tag:blogger.com,1999:blog-34368959.post6989827631530354409..comments2024-03-25T04:32:02.396-04:00Comments on Customer Experience Matrix: Best Practices for Marketing Automation and Demand Generation CampaignsDavid Raabhttp://www.blogger.com/profile/03489754392712536104noreply@blogger.comBlogger5125tag:blogger.com,1999:blog-34368959.post-28608457655321793752010-02-14T15:36:43.953-05:002010-02-14T15:36:43.953-05:00David;
An excellent and detailed post which provid...David;<br />An excellent and detailed post which provides a great basis for people to begin thinking about it all.<br />Agree completely with cdoran about the importance of it all being a Process.<br />I would add the following thoughts to round out the picture a little more:<br />1) Think of the process as consisting of the following sub-processes: Attract, Engage, Nurture, Qualify and Close. It helps to further sub-divide each one into the respective activities it requires. For example, Attract involves using SEO, PPC and SMM (Social Media Marketing) to attract more people to your site.<br />2) For each of these sub-processes, design a way to do each one, include the Key Performance Indicators you will use to measure success or failure and devise suitable metrics to capture and analyze.<br />3) Then run these processes under the Process Mantra of: Think, Plan, Do, Measure and Repeat. If you do this, you will be following the path of continuous process improvements and thus be well on your way to getting better and better.<br />4) Use the insights you can glean from your Demand Generator's tracked, "digital footprints" to learn more about your prospects and what motivates them. This is just one of the important details you will use when you "Think" about your results and then "Plan" what to do about them.<br />If your readers are interesting in learning more, our website offers a comprehensive glossary of terms, great posts detailing all this and more, and explanations on the tools and techniques involved in Sales and Marketing Automation. You can find us at www,gossamar.comUnknownhttps://www.blogger.com/profile/05661087323981073745noreply@blogger.comtag:blogger.com,1999:blog-34368959.post-46589007822593991492009-01-26T19:37:00.000-05:002009-01-26T19:37:00.000-05:00Hi Chris,Yes, companies definitely become more sop...Hi Chris,<BR/><BR/>Yes, companies definitely become more sophisticated over time. The first step is just to do the campaigns at all: starting with basic emails, landing pages forms to capture basic data, simple lead scoring, and integration with the CRM/SFA system itself. Multi-step nurturing campaigns come next--and hopefully quickly because they add huge value. After that, I'd say more personalization, more elaborate campaign flows, and better analysis including links to revenue. I think more external data, rule-based content selection, and really sophisticated scoring come towards the end. One exception might be if sales is deeply involved, in which case they might push for behavior-based scoring and activity alerts early on, since behaviors can identify good leads that might otherwise be overlooked.<BR/><BR/>Those are just my thoughts. Anyone else willing to share their experience?David Raabhttps://www.blogger.com/profile/03489754392712536104noreply@blogger.comtag:blogger.com,1999:blog-34368959.post-21603673869549887962009-01-26T19:13:00.000-05:002009-01-26T19:13:00.000-05:00David;Your posts are extremely thorough. In my ex...David;<BR/>Your posts are extremely thorough. In my experience, adoption of a demand generation system is a process - not an all or nothing proposition. What do you see as the hierarchy of priorities as a company starts from scratch and moves to higher level of greater levels of sales and marketing alignment?<BR/><BR/>We currently see a huge up-tick in our customer base around the $10M-$50M company - their needs are quite different from those of a $10B company.cdoranhttps://www.blogger.com/profile/13766658731535225292noreply@blogger.comtag:blogger.com,1999:blog-34368959.post-52893237939038446742009-01-23T15:32:00.000-05:002009-01-23T15:32:00.000-05:00Excellent recap for anyone who is curious about th...Excellent recap for anyone who is curious about the marketing automation industry.<BR/><BR/>If I was to add a piece of advice for fellow small business owners and entrepreneurs, it would be this:<BR/><BR/>"Offer value."<BR/><BR/>Marketing automation takes long-term planning. Plan out your marketing sequences at least four months ahead and always offer dynamic, exciting and informative information for follow up. <BR/><BR/>The biggest failure I see is when a marketer doesn't provide relevant value to their audience. Value can more easily be delivered when they are segmented properly. <BR/><BR/>I'd like to see what you think of our marketing automation software -- at least from the shoes of a small business owners and entrepreneur. <BR/><BR/>I invite you and your readers to check out our software by visiting http://www.infusionsoft.com/product/products or sign up for our video demo at http://www.infusionsoft.com/product/demo .<BR/><BR/><BR/>--Joe<BR/>http://www.infusionblog.com/Joehttps://www.blogger.com/profile/13939238489781226443noreply@blogger.comtag:blogger.com,1999:blog-34368959.post-64676497106716298512009-01-19T12:45:00.000-05:002009-01-19T12:45:00.000-05:00David,you're definitely correct that effective dem...David,<BR/>you're definitely correct that effective demand generation involves coordination of many subsidiary parts; data, content, audience, timing, etc. Compared to yesterday's outbound campaigns, whose success was mainly governed by how good your creative/copywriting was, success of today's demand generation campaigns is governed by how good your marketing operations is.<BR/><BR/>Thanks for a great post that highlights the need of us marketers to ensure that our data, operations, analysis, targeting, timing, and segmentation is optimized. Too often we get enamoured with witty copywriting or great creative, and forget that today's prospective buyer will not be interested in our message unless it relates to a need he or she has at that moment. <BR/><BR/><BR/>We cannot deliver on that goal unless we first work to understand what that prospective buyer needs at this moment in time. We cannot deliver a message based on that understanding unless we first get our marketing operations in order.<BR/><BR/>Thanks for calling attention to this challenge.Steven Woodshttps://www.blogger.com/profile/06376596253100522418noreply@blogger.com