Email Marketing: Using the Lost Art of Persuasion To Influence Buyers in 2014
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Persuasion is critical to any marketing strategy, but research indicates that marketers often neglect this seemingly lost art. Register for this cutting edge webcast to rediscover this art and equip your email marketing efforts with the power of words. You will learn how understanding that language is central to your buyers' needs, optimizing the power of hyper-personalization in your emails, and taking advantage of the best strategies for lead scoring can help you attain maximum results from your email marketing programs. As you plan for 2014, you cannot afford to miss this! Join email marketing experts, Jon Miller and Kraig Kleeman, to discover: -Hermeneutics and Syntactical Linguistics: Applying the science of language to achieve persuasion -The latest secrets in subject lines -Best practices for scoring and identifying top leads -How to employ these tactics to generate net-new opportunities
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Email Marketing: Using the Lost Art of Persuasion To Influence Buyers in 2014
- 1. Email Marketing: Using the Lost Art of Persuasion to Influence Buyers in 2014 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 2. Your Speakers Jon Miller VP and Co-Founder @jonmiller © 2013 Marketo, Inc. Marketo Proprietary and Confidential Kraig Kleeman Author, Speaker, Global Sales Strategist @Kraig_Kleeman
- 3. Today’s Topics • Best practices for scoring and identifying top leads • Hermeneutics and Syntactical Linguistics (applying the science of language to achieve persuasion) • The latest secrets in subject lines • How to employ these tactics to generate net-new opportunities Page 3 © 2013 Marketo, Inc. @jonmiller
- 4. Hi, I’m Jon Miller VP Marketing and Co-Founder 1. 2. 3. 4. My first child was born the same month that we incorporated Marketo Born in Ethiopia Studied Physics at Harvard, captain of highschool debate team and newspaper staff I have a top secret “Q” clearance from DOE @jonmiller Page 5 © 2013 Marketo, Inc. @jonmiller
- 5. Page 6 Source: Adbusters, © 2013 Marketo, Inc. 2011 @jonmiller
- 6. Page 7 © 2013 Marketo, Inc. @jonmiller
- 7. Page 8 © 2013 Marketo, Inc. @jonmiller
- 8. When it comes to email marketing, nobody wants to get blasted @jonmiller Page 9 © 2013 Marketo, Inc. @jonmiller
- 9. More Targeted Sends are More Engaging 400 Engagement Score 350 300 250 200 150 100 50 0 100 1000 10000 Email Delivered Page 10 © 2013 Marketo, Inc. @jonmiller 100000
- 10. Page 11 © 2013 Marketo, Inc. @jonmiller
- 11. Use Lead Scoring to Focus Efforts Nurture Promotional Offer Fit Page 12 © 2013 Marketo, Inc. Pass to Sales Interest @jonmiller Nurture Disqualify Buying Intent
- 12. Demographic “Fit” Score Positive Demographic Score • e.g., Marketing Manager title, known CRM customer, known competitive solution customer Negative Demographic Score • e.g., Generic email address, illegitimate phone number, non-existent company (unemployed, self, looking) Data Augmentation, Not Forms Page 13 © 2013 Marketo, Inc. @jonmiller
- 13. Latent Behaviors (Engagement) • • • • • Click email: +1 Visit webpage / blog: +1 Early stage content +3 Attend webinar: +5 Decay inactivity: -1, -5, -10 Active Behaviors (Buying Intent) • • • • • Free trial or Contact request: +15 Pricing pages: +10 Demos: +10 Late-stage content +12 Searches for branded keyword “Marketo” +8 Get the “Definitive Guide to Lead Scoring” marketo.com/DG2LS Page 14 © 2013 Marketo, Inc. @jonmiller
- 14. Fit One Way to Identify Marketing Qualified Leads A B C D Lead Lead Lead Lead Lead 4 Page 15 © 2013 Marketo, Inc. Lead 3 2 Behaviors @jonmiller 1
- 15. Anton Chekhov Chekhov’s Writing Examples The Orator Misery A Transgression Oh! Public “Three Sisters” S © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 16. Agenda Hermeneutics Primer / Historicity The Power of Words 6 Principles for Email Hermeneutics 7 Examples of of the Principles in Action Final Words S © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 17. Definition of Hermeneutics • The study of the methodological principles of interpretation • The theory and methodology of interpretation, especially as it relates to text • The branch of knowledge that deals with interpretation, especially of literary texts
- 18. HISTORICITY OF HERMENEUTICS A. FOLK ETYMOLYGY B. STOICS C. ARISTOTLE & SOCRATES D. HEBRAIC LITERATURE E. MODERN PERIOD
- 19. 6 Principles for Email Hermeneutics 1. TESTED, VETTED SUBJECT LINES 2. POWER RESPONDS TO POWER 3. Lower Case / Date / Please Advise / Your Thoughts? / Lost Interest? / Are You Okay? Titles Matter DEADLINES REALLY WORK Liberally / Frequently / Rationally
