As an accomplished eMarketer, you may already have sophisticated Marketing and SalesForce.com Automation systems in place. You may also be using an analytics module to provide in-depth stats by the minute, as well as a set of Automated Marketing Programs to qualify, score and funnel Leads to your Sales system. With all of this in place, you will have a steady volume of prospects flowing through your system and a lead conversion rate on par with industry average.
However, to add the ‘Customer Driven’ dimension to your automated marketing programs, one must design programs that elicit targeted actionable feedback from your prospects, leads, customers and marketing programs that are ‘Agile’ enough to adapt themselves based on customer feedback.
The key here is to ask the right questions to the right person. If you already have a lead/prospect/customer scoring mechanism built into your marketing programs, you could use the score to determine whom to ask what.
For Example: When you lose a lead after he was assigned to a sales executive, you could send a satisfaction survey email asking to rate the salesperson. This feedback could be used by your agile marketing program to route your hottest (highest scoring) leads to one of your top salespeople in the future.
If one of your existing key customers gives you a very high overall rating, your agile marketing program would take note of this and send out an email asking for references or perhaps send another email to try and crosssell/upsell more products.
When reviewing automated marketing programs make sure you’re also evaluating just how agile and customer driven they truly are.