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Do Marketing Automation Better Let's say that LinkedIn leads identify themselves as plane buyers faster than Twitter followers. Even more interesting, they tend to buy jets for private corporate use. The company decides to create specific content to share for this particu- lar type of customer on LinkedIn, from updates and info- graphics to webinars and nurturing emails. The company can measure the following KPIs, among others: O Increases in LinkedIn followers O Click throughs from LinkedIn O Leads who come from LinkedIn AND share the company's aerospace information on the network O Webinar conversion based on the specialized content O Nurturing email open and click-through rates O Speed of sales cycle (quicker to close?) O Number of sales Considerations for Marketers KPIs are different for every marketer. For exam- ple, the B2B aerospace scenario is very different from B2C e-commerce. While leads arrive in both through a similar path - either account cre- ation or information submission - the type of en- gagement is very different. Unlike the aerospace marketer, the B2C marketer will immediately en- gage, providing information (and maybe a spe- cial offer) to close that business. Using your analytics dashboards to under- stand customer behavior will help improve your strategy. To determine what KPIs are important, start by segmenting your most suc- cessful wins and looking at the commonalities. Can you build a profile based on these? Where did they come from? How did they engage with you? What is their demographic profile? Answer these questions to begin the building a profile of your ideal customer – one that you know you can market to successfully. - Brendon O'Donovan – Product Marketing Manager, Vocus, Inc. Empowering a Campaign Point of View When you build out your marketing automation system, you can label data points. This lets you build out personas and qualify where someone is in the nurturing process (think the old funnel metaphor). Let your data drive your decision-making when someone is ready to receive different types of content, and when they should receive an email request to buy or a phone call. You have worked hard to build custom lists and databases. Let these tools do the work. With a persona in mind and a clear nurturing path based on data, you can create campaigns. For example, if you are a restaurant chain, Valentine's Day is one of your busiest nights in Q1. You should build a custom campaign for that night, integrat- ed with your overall brand and sales initiatives. Let's say you're trying to cater to buyers with a higher income and a desire for healthier foods. Knowing that women usual- ly determine menu choices in the house (93 percent, accord- ing to she-conomy 2 ), you could create a campaign that helps men make their special ladies happy on their dinner date. The campaign specifically targets married men, who are more indoctrinated into the day-to-day routine of the house's diet. They know what their wives want. If your team is advanced, you already collect data on which customers have kids (offering special kids' events and deals is the way to capture this data). Now you can run two cam- paigns: one to married men with kids and one without kids. The campaigns both feature the same creative and con- tent theme: Make Valentine's Day Romantic, Delicious AND Healthy. However, the campaign for fathers with kids offers an extra discount to help pay for a babysitter. Imagine the primary message, "Don't get stuck in this Val- entine's Day; have a romantic healthy meal with your wife. Let us help pay for the babysitter with this 25% off coupon." #3 2 http://www.she-conomy.com/facts-on-women " "

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