Transcript ELC 5

Essential Learning Components
• ELC 1:.…………………………………………………………..Page 3-4
– What is Marketing Automation?: Understand the role
Marketing Automation plays in today’s digital world and
discover how to incorporate it into your digital marketing
strategy.
• ELC 2:.…………………………………………………………..Page 4-6
– Defining Your Buyer Personas & Buying Process: Identify
your main buyer personas and how they interact with your
business’s standard buying process.
• ELC 3:.…………………………………………………………..Page 7-9
– Attract: Properly utilize your digital content to engage with
your leads in numerous target markets. Become a trusted
advisor by educating before selling and create awareness
across multiple channels.
Essential Learning Components (cont.)
• ELC 4:..……………………………………………………..Page 10-12
– Capture: No campaign is complete without a call to action.
How are you capturing and tracking information? Are you
using the right number of fields in your forms? What about
progressive profiling? Are all your website forms synced
with your Marketing Automation platform?
• ELC 5:……………………………………………………….Page 13-17
– Nurture: Learn how to set up behavior-based nurture
campaigns for leads at the top, middle, and bottom of your
marketing funnel. Utilize effective lead scoring tied to a
structured lead lifecycle program and automate your
nurturing process.
Essential Learning Components (cont.)
• ELC 6:……..………………………………………………..Page 18-19
– Convert: Marketing Automation will bridge the gap
between sales and marketing by providing tools to identify
specific lead activity and engagement. Coupled with real
time sales alerts and triggered messages, your sales team
will have access to key information to help expedite the
sales process.
• ELC 7:………..……………………………………………..Page 19-21
– Expand: With advanced experience in Marketing
Automation, you can expand your marketing outreach
effectively throughout the customer lifecycle and turn
them into lifelong advocates.
ELC 1: What is Marketing Automation?
Implementation
& Execution
Content
Creation
Marketing
Strategy
&
Development
Understand the role
Marketing Automation plays
in today’s digital world and
discover how to incorporate it
into your digital marketing
strategy.
ELC 1: What is Marketing Automation?
Marketing Automation Lifecycle Strategy
Content Marketing
SEO/SEM
Social Media
Email, Forms, & Landing Pages
Website Prospector
Events & Webinars
Loyalty Programs
Customer Intelligence
Reengagement Campaigns
Nurture Programs
Lead Scoring
Dynamic Segmentation
Sales Acceleration
Contextual Intelligence
Engagement Optimization
ELC 1: What is Marketing Automation?
ATTRACT
CAPTURE
• Establish your online
presence & generate
more interest
• Ensure the right content is
available in multiple formats
• Use of forms in multiple channels
like website & registration forms
• Obtain consent to market
• Begin to build personalized
profiles
CONVERT
• Sales engagement &
feature set for sales users
• Real time sales alerts & reporting
on buyer stages
NURTURE
• Automation of
marketing efforts
• Lead nurturing through
segmentation & drip programs,
based on lead score
EXPAND
• Turn customers into
lifelong advocates
• Post-sales/customer
marketing efforts
ELC 2: Defining Your Buyer Personas
& Buying Process
Identify your main buyer personas and how they interact with
your business’s standard buying process.
ELC 2: Defining Your Buyer Personas
& Buying Process
• Understand your buyer’s
background including:
– Challenges
– Key objectives
– Preferred marketing
channels
– Demographics
– Role
– Wants/needs
• Address general targets &
more focused, specialized
ones
 What type of person do
you sell to the most?
 What are the noticeable
differences between new
customers and existing
ones?
 What are your customer’s
main pain points?
 How can you empathize
with your buyers?
 Who should you focus on
first?
ELC 2: Defining Your Buyer Personas
& Buying Process
Start with one or two personas and develop more over time—
don’t feel like you need to do everything at once!
Persona 1
Buyer Background
Daily Activity/Roles
Goals/Objectives
Motivations
Pain
Points/Challenges
Buying Concerns
Compelling Events
Industry
News/Preferences
Persona 2
Persona 3
ELC 2: Defining Your Buyer Personas
& Buying Process
• Define your Buyer’s
Journey/Buying Process
What information does
your customer need to
make a decision to buy
– Place yourself in your
customer’s shoes
from you?
– Understand your internal Where do they look for
sales process, but
this information?
recognize this process is
How can you help your
about your prospects,
not your sales team
prospects move from
one step to another?
ELC 2: Defining Your Buyer Personas
& Buying Process
Each Buyer Persona goes through a version of the
Buyer’s Journey
Awareness
Interest
Consideration
Decision
Customers are 65-90%
through Buying Process
before contacting sales
How are you addressing each person in each step?
…With content!
ELC 3: Attract
• Properly utilize your digital content to engage with your leads
in numerous target markets. Become a trusted advisor by
educating before selling and create awareness across multiple
channels.
ATTRACT
 Establish your online presence
& generate more interest
 Ensure the right content is available
in multiple formats
ELC 3: Attract
Examine your marketing materials – and be critical
Where are your strengths?
