1. Define your marketing objectives
Upstream of a marketing automation campaign, it is essential to define so-called “SMART” objectives: specific, measurable, achievable, realistic and defined over time. These expectations must be common to sales and marketing teams. The alliance between these two poles is essential to improve productivity and to generate quality leads. This first step is all the more important as it will be useful when calculating your post-campaign ROI.
2. Segment your database
This is about defining your targets and segmenting them. For this, it is relevant to identify and analyze the behavior of your customers and prospects. This identification should lead to the creation of personas, a way to represent your different targets. The objective: to personalize the messages that will be sent to your target profiles in order to stand out.
The segmentation process is based on criteria that need to be defined. These criteria can be socio-demographic, geographic or even behavioral and must be consistent with the products and services you offer.
3. Choose the right tool to manage your campaigns
The choice of a tool is based on several criteria: your needs, your objectives and the technical skills of your teams. Some features are also to be preferred:
- creation of landing pages,
- management and qualification of prospects,
- realization of automated campaigns,
- creation of marketing content for several distribution channels,
- personalization of the messages sent to your prospects and customers,
- name of supported contacts,
- integration with other APIs,
- real-time monitoring of actions via a dashboard,
- automatic sending of reports.
4. Define scenarios and create workflows
During this stage, it is a question of establishing an action plan for each of the segments. This includes scenarios that would address the behaviors and issues of previously identified targets. These scenarios must be composed of several sequences of events that lead to the creation of workflows.
Workflows are a set of automated actions triggered by one or more actions from your prospects. A workflow consists of:
- a trigger: the means of bringing your targets into a scenario (this could be subscribing to a newsletter, for example),
- actions : those triggered by the prospect’s first action,
- conditions : these are the branches to the paths taken by the contacts, according to their behavior or their qualification.
These different sequences are integrated into the chosen marketing automation tool, which is responsible for automating them. It is recommended, at first, to limit targeting to 2 or 3 categories of prospects and customers, to master the conversion cycle well and to set up simple scenarios, without multiplying the steps and the content.
5. Carry out tests
From your marketing automation tool, you have the possibility to carry out tests of your campaigns or your emails. Thanks to the creation of one or more test contacts, you can check that the workflows work correctly or even optimize your campaign, before validation and launch.
6. Observe the right KPIs
The last step is to measure performance and evaluate ROI. This involves observing KPIs, previously established key performance indicators (see step 1). Several KPIs can be analyzed:
- key acquisition indicators: total number of contacts, number of active contacts, lead qualification rate, etc.
- key engagement indicators: engagement rate, CTA click-through rate, email opening rate, form filling rate…
- key conversion indicators: conversion rate from contacts to leads, conversion rate by objective, etc.
- key retention indicators: cost per lead (CPL), revenue generated, ROI…
The analysis of these different indicators should enable you to optimize your campaigns on a regular basis.