Everything You Ever Wanted to Know About Marketing Automation

MARKETING AUTOMATION

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WHAT’S MARKETING AUTOMATION?

▸ Think of Marketing Automation as a robotic shopkeep.

▸ Analyze and segment humans.

▸ Interact with humans.

▸ Track human activity.

▸ GAIN TRUST OF HUMANS

▸ ACQUIRE AND RETAIN HUMANS

USING MARKETING AUTOMATION INCREASES CONVERSION RATES 53% MORE THAN NON-USERS.

Aberdeen Research 2012

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COMPANIES THAT EXCEL AT NURTURING GENERATE 50% MORE SALES-READY LEADS AT A 33% LOWER COST.

Forrester Research 2013

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I, FOR ONE, WELCOME OUR NEW ROBOT OVERLORDS

1. MA happily does otherwise tedious tasks like:

1. Follow-up and reminder emails

2. Audience segmentation

3. Reporting

2. Well programmed MA can also:

1. Score leads

2. Personalize buyer journeys

3. Predict sales

PROGRAMMING YOUR OWN MARKETING ROBOT.

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BASIC PROGRAMMING

▸ WHO ▸ Everyone we met at the tradeshow. ▸ People that downloaded a white paper on X date. ▸ Our 1,000,000th visitor.

▸ WHAT ▸ Send an email. ▸ Update status. ▸ Append information. ▸ Send an alert.

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SEGMENTATION

▸ Modern data-mining tools, coupled with good marketing automation and CRM data hygiene, can give you an ability to launch highly targeted campaigns.

▸ Right audience for sales, most receptive to communication, able to tailor relevant content.

59% OF COMPANIES WITH MARKETING AUTOMATION ARE ABLE TO USE INTELLIGENT TARGETING TO TRIGGER CONTENT, COMPARED TO 17% WITHOUT.

Lenskold and Pedowitz Groups 2013

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NURTURE CAMPAIGNS

▸ The most prevalent types of MA campaigns are Nurture Campaigns (aka ‘Drip Campaigns’).

▸ The goal of a nurture campaign is to stay top-of-mind with a prospect.

▸ These can be linear, or a multi-path “Choose Your Own Adventure” campaign.

▸ Most commonly seen as an annoying string of emails that you didn’t ask to get.

SOAPBOX MOMENT

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THINK OUTSIDE OF THE INBOX

▸ Nurture campaigns are NOT just email anymore.

▸ The buying environment has changed:

▸ Media is limitless

▸ Accessing information is completely different

▸ The buyers themselves have changed:

▸ They are always on

▸ They want instant gratification

▸ They are hyper-reactive to cheap/annoying sales pitches

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THINK OUTSIDE OF THE INBOX

▸ Drip email campaigns may work, but they are often not awesome.

▸ Use social media, video, infographics, paid advertising, and good old fashioned human interaction to create an awesome experience for buyers.

▸ Good marketers don’t try to send great emails, they try to create great journeys.

PEOPLE HATE TO BE SOLD TO, BUT PEOPLE LOVE TO BUY.

Some Dude

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THREE TYPES OF DRIP CAMPAIGNS

▸ CANNED

▸ A set track that is seldom altered and has a definite goal in mind.

▸ e.g. Demo Request follow-up drip campaign.

▸ FRESH

▸ A generalized, en masse that changes based on circumstances.

▸ Especially useful in content marketing or products with quick cycles.

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THREE TYPES OF DRIP CAMPAIGNS

▸ Individualized

▸ Welcome to the grey side of marketing automation

▸ Using an email address and a few tools, you can easily find out things like, company, city, phone number, title, even what technologies they’re using.

▸ All that information, plus the fact that you’re tracking every move they make, means you’ve got a lot of powerful segmenting and scoring power - use it wisely.

▸ “Right time communications” are hugely valuable.

▸ Triggering communications based on user behaviors is amazingly powerful, but it can get a little creepy.

▸ Triggering an email to send when a user visits a pricing page might be a little uncomfortable.

