There are 5 major steps in the Marketing Automation process that allows for effective marketing.
- Identifying Your Goal
- Find Your Audience
- Create Content for the Buyer’s Journey
- Make Successful Workflows
- Analyze and Optimize those Workflows
Step 1: Identify Your Goal
Establishing a goal is the first step! You can then add other types of metrics that pertain to the overall goal after you have a goal. Your goal will be unique to your company but there are standard goals that almost all clients strive for: more qualified leads, boost in sales, boost number of returning customers.
The fundamental purpose of goals is to make it simple to assess the efficacy of your marketing efforts. When it comes to automation, however, goals have a secondary purpose: auto-progression.
Auto-progression is the ability to automatically push contacts beyond steps in the automation that aren’t relevant to them since they fulfill particular criteria. For example, let’s assume you want to send two follow-up emails to new prospects in order to generate more product demos. A contact may request a demo earlier than you anticipate in the automated. Because the contact has already accomplished your goal, they are no longer required to receive follow-up emails.
To put it another way, you can utilize objectives to nudge goal-fulfilling contacts through automation and proactively manage the messages they receive. When a contact schedules a demo, they pass past those follow-up mails and go straight to the next phase of the process.