If you love Mautic and use Trello, keep on reading as we talk about connecting the systems with this plugin. And at the same time you will connect sales and marketing as well. Manage your Mautic contacts in a clear and easy way – on a Trello board. Create a card for each contact and have your contacts’ information right at your fingertips. 

Are you new to Trello?

Trello is a Kanban board-centric easy-to-use project management and collaboration tool. The tool works like sticky notes on a whiteboard – in a very advanced manner. 

You can organize teams, projects, workflows and much more by simply dragging and dropping cards on your board. Many teams use Trello every day to keep everyone in the loop, help them stay organized and don’t miss a thing. 

Get started and create contacts in Trello as cards directly from Mautic

When you work through your leads in Mautic you can directly create a Trello card without leaving Mautic with the Mautic-Trello plugin and its Trello power up (plugin) counterpart.

How does this work? Mautic users can download it here for free in GitHub – this function is pre-installed for Aivie customers. After the installation, you will find the new function “Create Trello Card” in your menu for each lead. Just choose the name of the card, the list you would like to add the card to, and a due date.

Install and use the Trello Power Up

If you wish to access Mautic from within Trello, you will need to install the Trello Power Up. Power Ups are like plugins in Trello and can be installed with a click. In case you hit an issue anyway, our tutorial to install the plugin will help you out.

3 benefits of connecting Mautic and Trello

After you install the Power Up in Trello and the plugin in Mautic, you can link your Mautic contacts to a card in Trello (or create a new contact) and then view important details directly in Trello. 

Here are some advantages and some important use cases of the Aivie Trello Power Up: 

1. Add reminders and tasks to your contacts

You can add due dates directly within Mautic – without leaving it. Next time you check your Trello board, the contacts and all the information is simply there.

How we use it: When we see the need for a personal followup, we create a Trello card from Mautic and set a date. Then, every week we go through the contacts on the Trello board, filter for the due date, and initiate calls. So we always know when it’s the right time to reach out.

2. Build a sales funnel in Trello

The principle of Trello is to move cards forward as the tasks progress. The task here is: sales!… and everything that leads to it and beyond. 

You can have Trello lists for the more advanced stages of the sales funnel. From when a contact engages first in a personal conversation with your business to the commitment to a deal, and beyond the sale. Whether your business is in B2B or B2C does not matter, although we do recommend to select your prospects when you are in a high volume Ecommerce business to not overwhelm your Trello board. 

After each conversion, the card is moved forward. This way, you can see the sales funnel at a glance and have control over the most important contacts.

This Screenshot shows you how it might look to visualize your sales funnel on Trello. And with this new Mautic-Trello Plugin you can populate this board automatically.

3. See your relevant contact details in Trello

When you link a Mautic contact to a Trello card you will see the stage, points, tags and the last time they were active directly on the card. This way, your sales or marketing team has more information at the most convenient place at any point in time.

When you combine Trello Power Up with the Mautic-Trello plugin, you can also create cards directly from Mautic. Every card is created for one contact and, of course, shows the contact’s name in the title. 

How we use it: We at Aivie do lead scoring with Mautic using points and stages. This information is also displayed on the Trello card. This way, we can see immediately how interested one contact is in working with us. And maybe now is the right time to contact them again.

Who is behind the Mautic-Trello Plugin

Aivie is a Mautic community partner based in Switzerland. The Mautic-Trello Plugin and Power Up of the same name is 100% compatible with a standard Mautic instance.

Author

Adrian Schimpf is CEO and Head of Product of Aivie, a marketing automation tool from Switzerland for Europe. He designs digital channels and customer interactions with automation, AI and plugins.

He has 20 years of experience at the interface between customers and IT. Most recently as a product manager at Swisscom, previously in various roles at SMEs, start-ups and agencies. Software developer, user experience consultant, project manager, among others.

Adrian Schimpf is a CEO and Head of Product at Aivie. You can follow him on Twitter and read more of his marketing automation tips on Aivie’s blog.

