SMASH - Marketing Automation 101 for Senior Care
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Transcript of SMASH - Marketing Automation 101 for Senior Care
Marketing Automation 101 Easy as 1,2,3 Presented by Mathew Sweezey SMASH– 2016
@msweezey
ABOUT ME Mathew Sweezey
Principal of Marketing Insights Salesforce
Author of
• Marketing Automation for Dummies (2013) Wiley
• Context Revolution (2017) Harvard
Marketing automation is: the ability to dynamically craft a single experience for a specific person at a
specific time “
Numero unoStep
Marketing must be personalized across all channels, and contextual to the moment. This means a minimum of the following connected systems: • CRM (system of record) • Marketing Automation (system of engagement)
• Website (owned engagements)
Connected Systems
Marketing Sales
Service
Single Customer View allows for contextual experiences to be automated on any connected channel.
Automation Platform (s) CRM
System of relevance
Allows for plug and play integrations with other apps who use data, and add to data.
Website Product API
Supports direct integration into your products and website for dynamic in product experiences, and bi directional data flow.
Email is the unique identifier between page views and the individual • Page Views • Clicks • Forms they have completed • Allows for segmentation by interest
Java Script
Forms are how you get the email address. Form using progressive profiling are the best in class.
Forms
Each persons full interest, interaction with every marketing asset, and the ability to run real time automated programs based off of their interest.
You Get:
Each persons full interest, interaction with every marketing asset, and the ability to run real time automated programs based off of their interest.
You Get:
Each persons full interest, interaction with every marketing asset, and the ability to run real time automated programs based off of their interest.
You Get:
What is now possible
Dynamicrelevanceacrossemail,web,and
mobileexperiences.
Relevance At Scale
Theonlywaytoscalerelevancewithinyour
businessesistouselogicbasedoffofbehaviors,CRMdata,anddesired
paths.
• If not back to website in 30 days, then move to new nurturing program.
• If lead is cold, and, add to new nurturing campaign.
• If sales has had no contact after 20 days, send follow up email.
Examples: of Possiblities
Number twoTip
Email can be Hyper targeted
@msweezey
“A” or “B” How do you download content?
@msweezey
We batch research
Based on how easy it is to find and consume content we now naturally do it in large batches. Once again this is a learned behavior and something which is a new buyer behavior. If we can understand this we can now start to optimize for greater content conversions when someone is on our site.
@msweezey
Daily content consumption. Usually is Learn, and Escape. Happens across all media channels.
How we engage with Research content.
Batch Research Defined
@msweezey
GIRL AT THE PARTY Stage based marketing is understanding people will only engage with content relevant to their stage.
@msweezey
Stage Based Marketing
Subject Lines
@msweezey
• Thought you might like this • Did you get a chance to see this yet?
STAGE ONE SUBJECT LINES 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 purpose. Don’t use keywords or the schools name.
@msweezey
• New Case Study: Show casing MIT people in the work force
• Connecting you with John, CMO from XYZ, MIT Alumni
STAGE TWO SUBJECT LINES
The goals is to help them social proof that they are making a good decision. Only use one keyword, or the schools name. Not both.
@msweezey
• MIT MBA Salary Reports • MIT Ranks Top in MBA Leader Report Okay to use Keyword and Schools Name
STAGE THREE SUBJECT LINES
The goals is to get them to deeper content to get them to convert. They are likely deciding between multiple schools if they are serious.
@msweezey
Email can be hyper Targeted to
A buyers point in time
Number ThreeTip
Re-think what email marketing is and can be
@msweezey
68% of all emails Are opened on
A mobile device. “-marketing land
Of marketers say it takes 2-5 weeks to create a piece
of content.
42%Of marketers say it takes more than 7 weeks to create a piece of content.
1/3
1hAp://www.techvalidate.com/blog/2013-content-markeIng-research-Ime-spent-creaIng-content-2892
@msweezey @msweezey
Anything with a URL is a piece of content you can
send via email.
@msweezey
@msweezey
@msweezey
Example\
This email took less than 2 minutes to
create
John, Have you meet Dr Robertson yet? She writes for Forbes. Check out her last article, I think you’ll like it The New World of Business. Best, Mathew
@msweezey
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..
better emails GET MORE CONVERSIONSB2B EMAILS SHOULD BE SHORT, RICH TEXT, AND BE HELPFUL to increase content conversions
The goal is the link Click – from there you can
track other behavior “-marketing land
Number FourTip
Increase emails value By writing like
A human
@msweezey
Our job isn’t to be pretty. It’s to be effective. “
@msweezey
We only read 20% of any email sent to us – so cut 80%
of it out
RICH TEXT is authentic I can not hand code HTML
and never have. So if I sign an email which is fully
formatted HTML it’s obviously an automated
email.
RICH TEXT is how humans write emails to each other. Short, to the point, and with
out formatting.
