1. Campaign Management
Marketers look to marketing automation programs to run their campaigns. Welcome campaigns, nurture campaigns, event reminders. Everything you do is organized around these campaigns. Sometimes they are simple and follow a very linear course of action. But marketers are creative, and have been known to overthink things from time to time.
2. Targeting and Segmentation
Another key component of any marketing automation program is the ease with which you can target and segment your prospects and customers. You need to be able to capture activities and actions from your owned, earned, and paid channels to target the right people with the right message. Don’t waste your time and resources on people who—based on their actions—will never be customers.
3. Lead Management and Scoring
According to a study by Ascend2, 70% of B2B marketers cite improving the quality of leads as the most important objective of a lead generation strategy. And the best way to determine that quality is through lead scoring. That’s why you bought—or are considering buying—marketing automation. So you can turn more MQLs into SALs. Every system has lead scoring, but how flexible are they? Most lead scoring models are based on elements of a prospect’s profile and their online activity—or their Digital Body Language—and responses to your campaigns. Some programs tie their lead scoring model to a single campaign.