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- 1. Your CRM & Marketing Automation Belong Together a seven-part love story
- 2. Natalie Jackson Introductions Marketing Director & Data Matchmaker emfluence Digital Marketing + Marketing Automation @NatalieOnWire
- 3. 74% of customers get frustrated when they receive marketing content that has nothing to do with their interests. 2013 Blue Research, Consumer Perceptions of Social Login Study People don't want to feel like target audiences! Hi, $$FirstName!
- 4. Marketers are collecting more data than ever before, but only a fraction think they use it well. The upside of all this data? We can use it to personalize campaigns. The downside? We're drowning in information. Data surge
- 5. Without a plan, the data you're collecting is meaningless. How do we fix it?
- 6. Start with the why Know what you want to collect, why you want to collect it, and how you're going to get it: Favorite Color :: Idea Campaigns :: Email Opt In Zip Code :: Regional Promos :: Entry Point Product Interest :: Cross Sales :: Point of Purchase Event Attended :: Followup Download :: Registrations
- 7. Put data to work Your CRM & MAP are connected, you've built the processes to collect your data, so now what?
- 8. #1 Nurtured Hearts 57% of marketers using marketing automation tools state lead nurturing as one of their most important strategic goals. Ascend2 “Marketing Automation Trends Survey” (2016) Here's how it works:
- 9. #1 Nurtured Hearts In CRM: Decide what types of leads you want to nurture. Use a CRM workflow to automatically add leads to a marketing list based on those perimeters: -Every new lead is entered -Each time a phone call activity is completed -Custom fields
- 10. #1 Nurtured Hearts In Your MAP: Create a list on your MAP that's named for the action being taken (e.g., Phone Call Complete). Build an automated email campaign directed at that action: -Add to newsletter list -View a demo
- 11. #2 Love Ain't Easy When leads are nurtured first, B2B marketers see an average of 20% increase in sales opportunities versus non-nurtured leads. DemandGen “Calculating the Real ROI from Lead Nurturing” (Aug 2013) Here's how it works:
- 12. #2 Love Ain't Easy In Your MAP: Take the nurture first approach to content downloads. Don't call everyone who asks for a piece of content. -Define what a sales-ready lead looks like with lead scoring. -Try adding "this is a no-regrets download" to your landing pages. -Use automated emails to follow up on downloads.
- 13. #2 Love Ain't Easy In CRM: Work with the sales team to determine what sales ready means for your pipeline. A content download is not equal to a Contact Us form fill. These people are likely: -In the research phase -In search of helpful tools -Competing with you
- 14. #3 Rekindle Old Flames As much as a quarter of your email list goes cold each year, but cold doesn't necessarily mean these people are gone forever. Here's how it works: Email Monks, June 2016
- 15. #3 Rekindle Old Flames In CRM: Create a marketing list based on anyone who hasn't engaged with you or been touched in a reasonable amount of time (i.e., a year). Find with: -Modified on date -Last activity date
- 16. #3 Rekindle Old Flames In Your MAP: Download the list from CRM, then upload it to LinkedIn or Facebook as a custom audience. Create compelling content (helpful download, event invitation, etc.). -Gate content on a landing page, or offer forms for signup. -Launch downloads into an email nurture campaign based on content served. -Hand over leads that "make it" through the funnel back over to sales.
- 17. #4 Nights on the Town Converting a lead into a prospect often takes more than a dozen touches. Use social media to help you connect outside the inbox. Here's how it works: The Data & Marketing Association, August, 2016
- 18. #4 Nights on the Town In CRM: Create a marketing list based on objective (e.g., more industry leads). If you're using different types of content for social and email, create a list for each type. -Use this list to A/B test the success of your content types and/or channels. -Remove people from automated campaigns who respond to a campaign based on CRM data.
- 19. #4 Nights on the Town In Your MAP: Create useful, download-worthy content that solves a problem for your target. Launch an email campaign to a list (based on industry or specific demographic, like a birthday group or job title). -Download your send list and upload it to Facebook or LinkedIn as a custom audience. -Run supportive ad copy/images with a second trigger to download same content or complimentary content.
- 20. #5 Special Occasions Segmented emails generated higher engagement than "blanket emails." This is particularly true when emails are opt in. Here's how it works: Email Monday, Getting Smart with Email Segmentation
- 21. #5 Special Occasions In CRM: -Create CRM fields based on how you want to segment your emails. Base this on perimeters like product, zip code, sales stage, owner, etc. Make sure fields are required! -Create workflows to add leads with each perimeter into marketing lists.
- 22. #5 Special Occasions In Your MAP: -Connect marketing lists created in CRM to your MAP. -Build segmented email content based on the varying categories (e.g., location, owner, sales stage, product). -Use variable content blocks to cross-sell products or manage conditions.
- 23. #6 Try New Places Explore social media advertising opportunities to create new opportunities. Here's how it works:
- 24. #6 Try New Places In Your MAP: -Create social media campaigns using targeted platform advertising, a fancy landing page, and USEFUL download content. Target the job titles, industries, interests, etc. that match your marketing goals. Run your campaign for a couple of weeks. -Let the audience rest. -Run a second, complimentary campaign (same audience, new creative and new download) a few weeks later.
- 25. #6 Try New Places In CRM: Create marketing lists for sales people to engage with new leads created by your social media marketing campaigns. -Determine what "sales ready" looks like to you. -Add "sales ready" leads into a marketing list and transfer the information back into your CRM.
- 26. #7 Getting Hitched Tie your sales from lead to opportunity to close deal by connecting CRM and MAP. Use this information to determine the ROI of your marketing campaigns. Here's how it works:
- 27. #7 Getting Hitched In CRM: Track marketing campaign expenses and create unique marketing campaigns for each email and/or social media campaign you create in your MAP in addition to what you're creating for traditional campaigns.
- 28. #7 Getting Hitched In Your MAP: Map your CRM campaigns to a custom field in your MAP so that every lead automatically ties to a marketing campaign, thus allowing you to see which of your marketing leads turn into closed sales deals. BONUS! Tie this information into a analytics dashboard to quantify the lifetime value of your leads for each type of marketing campaign you run.
- 29. Beyond Campaigns To really fall in love with data, think beyond your campaigns: End the attribution fight Know how much revenue is marketing influenced and/or marketing generated Make friends with sales and accounting!
- 30. Questions? Ask now, or tweet at me @NatalieOnWire