E-mail marketing and Lead Nuturing for Startups

Making Your Funnel Work
E-mail marketing & Leadnurturing

Recap
© https://e-commercemanagers.com 2

© https://e-commercemanagers.com
Report
Automate
Optimize
Customer
Journey Map
Measurement
Plan
Analytics
Implementation
Run Business
(ads, content,
leads, etc)
1A: OPTIMIZATION FRAMEWORK
3

1B: KPI’s + CRO + Marketingstack
4

2A: CONTENT MARKETING
5

2B: LEGAL
6
GDPR
 Timestamp, channel and reason for opt-in
 Limit data collection
 Opt-in only
CCPA
 Follow GDPR and in most cases you will be fine
Copyright
 Negotiate when you can
 Protect your brand and designs

3A: GOOGLE ANALYTICS + GOOGLE TAG MANAGER
7
Google Analytics
 Use filters in your Views to exclude IP adresses of internal users
 Use Goals to measure critical steps in your customer journey
 Use UTM tracking parameters to measure your traffic sources
 Use Event tracking to measure onsite behaviour
 Use Segments to slice up the behaviour of groups of users
Google Tag Manager
 Run all (including GA) your external scripts in one place
 Implement pixels and scripts without the help of a developer
 In most cases: speed up the loadtime of your website

SEO
Overview
Onpage
Content
Keywords
Semantics
UX metrics
Multimedia
Outbound
links (i/e)
Architecture
URL structure
Internal links
Microdata
Loadtime
SSL
Offpage /
Linkbuilding
Relevancy
Keywords Semantics
Anchor text
Webpage
Website
Importance
Topical
authority
Likeability
Social signals
Citations
(unlinked
mentions)

APP MARKETING
Search
E-mail
Social
Ads
Website App Store App
Inapp
Push
E-mail
SMS
Ads
Traffic sources
User-Engagement

LANDING PAGE OPTIMIZATION

TRIALS – BEST PRACTICES
Trials
 Don’t ask for creditcard details starting your
trial
 If you want correct e-mail addresses, send
them a confirmation email with login link
 If you need phone numbers for outbound
reasons, send them an SMS code with
verification
 Call them while they are logged in, in their first
session!
 In follow-up sequence (during trial period):
focus on functionality, features and
integrations
 Only when logged in several times, during trial,
also send upgrading and pricing information
 Serious trial (several logins and several events)?
Offer trial-extension

MONTHLY ACTIVE USERS
 2020
Monthly active users (millions)
Facebook 2.700
Youtube 2.000
Whatsapp 2.000
Facebook Messenger 1.300
Instagram 1.158
Reddit 430
Pinterest 416
Twitter 353
Quora 300
Linkedin 260

E-mail marketing &
Leadnurturing

E-MAIL MARKETING
 Metrics
 List building
 Tools
 Sender reputation
 Text or HTML
 DKIM etc
 Increase deliverrate
 Increase openrate
 Increase clickrate
 Personalization
 Marketing Automation for SMB
 Features
 PAIN + FIT
 BANT (old school)
 Priority
 Critical events
 Types of content
LEAD NURTURING

E-MAIL MARKETING STATS
 Mobile opens account for 46 percent of all email opens
 35% of business professionals check email on a mobile device
 73% of millennials prefer communications from businesses to come via email
 Marketers who use segmented campaigns note as much as a 760% increase in revenue
 35% of marketers send their customers 3-5 emails per week
 78% of marketers have seen an increase in email engagement over the last 12 months
 80% of business professionals believe that email marketing increases customer retention
 59% of respondents say marketing emails influence their purchase decisions
 81% of B2B marketers say their most used form of content marketing is email newsletters
 87% of B2B marketers say email is one of their top free organic distribution channels
 90% of content marketers say email engagement is the top metric they track to measure
content performance
Source: Hubspot 2020

E-MAIL METRICS
This are not leadnurturing metrics
 Deliverrate / bouncerate (hard bounce vs soft bounce)
 Openrate
 Clickrate
 Conversionrate
 Unsubscribes
 List growth (gross / net)
 Spam complaints
 Conversion rates / Content consumption metrics

SENDER REPUTATION
Increase reputation
 SPF (Sender Policy Framework) in place
 Use double opt-in (but lowers conversion rates)
 Clean/purge your list
 Send regular e-mails / newsletters
Checklist blacklisting
 https://mxtoolbox.com/blacklists.aspx
Check reputation
 https://www.senderscore.org/
 https://www.gmail.com/postmaster/
 https://www.trustedsource.org/
 https://sendersupport.olc.protection.outlook.com/snds/
 https://www.barracudacentral.org/lookups

PREVENT SPAM FOLDER / GMAIL PRIMARY TAB
 Ask news subscribers to add your e-mailadress to their address book
 Use a normal emailadres (news@, info@, name@)
 Don’t use SPAM words (free, Re:, Fwd:,)
 Chose a reliable / good reputation ESP (E-mail Service Provider)
 Link to trustworthy domains
 Balance the image-to-text ratio
 DON’T buy lists
Gmail primary tab
 advise people to check their promotions tab and spam folder
 send your emails individually (or in very small batches)

