dan hare - marketing automation
TRANSCRIPT
Dan Hare
B2B Marke)ng within Financial Services
GatorMail GatorLeads GatorSocial GatorDocs GatorEvents
GatorExpress GatorInsights GatorCRM GatorData GatorSurveys
Marketing Automation Platform
Customers
Integrations
Automation beats determination
MessageMedium vs
Difficulty proving ROI
Lack of strategy
Lack of time
Lack of understanding
Lack of budget 13%
21%
23%
32%
50%
B2B Marketing Social Media Benchmarking Report 2014: Key Challenges
Data from:
Retweets
Likes
Shares
Email Social
Opens
Self-fulfilling industry metrics
UTM
IP
Cookie
Who
What
Where
Search
Social
Your complete marketing audit trail
http://www.communigator.co.uk/?utm_source=demo&utm_medium=email&utm_campaign=webinar
http://www.communigator.co.uk/?utm_source=gatormail&utm_medium=email&utm_campaign=seminar
Lead Score
Lead Score
Lead Score
Suspect Engagement
Prospect Engagement
Lead Nurture
Sales Qualification
Mon Tue Wed Thur Fri
Newsletter
Newsletter
Newsletter
Newsletter
Mon Tue Wed Thur Fri
Social NewsletterSocial Social Social Social
Remarketing Remarketing Remarketing Remarketing Remarketing
Lead Nurture
Alerts Alerts Alerts Alerts AlertsSocial
IT Manager
Finance Director
Newsletters using Dynamic Content targeted by job role
What should we put in the next e-mail?
[email protected] NewsIf you cannot read this email, click here to view it in your browser.
Company NameLatest NewsIf you cannot read this email, click here to view it in your browser.
Daniel HareLatest NewsIf you cannot read this email, click here to view it in your browser.
From Address
Subject Line
Preview/Preheader
Two seconds...
[AccountManagerName]Your [VehicleMake] contractHi [Firstname], we wanted to let you know that your [VehicleMake] contract finishes on [ContractEndDate].
Company NameLatest NewsIf you cannot read this email, click here to view it in your browser.
Relevance
Aaron YatesYour BMW contractHi Lee, we wanted to let you know that your BMW contract finishes on 31st October.
Company NameLatest NewsIf you cannot read this email, click here to view it in your browser.
Relevance
Begin with the end in mind
What is your marketing objective?
Who is your target audience?
Behavioural Demographic CRM
Lead Score Location Date
Email Action Industry Purchases
Website Action Size Relationship
Event Booking Role Value
Survey Response Seniority Contact
For every action, there is an equal and opposite reaction
Remarketing Campaigns
What is the logical reaction to a specific online behaviour?
Remarketing Campaigns
Contact Lead Score below 30 points
Contact Lead Score above 29 points
Product Highlights Campaign
Personal Demo Offer Campaign
Contact visits key product page
B2B Marke)ng within Financial Services
Round Table Discussion:
What have they done?
What do you want them to do?
Subject
Content
Call to action
Contact Us
Shopping Basket
Case Study
Pricing Page
Whitepaper
Event Booking
Product Specification
Subject Line
Link A
Link B
Link C
Lead Nurture Group
Campaign with different topic
choices and links sent to Group
Click on links tracked
Groups built for clicks on each link
Emails based on content for each link
(A, B or C) sent in sequence
Contact fulfils objective (e.g Lead
Score)
Contact passed to sales for qualification
Google Analytics Universal Analytics
Multiple Devices Multiple Devices
Try the website tracking for free
Automation beats determination
Amy Nicholson
B2B Marke)ng within Financial Services