This document provides steps for taking B2B marketing automation to the next level. It discusses creating a lifecycle engagement plan, integrating content marketing, starting with simple campaigns and multi-step welcome sequences, adding targeting and segmentation, getting frequency right through nurturing, adding lead scoring and grading, and using machine learning and predictive analytics in the future. The overall aim is to provide guidance on advanced uses of marketing automation to engage prospects and customers at different stages of the buyer journey.

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Taking your B2B Marketing
Automation to the next level
Dr Dave Chaffey. SmartInsights.com
10 Steps to get review
Download presentation:
www.slideshare.net/DaveChaffey

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Automation
can
appear
daunting…
Free 100+ page digital marketing tools guide
http://bit.ly/smartdigitaltools

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30 Digital Tools categories #1
Download: http://bit.ly/smartdigitaltools

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About Dave Chaffey
Co-founder and Editor
of SmartInsights.com -
a marketing advice
community with > 1
million uniques/quarter.
Expert members in over
100 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.
Specialist Digital Marketing consultant, trainer and author since ‘97.
Free Basic membership

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Step 1. Review your capabilities
Download benchmark template as a Smart Insights Basic member

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How does your Automation rate?
Smart Insights - CommuniGator
2016-17 Marketing Automation research

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Step 2. Create a lifecycle
engagement plan – Before

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Step 2. Create a lifecycle
engagement plan – After

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Step 3. Integrate with your
content marketing strategy

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Defining content for lead gen
and nurturing

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Hero content prominent on site

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Define your content-led lead gen
and nurture programme
REACH ACT CONVERT ENGAGE
Content
type and
aim
TOFU
Awareness
Engagement
MOFU
Evaluation
Engagement
BOFU
Purchase
Engagement
ROFU
Retention/Advoc
acy
Engagement
B2B
Examples
• Hero lead-gen
for cut-through
Infographics
• 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
personalisatio
n

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Step 4. Smart Small with a
single campaign
SIMPLE Branded WELCOME with OVP

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Next try a MULTISTEP WELCOME
CTR Response example: 0d:13% > +2d:6% > +1w: 8%

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INTEGRATE
WEB ‘SENSE & RESPOND’

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Step 5. Add Targeting
Smart Insights - CommuniGator 2016
Marketing Automation research

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Example : segmented by role
Open rate Clickthrough rate
Before 20.0% 1.9%
After 18.9 – 27.4% 7.5% -
20.6%

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Dynamic content – role specific
Tip: Use tags to trigger insertion as shown

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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
Source: Harriet Mitchell Smart Insights Digital Impact conference
An advanced B2B example

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The RS Newsletter
Hero banner
Customised content: (Customer Profile)
• EDE (Electronic Design Engineers)
• Non-EDE (Electronic Design Engineers)
• Promo Excluded (Key and Corporates)
CLC Module
Customised content: (Customer Lifecycle)
• Nursery
• Development
• Acquisition
BEH Module
Customised 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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Step 6. Get the frequency right
and automate nurture
Source: GetResponse

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How to schedule a nurture like this
Source: GetResponse

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Example nurturing emails that
differentiate and encourage action
Source

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Step 7 Add Lead scoring and grading

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Lead scoring example

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Add lead grading
to lead scoring

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i.e. Adding Profile fit to Interest or Intent
Lead scoring – numeric
Lead grading
(A-D)

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Step 8. The Future: AI, Machine
Learning and predictive analytics

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Machine learning and
predictive analytics example
Analysis of historical
Transactions and
customer profile data
Predictive scoring
of prospects
and customers

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Let’s Connect!
Questions & discussion welcome
https://www.linkedin.com/in/davechaffey