If you plan on converting leads into customers or buyers, efficient lead targeting and segmentation must be at the core of your marketing strategy. Whatever business you’re in, your target consumers will be a diverse group of people with varying wants, which will alter as they progress through the buying process and get closer to making a purchase. 

You should segment your leads at the time of capture and on an ongoing basis as their relationship with your brand changes. This will allow you to offer messaging to each of these prospects, meeting their individual needs at each stage of the sales process.

What is lead segmentation?

In order to efficiently and effectively target leads, you need to properly segment them first. In a nutshell, lead segmentation is the process of dividing your database of leads into smaller groups depending on their behaviors. This, in turn, will allow you to send more persuasive marketing communications – one of the core objectives of an efficient E-CRM.

For example, you have people that have only visited your homepage and left, but you also have people who have browsed through your website, even looked at some of the products. And, hopefully, you have the ones who have added items to the cart but abandoned the purchase, and the ones who have made it all the way to the end and made a purchase. 

Knowing this, you have the freedom and advantage to send different messages to specific groups of visitors. For those who have only visited your homepage, you might want to engage them by pointing them to product list pages. For those who have already browsed some of your products, it may be a good idea to offer them similar products or discounts.

Why is lead targeting important?

When you know your potential customer’s behavior, you can motivate and entice the cart abandonment segment with some promo code or discount – for instance, one that is time restraining in order for them to make a purchase in the next few hours or days. These specific contents and messages are much more effective than sending generalized promotional offers. 

Without lead segmentation you are not addressing specific needs, nor are you demonstrating which problems you’ll solve for them, that is, providing any incentive for customers to choose you above the myriad of other companies offering a similar bundle. According to Venture Harbour CEO, Marcus Taylor, lead segmentation resulted in an 89% sales uplift and 58% increase in average order value for one of their ventures.

How to efficiently target leads

Segmenting and targeting leads using traditional marketing methods can be very time-consuming and often is not so efficiently organized, specially if you are dealing with thousands and thousands of leads. However, today, there are a number of marketing automation tools like Mautic that enable you to automate those tedious tasks and give you more time to focus on creating a successful marketing strategy or on other processes and tasks.

Mautic’s solution provides detailed contact tracking and automates the process of finding and nurturing contacts through landing pages and forms, email campaigns, text messages, web notifications, and integration with your CRM and other systems in a smooth and easy way.

Nikola Radenkovic is a Techical Specialist at Sales Snap. You can follow him on Linkedin and read more of his marketing tips on the Sales Snap blog.

Read more about the difference between email marketing and marketing automation, and how both marketing tactics can earn value for your business.

Email marketing has been around for over 40 years and continues to be one of the most effective forms of marketing. In 1978, the first email marketing blast was sent to 400 recipients and it generated $13 million in sales — that’s equivalent to $78 million today! The revenue generated from email marketing in comparison to the investment continues to be significant. Campaign Monitor notes that every $1 investment in email marketing can give a return of $44 in revenue.

Email is a powerful marketing tool and as technology continues to evolve, email marketing is becoming more automated. Let’s look at how that change has happened over time and what it means for traditional email marketing.

Although email marketing started in the late 70s, it wasn’t until the 90s that it really started gaining traction. If you remember the 90s, that’s when the Internet was born. The first smartphone was introduced and Hotmail launched its first web-based service. For marketers, this was known as the decade of “spray and pray” email marketing.

For those not familiar with the term, “spray and pray”, also known as “batch and blast”, refers to sending the same generic email message to many people via a static contact list. The “spray and pray” approach required minimal effort because there’s little strategy involved and no targeting. The message is generic and the distribution list is static, so you create one email and send it to everyone. This approach is equated to yelling “Hey, Bob” in the middle of a crowded place and expecting that someone in the crowd will be named “Bob” — that is, you “pray” that your message will hit the mark with some customers but in reality it falls short for most. Instead of shouting into a random crowd, knowing what they look like and where they’re likely to be at a certain time means they’re more likely to respond — and you’re more likely to be getting the right person, rather than just some random person who happens to share the same name.

