Need help defining your uses cases? Here's an easy to use template to help you define and prioritise use cases that add value to your business today, while keeping scalability and your future needs in mind.
Create Business Value With Marketing Automation
When starting out with any marketing automation tool, one is faced with the challenge of delivering the ROI promised to upper management to justify the investment. But how can you demonstrate the success of your marketing automation initiatives without first identifying the use cases and what success looks like?
No defined use cases could mean disaster
Implementing a new marketing automation tool alone is not enough to deliver value to your business. Without your why, who, what or how, any marketing automation tool you end up investing in, regardless of all its bells and whistles, will fall short of delivering the results you hoped for, simply because it is not put to use in an effective way. Identifying and prioritizing your use cases will help you draw a clear roadmap for your marketing automation success, helping you deliver value in the short term while ensuring scalability for your future needs.
Use cases help you define your marketing automation business case
Each use case describes a hypothesis to improve a certain process, for instance to improve the MQL-SAL conversion. You know the most important cost and revenue drivers in the process and their current numbers. So, in this case: What is the cost of an MQL? How many MQLs are generated per month or quarter? How much does it contribute to the current Cost per Sale, given the current conversion ratios in your sales process? And how much will the cost per sale be lowered by improving your MQL to SQL conversion?
Use cases impact marketo configuration
Knowing exactly what it is you want to achieve, allows you to build strong foundations for solutions that are scalable and deliver on your needs today, and in the years to come. Let’s take Lead Scoring as an example. This functionality can be applied in different ways depending on your business and the results you are looking for. For instance, if you have only 1 product and you want to focus on generating better MQLs to be handed over to sales, you would configure the scoring program to evaluate sales readiness. On the other hand, when upselling or cross-selling to existing customers is the most important business goal, you will need to know which specific product line your customer is interested in. Interest scoring will provide that information. Interest scoring and sales readiness scoring use the same Marketo Engage functionality, but the way these programs are set-up and the logic of the algorithms at play are very different.
Getting started with use cases
So how does one go about identifying use cases? Whether you choose to do this internally or work with a partner to help you define your marketing automation roadmap, there are a few steps you will need to take:
- First, we will align on your strategic goal and hence brainstorm on potential use cases following the different phases in your buyer’s journey. Identifying a use case starts with defining a hypothesis, for example: that you can increase your MQL to SAL conversion rate by nurturing your leads.
- Your next step would be fleshing out the details including estimating the expected benefits, internal or external dependencies, and required efforts in terms of budget and staff. You will also need to define your audience and set the success parameters. Fleshing out the details will help you define what needs to be delivered in Marketo Engage to achieve the results you are aiming for. (you can earn more about how to identify use cases for your business here.)
- Once you have an overview of your most important use cases you can then work on prioritizing them. Our recommendation would be to simply plot them on an benefit vs. effort matrix. Following this approach, you can easily identify your quick wins (high impact, low effort required to deliver, e.g. A/B testing your content images for industry segments) and your large projects (for interest, nurturing existing customers and identify cross selling opportunities).
Use cases define how marketing automation can be applied to a specific process within your company to improve the value generated or reduce costs generated by that process. Without them, businesses will have hard time tracking the success of their marketing automation initiatives, and teams will miss out on valuable processes and opportunities provided by the tool of their choice.
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