@msweezey
Marketing Automation The step by step future of moving your marketing in to the infinite future.
@msweezey WHAT There are more marketing tools than we care to count
these days, and marketing automation is not a new tool, but a new way of creating relevant relationships at scale.
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Marketing Automation is…
(something totally new, I promise)
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Marke7ng automa7on begins with having full behavioral data on a single person. This is collected via your marke7ng interac7ons with them.
Complete Visibility
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Automa7ons are If/Then statements which allow for dynamic ac7ons to happen with out human interac7on. Think of these as automated workflows driven off of individual consumer behavior.
Automations
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Repor7ng also become persona on a one to one basis. So you can track a person specifically as they move through the funnel. Allowing new ways of valuing your marke7ng to take place.
Reporting
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This can get “Creepy” fast
WARNING:
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Gallop research finds that advertising practitioners are the 4th most distrusted profession in their 2013 study.
Always be Authentic
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Modern Tools You must have a modern set of tools before you can begin with marke7ng automa7on. This can mean many different things.
01
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You will have to have a CRM, and depending on the tool also a marketing automation tool which will connect to it.
System of Relevance
Marketing Sales
Service
Single Customer View
Automation Platform (s) CRM
Allows for plug and play integrations with other apps who use data, and add to data.
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I suggest you use a “Hub and Spoke” model which allows you to add new tools when you need them, and allows for “Best of Breed”.
Stack vs Hub and Spoke
Marketing Sales
Service
Single Customer View
Automation Platform (s) CRM
Allows for plug and play integrations with other apps who use data, and add to data.
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Your website will need to have 2 points of integration. Your forms, and .JS (javascript). These are both copy and paste into your existing site.
Owned Media Channels
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You will still use the same tools for posting to social channels and buying paid media.
Paid and Earned Media Channels
URL: Universal Reference Locator Your Marketing Automation tool connect to all content via URL’s. They will also create them for you. You then share these on any channel and can track the engagement on any channel.
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Modern Email We must learn to adapt our current marke7ng tools and tac7cs to the modern buyers needs. Historical marke7ng methods will not scale in the future.
02
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66% Of Emails Are opened on a mobile device
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“Consumers want honest and authentic experiences”
-Joseph Pine II
Author of the Experience Economy, Authenticity, & Infinite Possibilities
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Daily content consump7on. Usually is Learn, and Escape. Happens across all media channels. How we engage with Research content.
Girl at the Party Story
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Stage Based Marketing Subject Lines!
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This means do not use your keyword, or your brand in stage one emails. These are clear signs you are sending a marke7ng email, and not something which is relevant to the consumer at that 7me.
Stage One NO/NO
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 job better. Or empower
them at their purpose.
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This means you can use either keyword, or your brand in stage two emails. It is likely if they are in stage two one of these two things is relevant to them.
Stage Two Yes/No
The goal is to empower them with ammo to help make their point with other people with in the buying group. We call this
“Social Proof”
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This means it is okay to use both keyword and brand in the subject line of the email. This is the only 7me both of these are relevant to a person. Any 7me outside of stage three these are disqualifica7on factors.
Stage Three Yes/Yes
The goals is to show why your tool/product/solution is the best. This is when
you break out the big guns, and share buyers guides, and pricing information.
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Stage Based Marketing Email Copy!
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David Oglivy once said, “He’s the best copy writer in the world. That’s why I’ve got him”. Remember 80% of your email copy is not read, and people vary rarely even “Read” anymore. It’s mostly scanning.
Get to the point
“Most marketers write like engines. They take a while to start up, then they get running. Just start off running.”
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2x-4x increase In content conversions when using
Rich text vs full HTML in nurturing emails.
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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..
Modern Humans Scan Emails B2B EMAILS SHOULD BE SHORT, RICH TEXT, AND BE HELPFUL to increase content conversions
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The buying cycle has increased and consumers are now engaging with more content than ever before. The only way to scale one to one rela7onships are thought journeys.
Nurturing 03
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451% increase in Conversions
For leads who were nurtured vs those who were not. (Gleanster Research)
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What should trigger Nurturing 1. Time (or lack of)
2. Lead Score 3. Field in CRM 4. Behavioral Actions
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Lead Goes to Pricing Page
Marketing Automation
• They have not been back to your website in (x Days) • They have not converted to the next stage • Not all leads are “Leads” so be careful
Read this data point from
• Decrease lead score • Change their status • Remove as prospect
Lead Score • Add to a “Cold Lead” drip • Remove from drip when
engagement happens • Drip is very light touches
Automation +
This is the beauty! It scales.
@msweezey Goals Providing relevant informa7on to
customer over the en7re lifecycle is cri7cal.
Problem/Goal Type of Drip Program Cold Database 3-‐2-‐1
Automate Lead Nurturing Stage-‐Specific Drip
Event Pre and Post Follow-‐ups Event-‐Specific Drip
Cold Marke7ng Lead Drip 3-‐2-‐1
Cold Sales Lead Drip Straight Drip
Compe77ve Drip Straight Drip
Lost Deal Drip Straight Drip
@msweezey READ
WARNING: Begin at the beginning of the book and understand how to think about automations first. It’s easier to build them correctly than fix broken systems.
Your homework is to read this book before you begin with marketing automation. If not you will end up calling a consultant to fix the problems you created.
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Lead Nurturing Wins Using the 3-2-1 technique of lead nurturing eCornell has
been able to see amazing results. Converting 50% of
all sales qualified leads who are nurtured into new
customers.
eCornell Lead Program Is the online branch of the
Ivy League Cornell University. They are
responsible for driving all traffic and produce 5,000
leads per month.
16X Higher conversion rate on leads who have been nurtured vs those who have not. Giving them the single biggest increase in leads from any other method.
