I've been thinking a lot about transitions lately. As Dictionary.com states, a transition is the movement or change from one position to another.
In my yoga practice, a teacher recently spent most of a class having us focus on strong, smooth transitions from one pose to another. These transitions can often be overlooked as we're concentrating on nailing that next posture and choose momentum and chance to help us get there. However, the stronger our transitions, the better our overall practice will become.
Transitions in our marketing automation practice are just as important and can be prone to the same lack of focus as in yoga. Not that it's intentional; we can just be so focused on reaching an overarching ROI or a specific lead goal that it's easy to overlook how we handle a customer as she moves from one stage of the buying process to another.
To bring some focus to key transition areas of our marketing practice, I recommend these three steps to help raise the overall excellence of our programs and performance.
For example, an end goal may be to turn leads into qualified opportunities. To simplify, let's say a qualified opportunity is when a lead is ready for a product demo. If a lead comes in through a content download and a sales person is directly following up to push a demo, there's a good chance the lead will quickly be turned off. Instead, this type of lead may need to stay with the marketing team to be nurtured and handed over to sales when stronger buying signals are identified.
Let's face it, transitions are everywhere in our lives and our marketing practices. Hopefully these three tips will help us focus a little bit more on the journey to our end goals!
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Stacie is senior director of marcom and PR at Kenshoo, a digital marketing technology company backed by Sequoia Capital, Arts Alliance, and Tenaya Capital. Kenshoo powers nearly half of the Fortune 50 and all 10 top global ad agency networks.
Prior to joining Kenshoo, Stacie worked as director of client strategy and development at Resolution Media, an Omnicom Media Group Company. In this role, she was responsible for overseeing the growth of key accounts, in addition to leading Resolution Media's account management practice. During her tenure, Stacie led relationships with brands like Bank of America, Gatorade, Norwegian Cruise Line, Restaurant.com, Sirius XM, and State Farm, while working with partner agencies to ensure all search programs are integrated into the overall marketing mix. Prior to Resolution Media, Stacie worked as an account manager at Nielsen Claritas. There she was responsible for managing and growing relationships with key clients, such as Sprint, US Cellular, Alltel Wireless, and Charter Communications.
Stacie graduated from the University of Wisconsin - Madison with a degree in Marketing. When she's off the clock, Stacie enjoys yoga, rooting for Wisconsin football teams, and exploring her new state, Colorado.
March 19, 2014