RELEVANT EMAILS DELIVERED THROUGH MARKETING AUTOMATION DRIVE 18X MORE REVENUE THAN EMAIL BLASTS.

Jupiter Research 2015

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A QUICK THING ON LEAD SCORING

▸ Way to go, you generated 1,000 leads for sales!

▸ (Sales is super pissed about that.)

▸ Lead Scoring maps demographic, firmographic, and observed behaviors to a scoring framework.

▸ Lead has right title? +10 Points ▸ Lead attended our webinar? +5 Points ▸ Lead left our webinar 10 minutes after it started? -3 Points ▸ Lead works for a Fortune 500 company? +7 Points ▸ Lead works in the Brazilian branch of Fortune 500? -5 Points

▸ A lead scoring framework is an organism that needs to be constantly refined in concert with the sales team.

▸ Typically, marketing will only turn over leads that have hit a minimum lead scoring threshold.

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ADVANCED APPLICATIONS

▸ Real Time Personalization

▸ Conversion Rate Optimization

▸ Sales Intelligence

▸ Multi-Attribution Intelligence

▸ Retargeting

▸ Predictive Analytics

▸ Lead Lifecycle

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CARE AND MAINTENANCE

▸ Two crucial elements of a consistently functioning MA tool:

1. Organization

‣ Think of this as how you communicate with your robot.

‣ Non-competing campaigns. ‣ Well curated segments. ‣ Clearly grouped and labeled assets.

2. Great Content

‣ What (and how) you say to your humans.

‣ Depending on cycle length, you might need a little or a lot of fresh content.

‣ Every interaction needs to earn its right to be there.

45% OF COMPANIES WITH MARKETING AUTOMATION REPURPOSE CONTENT FOR EFFICIENCY, COMPARED WITH 28% OF COMPANIES WITHOUT MARKETING AUTOMATION.

The Lenskold and Pedowitz Groups 2013

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91% OF THE MOST SUCCESSFUL USERS AGREE THAT MARKETING AUTOMATION IS “VERY IMPORTANT” TO THE OVERALL SUCCESS OF THEIR MARKETING ACROSS CHANNELS.

Marketo and Ascend2 2015

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INCREASE FREE TRIAL SELF-SUBSCRIPTION THROUGH MA.

CASE STUDY

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FACTS

▸ The company makes web-based software used to post jobs, organize applicants, and collaboratively screen candidates.

▸ The company offers a 7-day trial of their lowest-tier offering.

▸ Because the price point is so low, self-conversion (i.e. signing up for a monthly subscription online, as opposed to going

through the sales organization) is the only viable way to achieve upside at this tier.

▸ The company’s data science team ran a conversion regression study and determined that three distinct behaviors exhibited during the 7-day trial window increase propensity to buy by almost 50%.

1. Posting more than one job

2. Adding more than one user

3. Buying at least one premium job posting (i.e. “Featured Jobs” on LinkedIn)

‣ All of these behaviors are observable in the marketing automation tool.

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THE CHALLENGE

▸ Using marketing automation to observe and react to behaviors, design a drip campaign that increases propensity to buy.

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WHAT ACTUALLY HAPPENED

▸ Developed a cadence of emails and display ads based on last-known activity.

▸ Users receive welcome email encouraging them to take two most imperative actions: post a job and add more users.

▸ Supplemented with general, non-sales content to help users achieve results.

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▸ Triggered follow-up emails as soon as a desirable behavior was observed.

▸ These emails encouraged visitors to take the next most impactful step.

▸ In-app notifications were also used as reminders. Links in those notifications were tracked through MA to measure CTR.

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▸ Inactivity emails were also triggered if a trial was abandoned.

▸ If a user came back, they were put back on to the initial trial track.

▸ If they didn’t, they were put into a sale-save track.

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▸ CTA emails were schedule the day of and the day after the trial comes to an end.

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▸ Prior to an integrated email campaign, the self-subscription rate was 12% per monthly cohort.

▸ After implementing the campaign, the subscription rate popped to 24%.

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THANKS GUYS

▸ Hit me up!

▸ [email protected]

▸ @justinkeller

▸ in/justindkeller

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