Every business needs to start their digital marketing journey somewhere. Maybe you’re just dipping your toe into marketing automation by procuring a tool like Marketo. Or maybe you’re on the opposite end, with too many tools, and too much complexity across marketing systems.
No matter where you are on your journey, Leadous has put together a Progression Model to help you increase efficiencies and drive opportunities in your pipeline.
Successful businesses know that in order to execute with focus and effectiveness, you need to know two key things about your marketing journey:
- Your base level marketing performance (where you’re coming from).
- Your strategic marketing and sales goals (where you’re going).
By establishing these two things, you’re well on your way to more strategic, efficient marketing campaigns. We call this journey the marketing automation progression model, and here’s more about what that looks like.
The Leadous Marketing Automation Progression Model
PHASE 0 – Experimental – Prior to Adoption
The journey to leveraging the power of marketing automation always starts here. Have you been only doing batch and blast emails to one huge email list? This is the place for you. Make your budget dollars go further by driving efficiencies across programs. You’ll need to start by laying the groundwork for automation with your technology stack, scheduling out time to measure and adjust regularly based on the findings, and outlining a strategy for your long-term marketing goals and processes.
PHASE 1 – Foundational – Single-Point Engagement
The next key foundation of your marketing automation progression is integrations. If your CRM and marketing automation tech stack aren’t talking to each other – you’re still relying on manual processes and the whole “automation” piece of marketing automation will fall flat on its face. By building out your foundational CRM integrations, you can then start to build out repeatable basic programs and campaigns leveraging more comprehensive automation technology.
PHASE 2 – Expanded – Multi-Touch Nurture
Once you’ve got the automation machine humming, it’s time to solidify marketing and sales alignment to make sure you’re all marching toward the same goals. Once you’re speaking the same language you can get to work planning, building, executing and managing complex multi-channel campaigns to increase revenue and marketing results.
PHASE 3 – Advanced – Predictive Engagement
After your multi-channel campaigns are in place, you can start to use that information for more advanced, predictive campaigns. Advanced automation takes time and patience to reach. You need to have a solid marketing and sales funnel with data you can trust in order to make actionable decisions. From there, you can optimize your revenue acceleration model using advanced reporting and predictive data to fuel advanced strategies like ABM and predictive web and email content.
PHASE 4 – Global – Omni-Channel
Finally, truly omni-channel marketing programs tie marketing spend to revenue to show the full lifecycle of marketing attribution in your funnel. This phase enables you to use predictive modeling to forecast marketing-influenced pipeline, and better adjust and track marketing KPIs globally across all multi-touch and predictive campaigns.
So how do you go from phase 0 (or maybe even phase -1) to phase 4 in your marketing automation programs? Well, it takes people, process, technology and patience.
- People – The right staff with the right mixture of competencies to support the technology and process.
- Process – A clearly outlined process for the handoff between your MarTech stack systems and the different teams that support those systems.
- Technology – The right technology to support your company’s ever-expanding needs.
At Leadous, we take care of the people, process, and even the automation technology to get you all the way to marketing automation dominance. Contact us for more information on how we can help your organization level up through our marketing automation progression model.