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1. Better Practice Checklist
Marketing Automation Optimization Checklist
This checklist is designed to help you identify gaps in your marketing automation implementation and management.
1. Start with a 60-second lead review, identify activity that fits your target definition and optimize:
 Campaigns that are attracting and acquiring qualified prospects
 Inbound search terms that are attracting qualified prospects
 Offers, forms and landing pages that are acquiring qualified prospects
2. Optimize the following inbound marketing programs to attract & acquire more leads:
 SEO content publishing  Tiered calls-to-action
 Content merchandizing on your home page  Better landing pages & forms
 Content merchandizing on your sub-pages
3. Optimize the following lead nurturing programs:
 Form-triggered thank you content  Activity-triggered drips
 Form-triggered auto-responders  Calendar-triggered content updates
 Visit-triggered “we miss you” content
4. Optimize the following sales readiness programs to qualify your prospects:
 Sales readiness content  Sales readiness activity tracking
 Sales readiness calls-to-action  Target definition lead reviews
5. Develop customer-focused content that is findable, useful and valuable:
 Plan your content using a customer-focused framework
 Publish content that is findable using accurate titles and descriptions
 Nurture prospects through the sales funnel with engaging and useful content
 Develop content valuable enough to trigger a form completion and download
 Measure content performance to identify what content assets, topics and categories are working
6. Optimize your website to align it with your objectives:
 Design page templates to prioritize important  Feature content and calls-to-action throughout
messages and calls-to-action your site
 Optimize sitemap and navigation to guide users  Use RSS feeds for content publishing
 Code your site to minimize technical SEO errors
Next Steps
Marketing automation agency skill sets to look for
Understand customer decision stages and how to use them to create better content
Get a marketing automation optimization quote
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