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@msweezey
Marketing 
Automation
The step by step future of
moving your marketing in to
the infinite future.
@msweezey
WHAT
There are more marketing tools than we care to count
these days, and marketing automation is not a new tool,
but a new way of creating relevant relationships at scale.
	
  
@msweezey
Marketing 
Automation is…
(something	
  totally	
  new,	
  I	
  promise)	
  	
  
@msweezey
Marke7ng	
  automa7on	
  begins	
  with	
  having	
  full	
  
behavioral	
  data	
  on	
  a	
  single	
  person.	
  This	
  is	
  
collected	
  via	
  your	
  marke7ng	
  interac7ons	
  with	
  
them.	
  	
  
Complete
Visibility
@msweezey
Automa7ons	
  are	
  If/Then	
  statements	
  which	
  allow	
  
for	
  dynamic	
  ac7ons	
  to	
  happen	
  with	
  out	
  human	
  
interac7on.	
  Think	
  of	
  these	
  as	
  automated	
  
workflows	
  driven	
  off	
  of	
  individual	
  consumer	
  
behavior.	
  	
  
Automations
@msweezey
Repor7ng	
  also	
  become	
  persona	
  on	
  a	
  one	
  to	
  one	
  
basis.	
  So	
  you	
  can	
  track	
  a	
  person	
  specifically	
  as	
  
they	
  move	
  through	
  the	
  funnel.	
  Allowing	
  new	
  ways	
  
of	
  valuing	
  your	
  marke7ng	
  to	
  take	
  place.	
  	
  
Reporting
@msweezey
This can get “Creepy” fast
WARNING:
@msweezey
Gallop research finds that
advertising practitioners are the 4th
most distrusted profession in their
2013 study.
Always be
Authentic
@msweezey
Modern Tools
You	
  must	
  have	
  a	
  
modern	
  set	
  of	
  tools	
  
before	
  you	
  can	
  begin	
  
with	
  marke7ng	
  
automa7on.	
  This	
  can	
  
mean	
  many	
  different	
  
things.	
  	
  
01
@msweezey
You will have to have a CRM, and
depending on the tool also a
marketing automation tool which
will connect to it.
System of 
Relevance
Marketing	
   Sales	
  
Service 	
  
Single Customer
View
Automation Platform (s) CRM
Allows for plug and
play integrations
with other apps who
use data, and add
to data.
@msweezey
I suggest you use a “Hub and
Spoke” model which allows you to
add new tools when you need them,
and allows for “Best of Breed”.
Stack vs
Hub and Spoke
Marketing	
   Sales	
  
Service 	
  
Single Customer
View
Automation Platform (s) CRM
Allows for plug and
play integrations
with other apps who
use data, and add
to data.
@msweezey
Your website will need to have 2 points
of integration. Your forms, and .JS
(javascript). These are both copy and
paste into your existing site.
Owned Media
Channels
@msweezey
You will still use the same tools for
posting to social channels and
buying paid media.
Paid and Earned
Media Channels
URL: Universal Reference Locator 
Your Marketing Automation tool connect to all content via URL’s.
They will also create them for you. You then share these on any
channel and can track the engagement on any channel. 	
  
@msweezey
Modern Email
We	
  must	
  learn	
  to	
  adapt	
  
our	
  current	
  marke7ng	
  
tools	
  and	
  tac7cs	
  to	
  the	
  
modern	
  buyers	
  needs.	
  
Historical	
  marke7ng	
  
methods	
  will	
  not	
  scale	
  
in	
  the	
  future.	
  	
  
02
@msweezey
66% Of EmailsAre opened on a mobile device
@msweezey
“Consumers want honest and authentic
experiences”
-Joseph Pine II
Author of the Experience Economy, Authenticity, & Infinite Possibilities
@msweezey
Daily	
  content	
  consump7on.	
  Usually	
  is	
  Learn,	
  and	
  
Escape.	
  Happens	
  across	
  all	
  media	
  channels.	
  	
  
How	
  we	
  engage	
  with	
  Research	
  content.	
  	