@msweezey
David,DidyouseethisarIclefromNYTIMESfeaturingProfessorKeith?Bit.ly.w23fse.comBest,JillProgramDirector,SloanSchoolofManagement
1 5 t h l a r g e s t b a n k I n t h e U N I T E D S TA T E S D I D A S I D E B Y S I D E w i t h H T M L v R I C H - >
INCREASED ENGAGEMENT
BY 4x @msweezey
Number FiveTip
Email can increase Pipeline maturation
With secondary CTA’s
The benefits of Nurturing BusinessesusingmarkeIngautomaIontonurtureprospectsseea451%increaseinqualifiedlead–SiriusDecisions451%
Companiesthatexcelatleadnurturinggenerate50%moresalesreadyleadsat33%lower
cost.33%
Companies who use lead Nurturing close deals
34% faster. “
@msweezey
Email nurturing’s real goal is
MOVE TO NEXT STAGEt o g e t t h e m t o a s k t h e n e x t q u e s t i o n
@msweezey
Example\
The first call to action is relevant to them at the moment.
Secondary call to action is for the next stage in the
buying cycle.
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
@msweezey
If you break your white papers up into buyers stages then your white paper is more likely to appeal to a person in a specific stage. Remember you can’t tell which parts they read, just what they download.
Pro Tip: Stage Based Content
Breakyourcontentupintostages,andthenlistthemonthesidebarofyoursite.Peoplewillselfselectintotheonewhichisimportanttothem.Nowyouknowtheirstageinthebuyingcycle.
Pro Tip: Choose your
own adventure
Number SixTip
automation Opens up the idea
Of plays
How many pitches can a Mlb pitcher throw?
How many batters will
They face?
Problem/Goal TypeofDripProgram
ColdDatabase 3-2-1
AutomateLeadNurturing Stage-SpecificDrip
EventPreandPostFollow-ups Event-SpecificDrip
ColdMarkeIngLeadDrip 3-2-1
ColdSalesLeadDrip StraightDrip
CompeIIveDrip StraightDrip
LostDealDrip StraightDrip
50% of high performing marketers Use email onboarding
campaigns. Less than 1% of underperforms do.
“@msweezey
ON-BOARDING ONCE YOU KNOW THEIR STAGE
S U B J E C T L I N E S Keep them consistent, so they are
easy to search for in an inbox.
C O P Y This should be an action based
program. Link to a video per day, or a
task a day.
C TA Good action items are:
• Follow us on Twitter
• Watch this video
• Read this article
• Join this group on Linkedin
T I M I N G An email a day or every 3 days is fine.
This will depend on the goal, and
other triggers you have set up.
These campaigns are designed to nurture their current interest and move them
along to the next stage.
J o i n T h i s G r o u p
F o l l o w u s o n Tw i t t e r
1 Day Pause
W a t c h t h i s V i d e o
1 Day Pause
1 Day Pause
They are added to the campaign automatically by using a custom field,
“New Employee”, etc.
DIAGRAM
@msweezey
STAGE BASED ONCE YOU KNOW THEIR STAGE
S TA G E S P E C I F I C The Subject line must be stage
specific.
C O P Y Keep it short, as they will only read
20% of your email anyway.
C TA Call to action should be high up in the
email and to a CTA relevant to that
stage.
T I M I N G Feel free to mix up the timing, so that
emails do not come at the same time
and the same day. This will help make
them appear genuine.
You should then nurture the interest with the goal of allowing them to move them
selves forward when they wish.
S t a g e 2 targeted email
S t a g e 2 targeted email
S t a g e 2 targeted email
3 Day Pause
7 Day Pause
9 Day Pause
Added to campaign based on score, engagement with content, or from
3-2-1
DIAGRAM
@msweezey
3-2-1 THE WHAT AND HOW OF THE
R E V E R S E O R D E R So you attack the most sales ready,
and the demo with the shortest
timeframe first.
S E L F S E L E C T People will only engage with the email which is
relevant to their stage. Self identifying.
S E T S You send three emails in a set. One
email targeted to each stage. Then
pause for a longer period of time.
E X I T U P O N E N G A G E M E N T
Once they engage you should then
exit them onto the correct stage
based drip.
The 3-2-1 nurturing campaign is designed to help you identify a person’s stage
without any prior knowledge or engagement.
Think to use this when you have a list from a tradeshow.
6 Day Pause
6 Day Pause
9 Day Pause
S t a g e 3 targeted email
S t a g e 2 targeted email
S t a g e 1 targeted email
R E P E AT S E T
Added to campaign from list or automated trigger.
