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

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Savvy email marketers are increasingly automating multi-touch email campaigns intentionally sequenced to align with customer journeys and optimize conversion. While most realize an email series will outperform a single-message, figuring out how to map multi-message sequences and branching logic can be easier said than done. I'll present approaches for different types of email series (nurturing, product progression, education, events) and hacks to optimize message flow, offer progression, and content sequencing. If you've been struggling with how to conceptualize and implement advanced multi-touch email campaigns, don't miss this session.

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

  1. 1. Secrets to Successful Automated Email Journeys, Series & Sequenced Campaigns Karen Talavera Founder & CEO of Synchronicity Marketing Twitter: @SyncMarketing
  2. 2. Our Roadmap Twitter: @SyncMarketing © 2018 Synchronicity Marketing. All rights reserved
  3. 3. Before We Begin . . . Get a free Email Metrics & ROI Calculator and copy of this presentation! Link to Survey: bit.ly/b2bemailsurvey
  4. 4. Start with Mindset  Mindset before Skillset! Twitter: @SyncMarketing © 2018 Synchronicity Marketing. All rights reserved
  5. 5. 1. Understand the Customer’s Path to Purchase Twitter: @SyncMarketing © 2018 Synchronicity Marketing. All rights reserved
  6. 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. 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. 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. 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. 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. 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. 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. 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
  14. 14. 2. Why a Series or Sequence . . . . . . vs. a Single Message? Twitter: @SyncMarketing © 2018 Synchronicity Marketing. All rights reserved
  15. 15. Multiple Benefits Deliver Timely Information Build KLT Orient and Guide Teach and Train Twitter: @SyncMarketing © 2018 Synchronicity Marketing. All rights reserved
  16. 16. 3. The Best Sequences Mirror Real-World Behavior Twitter: @SyncMarketing © 2018 Synchronicity Marketing. All rights reserved
  17. 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. 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. 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. 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. 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. 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. 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. 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
  25. 25. 4. How Do You Do It? Twitter: @SyncMarketing © 2018 Synchronicity Marketing. All rights reserved
  26. 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
  27. 27. Inventory Your Content  Assess what you have (probably more than you realize) Twitter: @SyncMarketing © 2018 Synchronicity Marketing. All rights reserved
  28. 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. 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. 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. 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. 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. 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. 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. 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. 36. Example Lead Gen Workflow
  37. 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
  38. 38. 5. Case Scenario Twitter: @SyncMarketing © 2018 Synchronicity Marketing. All rights reserved
  39. 39. Individual Set Classroom Solution Building Level Solution District Level Implementation LEGO Product Progression Twitter: @SyncMarketing © 2018 Synchronicity Marketing. All rights reserved
  40. 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. 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
  42. 42. Personalized Nurturing Paths Twitter: @SyncMarketing © 2018 Synchronicity Marketing. All rights reserved
  43. 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
  44. 44. First Message: Introduce & Orient Offer is for a free sample kit for hands-on learning and guided product experience Twitter: @SyncMarketing © 2018 Synchronicity Marketing. All rights reserved
  45. 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
  46. 46. Third Message : Build Confidence Build confidence with a preview of the curriculum Twitter: @SyncMarketing © 2018 Synchronicity Marketing. All rights reserved
  47. 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
  48. 48. 6. Measure Conversion . . . . . . at Every Stage of Your Series Twitter: @SyncMarketing © 2018 Synchronicity Marketing. All rights reserved
  49. 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
  50. 50. LEGO – Open and Click-Through Twitter: @SyncMarketing © 2018 Synchronicity Marketing. All rights reserved
  51. 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. 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. 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. 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. 55. Last Chance for Survey Get a free Email Metrics & ROI Calculator and copy of this presentation! Link to Survey: bit.ly/b2bemailsurvey
  56. 56. QUESTIONS? Ask me anything at the Post-Presentation Huddle! Email: info@SynchronicityMarketing.com Twitter: @SyncMarketing Phone: 561.738.5138

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