Marketing automation platforms are full of so many features and capabilities that it can be hard to get your head around…
We wanted to find out a bit more, so we asked Mike the Marketing Automation Platform to keep a log book as he went about his duties on an average Tuesday. Here’s an extract…
Breakfast time. I’ve been awake all night capturing activities from the other side of the world – but no time to stop for a coffee – things have started to pick up as people start their commute and open the email shot I sent a half hour ago.
I’ve got to concentrate pretty hard counting how many people click-through to the landing page attached.
Thank god we were running a subject line A/B test on this lot, so I’ve only got to sift through 10,000 emails – 20% of my entire database.
Turns out subject line A got 5 more click-throughs. Totally unexpected. That one was written by the CMO and he’s a bit clueless IMO – he used full on capital letters for gods sake!!!
I guess that proves there are no rules to what works and what doesn’t – continuous testing is the only way to be certain.
Just when I thought I was done with emails…
I forgot that pesky CMO went and scheduled a segmented nurture campaign to run on Tuesday morning, so I’ve I got to keep my head out the cloud and pay close attention to what I send to who.
Don’t want someone receiving the wrong email or the same one twice, that’s not good for my credibility!
Time for a clean up.
If I don’t do this at least weekly I end up looking a right mess…in fact I’ve started doing it daily to impress the new tasty looking CRM system they’ve just installed, we’re working pretty well together and I don’t want her to start thinking I’m a slob!
With over 50,000 contacts keeping clean should be a nightmare but fortunately I’ve got a few neat little features that help me do the job pretty darn quickly 😉
I’m a pro at multitasking 🙂
Right now I am keeping an eye on all 87 people currently browsing our website.
Wow! No. 28 has been on the pricing page for 5 minutes now. He definitely needs his lead score boosted – that puts him over the 60 points required to become a SQL…
…And you know what that means!!????….A chance to talk to the CRM again 🙂
Ill tell her to schedule an urgent call from the sales rep direct into her system.
Hehehehe we’re so compatible – how can she not like me <3
Hang on, no. 87 is a new visitor and has just asked for a whitepaper.
OK I’ve sent it to her, alerted marketing and added her to our nurture campaign.
Note to self: Next time no. 87 visits I’ve gotta remember to pre-populate all the content forms with her information and add a couple of extra fields to find out a bit more about her. I like to getting to know new people 🙂
12.30pm – Lunch time
Don’t be silly, I don’t get lunch.
The best I get is a quick chance to flick through Facebook and Twitter to see if any of the contacts I am tracking have posted anything that tickles my fancy.
Some of the stuff I see is a tad saucy but we don’t use this in our lead scoring – just the relevant stuff.
Talking of events, time to send the final reminder for our 3pm webinar.
I’ve been busy sending emails inviting people to the webinar over the past month and a half. Altogether I’ve managed to get 192 people registered – that’s way more than they ever achieved last time – before they had me installed!
We’ve got another webinar coming up in a couple of months, and this ones held by the CMO >_<, fortunately I can just clone this months event campaign, make a few tweaks, and BAM.
3pm – Webinar
I sent personalised links to all of the 192 registered people, so I can see who turns up and who doesn’t. So far 50 people have joined – not bad.
I think last time they only had 1 person bother to show up.
I will also be sending out even more emails after the webinar – different versions for those that attended and those that didn’t.
4:30 – Analytics
Phew it’s been a busy day! I’ve had emails coming out my speakers!
Now it’s time to consolidate all the interesting things that have happened today into easy to follow metrics and show the Big Boss how great I am at making him money.
With multi-touch attribution, I can even understand the influence of every campaign that touched a deal. Which means the CMO can’t do his usual boast about his campaign being solely responsible for generating the new big lead!
5.30 – Time to go home?
Finish? I never finish, I am on duty 24×7 including bank holidays.
Christmas Day last year I tracked 27 people clicking through links on emails that I had sent them 2 weeks beforehand and 490 web site visitors – I suppose some people just need a break from the family.
Thanks to Mike for agreeing to share this with us.
He also let us know that he has plenty of cousins who are just as adept at marketing and are looking for work asap…
…so if you’re interested in employing one of his relatives or would like to find out a bit more please contact Stampwood on 01202 805655.
Or alternatively visit our website www.stampwood.co.uk.