© 2013 Marketo, Inc. Marketo Proprietary and Confidential Email Marketing: Using the Lost Art of Persuasion to Influence Buyers in 2014
Jun 29, 2015
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Email Marketing: Using the Lost Art of Persuasion to Influence Buyers in 2014
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Your Speakers
Jon MillerVP and
Co-Founder@jonmiller
Kraig KleemanAuthor, Speaker, Global
Sales Strategist@Kraig_Kleeman
Page 3© 2013 Marketo, Inc. @jonmiller
Today’s Topics
• Best practices for scoring and identifying top leads
• Hermeneutics and Syntactical Linguistics (applying the science of language to achieve persuasion)
• The latest secrets in subject lines
• How to employ these tactics to generate net-new opportunities
Page 5© 2013 Marketo, Inc. @jonmiller
Hi, I’m Jon MillerVP Marketing and Co-Founder
@jonmiller
1. My first child was born the same month that we incorporated Marketo
2. Born in Ethiopia3. Studied Physics at Harvard, captain of high-
school debate team and newspaper staff4. I have a top secret “Q” clearance from DOE
Page 6© 2013 Marketo, Inc. @jonmillerSource: Adbusters, 2011
Page 7© 2013 Marketo, Inc. @jonmiller
Page 8© 2013 Marketo, Inc. @jonmiller
Page 9© 2013 Marketo, Inc. @jonmiller
When it comes to email marketing, nobody wants to get blasted @jonmiller
Page 10© 2013 Marketo, Inc. @jonmiller
More Targeted Sends are More Engaging
100 1000 10000 1000000
50
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Email Delivered
Enga
gem
ent S
core
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Nurture Nurture DisqualifyPromotional Offer Pass to Sales
Fit Interest Buying Intent
Use Lead Scoring to Focus Efforts
Page 13© 2013 Marketo, Inc. @jonmiller
Demographic “Fit” Score
Positive Demographic Score• e.g., Marketing Manager title, known CRM customer,
known competitive solution customer
Negative Demographic Score• e.g., Generic email address, illegitimate phone number,
non-existent company (unemployed, self, looking)
Data Augmentation, Not Forms
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• Click email: +1• Visit webpage / blog: +1• Early stage content +3• Attend webinar: +5• Decay inactivity:
-1, -5, -10
Latent Behaviors (Engagement)
• Free trial or Contact request: +15• Pricing pages: +10 • Demos: +10• Late-stage content +12• Searches for branded keyword
“Marketo” +8
Active Behaviors(Buying Intent)
Get the “Definitive Guide to Lead Scoring”marketo.com/DG2LS
Page 15© 2013 Marketo, Inc. @jonmiller
One Way to Identify Marketing Qualified Leads
A Lead Lead Lead
B Lead Lead
C Lead
D4 3 2 1
Fit
Behaviors
S© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Anton Chekhov
Chekhov’s Writing Examples
The Orator
Misery
A Transgression
Oh! Public
“Three Sisters”
S© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Hermeneutics Primer / Historicity
The Power of Words
6 Principles for Email Hermeneutics
7 Examples of of the Principles in Action
Agenda
Final Words
Definition of Hermeneutics
•The study of the methodological principles of interpretation
Merriam Webster
Dictionary
•The theory and methodology of interpretation, especially as it relates to text
Farlex Online Dictionary
•The branch of knowledge that deals with interpretation, especially of literary texts
Oxford Dictionary
FOLK ETYMOLYGYA.STOICSB.ARISTOTLE & SOCRATESC.HEBRAIC LITERATURED.
HISTORICITY OF HERMENEUTICS
MODERN PERIODE.
TESTED, VETTED SUBJECT LINESLower Case / Date / Please Advise / Your Thoughts? / Lost Interest? / Are You Okay?1.
POWER RESPONDS TO POWERTitles Matter2.
DEADLINES REALLY WORK Liberally / Frequently / Rationally
3.
6 Principles for Email Hermeneutics
RADICAL WORD COUNT REDUCTIONOptimum – 59 Words or Less / Never More than 100 Words4.
DRAW SWIFT PURCHASE CONCLUSIONSMilestone Based Marketing & Selling5.
THE POWER OF ASKING FOR A DATE / TIME CERTAIN 6.
6 Principles for Email Hermeneutics(Continued)
Issue: Affinity E-Mail Campaign
SUBJ: ten years, wow...!
Good Morning Bob -
Did you notice that Oracle missed its quarterly guidance numbers for the first
time in 10 years this past quarter? Hard to imagine that from Oracle! Ellison
and team stated in their earnings call that the entire debacle was attributed to a
lack of sales enablement.
