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Taking your B2B Marketing Automation to the next level

Dr Dave Chaffey. SmartInsights.com

10 Steps to get review

Download presentation:www.slideshare.net/DaveChaffey

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Automationcan

appeardaunting…

Free 100+ page digital marketing tools guide

http://bit.ly/smartdigitaltools

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30 Digital Tools categories #1

Download: http://bit.ly/smartdigitaltools

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About Dave Chaffey

Co-founder and Editor of

SmartInsights.com - a marketing advice

community with > 1 million

uniques/quarter. Expert members in over

100 countries use our planning guides,

templates and online courses to Plan,

Manage and Optimise their digital

marketing. We also offer consulting and

training for members.

Specialist Digital Marketing consultant, trainer and author since ‘97.

Free Basic membership

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Step 1. Review your capabilities

Download benchmark template as a Smart Insights Basic member

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How does your Automation rate?

Smart Insights - CommuniGator 2016-17 Marketing Automation research

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Step 2. Create a lifecycle engagement plan – Before

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Step 2. Create a lifecycle engagement plan – After

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Step 3. Integrate with yourcontent marketing strategy

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Defining content for lead gen and nurturing

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Hero content prominent on site

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Define your content-led lead gen and nurture programme

REACH ACT CONVERT ENGAGEContent type and aim

TOFUAwareness Engagement

MOFUEvaluationEngagement

BOFUPurchaseEngagement

ROFURetention/AdvocacyEngagement

B2B Examples

• Hero lead-gen for cut-through Infographics

• 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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Step 4. Smart Small with a single campaign

SIMPLE Branded WELCOME with OVP

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Next try a MULTISTEP WELCOME

CTR Response example: 0d:13% > +2d:6% > +1w: 8%

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INTEGRATE WEB ‘SENSE & RESPOND’

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Step 5. Add Targeting

Smart Insights - CommuniGator 2016 Marketing Automation research

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Example : segmented by roleOpen rate Clickthrough

rateBefore 20.0% 1.9%After 18.9 – 27.4% 7.5% -

20.6%

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Dynamic content – role specific

Tip: Use tags to trigger insertion as shown

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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

An advanced B2B example

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The RS NewsletterHero banner

Customised content: (Customer Profile)• EDE (Electronic Design Engineers)• Non-EDE (Electronic Design Engineers)• Promo Excluded (Key and Corporates)

CLC ModuleCustomised content: (Customer Lifecycle)• Nursery• Development• Acquisition

BEH ModuleCustomised content: (Behavioural data)• Abandoned Baskets• Browsed Not Bought• Propensity to Buy (A recommendations

model)• Top Sellers

Local Module

Product modules can vary in number and format. Maximum of 8 modules per email.

Product Modules

Optional modules for any local activity/information.

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Step 6. Get the frequency rightand automate nurture

Source: GetResponse

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How to schedule a nurture like this

Source: GetResponse

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Example nurturing emails that differentiate and encourage action

Source

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Step 7 Add Lead scoring and grading

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Lead scoring example

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Add lead gradingto lead scoring

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i.e. Adding Profile fit to Interest or Intent

Lead scoring – numeric

Lead grading(A-D)

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Step 8. The Future: AI, Machine Learning and predictive analytics

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Machine learning and predictive analytics example

Analysis of historicalTransactions and

customer profile data

Predictive scoringof prospects

and customers

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Let’s Connect! Questions & discussion welcome

https://www.linkedin.com/in/davechaffey