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.