  
Girl at the Party Story	
  
@msweezey
Stage Based Marketing
Subject Lines!
@msweezey
This	
  means	
  do	
  not	
  use	
  your	
  keyword,	
  or	
  your	
  brand	
  in	
  stage	
  
one	
  emails.	
  These	
  are	
  clear	
  signs	
  you	
  are	
  sending	
  a	
  
marke7ng	
  email,	
  and	
  not	
  something	
  which	
  is	
  relevant	
  to	
  
the	
  consumer	
  at	
  that	
  7me.	
  	
  
Stage One
NO/NO
The goal is to get your email opened and to
get them to the content. You are being
helpful by connecting them to things which
help them do their job better. Or empower
them at their purpose.
@msweezey
This	
  means	
  you	
  can	
  use	
  either	
  keyword,	
  or	
  your	
  brand	
  in	
  
stage	
  two	
  emails.	
  It	
  is	
  likely	
  if	
  they	
  are	
  in	
  stage	
  two	
  one	
  of	
  
these	
  two	
  things	
  is	
  relevant	
  to	
  them.	
  	
  
Stage Two
Yes/No
The goal is to empower them with ammo to
help make their point with other people
with in the buying group. We call this
“Social Proof”
@msweezey
This	
  means	
  it	
  is	
  okay	
  to	
  use	
  both	
  keyword	
  and	
  brand	
  in	
  the	
  
subject	
  line	
  of	
  the	
  email.	
  This	
  is	
  the	
  only	
  7me	
  both	
  of	
  these	
  
are	
  relevant	
  to	
  a	
  person.	
  Any	
  7me	
  outside	
  of	
  stage	
  three	
  
these	
  are	
  disqualifica7on	
  factors.	
  	
  
Stage Three
Yes/Yes
The goals is to show why your tool/
product/solution is the best. This is when
you break out the big guns, and share
buyers guides, and pricing information.
@msweezey
Stage Based Marketing
Email Copy!
@msweezey
David	
  Oglivy	
  once	
  said,	
  “He’s	
  the	
  best	
  copy	
  writer	
  in	
  the	
  
world.	
  That’s	
  why	
  I’ve	
  got	
  him”.	
  Remember	
  80%	
  of	
  your	
  
email	
  copy	
  is	
  not	
  read,	
  and	
  people	
  vary	
  rarely	
  even	
  “Read”	
  
anymore.	
  It’s	
  mostly	
  scanning.	
  	
  
Get to the 
point
“Most marketers write like
engines. They take a while to
start up, then they get running.
Just start off running.”
@msweezey
2x-4x increaseIn content conversions when using
Rich text vs full HTML in nurturing
emails.
@msweezey
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..
Modern Humans Scan Emails 
B2B EMAILS SHOULD BE SHORT, RICH TEXT, AND BE HELPFUL to increase content conversions
@msweezey
@msweezey
The	
  buying	
  cycle	
  has	
  increased	
  
and	
  consumers	
  are	
  now	
  
engaging	
  with	
  more	
  content	
  
than	
  ever	
  before.	
  The	
  only	
  way	
  
to	
  scale	
  one	
  to	
  one	
  rela7onships	
  
are	
  thought	
  journeys.	
  	
  
Nurturing 
03
@msweezey
451% increase in
ConversionsFor leads who were nurtured
vs those who were not.
(Gleanster Research)
@msweezey
What should trigger Nurturing
1.  Time (or lack of)
2.  Lead Score
3.  Field in CRM
4.  Behavioral Actions
@msweezey
Lead Goes to 
Pricing Page
Marketing
Automation
•  They	
  have	
  not	
  been	
  back	
  to	
  your	
  website	
  in	
  (x	
  Days)	
  
•  They	
  have	
  not	
  converted	
  to	
  the	
  next	
  stage	
  	
  
•  Not	
  all	
  leads	
  are	
  “Leads”	
  so	
  be	
  careful	
  	
  	
  
Read this data point from 	
  
•  Decrease	
  lead	
  score	
  	
  
•  Change	
  their	
  status	
  	
  
•  Remove	
  as	
  prospect	
  
Lead Score	
  
•  Add	
  to	
  a	
  “Cold	
  Lead”	
  drip	
  
•  Remove	
  from	
  drip	
  when	
  
engagement	
  happens	
  	
  
•  Drip	
  is	
  very	
  light	
  touches	
  	
  
Automation	
  +	
  
This is the beauty!
It scales.
@msweezey
Goals
Providing	
  relevant	
  informa7on	
  to	
  
customer	
  over	
  the	
  en7re	
  lifecycle	
  is	
  
cri7cal.	
  	
