Brian Massey calls himself a Conversion Scientist. Since 2001, Brian has built the marketing strategy and infrastructure for a number of technology companies. He has crafted online strategies for dozens of businesses – strategies that drive their most valuable visitors to take action. Brian is a national speaker, the author of the Conversion Scientist blog at ConversionScientist.com and writes for ClickZ.com and Search Engine Land. We’ve made the argument here on Funnel Focus that marketing automation works best when implemented in support of a well-defined marketing process. In this chapter of The Quintessential Marketing Automation Guidebook, Conversion Stack: Marketing Automation for Performance Marketers, Brian Massey discusses the levels of competence marketers must achieve to improve performance and win a seat at the executive table.
Brian’s conversion stack begins with the foundation of business goals, touchpoint personas, content strategy and online distribution plans. For without this base, intelligent measurement and pipeline optimization are not possible. Once that foundation is created, marketers will find it possible to define key performance indicators (KPIs) that enable marketers to answer the “why” of success or failure.
He makes the point that every communication is a test – or should be treated like one. This is a highly important distinction that marketers need to make. Every interaction we have with our prospects should be designed to help us learn more about them. Brian takes this a step farther to say that each communication should have its own set of KPIs that marketers can review to determine the success or failure of their efforts.
The point is that if we don’t try, we’ll never learn. Nothing will ever be perfect, but we can give ourselves a solid start by making the effort to implement our marketing programs as a defined process. With the ability to monitor and improve that process based on what our marketing automation system can help us learn, we can truly focus on overall performance improvements—instead of running siloed campaigns.
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