marketing automation assessment · keep sales reps informed: make sure prospect activity is...

Marketing Automation Assessment

MA Assessment© 2017 Bonfire Marketing.All rights reserved.

Bonfire Marketing3530 N Vancouver Ave., Suite 200 Portland, OR 97209

[email protected](503) 334-2071

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SITUATION

KEY FINDINGS

Foundation • Basic

Foundation • Advanced

Email Marketing • Basic

Recommendation

None

Tracking Code: Installed on all web properties,reporting properly and filtering out yourcompany’s IP.

Naming Conventions: Use of consistent namingconventions on forms, lists, landing pages,files/content to keep instance clean and makeassets easy to locate.

Email Engagement: How do your metrics stackup? Measure your click-through rate (CTR)(industry benchmarks) and click-to-open (CTO)rates (note: 20%+ is considered good for most)

Deliverability: Use system tools to ensure emailswill not get trapped in spam filters.

Email Unsubscribe Prevention: Use of asubscription or preference center. Goodsegmentation and use of supression lists toprevent unwanted email sends.

Preventing Single Point of Failure: Cross-trainingmultiple users on your instance to ensure younever miss a beat in the event that one of youremployees wins the lottery.

Checks and Balances: Good processes in placefor sending outbound emails, modifyingautomation rules or templates to preventcostly errors.

CNAME / Subdomain

CRM Connector: Regular sync happening, cleanmapping with fields, lead score and prospectactivities being displayed on CRM records andsales enablement features are activated.

Partial Optimal


FEATURE UTILIZATION NOTES

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Email Marketing • Advanced

Lead Nurturing / Drip Campaigns • Basic

Lead Nurturing / Drip Campaigns • Advanced

Recommendation

None

Dynamic Content: Relevance drives conversions.Send the best messages and offers based onbuyer profiles.

Automated Campaigns: Route leads directlyinto nurturing campaigns based on interestcategory segments/buyer profiles and buyingcycle stage (i.e. Awareness, Consideration, andTransaction).

Prevent Dupliate Content: Automationcampaigns that prevent sending someone thecontent they just downloaded.

Recycling Campaigns: Continue engagingprospects who aren’t moving through thebuying cycle. Campaign examples include:lead stage or opportunity stage (i.e. closed lost),or lack of sales rep activity.

Triggers to halt Nurturing Emails: As fast assomeone can be added, ensure you’ve gotsuppression lists or automation programs in placethat remove prospects based on data attributes,behavior or internal sales rep activity.

Email Testing Programs: “Always be testing” tosee which design, offers, what frequency ofemails, or what time of day are most effective.

Mobile-Friendly Templates: How many of youremails do you look at on your mobile phone?We thought so.

Partial Optimal


Responsive Design and Coding: Responsivedesign for any screen (desktop, tablet andmobile).


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Landing Pages • Basic

Landing Pages • Advanced

Database Management • Basic

Recommendation

None

Progressive Profiling: Utilize progressiveprofiling to minimize the total number of formsfields, which helps reduce friction and increaseconversions.

Dynamic Content: Give the people what theywant by dynamically serving messages andcontent/offers based on who they are and whatthey care about.

Pick Lists vs. Open Text Fields: Keep your dataclean and allow for good segmentation by usingpick-lists whenever possible.Auto-append: Be sure to turn on any auto-appendoptions (e.g. add country and state from prospectIP address) to reduce unnecessary fields.More Advanced Forms: Utilize conditional fieldsto improve user experience and hidden fields togather and store more information about yourprospects.

Mobile-Friendly Templates: How many of youremails do you look at on your mobile phone?We thought so.

A / B Testing: How well do your pages convert?Take a portion of your list and split to the traffic toposition your programs for the best success.

Responsive Design and Coding: Responsivedesign for any screen (desktop, tablet, mobile).

Pre-populated Data on Forms: Don’t makeprospects continue to fill out the same fields ifyou already have the data.