This type of batch emailing quickly became coined as “spam” and anti-spam laws were introduced in the US by 2003, forcing marketers to rethink their email marketing approach and get more targeted. In the early 2000s, marketers started creating their own email databases, allowing them to create targeted email lists based on basic information they knew about their contacts.

These targeted distribution lists helped marketers get away from the “spay and pray” approach, but the emails were still generic and the strategy focused on a single campaign. Marketers would create an offer, schedule out the campaign and then blast emails to their own distribution lists. Although those lists may have been more targeted, they still leveraged a one-size-fits-all approach to email marketing.

The marketing landscape began to drastically change with the explosion of digital channels, devices and touchpoints beyond the web.The number of channels marketers now had to manage divided their time and made it necessary to automate manual processes, including email marketing. And as the number of marketing channels increased, so did the demand for a cross-channel marketing strategy.

That’s when marketing automation was born.

Benefits of multichannel marketing automation

Marketing automation is the process of automating repetitive marketing activities across multiple channels. In 2006, marketing automation software was introduced. Essentially, these were tools designed to help automate marketing tasks such as email marketing, social media posting and ad campaigns. But the marketing automation vendor landscape really picked up between 2010-2015 with revenue going from $225 million in 2010 to $1.65 billion by 2015.

Marketing automation leverages technology to turn manual processes and campaigns into automated workflows. And these tools aren’t just used for email marketing, they can target customers with automated messages across email, social media, web and mobile to orchestrate the omnichannel experiences that customers demand by delivering the right message, at the right time, through the right channel.

Key features for marketing automation

Marketing automation tools introduced a lot of new features that allowed marketers to do more with their marketing campaigns in less time. They required an investment of time to set the campaign and workflows up initially, but then they would run automatically based on the parameters or triggers established. Here are some common business requirements of marketing automation:

• Dynamic segments: In the past, marketers could segment their databases manually. With marketing automation, rules could be set to move contacts from one email distribution list to another based on actions they take. One example is moving contacts through various steps in the sales funnel. If a contact clicked on a link to request a demo, a trigger could be established to move them to the next stage of the funnel.
• Auto-response for email and text: Marketers can establish rules for when contacts should be sent an auto-response based on specific actions. For example, if a customer puts an item in their cart but never checks out, an email can be automatically sent to remind the customer of the items they still have in their cart. Or if a contact booked an appointment, a text message could be set up to send an appointment reminder 1-2 days prior to the appointment.
• Drip campaigns: A drip campaign allows marketers to establish a series of actions to take place over a period of time for a targeted group. For example, a marketer can create a series of lead nurture emails that would be sent out to prospects in a given timeframe. To create the drip campaign, the marketer needs to establish what actions should happen, the order of those actions and the triggers that would cause the next in the series to be sent. Then the drip campaign runs automatically for all contacts in the targeted list.

Marketing automation tools allow marketers to move beyond a one-size-fits-all mindset, and begin to put the customers at the center of all campaigns. With these marketing automation tools, it’s easier than ever to provide consistent messaging from email and social to the website and text messaging. And with the rise of personalization, marketers are able to provide not just consistent experiences across channels, but very targeted and personalized experiences as well.

Marketing automation tools are just the software that helps automate the process. It’s still up to the marketer to define the strategy and create the campaigns. This requires marketers to understand their customers better by collecting valuable data, identifying key insights, building customer profiles, and evaluating what’s working and what’s not. It’s still up to the marketer to identify the key touchpoints and design the connected experience for their customers.

Equipped with the right tools and a data-driven strategy, marketing automation can help businesses design customer-centric experiences that support their specific goals and drive marketing ROI.

Theresa Anderson is a Senior Digital Experience Strategist at Acquia and has kindly authorised that we reproduce this post, originally posted at the Acquia blog.

