Sue Hay & Jerine Erice | BeWhys Marketing, GreenFig Instructors
GreenFig instructors Sue Hay and Jerine Erice recently taught classes in Marketo, Salesforce, and analytics to our lifelong learners in Digital Marketing Science. We share their blog full of insightful tips on using marketing automation tools in order to attract and nurture prospects more effectively. Read and learn!
In today’s fast-changing marketplace it is important to stay up to speed on potential prospects. Marketing automation makes it possible by pushing out the critical pieces of a marketing campaign – tasks such as email blasts, social media posts, web content, and other marketing touch points – while measuring and providing metrics on the success rate of these marketing tasks. With this data, you can better understand your audience, leads, and customers and in turn drive more targeted content to move prospects down the funnel. The ideal marketing automation plan is divided into three parts:
It is the ongoing interaction between these three parts that drive results. By streamlining and analyzing marketing campaigns your team will have optimal control over the marketing process across all channels. For brands big or small marketing automation is an essential component to your marketing efforts. With more than 35 marketing automation solutions out there it can seem overwhelming to decide on the best one for your business. Marketo is a well-rounded tool with a one-stop platform that covers all aspects of marketing automation. Below are five key ways to use marketing automation with Marketo effectively.
Web personalization allows you to deliver personal and relevant content to your visitors. With Marketo’s web personalization you can:
Email marketing delivers the highest ROI for marketers. This makes it an essential addition to your overall marketing automation strategy. Take advantage of your contact list and create targeted campaigns that deliver results. Marketo offers features necessary for a successful campaign including the ability to:
Events are a great opportunity for customers to familiarize themselves with your brand. It is important, however, to promote them effectively to ensure the right target audience attends. The tools marketers have access to today provide an efficient and streamlined process for promotion. Consider these strategies for incorporating automation into your event marketing strategy:
Customer nurturing helps establish long-term relationships with potential customers throughout their journey. A quality nurture program develops a lead until they are sales ready and ultimately increases ROI. Below are some key steps to building an effective nurturing program:
Reviewing analytics offers a way to test, measure, and optimize your ROI. As you analyze the data you can adjust your strategies as needed in order to optimize your budget. Be sure to examine:
As you grow accustomed to marketing automation and how it works you will notice its positive impact on your marketing strategy. Automation allows you to streamline your campaigns while maintaining full control of your strategy. For more information on GreenFig’s upcoming courses taught by industry leaders like Jerine and Sue, check us out at www.greenfig.com.
The mission of GreenFig - a microeducation company that teaches applied business science - is to prepare people to be business scientists. Business scientists don’t need to code software. Instead, they “operate” soft machinery – business application software – from industry leaders such as Marketo, Salesforce, SAP and others. These applications power key business functions in companies of all sizes and industries.
A New Year brings new trends. Lifelong learning is core to our mission here at GreenFig, and we monitor developments to make sure our curriculum stays relevant and delivers the skills our students need to get jobs in this ever-changing world. Here are three notable marketing trends you can expect to hear more about in 2018.