  
Problem/Goal Type	
  of	
  Drip	
  Program	
  
Cold	
  Database	
   3-­‐2-­‐1
Automate	
  Lead	
  Nurturing Stage-­‐Specific	
  Drip
Event	
  Pre	
  and	
  Post	
  Follow-­‐ups Event-­‐Specific	
  Drip
Cold	
  Marke7ng	
  Lead	
  Drip 3-­‐2-­‐1
Cold	
  Sales	
  Lead	
  Drip Straight	
  Drip
Compe77ve	
  Drip Straight	
  Drip
Lost	
  Deal	
  Drip	
   Straight	
  Drip
@msweezey
READ
WARNING: Begin at the beginning
of the book and understand how to
think about automations first. It’s
easier to build them correctly than fix
broken systems.
Your homework is to read this book before you
begin with marketing automation. If not you
will end up calling a consultant to fix the
problems you created.
@msweezey
Lead Nurturing Wins
Using the 3-2-1 technique of
lead nurturing eCornell has
been able to see amazing
results. Converting 50% of
all sales qualified leads who
are nurtured into new
customers.
eCornell Lead Program
Is the online branch of the
Ivy League Cornell
University. They are
responsible for driving all
traffic and produce 5,000
leads per month.
16X
Higher conversion rate on leads
who have been nurtured vs
those who have not. Giving
them the single biggest increase
in leads from any other method.
@msweezey
Lead Scoring
Gartner	
  predicts	
  by	
  2017	
  the	
  
CMO	
  will	
  over	
  take	
  the	
  CIO	
  in	
  
their	
  fight	
  for	
  the	
  largest	
  IT	
  
budget	
  in	
  the	
  company.	
  This	
  
trend	
  is	
  a	
  direct	
  representa7on	
  
of	
  the	
  need	
  for	
  marke7ng	
  to	
  
keep	
  up	
  with	
  a	
  longer	
  sales	
  
cycle,	
  manage	
  more	
  channels,	
  
and	
  technology	
  as	
  a	
  solu7on	
  to	
  
these	
  issues.	
  	
  
04
@msweezey
Lead Score
Formula
This formula will diagram exactly how to set
up a lead score that will be valued by both
marketing and sales. Failure to do this with out
consulting sales will result in continued
distrust of the leads you pass them.
@msweezey
Optimal Score = 100Make a sales ready person 100. It just
makes for easy math.
@msweezey
Forms
You’ll	
  need	
  to	
  use	
  forms	
  
on	
  your	
  website	
  to	
  get	
  
people	
  to	
  convert	
  into	
  
your	
  audience.	
  There	
  
are	
  things	
  you	
  need	
  to	
  
know	
  about	
  modern	
  
forms.	
  	
  
04
@msweezey
Only three
questions
68% of people lie on forms when
asked custom questions. If you limit
your questions to 3 you will increase
your engagement rates.
@msweezey
Progressive 
profiling
Seth Godin in his 1999 best seller, “Permission
Based Marketing” suggest you never ask the
same question twice. Marketing automation
allows this via “Progressive Profiling”
@msweezey
Modern Content
You’ll	
  need	
  to	
  use	
  forms	
  
on	
  your	
  website	
  to	
  get	
  
people	
  to	
  convert	
  into	
  
your	
  audience.	
  There	
  
are	
  things	
  you	
  need	
  to	
  
know	
  about	
  modern	
  
forms.	
  	
