Marketing Automation is a spectacular tool. Our clients, however, find that implementing and using a tool suite can be complicated to use and struggle because they think that there must be a short cut or tricks – - or that they need to learn “best practices.”
While there are certainly very valuable best practices – - particularly the more advanced work like lead nurturing processes and analytics – - the term tends to be a vague collection rather than specific, actionable ideas. ReveStar therefore recommends that you take the concepts of “best practices” and apply them in such a way that allows them to become “what works.”
More often than not, best practices are business processes which are developed to solve prior issues, but sometimes these processes don’t translate well from company to company.
As such, “what works” is using prior solutions but in a way that varies from company to company – focusing on how it should work looking forward. Of course, “what works” uses solutions for existing problems and expands on “best practices.” However, in the age of very fast innovation, what worked for a prior customer, whether in the form of data cleansing, integration with SFDC and/or lead scoring, may be different from what works for you.
Here are some examples:
|Best Practice||What Works|
|Content Marketing||Narrow focus, point-driven webinars; action-based blog entries; in-depth case studies and white papers; “likeable” video demos and testimonials.|
|Landing Pages||Tightly focused information; call to action; great headlines above the fold|
|Lead Nurturing||Keep your name front and center; build relationship relevant and cool content; personalized communications with specific interests of client|
|Research and Testing||Test what is important; test an offer in every campaign; use website optimizer in Google Analytics, use strong offers.|
By using “what works”, you stay ahead of your competitors by truly coming up with innovative uses of your marketing automation tool sets. Using “what works” will allow you to reinvent your industry, leading you to a more lucrative future.