Go to www.brainrider.com/info to for access to this resource or click on a link in the document While many marketing automation vendors offer free setup and implementation, this is just the first step in getting better results. Real ROI requires realigning the way you plan and execute your marketing programs, develop the right content assets and optimize your website. That means going beyond tool support and finding an agency or specialist with the following skill sets

1. Better Practice Series
Marketing automation: agency, consultant & specialist skill sets.
While many marketing automation vendors offer free setup and implementation, this is just the first step in getting better
results. Real ROI requires realigning the way you plan and execute your marketing programs, develop the right content
assets and optimize your website. That means going beyond tool support and finding an agency or specialist with the
following skill sets:
Marketing program planning and execution
 Inbound optimization including B2B SEO/keyword strategy, landing page design, call to action development and
content merchandizing.
 Lead nurturing for both timed and triggered email campaigns including the use of Chose-Your-Own-Adventure
(CYOA) nurturing formats, autoresponders, thank you content and trackable redirects.
 Sales readiness qualification including developing offers, lead scoring and optimizing lead assignment to your CRM.
 Integrating existing marketing activities such as PPC, advertising, events and email blasts.
 Understanding how to track and measure your results against your objectives.
Content planning and development
 Understanding your customers and identifying what they want to know at each stage of their decision process.
 Extracting subject matter expertise that targets what your customers want to know and packaging it as marketing
content that your prospects will download.
 Optimizing your content for better search engine performance in order to attract more qualified prospects.
 Formatting your content as web pages, downloads, video, webinars, infographics, and more.
Website optimization
 Evaluating your current website design and functionality.
 Upgrading your website technology with better technical SEO, content publishing tools, and dynamic content feeds.
 Upgrading your website design with customer focused navigation, and effective calls to action.
 Server-side troubleshooting and optimization.
Implementing, optimizing and managing marketing automation can be more challenging than simply choosing the right tool.
To succeed, you need to realign the way you plan and execute your marketing programs, develop the right content and
optimize your website. Sourcing the right skill sets will make that process easier and will help you get the results you want
from a marketing automation implementation.
Next Steps
Marketing automation optimization checklist
Understand customer decision stages and how to use them to create better content
Get a marketing automation optimization quote
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