SMASH - Marketing Automation 101 for Senior Care

Marketing Automation 101 Easy as 1,2,3 Presented by Mathew Sweezey SMASH– 2016

@msweezey

ABOUT ME Mathew Sweezey

Principal of Marketing Insights Salesforce

Author of

•  Marketing Automation for Dummies (2013) Wiley

•  Context Revolution (2017) Harvard

Marketing automation is: the ability to dynamically craft a single experience for a specific person at a

specific time “

Numero unoStep

Marketing must be personalized across all channels, and contextual to the moment. This means a minimum of the following connected systems: •  CRM (system of record) •  Marketing Automation (system of engagement)

•  Website (owned engagements)

Connected Systems

Marketing Sales

Service

Single Customer View allows for contextual experiences to be automated on any connected channel.

Automation Platform (s) CRM

System of relevance

Allows for plug and play integrations with other apps who use data, and add to data.

Website Product API

Supports direct integration into your products and website for dynamic in product experiences, and bi directional data flow.

Email is the unique identifier between page views and the individual •  Page Views •  Clicks •  Forms they have completed •  Allows for segmentation by interest

Java Script

Forms are how you get the email address. Form using progressive profiling are the best in class.

Forms

Each persons full interest, interaction with every marketing asset, and the ability to run real time automated programs based off of their interest.

You Get:

Each persons full interest, interaction with every marketing asset, and the ability to run real time automated programs based off of their interest.

You Get:

Each persons full interest, interaction with every marketing asset, and the ability to run real time automated programs based off of their interest.

You Get:

What is now possible

Dynamicrelevanceacrossemail,web,and

mobileexperiences.

Relevance At Scale

Theonlywaytoscalerelevancewithinyour

businessesistouselogicbasedoffofbehaviors,CRMdata,anddesired

paths.

•  If not back to website in 30 days, then move to new nurturing program.

•  If lead is cold, and, add to new nurturing campaign.

•  If sales has had no contact after 20 days, send follow up email.

Examples: of Possiblities

Number twoTip

Email can be Hyper targeted

@msweezey

“A” or “B” How do you download content?

@msweezey

We batch research

Based on how easy it is to find and consume content we now naturally do it in large batches. Once again this is a learned behavior and something which is a new buyer behavior. If we can understand this we can now start to optimize for greater content conversions when someone is on our site.

@msweezey

Daily content consumption. Usually is Learn, and Escape. Happens across all media channels.

How we engage with Research content.

Batch Research Defined

@msweezey

GIRL AT THE PARTY Stage based marketing is understanding people will only engage with content relevant to their stage.

@msweezey

Stage Based Marketing

Subject Lines

@msweezey

•  Thought you might like this •  Did you get a chance to see this yet?

STAGE ONE SUBJECT LINES The goal is to get your email opened and to get them to the content. You are being helpful by connecting them to things which help them do their purpose. Don’t use keywords or the schools name.

@msweezey

•  New Case Study: Show casing MIT people in the work force

•  Connecting you with John, CMO from XYZ, MIT Alumni

STAGE TWO SUBJECT LINES

The goals is to help them social proof that they are making a good decision. Only use one keyword, or the schools name. Not both.

@msweezey

•  MIT MBA Salary Reports •  MIT Ranks Top in MBA Leader Report Okay to use Keyword and Schools Name

STAGE THREE SUBJECT LINES

The goals is to get them to deeper content to get them to convert. They are likely deciding between multiple schools if they are serious.

@msweezey

Email can be hyper Targeted to

A buyers point in time

Number ThreeTip

Re-think what email marketing is and can be

@msweezey

68% of all emails Are opened on

A mobile device. “-marketing land

Of marketers say it takes 2-5 weeks to create a piece

of content.

42%Of marketers say it takes more than 7 weeks to create a piece of content.

1/3

1hAp://www.techvalidate.com/blog/2013-content-markeIng-research-Ime-spent-creaIng-content-2892

@msweezey @msweezey

Anything with a URL is a piece of content you can

send via email.

@msweezey

@msweezey

@msweezey

Example\

This email took less than 2 minutes to

create

John, Have you meet Dr Robertson yet? She writes for Forbes. Check out her last article, I think you’ll like it The New World of Business. Best, Mathew

@msweezey

John, I noticed an article on Content experience, and thought you might like to give it a look.

John, There is a video in our resource library on Lead nurturing best practices, here’s a link to it. It was recorded with Jay Baer.

John, I’m not sure if you follow this guy on social. But If you’re on Twitter you might want to check out @jaybaer. We’ve just shot a webinar..

better emails GET MORE CONVERSIONSB2B EMAILS SHOULD BE SHORT, RICH TEXT, AND BE HELPFUL to increase content conversions

The goal is the link Click – from there you can

track other behavior “-marketing land

Number FourTip

Increase emails value By writing like

A human

@msweezey

Our job isn’t to be pretty. It’s to be effective. “

@msweezey

We only read 20% of any email sent to us – so cut 80%

of it out

RICH TEXT is authentic I can not hand code HTML

and never have. So if I sign an email which is fully

formatted HTML it’s obviously an automated

email.