If you are looking for your customer facing teams to be aligned, here are some tips that will guide them in the right direction.

Tips for Marketing and Sales Alignment

• 1. Executive sponsorship is key – Alignment starts at the top. If the leader of the sales team and the leader of the marketing team are not in lock step, this will permeate down into the organization. It is not required that these two leaders report into the same person, they just need to be focused on achieving the same objective and agree on the plan to get there.
• 2. Align terminology – Sales and marketing must speak the same language. This helps manage expectations between marketing and sales internally as well as in customer facing conversations. One term that often causes confusion between internal teams is the word ‘lead’. Is a lead a person or an interaction? Is it a noun or a verb? Marketing advisory firms such as Sirius Decisions advise their clients to be more granular when it comes to definitions – leads can be marketing qualified leads, sales accepted leads or sales qualified leads. Having clear definitions for all terms and metrics and communicating these helps preempt misunderstandings between sales and marketing teams.
• 3. Align goals – People manage what they are measured on. Ensuring sales and marketing teams are measured on the same end goal is one way to ensure they are working towards the same outcome. Now, I am not suggesting that marketing should have a sales quota, but just that the marketing team needs to have a ‘skin in the game’. The game being bringing in new customers and managing them through their lifecycle. One example of how this could be done is aligning compensation in a way that while the sales rep is paid on the revenue number, the marketing rep’s compensation is split between the total number of leads they bring in and the quality of lead, i.e. the leads that result in revenue.
• 4. Create a joint plan – When a team creates a plan together they are usually more vested in ensuring its success. Create a joint team plan that documents the goals, activities and expected outcomes. If everyone cannot participate in the creation of the plan, make sure the plan is documented and communicated. The plan should not just be a calendar of marketing activities, but should also include sales spiffs, promotions and other activities that will help the team achieve their set goal.

• • 5. Put SLAs (Service Level Agreements) in place – According to a Harvard Business Review, companies that try to contact potential customers within an hour of receiving queries are nearly 7 times as likely to have meaningful conversations with key decision makers as firms that try to contact prospects even an hour later. Maybe an hour is not realistic for your company, but put in place realistic SLAs or service level agreements and hold the sales team responsible for what they commit to. From a marketing perspective, the commitment should be around the the number and quality of leads. Agreeing to these and delivering on these SLAs will build trust between sales and marketing and better alignment.

• 6. Celebrate successes together – The end goal and hence success for both sales and marketing should be the same thing. What I mean by that is, the marketing team should not be celebrating just because they have delivered the committed number of leads. Success should be when both teams’ objectives are achieved. Once that happens, don’t forget to celebrate and have some fun, because at the end of the day, teams that have fun together and are happy are likely to be more productive.
• 7. Use data and technology – The good news is there is a plethora of systems and technologies which if implemented correctly can help you achieve better alignment by providing visibility into what activities are planned, which ones are working and a better understanding of the buyer. Keep in mind, the insights from these systems are only as good as the data you put in and track. Also, make sure the systems are tightly integrated so that relevant information from any system is available at the point of communication with the buyer as well as for a wider analysis.

Today the lines between sales and marketing are blurring. Marketing and Sales both influence the buyer’s journey throughout the lifecycle. It is more critical than ever that we align marketing and sales, and that they function as one team. At the end of the day it’s about communication, visibility and accountability. Irrespective of whether the communication is written, in person or virtual – they can all work. The more visibility each team has into what the other has planned, committed to and delivered – the better the team will be aligned and the smoother the buyer’s experience will be in dealing with the company.

It begins with some self-awareness. Marketing holds the organizational mantle on creativity. They pride themselves on having all the right tools for assessing and understanding the customer need. They focus group test. They A/B test. Then after all the data has been gathered, they develop the most engaging campaigns ever. Sales is no different. They are one of the key pillars for organizational success. They stand in that magical circle called the “Moment of Truth”, and close deals. They brush up on their emotional intelligence skills. They develop deep client knowledge and wield it at the perfect time to bring the sale across the line.