  
05
@msweezey
Purpose is
“Contextual”So depending on their state
of mind may depend on the
purpose they are trying to
fulfill. This changes by the
second, and must be
understood for automations
to have a net positive effect.
@msweezey
Escape!People wanting to escape will lean on self discover on social
channels. They are looking to escape their work, life, job,
and take a short break. No barring on sales readiness.
@msweezey
@msweezey
Read this article for more on creating humor in your content: http://
www.clickz.com/clickz/column/2389218/create-better-content-via-humor
Kronos Case Study
Kronos, a workforce
management software
company, uses a weekly
comic to engage with their
audience. Their comics are
consistently shared on
LinkedIn two to 10x more
than their corporate blog
posts.
@msweezey
Discover!People want to learn and discover new things all the
time. But this does not mean you have to create more
content for this. Learn to use existing content to help
ease the content burden.
@msweezey
Lead Conversion
Your	
  leads	
  may	
  be	
  cold	
  
because	
  you	
  don’t	
  know	
  
how	
  to	
  convert	
  them	
  to	
  
the	
  next	
  stage	
  in	
  the	
  
buying	
  cycle.	
  	
  
06
@msweezey
This	
  Is	
  the	
  old	
  way	
  of	
  thinking	
  about	
  
conversion.	
  How	
  do	
  we	
  make	
  content,	
  
and	
  drive	
  people	
  to	
  it.	
  Now	
  we	
  take	
  a	
  
new	
  approach	
  with	
  dynamic	
  journeys.	
  	
  
	
  
Static
Websites
@msweezey
Companies	
  using	
  predica7ve	
  content	
  
on	
  average	
  are	
  seeing	
  an	
  increase	
  in	
  
revenue	
  by	
  15%.	
  
	
  
Dynamic Content
Dynamic	
  content	
  suggests	
  the	
  best	
  
next	
  piece	
  of	
  content	
  given	
  set	
  
algorithms	
  of	
  most	
  likely	
  
engagement.	
  
Owned Experiences
Crea7ng	
  customized	
  experiences	
  
also	
  needs	
  to	
  happen	
  both	
  on	
  your	
  
website	
  and	
  via	
  the	
  email	
  content.	
  
+15%
Revenue 	
  
@msweezey
Choose Your 
Own Adventure
This	
  is	
  how	
  you	
  nurture	
  leads	
  on	
  your	
  
website	
  and	
  provide	
  a	
  relevant,	
  and	
  
contextual	
  informa7on.	
  Offers	
  change	
  
based	
  on	
  their	
  stage	
  to	
  be	
  relevant.	
  	
  
( These are Dynamic Content)
( These are Dynamic Content)
( These are Dynamic Content)
@msweezey
John, 

I thought you’d like these 10 tips on
nurturing. It was written by Trulia, one
of our clients. 

Also if you’re looking for some
research reports on marketing
automation here’s the Gartner Magic
Quadrant. 

Best, 

Mathew 


STAGE 3 CTA
STAGE 2 CTA
Choose Your 
Own Adventure
This	
  is	
  how	
  you	
  use	
  Choose	
  Your	
  Own	
  
Adventure	
  in	
  email.	
  By	
  allowing	
  people	
  
to	
  self	
  select	
  into	
  content	
  you	
  gain	
  the	
  
insights,	
  and	
  they	
  gain	
  trust.	
  	
  
@msweezey
Gartner	
  predicts	
  by	
  2017	
  the	
  
CMO	
  will	
  over	
  take	
  the	
  CIO	
  in	
  
their	
  fight	
  for	
  the	
  largest	
  IT	
  
budget	
  in	
  the	
  company.	
  This	
  
trend	
  is	
  a	
  direct	
  representa7on	
  
of	
  the	
  need	
  for	
  marke7ng	
  to	
  
keep	
  up	
  with	
  a	
  longer	
  sales	
  
cycle,	
  manage	
  more	
  channels,	
  
and	
  technology	
  as	
  a	
  solu7on	
  to	
  
these	
  issues.	
  	
  
Sales + Marketing
07
@msweezey
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	
  marke7ng	
  are	
  
crap.	
  	
  This	
  causes	
  major	
  distrust	
  
between	
  marke7ng	
  and	
  sales.	
  
@msweezey
Sales 
Automations
Real time notifications
Sales	
  then	
  gets	
  instant	
  no7fica7ons	
  of	
  
any	
  lead	
  they	
  are	
  working	
  with	
  and	
  
their	
  engagement	
  with	
  marke7ng.	
  	
  
Sales Nurturing Programs
The	
  biggest	
  benefit	
  to	
  the	
  sales	
  and	
  marke7ng	
  program	
  are	
  
sales	
  automa7ons	
  from	
  Pardot.	
  Giving	
  businesses	
  the	
  ability	
  to	
  
generate	
  leads,	
  iden7fy	
  them,	
  and	
  close	
  them	
  faster.	
  	
