best practices marketing automation, lead generation and nurturing
TRANSCRIPT
Best practises in marketing automation for lead generation and nurturingRichard Evans and Adam Sharp@rlevans @CTMadam
B2B buyer decision cycle
Satisfaction
Acknowledgment
Decision
Criteria
Selection
Investigation
Reconsideration
MeasurementSource: R. Jolles
Emerging buying cycle gap ...
Satisfaction5%
Acknowledgment79%
Decision
Criteria
Selection
Investigation
Reconsideration
MeasurementSource: R. Jolles
Emerging buying cycle gap ...
Satisfaction
Acknowledgment
Decision
Criteria
Selection2%
Investigation2-3%
Reconsideration
MeasurementSource: R. Jolles
Emerging buying cycle gap ...
Satisfaction
Acknowledgment
Decision
Criteria
Selection2%
Investigation2-3%
Reconsideration
MeasurementSource: R. Jolles
problem
Emerging buying cycle gap ...
Satisfaction
Acknowledgment
Decision
Criteria
Selection2%
Investigation2-3%
Reconsideration
MeasurementSource: R. Jolles
problem
problem
Emerging buying cycle gap ...
Satisfaction
Acknowledgment
Decision
Criteria
Selection
Investigation
Reconsideration
MeasurementSource: R. Jolles
the opportunity
Executive
Marketing
Sales
Reports
Marketing Automatio
nSoftware
Best practises in marketing automation for lead generation and nurturing
CTMadam
Adam Sharp
Frustrations of a Marketing Leader
10
No business can accurately predict future revenues without complete transparency into both the funnel and the pipe….joined up marketing
Our philosophy
& methodology
Key attributes of joined-up-marketing thinking
12
API
Relevant (Dynamic)Content
Timely too
Why Marketing Automation is an ideal platform…
MA
outbound
inbound
CRM
Capturing the digital behaviour provides clarity of focus
The web as a marketing hub and NOT a passive brochure
Visualising the buyers journey
SMB ‘Worry Free’c.2m units/contacts9 countries7 languages5 routes to purchase
The briefFully automate, integrated systems, integrate ‘drip’ and ‘keep in touch’ campaignsdynamic content & richer experience
Trend Micro
Database
Trend Database
Silverpop FTP Site
CleverTouchData
Transformation
Data manipulated ready for silverpop
Trend FTP SiteData put on to FTP site daily
Silverpop Database
Data uploaded to silverpop for scheduled daily import
New contacts added to Database
POS Segment#1 #4
Welcome Campaign
Time
Default Customer
Communications
Regular Monthly Campaigns
Post Purchase Survey
In Trial Segment#1 #4
Welcome Campaign
Post Trial Activation Segment
Post Purchase Survey
#1 #2
Welcome Campaign
Mid Term Survey Renewal Reminders
Activate - Y
Win Back Campaign
Survey
Activate - N
Ad Hoc Campaigns
#1
#2
#8
Extended Trial Period Campaign
Segment
Campaign Flow/User Journey
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Campaign ‘Trend Dell - Worry Free’
Overview:
1. Extensive use of dynamic content e.g. Time sensitive
2. Automated contact upload and import from Secure FTP site
• From Post-purchase to IMMEDIATE prospect marketing engagement
Dynamic content in automated email
29 Days of Trial Remain 15 Days Remain 3 Days Remain
0 Days Remain 3 Days Since Expiry 7 Days Since Expiry
30 Days Since Expiry
Progressive Profiling on Web (purl)
Dynamic Content (Landing Page)
• Product recommendations based on progressive profiling
• Products/links are all personalised so ROI can be calculated at individual level
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Dynamic Advisor Tool- Dictates which campaign journey (of 5) prospects are taken down, includes send time optimisation.
Nathan
Jane Adam
Results so far• 1000’s prospects entering the marketing journey each week• email open rates average 25%, Germany 35%+• advisor tool completion rates between 26-62%• Click thru from report up to 14%, leading to significant up-sell within
business clients
MA opportunity for Marketing Transformation
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TOOLS
COMMS
SKILLS &CONTENT
INSIGHT BANTAttitude& Aptitude& Analytics
Email platforms& CRM’s
