Successfully Leveraging Marketing Automation in the Explore Phase

TWO FLAVORS

You’ve got two basic types of prospects when we’re talking about marketing automation in the Explore phase:
B2B Marketing Automation Technology and Solutions

      1. No email address yet.
        If you’re an SMB or in a new market, you probably won’t have email addresses for the majority of your prospects in the Explore phase.

        • REACH OUT through activities like email list rental and display advertising to let them know you have materials to help
        • OFFER REAL VALUE to build trust and have prospects give their email address.

BtoB Marketing Automation Solutions Revenue Statistic

      1. You have their email address
        On average, 95% of revenue for large enterprise companies comes from repeat customers. So you may already have the email addresses of most of your prospects.

        • IDENTIFY PROSPECTS that are in the Explore phase
          • Analyze data about prospects’ engagement on and off of your website
        Advanced marketing automation systems can be the system of record for your leads and contacts and provide a single view of the customer.
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        • LEVERAGE a marketing automation platform to:
          • Segment your prospects based on persona, phase and problem they’re trying to solve
          • Map out a series of emails for each segment
          • Create email and landing page content
            • Sole purpose is to let them know you have resources to help them
            • Customize text, images, and calls-to-action based on criteria
          • Deliver emails automatically
Marketing Automation and Events: Real-world and online events/Webinars are often key for B2B in the Explore phase. Some Marketing Automation systems can help you manage these events by integrating with Webinar tools to streamline the process. For example, you can deliver personalized invitations, registration, reminders, and post-event follow up to customers. Your MA system can also provide analytics, so you know how many people have registered, how many attended, and so on.
Jon Miller BtoB Marketing Automation Solutions & Technology Expert

Expert Advisor:  Jon Miller

VP Marketing, Content & Strategy / Marketo
@jonmiller
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Jon Miller BtoB Marketing Automation Solutions & Technology Expert

Jon Miller

VP Marketing, Content & Strategy / Marketo
@jonmiller

Jon leads all aspects of Marketo’s thought leadership, communications, and content marketing programs. In 2010, The CMO Institute named Jon a Top 10 CMO for companies under $250 million revenue. Jon holds a bachelor’s degree in physics from Harvard College and has an MBA from the Stanford Graduate School of Business.