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Humanization content b2 b email marketing silverpop marketingprofs


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Presentation from the 2014 MarketingProfs B2B conference.

Published in: Marketing
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Humanization content b2 b email marketing silverpop marketingprofs

  1. 1. Using Content and Humanization to Turn B2B Emails into H2H Emails Loren McDonald VP, Industry Relations @LorenMcDonald
  2. 2. Dear Loren, The rest of this email is generic … @LorenMcDonald
  3. 3. Using a person’s name as the from name is NOT how you humanize emails. @LorenMcDonald
  4. 4. Anyone know who Todd Scholl is?
  5. 5. Oh, OK.
  6. 6.­‐content/ uploads/2014/06/ BEING_HUMAN_being_human_us_18319766_ Not! 1024_568.jpg
  7. 7. Humanization Agenda Background Tips Email Critique Q&A Today’s Agenda
  8. 8. Background @LorenMcDonald
  9. 9. B2B? Is it really?
  10. 10. Who are the buyers? End user Buyers Manager Related depts Influencer Purchasing Legal Executive sponsor Consultants
  11. 11. What do they have in common? Individual People Employees Company
  12. 12. Today’s bumper sticker … Companies don’t buy stuff People do
  13. 13. B2B: Is it Really
  14. 14. How do we communicate to these buyers? • Direct mail • Webinars • Phone calls • White papers • eBooks • Videos • Conferences • Email newsletters • Nurture emails Who engages with this content? -­‐ People
  15. 15. So how does Ann Handley define quality content? Human, Quality Content Creative, data driven, well-­‐ produced Utility Inspiration Empathy Source: “Everybody Writes”, Ann Handley Helps ease pain, burdens and with making decisions Relentless focus on your customer
  16. 16. So what does a stinky email look like? @LorenMcDonald
  17. 17. New company name or new white paper? Who the hell is Samantha Braverman Winterberry Group should be in from name Some context please … tell me more … -­‐ No CTA button -­‐ Not scannable -­‐ Pass the reading glasses -­‐ Where is the white space?
  18. 18. So then what does “being human” look like?
  19. 19. Humanization and Content Tips @LorenMcDonald
  20. 20. CTAs Must Pop and Be Finger Friendly Old Template: • Small font • Gray link, poor contrast • Not finger friendly New Template: • Larger font • Links “pop” • Good contrast • Reasonably finger friendly
  21. 21. Single Most Important Thing You MUST Do … • Body copy: 14px+ • Headlines: 22px+ • Buttons: 44px by 44px Increase Font Size Do NOT Make Readers Pinch or Squint
  22. 22. Ignoring the punctuation and awkward sentence, I’m kind of intrigued …
  23. 23. Ouch. No, I didn’t read on. Please give my eyes a break. Color Color. -­‐ -­‐ -­‐ Sub Sub heads head -­‐ Imagery
  24. 24. Chunks, Colors, Images, Contrast, Scannable
  25. 25. Litmus Newsletter Example • Large font • Scannable • Action-­‐oriented • Strong CTA • Specific • Inviting • Bullet-­‐proof • The answer … • “2nd step” • Just enough detail • Creates the problem
  26. 26. • Helpful • Educational • Resources
  27. 27. Solving the problem by finding a free resource for YOU.
  28. 28. Helpful reminders about features … you may not remember or know about.
  29. 29. Simple content that helps.
  30. 30. It’s a party. Have some fun. Be poetic.
  31. 31. Honest Straight talk Empathetic Responsive
  32. 32. Are you addressing customer pains?
  33. 33. • Pain points identified • How to ease the pain
  34. 34. It’s a lovely irony that to become more personal, B2B marketers need to become more automated.
  35. 35. Collect Information on Customer’s Segment
  36. 36. Give Customer Relevant Information on Products
  37. 37. Collect Contact Information for Consultant
  38. 38. Prospect put into nurture track based on which eBook downloaded.
  39. 39. Personalized, dynamic content based on lead score, past purchases, bus builder, etc.
  40. 40. Tweet this: Be your email subscribers’ “content Sherpa” via @LorenMcDonald #MPB2B #emailmarketing
  41. 41. Make CTAs Jump Off the Page Kind of hard to miss …
  42. 42. Weird Al’s Rebirth: Marketing Lessons That Rock
  43. 43. Pre-­‐header Make Over Weird Al’s Rebirth: Marketing Les … What Markets Can Learn From Weird Al | Bing Integrates Twitter
  44. 44. -­‐ Test “editor comments” -­‐ 2-­‐column = read or ignore -­‐ What about a real person’s name?
  45. 45. Is your content truly interesting and engaging?
  46. 46. -­‐ Don’t just use the beginning of the article -­‐ Explain why a subscriber should read it -­‐ Highlights -­‐ Pain/Opportunity -­‐ Value gained Just say no to … Click Here
  47. 47. How cool is this? A behind the scenes tour of how the software service you use actually works.
  48. 48. OK, preferably a human face … but let them know who you are, what you look like.
  49. 49. Agency team profiles -­‐ Bring your company to life by profiling customer-­‐ facing employees
  50. 50. Dynamic and automated emails don’t have to be impersonal.
  51. 51. Fun, but a bit aggressive and risky Nice transition from “joke” to “solution.”
  52. 52. Being Human Takeaways @LorenMcDonald
  53. 53. Have a conversation Show Takeaways empathy Tell them what to do Make it easy Personalize content Maybe make it fun
  54. 54. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and The Silverpop Marketing Platform The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. UNIVERSAL BEHAVIOR Capture Every Action Captures and manages behavior across every digital and offline channel to build unparalleled insight into each individual SINGLE IDENTITY Connect The Dots Connects every customer touch point into a single view MULTI-­‐ CHANNEL Communicate Across Platforms Sends personalized messages everywhere each customer prefers to connect BEHAVIORAL INSIGHTS Understand Path To Revenue Discovers customer preferences by analyzing data from all devices and channels MARKETING DATABASE Manage Behaviors At Scale Manages everything about each customer, easily and at scale INTERACTION ENGINE Automate Communications Gets personal with each customer, one at a time and in real-­‐time
  55. 55. Interested In Learning More?­‐resources