Making Your Funnel Work

E-mail marketing & Leadnurturing

 E-mail marketing &
Leadnurturing

E-mail marketing & Leadnurturing

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 E-MAIL MARKETING LEAD NURTURING
▪ Metrics ▪ PAIN + FIT
▪ List building ▪ BANT (old school)
▪ Tools ▪ Priority
▪ Sender reputation ▪ Critical events
▪ Text or HTML ▪ Types of content
▪ DKIM etc
▪ Increase deliverrate
▪ Increase openrate
▪ Increase clickrate
▪ Personalization
▪ Marketing Automation for SMB
▪ Features

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 E-MAIL MARKETING STATS
▪ Mobile opens account for 46 percent of all email opens
▪ 35% of business professionals check email on a mobile device
▪ 73% of millennials prefer communications from businesses to come via email
▪ Marketers who use segmented campaigns note as much as a 760% increase in revenue
▪ 35% of marketers send their customers 3-5 emails per week
▪ 78% of marketers have seen an increase in email engagement over the last 12 months
▪ 80% of business professionals believe that email marketing increases customer retention
▪ 59% of respondents say marketing emails influence their purchase decisions
▪ 81% of B2B marketers say their most used form of content marketing is email newsletters
▪ 87% of B2B marketers say email is one of their top free organic distribution channels
▪ 90% of content marketers say email engagement is the top metric they track to measure
content performance

Source: Hubspot 2020

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 E-MAIL METRICS
This are not leadnurturing metrics
▪ Deliverrate / bouncerate (hard bounce vs soft bounce)
▪ Openrate
▪ Clickrate
▪ Conversionrate
▪ Unsubscribes
▪ List growth (gross / net)
▪ Spam complaints
▪ Conversion rates / Content consumption metrics

E-mail marketing & Leadnurturing

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 SENDER REPUTATION
Increase reputation
▪ SPF (Sender Policy Framework) in place
▪ Use double opt-in (but lowers conversion rates)
▪ Clean/purge your list
▪ Send regular e-mails / newsletters

Checklist blacklisting
▪ https://mxtoolbox.com/blacklists.aspx

Check reputation
▪ https://www.senderscore.org/
▪ https://www.gmail.com/postmaster/
▪ https://www.trustedsource.org/
▪ https://sendersupport.olc.protection.outlook.com/snds/
▪ https://www.barracudacentral.org/lookups

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 PREVENT SPAM FOLDER / GMAIL PRIMARY TAB
▪ Ask news subscribers to add your e-mailadress to their address book
▪ Use a normal emailadres (news@, info@, name@)
▪ Don’t use SPAM words (free, Re:, Fwd:,)
▪ Chose a reliable / good reputation ESP (E-mail Service Provider)
▪ Link to trustworthy domains
▪ Balance the image-to-text ratio
▪ DON’T buy lists

Gmail primary tab

▪ advise people to check their promotions tab and spam folder
▪ send your emails individually (or in very small batches)

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 PERSONALIZATION
▪ It’s more then “Dear {FIRSTNAME],” or similar mailmerge fields
▪ Show/offer content based on surf behaviour or other triggers like buying behaviour
▪ Send e-mail based on segmentations
▪ Show website pop-ups with specific messages
▪ Dynamic content on landingpage
▪ Retargeting lists

Segmentation examples
▪ Gender
▪ Interest
▪ B2B profile settings

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 FUNCTIONALITIES TO CONSIDER CHOSING MA PLATFORM
▪ Chatbot
▪ Livechat
▪ Forms
▪ Landingpages
▪ Pop-up messages
▪ Social advertising
▪ SMS
▪ E-mail
▪ CRM
▪ Lead scoring
▪ Sales Management (DealFlow / DealStage)
▪ Site- and Event tracking
▪ Automation possibilities
▪ Editor
▪ Sender reputation
▪ Integrations (native and/or w Zapier)

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 MARKETING AUTOMATION APPS FOR SMB
▪ ActiveCampaign
▪ AutoPilotHQ
▪ Klaviyo
▪ Drip
▪ Hubspot
▪ MailChimp
▪ Keap(Infusionsoft)

For native apps

✓ Inapp messaging
✓ Push messages

▪ OneSignal
▪ Clevertap

▪ Gmass.co (Gmail mailmerge and more)

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 EXAMPLE LEADNURTURING FLOW
https://medium.com/the-marketing-playbook/how-to-design-lead-
nurturing-lead-scoring-and-drip-email-campaigns-9961024f6605

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 LEADSCORING (sheet from 5a)
Why leadscoring?
▪ Identify at which stage each contact or deal is
▪ Identify high value prospects

How does it work?

