As we marketers know, the customer journey no longer follows a linear path. People visit your website multiple times, download whitepapers and signup for email updates — so it’s important to track all of this behavior to determine how close your leads or users are to making a purchase or upgrading to a premium offering.
Tracking this type of behavior can be complicated. You can use sophisticated Marketing Automation Platforms (MAPs) like Marketo or Pardot, but most of the time, these are overkill for smaller teams. So instead of being overserved & overcharged by complex MAPs, small businesses tend to gravitate towards more lightweight email tools like Mailchimp.
Mailchimp does a great job of nurturing leads with vibrant email campaigns and tracking each recipient’s opens & clicks, but, have you ever tried doing lead scoring with their star rating system? It’s not easy if you want to prioritize leads based on behavior, plus the demographic (person) and firmographic (company) criteria that matter to your business.
Don’t get me wrong, we use Mailchimp at Blitzen and we love it. We rely on their reports that track our email campaign performance on a daily basis. That’s why we thought: wouldn’t it be awesome if we could precisely score our leads based on their Mailchimp behavior AND stuff like age, location, job title, company size, website ranking, etc?
That’s when we saw the opportunity to unlock the full marketing automation power of Mailchimp!
Blitzen is awesome at helping you capture leads and score them based on personal & company data while Mailchimp is great at tracking their behavior with opens & clicks…Now you can combine these two powerful data sets in one place to more accurately score your leads! What better way to help our customers and our own team all in one go?!
With Blitzen’s new Mailchimp behavior tracking feature, you can assign scores to your leads that have opened & clicked your email campaigns! Sound complicated? It isn’t! First of all, what we mean by ‘behavior’ are metrics like open rates and click-thru rates that you can find in your Mailchimp dashboard right here…
This new feature pulls the opens, clicks, and other behavioural signals from your Mailchimp campaigns into the Blitzen platform, adding that data to your contact profiles. You can then set up rules that assign lead scores to prospective buyers that interact with your campaigns and combine this with your predefined scoring criteria.
Now you’ve got the power to make your marketing even more segmented and personalized! Isn’t that what we’re all trying to achieve as marketers these days? 🙂
To set up Mailchimp behavior tracking in your own Blitzen account, just follow these 3 easy steps:
1. Login to Blitzen and connect your Mailchimp account through the Integrations page
2. On the Integrations page, opt-in to MailChimp data on the right hand side menu
3. Go to the Contacts to view your opens & clicks and set up your lead scoring rules
…and you’re done! But, just in case you want to learn more, we have an article just for you!
Now with Blitzen’s new Mailchimp behavior tracking feature, you can segment and score your leads like never before and enjoy the functionality of a full-blown marketing automation platform, using tools you already love at a fraction of the cost!