“Mastering the Driving Force of Effective B2B Marketing” presentation and workshop was delivered by Adam Q. Holden-Bache, Driector of Email Marketing, and author of "How to Win at B2B Email Marketing". Held Saturday, December 2, 2017, the event was organized and hosted by Business Marketing Association, Southern California Chapter (SoCal BMA).
The 10 Most Influential CMO's Leading the Way of Success, 2024 (Final file) (...
Mastering the Driving Force of Effective B2B Marketing
1. The Truth & Tactics to Effective B2B Email Marketing
Adam Q. Holden-Bache
@adamholdenbach
@socalbma •
2. • Founded Digital Marketing Agency Mass Transmit
in 1996, sold to Striata in 2015
• Developed proprietary email platforms
• Author of “How to Win at B2B Email Marketing”
• 20+ years Email Marketing experience
• Director of Email Marketing at Enventys Partners
@socalbma •Adam Q. Holden-Bache
20. • IT’S UBIQUITOUS
WHY IS EMAIL STILL DOMINANT?
• Guaranteed Delivery
• PEOPLE CHECK IT Frequently & Respond
• It remains visible until deleted
• It’s FAST & MEASURABLE
@socalbma •Adam Q. Holden-Bache
21. WHY IS EMAIL STILL DOMINANT?
• It’s Cost Effective
• It’s Own-able
• It has a Low Cost-Per-Acquisition
• It has a high Return on Investment
@socalbma •Adam Q. Holden-Bache
23. 73% rate email as “Good” or
“Excellent” at generating ROI.
Most marketers only allocate 16% of
their budget to email.
BUT…
@socalbma •Adam Q. Holden-Bache
24. That 16% of budget contributes
of total sales.
23%
@socalbma •Adam Q. Holden-Bache
30. • Your name
• Your Email Marketing experience
• What you hope to learn at this workshop
• Company name and position
• Icebreaker: Your favorite Smell
@socalbma •Adam Q. Holden-Bache
31. • What’s the worst thing about email?
• The one thing that would help you most
with your Email Marketing
@socalbma •Adam Q. Holden-Bache
32. • Email Strategy: Plan for Success
• The Email Message
• Deliver Relevance
• Data: A Marketer’s Goldmine
• Testing
• The Future of Email Marketing
@socalbma •Adam Q. Holden-Bache
47. • Who are you sending to?
Questions to ask:
• Why are you sending the message?
• WHAT DO THEY expect?
• What don’t they want?
• Is the email focused on the goal?
• How will you measure success?
@socalbma •Adam Q. Holden-Bache
48. • Longer Sales Cycle
B2B vs. B2C: Differences
• Relationship Driven
• Education Required
• More Complex
• Group Purchasing Decision
• Considered Decision-Making Process
@socalbma •Adam Q. Holden-Bache
49. • Immediate Impact
B2B vs. B2C: Overlap
• Relevance required
• Right Message at the right time
• Must learn from results
• It’s all about the relationship
@socalbma •Adam Q. Holden-Bache
50. • Financially Driven Buyer
2 Types of Business Buyers
• Solutions-Focused Buyer
@socalbma •Adam Q. Holden-Bache
51. • Makes decision based on price
Financially Driven Buyer
• Price consideration may include Support,
options, maintenance, upgrades, internal
expertise, training
@socalbma •Adam Q. Holden-Bache
52. • Makes decision based on how well a
product or service solves existing
business problems
Solutions Focused Buyer
@socalbma •Adam Q. Holden-Bache
53. Answer the following questions:
1. What is your email marketing goal?
2. What metrics do you measure?
3. Who is your audience?
4. Are your buyers financially driven or
solutions focused?
