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5 Marketing Automation Tips for Small Businesses

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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.

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5 Marketing Automation Tips for Small Businesses

  1. 1. Marketing Automation Tips for Small Businesses5
  2. 2. @MSWEEZEY PRINCIPLE OF MARKETING INSIGHTS
  3. 3. BREAKING THROUGH
  4. 4. OVERVIEW OF PROBLEMS I am not my mother, brother, or other. I am me. Treat me as such. -everyone @msweezey
  5. 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
  6. 6. TECHNOLOGY
  7. 7. OVERVIEW OF PROBLEMS WTF? @msweezey
  8. 8. HIGH PERFORMING MARKETING ORGS USE 14 TOOLS ON AVERAGE TO CREATE A COHESIVE CUSTOMER JOURNEY. @msweezey
  9. 9. CONTENT
  10. 10. Just make content they said! -every marketer
  11. 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. 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. 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. 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
  15. 15. CONTENT (solutions)
  16. 16. EDDY – Talk about the issue from your perspective ANYTHING WITH A URL IS CONTENT. -the internet @msweezey
  17. 17. @msweezey
  18. 18. @msweezey
  19. 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. 20. TIP #2 – Stage based content STAGE BASED CONTENT
  21. 21. @msweezey
  22. 22. STAGE ONE OFFER STAGE TWO OFFER
  23. 23. 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
  24. 24. (solutions) TECHNOLOGY
  25. 25. Sabari explain Agile in 5 words BRANDS THAT USE MARKETING AUTOMATION INCREASE TOTAL REVENUE BY 34% TURN IT UP! @msweezey
  26. 26. WHAT IS AGILE?
  27. 27. THE MODERN PRODUCTION METHOD (in 4 words) @msweezey
  28. 28. 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.
  29. 29. 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.
  30. 30. Your line probably looks like this.
  31. 31. 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.
  32. 32. 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.
  33. 33. User Stories MVPReview Execute User Stories What responsibilities do they have? What issues do they face? What do they want to learn? Have they found things before they liked? @msweezey
  34. 34. 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
  35. 35. 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
  36. 36. 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
  37. 37. (solutions) BREAKING THROUGH
  38. 38. 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
  39. 39. 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
  40. 40. 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
  41. 41. (NURTURING) SALES+
  42. 42. 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.
  43. 43. 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.
  44. 44. If you do not involve your sales team in the process of building out sales nurturing campaigns they will not use them.
  45. 45. Salespeople Are people And some of them are SMART! Marketers PLEASE REMEMBER:
  46. 46. 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.
  47. 47. 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.
  48. 48. 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.
  49. 49. (solutions) RE-CAP
  50. 50. EDDY – Talk about the issue from your perspective ANYTHING WITH A URL IS CONTENT. -the internet
  51. 51. TIP #2 – Stage based content STAGE BASED CONTENT @msweezey
  52. 52. 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
  53. 53. Ask Audience Do you do A or B How do you manage your email in box - RICH TEXT IS HUMAN @msweezey
  54. 54. 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.
  55. 55. • We recommend you check out this session! Eager to Learn More?
  56. 56. THANK YOU

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