etrigue.com | +44 (0) 20 7182 4041 | Stand C42
5 Priceless Marketing Automation
Campaigns For Any B2B
BusinessJames Ford | eTrigue Europe | Stand C42
etrigue.com | +44 (0) 20 7182 4041 | Stand C42
Demonstrate how you can seamlessly connect your sales + marketing
teams to make them both more efficient through automated activities.
Driven by:
• Identifying the right prospects
• Keeping your business front of mind
• Accelerating prospects to point of pitch
• Automating the services you provide, supporting high levels of
customer service
Today’s Mission
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Agenda For Today
Marketing Automation – What Is It?!
5 Priceless Marketing Automation Campaigns For Any B2B Business
Content Creation and Delivery
Test, Test…Then Test Some More!
In Summary
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Marketing Automation is Different Things to Different People
• Companies On Your Website
• Scheduled Tweets
• Auto-Responder Emails
• CRM Task Creation
Marketing Automation…What Is It?!
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Marketing Automation…Is To Us
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Corporate Shop Window
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Anonymous Visitor Tracking
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A Complete Digital Profile
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Anatomy Of A Lead Alert
Send to CRM
View History
Lifetime
History
Current
Visit
Pages &
Duration
Selected Lead
Scores
Personal
Details
Last Marketing
Touch
etrigue.com | +44 (0) 20 7182 4041 | Stand C42
Information to bear in mind…
Average SMB B2B Database is 1,000 to 30,000 Records
• Dependent on Market and Average Order Value
Five Marketing Automation Campaigns
Typically a Sales Person Has a Set of Leads
• Starting at “A” and Working Through to “Z”
• Where Are The Best Opportunities?
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One: Simple Drip Campaign
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Two: Advanced Drip Campaign
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Progressive Profiling Forms
Two: Advanced Drip Campaign
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Three: 30, 90 & 180 Day Nurture Campaign
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Three: 30, 90 & 180 Day Nurture Campaign
etrigue.com | +44 (0) 20 7182 4041 | Stand C42
Four: Event Marketing Campaign
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Five: Account Management Campaign
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Content:
The ‘Voice’ or tone of an email, relevant to the content is essential for driving engagement and results
Design will influence how a recipient perceives the communication and determine how they engage
A Call-to-Action is a vital part of every communication
Content Creation and Delivery
Personas:
HTML emails to Junior to Mid-level engagers. Type: Promotions, Announcements, Newsletters
Plain text emails to Decision Makers and C-Level. Type: Nurture and Drip Campaign
Strip Back Key Value Propositions & Legacy Content:
Don’t try to overload the audience with too much information all at once
Split and spread new and legacy content into Drip or Nurture Campaigns
etrigue.com | +44 (0) 20 7182 4041 | Stand C42
Don’t be too precious. Yes things need to be done right, but as
soon as you do something, you are winning!
Test, Test…Then Test Some More!
You are your own benchmark. Give yourself some tangible data to
analyse and improve upon
“Eating your own dog food"
etrigue.com | +44 (0) 20 7182 4041 | Stand C42
Think BIG
Start NOW
Scale QUICKLY
In Summary
etrigue.com | +44 (0) 20 7182 4041 | Stand C42
Questions & AnswersJames Ford, eTrigue Europe
+44 (0) 20 7182 4041