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B2B Marketing Automation 2017

B2B marketing trends are on a faster pace and to compete it important to run with time. Marketing automation is just another innovation that businesses are opting for to save time and improve efficiency.<br>Channel Source: https://www.slideshare.net/DaveChaffey<br>Republished By: https://www.exporthub.com/

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B2B Marketing Automation 2017

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  1. Taking your B2B Marketing Automation to the next level 10 Steps to get review Dr Dave Chaffey. SmartInsights.com Download presentation: www.slideshare.net/DaveChaffey 1

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  3. Automation can appear daunting… Free 100+ page digital marketing tools guide http://bit.ly/smartdigitaltools 3

  4. 30 Digital Tools categories #1 Download: http://bit.ly/smartdigitaltools 4

  5. About Dave Chaffey Specialist Digital Marketing consultant, trainer and author since ‘97. 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. Free Basic membership 5

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  7. Step 1. Review your capabilities Download benchmark template as a Smart Insights Basic member 7

  8. How does your Automation rate? Smart Insights - CommuniGator 2016-17 Marketing Automation research 8

  9. Step 2. Create a lifecycle engagement plan – Before 9

  10. Step 2. Create a lifecycle engagement plan – After 10

  11. Step 3. Integrate with your content marketing strategy 11

  12. Defining content for lead gen and nurturing 12

  13. Hero content prominent on site 13

  14. Define your content-led lead gen and nurture programme REACH ACT CONVERT ENGAGE Content type and aim TOFU Awareness Engagement MOFU Evaluation Engagement BOFU Purchase Engagement ROFU Retention/Advoc acy Engagement Career development • Enewsletter B2B Examples Hero lead-gen for cut-through Infographics Webinars - education Case studies Datasheets Independent reviews Webinars - demos Email welcome Email nurture Enewsletter personal Web personalisation Livechat ROI calculators Business case download • • • • • • • • • Distribution SEO Social Pop-ups and Inline content Emails from Sales (Automated) Webinars Enewsletter Web personalisatio n • • • • • • • • • • • • 14

  15. Step 4. Smart Small with a single campaign SIMPLE Branded WELCOME with OVP 15

  16. Next try a MULTISTEP WELCOME CTR Response example: 0d:13% > +2d:6% > +1w: 8% 16

  17. INTEGRATE WEB ‘SENSE & RESPOND’ 17

  18. Step 5. Add Targeting Smart Insights - CommuniGator 2016 Marketing Automation research 18

  19. Example : segmented by role Open rate Clickthrough rate Before 20.0% 1.9% After 18.9 – 27.4% 7.5% - 20.6% 19

  20. Dynamic content – role specific Tip: Use tags to trigger insertion as shown 20

  21. An advanced B2B example Customer Lifecycle Segmentation Nursery Development Email 'Type' Prospects Lapsing Lapsed Nursery programme Prevent Lapsing programme Lifecycle P2C programme Spot the winners Lapsed programme Triggered by customer behaviour: ABBA, BnB, Accessories etc (max.1 email per week for each programme) Behavioural Newsletter Feature Email Offers and Deals NPI Sent wk. 1 each month to all contacts with personalised content Sent wk. 2 each month to all contacts Sent wk. 3 each month to all contacts Sent wk. 4 each month to all contacts 21 Source: Harriet Mitchell Smart Insights Digital Impact conference

  22. The RS Newsletter Customised content: (Customer Profile) • EDE (Electronic Design Engineers) • Non-EDE (Electronic Design Engineers) • Promo Excluded (Key and Corporates) Hero banner Customised content: (Customer Lifecycle) • Nursery • Development • Acquisition CLC Module Customised content: (Behavioural data) • Abandoned Baskets • Browsed Not Bought • Propensity to Buy (A recommendations model) • Top Sellers BEH Module Product Modules Product modules can vary in number and format. Maximum of 8 modules per email. Local Module Optional modules for any local activity/information. 22

  23. Step 6. Get the frequency right and automate nurture Source: GetResponse 23

  24. How to schedule a nurture like this Source: GetResponse 24

  25. Example nurturing emails that differentiate and encourage action Source 25

  26. Step 7 Add Lead scoring and grading 26

  27. Lead scoring example 27

  28. Add lead grading to lead scoring 28

  29. i.e. Adding Profile fit to Interest or Intent Lead grading (A-D) Lead scoring – numeric 29

  30. Step 8. The Future: AI, Machine Learning and predictive analytics 30

  31. Machine learning and predictive analytics example Analysis of historical Transactions and customer profile data Predictive scoring of prospects and customers 31

  32. Let’s Connect! Questions & discussion welcome https://www.linkedin.com/in/davechaffey 32

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