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Best Practices Marketing Automation, Lead Generation and Nurturing

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Best practises in marketing automation for lead generation and nurturing Richard Evans and Adam Sharp@rlevans @CTMadam
B2B buyer decision cycle Reconsideration Satisfaction Selection Acknowledgment Investigation Decision Source: R. Jolles Criteria Measurement
Emerging buying cycle gap ... Reconsideration Satisfaction 5% Selection Acknowledgment 79% Investigation Decision Source: R. Jolles Criteria Measurement
Emerging buying cycle gap ... Reconsideration Satisfaction Selection 2% Acknowledgment Investigation 2-3% Decision Source: R. Jolles Criteria Measurement
Emerging buying cycle gap ... Reconsideration Satisfaction problem Selection 2% Acknowledgment Investigation 2-3% Decision Source: R. Jolles Criteria Measurement
Emerging buying cycle gap ... Reconsideration Satisfaction problem Selection 2% Acknowledgment problem Investigation 2-3% Decision Source: R. Jolles Criteria Measurement
Emerging buying cycle gap ... Reconsideration Satisfaction Selection Acknowledgment the opportunity Investigation Decision Source: R. Jolles Criteria Measurement
Marketing Marketing Automation Software Sales Reports Executive
Best practises in marketing automation for lead generation and nurturing Adam Sharp CTMadam
Frustrations of a Marketing Leader 10
Our philosophy & methodology No business can accurately predict future revenues without complete transparency into both the funnel and the pipe….joined up marketing
Key attributes of joined-up-marketing thinking 12 API Relevant (Dynamic) Content Timely too
Why Marketing Automation is an ideal platform… outbound inbound The web as a marketing hub and NOT a passive brochure MA Capturing the digital behaviour provides clarity of focus CRM Visualising the buyers journey
SMB ‘Worry Free’c.2m units/contacts9 countries7 languages5 routes to purchase The brief Fully automate, integrated systems, integrate ‘drip’ and ‘keep in touch’ campaigns dynamic content & richer experience
Campaign Flow/User Journey Time Segment POS Segment #1 #4 Trend Micro Database Welcome Campaign Post Purchase Survey Trend Database Default Customer Communications Regular Monthly Campaigns Trend FTP Site Ad Hoc Campaigns Data put on to FTP site daily Mid Term Survey Renewal Reminders In Trial Segment #1 #4 Welcome Campaign CleverTouch Data Transformation Data manipulated ready for silverpop Post Trial Activation Segment #1 #2 Activate - Y Post Purchase Survey Welcome Campaign Win Back Campaign Silverpop FTP Site #1 Data uploaded to silverpop for scheduled daily import Activate - N Extended Trial Period Campaign Survey #2 #8 Silverpop Database New contacts added to Database
16 Campaign ‘Trend Dell - Worry Free’ Overview: Extensive use of dynamic content e.g. Time sensitive Automated contact upload and import from Secure FTP site ,[object Object],[object Object]
30 Days Since Expiry
Progressive Profiling on Web (purl)
Dynamic Content (Landing Page) ,[object Object]
Products/links are all personalised so ROI can be calculated at individual level,[object Object]
Results so far ,[object Object]
email open rates average 25%, Germany 35%+
advisor tool completion rates between 26-62%
Click thru from report up to 14%, leading to significant up-sell within business clients,[object Object]

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Best Practices Marketing Automation, Lead Generation and Nurturing

  • 1. Best practises in marketing automation for lead generation and nurturing Richard Evans and Adam Sharp@rlevans @CTMadam
  • 2. B2B buyer decision cycle Reconsideration Satisfaction Selection Acknowledgment Investigation Decision Source: R. Jolles Criteria Measurement
  • 3. Emerging buying cycle gap ... Reconsideration Satisfaction 5% Selection Acknowledgment 79% Investigation Decision Source: R. Jolles Criteria Measurement
  • 4. Emerging buying cycle gap ... Reconsideration Satisfaction Selection 2% Acknowledgment Investigation 2-3% Decision Source: R. Jolles Criteria Measurement
  • 5. Emerging buying cycle gap ... Reconsideration Satisfaction problem Selection 2% Acknowledgment Investigation 2-3% Decision Source: R. Jolles Criteria Measurement
  • 6. Emerging buying cycle gap ... Reconsideration Satisfaction problem Selection 2% Acknowledgment problem Investigation 2-3% Decision Source: R. Jolles Criteria Measurement
  • 7. Emerging buying cycle gap ... Reconsideration Satisfaction Selection Acknowledgment the opportunity Investigation Decision Source: R. Jolles Criteria Measurement
  • 8. Marketing Marketing Automation Software Sales Reports Executive
  • 9. Best practises in marketing automation for lead generation and nurturing Adam Sharp CTMadam
  • 10. Frustrations of a Marketing Leader 10
  • 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 thinking 12 API Relevant (Dynamic) Content Timely too
  • 13. Why Marketing Automation is an ideal platform… outbound inbound The web as a marketing hub and NOT a passive brochure MA Capturing the digital behaviour provides clarity of focus CRM Visualising the buyers journey
  • 14. SMB ‘Worry Free’c.2m units/contacts9 countries7 languages5 routes to purchase The brief Fully automate, integrated systems, integrate ‘drip’ and ‘keep in touch’ campaigns dynamic content & richer experience
  • 15. Campaign Flow/User Journey Time Segment POS Segment #1 #4 Trend Micro Database Welcome Campaign Post Purchase Survey Trend Database Default Customer Communications Regular Monthly Campaigns Trend FTP Site Ad Hoc Campaigns Data put on to FTP site daily Mid Term Survey Renewal Reminders In Trial Segment #1 #4 Welcome Campaign CleverTouch Data Transformation Data manipulated ready for silverpop Post Trial Activation Segment #1 #2 Activate - Y Post Purchase Survey Welcome Campaign Win Back Campaign Silverpop FTP Site #1 Data uploaded to silverpop for scheduled daily import Activate - N Extended Trial Period Campaign Survey #2 #8 Silverpop Database New contacts added to Database
  • 16.
  • 17. 30 Days Since Expiry
  • 19.
  • 20.
  • 21.
  • 22. email open rates average 25%, Germany 35%+
  • 23. advisor tool completion rates between 26-62%
  • 24.