Five easy ways to scale marketing automation across sales, lead gen, and demand generation and increase your engagement by 3x, brought to you by the author of marketing automation for dummies.
4. OVERVIEW OF PROBLEMS
I am not my
mother, brother,
or other. I am
me. Treat me as
such.
-everyone
@msweezey
5. OVERVIEW OF PROBLEMS
If only it was
this easy to
connect to our
audience!
Reality
• Cross Device Tracking
• Multiple Emails
• Different User Names
• Different expectations
• Filters
• 1% Organic Reach
@msweezey
11. Of marketers say it
takes 2-5 weeks to
create a piece of
content.
42%
1
http://www.techvalidate.com/bl
og/2013-content-marketing-
research-time-spent-creating-
content-2892
12. 3 P R O D U C T S
3 B U Y E R P E R S O N A S
3 S TA G E S I N T H E C Y C L E
2 7 P I E C E S O F C O N T E N T
13. 2 7 P I E C E S
O F
C O N T E N T
AT 2 W E E K S
P E R P I E C E
WEEKS
54
14. 2 7 P I E C E S
O F
C O N T E N T
AT 5 W E E K S
P E R P I E C E
YEARS
2.5
19. Transition to Nurturing -
4 TIPS
• Find tweets with
most engagement
in your world.
It’s proved to
be interesting.
• Share them via
other channels,
like email.
• Use the person’s
@handle as a
URL. Then
introduce people
to them.
• Works on all
mediums.
@msweezey
20. TIP #2 – Stage based content
STAGE
BASED
CONTENT
24. 3 TIPS
• Understand the
question your
audience is
asking, and
when.
• Create content
only for one
stage at a
time.
• Make sure the
title of the
content is
HYPER specific
to that stage.
@msweezey
29. The Agile Proof
I can write up all the stats in the world, but this simple math example
will prove to you that the agile way is faster, better, and repeatable.
Even a child can understand the power of agile with this simple proof.
30. Step 1: Place your pin on the blue dot. Your goal will be to close
your eyes and then draw a straight line to the red dot. Stop when
you get there.
32. Step 2: Now try again, but feel free to stop whenever you want.
Leave your pen on the paper, and open your eyes. Recalibrate,
close your eyes then continue to draw your line. Take as many
stops as you want.
33. Your second line probably looks like this. You reached your goal,
faster, and with less effort. You can stare at the red dot all you
want, but agile is the only consistently way to get there.
35. User Stories
MVPReview
Execute
M.V.P. Minimum Viable Product: What is smallest way you can
provide value to your core consumer. This is your
minimum viable product. Create this, then learn how to
improve it.
@msweezey
36. John,
I noticed an article on Content experience,
and thought you might like to give it a look.
John,
There is a video in our resource library on
Lead nurturing best practices, here’s a link to it.
It was recorded with Jay Baer.
John,
I’m not sure if you follow this guy on social. But
If you’re on Twitter you might want to
check out @jaybaer. We’ve just shot a webinar..
AGILE EXAMPLE
@msweezey
37. User Stories
MVPReview
Execute
Review
It is good to have comparable metrics, but asking
consumers directly is the best feedback you can have on
how to improve your experiences.
@msweezey
39. Ask Audience
Do you do A or B
How do you manage your email in box -
IN A WORLD OF
AUTOMATION WHAT
DOES IT MEAN TO BE
HUMAN?
@msweezey
40. EXAMPLEMIT Sloan School
This email took less
than 2 minutes to
create
John,
Have you meet Dr Robertson yet? She writes for Forbes. Check
out her last article, I think you’ll like it The New World of Business.
Best,
Mathew
@msweezey
41. TOP 10 BANK SEES
4.35X INCREASE IN
ENGAGEMENT
R I C H T E X T W O R K S
Simply by using RICH text rather than
full formatted HTML. They say over a
4X increase in email engagement. This
was split tested vs their regular email
with the same copy, cta, and subject
line.
@msweezey
43. Lazy
Crap
The majority of marketers feel their sales
people are Lazy because they do nothing
with the leads which are passed over to
them.
Salespeople tend to feel the lead
they receive from marketing are
crap. This causes major distrust
between marketing and sales.
44. Sales
Automations
Real time notifications
Sales then gets instant notifications of
any lead they are working with and
their engagement with marketing.
Sales Nurturing Programs
The biggest benefit to the sales and marketing program are
sales automations from Pardot. Giving businesses the ability to
generate leads, identify them, and close them faster.
One click nurturing allows sales to then
nurture those leads who are not ready
buy.
45. If you do not involve your sales team in the
process of building out sales nurturing campaigns
they will not use them.
47. Begin with
Their emails
Look at their sent emails to see how they phrase
things. Speak with them and learn what they know
about emailing prospects. They know a lot more than
you may be giving them credit for.
48. Follow their
Cadence
Then ask them how they want their leads to be
followed up with, or how they currently follow up with
them. Your smart reps will have a cadence they follow.
You should use the same cadence.
49. Train them on
How and when
If you fail to train them they will not use
the tools, or not use them correctly. If
you do not get their input they will not
use them at all.
51. EDDY – Talk about the issue from your perspective
ANYTHING WITH A
URL IS CONTENT.
-the internet
52. TIP #2 – Stage based content
STAGE
BASED
CONTENT
@msweezey
53. John,
I noticed an article on Content experience,
and thought you might like to give it a look.
John,
There is a video in our resource library on
Lead nurturing best practices, here’s a link to it.
It was recorded with Jay Baer.
John,
I’m not sure if you follow this guy on social. But
If you’re on Twitter you might want to
check out @jaybaer. We’ve just shot a webinar..
BE AGILE
@msweezey
54. Ask Audience
Do you do A or B
How do you manage your email in box -
RICH TEXT IS
HUMAN
@msweezey
55. Sales
Automations
Real time notifications
Sales then gets instant notifications of
any lead they are working with and
their engagement with marketing.
Sales Nurturing Programs
The biggest benefit to the sales and marketing program are
sales automations from Pardot. Giving businesses the ability to
generate leads, identify them, and close them faster.
One click nurturing allows sales to then
nurture those leads who are not ready
buy.
56.
57. • We recommend you check out this session!
Eager to Learn More?