Best Practices Marketing Automation, Lead Generation and Nurturing
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This document discusses best practices for marketing automation in lead generation and nurturing. It outlines the typical B2B buyer decision cycle and notes an emerging gap between this traditional cycle and today's buying cycle. It then discusses how marketing automation can help bridge this gap by capturing digital customer behavior to gain insights, integrating marketing communications like email drip campaigns and customer relationship management data. The document provides an example of a fully automated, integrated marketing automation campaign for a software company, highlighting how it uses dynamic content, profiling, and an adaptive advisor tool to personalize customer journeys. Initial results for this campaign show above average email open rates and click-through rates leading to upsells. The document concludes that marketing automation can be a key opportunity
Best Practices Marketing Automation, Lead Generation and Nurturing
- 1. Best practises in marketing automation for lead generation and nurturingRichard Evans and Adam Sharp@rlevans @CTMadam
- 2. B2B buyer decision cycleReconsiderationSatisfactionSelectionAcknowledgmentInvestigationDecisionSource: R. JollesCriteriaMeasurement
- 3. Emerging buying cycle gap ...ReconsiderationSatisfaction5%SelectionAcknowledgment79%InvestigationDecisionSource: R. JollesCriteriaMeasurement
- 4. Emerging buying cycle gap ...ReconsiderationSatisfactionSelection2%AcknowledgmentInvestigation2-3%DecisionSource: R. JollesCriteriaMeasurement
- 5. Emerging buying cycle gap ...ReconsiderationSatisfactionproblemSelection2%AcknowledgmentInvestigation2-3%DecisionSource: R. JollesCriteriaMeasurement
- 6. Emerging buying cycle gap ...ReconsiderationSatisfactionproblemSelection2%AcknowledgmentproblemInvestigation2-3%DecisionSource: R. JollesCriteriaMeasurement
- 7. Emerging buying cycle gap ...ReconsiderationSatisfactionSelectionAcknowledgmentthe opportunityInvestigationDecisionSource: R. JollesCriteriaMeasurement
- 9. Best practises in marketing automation for lead generation and nurturingAdam SharpCTMadam
- 10. Frustrations of a Marketing Leader10
- 11. Our philosophy & methodology No business can accurately predict future revenues without complete transparency into both the funnel and the pipe….joined up marketing
- 12. Key attributes of joined-up-marketing thinking12APIRelevant (Dynamic)ContentTimely too
- 13. Why Marketing Automation is an ideal platform…outboundinboundThe web as a marketing hub and NOT a passive brochure MACapturing the digital behaviour provides clarity of focusCRMVisualising the buyers journey
- 14. SMB ‘Worry Free’c.2m units/contacts9 countries7 languages5 routes to purchaseThe briefFully automate, integrated systems, integrate ‘drip’ and ‘keep in touch’ campaignsdynamic content & richer experience
- 15. Campaign Flow/User JourneyTimeSegmentPOS Segment#1#4Trend Micro DatabaseWelcome CampaignPost Purchase SurveyTrend DatabaseDefault Customer CommunicationsRegular Monthly CampaignsTrend FTP SiteAd Hoc CampaignsData put on to FTP site dailyMid Term SurveyRenewal RemindersIn Trial Segment#1#4Welcome CampaignCleverTouchDataTransformationData manipulated ready for silverpopPost Trial Activation Segment#1#2Activate - YPost Purchase SurveyWelcome CampaignWin Back CampaignSilverpop FTP Site#1Data uploaded to silverpop for scheduled daily importActivate - NExtended Trial Period CampaignSurvey#2#8Silverpop DatabaseNew contacts added to Database
- 16. 16Campaign ‘Trend Dell - Worry Free’Overview:Extensive use of dynamic content e.g. Time sensitiveAutomated contact upload and import from Secure FTP siteFrom Post-purchase to IMMEDIATE prospect marketing engagementDynamic content in automated email 29 Days of Trial Remain3 Days Remain15 Days Remain0 Days Remain7 Days Since Expiry3 Days Since Expiry
- 17. 30 Days Since Expiry
- 18. Progressive Profiling on Web (purl)
- 19. Dynamic Content (Landing Page)Product recommendations based on progressive profiling
- 20. Products/links are all personalised so ROI can be calculated at individual level21 Dynamic Advisor Tool- Dictates which campaign journey (of 5) prospects are taken down, includes send time optimisation.NathanJaneAdam
- 21. Results so far1000’s prospects entering the marketing journey each week
- 22. email open rates average 25%, Germany 35%+
- 23. advisor tool completion rates between 26-62%
- 24. Click thru from report up to 14%, leading to significant up-sell within business clientsMA opportunity for Marketing TransformationEmail platforms& CRM’sTOOLSCOMMSSKILLS &CONTENTAttitude& Aptitude& AnalyticsBANTINSIGHT23