Presentation from the 2014 MarketingProfs B2B conference.

1. Using
Content
and
Humanization
to
Turn
B2B
Emails
into
H2H
Emails
Loren
McDonald
VP,
Industry
Relations
@LorenMcDonald

2. Dear
Loren,
The
rest
of
this
email
is
generic
…
@LorenMcDonald

3. Using
a
person’s
name
as
the
from
name
is
NOT
how
you
humanize
emails.
@LorenMcDonald

4. Anyone
know
who
Todd
Scholl
is?

5. Oh,
OK.

6. http://visionsfromtheroof.com/wp-­‐content/
uploads/2014/06/
BEING_HUMAN_being_human_us_18319766_
Not!
1024_568.jpg

7. Humanization
Agenda
Background
Tips
Email
Critique
Q&A
Today’s
Agenda

8. Background
@LorenMcDonald

9. B2B?
Is
it
really?

10. Who
are
the
buyers?
End
user
Buyers
Manager
Related
depts
Influencer
Purchasing
Legal
Executive
sponsor
Consultants

11. What
do
they
have
in
common?
Individual
People
Employees
Company

12. Today’s
bumper
sticker
…
Companies
don’t
buy
stuff
People
do

13. B2B:
Is
it
Really

14. How
do
we
communicate
to
these
buyers?
• Direct
mail
• Webinars
• Phone
calls
• White
papers
• eBooks
• Videos
• Conferences
• Email
newsletters
• Nurture
emails
Who
engages
with
this
content?
-­‐
People

15. So
how
does
Ann
Handley
define
quality
content?
Human,
Quality
Content
Creative,
data
driven,
well-­‐
produced
Utility
Inspiration
Empathy
Source: “Everybody Writes”, Ann Handley
Helps
ease
pain,
burdens
and
with
making
decisions
Relentless
focus
on
your
customer

16. So
what
does
a
stinky
email
look
like?
@LorenMcDonald

17. New
company
name
or
new
white
paper?
Who
the
hell
is
Samantha
Braverman
Winterberry
Group
should
be
in
from
name
Some
context
please
…
tell
me
more
…
-­‐
No
CTA
button
-­‐
Not
scannable
-­‐
Pass
the
reading
glasses
-­‐
Where
is
the
white
space?

18. So
then
what
does
“being
human”
look
like?

19. Humanization
and
Content
Tips
@LorenMcDonald

22. CTAs
Must
Pop
and
Be
Finger
Friendly
Old
Template:
• Small
font
• Gray
link,
poor
contrast
• Not
finger
friendly
New
Template:
• Larger
font
• Links
“pop”
• Good
contrast
• Reasonably
finger
friendly

23. Single
Most
Important
Thing
You
MUST
Do
…
• Body
copy:
14px+
• Headlines:
22px+
• Buttons:
44px
by
44px
Increase
Font
Size
Do
NOT
Make
Readers
Pinch
or
Squint

24. Ignoring
the
punctuation
and
awkward
sentence,
I’m
kind
of
intrigued
…

25. Ouch.
No,
I
didn’t
read
on.
Please
give
my
eyes
a
break.
Color
Color.
-­‐
-­‐
-­‐
Sub
Sub
heads
head
-­‐
Imagery

26. Chunks,
Colors,
Images,
Contrast,
Scannable

27. Litmus
Newsletter
Example
• Large
font
• Scannable
• Action-­‐oriented
• Strong
CTA
• Specific
• Inviting
• Bullet-­‐proof
• The
answer
…
• “2nd
step”
• Just
enough
detail
• Creates
the
problem

28. • Helpful
• Educational
• Resources

29. Solving
the
problem
by
finding
a
free
resource
for
YOU.

30. Helpful
reminders
about
features
…
you
may
not
remember
or
know
about.

31. Simple
content
that
helps.

33. It’s
a
party.
Have
some
fun.
Be
poetic.

34. Honest
Straight
talk
Empathetic
Responsive

36. Are
you
addressing
customer
pains?

37. • Pain
points
identified
• How
to
ease
the
pain

38. It’s
a
lovely
irony
that
to
become
more
personal,
B2B
marketers
need
to
become
more
automated.

39. Collect
Information
on
Customer’s
Segment

40. Give
Customer
Relevant
Information
on
Products

41. Collect
Contact
Information
for
Consultant

42. Prospect
put
into
nurture
track
based
on
which
eBook
downloaded.

43. Personalized,
dynamic
content
based
on
lead
score,
past
purchases,
bus
builder,
etc.

44. Tweet
this:
Be
your
email
subscribers’
“content
Sherpa”
via
@LorenMcDonald
#MPB2B
#emailmarketing

45. Make
CTAs
Jump
Off
the
Page
Kind
of
hard
to
miss
…

47. Weird Al’s Rebirth: Marketing
Lessons That Rock

48. Pre-­‐header
Make
Over
Weird Al’s Rebirth: Marketing Les …
What Markets Can Learn From Weird Al | Bing
Integrates Twitter

49. -­‐ Test
“editor
comments”
-­‐ 2-­‐column
=
read
or
ignore
-­‐ What
about
a
real
person’s
name?

50. Is
your
content
truly
interesting
and
engaging?

52. -­‐
Don’t
just
use
the
beginning
of
the
article
-­‐
Explain
why
a
subscriber
should
read
it
-­‐
Highlights
-­‐
Pain/Opportunity
-­‐
Value
gained
Just
say
no
to
…
Click
Here

53. How
cool
is
this?
A
behind
the
scenes
tour
of
how
the
software
service
you
use
actually
works.

54. OK,
preferably
a
human
face
…
but
let
them
know
who
you
are,
what
you
look
like.

55. Agency
team
profiles
-­‐
Bring
your
company
to
life
by
profiling
customer-­‐
facing
employees

57. Dynamic
and
automated
emails
don’t
have
to
be
impersonal.

59. Fun,
but
a
bit
aggressive
and
risky
Nice
transition
from
“joke”
to
“solution.”

60. Being
Human
Takeaways
@LorenMcDonald

61. Have
a
conversation
Show
Takeaways
empathy
Tell
them
what
to
do
Make
it
easy
Personalize
content
Maybe
make
it
fun

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