JAMA Silverpop Presentation - Ellen Valentine | 9.12.13
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Transcript of JAMA Silverpop Presentation - Ellen Valentine | 9.12.13
Jacksonville AMASeptember 12, 2013
Ellen Valentine@EllenValentine
c
Marketing has Changed
“The EmpoweredCustomer is now in controlof the
Business Relationship”
Want the report? Search for IBM CMO Study
Marketing Has Changed
“Should I get a _______Or a _______”
Marketing Has Changed
5
The 57% Challenge
Buyers Favor Personalized Experiences
VS
The Amazon Tailored Experience
7
Marketing Has Changed – You do it too!
9
Feeling overloaded?
10
Are you on The “MarketingHamster Wheel”?
13
14
Unleashing the Power of Behavioral Marketing
How Marketing Can Lead Your Organization
Tranforming the Customer Experience
Vision
Skills
Data
Technology
1. VisionUnderstanding What’s Possible
19
Your executives must have a vision for how things are changing and what is possible with the new
marketing technologies
Get an outside briefing if you need it!
Executive Vision
20
21
AnalyticsDW
Email WebsiteData
WarehouseContent/Offers
Marketing Organizational/Operational Silos
22
Website
AnalyticsData
Content
Holistic Leverage
TransformsThe
Customer Experience
IT
Support
Product
Finance
2. DataThe Best ‘Actionable Database’ will win
the hearts and mind of the prospects/customers/consumers
Get personal by easily managing everything you know about each customer – at scale.
MARKETING DATABASEStores Everything
25c
26c
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The Typical Strategy
Batch & Blast
15% off on all fishing
boats between now and
August 31, 2013!
The Common Response
Segmented Send:Tennessee Prospects
15% off on Product
Widget A if you buy
between now and the
end of March 31, 2013!
Tennessee Boaters:
15% off on Outboard
Motors if you buy
between now and the
end of August 31, 2013!
The Common Response
Segmented SendGeorgia Clients
Georgia Boaters:
Get 15% off on
Navigation Systems if
you buy between now
and the end of August
31, 2013
Segments
Audiences
Let’s build a Master Database
Top Sail40
Sailboat
Slim & Fast 380
BoatOwne
d
TargetSegme
nt
ShowVisits
Age of Boat
LastMarina Visit
Hot Dogger
FamilyMemories
Gone Fishin
San Francisco
Lake Michigan
Miami
Hampton
6/1/2005
2 Years
5 Years
6 months
The richer your Master Database the more powerful, relevant and personal you’ll be.
Carey Smith 1000
Gateway Drive San Francisco, CA 93820
Shawn DeWitt 4992
Michigan Ave,
Chicago, IL 09030Sheila Jones 4022
Peachtree Rd Atlanta, GA 30003
Steve Jones 888 Madison Ave, New York NY 10022
SunsetRomantic
9/5/2012
6/1/2005
2/1/2013
10 Years
Family Cruiser
34
SmoothStalker
24
Hot Dogger
Next Capture & Append Behaviors
WebsiteEmailFile
Website Visits
Video’s watched
EmailBehavior
Webform/ Landing
Page Visits
Web Page Visits
PDFs Download
ed
Shawn DeWitt 4992
Michigan Ave,
Chicago, IL 09030
Ravens
Slim & Fast 380
Lake Michigan 2 Years9/5/2012
Current Inventor
y
Products
Owned
Product Catalog
Supplement with Related Data
Other Company DataExternal Data
5 day Weather Forecast
Rep Assigne
d
Hot Dogger
Shawn DeWitt 4992
Michigan Ave,
Chicago, IL 09030
Ravens
Slim & Fast 380
Lake Michigan 2 Years9/5/2012
Website Visits
Video’s watched
EmailBehavior
Webform/ Landing
Page Visits
Web Page Visits
PDFs Download
ed
Rules-Based Communications: Example
Segment = Hot Dogger
Marina Visit in the last year
Owner of Fast Cigarette Boat
Example: Trade In/Upsell Campaign Rules:
Downloaded the PDF Spec Sheet of Cigarette Speedy 2013
Anyone that matchesour rule will get this email:
Hi Shawn –
We have September specials & Cigarette Boat Trade InsPlus we have just received new 2014 models at the Marina. Come in to test drive this weekend. These guys are FAST!
Congrats on the Bronco’s Win
Steve
The Automated Program Waits for Rule Matches
Message Senton
3/15/13
Message Senton
4/15/13
Message Senton
6/15/13
• Program actively ‘listens’ for rule match based on behaviors and data values.
• Only when there is a match is the email sent
Database Size 45,000; number of emails sent in 90 days = 300!Set it and Forget it! Staff is free to work on other projects!
38
Database Action Plan
Executive Education & Commitment - VisionReview all existing data elements for potential useTurn on Web Identity TrackingMerge Contact Lists into Master DatabaseAppend Additional Data if neededCollect more profile data via webformsLink to Related DataIntegrate CRM if neededTie to External Data
3. TechnologyManaging Individual Data
Marketing at Scale
By 2015, CMOs will buy more technology than CIOs.
