Contenu connexe Similaire à Marketing Through the Funnel: Tips for Small Yet Powerful Teams (20) Marketing Through the Funnel: Tips for Small Yet Powerful Teams1. Marketing Through the Funnel: Tips for
Small Yet Powerful Teams
Hayley Ferrante | Head of Marketo Engage, Commercial DG
Liana Best | Marketing Specialist
Jessica Blair | Marketing Specialist
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Speakers
Head of Marketo Engage
Commercial DG
Hayley Ferrante
Marketing Specialist
Liana Best
Marketing Specialist
Jessica Blair
3. ©2020 Adobe. All Rights Reserved. Adobe Confidential.
Small Yet Powerful
Email Strategy
Sponsored
Programs
Direct Mail
Webinars
Chat Bot
Digital Strategy
Here’s what we do for the prospect journey:
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Cross-Functional Alignment
The good news is that we can rely on
other groups inside the Commercial
team:
Digital Marketing
Marketing Operations
Field and Event Marketing
Sales
Creative
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Biggest Challenges for Marketers
Does this sound
familiar?
“Always on”
expectations
Dueling goals:
More leads
Better
experience
Lack of resources:
Budget
Time
People
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An “Always On” Approach
Email Strategy Direct Mail
Chat Bot
Sponsored Programs
Webinars Digital Strategy
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Email Strategy | What We Do and Why
Nurture touches all our leads, no matter the
source
Our strategy: create highly segmented and
behavior-driven nurture streams
Benefits:
Keep leads engaged to generate consistent
AQLs and pipeline
Avoid losing leads to the dreaded
“unsubscribe”
Scheduled cadence of personalized touches
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Email Strategy | How We Manage It
Smart Campaigns in Marketo Engage are the most helpful
tool in our toolbox
Behavior-based triggered campaigns help ensure each touch is
relevant
Run regular reports to see which emails are performing
Utilize A/B testing to make incremental improvements
Adjust nurtures based on data
Balancing nurture and batch emails allows us to be agile
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Sponsored Programs | What We Do and Why
We sponsor programs with third parties to
collect new leads, generate demand, and
convert existing leads
Benefits: more leads and less legwork for
our small team
Types of sponsored programs: emails,
virtual events/webinars, ads
Our strategy: provide content for the leads
to engage with—not just a logo
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Sponsored Programs | How We Manage It
Identify and evaluate vendors
Align on content that will resonate with our ICP
Determine how content will be delivered and promoted
(email, newsletter placement, etc.)
Understand how leads will be shared
Measure results over the lifetime of each program
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Direct Mail | What We Do and Why
We deliver ultra-personalized direct mailers
to high-priority leads
Our goal: help sales book more meetings
in less time
Our strategy: use a direct-mail provider,
Alyce, to deliver personalized gifts to high-
priority leads
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Direct Mail | Personalized Gifts at Scale
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Direct Mail | How We Manage It
Rely on innovative technology. We use it to:
Prioritize targets
Automate follow up and lead routing
Track ROI
Quick tips:
Make sure you are in close communication with your sales
team
Have a clear plan for enablement and adoption
Close the loop with sales to find out what is and isn't working
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Webinars | What We Do and Why
Webinars are one of our top-performing channels,
they can be a big lift – but they’re worth it
Our goal: nurture prospects at all stages of the
customer journey, from top of funnel to bottom of
funnel
Our strategy:
Plan well in advance
Determine up front which part of the funnel you will
target
Automate everything we can
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Webinars | How We Manage It
Plan our schedule of webinars each quarter
Allow 3+ weeks to promote each webinar
Automate lead capture and follow-up:
Clone program shell and update tokens
Set up landing pages and emails in an event program
Automatically move leads from webinar platform to Marketo
Engage
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Digital Strategy | What We Do and Why
High-Volume Lead Gen Programs
Content Syndication and Paid Media
Work hand-in-hand with our digital team
Target audiences based on funnel needs
Reporting
What content works for the goals of the campaign?
How does the lead quality look by channel/campaign?
Is the spend from each campaign/vendor giving us the return we
want? Why or why not?
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Digital Strategy | How We Manage It
Targeting
Build target and exclusion lists with specific parameters
Teamwork
Work closely with the digital team to bring strategy/campaigns to life
Transparency
Consistently track new KPIs and update reports in a way that makes
sense visually—share results with stakeholders and vendors
Testing
Constantly test new content, audiences, or messaging—monitor
performance and prioritize updates based on data
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Chat Bot | What We Do and Why
Utilize a chat bot on our website to:
Have personalized conversations with prospects
Help our audience quickly find information
Qualifying leads at scale:
Nurture leads OR route high-intent leads to sales
based on engagement
Chat can come in at any point in the journey
Continuously optimize the site experience
Integrate chat with other channels and campaigns
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Chat Bot | How We Manage It
Custom and AI Bots
Use smart lists to build target audiences and generate custom playbook messaging for
those leads
Use AI to provide personalized conversations to leads we don't know much about yet
Reporting / Chat Data
Data from chat sessions are automatically synced to your CRM and marketing
automation platform
We use this data to inspire new campaigns and to help us report on the ROI
Sales Alignment
Optimize messaging within playbooks to increase conversions
Leads from the chat bot are qualified and automatically routed to sales reps
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Key Takeaways for Small Teams
Take advantage of
automation.
Always look for
opportunities to
collaborate and align
with other teams.
Continuously
optimize audience
targeting and
segmentation of your
campaigns.
Build lots of reports
and don’t forget to
monitor the data.
Don't be afraid to try
new things! Even if it
fails, you learned
something about
your audience.