Marketing Automation Maturity Assessment by demandmetric

VIEWS: 444 PAGES: 9

More Info
									                                                                                               Marketing Automation Maturity Assessment

Instructions

1. In the "Weighting" tab, set the weighting for each category based on relevancy and current business needs.
                                                                                                                        Ranking Scale

                                                                                                                        1 - Strongly Disagree
2. In the "Self Assessment" tab, rank your organization on a scale of 1-5 on your compliance with each best practice.
                                                                                                                        2 - Disagree
3. Check the "Results" tab to identify your current/goal state in each category.
                                                                                                                        3 - Moderately Agree
4. View the "Recommendations" tab for actionable advice on how to improve your capabilities.
                                                                                                                        4 - Agree

                                                                                                                        5 - Strongly Agree
                                                                                                                                         Weighting
Customize this tool by changing the weighting scale for each assessment category.




                                                                                                                           Campaign
Marketing Automation        Direct & Database      Conversion & Landing         Analytics, SEO &    CRM & Marketing
& Lead Management              Management                 Pages                   Paid Search      Systems Integration
                                                                                                                         Measurement &    Total
                                                                                                                           Reporting



         25%                      10%                       15%                      10%                 20%                20%           100%
                                                                                                                         Self Assessment
Rank your organization's compliance with each best practice using the drop-down box in the Score column.

  Marketing Automation & Lead Management
  Description of Best Practices                                                                                 Score   Notes/Comments


  Leads are scored for quality based on explicit prospect profile criteria and implicit buying behaviors..       2

  Leads are nurtured with drip marketing campaigns to align purchasing and sales cycles.                         5

  Prospects are automatically routed to the appropriate sales person based on lead assignment rules.             3

  Sales people are alerted when prospects give a buying signal (visit website, whitepaper download, etc).`       1

  Auto-responder emails are sent when a prospect interacts with your website (completes a form, etc).            2

  Automation rules are in place to streamline and automate key marketing processes and communications.           4
  Direct & Database Management
  Description of Best Practices                                                                                 Score   Notes/Comments


  Email marketing campaigns can be executed with links that track prospect activities (opens, click-through).    5

  Dynamic variables such as prospect name can be automatically inserted into email marketing campaigns.          5
Dynamic variables such as prospect name can be automatically inserted into email marketing campaigns.           5

Marketing contact lists can be created, imported, stored, and updated in centralized database.                  4

De-duplication of prospects and customers is automated based on unique identifier such as email address.        4

Direct Mail & Advertising Campaigns are accurately measured based on (800) number calls, or microsites.         5

We have a number of effective list building programs, and are happy with the size of our marketing database.    4
Conversion & Landing Pages
Description of Best Practices                                                                                  Score   Notes/Comments


Webforms can be created directly by marketing to convert prospects into registered, qualified leads.            3

Microsites are used to track leads generated from Direct Mail, Advertising, or other offline campaigns.         1

We have designed unique landing pages to optimize conversion rates for paid search and online ads.              4

Data can be captured from web forms that have not been fully completed/submitted by website visitors.           2

Forms can block invalid/free email addresses (hotmail, yahoo, gmail, etc) to increase contact rate.             1

Form fields can be customized and set up to capture additional information during subsequent web visits.        3
Analytics, SEO & Paid Search
Description of Best Practices                                                                                  Score   Notes/Comments


Individual visitor website activity is tracked for both registered and unregistered prospects and customers.    1

Daily website visitor activity reports are automatically generated and sent to sales & marketing users.         1

Paid/Organic Search traffic is tracked and compared with actual revenue generated to measure ROI.               2

Internal website search queries are tracked and tied to individual prospect and customer activity history.      2

Unregistered/non-converted website visitors are identified by WHOIS database to determine company name.         2

We show up in the top 1-2 pages of search results for our top keywords.                                         2
CRM & Marketing Systems Integration
Description of Best Practices                                                                                  Score   Notes/Comments


CRM and marketing systems (email, marketing automation, direct mail, advertising, etc) are integrated.          3