  
One	
  click	
  nurturing	
  allows	
  sales	
  to	
  then	
  
nurture	
  those	
  leads	
  who	
  are	
  not	
  ready	
  
buy.	
  
@msweezey
Salespeople Are people
And some of them are SMART!
Marketers
PLEASE REMEMBER:
@msweezey
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.	
  	
  
	
  
@msweezey
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.	
  	
  
	
  
@msweezey
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.	
  	
  
	
  
@msweezey
Agile Execution
You’ll	
  need	
  to	
  use	
  forms	
  
on	
  your	
  website	
  to	
  get	
  
people	
  to	
  convert	
  into	
  
your	
  audience.	
  There	
  
are	
  things	
  you	
  need	
  to	
  
know	
  about	
  modern	
  
forms.	
  	
  
08
@msweezey
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.
@msweezey
Your line probably looks like this.
@msweezey
Now try again, but feel free to stop when ever 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.
@msweezey
Your second line probably looks like this.
@msweezey
Agile
Theory
Small	
  and	
  frequent	
  itera7on	
  is	
  the	
  key	
  to	
  success	
  when	
  you	
  operate	
  in	
  
dynamic	
  environments.	
  Our	
  marke7ng	
  enjoinment	
  is	
  dynamic	
  since	
  our	
  
consumer,	
  and	
  channels	
  are	
  constantly	
  changing.	
  Technology	
  also	
  has	
  
now	
  caught	
  up	
  to	
  a	
  place	
  where	
  instant	
  itera7on	
  is	
  possible.	
  	
  
User Stories
MVPReview
Execute
@msweezey
User
Stories
What is their role with the customer?
What responsibilities do they have?
What issues do they face?
What do they want to learn?
User Stories
MVPReview
Execute
@msweezey
MVP
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.
User Stories
MVPReview
Execute
@msweezey
Review
You need to have baselines to compare things to.
Industry baselines will not help you much. Instead
look at your own internal numbers. Better not best is
what you should shoot for.
User Stories
MVPReview
Execute
@msweezey
Pick up 
The Phone
Was the content you engaged with helpful?
How can it be better?
What was the best thing you’ve found?
@msweezey
WRAP UP 
Marketing automation is the way to
build a scalable, sustainable, and
valuable marketing future. It also is the
only way you can provide the type of
relationship your modern buyer
demands.
@msweezey
Thank you 
If you enjoyed it let me know
@msweezey

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Marketing Automation Basics: SMASH Conference breakout session

