Unlocking Revenue Potential: How Understanding Latin Terms in Criminal Law Can Enhance Marketing Strategies
Understanding Legal Terms in Marketing Automation
In the world of digital marketing and advertising, the more exquisite level of precision with which you can identify relevant aspects of a prospects’ behaviour, aspirations, pains, etc. and adapt your strategy accordingly, the likelihood of your strategy’s success increases exponentially.
Keywords like “mens rea” or “actues reus” would be pretty abstract concepts to a person who is not familiar with Law and Codices. However, for many marketers, these words in particular trigger unusual levels of excitement as they embody the perfect combination of enthusiasm and knowledge that we need in our profession to identify the right aspects of a user’s behaviour and apply the necessary budget and tactics to ensure that their desires are met.
Let us walk through some of these legal terms in preparation for strategizing how to always obtain the verdict of “acquitted” for our clients.
The entire point of identifying a “mens rea” is, when translated into the world of marketing automation, to understand the intention behind the actions of a prospect rather than simply measuring metrics. This is because it is possible to measure the actions of a visitor on a website, download an eBook, request a demo, but without measuring their intention behind the action, your marketing automation strategy is not equipped to optimise the messaging displayed to them or to determine the appropriate time to contact them and follow up.
One of the key components of developing a solid reading plan is keeping a track of all relevant actions, uploading them on the CRM and then building a map to understand what a lead has done at each stage of their journey.
Keeping the principle of ‘actus reus’ in mind, we can measure the user’s actions that may include things like what kind of products have been clicked on their site, if any demos were requested and if any person from their team visited the office.
If, say, a lead has downloaded white papers and has been contacted, may be it is good to track how many people from their team have received the email containing the offer/promotion. If we establish correlations between the actions we can measure as ‘actus reus’ and the level of success, we gain a clearer understanding of the impact of the actions taken and thus, having a generally higher return on investment for the marketing automation strategy applied.
Just as a body cannot be fettered unless such action is lawful, similarly, a campaign strategy cannot be effective if it is not in accordance with the law. Thus, one could take creative liberty and instead of applying for a ‘habeas corpus’ for a prisoner, all we really need to do is ensure a transparent reporting process by which we submit a report which is easy to read and understand and which is also frequently updated to keep all stakeholders in the know of the strategy’s performance.
Similarly, by generating periodic reports for your main KPIs and being willing to adjust the strategy effectively based on the data collected, we can eliminate the need to go through the pain of applying for a ‘habeas corpus’ for any lead that has gone cold and has not responded for a long period of time.
We often hear of strategy teams referring to the word ‘ultra vires’ to dismiss the idea of certain marketing techniques and practices. In the context of revenue operations, the denotation of the word can be loosely interpreted as an approach to prioritise what is legally permissible within a certain circumstance. Thus, in certain circumstances, we should be open to leveraging some bold and even controversial tactics that could help us increase our leads and nurturing them effectively throughout the customer journey.
When it comes to marketing automation, ‘ultra vires’ can signal two things; what is permissible within limits, and how willing is a business to stretch those limits to make the most of limited resources given a particular situation.
A testimony or a reference could be truly useful for a business in order to utilise the insights of a third-party vendor or expert. The same applies to a legal context; ever heard the phrase “amicus curiae”? Like the name suggests; “friend of the court”, who shares their insights in order to inform the judge’s decision.
Similarly, amicus curiae can apply in the marketing automation context. With capitalisation on today’s digital marketplace, are there relevant blogs or influencers we could reach out to and propose a potential collaboration that advances the mutual interests of both parties? An Upwork writer or an online graphic design software could also serve as our ‘amicus curiae’ for free and not just for judicial purposes!
While subtle differences exist between the words ‘modus operandi’ and ‘modus operandi’, they both refer to the way of working of any undertaking and is largely defined by its focus on a goal, or an end result. What this means is that, regardless of what action might be taken by a marketing automation team, each tactic should have an associated resource, leading up to a pre-determined goal which the team aims to accomplish.
Similarly, each step taken by a marketer should be consistent with the strategy deployed to nurture a particular lead and work towards achieving the overarching goal of conversion. Like the case of a self legislating country, each tactic a marketing team might use is only justified as long as it contributes towards accomplishing a goal.
We need to have a wider scope in our profession than creating nice looking emails and deploying beautiful websites. It is important to note how each little action, including your social media posts, emails, press releases, etc., all contribute towards the larger objectives that we seek to achieve.
By focusing on each aspect of marketing automation processes and by leveraging the resources and expertise available to us through the different technologies on the market, we can ensure that we have a much more rigorous and effective approach to leveraging automation for revenue operations.
