How To Automate 80% Of Your Marketing Tasks So You Can Focus On Growing Your Business

OK, guys.

Here’s the end of our guide on how to generate and nurture more B2B leads for your online business. Many people rush into automation without understanding what their clients actually need and what their RELEVANT added-value content could be.

The goal of this chapter is to help you to start marketing automation for your online business so that you have more time to focus on your product and services and ultimately make your clients’ lives easier.

My goal is to help you to understand why and what you should automate. It is not an ultimate guide, however; there are smarter people out there doing automation.

Nevertheless, I’ll be focusing on businesses that deliver services and online products through doing B2B. This is not for ecommerce or B2C.

If I’ve missed anything, please feel free to let me know and I’ll add it to the guide if it’s relevant.

There are many articles online about this topic, but from what I can see, some of them are way too basic and others are overcomplicated. There are guides like Marketo’s Definitive Guide to Lead Scoring that are good, but the context of storytelling and nurturing is still missing.

I want to make sure that you understand Marketing Automation based on frameworks and within our context of B2B lead generation and nurturing.

I would recommend you take a look at the other 5 chapters in this guide before going into automation. It will make much more sense and you’ll understand it better.

The 3 Big Problems That Stop Marketing Automation From Working

In my view, these are the top 3 problems that can stop any marketing automation from working to its full potential.

1. The Idea (product and service) – a good marketing automation expert or piece of software can’t fix a bad idea. Sorry.
2. Relevance – if you haven’t studied and personalised your content to your audience yet, don’t start automation.
3. Copywriting and presentation

I’ll show you later on in this chapter how to fix the copywriting and presentation of your product and services.

Before we jump into the heavy automation methods, we need to make sure there is a framework in place.

From these 3 problems, we’ll be able to help you with relevance and your copywriting and presentation.

We talked a lot about the importance of delivering relevant content to your audience in Chapter 4 (How To Build And Convert Leads With Quality Content).

Why Do We Need Marketing Automation, Even For Small Businesses?

A simple way to explain this is to give the example of the greatest car salesman in the world  – Joe Girard. Joe employed two assistants to work on his secret weapon that helped him to sell over 13,000 vehicles over 15 years (between 1963–78).

What was Joe’s secret weapon? Greeting cards. Yes, he and his assistants sent over 13,000 greeting cards every month.

Today, you don’t need to employ those two assistants anymore and pay for salaries, insurance and benefits.

You can do it in an even more sophisticated way: by using marketing automation.

Regarding the boring job of Joe Girard’s “two assistants” in the 70s, here’s another reason “why” you need marketing automation.

One of the big innovations that data and analytics will unlock is the ability to create more personalised products and services across all industries – including media and advertising

(McKinsey Study on Big Data)

The same study shows that 45 percent of the activities individuals are paid to perform can be automated by adapting currently demonstrated technologies.

More than 20 percent of a CEO’s working time could be automated using current technologies.

Here’s an interesting graph from the same study, comparing the percentage of time that can be automated and the hourly rate of jobs in the US.

The future is creativity and meaning. Storytelling and sensing emotions are at the core of our human experience and are hard to automate.

Let’s focus on storytelling, creativity, and building meaning within our organisations and then let’s automate all the rest.

7 Hacks To Acquire, Nurture, And Grow More Customers

I don’t want to keep you waiting anymore to find out about possible hacks and how you can start automating your marketing, so, let’s jump right in.

Before we talk about tools and methods, I’d like to make sure we have a framework to work from.

We’ll use the Pirate Metrics, AARRR, developed by the head of 500 Startups, Dave McClure.

The AARRR growth framework helps us to drive value and depth throughout the whole customer lifecycle.

It starts with acquiring customers, by attracting users to your site. From there, we go on to activation, where you will be delivering a first-time user experience that will engage and activate people to become ongoing users.

Retention will ensure that users come back to your site. The fourth metric is about revenue, converting free users into paying users in order to drive revenue.

And finally, the fifth metric is all about referral, inspiring your users to refer others and drive word-of-mouth acquisition of your product or service.

So, this is the AARRR growth framework, a traditional form of demand generation or inbound marketing, whose main focus is on attracting customers.

Now we’re starting to think about growth marketing and how to drive depth throughout the whole customer lifecycle, and how to drive key metrics during each step of the way.