Where are your gaps?
How are you addressing multiple Buyer Personas at
different stages in the Buyer’s Journey?
ELC 3: Attract
• Attract new customers
• Provide education
• Rule of Four
– Each piece of premium
content should be deployed
in four different formats
Email templates, graphic
design, copywriting, calls-toaction, landing pages,
downloadable media
ELC 3: Attract
Differing content for each Buyer Persona in each stage
Awareness
Interest
Consideration
Easy-to-digest content
• Present helpful solution
• Address pain point
More focused content
• Present products/services
• Provide clear CTA
Highly targeted content
• Encourage decision-making
• Position company as viable
solution
ELC 3: Attract
How will you make your content usable?
How can your leads consume information?
ELC 3: Attract
Is your content
What kind of content
relevant?
are you using?
Is your content
Are there other
marketable?
mediums you can use to
deploy your content?
Does your content
address the steps within On what channels are
your Buyer’s Journey?
you distributing your
content?
Is your content
demographic-specific?
ELC 4: Capture
• No campaign is complete without a call to action. How are
you capturing and tracking information? Are you using the
right number of fields in your forms? What about progressive
profiling? Are all your website forms synced with your
Marketing Automation platform?
CAPTURE
 Use of forms in multiple channels
like website & registration forms
 Obtain consent to market
 Begin to build personalized profiles
ELC 4: Capture
• Website visitor
tracking/beacon code
– Places a cookie on the
device
– Tracks individual
engagement history
across time
– Convert unknown
visitors  known leads
ELC 4: Capture
• Focus on capturing lead
information though:
– Website forms
– Landing page forms
– Email click-throughs
• Uncover new leads,
enhance the profile of
existing ones
By capturing
information
strategically, we can
appropriately nurture
ELC 4: Capture
• Numerous ways to capture
information
• Be mindful of your fields
• Be aware of quantity
and quality of fields
• Gated Content
• Progressive profiling
• Enhance your marketing
lists strategically
ELC 4: Capture
• Website popups
– Convert
unknown
visitors 
known leads
– Quick, easy,
simple
• Can be used for
progressive
profiling
ELC 4: Capture
Never stop collecting information &
building out additional nurture campaigns
Is there a call-to-action
above the fold at all
times, on all pages of
your website?
Is it easy for someone
to request more
information with one
click?
Are you collecting the
right kind of
information?
Are you updating CRM
with new information to
develop more complete
profiles?
ELC 5: Nurture
• Learn how to set up behavior-based nurture campaigns for
leads at the top, middle, and bottom of your marketing
funnel. Utilize effective lead scoring tied to a structured lead
lifecycle program and automate your nurturing process.
NURTURE
 Automation of marketing efforts
 Lead nurturing through segmentation
& drip programs, based on lead score
ELC 5: Nurture
Ongoing automated lead
nurturing programs
•
•
•
Awareness
Interest
Consideration
Top of Funnel
Middle of Funnel
Bottom of Funnel
• Based on lead score
Send the right content to
the right people at the
right time
ELC 5: Nurture
Provide helpful information and
begin tracking website engagement
while converting into a known
lead
Educate through the use of
engaging content and start to
collect more focused key
information about leads
Present solid evidence that your
business is the best choice for
prospects and prepare to engage
with sales
Lead
Identified
Top of
Funnel
Middle of
Funnel
Bottom of
Funnel
MQL Alert
to Sales
Sales
Engagement
Close or
Return to
Mktg
ELC 5: Nurture
Target lead score: 40
Action
Score
Philosophy
Sent message
0
Only assign value to legitimate indicators of sales-readiness
Opened message
1
Initial interest, but does not really indicate buying intent
Clicked in message
5
Any click shows engagement, but not enough to warrant sales-readiness
Viewed form
5
Positive engagement is shown, but no submission means hesitance
Submitted form
10
Any form submission/information exchange means they’re interested
Downloaded media
5-20
They’ve come in contact with content you’ve created and are consuming it—strong indication
of buying interest
Visited landing page
10
Typically more heavily weighed than a website page visit, because of its inherent specificity
for a product/service
Visited web page
8
Basic website traffic indicator. How many pages does a prospect need to interact with before
you want sales to engage with them? (Divide into 40)
Registered for webinar
5
Indication of interest with your brand, as well as specific products/services
Attended webinar
35
If they registered and attended, it’s safe to assume they’re sales-ready and your team should
be notified immediately
Visited pricing page
40
If a prospect is looking at prices, they’re ready to buy from someone. Notify your sales team
ASAP to make sure they buy from you!
