How Marketers Can Run Their Campaigns At Scale
As more companies shift the bulk of their advertising spends towards digital channels, Marketing Coordinators are often faced with a fragmented experience that makes it hard to manage all of the efforts from a 30,000 ft view, something that is critical to making agile decisions in an ever-changing business landscape.
You hear digital marketers often talk about the “optimization” process that is required to effectively scale campaigns, but what does that mean? To answer that question we need to zoom into a 100 ft view of the process. The truth is choosing your digital advertising medium alone will not mean your campaign will be a success. Digital marketing is a fragile ecosystem in which channel choice, campaign targeting, landing page & creative ads, work together to produce conversions for companies. If one of these attributes aren’t correct or are subpar, then conversion rates will not reach their true potential.
I can go on and on about this but let’s get to the point, successful campaigns require that marketers test all of these attributes at scale. That means Marketers need full control of creative ads, the landing pages, testing campaign variables while simultaneously measuring those results with certainty and making changes on the fly based on results. The ability to segment audiences and campaigns become increasingly important for marketers as they try to tailor their offerings to be as relevant as possible to the end user they’re talking to. Finally keeping in touch with customers by delivering them content around solutions they desire is key for both short and long term sales cycles.
This problem only becomes more complex as you add new channels into the marketing mix. Even when marketers drive leads they are faced with the realization that these leads need to be successfully closed by their sales teams, so how can we ensure we maximize the organization’s opportunity to grow revenue without micromanaging the process once this crosses to the sales department?
Marketers need to centralize their efforts under one “hub” to allow them to maximize their time and chances of a growing revenue year after year. Marketing automation programs are an ideal solution for companies looking to scale up their efforts while also bridging the gap between both marketing and sales teams.
Using marketing automation has a few benefits for B2B & B2C companies that are highlighted below:
- Track both online and offline advertising initiatives directly from one hub allowing you to view results at both the micro and macro level.
- Increase leads without increasing ad spend by identifying the campaigns that work the best for you and pivoting your marketing efforts.
- Leverage behavior-based email advertising that sends the right message at the right time to already engaged users in your funnel (this helps maximize lifetime value and close leads).
- Automate tedious tasks that allow you to focus your time on executing bigger picture ideas.
- The ability to quickly create segmented messages via landing pages, emails, and custom content offerings.
- Consolidate the amount of marketing programs you use and save on organization software costs.
Marketing automation/CRM’s bridge the gap between marketing and sales by tracking opportunities from lead to closed sale. This helps attribute direct revenue to your campaigns giving you a deeper look at return on ad spend. Your sales team will also appreciate CRMs that help them track lead statuses with real-time lead scores (great for prioritizing leads) and for marketing material that works with them to sell.
Marketing automation platforms like Sharpspring & Hubspot have paved the way for marketers to work smarter rather than harder. With centralized data marketers can now look at campaigns at a 30,000-foot view, making quick decisions that impact your business and make you look like a marketing rockstar.