How marketing automation platforms impact revenue — Kristina Alexandra // Pareto Pi Consulting

Quotes

• “The biggest benefit they can start reaping when implementing marketing platform is all the tracking codes that they start placing on their website. It’s similar to placing a heatmap. When we know who are our visitors, our prospects, where they are visiting, etc. that’s where the magic begins.” - Kristina“This is the moment where we can start to become very relevant marketers and send them topics, emails that will specifically deliver value to them.” - Kristina“Point number 3, we as marketers, I think a lot of times, everyone is focusing on, delivering, costing but what is actually the quality of the things that you do. How are you tracking what you’re doing. Do you get the results that you’re striving for?” - Kristina“You mentioned a couple of different things. One, when you’re thinking about implementing a marketing automation platform, you have to understand your marketing strategy. What are you trying to accomplish with your marketing efforts.” - Ben“The thing that stuck to me is you’re not just thinking what are the outbound messages that we want to send, what you’re thinking about is what’s the data that you can collect. Where are we installing our events and activities on the properties we have.” - Ben “Understanding the marketing strategy is important and then putting together a tracking that gives you an understanding of who is using your website and what they’re trying to accomplish basically helps you build segments.” - Ben “The key thing is understanding what is our segment. First of all, what is the business that we’re in. For example, me being in professional consulting services, I understand that most of my customers are actually either on the web or they are on LinkedIn. So I need to understand what is the best type of content and messages that convert on these two platforms.” - Kristina“Salesforce and Pardot have these feature set like connective campaigns that allow you to create campaigns in one platform and attribute all the landing pages, all the email templates, assets that you create to these campaigns. So we actually know the visitors and how many prospects interacted with everything that we created and automatically on the back of that, whenever we are inside further Salesforce CRM, creating opportunities in the back of these campaigns, they are then linked again with the contacts.” - Kristina“We can start now start tracking and measuring the velocity of the funnel, how long it actually from a visitor to earn the opportunity, and in general, how much and how many in all these campaigns resulted in the actual physical sales.” - Kristina“There’s always a dance of understanding what it cost to acquire a customer, figuring out the value of that customer, the LTV. It’s not as simple as I went into Facebook, I paid a hundred dollars to acquire a customer and the LTV of that customer is a thousand dollars. The ROI on that ad is 10X. It doesn’t work that way because there are all the marketing efforts that you have to continue to do to actually collect that thousand dollars of value.” - Ben “When you’re thinking about evaluating and understanding the value that your marketing automation platform creates you really have to understand or at least have a thesis of what your LTV.” - Ben “We need to understand how we can track and create this multi-touch attribution to touch all these multiple points because what actually got the prospect into the business in the first place, and what they did in the middle will be most of the times completely something else and in the end actually convert it and that middle part is like us feeding the baby, growing that potential human customer.” - Kristina“You gotta continue to market to your customers to drive revenue and marketing automation is the way to do that at scale.” - Ben “We are, at the moment, in the creation process of an online finishing school for Pardot. If you are a Pardot marketeer or looking to be a certified Pardot consultant this is something that beginning Q1 of 2021 we will be able to help you. But there’s also a lot of YouTube videos and resources online that can help you. Stay hungry and search.” - Kristina