5 marketing automation myths -- debunked

@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

#marketingmyths

@msweezey

1) It’s a BIG INVESTMENT

#marketingmyths

@msweezey

Half True, but…

#marketingmyths

@msweezey

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

#marketingmyths

@msweezey

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

#marketingmyths

@msweezey

Marketing automation vs.

Marketing Automation

#marketingmyths

@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

@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

@msweezey

2) It’s easy to see results

#marketingmyths

@msweezey

Half True, but…

#marketingmyths

@msweezey

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

#marketingmyths

@msweezey

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

the promised results.

#marketingmyths

@msweezey

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

bad marketing.

#marketingmyths

@msweezey

Read - Marketing Automation for Dummies

Follow – 25 Marketing Automation thought leaders

Watch – Every video your tool produces on best practices

#marketingmyths

@msweezey

3) Email is Email is Nurturing

#marketingmyths

@msweezey

FALSE!!!!!

#marketingmyths

@msweezey

Traditional email is 1:many

#marketingmyths

@msweezey #marketingmyths

@msweezey

Marketing Automation is 1:1

#marketingmyths

@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

@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

#marketingmyths

@msweezey

4) Nurturing is “one size fits all”

#marketingmyths

@msweezey

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

-Pardot research, 2013

#marketingmyths

@msweezey

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

How we engage with Research content.

#marketingmyths

@msweezey

“I just need better segmentation…”

-the girl at the party

#marketingmyths

@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

@msweezey

Nurturing is a highly tactical content delivery method.

#marketingmyths

@msweezey

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

#marketingmyths

@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

3 2 1

3 2 1

3-2-1

#marketingmyths

@msweezey

3 2 1

2

2Secondary CTA

Secondary CTA

STAGE BASED NURTURING CAMPAIGN

#marketingmyths

@msweezey

6) It’s only for marketing.

#marketingmyths

@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.

#marketingmyths

@msweezey

Sales support

#marketingmyths

@msweezey

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

#marketingmyths

@msweezey

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

#marketingmyths

@msweezey

6) Additional resources

#marketingmyths

@msweezey #marketingmyths

@msweezey

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

#marketingmyths