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Presentation from the 2014 MarketingProfs B2B conference.
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Using Content and Humanization to Turn B2B Emails into H2H Emails Loren McDonald VP, Industry Relations @LorenMcDonald
Dear Loren,
The rest of this email is generic …
@LorenMcDonald
Using a person’s name as the from name is NOT how you humanize emails.
@LorenMcDonald
Anyone know who Todd Scholl is?
Oh, OK.
http://visionsfromtheroof.com/wp-‐content/uploads/2014/06/BEING_HUMAN_being_human_us_18319766_1024_568.jpg
Not!
Agenda
Background
Humanization Tips Email Critique
Q&A
Today’s Agenda
Background
@LorenMcDonald
B2B?
Is it really?
Who are the buyers?
Buyers End user
Manager
Related depts
Influencer Purchasing
Legal
Executive sponsor
Consultants
What do they have in common?
Individual People
Employees
Company
Today’s bumper sticker …
Companies don’t buy stuff
People do
B2B: Is it Really
How do we communicate to these buyers? • Direct mail • Webinars • Phone calls • White papers • eBooks • Videos • Conferences • Email newsletters • Nurture emails
Who engages with this content?
-‐ People
So how does Ann Handley define quality content?
Human, Quality Content
Utility
Inspiration
Empathy
Source: “Everybody Writes”, Ann Handley
Helps ease pain, burdens and with making decisions
Creative, data driven, well-‐produced
Relentless focus on your customer
So what does a stinky email look like?
@LorenMcDonald
Who the hell is Samantha Braverman
New company name or new white paper?
Winterberry Group should be in from name
Some context please … tell me
more …
-‐ No CTA button -‐ Not scannable
-‐ Pass the reading glasses -‐ Where is the white space?
So then what does “being human” look like?
Humanization and Content Tips
@LorenMcDonald
CTAs Must Pop and Be Finger Friendly
Old Template: • Small font
• Gray link, poor contrast • Not finger friendly
New Template: • Larger font • Links “pop”
• Good contrast • Reasonably finger friendly
Single Most Important Thing You MUST Do …
• Body copy: 14px+ • Headlines: 22px+ • Buttons: 44px by 44px
Increase
Font Size
Do NOT Make Readers Pinch or Squint
Ignoring the punctuation and
awkward sentence, I’m kind of intrigued …
Ouch.
No, I didn’t read on.
Please give my eyes a break.
-‐ Color. -‐ Sub head -‐ Imagery
Ouch.
No, I didn’t read on.
Please give my eyes a break.
-‐ Color -‐ Sub heads -‐ Imagery
Chunks, Colors, Images, Contrast, Scannable
Litmus Newsletter Example
• Large font • Scannable • Action-‐oriented
• Strong CTA • Specific • Inviting • Bullet-‐proof • The answer …
• “2nd step” • Just enough detail • Creates the problem
• Helpful • Educational • Resources
Solving the problem by finding a free resource for
YOU.
Helpful reminders about features … you may not
remember or know about.
Simple content that helps.
It’s a party.
Have some fun.
Be poetic.
It’s a party.
Have some fun.
Be poetic.
Honest Straight talk Empathetic Responsive
Honest Straight talk Empathetic Responsive
Are you addressing customer pains?
• Pain points identified • How to ease the pain • Pain points identified • How to ease the pain
It’s a lovely irony that to become more personal, B2B marketers need to
become more automated.
Collect Information on Customer’s Segment
Give Customer Relevant Information on Products
Collect Contact Information for Consultant
Prospect put into nurture track based on which eBook downloaded.
Prospect put into nurture track based on which eBook downloaded.
Prospect put into nurture track based on which eBook downloaded.
Personalized, dynamic content based on lead score, past purchases,
bus builder, etc.
Tweet this: Be your email subscribers’ “content Sherpa” via @LorenMcDonald #MPB2B #emailmarketing
Make CTAs Jump Off the Page
Kind of hard to miss …
Weird Al’s Rebirth: Marketing Lessons That Rock
Pre-‐header Make Over
Weird Al’s Rebirth: Marketing Les … What Markets Can Learn From Weird Al | Bing Integrates Twitter
-‐ Test “editor comments” -‐ 2-‐column = read or
ignore -‐ What about a real
person’s name?
Is your content truly
interesting and
engaging?
-‐ Don’t just use the beginning of the article
-‐ Explain why a subscriber should read it
-‐ Highlights -‐ Pain/Opportunity
-‐ Value gained
Just say no to … Click Here
How cool is this?
A behind the scenes tour of how the
software service you use actually works.
OK, preferably a human face … but let them know who you are, what you
look like.
Agency team profiles
-‐ Bring your company to life by profiling customer-‐
facing employees
Dynamic and automated emails don’t have to be
impersonal.
Nice transition from “joke”
to “solution.”
Fun, but a bit aggressive and risky
Nice transition from “joke”
to “solution.”
Being Human Takeaways
@LorenMcDonald
Takeaways Show empathy
Have a conversation
Tell them what to do Make it easy
Personalize content
Maybe make it fun
silverpop.com © 2014 Copyright Silverpop. All rights reserved.
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everywhere each customer prefers
to connect
BEHAVIORAL INSIGHTS
Understand Path To Revenue
Discovers customer preferences by
analyzing data from all devices and
channels
MARKETING DATABASE
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INTERACTION ENGINE Automate
Communications
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and in real-‐time
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