A marketing automation campaign is like a good cooking recipe! This introduction leaves you thinking …? Yet you will see, through 5 key steps, you can build a real marketing automation strategy and even succeed in generating results for your business.
On the other hand, if you forget one of the ingredients, your marketing automation scenario may not be up to your expectations.
Although the relationship needs are different from one company to another, the methodology to succeed in generating more leads, reduce sales cycles and automate business prospecting processes, is inspired by the same skeleton. Discover the secret to success in your future campaign.
Prerequisites: Have the right utensils!
Before you even get behind the stove, some prerequisites are required.
Before starting the preparation of your marketing automation campaign, you must define your target precisely. This way, you can create one or more pre-qualified segments in your contact database.
Second, you need a marketing automation software that allows you to implement your scenario. If this is not the case yet, take advantage of our latest Benchmark to help you choose the right tool.
Now that your work plan is ready, you can start your project.
Step 1: Define your goal
First, set your goal clearly. This last will be all the more useful when calculating your ROI after the campaign. You are reminded of the rule: clear, attainable, measurable.
For example, you want to reactivate cold contacts in business opportunities via a quote request.
Other goals are often offered in marketing automation software as follows:
Step 2: Identify the bread points of your users
What we call marketing pain points are the irritants that your users express. In other words, these are the complex passages or blockages that your prospects encounter in your user journey.
To identify them, put your customer experience to the test, take a look at your analytics (on the bounce rates of your pages for example) and use the verbatim you have.
Then list all objections expressed and create an email for each irritant whose content provides a solution or response to your user.
For example, you are able to extract the ten major refusal patterns recorded in call center conversations.
Step 3: Write an email by solution
Adapt its content according to the “problem” encountered by the user
You can design a common email template. However, it will be necessary to customize both the subject of the email and its content.
Use the good practices of writing an email, namely:
- an impacting object
- a call to action
- a suitable landing page (a subscription form or a landing page for example).
Take the example of our insurer. One of the answers to the objection “It’s too complicated to change insurance”, would be “Change insurance in 1 click. Discover our new simplified approach and save up to 1 month of insurance “.
Adapt your scenario according to the user’s navigation
Then, your scenario must be different to handle all the possible behaviors of the user:
- If he clicks on your link, you can automatically give him a good scoring to propose him by email an appointment the next day.
- If he completes the contact form and leaves his phone number, you can send an SMS to your account managers to call him within 2 hours.
- However, if it does not open the email, you can restart it at D + 7 with a new hook.
Step 4: Implement your scenario and test it
Now that your campaign is clear, your target audience known, your goal set and your content relevant to your users’ irritants, you can set it up in your marketing automation tool.
The campaigns are created more or less in the same way from one software to another. We often find the principle of drag and drop of elements that come to build a “tree” or diagram.
- We remind you of the key ingredients of automation marketing scenarios:
- a trigger or a whole customer segment (Example: “call center refusal contacts”)
- an action (Example: “send the email n ° 2 – simplified approach”)
- decision branches (Example: “email open or not?” “Click in the mail?” “Form completed?” etc. …)
- a timing (Example: “raise to D + 7”)
Test multiple emails and customer segments in small volumes. When you identify the version that works best, you can send your email massively to all your contacts.
Step 5: Track the performance of your campaign and iterate
Thanks to the definition of your objective beforehand, it is very easy to know your KPIs.
Regarding the example of the reactivation of cold contacts, it can be:
- the conversion rate of each version of your email
- filling rate of your contact form or subscription
- number of actual sales
These encrypted lessons will be essential for you to adapt and re-launch a similar campaign, otherwise, you risk not exploiting the full potential of your marketing automation campaign.
Achieving a successful marketing automation campaign is now within your reach by following the methodology and best practices we have presented to you.
Regarding the “Chef”, it’s up to you to see. If you have all the skills required to achieve it or if you prefer to call on experts to accompany you.