important
to evaluate your use of marketing automation web analytics and
behavioral tracking. Some systems give you the ability to see deep
into website behavior and identify companies that have demonstrated
interest in your content as anonymous visitors. This information can
then be linked to services like data.com or ZoomInfo, which allow you
to find and download contacts at these companies based on the
information they have interacted with on your site. Analyzing this and
other behaviors can help you infuse new qualified prospects into your
database and sales funnel.
-
Connect forms/landing pages - Many marketers, even though they
are using a marketing automation system, are not connecting campaign
elements effectively so they can see campaign return on investment
(ROI). Be sure your forms and landing pages are linked to campaign
elements in your CRM and marketing automation systems for reporting
and are correctly linked to email communication. Be sure to alsotake
down forms or landing pages related to campaigns that are no longer
active.
-
Remove the dead weight - Most marketing automation solution
providers charge based on the size of your database. As such, it makes
good sense to remove contacts that you either cannot reach or who have
no interest in what you do. Remove not just hard bounces-totally
invalid addresses- but also consistent non-clickers, non-openers and
non-purchasers for online retailers. If you feel some of these are
still valuable contacts, first try an engagement campaign to target
them and cut the ones that do not respond.
-
Clean up your data - The more contacts you can categorize
correctly and provide normalized data for, the better your chances of
producing the numbers necessary to reach your goals. Be sure your
marketing automation system supports the ability to mass update
contacts and then categorize as much as possible. Drill down into data
and categorize by contact type, product interest, titles, vertical
markets, roles, etc. The more you can categorize, the better you can
target your campaigns. More targeted campaigns have consistently
demonstrated higher response rates and revenue.
-
Define your leads - It is essential to have an agreed upon lead
definition that is constantly updated through regular meetings with
your sales team. This will help you know what qualifying questions
need to be asked by marketing at what point in the buying cycle.
Ultimately, this practice contributes to better qualified leads and
produces the revenue you are really going after.
-
Implement effective list management - Don't waste time creating
lists in your CRM system that aren't automatically synced into your
marketing automation system. An information sync should be up and
running or you will have increasingly difficult problems with
targeting. Ideally, upload lists to your marketing automation system
first. Place contacts on the correct nurturing and communication path,
and send only qualified leads on to sales. There are always
exceptions, but if you don't get contacts on the right subscriptions
and nurturing paths or if you clog your CRM system with a large amount
of unqualified leads and contacts, you're asking for future headaches.
-
Don't 'set and forget' the nurturing process - Nothing is worse
than a prospect getting a timed nurturing email for a product that is
no longer available, a promotion that is no longer running or a white
paper download that is out of date. Frequently revisit your nurturing
paths and be sure that the communication is relevant and actionable.
-
Remember to focus on what is most important - Be sure that
every campaign has real dollars tied to it, and ensure that your
marketing automation and/or CRM system can identify what revenue is
being generated by your efforts. No matter how short or long your
sales process is, setting your systems up to report this data is
essential for making better marketing decisions down the road and
getting buy-in from executive and financial teams for your initiatives.
-
Get access to an immediate view of success - Having said
revenue is the most important metric, be sure that you have clear and
insightful reporting that is more immediate in nature when looking at
campaign effectiveness. Be sure your marketing automation system
automatically delivers metrics on open rates, click-through rates,
landing page traffic, landing page conversion rates, number of social
shares, conversion sources and so on. Establish base metrics for each
and see how new campaigns compare. If you're not set up to get these
campaign metrics now, review the execution process within your system.
Bonus Tip: Review your content marketing effectiveness - For many
companies, content marketing is now playing a key role in moving buyers
through the buying cycle. Review what content is being consumed by
buyers in your marketing automation system. Identify high and
underperforming pieces. Is there a pattern in successful buying cycles
in terms of specific content, type of content or even the format of
content Use this information to help fuel better content creation and
more effective nurturing.
Resources
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#marketingautomation investments
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About TreeHouse Interactive
TreeHouse Interactive delivers
on demand partner relationship management (PRM) and marketing automation
solutions to companies that want to grow. Reseller View is the most
complete PRM in the industry while Marketing View has been innovating
marketing automation since 1998. For more information, visit www.treehousei.com
or call 801.576.8428.
TreeHouse Interactive, Marketing View, Reseller View and the
TreeHouse Interactive logo are trademarks of TreeHouse Interactive. All
other brands, products, or service names are or may be trademarks or
service marks of their respective owners.
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