Identify your marketing automation gaps and fill them

This checklist is designed to help you identify gaps in your marketing automation implementation and management. It is based on practices we have developed and executed for our clients. Click the link below to download a working copy of this checklist to share with your team.

1. Start with a 60-second lead review process, identify activity that fits your target definition and optimize:

  Campaigns that are attracting and acquiring qualified prospects
  Inbound search terms that are attracting qualified prospects
  Offers, forms and landing pages that are acquiring qualified prospects

2. Optimize the following inbound marketing programs to attract & acquire more leads:

  SEO content publishing
  Content merchandizing on your home page
  Content merchandizing on your sub-pages
  Tiered calls-to-action
  Better landing pages & forms

3. Optimize the following lead nurturing programs:

  Form-triggered thank you content
  Form-triggered auto-responders
  Visit-triggered “we miss you” content
  Activity-triggered drips
  Calendar-triggered content updates

4. Optimize the following sales readiness programs to qualify your prospects:

  Sales readiness content
  Sales readiness calls-to-action
  Sales readiness activity tracking
  Target definition lead reviews

5. Develop customer-focused content that is findable, useful and valuable:

  Plan your content using a customer-focused framework
  Publish content that is findable using accurate titles and descriptions
  Nurture prospects through the sales funnel with engaging and useful content
  Develop content valuable enough to trigger a form completion and download
  Measure performance to identify which content assets, topics & categories are working

6. Optimize your website to align it with your objectives:

  Design page templates to prioritize important messages and calls-to-action
  Optimize sitemap and navigation to better guide users
  Feature content and calls-to-action throughout your site
  Use RSS feeds for content publishing
  Code your site to minimize technical SEO errors, like unreadable URLs and broken redirects

We would love your input and feedback on this checklist in order to make it more useful, so feel free to contact us with any comments or questions.

Next Steps:

Are you interested in improving your pipeline marketing? Request a proposal and let Brainrider optimize your sales-ready lead qualification process.