DIAGRAM
Lead Nurturing Wins Usingthe3-2-1techniqueofleadnurturingeCornellhasbeenabletoseeamazing
results.ConverIng50%ofallsalesqualifiedleadswhoarenurturedintonewcustomers.
eCornell Lead Program IstheonlinebranchoftheIvy
LeagueCornellUniversity.Theyareresponsiblefor
drivingalltrafficandproduce5,000leadspermonth.Mostly
paidsearch.
16X Higherconversionrateonleadswhohavebeennurturedvsthosewhohavenot.Givingthemthesinglebiggestincreaseinleadsfromanyothermethod.
Number 7Tip
Lead Scoring
Lead Scoring Formula
1. It’s never perfect, 2. Start with 100 as
being sales ready. 3. Keep testing. 4. Ask Customers
3 things to keep in mind – IT’s not rocket science so don’t make it
Number EightTip
7xYou have 1 hour Harvard found that companies who contact a
lead with in 1 hour of interest have a 7X greater chance of qualifying the lead, than those who
follow up after 1 hour. hAps://hbr.org/2011/03/the-short-life-of-online-sales-leads
Follow up
Trust Marketersdonothavethecorrecttools,ortheabilitytoknowwhathappenswithleadsoncetheypassthemover.Thismeanstheyhavetorelyonsaleswithoutanyoversight,orrecourse.
SalespeopletendtofeeltheleadtheyreceivefrommarkeIngare
crap.Thismeanstheydon’tfollowupbecausetheydon’ttrustthem.
The Two reasons you don’t have speed in your sales process
Trust MarkeIngautomaIononlypassesoverleadswhoaretherightfit.This
meansdothefityourexactpersona.
Trust MoreimportantthanWHOtheyareiswhathavetheydone.Thisis
intent.WetrackallbehaviorstoideitnfythehoAestleadsinreal
Ime.
Real time notifications SalesthengetsinstantnoIficaIonsof
anyleadtheyareworkingwithandtheirengagementwithmarkeIng.
Sales Nurturing Programs • ColdLeadProgram• CompeIIveHomesProgram• 6Monthfollowup• CareSpecificprograms
Follow up
SALES NURTURE WRITE HERE SOMETHING
U S E T H E I R T E M P L AT E S Get your top sales persons’
templates.
C A D E N C E Ask what their follow up cadence is,
and do the exact same.
R I C H T E X T O N LY None of these emails should use full
formatted HTML. Sales people don’t
write HTML.
S H O R T & P O I N T E D KEEP them very short. They should
not be promotional, but rather
relational.
These should be built in conjunction with your sales team.
@msweezey
You will have to train your sales team
on how to use these new nurtures.
You should have them set up for
specific goals, scenarios, and
timeframes.
T R A I N I N G Pick a pilot team of your 3 best sales
people who you worked with to create
the campaign. Give them 1 month
before everyone else.
P I L O T T E A M
If you do not get buy in from the senior
and most successful sales people
first,
nobody else will use it.
B U Y I N If it takes them an extra step, they
won’t
use it. It must remove work from their
day, not add to it. Look to work with
them to design them to auto add to
campaigns.
E A S Y I S T H E G O A L
Have three campaigns only to start.
• 60 Day No Contact Drip
• 90 Day Cold Lead Drip
• Competitive Drip
3 T O S TA R T
You should mix up a lot of 3rd person
content with 1st person content.
Consider simply using Tweets,
Introducing People, Introducing Blogs,
etc.
C O N T E N T
SALES NURTURE WRITE HERE SOMETHING
U S E T H E I R T E M P L AT E S Get your top sales persons’
templates.
C A D E N C E Ask what their follow up cadence is,
and do the exact same.
R I C H T E X T O N LY None of these emails should use full
formatted HTML. Sales people don’t
write HTML.
S H O R T & P O I N T E D KEEP them very short. They should
not be promotional, but rather
relational.
These should be built in conjunction with your sales team.
You will have to train your sales team
on how to use these new nurtures.
You should have them set up for
specific goals, scenarios, and
timeframes.
T R A I N I N G Pick a pilot team of your 3 best sales
people who you worked with to create
the campaign. Give them 1 month
before everyone else.
P I L O T T E A M
If you do not get buy in from the
senior and most successful sales
people first,
nobody else will use it.
B U Y I N If it takes them an extra step, they
won’t use it. It must remove work from
their day, not add to it. Look to work
with them to design them to auto add
to campaigns.
E A S Y I S T H E G O A L
Have three campaigns only to start.
• 60 Day No Contact Drip
• 90 Day Cold Lead Drip
• Competitive Drip
3 T O S TA R T
You should mix up a lot of 3rd person
content with 1st person content.
Consider simply using Tweets,
Introducing People, Introducing Blogs,
etc.
C O N T E N T
conclusionsBig
• Email is the center of the entire marketing life cycle
• Email is best when human • HTML isn’t the best in class email anymore • Email programs scale businesses efforts • Social Media + Email drives engagement • Best in class uses email automation for
both internal, external, and partners