Marketing Automation Basics: SMASH Conference breakout session

@msweezey
Marketing
Automation
The step by step future of
moving your marketing in to
the infinite future.

@msweezey
WHAT
There are more marketing tools than we care to count
these days, and marketing automation is not a new tool,
but a new way of creating relevant relationships at scale.

@msweezey
Marketing
Automation is…
(something
totally
new,
I
promise)

@msweezey
Marke7ng
automa7on
begins
with
having
full

behavioral
data
on
a
single
person.
This
is

collected
via
your
marke7ng
interac7ons
with

them.

Complete
Visibility

@msweezey
Automa7ons
are
If/Then
statements
which
allow

for
dynamic
ac7ons
to
happen
with
out
human

interac7on.
Think
of
these
as
automated

workﬂows
driven
oﬀ
of
individual
consumer

behavior.

Automations

@msweezey
Repor7ng
also
become
persona
on
a
one
to
one

basis.
So
you
can
track
a
person
speciﬁcally
as

they
move
through
the
funnel.
Allowing
new
ways

of
valuing
your
marke7ng
to
take
place.

Reporting

@msweezey
This can get “Creepy” fast
WARNING:

@msweezey
Gallop research finds that
advertising practitioners are the 4th
most distrusted profession in their
2013 study.
Always be
Authentic

@msweezey
Modern Tools
You
must
have
a

modern
set
of
tools

before
you
can
begin

with
marke7ng

automa7on.
This
can

mean
many
diﬀerent

things.

01

@msweezey
You will have to have a CRM, and
depending on the tool also a
marketing automation tool which
will connect to it.
System of
Relevance
Marketing
Sales

Service

Single Customer
View
Automation Platform (s) CRM
Allows for plug and
play integrations
with other apps who
use data, and add
to data.

@msweezey
I suggest you use a “Hub and
Spoke” model which allows you to
add new tools when you need them,
and allows for “Best of Breed”.
Stack vs
Hub and Spoke
Marketing
Sales

Service

Single Customer
View
Automation Platform (s) CRM
Allows for plug and
play integrations
with other apps who
use data, and add
to data.

@msweezey
Your website will need to have 2 points
of integration. Your forms, and .JS
(javascript). These are both copy and
paste into your existing site.
Owned Media
Channels

@msweezey
You will still use the same tools for
posting to social channels and
buying paid media.
Paid and Earned
Media Channels
URL: Universal Reference Locator
Your Marketing Automation tool connect to all content via URL’s.
They will also create them for you. You then share these on any
channel and can track the engagement on any channel.

@msweezey
Modern Email
We
must
learn
to
adapt

our
current
marke7ng

tools
and
tac7cs
to
the

modern
buyers
needs.

Historical
marke7ng

methods
will
not
scale

in
the
future.

02

@msweezey
66% Of EmailsAre opened on a mobile device

@msweezey
“Consumers want honest and authentic
experiences”
-Joseph Pine II
Author of the Experience Economy, Authenticity, & Infinite Possibilities

@msweezey
Daily
content
consump7on.
Usually
is
Learn,
and

Escape.
Happens
across
all
media
channels.

How
we
engage
with
Research
content.

Girl at the Party Story

@msweezey
Stage Based Marketing
Subject Lines!

@msweezey
This
means
do
not
use
your
keyword,
or
your
brand
in
stage

one
emails.
These
are
clear
signs
you
are
sending
a

marke7ng
email,
and
not
something
which
is
relevant
to

the
consumer
at
that
7me.

Stage One
NO/NO
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 job better. Or empower
them at their purpose.

@msweezey
This
means
you
can
use
either
keyword,
or
your
brand
in

stage
two
emails.
It
is
likely
if
they
are
in
stage
two
one
of

these
two
things
is
relevant
to
them.

Stage Two
Yes/No
The goal is to empower them with ammo to
help make their point with other people
with in the buying group. We call this
“Social Proof”

@msweezey
This
means
it
is
okay
to
use
both
keyword
and
brand
in
the

subject
line
of
the
email.
This
is
the
only
7me
both
of
these

are
relevant
to
a
person.
Any
7me
outside
of
stage
three

these
are
disqualiﬁca7on
factors.

Stage Three
Yes/Yes
The goals is to show why your tool/
product/solution is the best. This is when
you break out the big guns, and share
buyers guides, and pricing information.

@msweezey
Stage Based Marketing
Email Copy!

@msweezey
David
Oglivy
once
said,
“He’s
the
best
copy
writer
in
the

world.
That’s
why
I’ve
got
him”.
Remember
80%
of
your

email
copy
is
not
read,
and
people
vary
rarely
even
“Read”

anymore.
It’s
mostly
scanning.

Get to the
point
“Most marketers write like
engines. They take a while to
start up, then they get running.
Just start off running.”

@msweezey
2x-4x increaseIn content conversions when using
Rich text vs full HTML in nurturing
emails.

@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..
Modern Humans Scan Emails
B2B EMAILS SHOULD BE SHORT, RICH TEXT, AND BE HELPFUL to increase content conversions

@msweezey
The
buying
cycle
has
increased

and
consumers
are
now

engaging
with
more
content

than
ever
before.
The
only
way

to
scale
one
to
one
rela7onships

are
thought
journeys.

