7 advanced tips for driving demand- a case study in marketing automation
DESCRIPTION
Increase Demand by 300%, a Case Study in Marketing Automation by Mathew Sweezey of Pardot at BMA Carolinas, January 2014TRANSCRIPT
ADVANCED TIPS FOR DRIVING DEMAND
Increase conversions by 300% a case study in
Modern marketing
7
Marketing Author: Marketing Automation For Dummies – 2014
Is my love, work, passion, and what I think about all day
every day
- Mathew “Sweezey” @msweezey
Craftbrewing
Atlanta
Goddaughter
Kaela
Snowboarding
Japan
(LEADS) MORE BETTER
WHY WE’RE HERE
SLIDES Will be sent out after the presentation
PSA
NOSILVERBULLETS PSA
NASA MORE
POWER IN A GOOGLE SEARCH,
THAN ALL OF NASA HAD IN TO PUT A MAN ON THE MOON
Attention Span 8
seconds
2/3 Consumer Executive Board
76% go to Google
times to research a purchase
TIP
Understanding THE NEED FOR STAGE BASED LEAD NURTURING
1
12 3DIA
GR
AM O
F
RES
EAR
CH
TIP
LEARN TO MAP CONTENT TO YOUR STAGE BASED STRATEGY
2
CONTENT CONTENT CONTENT
- Seth Godin (1999)
294 Billion Emails
2 Million Blog Posts 250 Million
Photos
(FRESH) RELEVANT ENGAGING
-Jay Baer (2012)
Of survey respondents said they want different content at each stage of research.
77% C
ON
TEN
T
ENG
AGEM
ENT
Con
tent
By
Lead
Sta
ge
1 2 3
-Any content about how to do their job
better
-Any content about how
others benefited
-Any content about why you
are the best choice
TIP
CONSIDER"HOW SMART "YOUR LEADS "ARE: WICKED SMART
3
SURV
EY
A B
OR
WIC
KED
SM
ART 20 1
2
SUBJ
ECT
LIN
ES
1 3
TIP
KEEP THEM MOVING ON DOWN THE LINE BY READING THEIR MIND
4
Conversions are their key metric. Learn the benefits of “Others Also Like This”
-Jeff Bezos (2007)
12 3DIA
GR
AM
RES
EAR
CH
CAL
L TO
AC
TIO
NS John,
Here is a case study from Comscore showing how they changed their email programs to drive more revenue. I thought you’d enjoy reading it. Or if you’d prefer here is a worksheet they used to help them start on their process. Best, Mathew Sweezey
2 3
TIP
IT’S EASY AS 1-2-3 SIMPLE AS DO, RE, MI BABY, YOU AND ME GIRL
5
? YOUR
DATABASE
1-2-3
1-2-3
3 2 1
3 2 1
3-2-1
200k
TIP
I’LL TAKE “THE PEN IS MIGHTiER” FOR $500 TREBEK
-SEAN CONNERY
6
Prefer content to be less than 5 pages. Only 1.7% would prefer more than 5 pages.
7I% C
ON
TEN
T
ENG
AGEM
ENT
TIP
NURTURING ISN’T EMAIL ONLY!!!
7
CR
OSS
C
HAN
NEL
1960 !5 marketing
Channels 2013!
60+ marketing Channels
2020!100’s of
marketing Channels
Pr
int
Radi
o Te
levisi
on
Dire
ct M
ail
Fax
Telem
arke
ting
Inte
rnet
Em
ail
Face
book
Questions?
@msweezey