5 Ways You Should be Using your MAP today

You bought the tools, you have the team staffed up (or you’re working with an outside agency who can help) and you’ve sent a few emails, now what? There are five major ways you can and should be using your tools, here’s a quick hit list for you:

1.    Web-activity driven nurtures: You have a great website with engaging content but what happens after someone who is known to you visits a few of those pages?  Nothing.  How about setting up a nurture to help keep your company top of mind.  An easy example, let’s say someone visits your customer service page, why not drop them into a nurture with answers to top asked questions, point them to some of your best resources or remind them about your live chat features?
2.    Welcome Program: As you gain new contacts in your database send them a series of emails that help them understand what your company is about, how you plan to communicate with them and give them more information on how to change their email preferences or drop into other nurture programs specific to products they show interest in.
3.    Re-engagement Program: You have a big fat database but only a small portion of it engages with you regularly, how about a program meant to re-awaken them.  Maybe it’s time to bust out a sweet offer or fabulous asset for these people.  This will be a boon for you if you can re-awaken them and if you can’t be ready to part with them, they aren’t doing you any good just hanging around collecting dust.
4.    Data Management Programs: Dirty dirty data, we all have it, how do you deal with it?  Inside of your MAP tool you can build out programs that will validate, standardize and cleanse your database.  Talk about a way to amp up the power of your existing data!
5.    Sales Enablement: Why not nurture your sales team?  I know, it sounds crazy so bear with me but here’s your chance to remind your team of the great resources available to them, point them to assets that speak to various points in the buyers journey and help them help your company.

Do you have an innovative program you’re using your MAP for?  Share, we’d love to see how creative you are!

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5 Tips for Succeeding with your Marketing Technology Implementation

Now that you have made the decision to implement a marketing automation solution where do you go and how do you ensure success as you move forward?  It may seem simple enough to say flip the switch and scream “It’s Alive” but it’s not.  Just having the technology is not enough to achieve the right results, process, people and an eye towards long term results will ensure you have the correct elements to succeed with your new investment.  Here are five things that are crucial to succeeding with your new tools:

1.    Process: Whether it is understanding how data is governed among your various systems, how a lead is managed from “suspect” to “closed-won” or how sales and marketing are helping each other and handing data back and forth process is the number one thing you have to nail down for an effective implementation of a marketing automation solution.  Process will help you define how you should implement your system, it will help you define goals and KPIs for reporting and will also be crucial when you decide to integrate your marketing automation platform (MAP) with your CRM.
2.    Consensus: Diplomacy and bridge-building will be instrumental in reaching the end goals with your implementation.  Many different parties are involved in a successful implementation, from IT to Marketing to Sales and the C-Suite.  You will need to establish shared goals and a plan to execute that brings all parties to the table to end up with a system everyone respects and values.
3.    Content: Just because you have the technology to send emails and drive web traffic does not mean you have the content.  Don’t forget the adage that Content is King, while it is oft overused it is still true. Without quality content you aren’t magically going to be generating leads so take stock of your content, map it to your personas and the buyers journey and then deploy it appropriately.  Don’t be afraid to weed out old and underperforming content in favor of developing shiny new assets.
4.    Data: If you think of your MAP and CRM as the engines that drive your business goals then data is the fuel.  You wouldn’t fill a fancy new car with crappy fuel, you would put in the premium good stuff, so don’t try to run you campaigns off of badly segmented, poor data.  Make sure your database is quality and that you are segmenting accordingly.
5.    Community: Remember, you are not alone in this.  Whether you are using Eloqua, Marketo or something else entirely there are great communities associated with your tools where users are constantly sharing success stories, challenges and solutions.  Engage in the communities and don’t be afraid to reach out to partners, the eco-systems that support these tools are rich with people who have built out complicated (and simple) solutions to almost any problem you can dream up.

Have I forgotten anything?  What was crucial for your company to succeed with its MAP tools?

Engaging Sales – An Action Plan for Increasing User Adoption of Sales Tools

You’ve spent time and money building a comprehensive marketing plan, buying fancy tools and implementing them you even bought the sales tools that go with your marketing automation platform, now what? You turn them on and run right? Not quite. Unless you have less than five sales people and they are all very very deeply involved in your marketing organization, chances are they have no idea what you invested in or why it isn’t just another shiny object for them.

Sure you can go to the Marketo or Eloqua websites and pull screenshots galore and PDF documents that extoll the virtues of the various tools you now own but Joe Salesguy may not be all that interested in reading all of those. Let’s be realistic, you wouldn’t send emails to your marketing universe that were less than relevant so why pass out generic stuff to your sales team and hope they will read it and find value? While it might sound like a lot of work to build a plan and execute isn’t it worthwhile? You bought into the Sales Insight or Discover tool-set because it was supposed to empower sales, so let’s really empower them. Here’s how:

1. Build a buzz. Prior to launch pick a small subset of your sales users for a pilot. You will want to get some of your more engaged, willing to experiment sales folks. With this you are doing two things, first you are making sure these tools work for your teams but second, and most important you are creating an internal case study. *If you’ve already launched then go fishing for some case studies, we all know how powerful they can be in a sales cycle, think of this as your own internal sale!

2. Set up in-person training time. At launch time plan to have a few in person workshops at different times (and if need be locations) so that you can connect with the sales users, explain the tools, gauge the reactions and then assist them in set up and use of the tools. Be ready to have some sample contacts/leads for them to test sending emails to, test following and watching the buying signals in the tools you have built.

3. Don’t set it and forget it. Build internal resources to support adoption of the tools, everything from an internal email nurture program to a webpage with resources, FAQ docs and samples will go a long way towards helping your users after training. These documents are definitely not one time use, make sure that the team who trains new sales users is involved so that they can leverage these going forward.

4. Reach out in multiple formats. You don’t send one-dimensional campaigns to your prospects so don’t do it here either! Engage your users with video, blog posts, emails and any other format you think might help them.

5. Track use. After you have gone through all of this you need to track the usage of the tools, listen for case studies of success with the tools (socialize those case studies!) and make sure the tools continue to be used. These tools cost money, make sure you are able to show some return on the investment.

How are you socializing your sales tools with the sales teams? How do you measure user engagement and what is “success” for your company? These are crucial questions to keep your eyes on as you roll out new software for your teams.