RICH TEXT is how humans write emails to each other. Short, to the point, and with

out formatting.

@msweezey

David,DidyouseethisarIclefromNYTIMESfeaturingProfessorKeith?Bit.ly.w23fse.comBest,JillProgramDirector,SloanSchoolofManagement

1 5 t h l a r g e s t b a n k I n t h e U N I T E D S TA T E S D I D A S I D E B Y S I D E w i t h H T M L v R I C H - >

INCREASED ENGAGEMENT

BY 4x @msweezey

Number FiveTip

Email can increase Pipeline maturation

With secondary CTA’s

The benefits of Nurturing BusinessesusingmarkeIngautomaIontonurtureprospectsseea451%increaseinqualifiedlead–SiriusDecisions451%

Companiesthatexcelatleadnurturinggenerate50%moresalesreadyleadsat33%lower

cost.33%

Companies who use lead Nurturing close deals

34% faster. “

@msweezey

Email nurturing’s real goal is

MOVE TO NEXT STAGEt o g e t t h e m t o a s k t h e n e x t q u e s t i o n

@msweezey

Example\

The first call to action is relevant to them at the moment.

Secondary call to action is for the next stage in the

buying cycle.

John, I thought you’d like these 10 tips on nurturing. It was written by Trulia, one of our clients. Also if you’re looking for some research reports on marketing automation here’s the Gartner Magic Quadrant. Best, Mathew

@msweezey

If you break your white papers up into buyers stages then your white paper is more likely to appeal to a person in a specific stage. Remember you can’t tell which parts they read, just what they download.

Pro Tip: Stage Based Content

Breakyourcontentupintostages,andthenlistthemonthesidebarofyoursite.Peoplewillselfselectintotheonewhichisimportanttothem.Nowyouknowtheirstageinthebuyingcycle.

Pro Tip: Choose your

own adventure

Number SixTip

automation Opens up the idea

Of plays

How many pitches can a Mlb pitcher throw?

How many batters will

They face?

Problem/Goal TypeofDripProgram

ColdDatabase 3-2-1

AutomateLeadNurturing Stage-SpecificDrip

EventPreandPostFollow-ups Event-SpecificDrip

ColdMarkeIngLeadDrip 3-2-1

ColdSalesLeadDrip StraightDrip

CompeIIveDrip StraightDrip

LostDealDrip StraightDrip

50% of high performing marketers Use email onboarding

campaigns. Less than 1% of underperforms do.

“@msweezey

ON-BOARDING ONCE YOU KNOW THEIR STAGE

S U B J E C T L I N E S Keep them consistent, so they are

easy to search for in an inbox.

C O P Y This should be an action based

program. Link to a video per day, or a

task a day.

C TA Good action items are:

•  Follow us on Twitter

•  Watch this video

•  Read this article

•  Join this group on Linkedin

T I M I N G An email a day or every 3 days is fine.

This will depend on the goal, and

other triggers you have set up.

These campaigns are designed to nurture their current interest and move them

along to the next stage.

J o i n T h i s G r o u p

F o l l o w u s o n Tw i t t e r

1 Day Pause

W a t c h t h i s V i d e o

1 Day Pause

1 Day Pause

They are added to the campaign automatically by using a custom field,

“New Employee”, etc.

DIAGRAM

@msweezey

STAGE BASED ONCE YOU KNOW THEIR STAGE

S TA G E S P E C I F I C The Subject line must be stage

specific.

C O P Y Keep it short, as they will only read

20% of your email anyway.

C TA Call to action should be high up in the

email and to a CTA relevant to that

stage.

T I M I N G Feel free to mix up the timing, so that

emails do not come at the same time

and the same day. This will help make

them appear genuine.

You should then nurture the interest with the goal of allowing them to move them

selves forward when they wish.

S t a g e 2 targeted email

S t a g e 2 targeted email

S t a g e 2 targeted email

3 Day Pause

7 Day Pause

9 Day Pause

Added to campaign based on score, engagement with content, or from

3-2-1

DIAGRAM

@msweezey

3-2-1 THE WHAT AND HOW OF THE

R E V E R S E O R D E R So you attack the most sales ready,

and the demo with the shortest

timeframe first.

S E L F S E L E C T People will only engage with the email which is

relevant to their stage. Self identifying.

S E T S You send three emails in a set. One

email targeted to each stage. Then

pause for a longer period of time.

E X I T U P O N E N G A G E M E N T

Once they engage you should then

exit them onto the correct stage

based drip.

The 3-2-1 nurturing campaign is designed to help you identify a person’s stage

without any prior knowledge or engagement.

Think to use this when you have a list from a tradeshow.

6 Day Pause

6 Day Pause

9 Day Pause

S t a g e 3 targeted email

S t a g e 2 targeted email

S t a g e 1 targeted email

R E P E AT S E T

Added to campaign from list or automated trigger.