I thought you might enjoy viewing the earnings webcast located on demand at
www.wxz.com
Cheers for now!
Best,
Kraig
Leading with
Relevance
Relevant to Target’s
Professional Manadates
Word Count: 59 Words
Tested, persuasive
subject line
Issue: Get the Contract In and Signed
SUBJ: march 31
Lauren,
Greetings from downtown Chicago where, sadly, winter is still in full force!
I made a commitment to my Group Manager, Heidi Jackson, that your
agreement would be signed and “in” prior to the end of our fiscal month which is
5:00pm CDT on Monday, March 31. As I am out of the office all day on
Monday, Heidi has agreed to assist you with any questions / issues that may
arise.
Can you help me out? Can you make sure I get a signed agreement prior to my
month end? Please advise. Thanks so much!
Best,
Lindsey
Power responds
to power
Deadlines really work
Rational appeals work
Tested, persuasive
subject line
Issue: Funding Objection in the Context of a Buy Signal
SUBJ: May 31
Mark -
Greetings from Chicago’s c-c-c-old lakefront!
Thanks for your response. I spoke with the responsible executives here and
I have received approval to offer you a "split invoicing" plan that allows for
50% payment at the time of membership, and the remaining 50%
at approximately the 6-month mark. This approval is contingent upon
receiving your signed enrollment form on or before May 31.
So… are you ready to make your membership official? If so, please sign the
attached enrollment form and forward to my attention.
Please advise. Thanks so much!
Best,
Johnny
Power responds
to power
Deadlines really work
Draw swift purchase
conclusions
Tested, persuasive
subject line
Open with LOVE…!
Include
language that
reflects his
need
Issue: Resurrecting Stalled Deals Email
SUBJ: July 20
Bob -
Greetings from f-f-f-f-f-rigid downtown Chicago. We got clobbered with about a
foot of snow yesterday. Oh my…!
Can you please assist me? From the email thread below (please read) I
anticipated receiving your signed order form prior to now. I have a meeting
with our Group Vice President on Friday, July 20 at 3:00pm EDT. He has
asked me to update him on a few open items. He specifically asked me to
qualify your intentions. Do you still plan to purchase our system? If so, would
you please sign the attached order form and send it to my attention?
At an absolute minimum, would you please be so kind as to give me
a precise update regarding your intentions, prior to my meeting
with Jeff on July 20 at 3pm? That would be very helpful to me.
That would be very helpful to me. Thanks Bob!
Best,
Tyler
Deadlines really work
Power
respond
s to power
Tested, persuasive
subject line
Open with LOVE…!
Date &
time certain
Last Ditch Effort 1
SUBJ: lost interest?
Mark -
Have you lost interest in engaging with us?
Please advise. Thanks!
Best,
Sybing
Word count: 11
total words net of
salutations
Subject line:
lower case
Last Ditch Effort 2
SUBJ: your thoughts?
Mark -
We are currently finalizing X’s programming and membership for the
remainder of 2013. Due to our guiding principle of keeping the group intimate
in size and as the result of recent growth, we have limited availability remaining.
Do you plan to join the group? If so, I advise that we proceed no later than
November 1.
Your thoughts? Please advise. Thanks!
Best,
Philip
Sense of urgency
Deadlines really work
Subject line:
lower case
Issue: Schedule Definitive Next Step
SUBJ: march 26
Greetings from downtown Chicago! I trust that all is well with you.
I have a meeting scheduled with my manager on Wednesday, March 26 at
3:00pm. He sent me an agenda for that upcoming meeting today. He
specifically inquired as to when the second system presentation (the next step
meeting that you and I have been discussing) will occur with you and your
team. It would be very helpful for me if I can get this meeting scheduled and
booked prior to my meeting on March 26. Can you help me out with this?
Thanks so much for your consideration.
Best,
Troy
Proven subject line
Close with love
Open with love
Be very
directDeadlines really work
Power
respond
s to power
Achtung Baby Berlin, 1991
“One”
Page 30© 2013 Marketo, Inc. @jonmiller
Tweetable Takeaways
• When it comes to email marketing, nobody wants to get blasted
• Use lead scoring to focus efforts
• Tested subject lines: Lower Case, Date, etc.
• Power responds to power
• Deadlines really work
• Radical word count reduction
• Draw swift purchase conclusions - milestone based marketing & selling
• The power of asking for a date and time certain
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Questions?
Jon MillerVP and
Co-Founder@jonmiller
Kraig Kleeman899.654.7887 – Mobile