Learn more How To Generate and Nurture More B2B Leads from our Playbook!

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Conversion Rate Optimisation For B2B – Part 2

This is a continuation of post Conversion Rate Optimisation For B2B. See the first part here.

Use The Good Old Pareto Principle To Understand Your Buyer Persona

Use the Pareto principle to define your buyer persona.

As you can see in the mind map below, there are 4 phases involved in identifying our buyer persona:

• Definition Phase
  20/80 your existing audience
  Tools: Google Analytics, Mixpanel
• Pain Identification
  20/80 their pains with surveys
  Tools: Omniconvert, VWO
• Landing Page Crafting
  One for each buyer persona
  Tools: Instapage, Landingi, Unbounce
• Form Management
  Different for each buyer persona depending on what you know about them
  Tools: Paperform, Typeform, 123ContactForm, custom-made

An Ongoing Process To A/B Test Your Landing Pages

To have an ongoing process to A/B test your landing pages.

If you’re using less than 5 LPs you are doing something wrong.

If you’re using between 5-20 LPs you are doing something very good.

If you have more than 20 LPs you are doing an amazing job.

Besides that, you should A/B test them so that you can craft them as an ongoing process.

Here’s what we recommend you to test (one test at a time):

1. Landing Page Layouts – you’ll need to test layout no.1 vs. layout no.2 (ask your designer to make 2 different layouts)
2. UVPs (Unique Value Proposition) – you’ll need to find out which UVP fits your audience
3. Test Forms – how many fields they have, and how the answers are presented within them
4. Call to Action – test content, colours, and place

By doing this, you’ll be able to find out which landing pages fit the best.

Re-engage Visitors With Exit-intent

The 4th thing you need to do is to not miss out on the zero moment of truth, when your users are trying to leave your website.

For this, you need to re-engage them with exit-intent pop-ups.

You can trigger surveys and offers, or you can do landing page engagement.

You could redirect them to a specific landing page based on that data you are gathering about them. We use Omniconvert to do this.

Understand The Vicious Cycle That Kills Your Lead-rate

95% of your traffic is unknown and lost, from which you can recover 84% using remarketing. (Source: Wordstream.com)

From the 84% recovered, you lose another 95% because your website content is not relevant to your returning visitors. (Source: Marketing Sherpa)

From the 5-10% converted into email subscribers, only 20% will open your emails and 2-3% will click on the links that lead to your landing page. Then, you’ll lose another 95% of your email traffic because your forms are not optimised. (Source: MailChimp)

Why does this happen?

Mainly because you are taking the standard approach to lead generation:

Source: Omniconvert.com

You have a total number of traffic and you lose 11%, so now you do some classic remarketing. You lose another 84% and you re-engage with 8%.

From this 8%, you start emailing and you convert 1%.

What would be a smart lead-generation approach and how can we get an extra 4% more leads from the same traffic?

Instead of leading visitors leaving your website, in that moment when they are trying to navigate away, place an exit-intent buyer persona survey.

Most people aren’t going to answer: approximately 81%. You can expect a 15% response rate and based on that data, if you’re smart enough and if you create a logic branch that is really persuasive, you’ll be able to convert them into qualified leads.

If they’re simply not answering and not providing you with enough data, you can still get information about their cookies. Using this survey information, you can do further buyer persona remarketing.

Buyer persona remarketing can bring you another 1%, and another 2% can be gained from leads captured through the survey.

3 Steps You Can 3 Steps You Can Take Without IT Assistance To Increase Leads For Your Business

Here are 3 things you can do without having to ask your IT team for help, so that you can increase lead generation for your online business:

Step 1: Deal With Treating Real-time Objections Using Surveys

An exit-intent survey with lead collectors will help you to:

• Treat your prospects’ objections in real-time
• Get more information for the sales team to close the deal
• Get insights for A/B testing for the marketing team

Here’s a case study about this I have from our partners at Omniconvert.

Case Study:

Provident (a financial services company) used surveys to increase their lead generation by 25%.

Based on the answers they received, Provident were able to discover how much of their audience was looking for a loan for a specific purpose, such as for education, health, going on holiday, redecorating the house, or a family event.

By doing this, they had now found what kind of audience they were attracting with their traffic generation. This led them to be able to make their personalisation strategies even more relevant.

