Three Key Steps To Marketing Automation Software Success

In marketing, small changes can mean big differences to the success of marketing programs and to the revenue generated by an organization. Typically programs are put into place and considered successful if they meet planned goals. But these results don‘t take into consideration what more could have been gained if the campaign was optimized to reach its full potential. In order to get the most out of marketing efforts, they must be Marketing Automation Software must be continuously optimized. But where should these optimizations begin?
B2B companies should be looking at optimizing their campaigns in three distinct categories: pre-click, post-click, and post-optimization. By breaking down campaigns into these three critical areas and focusing on optimizations in each, it becomes easier to see the full potential from marketing automation software investment.
Pre-click marketing is everything that happens prior to someone clicking on a company website. It‘s the area of marketing automation software that focuses on driving a prospect to an organization‘s website and can be just as important as the website itself, since without pre-click optimizations the website may never be seen.
Post-click marketing is everything that happens once someone clicks on an organization‘s website, but before they are a known lead. This includes the site itself, but also all landing pages that work to drive conversions for a company. Since prospects are often driven to sites from search queries or links in social media, it‘s important for this click onto a website to quickly work to show value and then capture the contact‘s information, creating a conversion.
Post-conversion marketing includes all activities and communications from marketing after a prospect shares their information and before they become a customer. This includes email marketing, lead nurturing and lead scoring, all of which are critical for B2B companies to get the most of their effort of pre-and post-click marketing.
A paper available through MaaS Impact is a combination of thoughts from three experts in B2B optimization: Lee Odden, President of TopRank® Marketing, Anna Talerico, Executive Vice President from Ion Interactive, and Maria Pergolino, who oversees Inbound Marketing at Marketo, the Marketing Automation Software partner for MaaS Impact. These well-recognized marketing experts discuss best practices to get marketing efforts to produce the highest results possible.

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