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#DigitalPriorities Digital Marketing Priorities 2019 brought to you
by
Win more customers with an integrated
marketing communications strategy
Dave Chaffey, Co-Founder, Smart Insights
Julie Bordato, Senior Product Marketing Manager, Salesforce

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Before we start… house keeping
• A recording for the webinar will be sent via Email
• Slides will be available via Smart Insights Slideshare
• Please get involved with the interactions:
• Give your views in the votes
• Do ask questions at any point via the Questions panel, we
will cover these in the final Q&A

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Recommended resource
Download free resource
• The aim of this guide is to walk you through the
success factors needed to deliver on the promise of
automation for your business.
• It goes beyond discussing the benefits of automation
to give you a process framework that combines a
roadmap to improvement, together with strategy
recommendations and practical tips.

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Today’s Agenda
Julie Bordato
Senior Product Marketing Manager
Setting the Stage:
The Age of the Connected
Customer
Dave Chaffey
Co-Founder
Overview:
Opportunity, Strategy, Action
Closing Thoughts:
More Examples, Q&A, Next Steps

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Welcome to the Age of the Connected Customer
Buyer experience has become the new competitive edge
Products
Experiences
Services
customer
experience
89%
compete
primarily on
Source: Forbes, “Customer Experience is the New Brand,” 2018

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Today, Buyers Expect More From Every Interaction
B2C experiences raise the bar for every other relationship
Personalised
Consultative
Frictionless
I feel known and understood
My rep is a trusted advisor
Every touchpoint is consistent
“My best experience
anywhere becomes
my expectation
everywhere.”

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One-Size-Fits-All
Transactional
Disconnected
I feel like a number
My rep is just a vendor
Every handoff is painful
But Most Organizations Fail to Win Over Customers
Traditional models fall short of expectations
Source: Forbes, “Customer Experience is the New Brand,” 2018
80%
of companies
believe they deliver
“superior
experiences”
only 8%
of customers agree
Reality
Perception

Win New Customers and Grow Existing Relationships
Create a better buying experience at every step
One-Size-Fits-All
Transactional
Disconnected
Personalised
Consultative
Frictionless
Complete View
of the Customer
Intelligent
Personalisation
Cross-Team
Collaboration
Trusted advisor vs.
approved vendor
+20%
Win Rate
Source: CSO Insights, “Selling in the Age of Ceaseless Change: The 2018-2019 Sales Performance Report,” 2019

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Growing Account Relationships is About Trust
Earn Trust
Deepen Trust
Aware
Consider
Decide
Setup Master
Grow (Cross-Product) Share
Refer
Recommend
Discover
Use
Evolve Trust

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2
3
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Growth through
Recommendations
5 Foster Brand Loyalty
Guide Customers to the
Right Solutions
Anticipate Customer
Adoption Needs
Accelerate Product
Mastery
Every Marketing Touchpoint is a Chance to Build Trust

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DIVING DEEPER INTO
INTEGRATED MARKETING COMMUNICATIONS

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Recommended resource
Download free resource
• The aim of this guide is to walk you through the
success factors needed to deliver on the promise of
automation for your business.
• It goes beyond discussing the benefits of automation
to give you a process framework that combines a
roadmap to improvement, together with strategy
recommendations and practical tips.

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OPPORTUNITY

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B2B Omnichannel - customer lifecycle touchpoint review -
Optimized

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Customer lifecycle touchpoint review – with gaps and optimisation needed

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Reviewing capabilities. FAQ – where to start?

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Vote - Targeting
Score your Email marketing and automation :
A. 1. Initial – no targeting
B. 2. Managed – demographic targeting
C. 3. Defined – Layered multiple criteria
D. 4. Quantified – Criteria tested and refined
E. 5. Optimized – AI, machine learning, predictive analytics

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B2B Examples – see our QW

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The importance of nurture
Source: Aberdeen Research 2019 B2B Buyers survey

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Types of welcomes and nurture emails

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Example nurturing
emails that
differentiate
and encourage action
Source

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Model and report on pipeline

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STRATEGY
Define engagement strategy

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How sophisticated is your targeting

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B2B – review audience demographics in
LinkedIn

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Layering audience
targeting
in Facebook
Source: Facebook IQ : Audience Insights

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A layered segmentation
example from eBay