Read more about the case study here.

Step 2: How To Be Relevant During Their Next Visit Using Personalisation

Define special landing pages for each buyer persona you’ve detected in Step 1.

• Do smart remarketing based on buyer persona
• Increase the conversion rate of the most profitable segments of traffic on your site
• Drive interest towards your product and turn top-of-the-funnel leads into qualified leads

Let’s continue with the previous case study and show you how Provident used personalisation to increase their conversions.

Because they had some data from their users’ previous visits (from when they filled in the survey), Provident were now able to do some “smart remarketing” and offer the right content based on the answers provided in the survey.

As you can see below, they show relevant banner ads on Facebook or Adwords based on their users’ needs.

Now, this is very powerful because they are not being spammy or generic; they are taking the real needs of their prospects into consideration.

As we already talked about in Chapter 4, the main key here is to be relevant.

Step 3: Optimise Forms Based On Your Buyer Personas

The 3rd thing we should be doing is testing our website’s forms to increase the conversion rate from our landing pages.

Here’s a case study from T-Mobile.

Just by changing their call to action from “order now” to “yes, call me”, their conversion rates increased because “yes, call me” is a much softer approach and is not such a hard-selling phrase.

They achieved a +38% conversion rate and gained +30% more leads from changing their contact form.

See the whole case study here.

Conclusions

• Before you get started with CRO, make sure you have a process and a system in place; it will make all the difference.
• Respond to what your customers want from you and look into where you believe you’re leaking leads.
• Understand your buyer persona and learn smart remarketing to get them back onto your website.
• Use surveys to find out more about your prospects and, based on this data, do smart remarketing and personalise your content to their needs.
• Have a continuous process for carrying out A/B testing on the things that you’ve discovered matter to your audience.

The first thing you need to do in order to grab more leads is to understand your audience and to use all of the tools that are now available to you.

Learn more How To Generate and Nurture More B2B Leads from our Playbook!

 

Read more on our blog MAN Digital Blog

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Conversion Rate Optimisation For B2B – Part 1

The biggest challenge B2B marketers have regarding lead generation is generating high quality leads, and that’s a fact.

Why does this happen?

This is what we’ll find out in this chapter.

• What mistakes beginners make
• How to identify what your starting point should be and what questions you’ll need answers to before getting started with CRO
• How to leverage the traffic you already have to increase conversions
• How to use surveys to find out more about your audience and personalise their experience
• How to ultimately convert more leads from your existing traffic

 

Avoid Making Novice Mistakes Before You Start Doing CRO For Your Website

How would you go about starting conversion optimisation for your website?

You could go onto Google and just check the lists of things to test, right? Or, you could just find a bunch of blog posts with extensive lists of CRO (Conversion Rate Optimisation) techniques.

If we implement all 100 ideas at once, we’ll get this:

And yes, there is a site like this! Most of us don’t want that. At least I hope not anyway.

OK, so, we can’t do that; instead, we need to implement A/B testing. Just to test what works and what doesn’t work quite right.

Easy.

Not really. Running A/B tests to look at traffic alone can take about 4 weeks on average. If we have 100 things to test, it might take 7 and a half years to finish everything.

Not a good idea as digital marketing moves very fast.

What about CRO checklists?

They are useful, but they are just a starting point. Things that seem simple to implement with a click of a button, such as just taking a look at some checklists, are all BS. If it were that easy, we would all be millionaires.

Source: Moz.com

What about best practices?

Best landing page, best product page, best pricing page, and so on. They are useful, but again, they are just a starting point.

When you’re designing the first version of your website, best practices are where you start, not where you end up. There’s a huge difference there.

What about design trends?

We could look at all kinds of cool websites for inspirational ideas.

Such as using ghost buttons that we want people to click, but they are made to be less visible.

Not a good idea.

Or including video backgrounds on your website. They sound fun, but they distract people from what you’re offering as they’re watching what’s going on in the background.

What about copying market leaders?

Can we just copy them? For example, Amazon is doing well, and so is Netflix.

In the US, Amazon’s subscriber conversion rate for Prime is 74%. What is yours? 5%? So the difference is 15 times greater.

Is Amazon’s design or copy 50 times better than yours?

I don’t think so.

