To follow the new golden rule of marketing we only need to understand three basic principles: tracking, stages, and velocity.
Being relevant is the key to the new golden rule of marketing, but being relevant in modern times means something very different than it did 20 years ago. Marketing automation has given birth to large-scale individual tracking, and the ability for dynamic marketing.
To follow the new golden rule of marketing we only need to understand three basic principles:
- Tracking. Tracking is the only way to have full knowledge of your prospects. Tracking can be done across all mediums these days with proper marketing technology. Tracking also can be done on macro and micro levels.
- Stages. Once we have a database of individual information we can utilize this to be critically relevant. To become critically relevant we must understand that people have stages they move through as they progress toward a purchase. Without tracking technology it is impossible to identify which stage a prospect is in. With tracking we can easily determine lead stage, allowing us to change our messaging on a micro/personal level to always be relevant to our prospects throughout their research cycle.
- Velocity. Velocity of leads in each stage is the proper report to evaluate your campaigns. This allows us to see how long leads are staying at each stage, and by decreasing time of leads in each stage we can increase the number of leads we send to sales.