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B2B example - using layered targeting
with email system with dynamic content
Email 'Type' Customer Lifecycle Segmentation
Prospects Nursery Development Lapsing Lapsed
Lifecycle P2C programme Nursery programme Spot the winners Prevent Lapsing programme Lapsed programme
Behavioural Triggered by customer behaviour: ABBA, BnB, Accessories etc (max.1 email per week for each programme)
Newsletter Sent wk. 1 each month to all contacts with personalised content
Feature Email Sent wk. 2 each month to all contacts
Offers and Deals Sent wk. 3 each month to all contacts
NPI Sent wk. 4 each month to all contacts
Source: Harriet Mitchell Smart Insights Digital Impact conference

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Hero banner
Customised content: (Customer Profile)
• EDE (Electronic Design Engineers)
• Non-EDE (Electronic Design Engineers)
• Promo Excluded (Key and Corporates)
CLC Module
Customised content: (Customer Lifecycle)
• Nursery
• Development
• Acquisition
BEH Module
Customised content: (Behavioural data)
• Abandoned Baskets
• Browsed Not Bought
• Propensity to Buy (A recommendations model)
• Top Sellers
Product modules can vary in number and format.
Maximum of 8 modules per email.
Product Modules

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Lead scoring – implicit – behaviour based
Lead grading – explicit – profile-based

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Content marketing maturity is key to success
Source: Content Marketing Institute

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How strategic is content marketing
Journey mapped, tailored by service, different personas?
REACH ACT CONVERT ENGAGE
Content type
and aim
ToFu
Awareness
Engagement
MoFu
Evaluation
Engagement
BoFu
Purchase
Engagement
RoFu
Retention/Advocacy
Engagement
B2B
Examples
• Hero lead-gen
for cut-through
infographics
• 10X content
• Webinars -
education
• Case studies
• Datasheets
• Independent
reviews
• Webinars - demos
• ROI
calculators
• Business
case
download
• Career
development
• Enewsletter
Distribution • SEO
• Social
• Pop-ups and
Inline content
• Email welcome
• Email nurture
• Enewsletter
personal
• Web
personalisation
• Livechat
• Emails from
Sales
(Automated)
• Webinars
• Enewsletter
• Web
personalisation

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Sales alignment – example sales cadence

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ACTION

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Example contact strategy

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Vote – Contact strategy
How many automated triggers do you have in place
A. None
B. Single auto-response, e.g. for download
C. Welcome email sequence, untargeted
D. Targeted welcome and ongoing nurture

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Template to plan nurture emails

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Salesforce style guide
Communicating brand value consistently

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Marketing
applications
of
AI
Source: Premium members Machine Learning and AI briefing

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CLOSING THOUGHTS

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AI is on the Rise in B2B Marketing
In the past year,
AI usage
among B2B marketers has grown
23%

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Create High-Value Customers
by Nurturing Relationships at Scale
Convert More Leads
with Sales and Marketing Alignment

Zoom Fuels a Smarter Customer Journey
with Pardot
Moving from basic email model to dynamic, targeted
email nurture campaigns
Fast growing startup facing the need to scale
domestic campaigns internationally
Greater intelligence for tailored messaging
Hyper-segmentation bubbles up the right leads to
sales
Customized nurture programs to increase free user
engagement
Challenge Solution
“With Pardot, we’ve been able to
become much more intelligent with
our audience segmentation.
Engagement studio has been a real
game changer for us.”
Theresa Brady, Marketing Programs Manager
140%
Increase in customer
reach
Sales Cloud
Pardot

Clarion Events Boosts Sales Productivity and
Customer Engagement with Salesforce
• Support growth ambition to double in size
over the next five years
• Deliver an experience that meets the
expectations of customers in a digital age
• Improve visibility of overall business
performance
“With Salesforce, we can
unlock the full potential of
our people and create even
better events with higher
visitor numbers.”
Dave Cook, CTO, Clarion Events
• Centralised 12 CRM systems onto the
Salesforce platform
• More than 450 sales people across
16 divisions use Sales Cloud
• Simplified marketing approach using
Pardot to segment leads and reach more
customers
• Challenge • Solution
Sales Cloud
Pardot
2.5x
increase in lead
conversion rates

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Your questions please!
• Thank you for listening!
• Please ask questions via the Questions tab
• Include contact details

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Next Steps
Learn more with these free resource guides

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Let’s Connect – Questions and discussion welcome!
https://www.linkedin.com/in/davechaffey