Source: 2011 MLC Customer Purchase Research Survey; Marketing Leadership Council research
What Tools are in your Tool Kit?
Centralized Database
Alerts & Routing
Scoring
Automation
Segmentation
LandingPages
Webforms
Integrations
Reporting
Personalization
ProgressiveProfiling
WebTracking
LocationMarketing
4. SkillsDon’t use your mother’s marketing tactics
Marketing Department – Meet the Customer
CustomersDemand Gen
Digital / Interactive
Email Social
Search
Corp Comm
Build Our Personas
Demand Gen Operations(Data Management) Sales Leadership
Tech Non-Tech Tech Non-Tech Tech Non-Tech
Christina Ruben Steve
Goal 2 – Understand
Our Buyers
Marketing Automatio
n
CRM
Website
Direct Mail
Social
Put Buyer First
Profile Data
Relational Data
Query
Large Audience
Click Send
Shift To Individualized Campaigns
Query/Rule
Large Audience
Listening for Live Behaviors
Individual Messaging
Email Web Content
Behavioral Data
Mobile
Manual Automation
47
--Jesse Gray AVL Group eMail Marketing Manager
After automating:• 40% increase in leads• 20% more time to work on other stuff
“I’ve got to get Automated”
Digital MarketingIn Action
Netprospex
The Old WebsiteOur
Story
Our Data
Our Way
Build Our Personas
Demand Gen Operations(Data Management) Sales Leadership
Tech Non-Tech Tech Non-Tech Tech Non-Tech
Christina Ruben Steve
Goal 2 – Understand
Our Buyers
110 New Pieces of Content!
Offer LibraryGoal 3 – Build Up a
Content Library
Content Framework
InventoryAssignCategorize
DG DM SP10
ActionsB2B DM Guide
Sales Pro
SectorPlano-Gram
What Not to
Do
Try a Search
5 Strategi
es
4 Reasons
10 Cold CallsCAN SPAM
Compliance
DQ Video
Try a Search
ConfioCase Study
Why Outsourc
e
AG Saleswor
ksSD Profile
SD Profile
SP Tool Guide
Engage
Propensity
Decision
Goal 3 – Build Up a Content Library
WebsiteContent flow
WebsiteEngage Toolkit
Landing Pages
Progressive
Webforms
Dynamic Content
Automated
Programs
…and only 2 database fields
Christina’s profileDG DM SP
EngagePropensi
tyDecision
Profile Data
Christina’s profileDG DM SP
EngagePropensi
tyDecision
Profile Data
DGEngage
Christina’s profileDG DM SP
EngagePropensi
tyDecision
Profile DataEmail: [email protected] Type: B2BTech Marketer? Yes
DGEngage
Christina’s profileDM SP
Propensity
Decision
Profile DataEmail: [email protected] Type: B2BTech Marketer? Yes
DGEngage
Christina’s profileDM SP
Propensity
Decision
Profile DataEmail: [email protected] Type: B2BTech Marketer? Yes
DGEngage
Propensity
Engage
Christina’s profileDM SP
Decision
Profile Data
DGEngage
Propensity
Decision
Email: [email protected] Type: B2BTech Marketer? YesName: Christina SmithTitle: Director of Marketing
Propensity
Results to Date:1. 12.5 x increase in visit duration
2. Doubled # of pages visited
3. 30% reduction in bounce rate
4. 7% increase in conversion rate
62
Now it’s your turn to get organized
List all the categories of emails you send
Identify automation program Candidates
Leverage the whole organization
Email Channel
Promotional
Newsletters
Offers
Transactional
Order Shipment Confirmation
Password Recovery
Credit Card Failure Notification
SmartPaks Cancel Confirmation
Returns Notification
Order Delivered Confirmation
Delivery Confirmation
Order Confirmation
Lifecycle
SmartPaksWelcome
Order Reminder
Abandoned Cart
Post Purchase Review
SmartPaks Up-sell
Consumable Replenishment
Browse Behavior
ColiCare
+ 8 More
24 triggered and transactional
programs in place, ~50 unique automated
mailings/day
B2B Digital Marketing Channel
Promotional Emails
Newsletters
Offers
Transactional Emails
PDF Download
Blog RSS
Browse Abandon
Score-based Routing
Client/Prospect Online
Event Registration
Video Watched
Forgot Password
Lifecycle Emails
Welcome
Nurture
Recycle
Trial to Purchase
Event Marketing(Template)
Onboarding
Upsell/Add-ons
Inactives -Reactivation
Email Channel
Promotional Transactional Lifecycle
Build your AutomationGame Plan
66
Get Organized Action Plan
Organize all your email initiatives:• Promotional• Transactional• LifecycleLeverage Strengths Create Work-Arounds for Weaknesses
67
Automation Action Plan
Decide on Automation CandidatesDecide on Goals of ProgramDevelop Program Entry RulesDevelop ContentHand Draw Program LogicDevelop small database to test AutomationScenariosLaunch!
68
1. Get Executive Commitment for this new era of Digital Marketing
2. Build a World Class Master Database
3. Leverage your Digital Marketing Platform\
4. Become a digital marketing heavyweight
Get Intense
ebook
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Thank You!
Ellen Valentine@EllenValentine