Today’s marketers are feeling the disruptive force of social media and therefore need to move from reactive to proactive in their planning and execution. At Convertiv, we’ve found that marketers typically address this pace and add tools to their marketing arsenal to help them keep pace but this typically results in more stagnation as they focus more on the methods of automation instead of the brand engagement required to attract the right prospects and evangelize their customers.
Agile Content Marketing is the Answer
To truly become agile, marketers need to focus entirely on the customer, sourcing insight based on market conditions and business direction and aligning it to revenue. This combined with the ability to act quickly to either adapt or refocus marketing campaigns, automating as many elements of the response as possible and identifying the right channel mix for engagement — positions an agile marketing team to tackle the fast pace of customer engagement. It’s vital to get buy-in from the top of the organization so that these campaigns map to specific business goals and the resource alignment is supported.
A Marketing Automation Plan in 3 Steps
The concept sounds simple but achieving this agility requires the adoption of a marketing automation plan. Marketing automation is a subset of customer relationship management (CRM) that focuses on the definition, scheduling, segmentation and tracking of marketing campaigns. The use of marketing automation makes processes that would otherwise have been performed manually by sales more efficient and makes new processes possible.
- Strategic Planning — involves developing a strategic structure for your content marketing, assembling and training the group to manage your content marketing operation, the continual and iterative process of generating a steady flow of ideas for your content, and the production and distribution methods for publishing content across the web.
- Audience Development, Conversion & Nurturing — the identification of the appropriate channel mix aligned with audience personas and conversion stage that will generate traffic to your content and a path to convert visitor to leads and nurture them to opportunities.
- Measurement & Optimization — most importantly, the KPIs used to measure the the effectiveness of automated campaigns and continually improve performance.
Lead Nurturing – A Sales & Marketing Collaborative Revenue Cycle
Once you’ve executed your plan, it comes down to designing your lead nurturing program in an effort to establish your company’s brand and your customer’s trust. You’ll need to determine how you’ll build relationships with qualified prospects regardless of their timing to buy with the goal of earning their business because:
— 95% of website prospects are looking to research your product or service
—70% of website prospects will eventually buy (either from you or a competitor)
— Buyers typically wait until the last third (1/3) of the purchasing process to make their decision
It’s for these reasons marketing and sales need to collaborate throughout every stage in the revenue cycle to provide prospective customers with high quality information and content that is timely, relevant and responsive to their situation.
Reaping the Benefits
An investment in lead nurturing will maximize every dollar your organization spends on demand generation because you are attending to every opportunity in the pipeline (including once-stagnant opportunities). By using lead nurturing campaigns to that are designed to interact with your prospects at the right time, with the right content, through the right channels, you’re gaining an understanding of their interests and behaviors — and you’re gaining deeper insight into their buying intent.
It’s in iterative process that continually increases the relevancy of future lead nurturing campaigns. Ultimately you can achieve more and higher quality sales leads, increased conversion rates and explosive revenue growth!
Additions & Feedback
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