So, believing that Amazon’s success is down to its copy and design and that we could just rip it off is just naive. The world doesn’t work like that.

And copying your competition is not a good idea either. Most probably, they are copying someone else too.

So what do we do in this case?

How can we sustainably and continuously improve our conversions?

The most important thing in CRO is discovering what matters.

To find out what matters, we need to know WHAT the problems are and WHERE to find them.

In my opinion, we need to start making sure that we have a clear system in place.

Keep reading and we’ll go through some of the main steps for building a simple, useful system that you can start implementing right away.

source: Omniconvert

Nowadays, we have lots of information and a plethora of data, but the biggest problems we have in our businesses is that we don’t know how to organise and analyse that data.

We don’t necessarily need more traffic to our website or to create more content; we just need to make sure that the value we are adding is relevant for our audience and that it is converting.

So, you need to ask yourself a few things before getting started.

Ask and answer these questions before you start diving into CRO:

• Whose problem are you solving?
• What do they need?
• What do they think they need? Why?
• How are they choosing / making a decision? Why?
• What are they thinking when they see your offer?
• How is what you’ll be selling clearly different?
• Where is the site leaking money?
• What is the problem?
• What are they doing or not doing on the website?
• What leads more people to do X?

Make sure you ask yourself these questions before you get started with the rest of what you’ll be learning in this chapter of the guide.

There are 4 things that you need to do in order to get the most leads from your traffic. This is what we’ll be talking about here:

1. Getting real insights into your audience
2. Using the good old Pareto principle to understand your buyer persona
3. Developing an ongoing process to A/B test your landing pages
4. Re-engaging visitors with exit-intent

Get Real Insights Into Your Audience

We covered a lot in Chapter 2, where we talked about How To Do Market And Competitor Analysis For Your B2B Business.

There are some additional pieces of information that I would like you to look at regarding conversion rate optimisation for your website.

The first stage is to get real insights into your audience.

What kind of sources do you use to get this information?

We get our insights from:

• Web Analytics
• Surveys
• UX Audits

Get Data From Your Audience Using Web Analytics

The first thing to do is to figure out the whys and to get the right insights into your audience.

The first source you could work with is Google Analytics, or any other analytics tool that you might use. This could be Mixpanel, Kissmetrics, etc.

We went into detail on how you can get Demographics And Geography Insights in Chapter 2. Go back and read it carefully so that you know what data to look at before going ahead with CRO.

Make sure that you understand this data very well.

Get Qualitative Insights Into Your Audience Using Surveys

Now, one of the most important data resources that you should think about when optimising your website is surveys.

Surveys are crucial for getting qualitative insights into your audience and for optimising your website based on this information.

User Experience Audits – UX Audits

Here, we are looking at the flow of how you present the content on your website, so that you know what you need to change or what things you want test out.

I don’t want to go into too much detail, as UX Audits could be covered in a separate guide all of its own. If you want to learn more about it, I would recommend reading this article on Medium.

Based on these insights, you can gain knowledge about:

• the behaviour of your users
• the motivations that your users might have
• buyer personas and who your users are
• landing page optimisation: what things you need to optimise to get more conversions

The first thing you need to do in order to grab more leads is to understand your audience and to use all of the tools that are now available to you.

Learn more How To Generate and Nurture More B2B Leads from our Playbook!

 

Read more on our blog MAN Digital Blog

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Experience Optimisation In Content Marketing

The last section in our content marketing chapter shall be taking a look at experience optimisation.

Here’s a dirty little secret.

Great content, even super relevant content, isn’t always enough. You need a really great experience that is optimised for your goals.

Hana Abaza, VP of Marketing at Uberflip, explains content experience like this:

I like to think about it in terms of piña coladas. There is a reason why I don’t want to be drinking one in a dingy dark basement, but on a beautiful sunny beach instead.

Experience matters a lot.

Here is what your content needs to be like to actually deliver a good experience.

• Readable
• Actionable
• Tailored

Readable

Here is an example from the social media website Buffer, which explains how they make their content readable.

They have a nice big headline to grab your attention, and really easy-to-read short paragraphs, which are actually better for mobile, so that you don’t get hit by these big walls of text.

You have social shares, subheadings, and images, which break up the text really well. It’s a really enjoyable reading experience.

Actionable

Is your experience actionable?

