Best Practices Marketing Automation, Lead Generation and Nurturing

2,098 views
1,729 views

Published on

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
2,098
On SlideShare
0
From Embeds
0
Number of Embeds
6
Actions
Shares
0
Downloads
47
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Best Practices Marketing Automation, Lead Generation and Nurturing

  1. 1. Best practises in marketing automation for lead generation and nurturing<br />Richard Evans and Adam Sharp@rlevans @CTMadam<br />
  2. 2. B2B buyer decision cycle<br />Reconsideration<br />Satisfaction<br />Selection<br />Acknowledgment<br />Investigation<br />Decision<br />Source: R. Jolles<br />Criteria<br />Measurement<br />
  3. 3. Emerging buying cycle gap ...<br />Reconsideration<br />Satisfaction<br />5%<br />Selection<br />Acknowledgment<br />79%<br />Investigation<br />Decision<br />Source: R. Jolles<br />Criteria<br />Measurement<br />
  4. 4. Emerging buying cycle gap ...<br />Reconsideration<br />Satisfaction<br />Selection<br />2%<br />Acknowledgment<br />Investigation<br />2-3%<br />Decision<br />Source: R. Jolles<br />Criteria<br />Measurement<br />
  5. 5. Emerging buying cycle gap ...<br />Reconsideration<br />Satisfaction<br />problem<br />Selection<br />2%<br />Acknowledgment<br />Investigation<br />2-3%<br />Decision<br />Source: R. Jolles<br />Criteria<br />Measurement<br />
  6. 6. Emerging buying cycle gap ...<br />Reconsideration<br />Satisfaction<br />problem<br />Selection<br />2%<br />Acknowledgment<br />problem<br />Investigation<br />2-3%<br />Decision<br />Source: R. Jolles<br />Criteria<br />Measurement<br />
  7. 7. Emerging buying cycle gap ...<br />Reconsideration<br />Satisfaction<br />Selection<br />Acknowledgment<br />the opportunity<br />Investigation<br />Decision<br />Source: R. Jolles<br />Criteria<br />Measurement<br />
  8. 8. Marketing<br />Marketing Automation<br />Software<br />Sales<br />Reports<br />Executive<br />
  9. 9. Best practises in marketing automation for lead generation and nurturing<br />Adam Sharp<br />CTMadam<br />
  10. 10. Frustrations of a Marketing Leader<br />10<br />
  11. 11. Our philosophy & methodology <br />No business can accurately predict future revenues without <br />complete transparency into both the funnel and the pipe….joined up marketing<br />
  12. 12. Key attributes of joined-up-marketing thinking<br />12<br />API<br />Relevant <br />(Dynamic)<br />Content<br />Timely too<br />
  13. 13. Why Marketing Automation is an ideal platform…<br />outbound<br />inbound<br />The web as a marketing hub and NOT a passive brochure <br />MA<br />Capturing the digital <br />behaviour provides <br />clarity of focus<br />CRM<br />Visualising the <br />buyers journey<br />
  14. 14. SMB ‘Worry Free’c.2m units/contacts9 countries7 languages5 routes to purchase<br />The brief<br />Fully automate, integrated systems, <br />integrate ‘drip’ and ‘keep in touch’ campaigns<br />dynamic content & richer experience <br />
  15. 15. Campaign Flow/User Journey<br />Time<br />Segment<br />POS Segment<br />#1<br />#4<br />Trend Micro Database<br />Welcome Campaign<br />Post Purchase Survey<br />Trend Database<br />Default Customer <br />Communications<br />Regular Monthly Campaigns<br />Trend FTP Site<br />Ad Hoc Campaigns<br />Data put on to FTP site daily<br />Mid Term Survey<br />Renewal Reminders<br />In Trial Segment<br />#1<br />#4<br />Welcome Campaign<br />CleverTouch<br />Data<br />Transformation<br />Data manipulated ready for silverpop<br />Post Trial <br />Activation <br />Segment<br />#1<br />#2<br />Activate - Y<br />Post Purchase Survey<br />Welcome Campaign<br />Win Back <br />Campaign<br />Silverpop FTP Site<br />#1<br />Data uploaded to silverpop for scheduled daily import<br />Activate - N<br />Extended Trial Period Campaign<br />Survey<br />#2<br />#8<br />Silverpop Database<br />New contacts added to Database<br />
  16. 16. 16<br />Campaign <br />‘Trend Dell - Worry Free’<br />Overview:<br />Extensive use of dynamic content e.g. Time sensitive<br />Automated contact upload and import from Secure FTP site<br /><ul><li>From Post-purchase to IMMEDIATE prospect marketing engagement</li></li></ul><li>Dynamic content in automated email <br />29 Days of Trial Remain<br />3 Days Remain<br />15 Days Remain<br />0 Days Remain<br />7 Days Since Expiry<br />3 Days Since Expiry <br />
  17. 17. 30 Days Since Expiry <br />
  18. 18. Progressive Profiling on Web (purl)<br />
  19. 19. Dynamic Content (Landing Page)<br /><ul><li>Product recommendations based on progressive profiling
  20. 20. Products/links are all personalised so ROI can be calculated at individual level</li></li></ul><li>21<br /> Dynamic Advisor Tool- Dictates which campaign journey (of 5) prospects are taken down, includes send time optimisation.<br />Nathan<br />Jane<br />Adam <br />
  21. 21. Results so far<br /><ul><li>1000’s prospects entering the marketing journey each week
  22. 22. email open rates average 25%, Germany 35%+
  23. 23. advisor tool completion rates between 26-62%
  24. 24. Click thru from report up to 14%, leading to significant up-sell within business clients</li></li></ul><li>MA opportunity for Marketing Transformation<br />Email platforms<br />& CRM’s<br />TOOLS<br />COMMS<br />SKILLS &<br />CONTENT<br />Attitude<br />& Aptitude<br />& Analytics<br />BANT<br />INSIGHT<br />23<br />
  25. 25. Thank youasharp@clever-touch.comrevans@silverpop.com<br />24<br />

×