Kylie Nickles, Senior Client Advocate at Pardot, will be providing her best marketing automation tips and tricks in her new two-part series on the Pardot blog.
The average marketer in today’s space has several campaigns to think about at once — welcome drips, lead nurturing campaigns (which may include different tracks for different products, anniversaries, or renewals), and post event follow-ups can all be running at the same time, just to name a few.
How to manage all of these campaigns — particularly when many marketing automation admins are a team of one — is a question we often come across at Pardot. That’s why we’d like to provide a few tips to help marketing automation users develop the content, strategy, logic, and timing around all of the campaigns that can be running in tandem. This will be a two-part series to provide tips and tricks before getting started with several campaigns, as well as ongoing maintenance and reporting best practices. Let’s get started with the three tips below:
1. Define a time-saving naming convention for your marketing assets.
Few things are more frustrating than being unable to quickly identify which email template is tied to which campaign, which asset is being used at each phase of your drip program, and what a specific landing page was named so that you can pull a report on performance for the CMO. To avoid running in circles tracking down the campaign associated with a particular white paper, plan out a naming convention that works well for you.
While everyone tends to organize things differently, consider using a method such as Campaign name – email number – asset name. For example, if you’re running a campaign to stay in front of tradeshow leads, the name of the second email template could look something like TS [name] FU – 1 – WP.
2. Create clear segmentation to ensure relevant and timely content.
Are you familiar with the phrase “know your audience”? This couldn’t be more true when running several campaigns at once. The proper segmentation must be in place before getting your campaigns off the ground in order to ensure that you’re marketing to the correct people. For example, if you’re developing a nurturing campaign for prospects with a certain product interest who have been inactive for at least three months, consider developing a CRM-visible dynamic list. Dynamic lists are a great way to build out your campaign audiences by setting defined criteria for each.
While segmentation and automation rules can absolutely be developed to feed campaigns, dynamic lists are especially great because prospects can un-match the criteria at any point, and be removed from the list and from the campaign as a result. Consider setting a score or grade threshold to your dynamic list so you’re not still sending introductory material to a prospect that is in the final stage of the buying process. Additionally, don’t be afraid to implement a tagging system. Tagging is an easy way to group prospects based on certain qualities or based on interactions with marketing materials.
3. Get real-time actions and notifications with existing functionality.
Many marketers struggle to draw metrics on one piece of collateral that is being used across several campaigns. A great way to streamline multiple calls-to-action is to leverage custom redirects. Using the naming convention you’ve implemented to provide an easy overview of the assets tied to each of your marketing efforts, create redirects for your content or landing pages for each unique effort.
This method provides the ability to set granular alerts on clicks, downloads, or form completions, instead of the more universal ability through the drip campaign logic. Reporting on the performance of your drip campaign efforts will be more streamlined as a result, since you can filter the reports based on the assets to see how engaged your prospects are, in addition to the drip campaign report provided.
Implementing these three simple tips is a great way to ensure organization among separate campaigns and easily identify what is used where. This will greatly help reduce time spent generating reports and evaluating performance, which I will touch on in part two of this series.
Do you have any tips for managing multiple marketing campaigns as a small team? Let us know in the comments!