I make a killer fresh salsa. Over the years I have developed my technical skills to the point that my salsa is a popular request at all sorts of social gatherings. Sure I may be bragging a bit, but when you can bring in $65 per quart in a charity auction, you know you have something special.
Just like a well-proven recipe, marketing automation software can generate success such as a 178 percent increase in deals if you start with the right software and get your processes in place to take advantage of it:
Start with a good recipe:
- This may take some trial and error to find something that suits your tastes, but there are plenty of recipes out there that can be used as a starting point for your next masterpiece. The salsa recipe I use came from my dad. He found it at a county fair about 15 years ago when he bought an “all-in-one” salsa maker. The source didn’t matter as much as the end results. I liked the combination of ingredients and the overall flavor, but there was room for me to interpret it the way I wanted to.
- There are all sorts of good examples on the web on how to build lead flows, set up scoring, and build email templates for your marketing automation campaigns. Find the resources that match your needs and then build from there.
Tweak the recipe:
- With a good base, I was able to experiment with the recipe a bit and make it my own. For example, normally I use Serrano peppers for spice. It has sort of a delayed heat to it so you get that kick at the end of the bite. Sometimes I’ll use jalapenos if I can’t find the Serrano peppers. They deliver a more immediate kick. For the occasional special knock-out I’ll put in habanero peppers. Although my recipe is fairly well set, now, I do still allow for tweaking during each batch. For example, I’m able to adjust the amount of lime or cilantro if needed. This allows me to zero in on the preferred taste.
- Once you have a marketing automation mix that looks good, adjust it to your needs. No example flow or email template is going to be an exact fit right out of the box. Own it. Make it work for you. With the right marketing automation suite of tools like Sugar Market, you can make those examples fit within your business process and produce the results you’re looking for.
Refine the technique:
- When I started making salsa, I used the exact same method as my dad. I bought a salsa maker and dropped in the ingredients to chop them up by hand. I didn’t do that for long because it was too much work and if I wanted to make a larger batch for a party I had to repeat that process over and over. I quickly moved to using a food processor. I would pulse the individual ingredients to get the right texture and then combine them in a larger bowl to get the right balance of flavors. It was some work at first to get the recipe *I* wanted, but now I can repeat the process in almost no time at all and get consistent results.
- It will take a little while to get your marketing automation in place because each business case is different. Anyone who tells you otherwise is not being honest. There are methods you can use to help shorten that implementation time, but there will always be a bit of customization to make it perfect for your needs. Don’t get frustrated with that personalization time. Use it to your advantage and create something you’ll be proud of.
Marketing automation can be a success or a failure, depending on who is cooking up the recipe. Given the same basic ingredients, instructions, and techniques, a marketing automation plan can still fail if it’s not executed properly. You may get decent results if you just grab a recipe off the shelf and copy what others have done, but you won’t see true success until you take some time to tweak and refine your processes to suit your needs.