- 20. 6 Principles for Email Hermeneutics (Continued) 4. RADICAL WORD COUNT REDUCTION 5. DRAW SWIFT PURCHASE CONCLUSIONS 6. THE POWER OF ASKING FOR A DATE / TIME CERTAIN Optimum – 59 Words or Less / Never More than 100 Words Milestone Based Marketing & Selling
- 21. Issue: Affinity E-Mail Campaign
- 22. Issue: Get the Contract In and Signed
- 23. Issue: Funding Objection in the Context of a Buy Signal
- 24. Issue: Resurrecting Stalled Deals Email
- 25. Last Ditch Effort 1
- 26. Last Ditch Effort 2
- 27. Issue: Schedule Definitive Next Step
- 29. Tweetable Takeaways • When it comes to email marketing, nobody wants to get blasted • Use lead scoring to focus efforts • Tested subject lines: Lower Case, Date, etc. • Power responds to power • Deadlines really work • Radical word count reduction • Draw swift purchase conclusions - milestone based marketing & selling • The power of asking for a date and time certain Page 30 © 2013 Marketo, Inc. @jonmiller
- 30. Questions? Jon Miller VP and Co-Founder @jonmiller © 2013 Marketo, Inc. Marketo Proprietary and Confidential Kraig Kleeman 899.654.7887 – Mobile kraig@kraigkleeman.com www.kraigkleeman.com
Editor's Notes
- My name is Jon Miller, VP Marketing and co-founder at Marketo….Today, I’m thrilled to be joined by…I’m @jonmiller, and XYZ is ABC, so please feel free to engage with us during or after the presentation on Twitter using #HASHTAG
- Please note that today’s webinar is being recorded. It will be available on-demand soon after the conclusion of the webcast.We will conclude today’s event with a Q&A session. Please feel free to submit your questions throughout and we will get to as many of your questions as we can. You can enter questions by typing your question in the box on the left-hand side of your screen. <pause>
- Not good.So between the marketers that are still batching and blasting, or sending personalized messages that aren’t relevant right now, this is kind of what it feels like to be a consumer today. On any given day, the average customer will be exposed to 2,904 media messages, will pay attention to 52 and will positively remember 4 – SuperProfile 2010 Here’s fun quote for you: "Advertisements are now so numerous that they are very negligently perused..." Believe it or not, these words written back in 1759 by a man by the name of Samuel Johnson. So this isn’t a new problem, although it’s obviously gotten a lot worse. Imagine if Samuel Johnson was alive today. I wonder what he’d think.
- So here’s the dilemma for marketers today. Your consumer is like a sponge, and all those marketing messages are like the water.How do you ensure that your message is the one that gets absorbed into the sponge? After all, a potential buyer can only absorb so much, and your competitors are vying for their attention too.
- Short history of email:Commercial email first evolved from a traditional direct mail mindset: lists, promotions, offers. Big campaigns. Send the same message frequently and rapidly to many. 1-2% response rates. Sent on your schedule, not theirs. One of email’s biggest “benefits” was its low cost compared to direct mail. But email was too easy. When companies combined the ease of sending large quantities emails with the low cost of doing so, it resulted in a recipe for a sender's dream but a receiver's nightmare. “Batch and blast” was off and running.But the problem was this: Nobody wants to get “blasted”.Think of the word blast....what do you imagine? It's a shotgun. Wide pattern, random spread, unfocused (for the most part) and an imprecise tool whose end result is one that sometimes leaves more damage than any benefit you might have gained. .. It hurts. Casualty of war.Terms like “hit the database” or “e-shot” are just as bad.
- The answer: our communicationsmust be more trusted, more relevant, and more strategic. It must be more engaging. Traditional batch and blast feels like shouting, engagement marketing feels more like a natural conversation. Notice how these women are engaged in conversation. There’s talking, but also listening going on. And the conversation, at least by the looks of it, seems to have a flow to it.
- Rank leads in order to determine which leads are ready for purchase (“ready to dance”), and which need to be nurtured. Fit – am I attracted to youInterest – are you attracted to me Need both, but even that’s not enough … you could be married. Buying intent – timing matters as well, are you looking to make a purchase
- Here’s how Marketo does it. Latent behaviors – interestActive behaviors – buying intent
- Active vs Latent Leads – very different follow-up. Active <5 min response. Latent, craft a personalized message.
- My name is Jon Miller, VP Marketing and co-founder at Marketo….Today, I’m thrilled to be joined by…I’m @jonmiller, and XYZ is ABC, so please feel free to engage with us during or after the presentation on Twitter using #HASHTAG