Marketing Automation Best Practices

Too often best practices are handed out as powerpoint presentations or hefty tomes after the marketing automation system is implemented. At Market2Lead we believe that best practices should first and foremost be built into the product. A slide deck will be forgotten days after it is viewed, but when the Marketing Automation SaaS prompts you daily with questions as you build a campaign, or segment a list, the best practices become common practice. At Market2Lead best practices are mostly in software, not slideware.

Examples of best practices built into the application:

• The program design wizard ask questions about what types of program you want to build, and then provides a framework of best practice items for you to select from in crafting the program – suggesting pre-landing pages, landing pages, thank you emails, notification emails, reminder emails and so on.
• Best practices in data quality management are built into forms and import wizards to help maintain the highest quality in incoming data.
• In list segmentation you can specify seed and test lists separately from the production list so that the production reports do not include internal data in your results.
• CAN-SPAM regulations are strictly followed by creating a master unsubscribe list so that even when a contact shows up multiple times with the same email address because of duplicates in your CRM, Market2Lead ensures you are protected if the person unsubscribes.
• Personalization of microsites, landing pages and emails is fully supported with smart tags that pull data from the contact record. In this way templates with personalization can be loaded up into the system.
• Dynamic conversational progressive profiling of prospects is fully supported
• Multivariate testing of campaigns is supported.
• Foldering is provided for assets such as templates, forms, lists, and campaigns so that they can be organized for easy reuse.
• Lead management best practices such as setting tasks for sales reps or changing the lead status to a given value when it is published to the CRM is supported.
• Special functionality for testing programs and web forms prior to launch

Market2Lead does provide many best practices documents in the application help and in the User Group forum, but the best place for them is still in the application.