Email Marketing: Using the Lost Art of Persuasion To Influence Buyers in 2014

© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Email Marketing: Using the Lost Art of Persuasion to Influence Buyers in 2014


Your Speakers

Jon MillerVP and

Co-Founder@jonmiller

Kraig KleemanAuthor, Speaker, Global

Sales Strategist@Kraig_Kleeman

Page 3© 2013 Marketo, Inc. @jonmiller

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


Hi, I’m Jon MillerVP Marketing and Co-Founder

@jonmiller

1. My first child was born the same month that we incorporated Marketo

2. Born in Ethiopia3. Studied Physics at Harvard, captain of high-

school debate team and newspaper staff4. I have a top secret “Q” clearance from DOE

Page 6© 2013 Marketo, Inc. @jonmillerSource: Adbusters, 2011




When it comes to email marketing, nobody wants to get blasted @jonmiller


More Targeted Sends are More Engaging

100 1000 10000 1000000

50

100

150

200

250

300

350

400

Email Delivered

Enga

gem

ent S

core



Nurture Nurture DisqualifyPromotional Offer Pass to Sales

Fit Interest Buying Intent

Use Lead Scoring to Focus Efforts


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


• Click email: +1• Visit webpage / blog: +1• Early stage content +3• Attend webinar: +5• Decay inactivity:

-1, -5, -10

Latent Behaviors (Engagement)

• Free trial or Contact request: +15• Pricing pages: +10 • Demos: +10• Late-stage content +12• Searches for branded keyword

“Marketo” +8

Active Behaviors(Buying Intent)

Get the “Definitive Guide to Lead Scoring”marketo.com/DG2LS


One Way to Identify Marketing Qualified Leads

A Lead Lead Lead

B Lead Lead

C Lead

D4 3 2 1

Fit

Behaviors

S© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Anton Chekhov

Chekhov’s Writing Examples

The Orator

Misery

A Transgression

Oh! Public

“Three Sisters”

S© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Hermeneutics Primer / Historicity

The Power of Words

6 Principles for Email Hermeneutics

7 Examples of of the Principles in Action

Agenda

Final Words

Definition of Hermeneutics

•The study of the methodological principles of interpretation

Merriam Webster

Dictionary

•The theory and methodology of interpretation, especially as it relates to text

Farlex Online Dictionary

•The branch of knowledge that deals with interpretation, especially of literary texts

Oxford Dictionary

FOLK ETYMOLYGYA.STOICSB.ARISTOTLE & SOCRATESC.HEBRAIC LITERATURED.

HISTORICITY OF HERMENEUTICS

MODERN PERIODE.

TESTED, VETTED SUBJECT LINESLower Case / Date / Please Advise / Your Thoughts? / Lost Interest? / Are You Okay?1.

POWER RESPONDS TO POWERTitles Matter2.

DEADLINES REALLY WORK Liberally / Frequently / Rationally

3.

6 Principles for Email Hermeneutics

RADICAL WORD COUNT REDUCTIONOptimum – 59 Words or Less / Never More than 100 Words4.

DRAW SWIFT PURCHASE CONCLUSIONSMilestone Based Marketing & Selling5.

THE POWER OF ASKING FOR A DATE / TIME CERTAIN 6.

6 Principles for Email Hermeneutics(Continued)

Issue: Affinity E-Mail Campaign

SUBJ: ten years, wow...!

Good Morning Bob -

Did you notice that Oracle missed its quarterly guidance numbers for the first

time in 10 years this past quarter? Hard to imagine that from Oracle! Ellison

and team stated in their earnings call that the entire debacle was attributed to a

lack of sales enablement.

I thought you might enjoy viewing the earnings webcast located on demand at

www.wxz.com

Cheers for now!

Best,

Kraig

Leading with

Relevance

Relevant to Target’s

Professional Manadates

Word Count: 59 Words

Tested, persuasive

subject line

http://www.wxz.com/

Issue: Get the Contract In and Signed

SUBJ: march 31

Lauren,

Greetings from downtown Chicago where, sadly, winter is still in full force!

