There are two main reasons marketers struggle when trying to get started with lead nurturing:
- Overcomplicating Lead Nurturing: They make it more complicated than it needs to be. There are a million and one different ways a lead can move through your sales and marketing funnel. If you try to create a customized nurturing campaign for each, you will be quickly overwhelmed by all the options.
- Content Deficiencies: Many marketers don’t have enough content at their disposal to keep lead nurturing campaigns interesting and relevant throughout the sales and marketing funnel. This leads to emails that don’t add a lot of value to the sales cycle, preventing leads from moving further through the funnel.
The truth is, sometimes it’s a waste of time to score your leads. If your sales team doesn’t have enough leads or doesn’t like the leads they already have, you need to focus on getting more of the right leads first. Many marketers think they have a middle of the funnel problem (i.e. they have enough leads, but they aren’t converting into customers) and that they need marketing automation tools to solve it. In reality, much of the time we see companies with top of the funnel problems (i.e. they’re not generating enough leads or they’re generating too many of the wrong leads) that they need to solve before they implement a lead scoring system.
The other reason marketers fail to set up lead scoring is that they don’t have enough data or analytics in place to create an indicative lead score. You need a mix of demographic data (or data collected from a lead on conversion forms) and lead intelligence (data gathered by a lead management system about a lead’s behavior) in order to calculate a lead score. Marketers often either ask the wrong questions on their conversion forms or don’t have a lead management and analytics systems in place to collect the right information needed to implement lead scoring.
Social Media Monitoring
Social media monitoring can help make the wide world of social media digestible for marketers. With Twitter, Facebook, LinkedIn, niche networks and new options like Pinterest and Google+ cropping up what seems to be weekly, it can get overwhelming. However, only 50% of marketers indicated they use social media monitoring to help sift through the mess.
One likely reason marketers don’t use social media monitoring tools is because they don’t know where to get started, especially considering the vast array of monitoring tools at their disposal. Not only are there countless social media sites to monitor, but there are also countless monitoring tools to help you do so.
Campaign ROI Reporting
Campaign ROI reporting allows marketers to understand the value of their marketing campaigns and determine what’s working for them (and what isn’t). Measuring the return-on-investment of marketing is key to determining which tactics to invest your marketing dollars in, yet only 39.1% of marketers are using it.
One of the main reasons marketers aren’t able to successfully implement campaign ROI reporting is because they don’t have closed-loop reporting in place. Closed-loop reporting takes your marketing analytics one (big) step beyond traditional web analytics. In addition to knowing how many visitors an element of your marketing generates, you can also track how many leads and customers it generates. Setting up closed-loop reporting generally requires integration between your web analytics and your CRM (customer relationship management tool).
The second reason campaign ROI reporting can be tough is that many marketers don’t have the ability to track multi-touch campaigns. It’s rare that a lead or customer will have been touched by just one campaign or one campaign element during the sales cycle. Chances are much more likely that they’ll interact with your marketing in a number of different ways through a variety of channels. As a marketer, you want to be able to track an individual lead’s first conversion event (i.e. how they found out about you the very first time) as well as their most recent conversion event (i.e. how they interacted with your company most recently or just before purchasing). In a perfect world, you’ll also be able to identify what other elements of your marketing they touched in between their first and most recent conversion events.
Click here to read the entire article and Hubspot’s solutions to these issues.