Everyone has heard the phrase spring cleaning, defined by Merriam-Webster as “the act or process of doing a thorough cleaning of a place”. What this definition misses out on is how thorough cleaning should include optimization so that the next round of cleaning doesn’t take as long or better prepares the cleaner for finding things in the future.
Spring cleaning relates to Campaign ROI, because it requires teams to clean, build, and optimize their platforms to support better reporting to easily and efficiently identify metrics. However in the case of marketing automation platforms (MAP) instance organization for campaign ROI optimization should not just be done during the spring, but consistently throughout the MAP’s life.
Instance organization is the key to the optimization of campaign ROI because it helps:
- Standardizes your data and ensures consistency: helps targeted campaign creation and develops trust in the results
- Optimizes performance: less time spent on tracking down results and cleaning data and more time spent on strategizing and reviewing results
- Increase efficiency: less time spent on repetitive tasks and time spent productively optimization of campaigns
Steps for Optimizing in a MAP for Campaign ROI
Set and define clear goals
Start by defining clear goals for your campaign. Identify the key performance indicators (KPIs) that you want to track, such as website traffic, conversion rates, and sales. This will help you determine what success looks like and what you need to focus on to achieve it. When you have clearly defined goals, you can better compare and analyze which Campaign’s ROI is not meeting expectations, meeting expectations, or exceeding goals.
Defining success metrics and goals also provides transparency to stakeholders and alignment cross-functionally. This helps to avoid misunderstandings and helps to establish clear campaign expectations.
Segment your audience
Segment your audience into groups based on demographics, interests, behaviors, and past interactions with your brand. This will help you create targeted and personalized campaigns that resonate with each group and drive better engagement. This is also where data hygiene will have a great impact on identifying the correct audience and ensuring that they meet your criteria.
Use lead scoring
Implement a lead scoring system to identify the most qualified leads based on their level of engagement with your brand. A solid lead scoring program will enable marketing to improve marketing intelligence for campaigns and improve the lead management process for your sales team helping the funnel towards higher campaign ROIs.
Automate your campaigns and generate templates
Use your marketing automation platform to automate repetitive tasks such as sending emails, standardizing the data, and scoring leads. This will help you save time and ensure that your messages are delivered consistently, at the right time, and to the correct audience. Program Templates will help you save time and improve your campaign’s efficiency by:
- Reducing build time
- Increasing campaign production
- Reducing errors
- Streamlining the QA process
Analyze and optimize
Use analytics tools to track the performance of your campaigns and identify areas for improvement. Use this data to adjust your strategies and optimize your campaigns for better ROI.
Decision-making Requires Multi-team Involvement
Instance organization requires buy-in from a variety of stakeholders. While your Marketing Operations team will be executing and maintaining the platform, the cross-functional collaboration will be needed for the following:
| Process | Teams | Importance |
| Defining Goals | Leadership across Marketing and Sales | Support the alignment and buy-in from a variety of teams |
| Segmenting Audience | It’s important to include a variety of teams in the segmentation audiences because a lot of time and effort is spent identifying personas across the buying journey.
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To ensure that the persona is aligned with product interests (product team), data is collected and cleaned to meet the personas (marketing), and that the data collected and passed to your custom relationship management (CRM) platform is useful for sales to continue the discussions with prospects and customers (sales). |
| Lead Scoring | Marketing and Sales | To identify what a successful lead lifecycle looks like and information will be passed between marketing and sales for a successful handoff. |
| Automation and Templates | Marketing | They are the primary stakeholders for MOPs in identifying the content for the campaigns and initiatives. Automation will decrease the time it takes to build so that time can be better spent on the MAP platform and tech stack optimization to support campaign ROI tracking. |
| Analysis and Optimization | All Teams | Every team should be data focused to ensure that insights are not skewed towards one team and each team can provide their view to make well-rounded and data-driven decisions. |
Optimizing campaign ROI is not a siloed process. It requires many teams to come together to validate that data going in and out of your MAP is accurate for a variety of team goals. Once you’ve established your goals, optimize your system for automation, identified your audience, and set up lead scoring and reports, your team will be prepared to track, evaluate and eventually optimize your campaign ROI with data-driven metrics and confidence.