This still happens today. Many organizations still rely on traditional marketing and sales teams to reach customers and deliver sales. But are they focused on the right metrics? The customer is more informed than ever before. The tables have been turned. The customer is now in the driver’s seat. Marketing and sales need to better understand the customer journey in a digital sense. Investing in new social and digital tools are not bad. But if sales and marketing don’t work together, they will never accomplish what they can together. And it begins by adding value.

At the Intersection of Value

Consider the graphic below. It has two lines. The gray line is representative of the customer journey. It has a beginning and a perceived end, which we’ll discover is not really an end at all. The black curved line is your business. As we move from left to right, the goal is to maximize the moments where these two lines intersect. Segments of the journey are indicated by brackets. They are Discovery, Research, Moments of Truth, and Customer Engagement. As these buyer touch-points occur, it’s our job to create and provide as much value as we can. It is in these moments where buyers form their thoughts about your brand. You must help them meet their need by providing value at every point along the way.

Marketing and sales have a unique opportunity to work together to deliver value at every stage of the customer journey. They first need to align on the major segments of that journey. After this is agreed upon, they must align on the value that is delivered at each one of those stages.

Creating Value at Every Stage

We’ve talked about the marketing/sales funnel and how it’s broken. We are in agreement that this is not where we have been before. So how do we know what value we should create at each buying stage? I’m so glad you asked. Let’s look at four typical stages along this customer journey.

• Discovery: The first area we need to tackle is when the buyer learns they have a need. Understanding this stage is a challenge. Start by asking your existing customers about what caused the need. What were they doing when they first discovered they needed your product/service? Where were they? This causal effect will assist you in determining the right content/value approach you should take. It will also help you understand what sites and channels are used when they discover it.
• Research: We all do it. The data doesn’t lie. Research shows that we are going online to find answers to all manner and kinds of questions. And your customers are doing it too. This has never been more true even in the car buying experience.
  

  Today, half of all car shoppers with mobile devices use their smartphones while at the dealership. The top action people perform with their phones while on the lot, not surprisingly, is confirming that they are getting a good price on a vehicle. Searches for Kelley Blue Book and competing dealers occur more often when at the dealership. – Think with Google

  These answers are the key to developing the value we seek to create. Learn as much as you can about where your customers are coming from. What sites do they visit when researching? Are they visiting your website? What content are they viewing? Is it valuable to the research they are doing?

• Moments of Truth: The buyer has become aware of the need. They’ve researched all the solutions. They will now enter the zone that we affectionately call the “Moment of Truth”. It is in this space where your potential customer will make a decision to buy. Our job is to engage the buyer with the reassurance of their buying decision. Sure we will have an amazing call-to-action. The button will be the perfect color and be in the perfect spot. But where is the value? When buyers make a decision, we must create the most value-filled buying experience possible. Is it easy to buy a product on your site? What does your follow up look like?
• Customer Engagement: Now that the buyer has become a customer, the value changes again. It now becomes a matter of user experience and engagement. When was the last time you used your own product? What questions popped up? Was it easy to find the answers? What if the answers were sent before you had the question? It is important that your customer sees the value in a long-term relationship.

Listen and Verify

But it does not stop at providing value. This does not automatically get you the sale. As any marketer worth their credentials will attest, you must always be listening. Each one of these touch-points should be tracked. It will provide you with the data you need to “listen” and verify that it is the right value being provided at the right stage.

For sales and marketing to be successful, it must retool. But more importantly, they must align their focus on providing value to the customer at every stage of the buying journey.

Marketing automation tools are valuable in helping you learn more about your customer. But the value doesn’t stop there. It can be assist you in creating a value-based customer journey that equips the buyer at every stage.