Nurturing
03

@msweezey
451% increase in
ConversionsFor leads who were nurtured
vs those who were not.
(Gleanster Research)

@msweezey
What should trigger Nurturing
1.  Time (or lack of)
2.  Lead Score
3.  Field in CRM
4.  Behavioral Actions

@msweezey
Lead Goes to
Pricing Page
Marketing
Automation
•  They
have
not
been
back
to
your
website
in
(x
Days)

•  They
have
not
converted
to
the
next
stage

•  Not
all
leads
are
“Leads”
so
be
careful

Read this data point from

•  Decrease
lead
score

•  Change
their
status

•  Remove
as
prospect

Lead Score

•  Add
to
a
“Cold
Lead”
drip

•  Remove
from
drip
when

engagement
happens

•  Drip
is
very
light
touches

Automation
+

This is the beauty!
It scales.

@msweezey
Goals
Providing
relevant
informa7on
to

customer
over
the
en7re
lifecycle
is

cri7cal.

Problem/Goal Type
of
Drip
Program

Cold
Database
3-‐2-‐1
Automate
Lead
Nurturing Stage-‐Speciﬁc
Drip
Event
Pre
and
Post
Follow-‐ups Event-‐Speciﬁc
Drip
Cold
Marke7ng
Lead
Drip 3-‐2-‐1
Cold
Sales
Lead
Drip Straight
Drip
Compe77ve
Drip Straight
Drip
Lost
Deal
Drip
Straight
Drip

@msweezey
READ
WARNING: Begin at the beginning
of the book and understand how to
think about automations first. It’s
easier to build them correctly than fix
broken systems.
Your homework is to read this book before you
begin with marketing automation. If not you
will end up calling a consultant to fix the
problems you created.

@msweezey
Lead Nurturing Wins
Using the 3-2-1 technique of
lead nurturing eCornell has
been able to see amazing
results. Converting 50% of
all sales qualified leads who
are nurtured into new
customers.
eCornell Lead Program
Is the online branch of the
Ivy League Cornell
University. They are
responsible for driving all
traffic and produce 5,000
leads per month.
16X
Higher conversion rate on leads
who have been nurtured vs
those who have not. Giving
them the single biggest increase
in leads from any other method.

@msweezey
Lead Scoring
Gartner
predicts
by
2017
the

CMO
will
over
take
the
CIO
in

their
ﬁght
for
the
largest
IT

budget
in
the
company.
This

trend
is
a
direct
representa7on

of
the
need
for
marke7ng
to

keep
up
with
a
longer
sales

cycle,
manage
more
channels,

and
technology
as
a
solu7on
to

these
issues.

04

@msweezey
Lead Score
Formula
This formula will diagram exactly how to set
up a lead score that will be valued by both
marketing and sales. Failure to do this with out
consulting sales will result in continued
distrust of the leads you pass them.

@msweezey
Optimal Score = 100Make a sales ready person 100. It just
makes for easy math.

@msweezey
Forms
You’ll
need
to
use
forms

on
your
website
to
get

people
to
convert
into

your
audience.
There

are
things
you
need
to

know
about
modern

forms.

04

@msweezey
Only three
questions
68% of people lie on forms when
asked custom questions. If you limit
your questions to 3 you will increase
your engagement rates.

@msweezey
Progressive
proﬁling
Seth Godin in his 1999 best seller, “Permission
Based Marketing” suggest you never ask the
same question twice. Marketing automation
allows this via “Progressive Profiling”

@msweezey
Modern Content
You’ll
need
to
use
forms

on
your
website
to
get

people
to
convert
into

your
audience.
There

are
things
you
need
to

know
about
modern

forms.

05

@msweezey
Purpose is
“Contextual”So depending on their state
of mind may depend on the
purpose they are trying to
fulfill. This changes by the
second, and must be
understood for automations
to have a net positive effect.

@msweezey
Escape!People wanting to escape will lean on self discover on social
channels. They are looking to escape their work, life, job,
and take a short break. No barring on sales readiness.

@msweezey
Read this article for more on creating humor in your content: http://
www.clickz.com/clickz/column/2389218/create-better-content-via-humor
Kronos Case Study
Kronos, a workforce
management software
company, uses a weekly
comic to engage with their
audience. Their comics are
consistently shared on
LinkedIn two to 10x more
than their corporate blog
posts.

@msweezey
Discover!People want to learn and discover new things all the
time. But this does not mean you have to create more
content for this. Learn to use existing content to help
ease the content burden.

@msweezey
Lead Conversion
Your
leads
may
be
cold

because
you
don’t
know

how
to
convert
them
to

the
next
stage
in
the

buying
cycle.

06

@msweezey
This
Is
the
old
way
of
thinking
about

conversion.
How
do
we
make
content,

and
drive
people
to
it.
Now
we
take
a

new
approach
with
dynamic
journeys.

Static
Websites

@msweezey
Companies
using
predica7ve
content

on
average
are
seeing
an
increase
in

revenue
by
15%.

