Presentation by Dave Chaffey at B2B Expo - March 2018

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Transforming Multichannel Marketing
5 mistakes + 5 automation techniques
Dr Dave Chaffey, co-founder and
Content Director, Smart Insights
ExCeL London, March 21st and 22nd 2018
Download : www.slideshare.net/smart-insights

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Is your ‘always-on’ lifecycle marketing effective and efficient?

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Customer lifecycle touchpoint review –
filling gaps and optimisation needed!

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Co-founder and Editor of
SmartInsights.com - a marketing
advice community with > 1/2
million uniques/quarter.
Premium 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.
Digital Marketing strategist, consultant, trainer and author since ‘97
Free Basic
membership
About Dave Chaffey

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Does your organisation have a defined digital
marketing strategy or plan?
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3 X Planning frameworks
Framework When to use it Where it’s from
1. SOSTAC®
A planning and operations process
Situation Analysis > Objective setting
Strategy > Tactics > Action > Control
• Annual Business or Marketing Plan
• Digital Marketing Plan
• Action plan for improving ANY
process or activity
• Your summary on Friday?
• PR Smith
(www.prsmith.org)
• Emarketing Excellence
• SmartInsights.com
2. RACE Planning Framework
The customer lifecycle / Marketing
Funnel. Overall Plan, then:
Reach > Act > Convert > Engage
• Improving Digital Marketing tactics
• Auditing digital capabilities to
improve
• Evaluating performance using KPIs
• Integrated with a SOSTAC® review
• SmartInsights.com
• 5 X 5 = 25 breakdown
3. Campaign planning brief
Insight > Goals > Target audience >
Message/offer > Media Strategy and
Schedule, Media Buying >
Implementation
• Creating a campaign plan you’re
responsible for
• Briefing an agency
• Integrated with RACE Planning
• Running Effective
Campaigns workshops
• SmartInsights.com
Campaign planning
guide and template
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Planning
framework :
PR Smith’s
SOSTAC®
More info: http://www.prsmith.org

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25 key RACE customer lifecycle activities for B2B
PLAN REACH ACT CONVERT ENGAGE
1.1 Situation
review
2.1 Media
effectiveness
review
3.1 Customer
journey
effectiveness
4.1 Retargeting 5.1 Customer
onboarding
1.2 Set vision and
objectives
2.2 Search
marketing
3.2 Data profiling 4.2 Personalization 5.2 Customer
experience
1.3 Strategy 2.3 Owned media 3.3 Content
marketing
4.3 Mobile
experience
5.3 Customer
service
1.4 Segmentation
**
2.4 Paid media 3.4 Landing pages 4.4 Multichannel
selling
5.4 Email
marketing
1.5 Proposition 2.5 Acquisition
plan
3.5 Content
strategy and
campaign plan
4.5 CRO 5. Social media
marketing

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Example personas for B2B marketing
automation software
Mistake 1. B2B Personas

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Mapping personas to lifecycle
Source: HubSpot Persona content mapping template download

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Title
Details need for an effective
persona:
• A. Characteristics
• B. Motivations and
Buyer behaviour
• C. Customer journey/
content mapping

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Mistake 2. B2B Tracking and goal-setting
You need:
• Google Analytics
• Goals set for all
outcomes
• Goal value estimated
for each
• Call-tracking solution
integrated to AdWords

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Mistake 3. Not defining OVPs?
Audience use of
website > Personas
Commercial goals >
Customer
engagement
> OVP
Branded
Content Marketing
Strategy
Integrated
Marketing
Communications
Strategy
Integrated
Digital platform
tactics and tools
OVP = Online Value Proposition
= Brand Adding Value to Audiences
 Help me Buy!
 Help me Use products
 Help me do my job / live my life
 Help me develop / learn
 Make me look good (to colleagues or family)
 Entertain Me!
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Consumer OVP examples

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Our experience = CRO works!
Test example from Convert.com
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AB Test - Lead capture on landing pages
http://www.smartinsights.com/blog/web-design/perfect-landing-page

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Mistake 4. Not
defining
ToFu
MoFu
BoFu
RoFu

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Mistake 5. Not
making full use
of
Marketing
Automation

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Automation 1 Welcome Sequence

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Automation 2. Targeted welcome sequence
Open rate Clickthrough rate
Before 20.0% 1.9%
After 18.9 – 27.4% 7.5% -
20.6%

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Automation 3. Lead scoring and grading

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Lead scoring example

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Automation 4. Next-best content
with Brightinfo, Evergage and Google

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B2B: Next Best Content example
Melinda Cormier, Sr. Director of Digital
Marketing & Brand Strategy, and the
Nuxeo team used and continues to use
Evergage to regularly test an algorithmic
recipe that recommends additional blog
posts, personalized at the one-to-one
level for each blog reader.
As a result, the team saw a 34%
lift in blog engagement (measured as
views of 2+ blog posts) and a 2.4%
decrease in bounce rate.

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Automation 5. Use a layered targeting
email system with dynamic content
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

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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
Product modules can vary in number and format.
Maximum of 8 modules per email.
Product Modules

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Have you reviewed your capability gap?
Free benchmark templates: smartinsights.com/guides/digital-marketing-benchmarking-templates

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Let’s Connect – Questions and discussion welcome!
https://www.linkedin.com/in/davechaffey
Download : www.slideshare.net/smart-insights