#6. Marketing Automation: Reviewing Results And Applying Your Learning

By Bob Hebeisen

Multitasking (image courtesy of Shutterstock)Part 6 of 7…Here are 7 ways Marketing Automation helps marketers multitask more effectively:

#1. Setting up marketing campaigns for appropriate tracking
#2. A/B testing
#3. Integration with CRM
#4. Lead nurturing for better lead quality
#5. Doing the little things right, automatically
#6. Reviewing results and applying your learning
#7. Taking a moment to celebrate your successes

When multitasking marketers are juggling too many balls at the same time, usually the first thing that falls to the floor is analyzing results.  Marketing Automation helps in two ways.

  • First, you gain efficiency thanks to their improved workflow and automatic data handling and all the other things I’ve discussed above.  So you are less frantic taking care of the tactics and have more time to focus on the strategy.
  • Second, Marketing Automation does a great job with analytics dashboards.  It’s usually the first thing they display when you log in each day, and they email you a daily report of yesterday’s activity and progress against KPIs.

In the example I used earlier when discussing setting up a campaign with a poorly integrated CMS and CRM, it was impossible to get good reporting:

  • Go to the CMS to see how many form submissions were attributed to your landing page.
  • Pull the number of email deliveries, bounces, opens, clicks, and leads from the CRM.
  • Go to the web analytics application to get the pageview statistics for your landing page.
  • Put all the numbers in a spreadsheet and perform calculations for conversion rate, cost per lead, etc.
  • Note that the numbers almost never matched up: Web analytics pageviews would not match the number of clicks, number of form submissions from the CMS would not match the number of leads in the CRM, etc.  So what numbers do you trust?

What a nightmare! There was a Marketing Operations department that defined dashboards each year to measure marketing performance against goals. It was so difficult to pull together the data that it often took the entire first quarter of the year for them to get dashboards created — one full quarter without marketing reporting!

Rolled-up analytics in your Marketing Automation system is a huge advantage!

The HubSpot dashboard report gives you a quick look at site traffic, leads, and landing page statistics.

The landing page report shows you which landing pages are performing the best, so you can learn from your successful pages and adjust the ones that are under-performing.

HubSpot email reporting gives you deliverability/open/click reporting.

The HubSpot traffic report tells you what sources are driving the most traffic to your site and which ones are producing the most leads.

7 Ways Marketing Automation Helps Marketers Multitask More Effectively:

#1. Setting up marketing campaigns for appropriate tracking
#2. A/B testing
#3. Integration with CRM
#4. Lead nurturing for better lead quality
#5. Doing the little things right, automatically
#6. Reviewing results and applying your learning
#7. Taking a moment to celebrate your successes

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About Bob Hebeisen

My name is Bob Hebeisen and I'm a Boston-based Marketing Director, currently working at a software company called Dimensional Insight. I formerly held Field Marketing and Channel Marketing roles at PTC, and have spent most of my 20-year career in Business-to-Business (B2B) technology marketing. Follow me at http://twitter.com/bobhebeisen
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6 Responses to #6. Marketing Automation: Reviewing Results And Applying Your Learning

  1. Pingback: 7 Ways Marketing Automation Makes Life Better For Multitasking Marketers | B2BHebeisen

  2. Pingback: #2. Marketing Automation: A/B Testing | B2BHebeisen

  3. Pingback: #3. Marketing Automation: Integration With CRM | B2BHebeisen

  4. Pingback: #4. Marketing Automation: Lead Nurturing For Better Lead Quality | B2BHebeisen

  5. Pingback: #5. Marketing Automation: Doing The Little Things Right, Automatically | B2BHebeisen

  6. Pingback: #7. Marketing Automation: Taking A Moment To Celebrate Your Successes | B2BHebeisen

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