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Progressive profiling
- 1. Marketing Strategy Designed To Get You More Leads, Engage Audiences And Grow Your Business A U T O M A T I O N N I N J A S - B E H A V I O U R A L M A R K E T I N G A U T O M A T I O N ADVANCED TRACK: PROFILING AND BEHAVIOURAL TRIGGERS
- 2. WELL HELLO THERE It’s me! Mike! Hi! @AutomatioNinjas #b2bmarketing21
- 4. WHAT IS SEGMENTATION? Audience grouping Uses tags and lists that track ‘criteria’ All to aid personalisation Keyed into increasing purchase Method for dividing your audience up by ‘criteria’ to personalise their experience #b2bmarketing21 @AutomatioNinjas
- 5. HOW CAN YOU HELP BETTER? WHAT INFO DO YOU NEED? #b2bmarketing21 @AutomatioNinjas
- 6. IMPLIED VS EXPLICIT Implied = what they show us Explicit = what they tell us Use both! #b2bmarketing21 @AutomatioNinjas
- 8. SEGMENTATION TYPES Behavioural Lead Type Customer Type Engagement System/ Reporting #b2bmarketing21 @AutomatioNinjas
- 9. What they show us Tracks behaviour Progressive profiling BEHAVIOURAL Product needs Content interest Website/ email behaviour Demographics/ Geographical Survey results #b2bmarketing21 @AutomatioNinjas
- 10. Where they are in their journey to becoming a customer Tracks stage/ type MQL / SQL LEAD TYPE Awareness Lead source Assigned Sales Rep Sales intent #b2bmarketing21 @AutomatioNinjas
- 11. What they have bought/ who they are Customer status Loyalty CUSTOMER TYPE RFM Products purchased ROI Satisfaction #b2bmarketing21 @AutomatioNinjas
- 12. How engaged they are at this moment in time Engagement status Sending preferences ENGAGEMENT #b2bmarketing21 @AutomatioNinjas
- 13. Where they have been/ How they impact KPI’s Campaign history Where they have been REPORTING/ SYSTEM What they have done #b2bmarketing21 @AutomatioNinjas
- 14. GOOD VS BAD WEEKLY WORKBOOKS WEBINAR
- 15. BAD SEGMENTATION Tracking things that don’t get used Messy and old Sporadic Doesn’t enhance conversions or reporting Not tracking behaviour #b2bmarketing21 @AutomatioNinjas
- 16. GOOD SEGMENTATION Focused – but significant Differentiable Relevant and actionable Stable and tidy Behavioural #b2bmarketing21 @AutomatioNinjas
- 18. GOOD STRATEGIES Email Behaviour Ask them 👀 Site Behaviour Purchase Behaviour Content Consumption Progressive Profiling #b2bmarketing21 @AutomatioNinjas
- 20. #b2bmarketing21
- 21. WEEKLY WORKBOOKS WEBINAR LTN & STN ENGAGEMENT SEGMENTATION CONTENT FEAST AND FAMINE FEED SALES CUSTOMER LIFETIME VALUE EMAIL DELIVERABILITY PROGRESSIVE PROFILING FUNNEL TO FLYWHEEL SEO
- 22. WEEKLY WORKBOOKS WEBINAR SHORT TERM NURTURE
- 23. #b2bmarketing21
- 24. WEEKLY WORKBOOKS WEBINAR SHORT TERM NURTURE USES ENGAGEMENT THRESHOLDS SELLS ON BEHAVIOUR CREATES MULTIPLE SALES OPPS INCREASES CONVERSION RATES INCREASES CUSTOMER LIFETIME VALUE GOES IMMEDIATELY SPECIFIC TO BEHAVIOUR VALUE ADD AND CONSUMPTION HYPE FIRST EXPERIENCE SPECIFIC – NOT GENERAL
- 25. WEEKLY WORKBOOKS WEBINAR LOOOONG TERM NURTURE
- 26. #b2bmarketing21
- 27. WEEKLY WORKBOOKS WEBINAR LONG TERM NURTURE DRIP HIGHLY VALUABLE CONTENT USE YOUR EXISTING CONTENT TRACK BEHAVIOUR AND SEGMENT PROGRESSIVELY PROFILE
- 28. SEGMENTS IT;TT – PLANNING FOR BEHAVIOURAL INTENT #b2bmarketing21
- 29. BEGINNER, INTERMEDIATE AND ADVANCED WEEKLY WORKBOOKS WEBINAR
- 30. BEGINNER What did they sign up for? Lead vs Customer Who do you need to send to? Who shouldn’t you send to? What are they interested in? Engagement #b2bmarketing21 @AutomatioNinjas
- 31. INTERMEDIATE Beginner + Lead sources + ROI Where have they been? Sales intent + Content interest KPI’s/ Reporting #b2bmarketing21 @AutomatioNinjas
- 32. ADVANCED Intermediate + Progressive Profiling Site Behaviour RFM #b2bmarketing21 @AutomatioNinjas
- 33. HOW CAN YOU HELP WHAT DO YOU NEED TO HELP THEM CONVERT? #b2bmarketing21 @AutomatioNinjas
- 34. WANT MORE? WEEKLY WORKBOOKS WEBINAR
Editor's Notes
- Welcome KM , author of the award winning book – hack the buyer brain and founder of AN, specialists in BMA We help businesses build amazing customer journeys that convert more customers that are happier and spend more money. I want to share something really cool with you – I want to show you the ONE big thing that we do help our clients double their customer spend. The strategy behind it, as well as why and how we do this. This strategy has added over a million to the bottom line of one of our clients, doubled another’s business entirely and continues to help others grow between 20% and 50% every year. It’s really cool, it’s quite simple, and it fixes a lot of problems. So let’s dig in shall we?
- Decisions = consequences Judgement = accuracy Deductive = reasoning based on what we know is true Inductive = generalisations
- Decisions = consequences Judgement = accuracy Deductive = reasoning based on what we know is true Inductive = generalisations
- Decisions = consequences Judgement = accuracy Deductive = reasoning based on what we know is true Inductive = generalisations
- Goes immediately Specific to LM/ how they have come in Value Add/ Consumption hype Got to motivate them to consume People need nudges to do what is good for them First taste of you NOT a welcome/ onboarding - specifc
- IF you get fancy
- Looooooong. Very Long. Forever Long Distribute existing Must be a value add – welcome to sell of behaviour What worked so well for Phil Makes people more receptive and heightens the perceived value of your brand
- Getting fancy -> PROFILING
- Looooooong. Very Long. Forever Long Distribute existing Must be a value add – welcome to sell of behaviour What worked so well for Phil Makes people more receptive and heightens the perceived value of your brand
- Specificity – meeting them in the moment, matching their rules Putting trust in place so that you’re flagged up again