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This is my presentation from Silverpop's B2B Marketing University, September 14th in New York City. It explains the components of marketing automation, and gives examples of effective email marketing and landing pages.
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Powering The Nurturing Dialogue
• Automating Email and Web Nurturing Programs
• Capturing and Acting on Buyer Data
• Nurturing in a Closed-Loop Environment
Introduction
Jep Castelein
Founder of LeadSloth
www.leadsloth.com
Agenda
1. Understanding Marketing Automation
2. Doing More With Email
3. Creating Better Landing Pages
Understanding MARKETING AUTOMATION
What is Marketing Automation?
• Database
• Campaigns
• Lead Scoring
• Analytics
• Website
• Sales Support
The Components of Marketing Automation
Webs
ite
Website
Campaigns
Analytics
Lead Scoring
Sales Tools
Content & Layout
Contacts
Database
Synchronize with CRM
Data Quality
Content Management
Template Management
Manage Your Marketing Database
Sending email:
Batch (e.g. newsletter)
Drip (email sequences, linear)
Campaigns (multiple flows, branching)
Individual (e.g. sent by a sales person)
Consistency
Personalization
Start Doing Email Marketing
Goal: a conversation with the prospect
Automated Sequences
A prospect can be in one or more campaigns
Multi-channel
Design Campaign Workflows
Lead Scoring is used to find out if: Learn more about the prospect's stage in the
buying process, and their interests
Prospect fits the profile
= you want to talk to them
Prospect shows interest
= they want to talk to you
At a specific threshold, leads are sent to sales
Grade Leads With Lead Scoring
ROI Reports
Pipeline reports (a.k.a. Waterfall)
Closed-loop reporting
Campaign reports
Email reports
Custom reports
Monitor and Accelerate the Buying Process
Source: SiriusDecisions
Website Tracking
Anonymous
Identified
Landing Pages
Microsites
Registration Forms
Form Builder
Websit
e
Tie Everything Into Your Website
Sales dashboard for finding the best leads
Capture and display lead activity
Identified web visitor notifications
Anonymous web visitor identification
Outlook plug-in
Email templates
Increase Productivity of the Sales Force
DAM
Email Marketing
Marketing Automation
CRM Website Social Media
& Search
Business Intelligence
Lists
Web Analytics
The Marketing Software Ecosystem
CRM vs. Marketing Automation
CRM Marketing Automation
Native Email Marketing No Yes
Drip Email Marketing No Yes
Automated Campaign Flows No Yes
Dynamic Lists No Yes
Web Analytics No Yes
Deduplication No Yes
Behavioral Lead Scoring No Yes
Unified Leads & Contacts No Yes
Advanced Form Builder No Yes
Landing Page Builder No Yes
Marketing Analytics Limited Yes
Sales Opportunities Yes No
Forecasting Yes No
Call logging Yes No
Doing More With EMAIL
Getting Your Emails Read & Acted Upon
• Getting Emails Delivered
• Getting Emails Opened
• Getting Emails Read
• Getting Emails Acted Upon
• Advanced Email Campaigns
• Processes
• Opt-in & unsubscribe
• Be relevant
• Avoiding spam-sensitive text
• Clean HTML
• Technology
• SPF, Sender ID, Domain Keys
• Vendor’s reputation & knowledge
• Testing, message & inbox testing
Getting Your Emails DELIVERED
Received: from mail01.response.demandbase.com
by mx.google.com with ESMTP id
u9si1460881ibu.21.2010.09.02.07.33.32;
Thu, 02 Sep 2010 07:33:33 -0700 (PDT)
Received-SPF: fail (google.com: domain of [email protected]
does not designate 204.92.22.61 as permitted sender)
client-ip=204.92.22.61;
Authentication-Results: mx.google.com; spf=hardfail
(google.com: domain of [email protected] does not
designate 204.92.22.61 as permitted sender)
SPF Failure Example
Getting Your Emails OPENED
• Recognizable “From” Address
• Compelling subject
• 40-50 characters
• Benefit or curiosity-invoking
(give people a reason to read it)
• Select your audience
Examples From My Email Swipe File
Getting Your Emails READ
• Headline
• First Paragraph
• Sub-paragraphs
• Concise writing style
• Consistent with Subject
Subject: 11 Email Marketing Terms You Need to Know
Bad Email Copy
Great Email Copy
Subject: New eBook: A B2B Marketer's Guide to Great Facebook Pages
Getting Your Emails ACTED UPON
• Offer consistent with subject & body text
• Compelling offer
• Attractive
• Realistic
• Just one landing page
• Provide multiple links or button that go to that
landing page
• Goal: eliminate follow-up failure
• Solution: design email sequences
• Often triggered by prospect
• Examples:
• Educating new prospects
• Supporting prospects while they try out your product
• Upselling for existing customers
Drip Email Campaigns
Registration
Day 0
eBook
Delivered
Immediate
Link to
Demo
Day 2
Sales
Intro
Day 4
On-Demand
Webinar
Day 7
Example Drip Campaign
• Drip email is relatively unsophisticated
• Not personalized for buyer persona or interest level
• Design Multiple Campaign Tracks
• Each track for different audience & buying stage
• Switch tracks based on user behavior
• Two types:
• Long-term Campaigns (e.g. stay-in-touch or events)
• Triggered Campaigns (started by a trigger)
Advanced Email Campaigns
Examples of Advanced Email Campaigns
• Managing events, such as webinars
• Education of prospects, segmented by:
• Stage in the buying process
• Buyer persona
• Lead reactivation campaigns
• Where to start?
• Align with your business objectives
• Start simple, and get more sophisticated as you go
Benefits of Advanced Email Campaigns
• Making prospects sales-ready
• Reducing the time spent by sales people
educating prospects
• Minimizing sales funnel leakage
• Motivating the prospects to evaluate your
product
• Getting prospects to order the product online
Creating Better Landing Pages
Best Practices for LANDING PAGES
• Goal: increase conversion of the right prospects
• Simple design
• Remove navigation
• Put form above the fold
• Consistency
• Page should reflect call to action from email
or pay-per-click campaign
• Testing
Example LANDING PAGES
Example LANDING PAGES
Best Practices for FORM Design
• Use a WYSIWYG Form builder
• Prefilled forms
• Progressive forms
• part technology, part technique
• No excel sheets anymore: save leads straight
into Marketing Automation & CRM
• Deduplication
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