Secrets to Successful Automated Email Journeys, Series & Sequenced Campaigns (MarketingProfs B2B Forum 2018)

1. Secrets to Successful Automated Email Journeys, Series & Sequenced Campaigns Karen Talavera Founder & CEO of Synchronicity Marketing Twitter: @SyncMarketing

3. Before We Begin . . . Get a free Email Metrics & ROI Calculator and copy of this presentation! Link to Survey: bit.ly/b2bemailsurvey

6. 1. Consideration Path – the decision-making journey your prospect takes toward becoming a customer 2. Product Path – the intentional sequence of products/services you offer once they become a customer 3. Progression Path – the path down which you invite customers to grow long-term relationships through additional product offerings A Journey Can Have Multiple Paths Twitter: @SyncMarketing © 2018 Synchronicity Marketing. All rights reserved

7. 1 • What ignites the consideration process? 2 • Which consideration path do your customers travel? 3 • What encourages people down the path? 4 • What discourages, stalls or stops them? Twitter: @SyncMarketing © 2018 Synchronicity Marketing. All rights reserved Must Knows

8.  Do you know which purchase consideration path your prospects take in deciding to become customers – or that your product/service requires?  Craft your email to accelerate, enable, or streamline their journey Quick WindingLong Long & Winding 4 Types of Consideration Paths Twitter: @SyncMarketing © 2018 Synchronicity Marketing. All rights reserved

9. Quick Path  Low decision time  Low price/investment  Little or no comparison-shopping  No need to be approved or qualified  Universal or broad market appeal  Minimal consensus-building  Often a commodity  Examples: Song, book, subscription, food item, office supply, restaurant reservation Twitter: @SyncMarketing © 2018 Synchronicity Marketing. All rights reserved

10. Winding Path  Low-to-medium price/investment  Medium time investment  Often involves comparison-shopping  Requires review of details, specs, terms, facts, figures, etc.  May need approval or qualification  Broad market appeal  Some consensus-building  Examples: Software, computer, television, business trip, conference/event, insurance Twitter: @SyncMarketing © 2018 Synchronicity Marketing. All rights reserved

11. Long Path  Medium-to-high price/investment  High time investment or time-to-complete  Requires comparison-shopping  Requires review of details, specs, terms, facts, figures, etc.  Often involves approval or qualification  Often consensus-building  Examples: Mortgage, car, benefits provider, consulting, many business services Twitter: @SyncMarketing © 2018 Synchronicity Marketing. All rights reserved

12. Long & Winding Path  High price  High time investment or time-to-complete  Definite comparison, detail review and research  Usually involves approval or qualification  Often involves changing circumstances, dependencies or shifts in direction of decision  Examples: Home remodel, long-term business contract, real-estate investing, IT purchase, etc. Twitter: @SyncMarketing © 2018 Synchronicity Marketing. All rights reserved

13. What is “Journey Mapping”?  A process/tool companies use to help them see what their customers truly want and how they go about getting it  The map portrays the story of the customer’s experience from initial contact, through the process of engagement and into a long-term relationship 13

17. Most Common Types  Lead nurturing  Long purchase path  Long interval between purchases  New subscriber onboarding  New Member/Customer  Large/complex product set  Inactive customer  Inactive in channel  Abandonment recovery Twitter: @SyncMarketing © 2018 Synchronicity Marketing. All rights reserved

18. Most Common Types  Crowded landscape with many options  Customer defection prevention  Convert MQLs to SQLs  Event Promotion  Product Progression  Up-sell/Cross-sell  Traditional user training (how to use product/service)  Expertise-building  Content marketing to build entrenchment Twitter: @SyncMarketing © 2018 Synchronicity Marketing. All rights reserved

19.  After initial purchase, what logically comes next?  Does everyone begin at entry-level, or not necessarily? Entry Product Other Product Family Member Related Product/Service Next Level Product/Service Other Product Family Member Related Product/Service Highest Level Product/Service Product Progression Twitter: @SyncMarketing © 2018 Synchronicity Marketing. All rights reserved

20. Product Progression Should Have  A “problem/solution” sequence  Price escalation  Commitment escalation  Value that increases as price/investment increases  Value that increases proportionately greater than price  Rewards for long-term loyalty and repeat business  Referral opportunities Twitter: @SyncMarketing © 2018 Synchronicity Marketing. All rights reserved

