How to Scale Your Marketing Strategy Without Sacrificing Engagement
Author: Patrick Groover
Companies are always looking for a new edge to capture mindshare and differentiate their solution within the marketplace. As people continue to diffuse their communication preferences across a growing number of channels, the role of the marketer can feel more and more like mission impossible.
To keep pace with the proliferation of new touchpoints, marketers need a scalable strategy for managing programs and tracking revenue that tips the balance of campaign cost vs. results in their favor.
Prove How Marketing Contributes to Business Growth
With marketing being seen as a cost center, it’s critical for you to understand how the dollars you spend translate into revenue growth. While you may be able to justify net-negative ROI in the short run, your marketing efforts need to result in positive ROI in the long run. However, one of the largest challenges that marketers face is determining how to properly attribute revenue across marketing activities.
You should measure your campaign performance based on two factors:
- Did your efforts produce the desired outcomes?
- Did the outcome justify the resources required to deliver on the objective?
First-touch attribution identifies which programs are delivering the most new names and last-touch attribution identifies the final call-to-action that helped push the conversion over the finish line, but most marketing activities that influence the overall buying decision are distributed across multiple points in time. Healthy reporting requires multi-touch attribution, which allows you to evaluate all the touchpoints needed to make an impact.
As an initial starting point, it is important for your campaign reporting to help you visualize the total contribution from touchpoints along the buyer’s journey towards a conversion or sale. Your marketing platform should be able to capture specific campaign successes, interesting moments, and ultimately report on cost per new name, cost per success, and automatically assist your team in distributing the reported revenue value across touchpoints.
Adopt a Solution That Grows with Your Needs
Unfortunately, many marketers struggle to measure their programs, let alone run their programs in a scalable and repeatable manner.
Do these inefficiencies sound familiar?
- Copying the same email or content to make only minor changes to personalize the message for a new audience
- Manually rebuilding programs, materials, and workflows from scratch for new campaigns
- Rebuilding audiences within new platforms to support cross-channel marketing
- Manually updating banners or materials for each piece of content within a program.
While it is difficult to eliminate all of the rework, it is possible to leverage marketing automation to keep repetitive tasks to a minimum, eliminating steps that do not add value. More importantly, an advanced marketing platform will offer features that support a true marketing ecosystem to help your team deliver engaging experiences within the Engagement Economy.
Here are three ways to help your marketing team stay lean while continuing to deliver high-quality campaigns that drive ROI:
1. Scale Your Campaigns
Analyzing your campaign management process can reveal inefficiencies that impact your performance. With the right platform, even non-technical marketers can make brand-approved adjustments to programs and content, without having Go to the full article.