Lead source is a required field in our CRM system to ensure we can measure marketing program ROI.               2

Prospect activities (website pageviews, email opens, downloads) can be easily viewed in CRM system.             1

Leads that are not actively pursued by sales after 60 days can be pulled from CRM system and re-nurtured.       1
Leads that are not actively pursued by sales after 60 days can be pulled from CRM system and re-nurtured.      1

Lead Score/Grade field is automatically populated & updated in CRM system contact records.                     2
Campaign Measurement & Reporting
Description of Best Practices                                                                                 Score   Notes/Comments


Key Performance Indicators for marketing programs are identified prior to campaign execution.                  4

We are able to determine revenue generated and return on investment for all marketing programs.                2

Benchmarks are in place for key marketing metrics (campaign metrics, cost/lead, ROI, retention rates, etc).    2

Our lead generation systems integrate with our CRM system to tie costs to opportunities won (ROI).             3

We have a markteing dashboard in place to communicate marketing metrics with senior management.                3
Marketing Automation Assessment Criteria   Score            Marketing Automation Maturity Index
                                                                          Marketing
                                                                         Automation &
Marketing Automation & Lead Management     2.8                               Lead
                                                                         Management
                                                                           5.0

Direct & Database Management               4.5                             4.0

                                                     Campaign              3.0              Direct &
                                                   Measurement &                            Database
Conversion & Landing Pages                 2.3       Reporting             2.0             Management

                                                                           1.0

Analytics, SEO & Paid Search               1.7                             0.0




CRM & Marketing Systems Integration        1.8           CRM &
                                                        Marketing                          Conversion &
                                                        Systems                            Landing Pages
                                                       Integration
Campaign Measurement & Reporting           2.8
                                                                       Analytics, SEO &
Weighted Maturity Score (out of 5)         2.60                          Paid Search
                                                                                                         Recommendations

Marketing Automation Success Drivers         Scores   Recommendations

Marketing Automation & Lead Management

Lead Scoring                                   2      Build a Lead Scoring Index to rank leads based on profile & activity.


Lead Nurturing                                 5      0


Lead Assignment                                3      Establish a lead assignment business rule and automate this process if possible.


Lead Alerts for Sales Reps                     1      Research vendors who can provide 'hot lead on website' sales alerts.


Auto-Response Messaging                        2      Write auto-response messages that can be automatically delivered to web visitors.


Automation Rules                               4      0


Direct & Database Management

Email Marketing Systems                        5      0


Dynamic Variable Insertion                     5      0


Centralized Contact List                       4      0


De-duplication                                 4      0


Offline Advertising Results Measurement        5      0


Marketing List Size & Quality                  4      0


Conversion & Landing Pages

Webform Management                             3      Integrate your website forms with your marketing or CRM system.


Microsites                                     1      Research how microsites and personal URLs (PURLs) can improve conversions.


Landing Pages                                  4      0


Incomplete Form Data Capture                   2      Detemine if your web forms have the ability to capture partial completions.


Blocking of Personal Email Addresses           1      Use a form engine to block free, non-work email addresses.


Form Customization & Progressive Profiling     3      Research progressive profiling as a techniques to gather incremental information.


Analytics, SEO & Paid Search

Individual User Web Analytics                  1      Use a marketing automation system to gain insight into individual web visitor stats.


Daily Web Visitor Reports                      1      Configure automation rules to send website visitor activity reports to Sales reps.

                                                      Ensure that lead source is captured in your CRM system to track ROI from Paid
Total Web Traffic Analytics & Reporting        2      Search.
                                                      Ask your I/T department if they can generate reports for search queries on your
Search Query Monitoring                        2      website.

Blocking of Personal Email Addresses           2      Use a web analytics solution to identify unregistered users by their IP address.


Reverse IP Lookup (WHOIS)                      2      Perform a keyword analysis exercise to determine your natural SEO rankings.


CRM & Marketing Systems Integration

CRM/Marketing Systems Integration              3      Determine if your CRM & Marketing systems can be integrated and at what cost.