Workshop Applied
@socalbma •Adam Q. Holden-Bache
62. Workshop Applied
1. Make a list of all the place you can
collect email address date
2. Put an asterisk beside all the places
your are currently doing so
@socalbma •Adam Q. Holden-Bache
63. 1. Website
WHERE TO COLLECT DATA
2. Blog
3. Offline Events
4. Online Events
5. Registrations
for Downloads
6. Surveys
7. Facebook
8. Twitter
9. LinkedIn
10. Videos
11. Sweeps &
Promotions
12. Email Signatures
13. Print ADS
14. Direct Mail
15. QR Codes
16. Mobile Apps
17. Mobile Text
Subscriptions
18. Point of Sale
@socalbma •Adam Q. Holden-Bache
81. 1. You’ll Risk your Reputation
2. You’ll be labeled a spammer
3. Your deliverability will suffer
4. It’s not effective
Do Not Purchase An Email List
@socalbma •Adam Q. Holden-Bache
82. It’s not just an email address.
You are communicating with
a human being.
@socalbma •Adam Q. Holden-Bache
84. WHAT EMAIL IS NOT:
• A blast
• A digital version of a print ad or direct mail piece
• A web page
• One big image
• Like any other marketing channel
@socalbma •Adam Q. Holden-Bache
90. STAGE 1: The INBOX
Email is Experienced in Stages
STAGE 2: The EMAIL BODY
STAGE 3: The WEB SITE/LANDING PAGE
Always Drive Users to Conversion
@socalbma •Adam Q. Holden-Bache
92. STAGE 3: The WEB Site/Landing Page
GOAL: Get the Conversion
@socalbma •Adam Q. Holden-Bache
93. STAGE 3: The WEB Site/Landing Page
@socalbma •Adam Q. Holden-Bache
94. STAGE 1: The INBOX
Email is Experienced in Stages
• From Name
• Preheader
• Subject Line
@socalbma •Adam Q. Holden-Bache
95. STAGE 1: The INBOX
• Business Name or Persona Name? Test it.
• Don’t Exceed 23 Characters
• Be Consistent with From NAME
• Be Consistent with From EMAIL
Email is Experienced in Stages
@socalbma •Adam Q. Holden-Bache
96. 35% of email recipients open email based
solely on the subject line.
Subject Line
@socalbma •Adam Q. Holden-Bache
97. • Put the main point first
• Keep it short (50 characters or less)
• Create interest and urgency
• Review for word truncation issues
• Beware of personalization
• Use clear language
Subject Line
@socalbma •Adam Q. Holden-Bache
98. • Provide a call to action
The PREHEADER
• Generate interest
• Summarize
• Always support the subject line
@socalbma •Adam Q. Holden-Bache
99. 75% of emails are
displayed with preview
text in the inbox.
@socalbma •Adam Q. Holden-Bache
110. • MAKE IT SCANNABLE
DESIGN YOUR COPY
• USE headers and subheaders
• Break apart the copy
• Use bullets and lists
• Use bold, italics, and font size variations
• Use color and whitespace
@socalbma •Adam Q. Holden-Bache
111. 80% of people are only
scanning your email.
@socalbma •Adam Q. Holden-Bache
112. IMAGES
Use images to enhance
(not deliver)
your email message.
@socalbma •Adam Q. Holden-Bache
113. Images Best Practices
• Minimize the use of Images
• Compress images to lowest file size possible
while retaining quality
• Chop up larger images
• Do not use larger images and resize via HTML
@socalbma •Adam Q. Holden-Bache
114. Prepare for images OFF
43% of Gmail users read email
without turning images on.
@socalbma •Adam Q. Holden-Bache
116. The Bulletproof Button
• Appears as a button even with images off
• Highlights important CTA
• Works in all email modern clients
@socalbma •Adam Q. Holden-Bache
123. GIF CASE STUDY: DELL
Results:
• 42% increase in click rate
• 103% increase in conversion rate
• 109% increase in revenue
@socalbma •Adam Q. Holden-Bache
124. Benefits of using video in email:
• Increased Click-through rates: 65%
• Increased Time Spent with email: 44%
• Increase in Sharing/Forwarding: 41%
• Increased Conversion rates: 24%
• Reduce Unsubscribe rates: 25%
• “VIDEO” in Subject Line increases opens 19%
@socalbma •Adam Q. Holden-Bache
125. • Don’t sell, educate
HOW DO YOU GET THE CLICK?
