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Best practises in marketing
automation for lead generation
and nurturing
Richard Evans and Adam Sharp
B2B buyer decision cycle
Satisfaction
Acknowledgment
Decision
Criteria
Selection
Investigation
Reconsideration
Measurement
Source: R. Jolles
Emerging buying cycle gap ...
Satisfaction
5%
Acknowledgment
79%
Decision
Criteria
Selection
Investigation
Reconsideration
Measurement
Source: R. Jolles
Emerging buying cycle gap ...
Satisfaction
Acknowledgment
Decision
Criteria
Selection
2%
Investigation
2-3%
Reconsideration
Measurement
Source: R. Jolles
Emerging buying cycle gap ...
Satisfaction
Acknowledgment
Decision
Criteria
Selection
2%
Investigation
2-3%
Reconsideration
Measurement
Source: R. Jolles
problemproblemproblemproblem
Emerging buying cycle gap ...
Satisfaction
Acknowledgment
Decision
Criteria
Selection
2%
Investigation
2-3%
Reconsideration
Measurement
Source: R. Jolles
problemproblemproblemproblem
problemproblemproblemproblem
Emerging buying cycle gap ...
Satisfaction
Acknowledgment
Decision
Criteria
Selection
Investigation
Reconsideration
Measurement
Source: R. Jolles
the opportunitythe opportunitythe opportunitythe opportunity
Executive
Marketing
Sales
Reports
Marketing Automation
Software
Frustrations of a Marketing Leader
9
No business can accurately predict future revenues without complete transparency into both the funnel and the pipe….joined up marketing
Our philosophy & methodology
Key attributes of joined-up-marketing thinking
11
API
Relevant (Dynamic)Content
Timely too
Why Marketing Automation is an ideal platform…
MA
outboun
d
inbound
CRM
Capturing the digital behaviour provides clarity of focus
The web as a marketing hub and NOT a passive brochure
Visualising the buyers journey
SMB ‘Worry Free’
c.2m units/contacts
9 countries
7 languages
5 routes to purchase
The briefFully automate, integrated systems, integrate ‘drip’ and ‘keep in touch’ campaignsdynamic content & richer experience
Trend
Micro
Database
Trend
Database
Silverpop FTP
Site
CleverTouch
Data
Transformation
Data
manipulated
ready for
silverpop
Trend FTP SiteData put on to
FTP site daily
Silverpop
Database
Data uploaded
to silverpop for
scheduled
daily import
New contacts
added to
Database
POS Segment#1#1 #4#4
Welcome Campaign
Time
Default
Customer
Communications
Regular Monthly Campaigns
Post Purchase Survey
In Trial Segment#1#1 #4#4
Welcome Campaign
Post Trial
Activation
SegmentPost Purchase Survey
#1#1 #2#2
Welcome Campaign
Mid Term Survey Renewal Reminders
Activate - Y
Win Back
Campaign
Survey
Activate - N
Ad Hoc Campaigns
#1#1
#2#2
#8#8
Extended Trial Period Campaign
Segment
Campaign Flow/User Journey
15
Campaign ‘Trend Dell - Worry Free’
Overview:
1. Extensive use of dynamic content e.g. Time sensitive
2. Automated contact upload and import from Secure FTP site• From Post-purchase to
IMMEDIATE prospect marketing engagement
Dynamic content in automated email 29 Days of Trial Remain 15 Days Remain 3 Days Remain
0 Days Remain 3 Days Since Expiry 7 Days Since Expiry
30 Days Since Expiry
Progressive Profiling on Web (purl)
Dynamic Content (Landing Page)
• Product recommendations based on progressive profiling
• Products/links are all personalised so ROI can be calculated at individual level
20
Dynamic Advisor Tool- Dictates which campaign journey (of 5) prospects are taken down, includes send time optimisation.
Nathan Jane Adam
Results so far• 1000’s prospects entering the marketing journey each week• email open rates average 25%, Germany 35%+• advisor tool completion rates between 26-62%• Click thru from report up to 14%, leading to significant up-sell within business
clients
MA opportunity for Marketing Transformation
22
TOOLS
COMMS
SKILLS &
CONTENT
INSIGHT BANTAttitude
& Aptitude
& Analytics
Email platforms
& CRM’s
Thank you
asharp@clever-touch.comrevans@silverpop.com
23
The 8th IDM B2B Marketing
Conference
Understanding and Engaging
Customer 2.0
Recommended