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Lead Scoring Gartner predicts by 2017 the CMO will over take the CIO in their fight for the largest IT budget in the company. This trend is a direct representa7on of the need for marke7ng to keep up with a longer sales cycle, manage more channels, and technology as a solu7on to these issues.
04
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Lead Score Formula
This formula will diagram exactly how to set up a lead score that will be valued by both marketing and sales. Failure to do this with out consulting sales will result in continued distrust of the leads you pass them.
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Optimal Score = 100 Make a sales ready person 100. It just
makes for easy math.
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Forms You’ll need to use forms on your website to get people to convert into your audience. There are things you need to know about modern forms.
04
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Only three questions
68% of people lie on forms when asked custom questions. If you limit your questions to 3 you will increase your engagement rates.
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Progressive profiling
Seth Godin in his 1999 best seller, “Permission Based Marketing” suggest you never ask the same question twice. Marketing automation allows this via “Progressive Profiling”
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Modern Content You’ll need to use forms on your website to get people to convert into your audience. There are things you need to know about modern forms.
05
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Purpose is “Contextual”
So depending on their state of mind may depend on the purpose they are trying to fulfill. This changes by the
second, and must be understood for automations to have a net positive effect.
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Escape!People wanting to escape will lean on self discover on social
channels. They are looking to escape their work, life, job, and take a short break. No barring on sales readiness.
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Read this article for more on creating humor in your content: http://www.clickz.com/clickz/column/2389218/create-better-content-via-humor
Kronos Case Study Kronos, a workforce
management software company, uses a weekly
comic to engage with their audience. Their comics are
consistently shared on LinkedIn two to 10x more
than their corporate blog posts.
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Discover!People want to learn and discover new things all the time. But this does not mean you have to create more content for this. Learn to use existing content to help
ease the content burden.
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Lead Conversion Your leads may be cold because you don’t know how to convert them to the next stage in the buying cycle.
06
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This Is the old way of thinking about conversion. How do we make content, and drive people to it. Now we take a new approach with dynamic journeys.
Static Websites
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Companies using predica7ve content on average are seeing an increase in revenue by 15%.
Dynamic Content Dynamic content suggests the best
next piece of content given set algorithms of most likely
engagement.
Owned Experiences Crea7ng customized experiences
also needs to happen both on your website and via the email content.
+15% Revenue
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Choose Your Own Adventure
This is how you nurture leads on your website and provide a relevant, and contextual informa7on. Offers change based on their stage to be relevant.
( These are Dynamic Content)
( These are Dynamic Content)
( These are Dynamic Content)
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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
STAGE 3 CTA
STAGE 2 CTA
Choose Your Own Adventure
This is how you use Choose Your Own Adventure in email. By allowing people to self select into content you gain the insights, and they gain trust.
@msweezey
Gartner predicts by 2017 the CMO will over take the CIO in their fight for the largest IT budget in the company. This trend is a direct representa7on of the need for marke7ng to keep up with a longer sales cycle, manage more channels, and technology as a solu7on to these issues.
Sales + Marketing 07
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Lazy Crap
The majority of marketers feel their sales people are Lazy because they do nothing with the leads which are passed over to them.
Salespeople tend to feel the lead they receive from marke7ng are crap. This causes major distrust between marke7ng and sales.
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Sales Automations
Real time notifications Sales then gets instant no7fica7ons of
any lead they are working with and their engagement with marke7ng.
Sales Nurturing Programs
The biggest benefit to the sales and marke7ng program are sales automa7ons from Pardot. Giving businesses the ability to generate leads, iden7fy them, and close them faster.
One click nurturing allows sales to then nurture those leads who are not ready
buy.
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Salespeople Are people And some of them are SMART!
Marketers PLEASE REMEMBER:
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Begin with Their emails
Look at their sent emails to see how they phrase things. Speak with them and learn what they know about emailing prospects. They know a lot more than you may be giving them credit for.
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Follow their Cadence
Then ask them how they want their leads to be followed up with, or how they currently follow up with them. Your smart reps will have a cadence they follow. You should use the same cadence.
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Train them on How and when
If you fail to train them they will not use the tools, or not use them correctly. If you do not get their input they will not use them at all.
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Agile Execution You’ll need to use forms on your website to get people to convert into your audience. There are things you need to know about modern forms.
08
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Place your pin on the blue dot. Your goal will be to close
your eyes and then draw a straight line to the red dot. Stop when you get there.
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Your line probably looks like this.
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Now try again, but feel free to stop when ever you want.
Leave your pen on the paper, and open your eyes. Recalibrate, close your eyes then continue to draw your
line. Take as many stops as you want.
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Your second line probably looks like this.
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Agile Theory
Small and frequent itera7on is the key to success when you operate in dynamic environments. Our marke7ng enjoinment is dynamic since our consumer, and channels are constantly changing. Technology also has now caught up to a place where instant itera7on is possible.
User Stories
MVP
Review
Execute
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User Stories
What is their role with the customer? What responsibilities do they have? What issues do they face? What do they want to learn?
User Stories
MVP
Review
Execute
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MVP Minimum Viable Product: What is smallest way you can provide value to your core consumer. This is your minimum viable product. Create this, then learn how to improve it.
User Stories
MVP
Review
Execute
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Review You need to have baselines to compare things to. Industry baselines will not help you much. Instead look at your own internal numbers. Better not best is what you should shoot for.
User Stories
MVP
Review
Execute
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Pick up The Phone
Was the content you engaged with helpful? How can it be better? What was the best thing you’ve found?
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WRAP UP Marketing automation is the way to
build a scalable, sustainable, and valuable marketing future. It also is the only way you can provide the type of
relationship your modern buyer demands.
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Thank you If you enjoyed it let me know
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