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ADVANCED TIPS FOR DRIVING DEMAND
Increase conversions by 300% a case study in
Modern marketing
7
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Marketing Author: Marketing Automation For Dummies – 2014
Is my love, work, passion, and what I think about all day
every day
- Mathew “Sweezey” @msweezey
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Craftbrewing
Atlanta
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Goddaughter
Kaela
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Snowboarding
Japan
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(LEADS) MORE BETTER
WHY WE’RE HERE
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SLIDES Will be sent out after the presentation
PSA
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NOSILVERBULLETS PSA
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NASA MORE
POWER IN A GOOGLE SEARCH,
THAN ALL OF NASA HAD IN TO PUT A MAN ON THE MOON
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Attention Span 8
seconds
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2/3 Consumer Executive Board
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76% go to Google
times to research a purchase
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TIP
Understanding THE NEED FOR STAGE BASED LEAD NURTURING
1
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12 3DIA
GR
AM O
F
RES
EAR
CH
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TIP
LEARN TO MAP CONTENT TO YOUR STAGE BASED STRATEGY
2
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CONTENT CONTENT CONTENT
- Seth Godin (1999)
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294 Billion Emails
2 Million Blog Posts 250 Million
Photos
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(FRESH) RELEVANT ENGAGING
-Jay Baer (2012)
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Of survey respondents said they want different content at each stage of research.
77% C
ON
TEN
T
ENG
AGEM
ENT
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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
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TIP
CONSIDER"HOW SMART "YOUR LEADS "ARE: WICKED SMART
3
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SURV
EY
A B
OR
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WIC
KED
SM
ART 20 1
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2
SUBJ
ECT
LIN
ES
1 3
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TIP
KEEP THEM MOVING ON DOWN THE LINE BY READING THEIR MIND
4
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Conversions are their key metric. Learn the benefits of “Others Also Like This”
-Jeff Bezos (2007)
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12 3DIA
GR
AM
RES
EAR
CH
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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
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TIP
IT’S EASY AS 1-2-3 SIMPLE AS DO, RE, MI BABY, YOU AND ME GIRL
5
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? YOUR
DATABASE
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1-2-3
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1-2-3
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3 2 1
3 2 1
3-2-1
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200k
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TIP
I’LL TAKE “THE PEN IS MIGHTiER” FOR $500 TREBEK
-SEAN CONNERY
6
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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
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TIP
NURTURING ISN’T EMAIL ONLY!!!
7
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CR
OSS
C
HAN
NEL
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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
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Questions?
@msweezey