▪ Reverse engineer from past conversions their interactions with your channels and content
▪ If you don’t have enough conversions: make assumption (for now, check them regularly)

Best practices
▪ Different models for different services / products
▪ Use negative scoring and score degradation
▪ Set-up alerts when prospects getting certain scores/points

Requirements
▪ Set-up analytics and tracking
▪ Integration with CRM

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 LEAD MANAGEMENT
→ Points for every datapoint

Demographic information
▪ Location, company size, etc

Lead source information

▪ Ad source, Campaign, Offer, etc

Behavioral information (content consumption)

▪ Web page visits, downloads, e-mail opens

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 Example leadscoring and nurturing lifecycle (18 months)
EXAMPLE Contentcategory
Productpages
Item/page
features
Points
5 5 5
pricing 10 10
integrations 5 5
news 5
Live demo 1-to-1 50 50
Teammember 70 70
IRL Events Summit A 30 30
Conference B 30
Live webinars Best practices 20 20 https://e-commercemanagers.com
Implementation 20 20
Telling your team 25 25
Video How to one 15
How to two 15 15
How to three 15
Download (reg wall) Top 10 benefits 10 10
What to look for 10
Trends 2020 10 10
Gartner report 10 10
Newsletter Per open 5 5 5 5 5 5 5 5 5 5 5 5
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18
Source Points that months 10 25 5 25 0 5 25 0 5 35 5 5 50 25 10 100 5 5
Organic search Points accumulated 10 35 40 65 65 70 95 95 100 135 140 145 195 220 230 330 335 340
E-mail flows
On site pop-up
Retargeting campaign
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 SDR ready
→ Enough leadscoring points

PAIN / FIT
PAIN
▪ Are you the solution to the prospects problem?
▪ How big is the pain relative to other problems? Is there urgency?
▪ Can you create urgency? Calculate opportunity cost? Lost income? Saved costs?

FIT
▪ Can they afford us? Is budget available?
▪ Can they implement us? Technical and organization strains
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 ▪ BANT
PAIN +
B.A.N.T. (Budget Authority Need Timeline) ▪
▪ Types
Budget
▪ Whose budget is this coming out of?
▪ How much would it cost to build the system by yourself?
▪ How much would it cost if you haven’t fixed this issue in five years?
▪ How heavily will price factor into the decision?
▪ Have you identified a budget range for this purchase?
▪ What’s the ROI you’re hoping to see?
▪ What do you currently spend now on this problem or need?
Don’t fire these questions like an interrogation ~ but subtile as in a real conversation

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 ▪ BANT
PAIN +
B.A.N.T. (Budget Authority Need Timeline) ▪
▪ Types
Authority
▪ Who will be using the product?
▪ What was the last time you bought a similar product?
▪ Will anyone else be involved in this decision?
▪ This is normally the stage where my customer brings in [the CFO, their manager]
to [discuss X, get their view on Y]. Do you want to invite [Z person/people] to our
next meeting?

Don’t fire these questions like an interrogation ~ but subtile as in a real conversation

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 ▪ BANT
PAIN +
B.A.N.T. (Budget Authority Need Timeline) ▪
▪ Types
Need
▪ When did you identify [problem, opportunity]?
▪ What steps have you already taken to address it?
▪ What happens if you don’t address this?
▪ How important is addressing this to your personal/company goals at [company]?
▪ What are your top priorities at the moment? Where does this fit on that list?

Don’t fire these questions like an interrogation ~ but subtile as in a real conversation

E-mail marketing & Leadnurturing

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 ▪ BANT
PAIN +
B.A.N.T. (Budget Authority Need Timeline) ▪
▪ Types
Timeline
▪ Are there any upcoming events/deadlines that you’d like to have a solution in
place by?
▪ Are you planning any [insert relevant project here, i.e. lead generation campaign,
major hiring spree, program overhauls, etc.)?
▪ What’s your [mention relevant] goal for [next quarter, half of the year]? Will you
be able to meet that goal without some sort of change?
▪ Working backward from the date you gave me, we’d need to finalize our
agreement by [earlier date]. Is that sound doable?
Don’t fire these questions like an interrogation ~ but subtile as in a real conversation

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 CHECK/SCAN for Critical Events (Massive Buyer Signal)
Critical Events
Are events when they happen or don’t happen they have critical
consequences/impact for your content or his/her organization.

For example: “… we need this implemented before October so we can utilize the solution
for Black Friday…”
▪ What will it do for your organization and yourself, personally?
▪ What if it’s not in place

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 THE END
▪ Next session about:
▪ 6B: Conversion & onboarding

▪ Tomorrow content will be uploaded and send to you by e-mail

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