This is my presentation from Silverpop's B2B Marketing University, September 14th in New York City. It explains the components of marketing automation, and gives examples of effective email marketing and landing pages.
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Powering the Lead Nurturing Dialog
1. Powering The Nurturing Dialogue
• Automating Email and Web Nurturing Programs
• Capturing and Acting on Buyer Data
• Nurturing in a Closed-Loop Environment
9. Design Campaign Workflows
Goal: a conversation with the prospect
Automated Sequences
A prospect can be in one or more campaigns
Multi-channel
10. Grade Leads With Lead Scoring
Lead Scoring is used to find out if:
Learn more about the prospect's stage in the
buying process, and their interests
Prospect fits the profile
= you want to talk to them
Prospect shows interest
= they want to talk to you
At a specific threshold, leads are sent to sales
11. Monitor and Accelerate the Buying Process
ROI Reports
Pipeline reports (a.k.a. Waterfall)
Closed-loop reporting
Campaign reports
Email reports
Custom reports
13. Tie Everything Into Your Website
Website Tracking
Anonymous
Identified
Landing Pages
Microsites
Registration Forms
Form Builder
Websit
e
14. Increase Productivity of the Sales Force
Sales dashboard for finding the best leads
Capture and display lead activity
Identified web visitor notifications
Anonymous web visitor identification
Outlook plug-in
Email templates
15. Web Business
Analytics Intelligence
Social Media Marketing
& Search Website CRM
Automation
Email
Marketing
Lists DAM
The Marketing Software Ecosystem
16. CRM vs. Marketing Automation
CRM Marketing Automation
Native Email Marketing No Yes
Drip Email Marketing No Yes
Automated Campaign Flows No Yes
Dynamic Lists No Yes
Web Analytics No Yes
Deduplication No Yes
Behavioral Lead Scoring No Yes
Unified Leads & Contacts No Yes
Advanced Form Builder No Yes
Landing Page Builder No Yes
Marketing Analytics Limited Yes
Sales Opportunities Yes No
Forecasting Yes No
Call logging Yes No
18. Getting Your Emails Read & Acted Upon
• Getting Emails Delivered
• Getting Emails Opened
• Getting Emails Read
• Getting Emails Acted Upon
• Advanced Email Campaigns
19. Getting Your Emails DELIVERED
• Processes
• Opt-in & unsubscribe
• Be relevant
• Avoiding spam-sensitive text
• Clean HTML
• Technology
• SPF, Sender ID, Domain Keys
• Vendor’s reputation & knowledge
• Testing, message & inbox testing
20. SPF Failure Example
Received: from mail01.response.demandbase.com
by mx.google.com with ESMTP id
u9si1460881ibu.21.2010.09.02.07.33.32;
Thu, 02 Sep 2010 07:33:33 -0700 (PDT)
Received-SPF: fail (google.com: domain of DemandbaseInc@en25.com
does not designate 204.92.22.61 as permitted sender)
client-ip=204.92.22.61;
Authentication-Results: mx.google.com; spf=hardfail
(google.com: domain of DemandbaseInc@en25.com does not
designate 204.92.22.61 as permitted sender)
smtp.mail=DemandbaseInc@en25.com
21. Getting Your Emails OPENED
• Recognizable “From” Address
• Compelling subject
• 40-50 characters
• Benefit or curiosity-invoking
(give people a reason to read it)
• Select your audience
26. Getting Your Emails ACTED UPON
• Offer consistent with subject & body text
• Compelling offer
• Attractive
• Realistic
• Just one landing page
• Provide multiple links or button that go to that
landing page
27.
28.
29. Drip Email Campaigns
• Goal: eliminate follow-up failure
• Solution: design email sequences
• Often triggered by prospect
• Examples:
• Educating new prospects
• Supporting prospects while they try out your product
• Upselling for existing customers
30. Example Drip Campaign
eBook Link to Sales On-Demand
Registration Delivered Demo Intro Webinar
Day 0 Immediate Day 2 Day 4 Day 7
31. Advanced Email Campaigns
• Drip email is relatively unsophisticated
• Not personalized for buyer persona or interest level
• Design Multiple Campaign Tracks
• Each track for different audience & buying stage
• Switch tracks based on user behavior
• Two types:
• Long-term Campaigns (e.g. stay-in-touch or events)
• Triggered Campaigns (started by a trigger)
32. Examples of Advanced Email Campaigns
• Managing events, such as webinars
• Education of prospects, segmented by:
• Stage in the buying process
• Buyer persona
• Lead reactivation campaigns
• Where to start?
• Align with your business objectives
• Start simple, and get more sophisticated as you go
33. Benefits of Advanced Email Campaigns
• Making prospects sales-ready
• Reducing the time spent by sales people
educating prospects
• Minimizing sales funnel leakage
• Motivating the prospects to evaluate your
product
• Getting prospects to order the product online
35. Best Practices for LANDING PAGES
• Goal: increase conversion of the right prospects
• Simple design
• Remove navigation
• Put form above the fold
• Consistency
• Page should reflect call to action from email
or pay-per-click campaign
• Testing
38. Best Practices for FORM Design
• Use a WYSIWYG Form builder
• Prefilled forms
• Progressive forms
• part technology, part technique
• No excel sheets anymore: save leads straight
into Marketing Automation & CRM
• Deduplication
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