Doing the same thing over and over and expecting a different result is the definition of insanity. Ever heard that saying? Well, I can’t tell you how many marketers when asked, “What results have you received?” They answer with, I don’t know or I can’t track or report properly.
So if you execute marketing programs and do not know what to expect, but keep executing, are you insane? No, not necessarily. Before marketing automation, my day-to-day professional life was the definition of insanity. Every day I repeated the same actions and expected a different result…or at least hoped for a different result. I expected my funnel to improve, but had no ability to measure the results.
Once I implemented marketing automation I had the ability to measure results. From there I was able to make sure I didn’t spend my time executing programs that didn’t make sense. We figured out what worked and what didn’t work based on lead source tracking from inquiry to opportunity close. We created personas and marketed to them based on tracking activities and behavioral criteria. We did more of the things that worked and less of what didn’t…therefore we were more efficient and effective.
Insanity no more!
Posted in: Campaign Automation, Measurement & Reporting
So true, so true!
I’ve worked with many a small business client over the years that really has no idea what’s working and what’s not working. Still remember one of my first clients. She required her staff to attend these after hours networking events at local Chamber of Commerce gatherings.
I asked how well it worked, and she didn’t know. I suggested a quick analysis of her customer database. Turns out that none of the top 20% of her customer database would ever have any reason to be at a Chamber of Commerce event. So we refocused some efforts and actually quadrupled her referrals in the process.
Agree that automation tools are great, but not an absolute necessity to measure and monitor results. The true insanity you speak of is doing over and over again and expecting results but really having no idea of what works or doesn’t work.
Great post! This is the kind of article that should be required reading for every small business marketer. Keep up the good work.
All my Best!
Kevin Dervin
Marketing Action Club