30min Campaign Makeover
Adam Oldfield Founder of Force24 (2010 - present) 20 years + supporting marketing departments With 4,000 users – and counting. 2019 was a big year, with the team announcing it had reached the £5m organic investment milestone in September, and 682 updates rolled out to the expanding client base since January alone. Net recurring revenue is reported to have risen by 80% when compared to 2017 figures, user adoption is up 300% and 400 trillion data exchanges are now handled through the technology, per annum.
Free training and support for life Force24 is the biggest and best UK based marketing automation platform - you’ve never heard of. On behalf of our clients… We send over 190 million emails per month. 4000+ marketers rely on the Force24 platform each day. We manage thousands of highly personalised journeys. On an average day we monitor over 20,000 web interactions per min. Update 1,500,000 lead scores each day.
Free training and support for life Free training and Support for life Stop! Success is in more than an email template or a top performing banner ad download. Success comes from constant appraisal of everything. stop
Free training and support for life Free training and Support for life Stop Misallocating and undervaluing your time… Start focussing on what matters! stop
Free training and Support for life Free training and support for life Stop Focusing on vanity metrics, that serve only to fulfil an ongoing spiral of misallocation. Start looking at the whole picture! The Problem
Free training and Support for life Free training and support for life First ask the question Are you in need of a makeover? ask the question
Free training and Support for life Free training and support for life Do I manage to take my full lunch break? If you do, well done! This is an important break in the day. But does the world fall down around you when you do? Or even worse does nobody notice? ask the question
Free training and support for life Free training and Support for life Do I start my day and go home at the proper time? Again, if you do, well done! One of the key aspects of working effectively is managing to allocate your time correctly, if your working day spills over into the next day and you are forever falling behind and hoping work “disappears”. You need to improve your process. You need to look at areas in which you can create efficiency reduce time spent on unimportant aspects of your role. ask the question
Free training and support for life Free training and Support for life What happens when I take a day off? Does the world collapse, do I wish I had never bothered? Or again even worse, does nobody notice. It is my sincere hope that you can all honestly answer that you are not too busy, but I’m absolutely sure you’ll be able to recall times your working career where you have been! Any aim of this guide on this particular check it keep that in focus! ask the question
Free training and Support for life Free training and support for life You must have the right tools for the job Can you lead score? Can you escalate opportunities to the sales team? Can you build micro-sites? Can you build automated journeys? ask the question
Free training and Support for life Free training and support for life 70 180 10 42 15 23 30 Min campaign makeover 30 min
Free training and support for life Free training and Support for life STEP 1: Content value Content Value
Free training and Support for life Free training and support for life The exchange Let’s get to understand the value proposition In essence, the marketers argument: I’ll give you something for a moment of your time. Content Value
Free training and support for life Free training and Support for life Free training and support for life Free training and Support for life What are you going to give away? Below, we’ve detailed the Force24 Content Value Policy , this shows our standard process to ensure we extract value from content without the danger of our audience becoming “over-penetrated”. Campaign type Approx time invested (hours) £cost to business 1 £30 SEO Content 3-5 £90-£150 High value blog article 10-15 £300 - £450 Low value content download 30-40 £900 - £1200 High value content download 50 £1500 Commercial event Content Value
Free training and support for life Free training and Support for life Free training and support for life Free training and Support for life I now need to make sure I get a return on my value investment… Below, we’ve detailed the Force24 Content Exposure Policy , this shows our standard process to ensure we extract value from content without the danger of our audience becoming “over-penetrated”. Campaign type Gated SMS Email Social Paid Direct mail No 0 0 0 No No SEO Content No 0 2 5 No No High value blog article Yes 0 6 10 No No Low value content download Yes 0 6 18 Yes No High value content download No 0 6 18 Yes Possible Product launch No 1 6 18 Yes Yes Commercial event Content Value
Free training and support for life Free training and Support for life 30 Min Campaign Makeover Check 1 Are you spending too long or not long enough building you content and are you expecting too much or too little from your audience? Content Value
Free training and Support for life Free training and support for life STEP 2: Data insight Data Insight
Free training and support for life Free training and Support for life Free training and support for life Free training and Support for life But first: The split test myth Split testing is OK, but.. If you as an empathetic marketer can not see the difference between two approaches there is no way the audience giving less attention will in a sample date set. Instead try iterative testing VS X 000’s Data Insight
Free training and support for life Free training and Support for life Free training and support for life Free training and Support for life Iterative testing… This is simply the process of tagging many emails in the past and in the future with attributes and analysing over time which attributes are most common in successful campaigns. Data Insight
Free training and support for life Free training and Support for life Free training and support for life Free training and Support for life Data is everything and an obvious step to evaluate performance… See the value in segments to help you understand how that segment is performing against others. Data Insight
Free training and support for life Free training and Support for life Free training and support for life Free training and Support for life Audience segment reporting! With direct comms we know who we have been talking to. We should embrace a new world of statistics available based on overall audience engagement Data Insight
Free training and support for life Free training and Support for life Free training and support for life Free training and Support for life Audience segment reporting - Engagement Data Insight
Free training and support for life Free training and Support for life Free training and support for life Free training and Support for life Audience segment reporting - Lead Score Adoption of Lead Scoring – the most powerful metric in a marketers tool box. What is it? Data Insight
Free training and support for life Free training and Support for life Free training and support for life Free training and Support for life Audience segment reporting - Member Count Understand how the segment is evolving – protect your audience with your life Data Insight
Free training and Support for life Free training and support for life 30 Min Campaign Makeover Check 2 You need to check your campaigns are: Increasing the average user lead score. • Increasing or maintaining the active contacts count, letting this reduce show poor content • and targeting. Understand if opportunities exist in your data to push harder where browsing engagement • is high vs low email volume. Data Insight
Free training and Support for life Free training and support for life 2X STEP 3: Sense check your assets Sense Check
Free training and support for life Free training and Support for life Free training and Support for life Free training and support for life But first: In 100% of cases, marketers are responsible for education No matter what the scenario, from B2B to B2C the fact remains the same, marketers educate. Selling is done by the sales team or sometimes the e-commerce website. Sense check your messaging to ensure you are always educating and not selling.. So if, my objective is to: Sell more widgets on our e-commerce website. The marketer must educate the contacts as to why • your widgets are better, faster and more cost effective. We have a discount on our widgets. The marketer must educate the contacts around the sale • purpose and what they can expect. Sell more photocopiers. The marketer must attempt to educate the contact base as to the benefits • of your particular photocopier Sense Check
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