I made a commitment to my Group Manager, Heidi Jackson, that your

agreement would be signed and “in” prior to the end of our fiscal month which is

5:00pm CDT on Monday, March 31. As I am out of the office all day on

Monday, Heidi has agreed to assist you with any questions / issues that may

arise.

Can you help me out? Can you make sure I get a signed agreement prior to my

month end? Please advise. Thanks so much!

Best,

Lindsey

Power responds

to power

Deadlines really work

Rational appeals work

Tested, persuasive

subject line

Issue: Funding Objection in the Context of a Buy Signal

SUBJ: May 31

Mark -

Greetings from Chicago’s c-c-c-old lakefront!

Thanks for your response. I spoke with the responsible executives here and

I have received approval to offer you a "split invoicing" plan that allows for

50% payment at the time of membership, and the remaining 50%

at approximately the 6-month mark. This approval is contingent upon

receiving your signed enrollment form on or before May 31.

So… are you ready to make your membership official? If so, please sign the

attached enrollment form and forward to my attention.

Please advise. Thanks so much!

Best,

Johnny

Power responds

to power


Draw swift purchase

conclusions

Tested, persuasive

subject line

Open with LOVE…!

Include

language that

reflects his

need

Issue: Resurrecting Stalled Deals Email

SUBJ: July 20

Bob -

Greetings from f-f-f-f-f-rigid downtown Chicago. We got clobbered with about a

foot of snow yesterday. Oh my…!

Can you please assist me? From the email thread below (please read) I

anticipated receiving your signed order form prior to now. I have a meeting

with our Group Vice President on Friday, July 20 at 3:00pm EDT. He has

asked me to update him on a few open items. He specifically asked me to

qualify your intentions. Do you still plan to purchase our system? If so, would

you please sign the attached order form and send it to my attention?

At an absolute minimum, would you please be so kind as to give me

a precise update regarding your intentions, prior to my meeting

with Jeff on July 20 at 3pm? That would be very helpful to me.

That would be very helpful to me. Thanks Bob!

Best,

Tyler


Power

respond

s to power

Tested, persuasive

subject line

Open with LOVE…!

Date &

time certain

Last Ditch Effort 1

SUBJ: lost interest?

Mark -

Have you lost interest in engaging with us?

Please advise. Thanks!

Best,

Sybing

Word count: 11

total words net of

salutations

Subject line:

lower case

Last Ditch Effort 2

SUBJ: your thoughts?

Mark -

We are currently finalizing X’s programming and membership for the

remainder of 2013. Due to our guiding principle of keeping the group intimate

in size and as the result of recent growth, we have limited availability remaining.

Do you plan to join the group? If so, I advise that we proceed no later than

November 1.

Your thoughts? Please advise. Thanks!

Best,

Philip

Sense of urgency


Subject line:

lower case

Issue: Schedule Definitive Next Step

SUBJ: march 26

Greetings from downtown Chicago! I trust that all is well with you.

I have a meeting scheduled with my manager on Wednesday, March 26 at

3:00pm. He sent me an agenda for that upcoming meeting today. He

specifically inquired as to when the second system presentation (the next step

meeting that you and I have been discussing) will occur with you and your

team. It would be very helpful for me if I can get this meeting scheduled and

booked prior to my meeting on March 26. Can you help me out with this?

Thanks so much for your consideration.

Best,

Troy

Proven subject line

Close with love

Open with love

Be very

directDeadlines really work

Power

respond

s to power

Achtung Baby Berlin, 1991

“One”


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


Questions?

Jon MillerVP and

Co-Founder@jonmiller

Kraig Kleeman899.654.7887 – Mobile

[email protected]

Technology

Email Marketing: Using the Lost Art of Persuasion To Influence Buyers in 2014