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The One Thing Everyone Forgets Scaling Their Marketing Team
  • Publish: June 16, 2021
  • Author: Ognjen Bošković
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If your marketing efforts equal one Facebook campaign, and occasionally posting on social media, you don’t want to waste your time reading this.

But then, if you’re taking the omnichannel approach and your marketing strategy includes:

  • Organic social
  • Facebook Ads
  • Google Ads
  • Email marketing
  • Remarketing

…and more, you’ll need to organize your activities to avoid chaos. 

Naming conventions are a great start.

Here’s the marketing tool stack that goes into just one part of the infrastructure we have:

  • Elementor
  • OptinMonster
  • Schedule Once
  • ActiveCampaign
  • Zapier

As you can see, it gets messy very quickly. If you don’t follow the naming conventions right from the start, many headaches await you further down the line.

In this article, I’ll explain exactly how I organize my marketing playground and enable new team members to figure out what’s what as we’re scaling our marketing department.

How I Organize My Funnel with Naming Conventions

Building an email list is one of our most important goals. Here’s what that funnel looks like:

  • Website visit
  • Email opt-in
  • Contact subscribes to an audience
  • Email automation begins

Once someone visits our website, various opt-ins will be triggered, mostly based on the content they’re consuming.

One of the opt-ins offers them to download an SEO ROI calculator.

This particular one converts at 9.79%.

…meaning it’s a good offer.

I view that offer as one of the most important signs of the user’s intent. Leaving their email to get the SEO ROI calculator tells me that:

  • They’re in SEO/content marketing
  • They’re involved with strategy (a consultant or a manager/VP/director)
  • Being involved with strategy means they’re probably involved with keyword research

And that’s why I align the entire funnel with the offer that the visitor initially took, the offer from the opt-in.

Taking that offer usually tells me more about them than the page/content they were looking at.

So, the first element of the funnel I need to name is the OptinMonster campaign.

CTA stands for call-to-action (opt-in). Because… That’s what it is!

Inline is a specific type of opt-in that is placed in-content, and is the least intrusive option. That is probably why they tend to convert the best.

Besides inline opt-ins, you can have pop-ups, slide-ins, etc. In that case, you’d make sure that’s reflected in the name of the campaign, as on the screenshot below.

ROI Calculator stands for the actual offer presented with a given opt-in. Check the example above too.

Now the contact information gets passed on to ActiveCampaign.

We use ActiveCampaign as an email marketing platform + CRM.

Thanks to its native integration with OptinMonster, all I have to do is connect ActiveCampaign with a campaign inside OptinMonster and the contact info ends up in our CRM.

Here’s what needs to be done to make that happen:

As you can see, an audience needs to be created inside ActiveCampaign.

You can use an existing audience if they’re all going to receive the same content, but if not, like in our case, a new audience is required.

So, you’d go inside ActiveCampaign and create a new list. That’s what ActiveCampaign calls its audiences. Their naming convention could be better!

You’ll want to pick a name like this:

That way you can easily tell:

  • That this list is grown by CTA signups
  • Which offer brought them in

As you’ve seen in the screenshots above, you’ll need to specify a tag assigned to your contacts once they opt-in.

Again, keep it simple and make it match your naming conventions.

That’s all you need to integrate OptinMonster with ActiveCampaign.

Now we need to create email automation that will deliver the lead magnet to the person that signed up for it.

Go inside automations > create an automation > start from scratch.

You’ll need a trigger (event that starts the automation).

In this case, it’s going to be subscribes to a list.

In the next step, select the audience that your audience subscribes to.

Create an email that welcomes your audience and delivers the lead magnet you promised.

Turn on the automation and watch as you generate leads on autopilot. Don’t forget to use your naming conventions for the automation too!

I talk more about what you can do after in other articles.

Right now, we just covered a single funnel. And we already had 5-6 elements to name…

That’s why it gets messy really quickly if you don’t use simple naming conventions like this right from the start.

This is just a piece of my marketing strategy which is covered fully in my newsletter, SaaS Marketing Grown Ups.
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