• Solve a problem
• Save, save, save
• ENTERTAIN
@socalbma •Adam Q. Holden-Bache
126. Have one clear, strong call to action. Use it
multiple times in the email.
CALL to Action
• Button near the top of the content area
• As a text link within the body copy
• Button at the end of the message
@socalbma •Adam Q. Holden-Bache
131. • Use a color that stands out
CALL to Action Tips
• Make it look clickable
• Keep copy short
• Use action words: Get, Reserve, Own, Try
• Use urgency words: Now, Today, Limited
• Make the button the next obvious action
@socalbma •Adam Q. Holden-Bache
134. Finish the sentence: “I want you to…”
CALL to Action Copy:
• Download the e-book
• Register for the webinar
• Watch the video
• Read the case study
@socalbma •Adam Q. Holden-Bache
138. STAGE 1: The INBOX
Email is Experienced in Stages
STAGE 2: The EMAIL BODY
STAGE 3: The WEB SITE/LANDING PAGE
Always Drive Users to Conversion
@socalbma •Adam Q. Holden-Bache
139. STAGE 3:
The WEB Site
/Landing Page
GOAL:
GET the
CONVERSION
@socalbma •Adam Q. Holden-Bache
140. STAGE 3:
The WEB Site
/Landing Page
GOAL:
GET the
CONVERSION
@socalbma •Adam Q. Holden-Bache
141. Landing Page
• Should be an extension of the email
• Focus on the conversion
• No distractions
• Remove or minimize navigation
• Needs to be mobile optimized
• Don’t leave them stranded
@socalbma •Adam Q. Holden-Bache
142. STAGE 3: The WEB Site/Landing Page
@socalbma •Adam Q. Holden-Bache
144. • Grow or strengthen brand awareness
Newsletters Benefits
• Establish thought leadership
• Educate recipients about products & services
• Strengthen existing relationships
• Retain and upsell current customers
• Increase retention/reduce customer churn
@socalbma •Adam Q. Holden-Bache
145. 56% of executives rely on email
newsletters more than web sites
or news sites as their primary
source of industry news.
@socalbma •Adam Q. Holden-Bache
146. • Select content that appeals to all audiences
Winning Tactics for Newsletters
• Segment and use dynamic content
• Get readers to your website
• Include some company news
• Link away
@socalbma •Adam Q. Holden-Bache
148. Workshop Activity
Share your favorite email newsletters and
why you enjoy receiving them.
Provide thoughts on ways they could
be improved.
@socalbma •Adam Q. Holden-Bache
158. will delete an email that doesn’t
display correctly in a mobile inbox.
@socalbma •Adam Q. Holden-Bache
159. Optimize for Mobile
1. Less content
2. Easy to click
3. Stack content (no columns)
4. Remove or link to low priority content
5. Use responsive design
@socalbma •Adam Q. Holden-Bache
161. Responsive emails will detect readers’
screen size and adapt the layout to
optimize the viewing experience.
RESPONSIVE DESIGN
@socalbma •Adam Q. Holden-Bache
162. Brands that use responsive design will see
24% more clicks than those who don’t.
@socalbma •Adam Q. Holden-Bache
178. • Subscribers that receive personalized
content are 6x more likely to complete
a transaction
EMAIL PERSONALIZATION & ROI
• Revenue from personalized emails is
5.7x higher than non-personalized emails
@socalbma •Adam Q. Holden-Bache
186. SEGMENTED emails will improve:
EMAIL SEGMENTATION
• Open rates 14.4%
• Click-through rates 65%
And will lower:
• Unsubscribes 9%
• ROI up to 760%
@socalbma •Adam Q. Holden-Bache
193. 1. List the options that you have at your
organization for personalization and
segmentation.
2. List the things you can do to improve
future personalization & segmentation.