Lead Source Required Field                     2      Customize your CRM system to ensure that "Lead Source" is a required field.


Prospect Activities Viewable in CRM            1      Integrate your marketing automation system with your CRM to provide more visibility.
      Lead Pulling from Sales to Re-Qualify                                                  1   Assess 'stalled' opportunities with sales management and pull back from sales reps.


      Lead Score/Grade Field Viewable in CRM                                                 2   Work to integrate lead scoring/grading processes into your CRM system.


      Campaign Measurement & Reporting

      KPI Identification & Tracking                                                          4   0


      Ability to Measure ROI                                                                 2   Audit gaps in your reporting process to determine how to close the loop.


      Benchmarks for Key Metrics                                                             2   Collect metrics to set benchmarks and measure improvements over time.


      Closed Loop Reporting                                                                  3   Run reports on total campaign costs and revenue generated to determine ROI.


      Marketing Dashboard                                                                    3   Build a simple marketing dashboard to provide visibility to senior management.




Use a Lead Generation Strategy Scorecard to gain approval from senior management.

Prioritize projects quarterly to evaluate fit, feasibility, and business value.

Use a Lead Acquisition Model to document lead generation processes.

Revisit your Lead Generation Strategy Scorecard to communicate results on a regular basis.

Determine skill/resources gaps and hire or outsource as required.

Build a Lead Scoring Index to rank leads based on profile & activity.

Design and execute an email 'drip' campaign to nurture leads over time.

Establish a lead assignment business rule and automate this process if possible.

Research vendors who can provide 'hot lead on website' sales alerts.

Write auto-response messages that can be automatically delivered to web visitors.

Create automation rules for lead scoring, campaign assignment, or other workflows.

Ensure your email marketing system can send messages with trackable links.

Detemine if your email marketing system can personalize email messages.

Create a centralized marketing database that can be maintained easily.

Evaluate data de-duplication applications that can integrate with your CRM system.

Set up unique 800 numbers or microsites to track offline campaign results.

Audit your lead generation programs and consider buying/building your list.

Leverage your website's ability to communicate with key stakeholders 24/7.

Conduct a Competitive Website Analysis to rank your site with your competitors.

Use a Web Marketing Strategy Scorecard to document your strategic objectives.

Add a blog to your website to keep your content updated and provide news.

Consider using an online customer support portal or forum to save on support costs.

Ensure your website navigation paths are user-friendly and intuitive.

Integrate your website forms with your marketing or CRM system.

Research how microsites and personal URLs (PURLs) can improve conversions.

Test landing page conversion rates with different formats and styles.

Detemine if your web forms have the ability to capture partial completions.

Use a form engine to block free, non-work email addresses.

Research progressive profiling as a techniques to gather incremental information.

Use a marketing automation system to gain insight into individual web visitor stats.

Configure automation rules to send website visitor activity reports to Sales reps.

Ensure that lead source is captured in your CRM system to track ROI from Paid Search.

Ask your I/T department if they can generate reports for search queries on your website.

Use a web analytics solution to identify unregistered users by their IP address.

Perform a keyword analysis exercise to determine your natural SEO rankings.

Evaluate potential associations that can be joined to provide networking opportunities.

Develop a parntership program that is formalized and aligned with business objectives.

Create a lead registration process to track leads coming from each partner.

Examine existing channel support programs and materials and revise if necessary.

Brainstorm potential partnerships that can add value to your customer base.

Determine if your CRM & Marketing systems can be integrated and at what cost.

Customize your CRM system to ensure that "Lead Source" is a required field.

Integrate your marketing automation system with your CRM to provide more visibility.

Assess 'stalled' opportunities with sales management and pull back from sales reps.

Work to integrate lead scoring/grading processes into your CRM system.

Make a mandate that all programs must have clear KPIs prior to launch.

Audit gaps in your reporting process to determine how to close the loop.

Collect metrics to set benchmarks and measure improvements over time.

Run reports on total campaign costs and revenue generated to determine ROI.

Build a simple marketing dashboard to provide visibility to senior management.

								
To top