In B2B marketing, demand generation is increasingly
complex and requires precise measurements to fine-tune and scale your marketing
processes. You can operate manually on a very small scale, but any lead
generation campaign spread over time involving a large number of prospects and
multiple touch points will require a reliable marketing automation solution.
Before you select and implement a marketing
automation solution, make sure you have completed the following items.
1. A documented process for the entire sales cycle
that includes the sales organization is required. This includes how leads flow
back and forth between sales and marketing and how loops will be closed.
Formalize an agreement with sales about the metrics you値l collect and use to
measure success. Also, an agreement with sales about what constitutes an MQL,
an SQL, and an SAL will be required.
2. Agreements with sales about scoring algorithms
for each of those three funnel states, including how you値l determine prospect
intent based on website visits and other touch points needs to be devised. An
understanding about when and how you want to nurture leads will ensure a very
clear picture of your marketing automation requirements, which in turn will
help you to choose the best solution.
3. Most companies will be replacing or
supplementing existing computerized tools. (Many will likely be spreadsheets.)
You may, for example, need to integrate with a CRM system or a web log file
analysis tool. You値l need to create target system architecture as well. So,
get help from your vendors (existing and future) as well as from knowledgeable
people in your company. The latter category will likely be systems-savvy
marketing folks or marketing-savvy IT folks (if that organization exists in
4. You need to determine what kind of help you値l
need and who will fill those roles. This will likely be a combination of
internal and external resources. The latter category may include vendors,
consultants and short-term contract expertise. You値l need technical assistance
as well as process and data experts. If you can find that combination in a
single person, that痴 optimal. If not, assemble an appropriate team and make
accountabilities clear. A project manager is a single person who needs to be
accountable for planning and executing the implementation.
5. Inventory Your Digital Assets - These questions
need positive answers before you start:
- Is your website ready?
- Has it been optimized for search engines
- Do you have appropriate CTAs in the correct
- Is your marketing content ready? Do you have
enough of it? Is the quality good?
A robust marketing automation system can add the desired number of
leads to your marketing
funnel. A good lead scoring model
can be added to score leads tracked through this system.
Read more on - Lead Nurturing