It blows my mind when people tell me that their goal is lead generation or audience growth, but they have no call to action. Or they do, but it is a terrible user experience.

Small quiz for you guys: What is Oli Gardner’s (CEO at Unbounce) rule on CTA?

HAVE A F#@?ING CALL TO ACTION!

Simple.

I will echo that sentiment when it comes to content, not just the landing page.

When you are creating a call to action for your content, I want you to remember 3 things:

1. Clarity
2. Context
3. Targeting

Clarity

Is It Clear? Is The Action And Value Obvious?

Context

Context is everything.

This is where we can add the wrong call to action to the wrong content. As you can see below, we have an advanced marketing blog post, but the call to action is for a beginner marketing ebook.

This is better:

Targeting

Last but not least: targeting.

Generic CTAs will only take you so far. You need to be specific about your call to action.

Here’s an example:

A generic one: “Hey, if you are interested in Marketing Automation, why don’t you try building a hub?”

…What?

As you can see, there is no content at all in this CTA.

Here’s a specific one:

“Hey, I know you are using Marketo, so why don’t you take a look at Marketo and Uberflip in action?”

This has to work really tightly with your distribution strategy.

Tailored

We want to make sure that our users’ experience is tailored, so from this position, you’ll want to take a look at how most other people structure their content.

When you look at the navigation of most websites, you have content arranged based on its stage, which may then be divided by topic and type.

This is how most people do it.

The reality is that we need to get a bit more sophisticated and strategic with how we actually put our content out there.

Here is an example from DNN.

I have never been to a resource page and thought “I want to read a whitepaper”. Have you ever done that?

I didn’t think so. But everybody still makes these organisational mistakes.

You need to get a little more strategic about how you organise your content for the people that are trying to find it.

Maybe you need to look into organising your content by type, together with by segment or audience as well.

Here’s how a company called Visual Web Optimizer does it. They do conversion rate optimisation.

They do it by type, industry, and element (depending on what element you want to test on your website).

 

So, you can get something like this: elements on the website that allow you to search for a case study for SaaS that tests price.

A much more tailored experience.

It doesn’t matter if you have thousands of pieces of content or just a few, you need to start putting some thought into how you organise that content.

That’s it.

Conclusions

To summarise, we’ve learned:

1. Customer development for content: Make sure that you are creating really relevant content for your audience. It will have a huge impact on you readers.
2. Strategic content creation: So that you are not writing blog posts just for the sake of it, create content that people care about, and then expand that into different types of content that you can re-use.
3. Distributions tactics are key: Make sure that you put some thought into your distribution strategy before you actually move on to it.
4. Experience optimisation: Of course, you need to make sure that the content you are writing is readable, has a call to action, and is tailored to the needs of your audience.

 

Learn more How To Generate and Nurture More B2B Leads from our Playbook!

Read more on our blog MAN Digital Blog

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How Do We Approach Content Creation?

How Do We Approach Content Creation?

All right, we’ve talked about relevance, and we’ve talked about customer development for content. We now know what we want to create, and we know which topics are really going to resonate well with people.

But, how do we actually approach content creation?

We seem to constantly fall back into this trap of creating more and more content. But the reality is: more is not enough.

Better: relevance is what we need.

In research carried out by UberFlip and BuzzSumo, the engagement of top marketing websites was investigated.

As we can see in the screenshots below that show slides presented at a BuzzSumo webinar, there is a big gap between the top 5 blogging sites and the rest of the websites in terms of engagement. It drops a lot.

Let’s go even deeper.

There is also a huge difference between the top 5 websites on marketing, such as HubSpot (which is a very prestigious blog on marketing), and what we would consider to be our own content down at the bottom having 8 shares or less.

That is CRAZY!

The reality is that engagement is going down every year.

Only 4% of all articles got more the 3,000 shares.

Source: The Top B2B Content of 2016: Six Lessons for Marketers

The conclusion drawn from all of these studies is that a small portion of your content is responsible for the majority of your results. The rest of your content is going to get 8 shares or less just like the BuzzSumo study shows.

3 Characteristics Of How To Create Performing Content

I don’t want to go into the techniques of how to write as this is not the purpose of the guide. If you’ve done your homework on competitive and market intelligence, you’ll already know how to research the best content for your industry and your competitors’ best content.

