Martech Tools

Using the right tools makes lead generation so much easier. If you have the right marketing technology, and it’s set up correctly, it will make running your campaign simpler and easier.

16. Have the right tools to track your leads

Make sure you're able to record and track leads in your CRM. You need to go beyond just capturing leads and monitor them throughout the nurture and sales processes. If you can't track leads accurately through their life cycle you won't know the impact that your campaign has had on the business, so any metrics you generate will only tell part of the story.

17. Keep your marketing database up to date

If you're not updating the marketing database, you'll obviously not have the information you need to analyse your campaigns. Spending time making sure the database is updated, and using automation tools to save time, are critical for any lead generation campaign.

18. Segment your database for better targeting

Personalization is crucial, and that is much more than just putting the recipient’s name at the top of an email! By segmenting your database, you'll be able to send more relevant messages, whether you're trying to get a contact to become a lead, or nurture that lead to become a customer.

19. Link your tools together (CRM, marketing automation platform, social, etc.)

Today it's possible to link your marketing technology tools. By sharing data between the tools, you’ll build greater insight about your contacts and also have more information about the touchpoints for those prospects. Some systems offer capabilities for multiple channels - for example, marketing automation platforms - while others have built-in integrations. If integrations don't exist there are middleware platforms like Zapier and Make that will integrate your systems.

20. Use reporting to improve performance

All too often campaign reports are just used to show that money has been well spent. This is crazy! Make use of the data in your reports to understand what worked, and what wasn't so successful. Spending a little time analysing your reports rather than justifying the expenditure (which I hope you already have) is a great way to ensure your next campaign is even more successful.

21. Use the mobile apps for the tools

Many tools offer mobile apps that can allow you to quickly access data about campaign performance when you're not in front of a PC. Setting up those mobile apps means you'll always have information at your fingertips, something that your boss is bound to notice!

22. Make use of automations

It's much easier to think of ideas for campaigns than to execute the campaigns themselves. With the many different channels and tools, most organisations have ideas for far more campaigns than they could ever run. Fortunately, today’s marketing technology systems offer a wide range of automation features and making use of them is one way to increase the number of campaigns you're able to run.

23. Build campaigns around goals, not the capabilities of tools

When your organisation has spent a large amount of money on a marketing technology tool, such as a marketing automation platform, it's often tempting to try to make use of all the features that are available. However, you don't get leads by using features, you get them by executing well-designed campaigns. If you build your campaigns around specific goals, you're much more likely to generate results than if you attempt it using only the latest shiny feature in your favourite tool.

24. Research to allow multi-channel campaigns

We all know that sending your marketing messages through a single channel is much less effective than a multi-channel approach. Use your marketing tools to research the different channels used by your audience, and to deliver your message across as many of these channels as possible. Although it’s a cliché, “omni-channel” is the way all good marketers should be thinking.