We can also become too mired in the details of our journey. And if you have children, you know exactly what I’m talking about. “How many hours will it take to get here?” “I have to go to the bathroom.” “Why are we stopping?” “I’m hungry.” And on, and on it goes. These are indicators that they our precious cargo are more interested in the destination than the importance of the journey. Seeing the big picture can offer us a view that is holistic, and gives us insight that we might not otherwise consider. That is why this final post in our big picture series is focused on starting your marketing automation journey.

Big Picture

As marketers we can become so hyper-focused on specific goals, campaigns or initiatives, we forget the broader context with which they fall into. This big picture view is critical as we begin to understand how marketing automation fits within our business. It’s important to remember that our understanding of this view will enable us to make the right decisions on how to automate our processes and marketing tools.

Over the last couple of weeks, we’ve highlighted broader systems that your organization needs to consider as you evaluate the big picture view of marketing. It begins at the business strategy level, then works it’s way down to your marketing scorecard and goals. As you determine the metrics you would like to impact, it is imperative that these blend into your customer touch-points and not override them. If our customer journey becomes secondary to your goals, we are missing the point. The customers’ journey to your business is the windshield of your marketing efforts. It should be clear and unobstructed.

The Roadmap

With that, let’s climb to a higher altitude and see the big picture landscape of our marketing automation journey. First and foremost, marketing automation is not a bolt-on solution. For automation to be truly successful, you must consider all of your marketing efforts en masse. Some think that a landing page with a compelling call-to-action is all their organization needs to integrate automation. But this is a shortsighted view. Consider our road trip. Let’s say it will require multiple days to get to get to our destination. If we plot our course without considering the climate, construction and traffic at each stop, we may miss alternative paths to help us get there in a more effective and efficient manner. What if it is quicker to go around the big city? What if construction is slowing traffic down?

This is true of your marketing automation journey. If we consider our customer touch-points and lay that context beside the omni channel approach, we will begin to see paths and connections that we may not have considered before. This is one of the key approaches to automation that often gets overlooked. The layering of channels and touch points is as vital to the creation of automated processes as content creation itself. If we don’t evaluate the intersections of the customer journey in connection with the channels we communicate through, our efforts will fall flat.

Start Your Marketing Automation Journey

So now that we have a map of our marketing automation journey, where do we go from here? This is a conversation that will be entirely unique to each organization. We are extremely excited to have assembled a community of developers, users and marketers that have plotted their own journey’s and have committed themselves to share what they’ve learned with you. Mautic is unique in that this community cares about your success. This is not a profit game. This is a journey of connection. You see, when you win, we all win. Here are a few thoughts to get your marketing automation journey started.

• Assemble your team: As we’ve noted in previous posts, your marketing efforts involve a number of teams. As Macy’s discovered, Macys.com was having a significant impact on in-store purchases. The online team learned they had to work with brick & mortar and understand how the customer searches and purchases.
  

  “We used have 2 separate silo’d budgets, we really now have one Marketing budget. And we look at the best way to spend that, what’s the best allocation, what’s the best media mix, whether it’s digital, offline, how do they work together to deliver…yeah of course the most sales, but really, that best customer experience.”

  For more information on Macy’s teamwork, click here.

• Understand your customer: This goes without saying. When you understand your customers needs, you will be more in tune to their purchase cadence. You will know more about their buying habits, how they seek your product or service out and what tools/communities they use to evaluate. This will help you deliver the right value at the right touchpoint.
• Determine the channels: The channels which you communicate and connect with your audience, will be incredibly important. If your customers are online, than connect with them there. If they are in your stores, connect with them there. If they are in both places at the same time, make the connection seamless. Don’t tackle every channel if your customers aren’t there and don’t automate what you don’t have the structure for.
• Automate with a goal: You should never automate without a set of goals you are seeking to achieve. Automation should further assist your audience/customer in meeting their need. It should never be self-serving. When you deliver value, your customers will remember. They will follow you because you care more about meeting their need than meeting their bottom line.
• Review and verify: This is as critical to the process of automation itself. Always be testing. Always be analyzing your audiences’ behavior and purchase cadence. This is an area that, as marketers, we need to become more adept at understanding the information that is being gathered with every click, every visit and every purchase.
• Adjust course if needed: Marketing automation is not a “set-it and forget it” proposition. It is a complex digital conversation that grants you access to the voice and cadence of your customer. Your customers change. They are constantly looking for value in every area of their life.

