5 Marketing Automation Myths -- DEBUNKED

@msweezey
5 Marketing Automation
Myths…DEBUNKED
Mathew Sweezey:
Author & Evangelist
Salesforce.com
#marketingmyths

@msweezey
Mathew Sweezey:
Author & Evangelist
Salesforce.com
Marketing Automation for Dummies
Byline for ClickZ.com
B2B marketing Evangelist
Co-Founder Eventide Brewing
#marketingmyths

@msweezey
5 Myths Debunked
• It’s a big investment
• It’s easy to see results
• Email is email is nurturing
• Nurturing is “one size fits all”
• It’s only for marketing
#marketingmyths

@msweezey
1) It’s a BIG INVESTMENT
#marketingmyths

@msweezey
Half True, but…
#marketingmyths

@msweezey
2017 Gartner predicts the CMO has
the biggest budget in the
organization.
#marketingmyths

@msweezey
SO All future marketing efforts are
going to cost more than they ever
did before. So, let’s clear that up.
#marketingmyths

@msweezey
Marketing automation
vs.
Marketing Automation
#marketingmyths

@msweezey
Marketing automation
With a lowercase “a” can be anything from integrating your
MailChimp email to your WordPress site, to using a single point
solution just to build your new landing pages. These tools are
usually less than $100 per month.
#marketingmyths

@msweezey
Marketing Automation
With a captial “A” refers to a full platform of tools. These solutions
can range from a few hundred per month to many thousands per
month. They are usually the next step, once you have reached a
certain level of sophistication.
#marketingmyths

@msweezey
2) It’s easy to see results
#marketingmyths

@msweezey
“Ease of use”
Does not mean “No work required”
#marketingmyths

@msweezey
If you do not invest the time
to learn modern marketing
techniques, you will not see
the promised results.
#marketingmyths

@msweezey
If you do not put in the work
up front, you will automate
bad marketing.
#marketingmyths

@msweezey
Read - Marketing Automation for Dummies
Follow – 25 Marketing Automation thought leaders
Watch – Every video your tool produces on best
practices
#marketingmyths

@msweezey
3) Email is Email is Nurturing
#marketingmyths

@msweezey
FALSE!!!!!
#marketingmyths

@msweezey
Traditional email is 1:many
#marketingmyths

@msweezey
Marketing Automation is 1:1
#marketingmyths

@msweezey
John,
I thought you’d like these 10 tips on
nurturing. It was written by
LenoxSoft, one of our clients.
Best,
Mathew
Subject Line: I thought you’d like
to check this out.
From: Mathew Sweezey
• RICH Text, not HTML
• Only 2 hyperlinks
• No salutation
• No signature box
They choose their own adventure
as to which content we should
send them next.
#marketingmyths

@msweezey
Marketing Automation is
tactical.
#marketingmyths

@msweezey
John,
I thought you’d like these 10 tips on
nurturing. It was written by Lenoxsoft,
one of our clients.
Also, if you’re looking for some
research reports on marketing
automation, here’s the Gartner Magic
Quadrant.
Best,
Mathew
STAGE 2 CTA
STAGE 3 CTA
#marketingmyths

@msweezey
4) Nurturing is “one size fits all”
#marketingmyths

@msweezey
77% of B2B buyers want
content tailored to the stage
they are in.
-Pardot research, 2013
#marketingmyths

@msweezey
Daily content consumption. Usually is Learn and
Escape. Happens across all media channels.
How we engage with Research content.
#marketingmyths

@msweezey
“I just need better
segmentation…”
-the girl at the party
#marketingmyths

@msweezey
Help them do their
job better
Personal,
non-branded content.
It is not about you, so
do not talk about you.
Subject line: No/No
Get buy-in from the
team
Branded content is
okay. Social proof is
critical at this stage.
Subject line: No/Yes
Select vendor
It’s not about you, so
talk yourself up. This
is when comparison
charts come in
handy.
Subject line: Yes/Yes
Stage 1 Stage 2 Stage 3
#marketingmyths

@msweezey
Nurturing is a highly tactical
content delivery method.
#marketingmyths

@msweezey
Daily content consumption. Usually is Learn
and Escape. Happens across all media
channels.
How we engage with Research content.
#marketingmyths

@msweezey
Problem/Goal Type of Drip Program
Cold Database 3-2-1
Automate Lead Nurturing Stage-Specific Drip
Event Pre and Post Follow-ups Event-Specific Drip
Cold Marketing Lead Drip 3-2-1
Cold Sales Lead Drip Straight Drip
Competitive Drip Straight Drip
Lost Deal Drip Straight Drip
#marketingmyths

@msweezey
3 2 1
3 2 1
3-2-1
#marketingmyths

@msweezey
3 2 1
2
2Secondary CTA
Secondary CTA
STAGE BASED NURTURING CAMPAIGN
#marketingmyths

@msweezey
6) It’s only for marketing.
#marketingmyths

@msweezey
Lost DealAfter opportunity field is updated,
contract date is set, campaign is set
to begin 60 days before renewal.
Schedules takes for account owner to
reach back out at the beginning of the
campaign.
#marketingmyths

@msweezey
Sales support
#marketingmyths

@msweezey
C.F.L.Reads contract date, set and adds to
nurturing campaign which begins 90
days before expiration.
#marketingmyths

@msweezey
Keep in
TouchSupport ticket closes, automatically
add to two-email drip campaign
asking how it was. 3 days later for
review.
#marketingmyths

@msweezey
6) Additional resources
#marketingmyths

@msweezey
Thank you!Now, let’s get to questions…
#marketingmyths

5 Marketing Automation Myths -- DEBUNKED

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