Anyone who has watched an episode of MasterChef can see the show’s chef judges scolding contestants for a dirty and disorganized work table.This principle of keeping your work environment clean and tidy doesn’t just apply to the culinary world. It applies to everything! Especially when we talk about marketing and automation strategies .
When I joined Rock Content, the team had
around 20 employees focused exclusively on a luxembourg phone number list single product and market, the Brazilian one.
Today we are still a lean team , but we have 4 products and a global presence, with a strong presence in Brazil, Mexico and the United States (i.e. 3 languages). None of this would be possible without organization.
If you want to know what I’ve learned throughout this growth journey and take a look behind the scenes, now is the time! Join me to learn our 4 marketing automation planning tips!
How to plan marketing automation for growth?
Customization of marketing automation is one of the most important features of this type of tool (and one of the most widely spread by companies that market this type of software). And that’s understandable
Since everyone can customize whatever they comparing email and cold calling: the difference between them want and there are hundreds or even thousands of use cases, we found little content on how to use the tool on a daily basis to maximize planning and organization of all the data and information that a marketing automation tool can contain.
Here at Rock Content, we help hundreds of
clients with their marketing strategies . I lost count of how many times I logged into a client’s RD Station or Hubspot and couldn’t figure out what was going on there. I was dependent on someone at the company in question to translate what the purpose or audience of the emails, nurturing flows, landing pages, etc. were.
This goes in the complete opposite direction to the mission of these tools! Marketing automation is about saving time, talking to your audience by paying attention to their particularities, and collecting data that can make this work even more effective.
Because everything is customizable, those lack data working with marketing automation tools end up using the current context and, in many cases, never develop rules or guidelines that organize all the available content.
Organize your contact sources
One of the main functions of the marketing team is to help the sales team to… Sell!
To do this, alignment between these two teams is key. And that’s where your marketing automation plan should start: what information will your sales team ALWAYS need
Anyway, these questions are just some suggestions that can guide your reflection.
Here at Rock Content, for example, the sales team needs 6 pieces of data:
- Name: for a more humanized contact;
- Email: to contact and share educational or informative content about our products and services;
- Telephone: to facilitate communication and also make contact more human.
- Company website: to perform technical analysis on performance and user experience, as well as to better understand the profile and business of potential customers;
- Number of employees: For internal organization, as we believe that size greatly influences the type of pain or problem a company may have, and organizing our process around this ensures better success rates;
- Area of specialization: for internal organization, since we have different offers depending on the sector.
As I said at the beginning of the text, the example I brought here may not be valid for your company (or maybe it is). Anyway, it is up to the marketing team to talk to sales and find out.
Once your business needs are met, repeat the process with just your marketing team in mind: Is there any other information that is essential to carry out your strategies? If so, add it to the list!
For example, other fields that are essential for the operation of Rock Content are: preferred language, contact location, product of interest, conversion date, contact origin, conversion channel, among others.
With the list created, you now know what information
(properties) is essential for your marketing operation and you can:
- create the custom fields you don’t already have and start collecting and analyzing that information;
- remove duplicate or unused fields;
Oh! Before you remove an unused field, we recommend that you start by disabling it in the title. For example, add the word [ADVANCED] or [DISCONTINUED] to the property name while you train your staff to use the new field or process.
Done! With the properties organized, you can now optimize another process that is carried out within the Marketing Automation tool: the creation of forms!
2. Organize your forms
Forms serve a wide range of purposes within an automation implementation:
- They can be used within landing pages or on your own website to capture new information;
- They can be created just to facilitate an internal process (e.g. the sales team wants to include in the tool the leads captured at an in-person event so that the marketing team can work on them as well);
- They can be integrated with other tools to perform data transmission (for example, data captured in interactive content within the Ion tool , which Rock Content markets, will be sent to Hubspot), etc.
Regardless of your use, now that you know what the critical data is for your marketing and sales processes, you can now review all the forms in your tool.
Here I find it interesting to share that, in a digital strategy, less is more! The more fields a person has to fill out on a form, the lower your conversion rate will be.
Therefore, it is important to know what is really essential and just work with that.
It is Marketing’s responsibility to understand this scenario and design strategies that maximize results (and are appropriate for the offers in question).