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Are You Haunted by the Past, the Present or the Future?

3 Part Blog Series – Part I

Everywhere we turn there’s the smell of baking cookies, Jingle Bell Rock on the radio and Christmas movies on every channel. My all time favorite holiday movie would have to Scrooged with Bill Murray and three fantastic versions of the Ghosts of Christmas Past, Present and Future. I relate these ghosts to my life in December because I really get to thinking about all marketing efforts from the past year. I think about everything my clients are currently doing and whether or not their efforts are setting them up for success in the New Year. In this three part blog series, I’ll use the ghosts to expose your mistakes in addressing your current opportunities to set your company up for success in and give you some insight on where you want to be this time next year.

The Ghost of Christmas Past

Like the ghost shows Bill Murray’s character in the movie, we all have things in our past that we are less than proud of. Let’s focus on the quality and quantity of your data. Did you make an effort to clean up your data this year either through robust data management campaigns in Marketo or through a third party service? How about making sure that you are collecting new data points that your database was lacking? Lastly, but probably most importantly, have you been diligent about consistent lead sourcing? Your answers to these questions are going to affect your end of year reporting and definitely next year’s marketing efforts. For example, if you are consistently sourcing your leads, how will you make the decisions on which marketing channels have worked best for you this year? If your plan is to fly blindly, you’re on the right track. Or maybe it’s time to put a better plan in place. Here are some easy tools to set your company up for data success.

Progressive Profiling

I’m extremely disappointed if you aren’t using this tool already. It’s an easy way for you to collect additional data points on all your Marketo forms. The suggestion I give to my clients is to place as many fields on your forms as you want to collect over time. Using global forms, put different fields on different forms so you’re collecting different data points in different places on your site. You might be saying to yourself this seems like a lot of work for no upfront value, but think about where you could be today if you had started doing this last year!

Reachforce Smartforms

Don’t want to ask your Web visitors a ton of additional questions? Let Reachforce’s Smartforms do the heavy lifting for you! SmartForms is a landing page lead form solution that appends data in real-time for improved marketing results. Whether for webinar registration, paid search landing pages, content marketing, email response landing pages or contact forms – SmartForms can make every marketing lead captured a rich data event. See More Here

Lead Sourcing Tools

Have you heard of a tool called Bizable? Bizable helps companies track paid search traffic, email campaign tracking, organic search tracking and first click plus multiple attribution all in one place. As a Marketo user, I particularly like the idea of tracking first click plus multiple attribution functionality. This tool allows you to understand the role of branded versus non-branded terms, and track the multiple marketing sources resulting in return visits for a single lead or contact record. Just think of what you could do with all that information! Want a “no pressure” demo? Contact LeadMD

The Ghost of Christmas Past can provide scary yet insightful views into what you’ve done in the past that has made you into the marketing professional you are today. Hopefully, you will strive to learn from your successes as well as your failures to chart a better course.

Stay tuned for the next post in this series, The Ghost of Christmas Present. What are you doing today to set your company up for success?

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