The document outlines 7 marketing automation campaigns that should get you promoted: 1) Follow-up form fill, 2) Re-engage cold lead, 3) Newsletters, 4) Event follow up, 5) Sales connect email, 6) Priority notification, and 7) Onboarding/new tool email campaign. It emphasizes that simple campaigns are often the most effective and that the tool used does not matter as much as the content. Personalization, addressing needs and pain points, and moving prospects through the sales funnel are also highlighted as important aspects of successful campaigns.

1. THE 7 MARKETING AUTOMATION
CAMPAIGNS THAT SHOULD GET YOU
PROMOTED
June 2020

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Our Webinar Will Cover…
• Why simple campaigns are often the most effective
• The 7 marketing automation campaigns
• Other ideas for specific situations
• Why the tool you use doesn’t really matter

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Introduction
There are three types of marketing automation users:
1) Those who overthink and make things too complex
2) Those who are only scratching the surface
3) Those who create magic
The Key to Success is to Create Simple Campaigns that are very Effective

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The Importance of Personalisation
• Easy to accomplish
– Need to go beyond using their name
– Personalisation alone doesn’t make a good email
• Address things specific to the prospect
– Needs
– Interests
– Pain points

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Campaign 1: Follow- Up Form Fill

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Follow-up Form Fill
• Possible reasons:
– Contact form
– White paper
– Webinar
– Event
• Remember to:
– Send one OR MORE emails
– Add value
– Send relevant information
– Move prospect through the
funnel: have an objective
– Make follow-up offer
– Don’t use automation to delay
a real response if needed

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Follow-up Form Fill - Email

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Possible Next Steps
• A sequence is best
– Similar content
– Other formats
• Webinar, video, etc.
– Connect email
• Try to move contact to next step in customer journey
– If it doesn’t work, go back and try again
Buyers
Purchase
Bottom of
Funnel
Consideration
Middle of Funnel
Awareness
Top of Funnel

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Campaign 2: Re-engage Cold Lead

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Reengagement
• The goal is to find out IF:
– The contact is relevant
– They are still interested
– They are worth keeping on your database
• The goal is not simply to get an opt-in click!
– Database size metrics can be vanity metrics

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Campaign 2: Re-engage Cold Lead – Email

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The Break-Up Email
Often used with cheesy subject lines:
It’s me not you
Goodbye, from John
Time to Part Ways
Moving On
1, 2 or 3?

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Campaign 3: Newsletters

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Newsletters
• The newsletter is NOT dead
• Many of you will be advertising in
publications’ newsletters
• Great content = great newsletter

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Campaign 4: Event Follow Up

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Campaign 4: Event Follow Up
• Salespeople are busy after events
– They took time out for the event
– They met people they already knew
– They got what they thought was a hot lead
– They will not call all the leads
• Make it easier with marketing follow-up emails
“I love my sales job… it’s just the work I hate.”

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Campaign 5: Sales Connect Email

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Campaign 5: Sales Connect Email
Marketing emails don’t need to be HTML!

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Connect Email Analysis

20. 2020
Campaign 6: Priority Notification

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Priority Notification

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Actions can Trigger Prospect Email

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Campaign 7: Onboarding/ New Tool
Email Campaign

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Onboarding/New Tool Email Campaign
• The longer email was part of
improvements to a sequence that
resulted in a 3.5x increase in
conversions from trial to paid
• Onboarding is often forgotten in B2B
tech marketing
• https://copyhackers.com/2017/08/saas-onboarding-email/

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Bonus Ideas

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Bonus: Timewaster Automation
• Focus on the valuable leads
• Make it easy to reject leads
• Consider deleting or putting on
sales suppression list

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Bonus: Simple Yet Effective eCommerce Emails…
• Abandoned cart email
• Often biggest RoI email
• Don’t train customers to expect
discounts
• People who brought this brought that
• Related products
• Be careful of algorithms!

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It’s all About the Campaigns
• Almost any MAP can deliver great campaigns
– Think about content, not technology
– Simplify workflows
• The technology should not drive decisions
“To the man who only has a hammer, everything he
encounters begins to look like a nail.”
― Abraham Maslow

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Napier’s Marketing Automation Experience
• Certified SharpSpring and HubSpot Partner
• Extensive experience with many MA platforms
– Marketo
– Pardot
– Eloqua
– SharpSpring
– HubSpot
– etc.
• Help clients generate high levels of RoI from marketing automation

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Thank You!
Any questions?
mike@NapierB2B.com
www.linkedin.com/in/mikemaynard/
www.NapierB2B.com
www.Armitage-Comms.co.uk