PERSONALIZATION
 It’s more then “Dear {FIRSTNAME],” or similar mailmerge fields
 Show/offer content based on surf behaviour or other triggers like buying behaviour
 Send e-mail based on segmentations
 Show website pop-ups with specific messages
 Dynamic content on landingpage
 Retargeting lists
Segmentation examples
 Gender
 Interest
 B2B profile settings

FUNCTIONALITIES TO CONSIDER CHOSING MA PLATFORM
 Chatbot
 Livechat
 Forms
 Landingpages
 Pop-up messages
 Social advertising
 SMS
 E-mail
 CRM
 Lead scoring
 Sales Management (DealFlow / DealStage)
 Site- and Event tracking
 Automation possibilities
 Editor
 Sender reputation
 Integrations (native and/or w Zapier)

MARKETING AUTOMATION APPS FOR SMB
 ActiveCampaign
 AutoPilotHQ
 Klaviyo
 Drip
 Hubspot
 MailChimp
 Keap(Infusionsoft)
For native apps
 Inapp messaging
 Push messages
 OneSignal
 Clevertap
 Gmass.co (Gmail mailmerge and more)

EXAMPLE LEADNURTURING FLOW
https://medium.com/the-marketing-playbook/how-to-design-lead-
nurturing-lead-scoring-and-drip-email-campaigns-9961024f6605

LEADSCORING (sheet from 5a)
Why leadscoring?
 Identify at which stage each contact or deal is
 Identify high value prospects
How does it work?
 Reverse engineer from past conversions their interactions with your channels and content
 If you don’t have enough conversions: make assumption (for now, check them regularly)
Best practices
 Different models for different services / products
 Use negative scoring and score degradation
 Set-up alerts when prospects getting certain scores/points
Requirements
 Set-up analytics and tracking
 Integration with CRM

LEAD MANAGEMENT
 Points for every datapoint
Demographic information
 Location, company size, etc
Lead source information
 Ad source, Campaign, Offer, etc
Behavioral information (content consumption)
 Web page visits, downloads, e-mail opens

Example leadscoring and nurturing lifecycle (18 months)
Contentcategory Item/page Points
Productpages features 5 5 5
pricing 10 10
integrations 5 5
news 5
Live demo 1-to-1 50 50
Teammember 70 70
IRL Events Summit A 30 30
Conference B 30
Live webinars Best practices 20 20 https://e-commercemanagers.com
Implementation 20 20
Telling your team 25 25
Video How to one 15
How to two 15 15
How to three 15
Download (reg wall) Top 10 benefits 10 10
What to look for 10
Trends 2020 10 10
Gartner report 10 10
Newsletter Per open 5 5 5 5 5 5 5 5 5 5 5 5
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18
Source Points that months 10 25 5 25 0 5 25 0 5 35 5 5 50 25 10 100 5 5
Organic search Points accumulated 10 35 40 65 65 70 95 95 100 135 140 145 195 220 230 330 335 340
E-mail flows
On site pop-up
Retargeting campaign
Outbound call sales
EXAMPLE

PAIN / FIT
PAIN
 Are you the solution to the prospects problem?
 How big is the pain relative to other problems? Is there urgency?
 Can you create urgency? Calculate opportunity cost? Lost income? Saved costs?
FIT
 Can they afford us? Is budget available?
 Can they implement us? Technical and organization strains
SDR ready
 Enough leadscoring points

B.A.N.T. (Budget Authority Need Timeline)
Budget
 Whose budget is this coming out of?
 How much would it cost to build the system by yourself?
 How much would it cost if you haven’t fixed this issue in five years?
 How heavily will price factor into the decision?
 Have you identified a budget range for this purchase?
 What’s the ROI you’re hoping to see?
 What do you currently spend now on this problem or need?
 BANT
 PAIN +
 Types
Don’t fire these questions like an interrogation ~ but subtile as in a real conversation

Authority
 Who will be using the product?
 What was the last time you bought a similar product?
 Will anyone else be involved in this decision?
 This is normally the stage where my customer brings in [the CFO, their manager]
to [discuss X, get their view on Y]. Do you want to invite [Z person/people] to our
next meeting?
 BANT
 PAIN +
 Types

Need
 When did you identify [problem, opportunity]?
 What steps have you already taken to address it?
 What happens if you don’t address this?
 How important is addressing this to your personal/company goals at [company]?
 What are your top priorities at the moment? Where does this fit on that list?
 BANT
 PAIN +
 Types

Timeline
 Are there any upcoming events/deadlines that you’d like to have a solution in
place by?
 Are you planning any [insert relevant project here, i.e. lead generation campaign,
major hiring spree, program overhauls, etc.)?
 What’s your [mention relevant] goal for [next quarter, half of the year]? Will you
be able to meet that goal without some sort of change?
 Working backward from the date you gave me, we’d need to finalize our
agreement by [earlier date]. Is that sound doable?
 BANT
 PAIN +
 Types

CHECK/SCAN for Critical Events (Massive Buyer Signal)
Critical Events
Are events when they happen or don’t happen they have critical
consequences/impact for your content or his/her organization.
For example: “… we need this implemented before October so we can utilize the solution
for Black Friday…”
 What will it do for your organization and yourself, personally?
 What if it’s not in place

THE END
 Next session Wednesday, about:
 6B: Conversion & onboarding
 Tomorrow content will be uploaded and send to you by e-mail

E-mail marketing and Lead Nuturing for Startups

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