21. Map Your Path • Low price, involvement, personal contact, value Entry-Level • Higher price, involvement, personal contact, service levelIntermediate • Highest price, involvement, 1:1 contact, service level Premium Twitter: @SyncMarketing © 2018 Synchronicity Marketing. All rights reserved

22. Chocolate Cupcake Strawberry Cupcake Combo Pack (Volume Discounts) Frequency Program (Reward Loyalty) Cupcake Monthly Subscription Holiday Gifting/Gift Reorder Corporate Gift Program Simple Example: Cupcakes

23. Lead Nurturing  Sales funnels waaaay longer in B2B than B2C  Three typical stages  The “lead” stage can be lengthy and involve levels of qualification before a contact is moved further down the funnel. This is where lead nurturing pays off! Twitter: @SyncMarketing © 2018 Synchronicity Marketing. All rights reserved

24. Lead Nurturing Should  Introduce, Orient and Guide  What do I need to know to get started? Where do I begin?  Educate and Inform  Which facts, features and benefits are most relevant to my needs? Will your solution solve my problems?  Build confidence (encourage down the path)  Why should I choose your solution over others? What have others in my situation done and how have they succeeded through you?  Overcome friction/resistance (mitigate discouragement)  How can I be sure I’m making the right choice? WIIFM?  Request Action! Twitter: @SyncMarketing © 2018 Synchronicity Marketing. All rights reserved

26. Essential Ingredients Compelling Content CTA/Offer Sequence Lead Scoring Behavior Tracking Triggered Message Automation “Sense & Respond” MA Platform Twitter: @SyncMarketing © 2018 Synchronicity Marketing. All rights reserved

28. Content Must be COMPELLING  After taking inventory, work with only your best assets.  What is compelling?  Relevancy  Optimized winning SLs and key words (based on testing or AI)  Different from what your competitors are doing  Personalized

29. Stage-Based Content Strategy  Determine the content best suited to either a stage in the sales funnel or on your consideration path:  Top-of-funnel (TOFU): Create Awareness  Middle-of-funnel (MOFU): Support Evaluation  Bottom-of-funnel (BOFU): Validate Purchase Decision Twitter: @SyncMarketing © 2018 Synchronicity Marketing. All rights reserved

30. Determine BANT • Do they have the ability to spend?Budget • Are they the decision-maker?Authority • Do they have an urgent problem/pain to address?Need • Do you know a timeframe in which they need a solution (or can spend?)Timing Twitter: @SyncMarketing © 2018 Synchronicity Marketing. All rights reserved

31. BANT Can Occur in Stages  Sometimes we can’t learn or don’t know all BANT elements right away, so BANT Stage helps determine approach Twitter: @SyncMarketing © 2018 Synchronicity Marketing. All rights reserved

32. Scoring Guides Investment  When a prospect or customer has taken actions you can measure and you know what each is worth, you know how much time and effort to invest. Twitter: @SyncMarketing © 2018 Synchronicity Marketing. All rights reserved

33. Assign Content by Score or Stage  Lead Scoring based on BANT stages is helpful in determining which types of content to use when messaging to different levels of the sales funnel Twitter: @SyncMarketing © 2018 Synchronicity Marketing. All rights reserved

34. Measure Valuable Actions  Which actions that move a subscriber down the path/journey can you measure?  Open or click email  Downloaded content asset  Engagement in other channels (social, mobile, store)  Webinar registration  Live event attendance  Request conversation  Request Proposal  What is each worth in terms of qualification value? Likelihood to convert? Twitter: @SyncMarketing © 2018 Synchronicity Marketing. All rights reserved

35. Plan Your Email Series Twitter: @SyncMarketing © 2018 Synchronicity Marketing. All rights reserved  Define  Starting points  Whether or not you’ll use branching logic based on response/non- response  Escalation points  CTA Flow  Sundowning (end point)

36. Example Lead Gen Workflow

37. Program in ESP/MA & Deploy  Set up your concept by creating workflows in your email or marketing automation platform  Double check:  Data flows – is there an API pulling in data from elsewhere?  Test treatments (i.e., A/B Subject Lines)  Suppression Rules  QA and dry-run test before deployment!! Twitter: @SyncMarketing © 2018 Synchronicity Marketing. All rights reserved

