MARKETING AUTOMATION

Developing a System of Action

Common

problems

and how we

help

• How important is customer experience?

  Although there are parts of the customer experience that don’t always originate from or relate to marketing, every experience your customer has with you is important and understanding as well as factoring every experience into how you serve your customers is important if you’d like for them to spend more with you. Do you know every touchpoint your customer has with you today? Do you have a sense of how good/effective that touchpoint is relative to feedback? If the answer is no, you may want to find out. How we serve our clients is to help them get a sense of everything in the field of play today. Even contact from sales or product. What’s the purpose of the outreach and how can it be even more seamlessly woven into the overall brand experience? That’s what we’ll help you answer. Because within this map of experiences is how we can help nurture customers to areas we’d like for them to explore and convert.

• How do I map out the customer journey?

  A constellation of connection. Google Analytics fortunately offers a lot of the datapoints if not all from a marketing perspective. There are tools that can help visualize this data to make it easier to decipher. HubSpot’s attribution reports are a good example. Give the reports the parameters like what’s the scope? Are we looking at a specific campaign or the whole shabang? What time period? What channels? Once we’ve specified we can start to splice and dice to uncover the insights most relevant.  We’ll help walk this road with you. We can work together to determine the lanes and avenues most suitable to support your success.

• What types of workflows should I target?

  Where are you looking to convert? A good question to start with that will shift things. Ultimately most workflows revolve around email. That’s the way you’re getting in front of your customer with your tray of offerings. Offerings, the plural, being key there. You want a bit of a buck shot with the way that you approach email. Maybe it’s the initial part of the email highlighting a new product. Maybe it’s the middle part of the email talking about a story. Maybe it’s the end of the email with a bunch of photos you always include. The point is – multiple prongs and each has its own workflow because each represents a different type of interest. That’s how intricate this can get and the type of complexity you should be shooting for, especially if you’re eCommerce or B2B SaaS. We can help you translate business goals into actionable workflows that can be measured and improved.

• What tools should I work with?

  Whatever best fits your ecosystem. HubSpot is easy-to-use while also being plenty effective for even the largest of players. Salesforce Pardot has become a corporate tried and true tool. Especially those places where this aspect of marketing has more of a technical ownership (product very involved with and/or owning marketing). Oracle’s Eloqua is the best-in-class but also requires almost a degree in the technology to understand. Worth it? Generally no. Our recommendation is HubSpot for ease of use and performance although we can support any existing system.

INSIGHTS