Top 3 Tips on How to Validate, Calibrate Marketing Automation

 
How can you dramatically improve ROI on marketing automation investments? Read these top three tips for when and how to use marketing automation—and when not to.
Save the bulk of your marketing automation efforts for lower-level executives: Senior executives are not as responsive to marketing automation as their junior counterparts: Senior execs don’t want to be treated like the human equivalent of a pinball—capturing your attention only after hitting the right bumpers and scoring enough points. More importantly, these high-ranking executives are about 2.5 times more likely to respond to a quality multi-touch campaign (calls, voicemails, emails, and in some cases direct mail) than are their direct reports. Whether or not they have assigned junior staff to do research, it pays to reach out directly to your decision maker—in the way he or she prefers. If your targets are senior, I recommend you test a multi-touch campaign