1. Best practises in marketing
automation for lead generation
and nurturing
Richard Evans and Adam Sharp

2. B2B buyer decision cycle
Reconsideration Satisfaction
Selection Acknowledgment
Investigation Decision
Source: R. Jolles
Measurement Criteria

3. Emerging buying cycle gap ...
Reconsideration Satisfaction
5%
Selection Acknowledgment
79%
Investigation Decision
Source: R. Jolles
Measurement Criteria

4. Emerging buying cycle gap ...
Reconsideration Satisfaction
Selection Acknowledgment
2%
Investigation Decision
2-3%
Source: R. Jolles
Measurement Criteria

5. Emerging buying cycle gap ...
Reconsideration Satisfaction
problem
Selection Acknowledgment
2%
Investigation Decision
2-3%
Source: R. Jolles
Measurement Criteria

6. Emerging buying cycle gap ...
Reconsideration Satisfaction
problem
Selection Acknowledgment
2%
problem
Investigation Decision
2-3%
Source: R. Jolles
Measurement Criteria

7. Emerging buying cycle gap ...
Reconsideration Satisfaction
Selection Acknowledgment
the opportunity
Investigation Decision
Source: R. Jolles
Measurement Criteria

8. Marketing
Marketing
Automation
Software
Sales
Reports
Executive

9. Frustrations of a Marketing Leader
9

10. Our philosophy
& methodology
No business can accurately
predict future revenues without
complete transparency into
both the funnel and the
pipe….joined up marketing

11. Key attributes of
joined-up-marketing thinking
API
Relevant
(Dynamic)
Content
Timely too
11

12. Why Marketing Automation
is an ideal platform…
inbound outboun
d
The web as a
marketing hub
and NOT a
passive
brochure
MA
Capturing the digital
behaviour provides
clarity of focus
Visualising the CRM
buyers journey

13. SMB ‘Worry Free’
c.2m units/contacts
9 countries
7 languages
5 routes to purchase
The brief
Fully automate, integrated systems,
integrate ‘drip’ and ‘keep in touch’ campaigns
dynamic content & richer experience

14. Campaign Flow/User Journey
Trend Segment Time
Trend Database
Micro #1 #4
#1 #4
Database POS Segment
Post Purchase Survey Welcome Campaign
Regular Monthly Campaigns
Data put on to
Trend FTP Site Default
FTP site daily
Customer
Communications
Ad Hoc Campaigns
Mid Term Survey Renewal Reminders
CleverTouch Data #1
#1 #4
#4
Data manipulated In Trial Segment
Transformation ready for
silverpop Welcome Campaign
Post Trial Activate - Y
#1
#1 #2
#2
Activation
Segment
Data uploaded Post Purchase Survey Welcome Campaign
Silverpop FTP
to silverpop for
Site
scheduled #1
#1
daily import Activate - N
Survey Extended Trial Period Campaign
#2
#2
Win Back
Campaign
New contacts
Silverpop added to #8
#8
Database Database

15. Campaign
‘Trend Dell - Worry Free’
Overview:
1. Extensive use of dynamic
content e.g. Time sensitive
2. Automated contact upload
and import from Secure FTP
site
• From Post-purchase to
IMMEDIATE prospect
marketing engagement
15

16. Dynamic content in automated email
29 Days of Trial Remain 15 Days Remain 3 Days Remain
0 Days Remain 3 Days Since Expiry 7 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
• Products/links are all
personalised so ROI can
be calculated at individual
level

20. Dynamic Advisor Tool- Dictates which campaign journey (of 5)
prospects are taken down, includes send time optimisation.
Nathan Jane Adam
20

21. Results so far
• 1000’s prospects entering the marketing journey each week
• 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

22. MA opportunity for
Marketing Transformation
Email platforms
TOOLS & CRM’s
COMMS
SKILLS &
CONTENT
Attitude
INSIGHT BANT & Aptitude
& Analytics
22

23. Thank you
asharp@clever-touch.com
revans@silverpop.com
23

24. The 8th IDM B2B Marketing
Conference
Understanding and Engaging
Customer 2.0