When I recently visited Marketo headquarters, my buddy asked me what I was working on, and I told him enterprise consulting in a strategic role (as Special leads opposed to more of an implementation role)—to which he responded, “so, what exactly are you doing?” That encounter made me realize that sometimes, strategy is clear and other times it is hazy, like the fog Special leads that led my buddy to not really understand what I was doing in my current role.
So I decided to write a post all about giving clarity to Special leads strategy—so it has a rightful place in both your mind and in your engagement marketing. Let’s start by defining strategy, and then I’ll share several example strategies to give you a flavor for strategy in action. For now, let’s define strategy as: a process of using knowledge to drive action. Where the Special leads action is getting to a decision or creating a plan— the action can vary, but Special leads there must be some action. Here are examples of situations where I have seen strategy bring value to marketers:
Lead Nurture Strategy If a marketer is looking to deploy Special leads a lead nurture program, their strategy needs to address the parameters of nurture, and define where to start. When defining your nurture strategy, ask yourself: Is it more valuable to nurture people that are currently unresponsive, or should you nurture people in your database that are far along in your Special leads buying cycle? This is a strategic question. The process in this case would be exploring these nurture options, and the action would be agreement on a nurture design. Marketing Automation Deployment Strategy