Workshop Activity
@socalbma •Adam Q. Holden-Bache
194. Lead nurturing guides a prospect through a
process of having minimal knowledge about
a product or service to being someone who
is prepared to become a customer.
Lead Nurturing
@socalbma •Adam Q. Holden-Bache
195. 73% of leads are still in early
stages of research and are not
ready to engage with sales.
@socalbma •Adam Q. Holden-Bache
196. Today’s business buyers do not
contact suppliers until 57% of the
purchase process is complete.
@socalbma •Adam Q. Holden-Bache
197. Lead Nurturing Benefits:
1. Maintains contact with the lead
2. Improves quality of leads
3. Creates perceived brand value
4. Shortens the sales cycle
5. Results in larger purchases
@socalbma •Adam Q. Holden-Bache
198. Lead Nurturing Tactics:
1. Segment your leads to deliver relevant content
2. Analyze responses to determine future content
3. Follow up with leads based on their actions
4. Continuously offer valuable content
@socalbma •Adam Q. Holden-Bache
199. Nurtured leads make
47% larger purchases
than non-nurtured leads.
@socalbma •Adam Q. Holden-Bache
208. Workshop Activity
1. Make a list of the marketing content
that you have at your organization.
2. Determine what phase of the sales
cycle would be most appropriate for
it’s use.
@socalbma •Adam Q. Holden-Bache
212. Email Automation
• Welcome emails have 50% higher open rates
• Birthday emails lift conversion rates by 60%
• Thank you emails with an offer drive 13x more value
• 25% of new customers purchase after clicking
on a welcome email
@socalbma •Adam Q. Holden-Bache
213. Automation Benefits:
• Reduced manual process
• Timely, relevant communications
• Streamlined lead nurturing process
• Ensured regular communications
• Simplified identification of highly engaged leads
@socalbma •Adam Q. Holden-Bache
216. Welcome Emails
• Those that receive show 33% more engagement
• 4x higher open rates
• 5x higher click rates
• 74% of subscribers expect a welcome email
@socalbma •Adam Q. Holden-Bache
217. Automated Campaign Content
• Determine incentives
• Determine steps recipient must make to get there
• Consider your goal
• Keep progressing towards goal
@socalbma •Adam Q. Holden-Bache
219. A series of prepared email communications
that will be sent to a segment based on an
action, behavior, or where they are in the
buying cycle.
Nurture Campaign
• Interest
• Milestone
• Transactional
@socalbma •Adam Q. Holden-Bache
220. A series of prepared email communications
that will be sent on a predetermined schedule.
Drip Campaigns
• Calendar dates (holiday/birthday/anniversary)
• Time after a milestone
@socalbma •Adam Q. Holden-Bache
221. • Welcome series: A series of emails sent at
predetermined intervals after a new opt-in
Drip Campaign Examples
• On-Boarding series:
A series of emails sent to new customers
@socalbma •Adam Q. Holden-Bache
230. Workshop Activity
What types of automated messages do
you use at your business?
What types of messages could you
automate in the future?
@socalbma •Adam Q. Holden-Bache
231. Don’t be afraid to send more email as long
as you deliver value every time.
