5 Priceless Marketing Automation Campaigns For Any B2B Business

etrigue.com | +44 (0) 20 7182 4041 | Stand C42

5 Priceless Marketing Automation

Campaigns For Any B2B

BusinessJames Ford | eTrigue Europe | 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


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


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?!


Marketing Automation…Is To Us


Corporate Shop Window


Anonymous Visitor Tracking


A Complete Digital Profile


Anatomy Of A Lead Alert

Send to CRM

View History

Lifetime

History

Current

Visit

Pages &

Duration

Selected Lead

Scores

Personal

Details

Last Marketing

Touch


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?


One: Simple Drip Campaign


Two: Advanced Drip Campaign


Progressive Profiling Forms

Two: Advanced Drip Campaign


Three: 30, 90 & 180 Day Nurture Campaign


Three: 30, 90 & 180 Day Nurture Campaign


Four: Event Marketing Campaign


Five: Account Management Campaign


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


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"


Think BIG

Start NOW

Scale QUICKLY

In Summary


Questions & AnswersJames Ford, eTrigue Europe

[email protected]

+44 (0) 20 7182 4041