  • 1. @msweezey Marketing Automation The step by step future of moving your marketing in to the infinite future.
  • 2. @msweezey WHAT There are more marketing tools than we care to count these days, and marketing automation is not a new tool, but a new way of creating relevant relationships at scale.  
  • 3. @msweezey Marketing Automation is… (something  totally  new,  I  promise)    
  • 4. @msweezey Marke7ng  automa7on  begins  with  having  full   behavioral  data  on  a  single  person.  This  is   collected  via  your  marke7ng  interac7ons  with   them.     Complete Visibility
  • 5. @msweezey Automa7ons  are  If/Then  statements  which  allow   for  dynamic  ac7ons  to  happen  with  out  human   interac7on.  Think  of  these  as  automated   workflows  driven  off  of  individual  consumer   behavior.     Automations
  • 6. @msweezey Repor7ng  also  become  persona  on  a  one  to  one   basis.  So  you  can  track  a  person  specifically  as   they  move  through  the  funnel.  Allowing  new  ways   of  valuing  your  marke7ng  to  take  place.     Reporting
  • 7. @msweezey This can get “Creepy” fast WARNING:
  • 8. @msweezey Gallop research finds that advertising practitioners are the 4th most distrusted profession in their 2013 study. Always be Authentic
  • 9. @msweezey Modern Tools You  must  have  a   modern  set  of  tools   before  you  can  begin   with  marke7ng   automa7on.  This  can   mean  many  different   things.     01
  • 10. @msweezey You will have to have a CRM, and depending on the tool also a marketing automation tool which will connect to it. System of Relevance Marketing   Sales   Service   Single Customer View Automation Platform (s) CRM Allows for plug and play integrations with other apps who use data, and add to data.
  • 11. @msweezey I suggest you use a “Hub and Spoke” model which allows you to add new tools when you need them, and allows for “Best of Breed”. Stack vs Hub and Spoke Marketing   Sales   Service   Single Customer View Automation Platform (s) CRM Allows for plug and play integrations with other apps who use data, and add to data.
  • 12. @msweezey Your website will need to have 2 points of integration. Your forms, and .JS (javascript). These are both copy and paste into your existing site. Owned Media Channels
  • 13. @msweezey You will still use the same tools for posting to social channels and buying paid media. Paid and Earned Media Channels URL: Universal Reference Locator Your Marketing Automation tool connect to all content via URL’s. They will also create them for you. You then share these on any channel and can track the engagement on any channel.  
  • 14. @msweezey Modern Email We  must  learn  to  adapt   our  current  marke7ng   tools  and  tac7cs  to  the   modern  buyers  needs.   Historical  marke7ng   methods  will  not  scale   in  the  future.     02
  • 15. @msweezey 66% Of EmailsAre opened on a mobile device
  • 16. @msweezey “Consumers want honest and authentic experiences” -Joseph Pine II Author of the Experience Economy, Authenticity, & Infinite Possibilities
  • 17. @msweezey Daily  content  consump7on.  Usually  is  Learn,  and   Escape.  Happens  across  all  media  channels.     How  we  engage  with  Research  content.     Girl at the Party Story  
  • 19. @msweezey This  means  do  not  use  your  keyword,  or  your  brand  in  stage   one  emails.  These  are  clear  signs  you  are  sending  a   marke7ng  email,  and  not  something  which  is  relevant  to   the  consumer  at  that  7me.     Stage One NO/NO The goal is to get your email opened and to get them to the content. You are being helpful by connecting them to things which help them do their job better. Or empower them at their purpose.
  • 20. @msweezey This  means  you  can  use  either  keyword,  or  your  brand  in   stage  two  emails.  It  is  likely  if  they  are  in  stage  two  one  of   these  two  things  is  relevant  to  them.     Stage Two Yes/No The goal is to empower them with ammo to help make their point with other people with in the buying group. We call this “Social Proof”
  • 21. @msweezey This  means  it  is  okay  to  use  both  keyword  and  brand  in  the   subject  line  of  the  email.  This  is  the  only  7me  both  of  these   are  relevant  to  a  person.  Any  7me  outside  of  stage  three   these  are  disqualifica7on  factors.     Stage Three Yes/Yes The goals is to show why your tool/ product/solution is the best. This is when you break out the big guns, and share buyers guides, and pricing information.
  • 23. @msweezey David  Oglivy  once  said,  “He’s  the  best  copy  writer  in  the   world.  That’s  why  I’ve  got  him”.  Remember  80%  of  your   email  copy  is  not  read,  and  people  vary  rarely  even  “Read”   anymore.  It’s  mostly  scanning.     Get to the point “Most marketers write like engines. They take a while to start up, then they get running. Just start off running.”
