...
- Integrate key systems. Add tracking code to your website HTML so you can follow visitor behavior and optimize your website. Integrate your CRM.
- Templatize. Keep it simple; do just one or two templates for email and for landing pages. Keeping it simple also makes this content more consistent, always a good thing.
- Audit your existing content. Figure out where it fits in with your buyer’s journey, and then use it. You might find yourself dusting off effective assets you’d forgotten about.
- Do one or two nurture campaigns. Start with the leads you can do a trigger campaign to; they’re usually the most responsive and you’ll probably close the most and learn the most. Keep the nurture campaigns simple; save the many-branching ones for next year.
- Standardize metrics. Sales and marketing should work together to define metrics and nomenclature. It doesn’t matter whether you call leads “marketing qualified/sales accepted/sales qualified” or “cold/warm/hot”; what does matter is that everyone in your company uses the exact same terms, and that you agree on metrics that clearly and cleanly let you put the a lead in the correct bucket.
...