In our last blog post, we walked through the steps in the Expanded phase of the Marketing Automation Progression Model that marketing teams take when planning, building, executing and managing complex campaigns.
For this post, we’ll dive into Phase 3, the advanced phase of the model, where predictive engagement takes center stage.
In truth, not many marketing teams are in an advanced level of predictive automation, because it’s hard to achieve. Your martech stack needs to be fully implemented, your data needs to be clean, your funnel needs to be clearly defined, and your marketing operations team needs expertise across a growing, complex tech stack.
Only then can you start to move your marketing automation into the predictive realm. In order to apply predictive engagement tactics, it’s important that the foundational data you’re basing your predictions off of are sound, otherwise your results start to get murky.
With predictive engagement, you can start to build out optimized ABM campaigns, predictive website personalization, full marketing attribution, and better funnel visibility. Here’s a bit more on each of those areas of advanced marketing automation:
In the advanced stage of the model for organizations taking an accounts-based marketing approach, optimizing your campaigns using intent data and predictive models based on your current customer journey, will help optimize your ABM campaigns.
Once your tech stack is ready for advanced personalization, you can start to scale mass-personalized content across emails, landing pages, and your website, so that every experience is tailored to the audience consuming it.
With advanced marketing techniques, proving marketing’s impact on the business becomes more important than ever. As you optimize campaign spend for conversions, tying back revenue to marketing programs should show clear ROI for your marketing automation strategy.
Funnel Visibility and Lead Lifecycle
All of your marketing campaigns in the advanced stage should map to your marketing funnel and customer journey. Fully understanding the lead lifecycle of your customers and where they fall in the funnel helps you to better tailor the predictive model for future customers as well.
Advanced marketing automation is not for the faint of heart. And it’s definitely not for an inexperienced marketing team to just try and see where you end up. Don’t be afraid to engage with a partner with proven experience across the predictive realm: ABM, intent search, web personalization, revenue attribution and lead lifecycle management.
Leadous provides key services including MarTech Stack Roadmapping and Automation Platform Audits to support organizations in the advanced stage of the Leadous’ Marketing Automation Progression Model to fully optimize across the customer lifecycle.