Social Media Integration: Use of fast-actingsocial sharing icons so others can help you spreadthe word.

Partial Optimal



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FORMS:

Database Management • Basic

Database Management • Advanced

Lead Scoring • Basic

Recommendation

None

Lead Assignment and Routing: Your marketingautomation solution and CRM should worktogether to get prospects assigned to the rightpeople and make sure they are notified and ableto follow up in a timely manner.

Data Cleansing: Automation programs that addattributes to records and maintain databasehygiene will make a huge impact for marketing,sales and the bottom line.

Agreed Upon Scoring Model: Get buy-in fromyour friends in Sales and create a feedback loopto continue to improve.

Negative Scoring: When it comes to lead quality,it’s not a democracy. Add scoring for demographic/firmographic attributes, visits to certain pages(looking for a new job are we?) and depreciatescores over time as leads get stale.

Monitor and Augment Email Unsubscribes: Monitor email unsubscribes and run contactgathering programs at target accounts to preventgetting locked out of the inbox.

CRM Campaigns: Sales opportunities live in yourCRM to adding prospects to CRM campaignsand adjusting campaign stages ensures thatmarketing’s involvement is well documentedwhen the boss comes calling or Sales wants toknow what the marketing team is contributing.

Tracking Content Interest: Add prospects to CRMcampaigns, add tags or drop into segmentedlists based on page visits, content downloads, etc.so you can keep track of what your prospects havelooked at.

Partial Optimal



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Lead Scoring • Advanced

Sales Enablement • Advanced

Recommendation

None

Score Leads more Granularly: Many solutionsprovide global scoring which makes it easy to giveeveryone the same score for an action. But, not allforms are created equal and visits to specific pagesshow real buying interest. Make sure your scorestruly find the best leads.

Keep Sales Reps Informed: Make sure prospectactivity is available in CRM for sales reps to see.

Personalized Emails: Set up auto-responseemails to come from the most appropriate salesreps. If your marketing automation solutionallows it, teach your sales reps how to send emailsto prospects with sales tracking (i.e. directly fromthe CRM or using an Outlook plug-in).

Prevent Unwanted Emails to Key Prospects: Build automation programs and supression liststhat will remove prospects from programs (i.e.those with an open opportunity or existingcustomers). Allow reps to remove prospects fromemail programs themselves.

Sales Alerts: Send sales reps emails when theirprospects take action and when new records areassigned. Many CRMs also allow tasks to be createdto help improve follow-up.

Caps to Retain Manageable Scores thatMake Sense: Cap lead scores and requirespecific actions and demographics/firmographicsto reach certain scores so it’s not just the mostactive prospects on your website that end upwith the biggest lead score.

Account-level Scoring: Keep track of what’shappening at key accounts and determinewhich companies are most active in looking atyour solution.

Partial Optimal



Reporting • Basic

Reporting • Advanced

Recommendation

None

Website statistics and visitor metrics.

ROI for all marketing channels and marketingcampaigns.

Marketing’s contribution to pipeline.

Untouched lead report to ensure consistentfollow-up and marketing program success(i.e. lead aging reports).

Partial Optimal



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Dashboards by Role: Unique reports that quicklygive executives, sales and marketing leaders,and individual contributors the key informationthey need.

Trends for Lead Life C ycle Stages: Keep an eyeon your pipeline and your conversion rates foreach stage (e.g. inquiry, marketing qualifiedlead, sales qualified lead, sales accepted lead,opportunities by stage, etc).

Activity by Buyer Profile: Your messages andcontent should be different so keep score on howwell you’re doing with the key players involved inmaking a decision.

Key Account Activity: Retain focus on the dealsthat will really make a difference at yourorganization.

Lead Score/Lead Grade Trends: Keep an eye onlead quality and measure scores to ensure you’removing people along the buying cycle.

Email Delivery: Have reports automaticallydelivered via email every week to key people inthe organization.


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marketing automation assessment · keep sales reps informed: make sure prospect activity is...

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