You’ve spent so much time and money building your Marketing Automation Platform (MAP) infrastructure, but is it doing what you expected?
In this 3 part series we’ll discuss:
- What affects email deliverability.
- A basic understanding of email settings and the deliverability impacts of each.
- Best Practices that will keep your email delivery healthy.
Marvel Marketers may be a team of superheroes, but we recognize that even the hardest working superhero has a personal life, family responsibilities, and work demands that all require their time and attention. Having family-friendly policies and benefits that attract the best talent is important to us, so much so that we have been a recipient of the Best Places for Working Parents award for the last two years.
Digital marketing spend in the US is anticipated to reach 3.24 billion dollars by the year 2023. Out of all those new leads, only 20% on average generate a sale. That transfers to approx. 2.59 billion dollars loss marketing spend in 2023.
Often many digital marketers focus on acquisition because goals are often set for how many leads programs need to acquire. While this is important in the marketing funnel, it is only one part of the challenge as we go from acquisition to a qualified sale (or your ultimate success metric).
Digital marketers use re-engagement strategy to engage inactive leads or remove inactives from the database. This not only assists in maximizing marketing ROI, but also achieves a clean, truly engaged list of subscribers.
In order to successfully re-engage these leads/customers, it is important to track your rate of churn and understand your lead-life cycle.
If you’ve ever had to manage a Marketo migration, then you know that it’s a lot like moving into a new house. Just like moving houses, Marketo migrations involve identifying items that won’t be coming with you, transferring everything you still want, and unpacking everything but arranging in an entirely different environment. Your goals for moving may be unique to your situation, but the goal is usually to set up everything as good as, or better than what you had before.
You’ve spent time and money building your marketing infrastructure with all the digital tools you thought you needed. But are they really doing what you hoped they would do?
Has revenue grown and efficiencies increased? When was the last time you determined how well your systems are working for you?
At Marvel Marketers, we often find inefficiencies when performing health checks with our clients—like APIs that aren’t working, unintentional self-imposed latencies in data flow, misfires of connectors, systems that are no longer in use but still cost money, or broken operational systems that have gone unnoticed.
When our Marketing Director, asked me “Wasif, why don’t MQLs convert?”, I replied sarcastically, “It’s because you didn’t provide me with any quality MQLs.” 🙂 (I have some making up to do after that reply.)
The truth is that there are several factors, and while Marketing and Sales leaders might be asking these questions differently and have different opinions, the one thing they both agree upon—and are measured on—is net new revenue.
For decades, we have evolved both Marketing and Sales processes. As leaders and as an industry, we have done it all—from naming all types of marketing funnels, to dissecting, mapping, staging, and flipping them to equally complex methods in Sales processes and stages (i.e. Sandler, Mack Hanan, Tony Parinello & Rain Group solution selling to name a few). Then, when you layer all of that on top of each organization’s and each and leader’s best practices and frameworks, you will get our current problem statement. Why is it so hard for MQLs to convert into a qualified opportunity?
In a time of such uncertainty and volatility, it is amazing to see how rapidly organizations have been able to pivot their business strategies to adapt to the times. In fact, if you are reading this blog post, you are likely a marketer who also had to quickly pivot to a 100% digital strategy with little-to-no room for error. It’s a huge feat, but you’re doing it, and you’re doing great!
But guess who else pivoted their entire marketing strategy? Your competitors, and all of their friends. Now everyone is flooding the digital space with flashy incentives and competing for your leads’ attention. So the question now is: How do we effectively nurture our leads in an oversaturated digital space?
Last week, our CEO, Maneeza Aminy, kicked off our virtual Digital Transformation Journey for business and marketing students at Ulster University in Belfast, Northern Ireland. This journey will run throughout the summer with a variety of hands-on digital marketing courses and some MarTech training events to arm these students with the superpowers they’ll need to compete and succeed in the industry.
Early in the conversation, Maneeza asked the question that many students were probably wondering, “Why do I need to go on this journey?” Most of the attendees are studying marketing and business now, or have recently graduated with a degree.
Her answer, “so you are not left behind.”