Dynamic Content
Dynamic
content
suggests
the
best

next
piece
of
content
given
set

algorithms
of
most
likely

engagement.

Owned Experiences
Crea7ng
customized
experiences

also
needs
to
happen
both
on
your

website
and
via
the
email
content.

+15%
Revenue

@msweezey
Choose Your
Own Adventure
This
is
how
you
nurture
leads
on
your

website
and
provide
a
relevant,
and

contextual
informa7on.
Oﬀers
change

based
on
their
stage
to
be
relevant.

( These are Dynamic Content)

@msweezey
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

STAGE 3 CTA
STAGE 2 CTA
Choose Your
Own Adventure
This
is
how
you
use
Choose
Your
Own

Adventure
in
email.
By
allowing
people

to
self
select
into
content
you
gain
the

insights,
and
they
gain
trust.

@msweezey
Gartner
predicts
by
2017
the

CMO
will
over
take
the
CIO
in

their
ﬁght
for
the
largest
IT

budget
in
the
company.
This

trend
is
a
direct
representa7on

of
the
need
for
marke7ng
to

keep
up
with
a
longer
sales

cycle,
manage
more
channels,

and
technology
as
a
solu7on
to

these
issues.

Sales + Marketing
07

@msweezey
Lazy
Crap
The
majority
of
marketers
feel
their
sales

people
are
Lazy
because
they
do
nothing

with
the
leads
which
are
passed
over
to

them.

Salespeople
tend
to
feel
the
lead

they
receive
from
marke7ng
are

crap.

This
causes
major
distrust

between
marke7ng
and
sales.

@msweezey
Sales
Automations
Real time notifications
Sales
then
gets
instant
no7fica7ons
of

any
lead
they
are
working
with
and

their
engagement
with
marke7ng.

Sales Nurturing Programs
The
biggest
benefit
to
the
sales
and
marke7ng
program
are

sales
automa7ons
from
Pardot.
Giving
businesses
the
ability
to

generate
leads,
iden7fy
them,
and
close
them
faster.

One
click
nurturing
allows
sales
to
then

nurture
those
leads
who
are
not
ready

buy.

@msweezey
Salespeople Are people
And some of them are SMART!
Marketers
PLEASE REMEMBER:

@msweezey
Begin with
Their emails
Look
at
their
sent
emails
to
see
how
they
phrase

things.
Speak
with
them
and
learn
what
they
know

about
emailing
prospects.
They
know
a
lot
more
than

you
may
be
giving
them
credit
for.

@msweezey
Follow their
Cadence
Then
ask
them
how
they
want
their
leads
to
be

followed
up
with,
or
how
they
currently
follow
up
with

them.
Your
smart
reps
will
have
a
cadence
they
follow.

You
should
use
the
same
cadence.

@msweezey
Train them on
How and when
If
you
fail
to
train
them
they
will
not
use

the
tools,
or
not
use
them
correctly.
If

you
do
not
get
their
input
they
will
not

use
them
at
all.

@msweezey
Agile Execution
You’ll
need
to
use
forms

on
your
website
to
get

people
to
convert
into

your
audience.
There

are
things
you
need
to

know
about
modern

forms.

08

@msweezey
Place your pin on the blue dot. Your goal will be to close
your eyes and then draw a straight line to the red dot. Stop
when you get there.

@msweezey
Your line probably looks like this.

@msweezey
Now try again, but feel free to stop when ever you want.
Leave your pen on the paper, and open your eyes.
Recalibrate, close your eyes then continue to draw your
line. Take as many stops as you want.

@msweezey
Your second line probably looks like this.

@msweezey
Agile
Theory
Small
and
frequent
itera7on
is
the
key
to
success
when
you
operate
in

dynamic
environments.
Our
marke7ng
enjoinment
is
dynamic
since
our

consumer,
and
channels
are
constantly
changing.
Technology
also
has

now
caught
up
to
a
place
where
instant
itera7on
is
possible.

User Stories
MVPReview
Execute

@msweezey
User
Stories
What is their role with the customer?
What responsibilities do they have?
What issues do they face?
What do they want to learn?
User Stories
MVPReview
Execute

@msweezey
MVP
Minimum Viable Product: What is smallest way you
can provide value to your core consumer. This is your
minimum viable product. Create this, then learn how
to improve it.
User Stories
MVPReview
Execute

@msweezey
Review
You need to have baselines to compare things to.
Industry baselines will not help you much. Instead
look at your own internal numbers. Better not best is
what you should shoot for.
User Stories
MVPReview
Execute

@msweezey
Pick up
The Phone
Was the content you engaged with helpful?
How can it be better?
What was the best thing you’ve found?

@msweezey
WRAP UP
Marketing automation is the way to
build a scalable, sustainable, and
valuable marketing future. It also is the
only way you can provide the type of
relationship your modern buyer
demands.

@msweezey
Thank you
If you enjoyed it let me know
@msweezey

Marketing Automation Basics: SMASH Conference breakout session

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Marketing Automation Basics: SMASH Conference breakout session