40. LEGO’S Approach  Launched email drip campaigns for distinctly different products and based follow-up nurturing series on specific product interest  Continued branching logic further so as prospect reinforces or changes product interest, messages adjust to match  More to Math  Machines & Mechanisms  Literacy (Hands on, Minds on) Twitter: @SyncMarketing © 2018 Synchronicity Marketing. All rights reserved

41. Score Based on BANT Elements  Assigning a score range to each BANT element helps place potential buyers into unique stages of a series and creates more specific messaging and content mapping  For example, low urgency or no budget lowers score  Unknown decision-making authority determines different approach than dealing with a known decision maker  Elements LEGO Education uses to determine BANT  Job Title  Timeline for purchase  Funding available? Twitter: @SyncMarketing © 2018 Synchronicity Marketing. All rights reserved

43. Campaign Detail Did not sign up for sample set Sign up for sample set Week 2 CTA: Watch video to learn more Week 3 CTA: Preview the curriculum pack Week 4 CTA: Preview the assessment Week 5 CTA: Preview software & Buy Now Day 1: Sign up to receive a free sample set Day 5: Sign up to receive a free sample set Twitter: @SyncMarketing © 2018 Synchronicity Marketing. All rights reserved

45. Second Message: Educate and Inform Visually educate and inform Watch and learn how MoreToMath bridges math facts with problem-solving practices Twitter: @SyncMarketing © 2018 Synchronicity Marketing. All rights reserved

47. LEGO Education Content  Content was inventoried and assigned into one of six stages: Stage 6: Advocacy Stage 5: Usage Stage 4: Introduction Stage 3: Purchase Stage 2: Consideration Stage 1: Awareness Twitter: @SyncMarketing © 2018 Synchronicity Marketing. All rights reserved

49. What’s Worth Measuring?  Email Opens and Clicks throughout  By message, and in aggregate over the life of a series  Completed calls-to-action (Conversion)  What was the primary objective of each email message? Of an entire series? An entire program?  Measure both individual conversion message-by- message, and cumulative over a series/program Twitter: @SyncMarketing © 2018 Synchronicity Marketing. All rights reserved

51. Don’t Forget “By-Touch” Analysis  Analyze response and engagement by individual touch to determine  Incremental conversion uplift (gain) by touch  Optimal series length  Content and CTA strengths/weaknesses (and where to test changes)  Abandonment points Twitter: @SyncMarketing © 2018 Synchronicity Marketing. All rights reserved

52. Lego Education By-Touch Analysis 15.9 14 13.9 35.2 30.9 30 29.6 27.8 4 3… 3.2 9… 7.3 6… 6.8 6.2 0 5 10 15 20 25 30 35 40 1 2 3 4 5 6 7 8 Open & Click Rates Open Click Twitter: @SyncMarketing © 2018 Synchronicity Marketing. All rights reserved

53. Watch For . . .  A sudden decline in opens/clicks at a specific point or after a specific message in the series  Spike in response to a particular message in series  Could be a sign of strong offer or resonating content  Spike in complaints or unsubscribes  Diminishing returns (perhaps too long a series?) Twitter: @SyncMarketing © 2018 Synchronicity Marketing. All rights reserved

54. Do Test Offers and SLs Use Branching Logic Create Rest Points for Non- Responders Personalize Be Mindful of Suppression Logic Needed Test to Seed Names before live deployment! Don’t Use generic content Test more than one factor at a time Create a "one size fits all" message sequence Attempt without a platform that can handle true marketing automation Go to all the trouble if you can't measure response! Twitter: @SyncMarketing © 2018 Synchronicity Marketing. All rights reserved Key Take-Aways

55. Last Chance for Survey Get a free Email Metrics & ROI Calculator and copy of this presentation! Link to Survey: bit.ly/b2bemailsurvey

56. QUESTIONS? Ask me anything at the Post-Presentation Huddle! Email: info@SynchronicityMarketing.com Twitter: @SyncMarketing Phone: 561.738.5138

Secrets to Successful Automated Email Journeys, Series & Sequenced Campaigns (MarketingProfs B2B Forum 2018)

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