Submitted “Contact Us”
form
40
Forms requesting a call back should qualify prospects as immediately sales-ready
ELC 5: Nurture
Different drop-off
points showcase
differing levels of
engagement/sales
readiness
Marketing Funnel Stage
Lead Score
Top of Funnel
0 – 10
Middle of Funnel
11 – 29
Bottom of Funnel
30 – 39
Marketing Qualified Leads /
Sales Ready
40-60
Hot Leads for Sales
60+
NonMQL
Sent an
Email
Opened an
email
Clicked on
the email
Visited a
landing
page
Presented a
signup form
Abandoned
Research
Lead
Score
0
0+1 = 1
1+5 =6
6+10 = 16
16+5 = 21
Final Score
= 21
MQL
Sent an
Email
Opened an
email
Clicked on
the email
Visited a
landing
page
Presented a
signup form
Submitted
the form
Returned to
Home Page
Goes to
Contact us
page
Lead
Score
0
0+1 = 1
1+5 =6
6+10 = 16
16+5 = 21
21+10 = 31
31+8 = 39
39+8= 47
Stopped
Research
Final Score
= 47
ELC 5: Nurture
Segment your leads based on lead score
Higher engagement = higher score = more focused content
Top of Funnel
Middle of Funnel
Bottom of Funnel
(ToF)
(MoF)
(BoF)
• Lead score: 0-10
• Low engagement
• Needs easy-to-digest
content
• Awareness Campaign
• Present helpful
solutions
• Address pain points
• No information
exchange
• Lead score: 11-29
• Medium engagement
• Wants more focused
content
• Interest Campaign
• Present products and
services
• Provide clear CTA
• Limited information
exchange
• Lead score: 30-39
• High engagement
• Requires highly targeted
content
• Consideration Campaign
• Position company as
viable solution
• Offer case studies,
reviews, success stories
• Can come from sales
team
ELC 5: Nurture
Recommended format/content for lead nurture program
Include more (and more varied) content
Top of Funnel /
Awareness Camp.
• Lead score: 0-10
• Low engagement
• No information exchange
required
• Content:
• 2 email templates
• 6 email sends
• 2 landing pages
Middle of Funnel /
Interest Camp.
• Lead score: 11-29
• Medium engagement
• Limited information
capture
• Content:
• 3 email templates
• 5 email sends
• 3 downloadable media
• 2 landing pages
Bottom of Funnel /
Consideration Camp.
• Lead score: 30-39
• High engagement
• Direct call to action
• Content:
• 1 email template
• 4 email sends
• 3 case studies/success
stories
• 1 landing page
ELC 5: Nurture
Top of Funnel
Middle of Funnel
Bottom of Funnel
Think through the following:
• Goal
• Strategy
• Approach
ELC 5: Nurture
ELC 5: Nurture
What is your goal,
objective, and strategy
for each email? For
each funnel stage?
How are you
strategically providing
content to aid in
decision making?
Are your programs
ongoing so you can
drop new leads in at
any time?
Are you creating
behavior-based nurture
campaigns based on
website interaction?
What are the qualifying
actions that remove
leads from nurture
programs and into the
next stage or prompt a
handoff to sales?
ELC 6: Convert
• Marketing Automation will bridge the gap between sales and
marketing by providing tools to identify specific lead activity
and engagement. Coupled with real time sales alerts and
triggered messages, your sales team will have access to key
information to help expedite the sales process.
CONVERT
 Sales engagement & feature set
for sales users
 Real time sales alerts & reporting
on buyer stages
ELC 6: Convert
• Strategic, real-time
sales alerts to sales
team
• Know when a lead is
ready to hear from
someone, regardless of
what nurturing step
they’re in
Convert from a lead 
opportunity  sale
ELC 6: Convert
Bridge the gap between sales and marketing
Meet with sales leadership and work to achieve
mutual understanding:
 When is the appropriate
time to send an alert?
 When do you need to get
involved with leads? With
contacts?
 What does sales need to
know about a prospect
before jumping on a call?
 What fields in CRM are
updated?
 Do any field updates
affect current/future
campaign flows?
 What additional
information is needed to
help close sales?
ELC 7: Expand
• With advanced experience in Marketing Automation, you can
expand your marketing outreach effectively throughout the
customer lifecycle and turn them into lifelong advocates.
EXPAND
 Turn customers into
lifelong advocates
 Post-sales/customer
marketing efforts
ELC 7: Expand
Existing customers 
lifelong advocates
• Referrals
• Upsell / cross-selling
• New product nurture
campaigns
• Seasonal / promotional
campaigns
• Reengagement campaigns
ELC 7: Expand
Which campaigns did well? Why?
Make changes to graphics,
copy, landing pages, send
date, campaign flow, etc.
Based on analytic findings
Review
analytics
Which campaigns need some
work? How can I transfer effective
tactics to this campaign in the
future?
Revisions /
New Content
Create content for new
campaigns
Next logical
step
Implement your new campaign on
a different product/service;
Implement your revised campaign
Don’t let your marketing get stale
Restart the process!
Review
analytics…
ELC 7: Expand
How are you analyzing/
interpreting your data?
How frequently are you
reviewing analytics?
How do you measure
the success of a
campaign?
How can you apply
successful concepts to
new campaigns?
Have you marketed to
all your demographics?
Are there new products
or services to focus on?
Have you built a
customer retention/
reengagement
program?