marketing automation trends: what we can expect in 2017
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Marketing Automation Trends : What we can expect in 2017
Dr. Dave ChaffeySmartInsights.com
@DaveChaffey
About Dave Chaffey
Co-founder and Editor of SmartInsights.com - a marketing advice community with > 1 million unique visitors each quarter. Expert members in over 80
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.
Digital Marketing consultant, trainer and author since ‘97.
Download our free tools guide for Basic members: http://bit.ly/smartdigitaltools
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Digital Marketing hype cycle 2016-2017
Source: Gartner marketing Hype Cycles
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Lifecycle Marketing Automation Opportunities
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Email automation will still bea vital sales driver in 2017
Plus: Customer Acquisition by email has quadrupled over the last four years
Source: Custora Pulse
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AGENDA - 6 Trends and 9 Techniques to help you step up the automation ladder
Source: Smart Insights – capability review download
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TREND 1:Adoption of integrated Marketing Automation
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How advanced is your automation?
Source : Smart Insights 2016 B2B Marketing Automation research
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How do you measure your email effectiveness?
Source: DMA annual benchmark report – published in 2016
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Technique 1:Assess and grow activity and value via analytics
These “hurdle rates” are for whole list. Repeat: By segment, i.e. demographics By product categories purchased
Measure Period Number of Subscribers
% of list total
Never Open All time 48,000 16.0%Last 6 Months 168,000 56.0%
Never Click All time 96,000 32.0%Last 6 Months 144,000 48.0%
Never Bought All time 48,000 16.0%Last 6 Months 192,000 64.0%
Never Bought Online
All time 96,000 32.0%Last 6 Months 216,000 72.0%
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Review email activities cross-lifecycle
Source : Kath Pay, Consultant: Holistic Email Marketing
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Technique 2: Simple Welcome with OVP
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Technique 3: Multistep Welcome
CTR Response example: 0d:13% > +2d:6% > +1w: 8%
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TREND 2: Integration of Content Marketing into
Lifecycle Automation
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The challenge in 2017 won’t be lack of engaging content – It’s surfacing it through the customer journey
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Where is your content marketing strongest and weakest?REACH ACT CONVERT ENGAGE
Content type and aim
TOFUAwareness Engagement
MOFUEvaluationEngagement
BOFUPurchaseEngagement
ROFURetention/AdvocacyEngagement
B2B Examples
• Hero lead-gen for cut-through Infographics
• 10X content• 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
@DaveChaffeySource: Scott Brinker, The 4th Wave of Content Marketing
Interactive content marketing examples
Technique 4: Interactive content
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TREND 3: Personalisation
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How relevant are your emails?
Smart Insights 2016 B2B Marketing Automation research
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Technique 5:Dynamic content Role-specific example
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Technique 6: Device-specific creative based on user context
Source – Chris Pook of Marie Curie
Des
ktop
Em
ail M
obile Em
ail
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Optimising testing for email and SMS
Group A – standard online donation (Existing method)
Group B – non ‘adaptable’ online and SMS donation (Static messaging where both options appeared on both mobile or desktop)
Group C – adaptable online donation or SMS donation messaging (Message changed by device type opened on)
Source – Chris Pook of Marie Curie
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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
Content insertion Automation exampleMonthly Planning Framework
Source: Harriet Mitchell Smart Insights Digital Impact conference
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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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TREND 4: Targeting based on intent (Predictive analytics)
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Technique 7: Lead scoring
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MA AI - From rules-based lead scoring to predictive lead scoring
Doesn’t require lead scoring rules based on interactions Automatically identifies propensity to convert and value Based on a training data set of historic interaction and sales
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Technique 8: Integrate Web ‘sense & respond’
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Email 1: 45% Open 8.4% CTR
Email 2: 38% Open 3.5% CTR
Intent follow-up – click on Category
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TREND 8: Account Based Marketing (ABM)
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What is Account-based marketing?Does your business practice it?
ITSMA defines ABM as “more than a sales or marketing approach; it is a collaborative strategy that engages sales, marketing, subject matter experts and delivery professionals, as well as key executives in the chosen client account to determine where and how to best meet the client’s unique business challenges. With deep insight into the client’s business and key goals, this collaborative team creates a well-orchestrated marketing and sales campaign for a single account.”
SiriusDecisions defines ABM as “the strategic approach marketers use to support a defined universe of accounts, including strategic accounts and named accounts.”
Source : LinkedIn Account-based marketing guide
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How can digital media and tech help with ABM?
According to IDC, the average B2B deal today involves more than eight decision makers, a43 percent increase from three years ago.
Our own research at LinkedIn shows that anywhere from 3.1 to 4.6 additional departments- such as information technology or finance or human resources- influence a B2B buying decision.
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Technique 9: Some specific digital ABM techniques
Reach “Lookalike targeting” (Google Customer Match, Facebook Custom and
Lookalike Audiences, LinkedIn Company/Account Targeting ) Act:
#11 Content structured around Personas for lead-gen Lookalike targeting inc LinkedIn Company/Account Targeting
Convert Email nurture to encourage content sharing to DMU – ideally customised by
sales or offering webinars for accounts Content recommendation personalisation – by business? Remarketing and Lookalike targeting inc LinkedIn Company Targeting
Engage Lookalike targeting Remarketing and Lookalike targeting inc LinkedIn Company Targeting
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An example of innovative design and engagement techniques
Source : Intercom Acquire
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Programmatic ABM from LinkedIn
Source : LinkedIn Account-based Marketing Guide
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Questions & discussion welcome!
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