Marketing Automation for Startups

Wessel Kooyman - @wesselkooymanCEO, Cole Street - @cole_street

Agenda• The journey of a techie into the marketing universe

• What is Marketing Automation

• What is going on these days and why is tech changing so fast?

• Different features Marketing Technology

• B2C & B2B startup needs and how to use marketing automation (they are radically different)

• How to find email lists

• Lots of Q & A!!!

Moore’s Law

Marketing Automation• Lead nurturing • Email marketing• Prospect tracking• Lead scoring• Dynamic content

Landing pages, email templates, reports, drip campaigns, blast campaigns, email and website tracking, segmentation, a/b testing,CRM integration

B2C startup marketing

• Lots of free users, challenge is to convert them to paying clients (‘conversion’)

• Increasing engagement and showing relevance are the main goals that drive conversion

B2B startup marketing

• Lots of prospects, but low conversion rates. Newsletters are terrible tool for conversion.

• Make sure sales people only talk to sales ready prospects

• Content is king

Drip campaign – a mighty tool• No more blasting, we drip

• B2C: registration is starting point (we get the email address), then re-engage based on customer journey

• B2B: cold lists need to be catalogued, then different content tracks for different buyer personas and geographies

Marketing stages• Marketing stage one: Need not identified

• Marketing stage two: Need identified, learning more about the solution(s)

• Marketing stage three: Ready to buy, want to compare vendors

Buyer personas“Buyer personas are examples of the real buyers who influence or make decisions about the products, services or solutions you market. They are a tool that builds confidence in strategies to persuade buyers to choose you rather than a competitor or the status quo”

- The Buyer Persona Institute

Stage 1 Stage 2 Stage 3

Buyer persona 1

Buyer persona 2

Buyer persona 3

Buyer persona 4

Buyer persona 5

Identifying content for each stage and persona

Stage 1(should I outsource?)

Stage 2(Learning about outsourcing)

Stage 3(Pick supplier)

Startup founder • Outsourcing when rare skill needed• Myths around fixed price• Trust in outsourcing

Case studies for Cole Street startup clients

Comparison charts of countries and developer salary costs, legal risks, cultural affinity

Startup founder US

* Terrible cost and availability of developer employees

Case studies for Cole Street startup clients

Comparison with outsourcing companies with strong US presence

Startup founder Europe

* Terrible risk when employing someone in Europe

Case studies for Cole Street startup clients

Comparison with outsourcing companies with strong US presence

Web agency employee

• Outsourcing when the required skill is not in the internal team

• Outsourcing to manage peaks in demand

* Case studies for Cole Street agency clients* Replacing your current outsourcing company

Brand marketing person

Comparison of webagencies and cost

Identifying content for each stage and persona

Email types• Branded from the company

• From a real person but sent automated

In both cases, the focus should be on content.

Subject tips: creative, friendly, stick to your goal, look at mails in your mailbox for examples, think like a prospect, use A/B testing.

Personal email

3-2-1 campaigns

B2C drips• On registration – bringing users back to your site (‘Engagement’)

– Email after registration, email 7 days later with tips on how to use, then every 14 days with more tips

• On conversion – now that they paid, make sure they’re getting their money’s worth

• Tutorials and blog posts

Scoring and rules• Scores: points for clicks, email opens, form

completion, landing page success.

• Rules can trigger actions by scores: >20, get personal email from a sales person, or switch to a higher intensity drip, etc.

Choose your own adventure

• Best for cold leads with very little info on them

• We want to know geographic location, buyer persona, and marketing stage

• 3-4 choices are best each time

Marketing Automation in sales• Sales Qualified Leads – no longer having to

qualify by a person

• Background information – you can see a person’s click behavior

• Personal sales drips: lost deal, recent new client, etc.

ImplementationHubspot Marketo Pardot

(SalesForce)Act-On(SalesForce)

Eloqua(Oracle)

Marketshare 30% 21% 13% 7% 6%

Pricing $500 per month

$1000 per month

$900-$2000per month

$500 per month

$2000-$3000 per month

Open source: Mautic.org – uses external mail service like SendGrid or Amazon SES.In PHP, fully customizable.Basic features.

GET IN TOUCH!

WESSEL KOOYMANCEO

wessel@colestreet.com

+31 6 32 82 34 06@wesselkooyman

www.colestreet.com

http://www.slideshare.net/WesselKooyman/marketing-automation-for-startups