Remember, your marketing automation journey is more about relationship building than it is about channels, touch-points and data. With every piece of information you learn more about who your customers are, what their likes and dislikes are, and how they desire to be connected with. Our job is to listen, and trust that we’ve provided value at the right touch-point, through the right channel and at the right time.

For a full-size PDF of “Your Marketing Automation Journey” visual represented above, click here.

Last time we discussed the importance of starting with outlining the customer journey. It is critical that your business starts here. Your business and marketing goals should be always be aligned to understanding, and ultimately meeting, their needs.

As noted above, although you may find yourself in the marketing function, it goes without saying that the function of marketing should be to engage customers while supporting and driving the overall business objectives. Marketing should never sit on an island. Your marketing goals should be aligned to this “north star”.

The Marketing Scorecard

All of these goals will ultimately be incorporated into your marketing scorecard. The tasks and goals that you’ve researched, discussed and aligned on, will be the foundation for how your business keeps track of success. We would like to provide you with a quick overview for how you can develop your own marketing scorecard. This combined with your customer journey will be used to develop your marketing automation strategy.

• Improve Awareness: As you assess your current place in the market against competitors, what are the strengths of your solution should you be sharing? What are the value gaps you can expose in your competitors, that your product or service offers? What are some relevant content areas that you can explore? How do you begin telling the marketplace about them? What new and unique channels can you use to share these stories?
• Generate Leads: Every business needs customers. Although we in the industry calls these leads, they are people. People that have needs that you would like to fill. As you review the customer journey, where can you connect with them? Generating leads is about meeting your customers needs. Meet them where they are at. Assess their journey and provide value and the “leads” will follow.
• Increase Sales: This is where engagement becomes relationship. It’s when the customer decides that the value they sought out, is worth the money you’re asking for in return. If your solution truly brings about a value exchange, then you have an incredible opportunity to extend that relationship into something much more valuable.
• Drive Loyalty: This is the brass ring of any business. When a sale becomes something more. Apple, Nike, Starbucks. These organizations have delivered value AND an experience that enriches our lives. They are adding value after the sale. As you craft your scorecard, don’t simply stop at the sale, find opportunities to delight the customer long after the sale is done.

Bear in mind that these are high-level scorecard metrics and are designed to be a starting point for you and your team. Each one is a broad category that encompasses other more specific measures that will ultimately focus on individual goals that, if developed well, are SMART.

Marketing is not an Island

We’ve said it before and we’ll say it again, this should not be an exercise you accomplish on your own. There is value in reaching outside of your function to ensure that you are creating a holistic scorecard. Consider the functions that impact each and every area of your strategy. There could be a new scorecard metric that is waiting to be revealed, that will have a significant impact on your business!

Later this week we will drill down even further and start to assess all the communication channels that will help you drive your strategy and connect to your customers and impact your metrics. As you begin to unpack these high-level metrics, what are some underlying measurements that you are tracking? Share them in the comments below.

Well that depends. Before we go too far down that track, we’d like to offer some guidance. No, we’re not trying to sell you anything. We’re here to give it away.

In full transparency, we’ve been working tirelessly on a marketing automation solution that is top shelf. It’s open source, filled with flexibility, plays nice with others and is, well…free. At the core of who we are, we want to make marketing tools available to every organization that needs it. But what is a valuable solution without the instructions? This goes beyond documentation and how-to’s. It is strategic. We’d like to share an approach that we trust will help you understand the marketing automation landscape and determine how all these solutions fit together for your organization.

Over the course of the next couple of weeks, we’d like to offer our thoughts on how to assess your current state, further understand your customer buying cycle and develop a plan for implementation. All in an effort to help you customize your own unique approach to marketing automation.