  • 24. @msweezey 2x-4x increaseIn content conversions when using Rich text vs full HTML in nurturing emails.
  • 25. @msweezey 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.. Modern Humans Scan Emails B2B EMAILS SHOULD BE SHORT, RICH TEXT, AND BE HELPFUL to increase content conversions
  • 27. @msweezey The  buying  cycle  has  increased   and  consumers  are  now   engaging  with  more  content   than  ever  before.  The  only  way   to  scale  one  to  one  rela7onships   are  thought  journeys.     Nurturing 03
  • 28. @msweezey 451% increase in ConversionsFor leads who were nurtured vs those who were not. (Gleanster Research)
  • 29. @msweezey What should trigger Nurturing 1.  Time (or lack of) 2.  Lead Score 3.  Field in CRM 4.  Behavioral Actions
  • 30. @msweezey Lead Goes to Pricing Page Marketing Automation •  They  have  not  been  back  to  your  website  in  (x  Days)   •  They  have  not  converted  to  the  next  stage     •  Not  all  leads  are  “Leads”  so  be  careful       Read this data point from   •  Decrease  lead  score     •  Change  their  status     •  Remove  as  prospect   Lead Score   •  Add  to  a  “Cold  Lead”  drip   •  Remove  from  drip  when   engagement  happens     •  Drip  is  very  light  touches     Automation  +   This is the beauty! It scales.
  • 31. @msweezey Goals Providing  relevant  informa7on  to   customer  over  the  en7re  lifecycle  is   cri7cal.     Problem/Goal Type  of  Drip  Program   Cold  Database   3-­‐2-­‐1 Automate  Lead  Nurturing Stage-­‐Specific  Drip Event  Pre  and  Post  Follow-­‐ups Event-­‐Specific  Drip Cold  Marke7ng  Lead  Drip 3-­‐2-­‐1 Cold  Sales  Lead  Drip Straight  Drip Compe77ve  Drip Straight  Drip Lost  Deal  Drip   Straight  Drip
  • 32. @msweezey READ WARNING: Begin at the beginning of the book and understand how to think about automations first. It’s easier to build them correctly than fix broken systems. Your homework is to read this book before you begin with marketing automation. If not you will end up calling a consultant to fix the problems you created.
  • 33. @msweezey Lead Nurturing Wins Using the 3-2-1 technique of lead nurturing eCornell has been able to see amazing results. Converting 50% of all sales qualified leads who are nurtured into new customers. eCornell Lead Program Is the online branch of the Ivy League Cornell University. They are responsible for driving all traffic and produce 5,000 leads per month. 16X Higher conversion rate on leads who have been nurtured vs those who have not. Giving them the single biggest increase in leads from any other method.
  • 34. @msweezey Lead Scoring Gartner  predicts  by  2017  the   CMO  will  over  take  the  CIO  in   their  fight  for  the  largest  IT   budget  in  the  company.  This   trend  is  a  direct  representa7on   of  the  need  for  marke7ng  to   keep  up  with  a  longer  sales   cycle,  manage  more  channels,   and  technology  as  a  solu7on  to   these  issues.     04
  • 35. @msweezey Lead Score Formula This formula will diagram exactly how to set up a lead score that will be valued by both marketing and sales. Failure to do this with out consulting sales will result in continued distrust of the leads you pass them.
  • 36. @msweezey Optimal Score = 100Make a sales ready person 100. It just makes for easy math.
  • 37. @msweezey Forms You’ll  need  to  use  forms   on  your  website  to  get   people  to  convert  into   your  audience.  There   are  things  you  need  to   know  about  modern   forms.     04
  • 38. @msweezey Only three questions 68% of people lie on forms when asked custom questions. If you limit your questions to 3 you will increase your engagement rates.
  • 39. @msweezey Progressive profiling Seth Godin in his 1999 best seller, “Permission Based Marketing” suggest you never ask the same question twice. Marketing automation allows this via “Progressive Profiling”
  • 40. @msweezey Modern Content You’ll  need  to  use  forms   on  your  website  to  get   people  to  convert  into   your  audience.  There   are  things  you  need  to   know  about  modern   forms.     05
  • 41. @msweezey Purpose is “Contextual”So depending on their state of mind may depend on the purpose they are trying to fulfill. This changes by the second, and must be understood for automations to have a net positive effect.
  • 42. @msweezey Escape!People wanting to escape will lean on self discover on social channels. They are looking to escape their work, life, job, and take a short break. No barring on sales readiness.
  • 44. @msweezey Read this article for more on creating humor in your content: http:// www.clickz.com/clickz/column/2389218/create-better-content-via-humor Kronos Case Study Kronos, a workforce management software company, uses a weekly comic to engage with their audience. Their comics are consistently shared on LinkedIn two to 10x more than their corporate blog posts.
