There are 3 system components to getting effective marketing ROI leveraging marketing automation: Content, Process, and Data. Think of ROI as a 3 legged stool – the automation (seat) is supported by 3 legs of Content, Process, and Data. The stool falls over if any one element is missing. Let’s dive in.
Content: Must be relevant for the segment of audience we are going after, and built to keep the segment engaged over a period of time. Lead nurturing, or the art of keeping in front of a prospective buyer with their permission is the key stage leveraged here. The example I use in presentations is think about the JetBlue or other airline emails you receive at home – the content is relevant as the emails focus on your local airport and they keep in front of you on a regular basis even when you are not considering an airline purchase.
Process: Can vary depending on organization size and structure and is most acutely needed when handing off sales ready leads to the sales organization from the marketing organization. Processes need to be built for the ‘not now, maybe later’ buyer where sales has a clear disposition path of these inquiries. Processes need to be considered a ‘system’, not a ‘handoff’ – the prospect to customer conversion experience must be seen as one whole, not as two parts with a handoff.
Data: Quality makes the difference between good conversions and so-so conversions. This area is often overlooked, particularly around field integrity and processes that eliminate duplication in entries. In some clients, I’ve seen up to 60% bad data in their database. Marketing campaign effectiveness is directly proportional to database quality.
When these three areas are tackled, marketing ROI can be measured and improved upon. Focusing on just one of these elements risks not getting the right return – leads that are hung up in bad processes can not be fixed with good content or good data. Think of ROI as a system and not as individual pieces and you’ll be on the right road of success.