The Touchpoint

In today’s post we want to highlight the value of the customer touchpoint. So many organizations today think that a few simple email campaigns will unlock the door to endless customer engagement and profits. This is simply not true. For your company to be truly successful you must learn that marketing automation is about understanding the big picture of your customer.

It’s critical in today’s marketplace, that you not only understand what customer need you’re meeting, but understand each touchpoint you have with them. During the buying cycle, there will be many times that you have an opportunity to create a meaningful, value-filled connection.

Step 1 of understanding how marketing automation fits within your business, begins with laying out your purchase/sales process and evaluating each customer touchpoint. We would like to provide you with a few thoughts to help get you started;

• First, write down the steps in your sales process from left to right. (Tip: This process should be cyclical. You never want to end the process with a sale.
• After you have identified your sales process, under every step, write down all the different touch points where the customer is involved/connected with that step. Does it involve contact with an associate? When do customers interact with your product or service? List all of them out. Even ones you think are outliers.
• Now you’ve written down each touch point your customer has with you and your product or service. There are a couple of additional questions that will take this exercise to the next level. Evaluate each touch point. Are you being proactive or reactive? What value can you bring the customer at each step that would delight them?

We’ve provided a high-level example of a sales process to get you started. Keep in mind this is a 50,000 foot view. If your process is more complex, there are likely many additional channels under each step that will require further evaluation.

Don’t Go It Alone

You should not lay out this process or answer these questions alone. Each and every function in your business likely has a touch point and channel they are responsible for. Whether it is the cashier or the accountant, the salesperson or the receptionist, these touch points will provide you with a holistic picture for the areas where you can add over-the-top value to your customer, with the ultimate goal of developing a long-term relationship. To start you off, there is an HBR presentation that could assist you in beginning to see and understand the cumulative customer journey.

But outlining these customer touch points is just the beginning. As the digital landscape continues to evolve, the opportunities to connect with your customer will continue to grow. So it’s important to make each and every connection count.

Understanding the big picture of your customer buying journey, and the touch points that impact them, will help you assess the areas you need to improve. But before you invest in a marketing automation solution, it is important to realize that automation will not increase your sales, creating meaningful customer experiences will.

Stayed tuned for the next installment of the Big Picture of marketing automation where we will discuss how to outline your goals. The blueprint for your marketing automation efforts.

If you’re looking for more detail about lead management then be sure to check out this far more comprehensive step-by-step guide.

Transcript

These are the four roads that will lead to a better sales funnel. Not a comprehensive sales lead model but should get you started in the right direction.

1. The Right Technology

   • Know Your Needs: Before you can select the right technology you need to fully understand the problems you want this technology to solve.
   • Prepare to Scale: Don’t select the marketing software you will use based on your current situation. You expect to be successful; plan for the future.
   • Identify Your Costs: What you spend on the right technology is an investment in your future; identify what you will spend implementing marketing tech.

2. The Right Beginning

   • Sales Team: Sales teams and marketing teams must work together to create the best strategy for customer growth.
   • Marketing: Marketing begins when your business begins. There is no such thing as too early to begin marketing.
   • Audience: The identified target audience dictates a sales and marketing focus from the very beginning.

3. The Right Campaigns

   • Timing: Campaigns need to be bold in sharing the right information at the right times with your leads.
   • Repetition: Campaigns should always have a clear and distinct purpose or goal to be accomplished.
   • Purpose: Campaigns should be organized to execute at the ideal times.

4. The Right Reporting

   • Lead Tracking: Right reporting focuses on lead activity: such as time spent on page, pages visited, and social sharing.
   • Engagements: Reporting should include engagement activity between company and lead.
   • Conversions: Right reporting identifies which pages and forms provide the best conversions.

Need help with your lead management or other marketing help? Then Mautic is here for you! Just Download Mautic or Launch Your Demo.