A Day In The Life Of A Marketing Automation User
Managing Marketing is a tough job and you have to be prepared for the unprecedented inflow of work aka campaigns, anytime of the day disrupting your already busy schedule. Most digital marketers complain about the work load and the long hours they put into work everyday. The daily work schedule of a smart marketer who uses marketing automation is however exciting. This is because contemporary marketing bases itself on the multi-channel approach. Marketing Automation provides ample scope for multi-tasking without repetition of work. Creativity keeps the adrenaline pumping especially when content creation is involved. So much so that any real user of marketing automation can’t really do without it on any working day.
Let’s see how a day in the life of a marketing automation user is like:
Your day starts with a review of your new prospects and activity reports. The latter may indicate those prospects who were active recently. Reviewing these reports is important in order to get the right insights into prospect activities. This also gives you the guideline for organizing follow-ups, if any by the Sales or SDR reps.
It’s time for lead reviewing. Look at the incoming leads and how your campaigns fared. You may have a fairly long list of leads requiring instant review. However, with lead segmentation and lead scoring already in place, this shouldn’t require much time. It may be as less as just a minute for qualifying leads with the lead scoring module, provided your marketing automation tool is equipped for the same. Spend the remaining 59 minutes reviewing the quality of leads from different campaigns, so that you know which campaigns need most monitoring.
While following up on your emails. Also keep an eye on all emails pertaining to lead behavior, campaign performance updates. Check on the lead segmentation, CRM integration and lead syncing, so that you don’t face lead management issue ever.
Check the automated workflows of your marketing automation system. See if they are configured properly and replies to auto-responders are being responded by the system or your colleagues. You may also want to ensure that the outgoing emails are addressing all concerns/questions of prospects who are interested in your service and/or product. You may also want to manually engage with prospects who are still in two minds about engaging with sales. Simultaneously, your teams of sales/ SDR representatives should start using all real-time alerts the marketing automation system provides for following up with potential leads.
Take a break. The process can be tedious and you need to recharge your batteries for another bout of intensive work.
Post-lunch, it’s time for a meeting with the sales team. The regular check-in between sales and marketing is mandatory for proper coordination and correlation. This is important as marketing automation’s success depends a lot on the effective communication between the teams. This perpetual communication undoubtedly leads to continuous improvement. Spend an hour to understand what Sales thinks about your lead quality, get inputs from Sales reps to improve your campaigns. Valuable insights gathered from real human beings who interact with your customers, day in, day out.
It’s time for sharing content across multiple platforms because as a marketer, you are in all probability sharing some content or the other regularly across all networks. This again takes half an hour or so, following which you need to run a campaign check-in for the right insight on the campaign’s performance. It gives you the right feel about how the email campaigns are doing; the success earned by your initiatives on paid search; and the content with the greatest conversion rates.
Start next day’s planning. This is important because every marketer needs looking ahead, no matter what. Ask yourself the 3 basic questions at this point of time: Do I need to launch new campaigns? Does new content need to be created or old content repurposed? And, do more landing pages need to be optimized?
It’s time to call it a day. Your batteries need recharging through rest and recreation and what could be a better option than heading home, resting and readying yourself to take on another challenging day!