  • 45. @msweezey Discover!People want to learn and discover new things all the time. But this does not mean you have to create more content for this. Learn to use existing content to help ease the content burden.
  • 46. @msweezey Lead Conversion Your  leads  may  be  cold   because  you  don’t  know   how  to  convert  them  to   the  next  stage  in  the   buying  cycle.     06
  • 47. @msweezey This  Is  the  old  way  of  thinking  about   conversion.  How  do  we  make  content,   and  drive  people  to  it.  Now  we  take  a   new  approach  with  dynamic  journeys.       Static Websites
  • 48. @msweezey Companies  using  predica7ve  content   on  average  are  seeing  an  increase  in   revenue  by  15%.     Dynamic Content Dynamic  content  suggests  the  best   next  piece  of  content  given  set   algorithms  of  most  likely   engagement.   Owned Experiences Crea7ng  customized  experiences   also  needs  to  happen  both  on  your   website  and  via  the  email  content.   +15% Revenue  
  • 49. @msweezey Choose Your Own Adventure This  is  how  you  nurture  leads  on  your   website  and  provide  a  relevant,  and   contextual  informa7on.  Offers  change   based  on  their  stage  to  be  relevant.     ( These are Dynamic Content) ( These are Dynamic Content) ( These are Dynamic Content)
  • 50. @msweezey John, I thought you’d like these 10 tips on nurturing. It was written by Trulia, one of our clients. Also if you’re looking for some research reports on marketing automation here’s the Gartner Magic Quadrant. Best, Mathew STAGE 3 CTA STAGE 2 CTA Choose Your Own Adventure This  is  how  you  use  Choose  Your  Own   Adventure  in  email.  By  allowing  people   to  self  select  into  content  you  gain  the   insights,  and  they  gain  trust.    
  • 51. @msweezey Gartner  predicts  by  2017  the   CMO  will  over  take  the  CIO  in   their  fight  for  the  largest  IT   budget  in  the  company.  This   trend  is  a  direct  representa7on   of  the  need  for  marke7ng  to   keep  up  with  a  longer  sales   cycle,  manage  more  channels,   and  technology  as  a  solu7on  to   these  issues.     Sales + Marketing 07
  • 52. @msweezey 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  marke7ng  are   crap.    This  causes  major  distrust   between  marke7ng  and  sales.  
  • 53. @msweezey Sales Automations Real time notifications Sales  then  gets  instant  no7fica7ons  of   any  lead  they  are  working  with  and   their  engagement  with  marke7ng.     Sales Nurturing Programs The  biggest  benefit  to  the  sales  and  marke7ng  program  are   sales  automa7ons  from  Pardot.  Giving  businesses  the  ability  to   generate  leads,  iden7fy  them,  and  close  them  faster.     One  click  nurturing  allows  sales  to  then   nurture  those  leads  who  are  not  ready   buy.  
  • 54. @msweezey Salespeople Are people And some of them are SMART! Marketers PLEASE REMEMBER:
  • 55. @msweezey 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.      
  • 56. @msweezey 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.      
  • 57. @msweezey 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.      
  • 58. @msweezey Agile Execution You’ll  need  to  use  forms   on  your  website  to  get   people  to  convert  into   your  audience.  There   are  things  you  need  to   know  about  modern   forms.     08
  • 59. @msweezey 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.
  • 60. @msweezey Your line probably looks like this.
  • 61. @msweezey Now try again, but feel free to stop when ever 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.
  • 62. @msweezey Your second line probably looks like this.
  • 63. @msweezey Agile Theory Small  and  frequent  itera7on  is  the  key  to  success  when  you  operate  in   dynamic  environments.  Our  marke7ng  enjoinment  is  dynamic  since  our   consumer,  and  channels  are  constantly  changing.  Technology  also  has   now  caught  up  to  a  place  where  instant  itera7on  is  possible.     User Stories MVPReview Execute
  • 64. @msweezey User Stories What is their role with the customer? What responsibilities do they have? What issues do they face? What do they want to learn? User Stories MVPReview Execute
  • 65. @msweezey MVP 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. User Stories MVPReview Execute
  • 66. @msweezey Review You need to have baselines to compare things to. Industry baselines will not help you much. Instead look at your own internal numbers. Better not best is what you should shoot for. User Stories MVPReview Execute
  • 67. @msweezey Pick up The Phone Was the content you engaged with helpful? How can it be better? What was the best thing you’ve found?
  • 68. @msweezey WRAP UP Marketing automation is the way to build a scalable, sustainable, and valuable marketing future. It also is the only way you can provide the type of relationship your modern buyer demands.
  • 69. @msweezey Thank you If you enjoyed it let me know @msweezey