5 marketing automation myths -- debunked

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@msweezey 5 Marketing Automation Myths…DEBUNKED Mathew Sweezey: Author & Evangelist Salesforce.com #marketingmyths

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Page 1: 5 Marketing Automation Myths -- DEBUNKED

@msweezey

5 Marketing Automation

Myths…DEBUNKED

Mathew Sweezey:

Author & Evangelist

Salesforce.com

#marketingmyths

Page 2: 5 Marketing Automation Myths -- DEBUNKED

@msweezey

Mathew Sweezey:

Author & Evangelist Salesforce.com

Marketing Automation for Dummies

Byline for ClickZ.com

B2B marketing Evangelist

Co-Founder Eventide Brewing

#marketingmyths

Page 3: 5 Marketing Automation Myths -- DEBUNKED

@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

#marketingmyths

Page 4: 5 Marketing Automation Myths -- DEBUNKED

@msweezey

1) It’s a BIG INVESTMENT

#marketingmyths

Page 5: 5 Marketing Automation Myths -- DEBUNKED

@msweezey

Half True, but…

#marketingmyths

Page 6: 5 Marketing Automation Myths -- DEBUNKED

@msweezey

2017 Gartner predicts the CMO has the biggest budget in the organization.

#marketingmyths

Page 7: 5 Marketing Automation Myths -- DEBUNKED

@msweezey

SOAll future marketing efforts are going to cost more than they ever did before. So, let’s clear that up.

#marketingmyths

Page 8: 5 Marketing Automation Myths -- DEBUNKED

@msweezey

Marketing automation vs.

Marketing Automation

#marketingmyths

Page 9: 5 Marketing Automation Myths -- DEBUNKED

@msweezey

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.

#marketingmyths

Page 10: 5 Marketing Automation Myths -- DEBUNKED

@msweezey

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.

#marketingmyths

Page 11: 5 Marketing Automation Myths -- DEBUNKED

@msweezey

2) It’s easy to see results

#marketingmyths

Page 12: 5 Marketing Automation Myths -- DEBUNKED

@msweezey

Half True, but…

#marketingmyths

Page 13: 5 Marketing Automation Myths -- DEBUNKED

@msweezey

“Ease of use”Does not mean “No work required”

#marketingmyths

Page 14: 5 Marketing Automation Myths -- DEBUNKED

@msweezey

If you do not invest the time to learn modern marketing techniques, you will not see

the promised results.

#marketingmyths

Page 15: 5 Marketing Automation Myths -- DEBUNKED

@msweezey

If you do not put in the work up front, you will automate

bad marketing.

#marketingmyths

Page 16: 5 Marketing Automation Myths -- DEBUNKED

@msweezey

Read - Marketing Automation for Dummies

Follow – 25 Marketing Automation thought leaders

Watch – Every video your tool produces on best practices

#marketingmyths

Page 17: 5 Marketing Automation Myths -- DEBUNKED

@msweezey

3) Email is Email is Nurturing

#marketingmyths

Page 18: 5 Marketing Automation Myths -- DEBUNKED

@msweezey

FALSE!!!!!

#marketingmyths

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@msweezey

Traditional email is 1:many

#marketingmyths

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@msweezey #marketingmyths

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@msweezey

Marketing Automation is 1:1

#marketingmyths

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@msweezey

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

Page 23: 5 Marketing Automation Myths -- DEBUNKED

@msweezey

Marketing Automation is tactical.

#marketingmyths

Page 24: 5 Marketing Automation Myths -- DEBUNKED

@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

#marketingmyths

Page 25: 5 Marketing Automation Myths -- DEBUNKED

@msweezey

4) Nurturing is “one size fits all”

#marketingmyths

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@msweezey

77% of B2B buyers want content tailored to the stage they are in.

-Pardot research, 2013

#marketingmyths

Page 27: 5 Marketing Automation Myths -- DEBUNKED

@msweezey

Daily content consumption. Usually is Learn and Escape. Happens across all media channels.

How we engage with Research content.

#marketingmyths

Page 28: 5 Marketing Automation Myths -- DEBUNKED

@msweezey

“I just need better segmentation…”

-the girl at the party

#marketingmyths

Page 29: 5 Marketing Automation Myths -- DEBUNKED

@msweezey

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

#marketingmyths

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@msweezey

Nurturing is a highly tactical content delivery method.

#marketingmyths

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@msweezey

Daily content consumption. Usually is Learn and Escape. Happens across all media channels. How we engage with Research content.

#marketingmyths

Page 32: 5 Marketing Automation Myths -- DEBUNKED

@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

Page 33: 5 Marketing Automation Myths -- DEBUNKED

@msweezey

3 2 1

3 2 1

3-2-1

#marketingmyths

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@msweezey

3 2 1

2

2Secondary CTA

Secondary CTA

STAGE BASED NURTURING CAMPAIGN

#marketingmyths

Page 35: 5 Marketing Automation Myths -- DEBUNKED

@msweezey

6) It’s only for marketing.

#marketingmyths

Page 36: 5 Marketing Automation Myths -- DEBUNKED

@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

Page 37: 5 Marketing Automation Myths -- DEBUNKED

@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.

#marketingmyths

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@msweezey

Sales support

#marketingmyths

Page 39: 5 Marketing Automation Myths -- DEBUNKED

@msweezey

C.F.L.Reads contract date, set and adds to nurturing campaign which begins 90 days before expiration.

#marketingmyths

Page 40: 5 Marketing Automation Myths -- DEBUNKED

@msweezey

Keep in TouchSupport ticket closes, automatically add to two-email drip campaign asking how it was. 3 days later for review.

#marketingmyths

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@msweezey

6) Additional resources

#marketingmyths

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@msweezey #marketingmyths

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@msweezey

Thank you!Now, let’s get to questions…

#marketingmyths