Make  marke(ng  automa(on  work  for  everyone    

 Michael  Leander    >  www.michaelleander.me    >  @michaelleander  >  michael@leander.me        

Presented  at  the  4th  Mediarun  Fes0val  “CMO  Congress”  in  Warsaw,  Poland  

Meet  the  new  AIDA  A  =  A2en3on  (Awareness)  I  =  Interest  D  =  Desire  

E  =  Engagement    

A  =  Ac3on  

Engage  me  Shares  &  comments  

Our  collec0ve  challenge  

Ø Marketers  have  “not  enough  3me”,  “not  enough    money”    

Ø No  sex  on  the  first  date  Ø Relevance  not  a  buzz  word,  but  crucial  for  results  

Ø Content  in  context  Ø 1to1  marke(ng  is  back,  baby!  But  only  this  (me  omnichannel  one-­‐to-­‐one  

Omnichannel  means  delivering  a  uniform  experience  across  channels  

Excellent  experience  in  >  Emails  >  Mobility  (push/Pull)  >  Website  (moment  of  truth)  >  Ecommerce  /  M-­‐commerce  >  Point  of  sale  

Is  there  a  simple  solu(on?  

Yes,  there  is  a  simple  solu0on  

1.  Your  market  is  smarter  than  you  think,  don’t  be  s…..,  silly  !    

2.  Get  management  buy-­‐in    3.  Use  commonsense,  go  for  the  low  hanging  

fruits  and  reap  the  rewards  

Get  the  customer  experience  maturity  assessment  and  a  bit  of  chocolate  •  Take  a  picture  of  the  

person  next  to  you    •  Pass  the  camera  around  

quickly    •  Leave  business  card  if  you  

want  to  take  the  Customer  Experience  Maturity  Assessment  (Free)  

 

Trondheim,  Norway  

Sydney,  Australia  

Facts  about  marke0ng  automa0on  

53%  higher  conversion  

rate  

9,3%  higher  sales  quota  achievement  

50%  more  sales  ready  leads  at  33%  lower  cost  

12,2%  reduc3on  in  marcom  overhead  

70%  faster  sales  cycle  3mes  

Which  is  the  biggest  reason  for  customers  leaving  you  ?  

Influenced  by  friends  

Turned  away  by  indifference  

AJracted  by    compe((on  

Think  about  all  those  0mes  when  a  brand  you  like  treated  you  with  

indifference  

>  Remember  that  irrelevance  is  also  an  act  of  indifference  

Michael,  wouldn’t  you  and  your  girlfriends  like  to  …..  

One  of  51  true  stories    about  indifference  in    

marcom  

Mr.  Leander,  before  you  re0red  did  you  put  enough  

money  aside  for  ….  

One  of  51  true  stories    about  indifference  in    

marcom  

Will  they  

get  the  deal?  

Omnipresence  means  owning  the  customer  experience  in  all  channels  #marke0ngautoma0on  @michaelleander  

Speak  to  customers  and  prospects  in  their  language  targe0ng  the  needs  and  ques0ons  of  individuals,  not  

segments  

Personaliza(on  and  

customiza(on  is  the  need  o

f  the  hour  

EasyJet  example  

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 • 55  million  passengers  a  year  

• Website  available  in  14  languages  

• 364  million  visitors  (2012)  

 

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Personalized  Experience  

•  Sitecore  was  put  to  test  for  the  first  3me  during  a  30  day  sales  campaign  in  January  2012  

•  During  peak  traffic,  over  2.5  million  visitors  had  the  benefits  of  a  fully  personalized  home  page  

Customer  Engagement  

1:1  personalisa3on  

Offers  and  campaigns  –personalisa3on  

Various  methods  to  ease  booking  –  new  op3mized  booking  engine  

Personalised  offers  based  on  past  travel  and  booking  history  etc.  Real  3me  pricing  

Various  personalised  offers  mainly  a2emp3ng  to  upsell  to  passengers  depending  on  P-­‐type  

Integra3on  with  ECM  and  Campaign  automa3on  for  personalized  email  conversa3ons  

How  to  get  management  buy-­‐in      

Measure  your  success  in  share  of  heart  

Earning  share  of  heart  forces  you  to  provide  an  excellent  experience  in  all  channels  all  the  3me  

Share  of  

Wallet    

Share  of  Influence  or  ac0ons  by  influencers  

Don’t  count  the  customers    you  reach  –  Reach  those  who  count  

@michaelleander  

Focus  on  specific  types  of    customers  

How  to  get  started  ?    

Think  about  your  email  subscribers.  Which  percentage  do  you  think  have  been  inac(ve  for  at  least  6  months?  

A)   22%  or  more    B)   34%  or  more  C)   40%  or  more  

Low  hanging  fruit  When  a  subscriber  has  not  

responded  in  past  3-­‐4  months,  send  a  tailored  message  with  an  objec(ve  to  re-­‐ac3vate  the  

individual.  Then  if  email  doesn’t  work,  switch  to  other  channel    

Move  from  sender  to      recipient  control  

Know  the  steps  your  audience  takes  towards  purchase.  Then  learn  what  they  want  to  know  in  each  step.    

Step  1  Want  this  

content.  Have  these  ques3ons  

Want  to  do  these  ac3vi3es  

Profile  your  audience.  

The  right  message  to  the  right  person  at  the  right  (me  using  the  most  effec(ve  channel  

Plan  for  building  profiles  

   

36  

Data  input  from  

customer  Behavior   Transac0ons  

(on/offline)  

70-­‐90%  accurate   50-­‐90%  reliable   99%  trustworthy  

Nurture  and  care  the  way  you  would  care  for  your  baby  

In  Summary:  Use  marke(ng  automa(on  to  an(cipate  customer  needs  

>  An(cipate  customer  needs  >  Provide  (mely  service    >  Differen(ate    communica(on  >  Personalize    communica(on    >  Understand    preferences  >  Manage  the    permission  

Get  in  touch  if  

you  want  more  

informa0on  

Michael@leander.me