From the course: Marketing Automation: How to Build a Successful Campaign

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Setting goals

Setting goals

From the course: Marketing Automation: How to Build a Successful Campaign

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Setting goals

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How's your marketing program doing overall? Which campaigns are performing well? Which ones need to improve? Are you able to answer these without hesitation? As a marketer, not only do well-defined goals provide direction and focus, but they also enable you to measure the success of your efforts and make data driven decisions. Here's my four-step process for creating marketing automation campaign goals. First, make sure your goals are SMART; specific, measurable, attainable, relevant, and time-bound. This known acronym can help you create goals that are clear, actionable, and achievable. Next, align your goals with your overall business objectives. Your marketing efforts should support the overall goals of your company. So make sure your marketing goals are in line with these objectives. Then, utilize the right metrics to measure your progress. Different goals will require different metrics. So choose the ones that are most relevant to your objectives. For example, if your goal is to…

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