Congratulations! You’ve mastered the basics of your new marketing automation software. Getting automated processes integrated and flowing inside the system is one of the biggest hurdles to overcome.

Marketers across different companies will adopt and employ their marketing automation software their own ways. There is no right or wrong, so find what works for you and don’t be afraid to change what isn’t working.

Develop your own guidelines through testing and lots of trial and error. Newborn babies don’t come home from the hospital and sleep through the night on the first try, do they? No. It takes time through routine establishment, repetition, and patience. Integrate those same practices as you set up email campaigns, lead scoring models, website tracking, landing pages, events, and every other opportunity available with your new MA software.

Tips to keep up momentum with MA software:

  1. Segment your leads: As lead, prospect, and customer information flows into your MA software from your CRM, segment them based on different categories.
    • Categories may include: title, location, industry, company size, etc.
    • Segmentations ensure that leads are receiving information relevant to them. The more they relate to your correspondence, the more likely they are to engage.
  2. Include multiple calls to action in your email campaigns: Hyperlink banners, images, body text, sidebars, etc. that will each take email recipients to the same landing page.
    • From that landing page, they should proceed to an online lead capture form.
    • This allows recipients to receive something of value from your company, such as a whitepaper, webinar, or event registration download.
  3. Always test your emails: Remember, emails render differently across different email clients. Sending tests across those clients allows you to adjust your images, fonts, or alignments as needed.
    • Make sure you’ve set your own default settings for these features – if not, email clients will render their own defaults and emails will appear inconsistent.
    • Choose 5-10 email clients that your company sends to most often, since we can’t satisfy everyone, single out the ones that matter most.
  4. Keep online lead capture forms simple and consistent: Hopefully, email recipients will engage with multiple lead capture forms. Whether they’re coming to them through an email campaign or your corporate website, we want them to look the same.
    • Consistency establishes a sense of trust between your company and leads.
    • The focus should remain on the one offer you are presenting – do not include multiple offers or additional information on this page.
  5. Experiment with lead scoring models: Remember, lead scoring is a guessing game, but, luckily, it can be scratched, edited, or repurposed as needed.
    • Involve the sales department in the lead scoring process with an open brainstorming session about the most important website pages, email campaigns, etc.
    • Try scoring every page on your website and assigning additional points for length of visit, return visits, and pricing pages.
  6. Engage current customers as well as leads: Too often, paying customers are placed on the back burner in order for Sales/Marketing to focus on converting new leads.
    • Consistently engage current customers with monthly email newsletters, online feedback forums, product updates, or conferences.
    • Happy customers are your best advertisements – they’ll share their experiences with other B2B buyers and ultimately influence their purchasing decisions.
  7. Develop your own best practices: Don’t depend on a blind Google search to dictate your own best practices! Sure, research what the experts are saying, but if it doesn’t work for you, don’t stick to it.
    • Experiment with varying times/days to deploy emails. Many marketers preach, Tuesday-Thursday from 11am-2pm, but try a Sunday afternoon or late night.

When you have a best practice that works, write it down. Soon, you’ll have a document of best practices you can distribute company-wide.