7 Advanced Tips for Driving Demand- A Case Study in Marketing Automation

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Increase Demand by 300%, a Case Study in Marketing Automation by Mathew Sweezey of Pardot at BMA Carolinas, January 2014

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7 Advanced Tips for Driving Demand- A Case Study in Marketing Automation

  1. 1. 7 Increase conversions by 300% a case study in Modern marketing ADVANCED TIPS FOR DRIVING DEMAND
  2. 2. M g tin rke a ay about all d at I think nd wh passion, a e, work, Is my lov every day Author: Marketing Aut o For Dummies – mation 2014 @msweezey - Mathew “Sweezey”
  3. 3. Atlanta Craftbrewing
  4. 4. Kaela Goddaughter
  5. 5. Japan Snowboarding
  6. 6. WHY  WE’RE  HERE   MORE (LEADS) BETTER
  7. 7. Will be sent out after the presentation PSA SLIDES
  8. 8. PSA NOSILVERBULLETS
  9. 9. NASA MORE POWER IN A GOOGLE SEARCH,   THAN ALL OF NASA HAD IN TO PUT A MAN ON THE MOON
  10. 10. Attention Span 8 seconds
  11. 11. Consumer Executive Board 2/3
  12. 12. 76% go to Google times to research a purchase
  13. 13. TIP 1 Understanding THE NEED FOR STAGE BASED LEAD NURTURING
  14. 14.       DIAGRAM OF 
 RESEARCH 12 3
  15. 15. TIP 2 LEARN TO MAP CONTENT TO YOUR STAGE BASED STRATEGY
  16. 16. CONTENT CONTENT CONTENT - Seth Godin (1999)
  17. 17. 294 Billion Emails 2 Million Blog Posts 250 Million Photos
  18. 18. RELEVANT ENGAGING (FRESH) -Jay Baer (2012)
  19. 19. Of survey respondents said they want different content at each stage of research.       CONTENT ENGAGEMENT 77%
  20. 20. -Any content about how to do their job better       Content By Lead Stage 1 2 3 -Any content about how others benefited -Any content about why you are the best choice
  21. 21. TIP 3 CONSIDER" HOW SMART " YOUR LEADS " ARE: WICKED SMART
  22. 22. SURVEY A OR B  
  23. 23. WICKED SMART 1 20
  24. 24.       SUBJECT LINES 12 3
  25. 25. TIP 4 KEEP THEM MOVING ON DOWN THE LINE BY READING THEIR MIND
  26. 26. Conversions are their key metric. Learn the benefits of “Others Also Like This” -Jeff Bezos (2007)
  27. 27.       DIAGRAM RESEARCH 12 3
  28. 28.   CALL TO 
 ACTIONS John, Here is a case study from Comscore showing how they changed their email programs to drive more revenue. I thought you’d enjoy reading it. Or if you’d prefer here is a worksheet they used to help them start on their process. Best, Mathew Sweezey 2 3
  29. 29. TIP 5 IT’S EASY AS 1-2-3 SIMPLE AS DO, RE, MI BABY, YOU AND ME GIRL
  30. 30.   UR  BASE   YO TA DA ?
  31. 31. 1-2-3
  32. 32. 1-2-3
  33. 33. 3-2-1 2 3 3 2 1 1
  34. 34. 200k
  35. 35. TIP 6 I’LL TAKE “THE PEN IS MIGHTiER” FOR $500 TREBEK -SEAN CONNERY
  36. 36. Prefer content to be less than 5 pages. Only 1.7% would prefer more than 5 pages.       CONTENT ENGAGEMENT 7I%
  37. 37. TIP 7 NURTURING ISN’T EMAIL ONLY!!!
  38. 38. CHANNEL CROSS
  39. 39. Internet Email Facebook Telemarketing Fax Television Print Direct Mail Radio 1960 ! 5 marketing Channels 2013! 60+ marketing Channels 2020! 100’s of marketing Channels
  40. 40. Questions? @msweezey

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