5 marketing automation myths -- debunked
TRANSCRIPT
@msweezey
5 Marketing Automation
Myths…DEBUNKED
Mathew Sweezey:
Author & Evangelist
Salesforce.com
#marketingmyths
@msweezey
Mathew Sweezey:
Author & Evangelist Salesforce.com
Marketing Automation for Dummies
Byline for ClickZ.com
B2B marketing Evangelist
Co-Founder Eventide Brewing
#marketingmyths
@msweezey
5 Myths Debunked
• It’s a big investment
• It’s easy to see results
• Email is email is nurturing
• Nurturing is “one size fits all”
• It’s only for marketing
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1) It’s a BIG INVESTMENT
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Half True, but…
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2017 Gartner predicts the CMO has the biggest budget in the organization.
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SOAll future marketing efforts are going to cost more than they ever did before. So, let’s clear that up.
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Marketing automation vs.
Marketing Automation
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Marketing automation With a lowercase “a” can be anything from integrating your MailChimp email to your WordPress site, to using a single point solution just to build your new landing pages. These tools are usually less than $100 per month.
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Marketing Automation With a captial “A” refers to a full platform of tools. These solutions can range from a few hundred per month to many thousands per month. They are usually the next step, once you have reached a certain level of sophistication.
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2) It’s easy to see results
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Half True, but…
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“Ease of use”Does not mean “No work required”
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If you do not invest the time to learn modern marketing techniques, you will not see
the promised results.
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If you do not put in the work up front, you will automate
bad marketing.
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Read - Marketing Automation for Dummies
Follow – 25 Marketing Automation thought leaders
Watch – Every video your tool produces on best practices
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3) Email is Email is Nurturing
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FALSE!!!!!
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Traditional email is 1:many
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@msweezey #marketingmyths
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Marketing Automation is 1:1
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John,
I thought you’d like these 10 tips on
nurturing. It was written by
LenoxSoft, one of our clients.
Best,
Mathew
Subject Line: I thought you’d like
to check this out.
From: Mathew Sweezey
• RICH Text, not HTML
• Only 2 hyperlinks
• No salutation
• No signature box
They choose their own adventure
as to which content we should
send them next.
#marketingmyths
@msweezey
Marketing Automation is tactical.
#marketingmyths
@msweezey
John,
I thought you’d like these 10 tips on
nurturing. It was written by Lenoxsoft,
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 2 CTA
STAGE 3 CTA
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@msweezey
4) Nurturing is “one size fits all”
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77% of B2B buyers want content tailored to the stage they are in.
-Pardot research, 2013
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Daily content consumption. Usually is Learn and Escape. Happens across all media channels.
How we engage with Research content.
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“I just need better segmentation…”
-the girl at the party
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Help them do their
job better
Personal,
non-branded content.
It is not about you, so
do not talk about you.
Subject line: No/No
Get buy-in from the
team
Branded content is
okay. Social proof is
critical at this stage.
Subject line: No/Yes
Select vendor
It’s not about you, so
talk yourself up. This
is when comparison
charts come in
handy.
Subject line: Yes/Yes
Stage 1 Stage 2 Stage 3
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Nurturing is a highly tactical content delivery method.
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Daily content consumption. Usually is Learn and Escape. Happens across all media channels. How we engage with Research content.
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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 Marketing Lead Drip 3-2-1
Cold Sales Lead Drip Straight Drip
Competitive Drip Straight Drip
Lost Deal Drip Straight Drip
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3 2 1
3 2 1
3-2-1
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3 2 1
2
2Secondary CTA
Secondary CTA
STAGE BASED NURTURING CAMPAIGN
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6) It’s only for marketing.
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@msweezey
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 Marketing Lead Drip 3-2-1
Cold Sales Lead Drip Straight Drip
Competitive Drip Straight Drip
Lost Deal Drip Straight Drip
#marketingmyths
@msweezey
Lost DealAfter opportunity field is updated, contract date is set, campaign is set to begin 60 days before renewal. Schedules takes for account owner to reach back out at the beginning of the campaign.
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Sales support
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C.F.L.Reads contract date, set and adds to nurturing campaign which begins 90 days before expiration.
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Keep in TouchSupport ticket closes, automatically add to two-email drip campaign asking how it was. 3 days later for review.
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6) Additional resources
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@msweezey #marketingmyths
@msweezey
Thank you!Now, let’s get to questions…
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