So, what are the characteristics of high-performing content marketing?

There are 4 questions that you should be asking yourself, and then I also want you to take a look at your content marketing and how you’re approaching your goals.

1. Is it relevant? – Content relevance is essential, and that’s it.
2. Is it aligned to your goals?
3. Is it unique to just you? – Is your company adding something that has unique value?
4. Are you looking at the world through the lens of your product?

There are many examples of unique and relevant content made for B2B content marketing.

Here are some great examples. BuzzSumo and Moz carried out a study on Content, Shares, and Links, which is where I got most of my data from on this topic. They analysed over 1m posts in order to find out which performed the best. They used this information for webinars, press releases, infographics, and blog posts.

Another great example is the Guide About Using Live Chat For Growing Your Business, made by Zoho.com and Sujan Patel. It talks about how to use Live Chat, and how to create great content for SEO, webinars, ebooks, podcasts, and so on.

Unbounce even created a landing page that offered their notes on a conference held by Uberflip to the rest of its participants, and then they redistributed them in blog posts, webinars, and podcasts.

What we learn here is to leverage content across many channels.

• PR Strategy
• Guest blogging
• Webinars
• Blogs
• SEO
• Presentations
• Podcasts

How To Distribute Your Content For B2B Lead Generation

Before you get started with this, find the answers to these two simple questions:

Where are your people?

What do they like?

Now, if you’ve done your market research and competitor analysis, you’ll have very accurate answers to these questions.

Go back to Chapter 2 to learn more.

Here are a few distribution strategies and tactics we use for our content promotion.

Our Subscribers

• Targeted Social Media (paid and unpaid)
• Influencers
• Partners (Co-Marketing)
• Discoverability (SEO)
• Content Syndication (lead generation)
• Other Publishers (lead generation)
• (VERY) Targeted Emails

Now, if we were to go into the details of each and every one of these, this guide would be an essay. So we shall focus on just 3.

Partner Marketing (Co-Marketing)

You need to answer 3 questions:

Is it targeted?

Does your audience overlap? This is the biggest, biggest, biggest oversight that I see. People are doing partner marketing with companies it doesn’t even make sense to be doing partner marketing with.

Is there an agreed upon distribution strategy?

Partner marketing can be highly effective, but you need to make sure that all of the things above align with one another.

Targeted Email (Very Targeted)

Small list = If you only have a small list or you are just starting out, you will want to keep your focus.

Big database = Make sure you segment a lot.

You do this by surveying and discovering what they want. You don’t want to be sending generic emails to everyone.

Content Syndication

The last distribution method that I want to mention in our guide is content syndication. It can be really effective but it’s got to be executed properly.

It can be implemented very effectively for lead generation. You can syndicate Ebooks, white papers, webinar recordings (which is really effective if you are a good presenter), and even articles and blog posts.

Here are some content syndications tools.

Outbrain – Native content recommendation ads (broad syndication)

Taboola – Native content recommendation ads (broad syndication)

BrightInfo – Personalising content recommendations about your site in real time

BrightTALK – Video and webinar syndication platform (targeted syndication)

Integrate – Demand Marketing (very targeted, expensive syndication)

QuuuPromote – Social Media promotion (low cost)

Webinara – Syndicating your Webinars (worth it if you are constantly creating webinars)

This method can be use for pure distribution (links to articles) or lead generation.

Remember, the more targeted your content is, and the more of these tools that you use, the more expensive it’s going to be.

But the idea here is quality not quantity. They won’t be really high volume, but they will help you to leverage your content into more leads.

If you are using content syndication for lead generation, there are two ways to do this:

1. Your content is published on a third-party site, but it links back to your own site, where it is then basically consumed on your site.
2. Your content is published on a third-party site, but it is directly available to read on this site, and so it is consumed on this site.

Keep in mind that these are two very different experiences.

With the first one, you bring them back to your own site and they become more familiar with you.

Is it sales ready? Well, maybe a little bit more sales ready then if they were to actually consume the content on the publisher site.

Leads will probably will need more nurturing though.

So, if you’re doing some syndication, you’ll need to consider what the experience is going to be like when they’re consuming your content and whether you’re going to get those leads in through the door.

Learn more How To Generate and Nurture More B2B Leads from our Playbook!

Read more on our blog MAN Digital Blog

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