When I describe how marketing automation works, I often compare it to the Marauder’s Map from the Harry Potter books. More than just email marketing, marketing automation combines website visits, form completions, media downloads and email metrics into a combined “map” of information, with a profile page for each known lead.
Much like this: (only slightly less magical)
The Marauder’s Map is a magical document that reveals all of Hogwarts School of Witchcraft and Wizardry. Not only does it show every classroom, every hallway and every corner of the castle, but it also shows every inch of the grounds, as well as all the secret passages that are hidden within its walls and the location of every person on the grounds, portrayed by a dot.
Have you looked at the total number of website visits and wanted to better understand who those people are? While website analytics tells you how many people have visited your website, marketing automation tells you who those people are (once identified by clicking an email or filling out a form), and which pages they visited. Much like using the Marauder’s Map, you’re able to see who has been digitally active and their specific actions. For example, in the Harry Potter books, the map shows who is in the library. With marketing automation, you can see which of your leads have been visiting the photo gallery and floor plans pages repeatedly and/or opening every email.
At GlynnDevins, I help sales teams define insightful combinations of online activity and set up email alerts that send when a lead has met those requirements. One good example of this is the creation of an email alert to the sales team showing which of their identified leads have been visiting the website, opening email, downloading pdfs, etc. within the last few days.
My favorite alert is the reengagement alert. This alert shows us colder leads who have been inactive more than 90 days, but have recently shown new online activity. Using marketing automation, we can see when colder leads go back to the website, start opening email, or fill out a form. Then an email alert is automatically sent to the assigned sales team member. Knowing who has been reengaging online is a smarter way to start choosing whom to follow up with.
The Marauder’s Map of engagement we create with marketing automation is endlessly interesting and insightful. It might not quite be magic, but I do often say “mischief managed” when a project is complete!