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B2B Marketing Automation 2017

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B2B Marketing Automation 2017

  1. 1. 1 Taking your B2B Marketing Automation to the next level Dr Dave Chaffey. SmartInsights.com 10 Steps to get review Download presentation: www.slideshare.net/DaveChaffey
  2. 2. 2
  3. 3. 3 Automation can appear daunting… Free 100+ page digital marketing tools guide http://bit.ly/smartdigitaltools
  4. 4. 4 30 Digital Tools categories #1 Download: http://bit.ly/smartdigitaltools
  5. 5. 5 About Dave Chaffey Co-founder and Editor of SmartInsights.com - a marketing advice community with > 1 million uniques/quarter. Expert members in over 100 countries use our planning guides, templates and online courses to Plan, Manage and Optimise their digital marketing. We also offer consulting and training for members. Specialist Digital Marketing consultant, trainer and author since ‘97. Free Basic membership
  6. 6. 6
  7. 7. 7 Step 1. Review your capabilities Download benchmark template as a Smart Insights Basic member
  8. 8. 8 How does your Automation rate? Smart Insights - CommuniGator 2016-17 Marketing Automation research
  9. 9. 9 Step 2. Create a lifecycle engagement plan – Before
  10. 10. 10 Step 2. Create a lifecycle engagement plan – After
  11. 11. 11 Step 3. Integrate with your content marketing strategy
  12. 12. 12 Defining content for lead gen and nurturing
  13. 13. 13 Hero content prominent on site
  14. 14. 14 Define your content-led lead gen and nurture programme REACH ACT CONVERT ENGAGE Content type and aim TOFU Awareness Engagement MOFU Evaluation Engagement BOFU Purchase Engagement ROFU Retention/Advoc acy Engagement B2B Examples • Hero lead-gen for cut-through Infographics • Webinars - education • Case studies • Datasheets • Independent reviews • Webinars - demos • ROI calculators • Business case download • Career development • Enewsletter Distribution • SEO • Social • Pop-ups and Inline content • Email welcome • Email nurture • Enewsletter personal • Web personalisation • Livechat • Emails from Sales (Automated) • Webinars • Enewsletter • Web personalisatio n
  15. 15. 15 Step 4. Smart Small with a single campaign SIMPLE Branded WELCOME with OVP
  16. 16. 16 Next try a MULTISTEP WELCOME CTR Response example: 0d:13% > +2d:6% > +1w: 8%
  17. 17. 17 INTEGRATE WEB ‘SENSE & RESPOND’
  18. 18. 18 Step 5. Add Targeting Smart Insights - CommuniGator 2016 Marketing Automation research
  19. 19. 19 Example : segmented by role Open rate Clickthrough rate Before 20.0% 1.9% After 18.9 – 27.4% 7.5% - 20.6%
  20. 20. 20 Dynamic content – role specific Tip: Use tags to trigger insertion as shown
  21. 21. 21 Email 'Type' Customer Lifecycle Segmentation Prospects Nursery Development Lapsing Lapsed Lifecycle P2C programme Nursery programme Spot the winners Prevent Lapsing programme Lapsed programme Behavioural Triggered by customer behaviour: ABBA, BnB, Accessories etc (max.1 email per week for each programme) Newsletter Sent wk. 1 each month to all contacts with personalised content Feature Email Sent wk. 2 each month to all contacts Offers and Deals Sent wk. 3 each month to all contacts NPI Sent wk. 4 each month to all contacts Source: Harriet Mitchell Smart Insights Digital Impact conference An advanced B2B example
  22. 22. 22 The RS Newsletter Hero banner Customised content: (Customer Profile) • EDE (Electronic Design Engineers) • Non-EDE (Electronic Design Engineers) • Promo Excluded (Key and Corporates) CLC Module Customised content: (Customer Lifecycle) • Nursery • Development • Acquisition BEH Module Customised content: (Behavioural data) • Abandoned Baskets • Browsed Not Bought • Propensity to Buy (A recommendations model) • Top Sellers Local Module Product modules can vary in number and format. Maximum of 8 modules per email. Product Modules Optional modules for any local activity/information.
  23. 23. 23 Step 6. Get the frequency right and automate nurture Source: GetResponse
  24. 24. 24 How to schedule a nurture like this Source: GetResponse
  25. 25. 25 Example nurturing emails that differentiate and encourage action Source
  26. 26. 26 Step 7 Add Lead scoring and grading
  27. 27. 27 Lead scoring example
  28. 28. 28 Add lead grading to lead scoring
  29. 29. 29 i.e. Adding Profile fit to Interest or Intent Lead scoring – numeric Lead grading (A-D)
  30. 30. 30 Step 8. The Future: AI, Machine Learning and predictive analytics
  31. 31. 31 Machine learning and predictive analytics example Analysis of historical Transactions and customer profile data Predictive scoring of prospects and customers
  32. 32. 32 Let’s Connect! Questions & discussion welcome https://www.linkedin.com/in/davechaffey

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