CRAFTING CONVERSATIONS THAT INSPIRE

Marketing Automation is more than fancy technology.

It is a catalyst for creating a thoughtful and continuous dialogue

between you (your brand) and your audience.

5 STEPS FOR USING AUTOMATION TO BE MORE HUMAN

Today’s customer assumes you know how to use technology to tailor

the experience. In fact, they expect the messages you send to be

suited to their specific needs and wants. The following five steps will

advance your use of marketing automation and help your messages

appear expertly crafted.

CRAFTING CONVERSATIONS THAT INSPIRE

With each interaction create a conversation that feels tailored and

specific. The inclusion of custom database fields in email copy drive

360% higher conversion than a generic email message.* A heightened

level of relevance leaves your current customers feeling enthusiastic and

naturally increases engagement.

Tip to elevate: Use personalized content features to deliver messages

that honor where your recipients are in their journey.

CRAFTING CONVERSATIONS THAT INSPIRE

1. BERELEVANT

STEP 1

*Source: Gleanster, 5 Key Milestones for the First 30 Days with Marketing Automation, Nov 2012

Invest your time creating sharable conversations. When you solve a real

problem, your audience will want to share your ideas with others. And since

97% of buyers say they give more credence to content that includes peer

reviews,*give them something to talk about!

Tip to elevate: Segment your audience and deliver timely solutions to their

business challenges to get your audience talking.

CRAFTING CONVERSATIONS THAT INSPIRE

2. STARTCONVERSATIONS

STEP 2

*Source: DemandGen, 2014 B2B Content Preferences Survey, Jun 2014

We’re all busy, and making time to dive into the depth of available information

can be overwhelming. Give your audience what they need by providing the

content they’re looking for. B2B marketers who successfully deploy lead

nurturing programs average a 20% increase in sales opportunities from

nurtured leads versus non-nurtured leads.*

Tip to elevate: Unleash the full power of automation by guiding and nurturing

your audience down a natural path to your solution.

CRAFTING CONVERSATIONS THAT INSPIRE

3. ENCOURAGEACTION

STEP 3

*Source: DemandGen, Calculating the Real ROI from Lead Nurturing, August 2013

Asking your audience to answer obvious questions and complete long

forms is a turn-off. Keep them coming back by asking questions that

help guide them to the most relevant content. Avoid long forms using

progressive profiling and continually cultivate their experience to keep

their engagement high.

Tip to elevate: Go beyond name and title. Ask questions such as,

‘What brought you to our website today?’ that enable you to deliver

content specific to their needs.

CRAFTING CONVERSATIONS THAT INSPIRE

4. BRILLIANTLYCAPTURE

STEP 4

Last we checked, there’s no “un-send” button. There can be many

contributing factors to email blunders but nothing will prevent future

conversation faster than a bad first connection. Don’t sour the mood

by fumbling your execution. Leave enough time to run through a

comprehensive testing plan.

Tip to elevate: Test your message in multiple email clients and web

browsers to ensure the message is received as expected.

CRAFTING CONVERSATIONS THAT INSPIRE

5. TESTEVERYTHING

STEP 5

Seeking more thoughts on this or other modern marketing topics, go to: https://www.bnj.com/blog/

THANK YOUMarketing automation platforms (MAP) alone won’t create greater

productivity or efficiency but if aligned to your processes the results are

powerful. When tuned properly, these systems become the backbone for

obtaining the best insights and enabling timely, compelling and informed

conversations. The result? A more renewable way to engage, and one

that’s rewarding for your audience too.