This is my presentation from Silverpop's B2B Marketing University, September 14th in New York City. It explains the components of marketing automation, and gives examples of effective email marketing and landing pages.

1. Powering The Nurturing Dialogue
• Automating Email and Web Nurturing Programs
• Capturing and Acting on Buyer Data
• Nurturing in a Closed-Loop Environment

2. Introduction
Jep Castelein
Founder of LeadSloth
www.leadsloth.com

3. Agenda
1. Understanding Marketing Automation
2. Doing More With Email
3. Creating Better Landing Pages

4. Understanding MARKETING AUTOMATION

5. What is Marketing Automation?
• Database
• Email
• Campaigns
• Lead Scoring
• Analytics
• Website
• Sales Support

6. Email
Sales Tools Campaigns
Database
Contacts
Website Lead Scoring
Content & Layout
Webs
Analytics
ite
The Components of Marketing Automation

7. Manage Your Marketing Database
 Synchronize with CRM
 Data Quality
 Content Management
 Template Management

8. Start Doing Email Marketing
 Sending email:
 Batch (e.g. newsletter)
 Drip (email sequences, linear)
 Campaigns (multiple flows, branching)
 Individual (e.g. sent by a sales person)
 Consistency
 Personalization

9. Design Campaign Workflows
 Goal: a conversation with the prospect
 Automated Sequences
 A prospect can be in one or more campaigns
 Multi-channel

10. Grade Leads With Lead Scoring
 Lead Scoring is used to find out if:
 Learn more about the prospect's stage in the
buying process, and their interests
 Prospect fits the profile
= you want to talk to them
 Prospect shows interest
= they want to talk to you
 At a specific threshold, leads are sent to sales

11. Monitor and Accelerate the Buying Process
 ROI Reports
 Pipeline reports (a.k.a. Waterfall)
 Closed-loop reporting
 Campaign reports
 Email reports
 Custom reports

12. Source: SiriusDecisions

13. Tie Everything Into Your Website
 Website Tracking
 Anonymous
 Identified
 Landing Pages
 Microsites
 Registration Forms
 Form Builder
Websit
e

14. Increase Productivity of the Sales Force
 Sales dashboard for finding the best leads
 Capture and display lead activity
 Identified web visitor notifications
 Anonymous web visitor identification
 Outlook plug-in
 Email templates

15. Web Business
Analytics Intelligence
Social Media Marketing
& Search Website CRM
Automation
Email
Marketing
Lists DAM
The Marketing Software Ecosystem

16. CRM vs. Marketing Automation
CRM Marketing Automation
Native Email Marketing No Yes
Drip Email Marketing No Yes
Automated Campaign Flows No Yes
Dynamic Lists No Yes
Web Analytics No Yes
Deduplication No Yes
Behavioral Lead Scoring No Yes
Unified Leads & Contacts No Yes
Advanced Form Builder No Yes
Landing Page Builder No Yes
Marketing Analytics Limited Yes
Sales Opportunities Yes No
Forecasting Yes No
Call logging Yes No

17. Doing More With EMAIL

18. Getting Your Emails Read & Acted Upon
• Getting Emails Delivered
• Getting Emails Opened
• Getting Emails Read
• Getting Emails Acted Upon
• Advanced Email Campaigns

19. Getting Your Emails DELIVERED
• Processes
• Opt-in & unsubscribe
• Be relevant
• Avoiding spam-sensitive text
• Clean HTML
• Technology
• SPF, Sender ID, Domain Keys
• Vendor’s reputation & knowledge
• Testing, message & inbox testing

20. SPF Failure Example
Received: from mail01.response.demandbase.com
by mx.google.com with ESMTP id
u9si1460881ibu.21.2010.09.02.07.33.32;
Thu, 02 Sep 2010 07:33:33 -0700 (PDT)
Received-SPF: fail (google.com: domain of DemandbaseInc@en25.com
does not designate 204.92.22.61 as permitted sender)
client-ip=204.92.22.61;
Authentication-Results: mx.google.com; spf=hardfail
(google.com: domain of DemandbaseInc@en25.com does not
designate 204.92.22.61 as permitted sender)
smtp.mail=DemandbaseInc@en25.com

21. Getting Your Emails OPENED
• Recognizable “From” Address
• Compelling subject
• 40-50 characters
• Benefit or curiosity-invoking
(give people a reason to read it)
• Select your audience

22. Examples From My Email Swipe File

23. Getting Your Emails READ
• Headline
• First Paragraph
• Sub-paragraphs
• Concise writing style
• Consistent with Subject

24. Bad Email Copy
Subject: 11 Email Marketing Terms You Need to Know

25. Great Email Copy
Subject: New eBook: A B2B Marketer's Guide to Great Facebook Pages

26. Getting Your Emails ACTED UPON
• Offer consistent with subject & body text
• Compelling offer
• Attractive
• Realistic
• Just one landing page
• Provide multiple links or button that go to that
landing page

29. Drip Email Campaigns
• Goal: eliminate follow-up failure
• Solution: design email sequences
• Often triggered by prospect
• Examples:
• Educating new prospects
• Supporting prospects while they try out your product
• Upselling for existing customers

30. Example Drip Campaign
eBook Link to Sales On-Demand
Registration Delivered Demo Intro Webinar
Day 0 Immediate Day 2 Day 4 Day 7

31. Advanced Email Campaigns
• Drip email is relatively unsophisticated
• Not personalized for buyer persona or interest level
• Design Multiple Campaign Tracks
• Each track for different audience & buying stage
• Switch tracks based on user behavior
• Two types:
• Long-term Campaigns (e.g. stay-in-touch or events)
• Triggered Campaigns (started by a trigger)

32. Examples of Advanced Email Campaigns
• Managing events, such as webinars
• Education of prospects, segmented by:
• Stage in the buying process
• Buyer persona
• Lead reactivation campaigns
• Where to start?
• Align with your business objectives
• Start simple, and get more sophisticated as you go

33. Benefits of Advanced Email Campaigns
• Making prospects sales-ready
• Reducing the time spent by sales people
educating prospects
• Minimizing sales funnel leakage
• Motivating the prospects to evaluate your
product
• Getting prospects to order the product online

34. Creating Better Landing Pages

35. Best Practices for LANDING PAGES
• Goal: increase conversion of the right prospects
• Simple design
• Remove navigation
• Put form above the fold
• Consistency
• Page should reflect call to action from email
or pay-per-click campaign
• Testing

36. Example LANDING PAGES

37. Example LANDING PAGES

38. Best Practices for FORM Design
• Use a WYSIWYG Form builder
• Prefilled forms
• Progressive forms
• part technology, part technique
• No excel sheets anymore: save leads straight
into Marketing Automation & CRM
• Deduplication
Add screen shots

39. Q&A
jep@leadsloth.com
1-888-4A-SLOTH
www.leadsloth.com
@jepc @leadsloth