Ce diaporama a bien été signalé.
Le téléchargement de votre SlideShare est en cours. ×

5 Marketing Automation Myths -- DEBUNKED

Publicité
Publicité
Publicité
Publicité
Publicité
Publicité
Publicité
Publicité
Publicité
Publicité
Publicité
Publicité
Prochain SlideShare
Launch, Measure, Iterate
Launch, Measure, Iterate
Chargement dans…3
×

Consultez-les par la suite

1 sur 43 Publicité

Plus De Contenu Connexe

Diaporamas pour vous (19)

Similaire à 5 Marketing Automation Myths -- DEBUNKED (20)

Publicité

Plus par RingLead (20)

Plus récents (20)

Publicité

5 Marketing Automation Myths -- DEBUNKED

  1. 1. @msweezey 5 Marketing Automation Myths…DEBUNKED Mathew Sweezey: Author & Evangelist Salesforce.com #marketingmyths
  2. 2. @msweezey Mathew Sweezey: Author & Evangelist Salesforce.com Marketing Automation for Dummies Byline for ClickZ.com B2B marketing Evangelist Co-Founder Eventide Brewing #marketingmyths
  3. 3. @msweezey 5 Myths Debunked • It’s a big investment • It’s easy to see results • Email is email is nurturing • Nurturing is “one size fits all” • It’s only for marketing #marketingmyths
  4. 4. @msweezey 1) It’s a BIG INVESTMENT #marketingmyths
  5. 5. @msweezey Half True, but… #marketingmyths
  6. 6. @msweezey 2017 Gartner predicts the CMO has the biggest budget in the organization. #marketingmyths
  7. 7. @msweezey SO All future marketing efforts are going to cost more than they ever did before. So, let’s clear that up. #marketingmyths
  8. 8. @msweezey Marketing automation vs. Marketing Automation #marketingmyths
  9. 9. @msweezey Marketing automation With a lowercase “a” can be anything from integrating your MailChimp email to your WordPress site, to using a single point solution just to build your new landing pages. These tools are usually less than $100 per month. #marketingmyths
  10. 10. @msweezey Marketing Automation With a captial “A” refers to a full platform of tools. These solutions can range from a few hundred per month to many thousands per month. They are usually the next step, once you have reached a certain level of sophistication. #marketingmyths
  11. 11. @msweezey 2) It’s easy to see results #marketingmyths
  12. 12. @msweezey Half True, but… #marketingmyths
  13. 13. @msweezey “Ease of use” Does not mean “No work required” #marketingmyths
  14. 14. @msweezey If you do not invest the time to learn modern marketing techniques, you will not see the promised results. #marketingmyths
  15. 15. @msweezey If you do not put in the work up front, you will automate bad marketing. #marketingmyths
  16. 16. @msweezey Read - Marketing Automation for Dummies Follow – 25 Marketing Automation thought leaders Watch – Every video your tool produces on best practices #marketingmyths
  17. 17. @msweezey 3) Email is Email is Nurturing #marketingmyths
  18. 18. @msweezey FALSE!!!!! #marketingmyths
  19. 19. @msweezey Traditional email is 1:many #marketingmyths
  20. 20. @msweezey #marketingmyths
  21. 21. @msweezey Marketing Automation is 1:1 #marketingmyths
  22. 22. @msweezey John, I thought you’d like these 10 tips on nurturing. It was written by LenoxSoft, one of our clients. Best, Mathew Subject Line: I thought you’d like to check this out. From: Mathew Sweezey • RICH Text, not HTML • Only 2 hyperlinks • No salutation • No signature box They choose their own adventure as to which content we should send them next. #marketingmyths
  23. 23. @msweezey Marketing Automation is tactical. #marketingmyths
  24. 24. @msweezey John, I thought you’d like these 10 tips on nurturing. It was written by Lenoxsoft, one of our clients. Also, if you’re looking for some research reports on marketing automation, here’s the Gartner Magic Quadrant. Best, Mathew STAGE 2 CTA STAGE 3 CTA #marketingmyths
  25. 25. @msweezey 4) Nurturing is “one size fits all” #marketingmyths
  26. 26. @msweezey 77% of B2B buyers want content tailored to the stage they are in. -Pardot research, 2013 #marketingmyths
  27. 27. @msweezey Daily content consumption. Usually is Learn and Escape. Happens across all media channels. How we engage with Research content. #marketingmyths
  28. 28. @msweezey “I just need better segmentation…” -the girl at the party #marketingmyths
  29. 29. @msweezey Help them do their job better Personal, non-branded content. It is not about you, so do not talk about you. Subject line: No/No Get buy-in from the team Branded content is okay. Social proof is critical at this stage. Subject line: No/Yes Select vendor It’s not about you, so talk yourself up. This is when comparison charts come in handy. Subject line: Yes/Yes Stage 1 Stage 2 Stage 3 #marketingmyths
  30. 30. @msweezey Nurturing is a highly tactical content delivery method. #marketingmyths
  31. 31. @msweezey Daily content consumption. Usually is Learn and Escape. Happens across all media channels. How we engage with Research content. #marketingmyths
  32. 32. @msweezey Problem/Goal Type of Drip Program Cold Database 3-2-1 Automate Lead Nurturing Stage-Specific Drip Event Pre and Post Follow-ups Event-Specific Drip Cold Marketing Lead Drip 3-2-1 Cold Sales Lead Drip Straight Drip Competitive Drip Straight Drip Lost Deal Drip Straight Drip #marketingmyths
  33. 33. @msweezey 3 2 1 3 2 1 3-2-1 #marketingmyths
  34. 34. @msweezey 3 2 1 2 2Secondary CTA Secondary CTA STAGE BASED NURTURING CAMPAIGN #marketingmyths
  35. 35. @msweezey 6) It’s only for marketing. #marketingmyths
  36. 36. @msweezey Problem/Goal Type of Drip Program Cold Database 3-2-1 Automate Lead Nurturing Stage-Specific Drip Event Pre and Post Follow-ups Event-Specific Drip Cold Marketing Lead Drip 3-2-1 Cold Sales Lead Drip Straight Drip Competitive Drip Straight Drip Lost Deal Drip Straight Drip #marketingmyths
  37. 37. @msweezey Lost DealAfter opportunity field is updated, contract date is set, campaign is set to begin 60 days before renewal. Schedules takes for account owner to reach back out at the beginning of the campaign. #marketingmyths
  38. 38. @msweezey Sales support #marketingmyths
  39. 39. @msweezey C.F.L.Reads contract date, set and adds to nurturing campaign which begins 90 days before expiration. #marketingmyths
  40. 40. @msweezey Keep in TouchSupport ticket closes, automatically add to two-email drip campaign asking how it was. 3 days later for review. #marketingmyths
  41. 41. @msweezey 6) Additional resources #marketingmyths
  42. 42. @msweezey #marketingmyths
  43. 43. @msweezey Thank you!Now, let’s get to questions… #marketingmyths

Notes de l'éditeur

  • Opp field lost, reads contract date, set and adds to nurturing campaign which begins 60-days before renewal; also schedules task for account owner to reach back out at beginning of drip
  • Opp field lost, reads contract date, set and adds to nurturing campaign which begins 60-days before renewal; also schedules task for account owner to reach back out at beginning of drip
  • Opp field lost, reads contract date, set and adds to nurturing campaign which begins 60-days before renewal; also schedules task for account owner to reach back out at beginning of drip

×