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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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