FREQUENCY
@socalbma •Adam Q. Holden-Bache
233. You may not be emailing enough. Especially if…
FREQUENCY
• Some campaigns do abnormally well
• If you see high repeat visits to your web site
• Increase of non-email volume to your web site
@socalbma •Adam Q. Holden-Bache
236. What Do You Test?
• Subject Line
• Message Copy
• Layout
• Call to Action
• Offer or Benefit
• Personalization vs. Non-personalization
• Images
• Length of Content
• Preheader
• Animation vs. Static
@socalbma •Adam Q. Holden-Bache
237. • A/B Testing
Two Types of Testing
• MultiVariate Testing
@socalbma •Adam Q. Holden-Bache
238. A Methodology in which two variants are
tested to determine how they affect user
behavior
A/B Testing (Split testing)
Version A = control
Version B = modified version
@socalbma •Adam Q. Holden-Bache
239. • Software company has 35k subscribers
• Control: 15% discount on upgrade
• Goal: Test if one year free support Performs better
A/B Testing Champion Example
Version A = control to 5k subscribers
Version B = free support to 5k subscribers
Winning version is sent to remaining 25k
@socalbma •Adam Q. Holden-Bache
241. GOAL: Test if audience is more motivated
by discounts or benefits
A/B Goal Testing Example
Version A = Get Optimizely Certified for 50% off
Version B = Get Optimizely Certified & Advance Your Career
Winner: Subject Line B (13.3% more opens)
@socalbma •Adam Q. Holden-Bache
242. Choose Your Test Winner Carefully
@socalbma •Adam Q. Holden-Bache
243. Only 30% of Marketers
Conduct A/B Testing.
@socalbma •Adam Q. Holden-Bache
244. Allows marketers to test multiple
variations at the same time.
Multivariate Testing
Used to determine which combination of
content and creative achieves the best
results.
@socalbma •Adam Q. Holden-Bache
246. Steps for Multivariate testing
1. Determine what you want to test
2. Create the variations
3. Run the test
4. Analyze the results
@socalbma •Adam Q. Holden-Bache
247. Increasing opens & clicks
should be secondary to
increasing conversions.
@socalbma •Adam Q. Holden-Bache
248. Increase Opens
1. Subject Line
2. From Name
3. From Email
4. Preheader
@socalbma •Adam Q. Holden-Bache
249. Increase Click-Through
1. Content/Message Copy
2. Call to Action Copy, Placement, and Design
3. Layout
4. Animation vs. Static Images
5. Video vs. Non-Video
@socalbma •Adam Q. Holden-Bache
250. Increase revenue
1. OFFER Copy and Placement
2. Landing Page
3. List Segmentation
4. Personalization
@socalbma •Adam Q. Holden-Bache
251. After the test
1. Review your results
2. Summarize key findings
3. Determine how to implement changes
based on what you’ve learned
4. Implement changes
5. Test some more
@socalbma •Adam Q. Holden-Bache
252. Workshop Activity
Make a list of the things you want to test on
your upcoming campaigns.
If you are already testing, share some of
your learnings/results.
@socalbma •Adam Q. Holden-Bache
256. • ROI is media agnostic
ROI RULES
• Every resource has value
• Only calculate after yielding a return
• Must be calculated in dollars
@socalbma •Adam Q. Holden-Bache
257. How to improve ROI
1. Know the value of your goals
2. Design campaigns to be measurable
3. Test and analyze results
4. Focus on decisions that improve ROI
@socalbma •Adam Q. Holden-Bache
269. Dynamic Real-Time Emails
• Includes real-time information
• Changes based on when/where opened
• Hyper-personalized
@socalbma •Adam Q. Holden-Bache
272. Predictive Email Marketing
The practice of extracting information
from existing customer datasets to
determine a pattern and predict future
outcomes and trends.
@socalbma •Adam Q. Holden-Bache
278. HTML5 Video
• Featured video in an email
• Video background in an email
@socalbma •Adam Q. Holden-Bache
279. HTML5 Video
• Works in Apple MAIL &
Outlook for Mac 2011
• Fallback image displays
in other email clients
• VIEW EMAIL
@socalbma •Adam Q. Holden-Bache
280. HTML5
Background Video
• Fallback image displays
in other email clients
• Works in Apple Mail &
Outlook for Mac 2011
• VIEW EMAIL
@socalbma •Adam Q. Holden-Bache
281. Gaming
• Using CSS to create an interactive
gaming experience
@socalbma •Adam Q. Holden-Bache
284. RECAP:
• Plan for success: HAVE A GOAL
• KNOW YOUR AUDIENCE
• Data: Quality over quantity
• Drive to Conversion (Open -> click -> CONVERT)
• Optimize for mobile
• Deliver relevance
• Testing is your key to success
@socalbma •Adam Q. Holden-Bache