Will Scully-Power


Marketing Automation Database :: What is it?
October 29, 2009, 4:04 am
Filed under: Datarati, Marketing Automation | Tags:

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Marketing Automation Database – What is it?

The objective of  implementing a marketing automation database is to get all the information marketing needs to acquire leads in one place. Marketers implement a marketing automation database to see all of marketing’s interactions with each prospect and customer. They also use it to keep data clean by automating the de-duplication of  records within the database.

A marketing automation database is a SEPERATE database, designed to allow an organisation to do 7 core things:

1.) Lead Generation
– Objective: Make sales happy with more qualified leads.
– How: Convert website traffic into leads, automate lead development, identify when prospects are ’sales ready’, automate sales tasks and track follow up.

2.) Lead Nurturing
– Objective: Drive revenue by nurturing raw inquiries into ’sales ready’ leads.
– How: Nurture relationships with qualified prospects, educate leads before passing them to sales, trigger relevant responses to prospect behaviours and automate repetitive marketing tasks.

3.) Lead Scoring
– Objective: Improve sales effectiveness by passing only qualified leads to sales.
– How: Automate lead qualification processes, measure prospect interest and engagement, score leads using demographic data and behavioural data and focus sales resources on the best opportunities.

4.) Website Tracking
– Objective: Know exactly who is visiting your website and where they go.
– How: Track all prospect interactions online, identify which companies are visiting your website, monitor known and anonymous visitors and automatically alert sales reps of new prospect activity on the website

5.) Email Marketing
– Objective: Don’t just email prospects, engage them in a dialogue.
– How: Deepen realationships with triggered, multi-step campaigns, get to the inbox using the latest deliverability technology, raise and open click rates by targeting segments and track and score who opens and clicks on each email.

6.) Landing Page Optimisation
– Objective: Create, publish and test targeted landing pages.
– How: Launch new landing pages in minutes, use your own branding and subdomain, maximise conversion rates through A/B testing and capture leads with smart forms that recognise know customers and prospects.

7.) Marketing Asset Management
– Objective: Store, distribute and track content and other marketing assets.
– How: Upload and manage documents and image files, publish customised URLs for each asset, track which piece gets viewed by prospects and notify sales reps whenever key marketing assets are viewed by a customer or prospect.

Now, to get the true value out of all of the above – organisations should integrate their CRM database (which holds sales data) with their Marketing Automation database (which holds marketing data).

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