DIAGRAM

Lead Nurturing Wins Usingthe3-2-1techniqueofleadnurturingeCornellhasbeenabletoseeamazing

results.ConverIng50%ofallsalesqualifiedleadswhoarenurturedintonewcustomers.

eCornell Lead Program IstheonlinebranchoftheIvy

LeagueCornellUniversity.Theyareresponsiblefor

drivingalltrafficandproduce5,000leadspermonth.Mostly

paidsearch.

16X Higherconversionrateonleadswhohavebeennurturedvsthosewhohavenot.Givingthemthesinglebiggestincreaseinleadsfromanyothermethod.

Number 7Tip

Lead Scoring

Lead Scoring Formula

1.  It’s never perfect, 2.  Start with 100 as

being sales ready. 3.  Keep testing. 4.  Ask Customers

3 things to keep in mind – IT’s not rocket science so don’t make it

Number EightTip

7xYou have 1 hour Harvard found that companies who contact a

lead with in 1 hour of interest have a 7X greater chance of qualifying the lead, than those who

follow up after 1 hour. hAps://hbr.org/2011/03/the-short-life-of-online-sales-leads

Follow up

Trust Marketersdonothavethecorrecttools,ortheabilitytoknowwhathappenswithleadsoncetheypassthemover.Thismeanstheyhavetorelyonsaleswithoutanyoversight,orrecourse.

SalespeopletendtofeeltheleadtheyreceivefrommarkeIngare

crap.Thismeanstheydon’tfollowupbecausetheydon’ttrustthem.

The Two reasons you don’t have speed in your sales process

Trust MarkeIngautomaIononlypassesoverleadswhoaretherightfit.This

meansdothefityourexactpersona.

Trust MoreimportantthanWHOtheyareiswhathavetheydone.Thisis

intent.WetrackallbehaviorstoideitnfythehoAestleadsinreal

Ime.

Real time notifications SalesthengetsinstantnoIficaIonsof

anyleadtheyareworkingwithandtheirengagementwithmarkeIng.

Sales Nurturing Programs •  ColdLeadProgram•  CompeIIveHomesProgram•  6Monthfollowup•  CareSpecificprograms

Follow up

SALES NURTURE WRITE HERE SOMETHING

U S E T H E I R T E M P L AT E S Get your top sales persons’

templates.

C A D E N C E Ask what their follow up cadence is,

and do the exact same.

R I C H T E X T O N LY None of these emails should use full

formatted HTML. Sales people don’t

write HTML.

S H O R T & P O I N T E D KEEP them very short. They should

not be promotional, but rather

relational.

These should be built in conjunction with your sales team.

@msweezey

You will have to train your sales team

on how to use these new nurtures.

You should have them set up for

specific goals, scenarios, and

timeframes.

T R A I N I N G Pick a pilot team of your 3 best sales

people who you worked with to create

the campaign. Give them 1 month

before everyone else.

P I L O T T E A M

If you do not get buy in from the senior

and most successful sales people

first,

nobody else will use it.

B U Y I N If it takes them an extra step, they

won’t

use it. It must remove work from their

day, not add to it. Look to work with

them to design them to auto add to

campaigns.

E A S Y I S T H E G O A L

Have three campaigns only to start.

•  60 Day No Contact Drip

•  90 Day Cold Lead Drip

•  Competitive Drip

3 T O S TA R T

You should mix up a lot of 3rd person

content with 1st person content.

Consider simply using Tweets,

Introducing People, Introducing Blogs,

etc.

C O N T E N T

SALES NURTURE WRITE HERE SOMETHING

U S E T H E I R T E M P L AT E S Get your top sales persons’

templates.

C A D E N C E Ask what their follow up cadence is,

and do the exact same.

R I C H T E X T O N LY None of these emails should use full

formatted HTML. Sales people don’t

write HTML.

S H O R T & P O I N T E D KEEP them very short. They should

not be promotional, but rather

relational.

These should be built in conjunction with your sales team.

You will have to train your sales team

on how to use these new nurtures.

You should have them set up for

specific goals, scenarios, and

timeframes.

T R A I N I N G Pick a pilot team of your 3 best sales

people who you worked with to create

the campaign. Give them 1 month

before everyone else.

P I L O T T E A M

If you do not get buy in from the

senior and most successful sales

people first,

nobody else will use it.

B U Y I N If it takes them an extra step, they

won’t use it. It must remove work from

their day, not add to it. Look to work

with them to design them to auto add

to campaigns.

E A S Y I S T H E G O A L

Have three campaigns only to start.

•  60 Day No Contact Drip

•  90 Day Cold Lead Drip

•  Competitive Drip

3 T O S TA R T

You should mix up a lot of 3rd person

content with 1st person content.

Consider simply using Tweets,

Introducing People, Introducing Blogs,

etc.

C O N T E N T

conclusionsBig

•  Email is the center of the entire marketing life cycle

•  Email is best when human •  HTML isn’t the best in class email anymore •  Email programs scale businesses efforts •  Social Media + Email drives engagement •  Best in class uses email automation for

both internal, external, and partners

Thank You MathewSweezey

PrincipalofMarkeIngInsights,Salesforcemsweezey@salesforce.com

@msweezey