Use Case & Best Practices

Marketing Automation Tool

Marketing Automation Conference, Montreal, June 16th, 2016

Incloud: Business Transformations Experts

“ We transform businesses of all sizes with Salesforce technologies”

GoldConsulting Partner

Incloud: Masters of all Salesforce’s Clouds

Sales CloudService Cloud

Community Cloud

Wave Analytics

App Exchange

Pardot

Strategic Consulting

Implementation

Integration

Support & Evolution

Development Center

One Tool to Rule them all

CRM

EmailCampaigns

LandingPages

Events Social Google Marketing Tools KPI

Orchestrate your Campaigns from Visitors to Opportunities

Visitors Prospects Leads Opportunity

CRM

Organic Search Adwords Drip Email Conference

Action: Visit your website Click on PPC ad and download an E-book

Open & click on a personalized

email

Register and attend a conference

Become a Marketing

Qualified Lead

Become an Opportunity

Analyze anonymous visitor InformationGather personal information

Segment audienceRun personalized campaigns

Run upsell or renewal campaigns

Driving Attendees to this Event, easy as A, B, C

One to one emails

Drip Program

Social Media

Registration Confirmation

Event reminder

Post event follow up

Automated Emails

Registration Page

English / French

A B C

Week #1 Week #2 Week #3 Week #4 Week #5

Planning this Event Marketing Campaign

Advertising

One to one emails

13 2455

87 97Registration #

All prospects

Teaser contentInvitation 2

Teaser contentInvitation 3

What was our most Effective Channel?

Google Ad6%

Linkedin5%

Evenbrite7%Linkedin ad

4%

One to one Emails13%

Pardot Emails33%

Incloud Drip Emails31%

97 Registrants

Best Practices for each Stage of your Sales Cycle

Lead Generation

Lead Nurturing

Email Marketing

Lead Qualification

1.

2.

3.

4.

Acquire New Prospects with Landing Pages

Collect information in exchange of value:

• White paper• Product demo• Free consultation

Don’t lock all your contents behind forms

Drive traffic to your landing page:

1.

Analyze Performances with Google Analytics1.

The Anatomy of a Good Landing Page

Start with a value proposition

Tease the downloadable asset using images on your landing pages

Be concise and avoid lengthy texts

Brag about your credibility

Create points of engagement

Test A/B on CTA’s, headlines or images

Analyze behaviors: conversion rates over time, errors.

1.

Decide what Information to Collect

• Limit the number of fields• Enable progressive profiling• Use a radio button instead of a

dropdown

Organic Search Adwords Drip Email Webinar

Data Collected Visited pagesTime

NameEmail

CompanySource

IndustryJob Title

Company Size

• Insert checkboxes when users can select multiple• Try changing titles• Test your submit button

1.

Why is Lead Nurturing so crucial?

• Marketing Sherpa: 79% of marketing leads never convert into sales.• Forrester: 74% of business buyers

conduct more than half of their research online before making an offline purchase

Grow each stage of your pipeline

2.

Stick to your Prospects Buying Journey2.

Connect

Educate

Close

Retain

Best Practices E-book…

Webinar, Product focused whitepaper…

Limited time offer…

Renewal campaign…

The Imperatives of Nurturing Programs

Must feel like one-to-one interactions

Be well-planned and highly targeted to its intended audience and their stage of the sales cycle

Content, timing, and messaging of your drip emails all need to match up to the needs and priorities of your prospects

Consider involving your sales teams in the design of your nurturing programs.

2.

Deliverability Best Practices

Warm up your IP addressCompile good list

Don’t buy listUse active opt-ins and confirmed

opt-insMake opt-easy and fastTrack record of implicit consents

(CASL Compliance)Incorporate plain text email

options

Gather explicit consents with forms

3.

5 Content Tips for Creating Engaging Emails

• #1: Lead with the subject line

• #2: Value > Everything Else

• #3: Make it Personal

• #4: Don’t be afraid of older

content

• #5: Be Honest

Personalize your emails with variable tags, assigned users and dynamic content

3.

Sorting Through Incoming Leads

Organic Search Adwords Drip Email Webinar

Scoring +50 +5 +50 , +50

Job title Location Department Industry

Leads Opportunities

Leads Opportunities

Grading C- B B+ A

4.

Involve your Sales Team

• What constitutes a qualified lead?• What prospect actions typically

signal sales readiness?• When would sales reps prefer that

leads get assigned to them for follow-up?• How will lead follow-up be handled?• Can lead nurturing be used to

supplement the sales process if leads are not ready to talk to sales?

4.

Key Takeaways

• Spend time on what really matters: landing pages, emails, drips…• Test and measure everything• Make decision based on Key Performance Indicators• Know your audience : work with personas• Map your automation rules