3. @msweezey
5 Myths Debunked
• It’s a big investment
• It’s easy to see results
• Email is email is nurturing
• Nurturing is “one size fits all”
• It’s only for marketing
#marketingmyths
9. @msweezey
Marketing automation
With a lowercase “a” can be anything from integrating your
MailChimp email to your WordPress site, to using a single point
solution just to build your new landing pages. These tools are
usually less than $100 per month.
#marketingmyths
10. @msweezey
Marketing Automation
With a captial “A” refers to a full platform of tools. These solutions
can range from a few hundred per month to many thousands per
month. They are usually the next step, once you have reached a
certain level of sophistication.
#marketingmyths
14. @msweezey
If you do not invest the time
to learn modern marketing
techniques, you will not see
the promised results.
#marketingmyths
15. @msweezey
If you do not put in the work
up front, you will automate
bad marketing.
#marketingmyths
16. @msweezey
Read - Marketing Automation for Dummies
Follow – 25 Marketing Automation thought leaders
Watch – Every video your tool produces on best
practices
#marketingmyths
22. @msweezey
John,
I thought you’d like these 10 tips on
nurturing. It was written by
LenoxSoft, one of our clients.
Best,
Mathew
Subject Line: I thought you’d like
to check this out.
From: Mathew Sweezey
• RICH Text, not HTML
• Only 2 hyperlinks
• No salutation
• No signature box
They choose their own adventure
as to which content we should
send them next.
#marketingmyths
24. @msweezey
John,
I thought you’d like these 10 tips on
nurturing. It was written by Lenoxsoft,
one of our clients.
Also, if you’re looking for some
research reports on marketing
automation, here’s the Gartner Magic
Quadrant.
Best,
Mathew
STAGE 2 CTA
STAGE 3 CTA
#marketingmyths
26. @msweezey
77% of B2B buyers want
content tailored to the stage
they are in.
-Pardot research, 2013
#marketingmyths
27. @msweezey
Daily content consumption. Usually is Learn and
Escape. Happens across all media channels.
How we engage with Research content.
#marketingmyths
29. @msweezey
Help them do their
job better
Personal,
non-branded content.
It is not about you, so
do not talk about you.
Subject line: No/No
Get buy-in from the
team
Branded content is
okay. Social proof is
critical at this stage.
Subject line: No/Yes
Select vendor
It’s not about you, so
talk yourself up. This
is when comparison
charts come in
handy.
Subject line: Yes/Yes
Stage 1 Stage 2 Stage 3
#marketingmyths
31. @msweezey
Daily content consumption. Usually is Learn
and Escape. Happens across all media
channels.
How we engage with Research content.
#marketingmyths
32. @msweezey
Problem/Goal Type of Drip Program
Cold Database 3-2-1
Automate Lead Nurturing Stage-Specific Drip
Event Pre and Post Follow-ups Event-Specific Drip
Cold Marketing Lead Drip 3-2-1
Cold Sales Lead Drip Straight Drip
Competitive Drip Straight Drip
Lost Deal Drip Straight Drip
#marketingmyths
36. @msweezey
Problem/Goal Type of Drip Program
Cold Database 3-2-1
Automate Lead Nurturing Stage-Specific Drip
Event Pre and Post Follow-ups Event-Specific Drip
Cold Marketing Lead Drip 3-2-1
Cold Sales Lead Drip Straight Drip
Competitive Drip Straight Drip
Lost Deal Drip Straight Drip
#marketingmyths
37. @msweezey
Lost DealAfter opportunity field is updated,
contract date is set, campaign is set
to begin 60 days before renewal.
Schedules takes for account owner to
reach back out at the beginning of the
campaign.
#marketingmyths
40. @msweezey
Keep in
TouchSupport ticket closes, automatically
add to two-email drip campaign
asking how it was. 3 days later for
review.
#marketingmyths
Opp field lost, reads contract date, set and adds to nurturing campaign which begins 60-days before renewal; also schedules task for account owner to reach back out at beginning of drip
Opp field lost, reads contract date, set and adds to nurturing campaign which begins 60-days before renewal; also schedules task for account owner to reach back out at beginning of drip
Opp field lost, reads contract date, set and adds to nurturing campaign which begins 60-days before renewal; also schedules task for account owner to reach back out at beginning of drip