Marketing Automation in Today's Digital Landscape
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Transcript of Marketing Automation in Today's Digital Landscape
MARKETING AUTOMATION IN TODAY’S DIGITAL LANDSCAPE
Chicago AMA Marketing Tech/SMART October 21, 2016
Steve Susina – Marketing Director @ssusina
LEAD GENERATION
LEAD SCORING
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LYONSCG
WE ARE AN eCommerce
Digital Agency
AHApplicationHosting
ASApplicationSupport
DMDigitalMarketing
DSDigitalStrategy
XDExperienceDesign
EIeCommerceImplementation
STRATEGYGoals, Objectives & Plans
HOSTINGPlatform Hosting
DESIGNUser Experience& Visual Design
REALIZEImproving
Merchandising &Performance
BUILDeCommerce
PlatformImplementations
SUPPORTApplication &Infrastructure
Support
Client Services
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Problem/Need Awareness Considera3on Purchase PostPurchase
ExperienceLoyalty/Re-purchase
Perception of the Marketing Technologist’s Job
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Reality
Source: Forrester Research/Lori Wizdo
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From Selling to Facilitating Purchasing
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HOW BUSINESS USED TO SELL
• Buy or Rent Lists
• Sort by Region/Rep
• Assign
• Make Reps Spend Their Days Cold Calling
• Profit
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Percentage of Buying Cycle Before Sales
It doesn’t matter which number is right, the point of agreement is that the customer has more control of their buying process
40%
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And its not just large purchases . . .
“Influence of Online Research Over Purchase Decisions Expanding Beyond Big Ticket Items” -- Radius GMR
Customer Buying Journey
Early Stages Middle Stages Late Stages Purchase
Create willingness to consider changing Status Quo
Consider alternative solutions (not vendor specific) Consider alternative vendors Commit, renew and
repurchase
Awareness/SEO Content Engagement Database
Social, Syndication, SEO Promotion, Event Sponsorship Content Marketing Development Events, email, Syndecated
Lead generation Marketing Automation &
CRM
Marketer Journey Orchestration
Print & Online Advertising
Webinar & Events
Demand Generation
Content & Marketing
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Thus, the need for Marketing Automation
Marketing Database Management
• Integration with CRM
Website Tracking
Marketing Asset Creation & Management
• Landing Pages
• Forms
Campaign Management
• Including Triggered Campaigns
Analytics
Make it easy to deliver:
• The right offers
• Via the right environment
• Using the right tools
To manage your:
• customer data, marketing content, and sales engagement
To achieve
• Identify prospects early in the buying cycle
• Monitor and assist them as they move through the buying cycle
• And turn them into paying customers
CustomerDatabase Marke/ng
ContentEngagementStrategy
Functional Capabilities Marketer’s Definition
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Personas Based on Demographic Analysis
We Really (Really Really Really Really) Like You. . . .
• Geography
• Industry
• Size
• Job Title/Function
• Company Revenue
• Product Use
• Business Model
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Behavioral Analytics
They Like Us! They Really Like Us!
• Visited our Website
• Looked at our Pricing Page
• Added items to a Shopping Cart
• Opened one of our Emails
• Clicked on it!
• Signed up for a Newsletter
• Registered for our event
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DYNAMIC CATEGORY 20 YEARS IN THE MAKING
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Marketing Automation Ecosystem
CAMPAIGN ORCHESTRATION
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UNDERSTANDING THE REVENUE CYCLE (OR LEAD LIFECYCLE)
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IDENTIFYING THE ANONYMOUS
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LEAD GENERATION IN THE REVENUE CYCLE
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QUALIFYING: UNDERSTANDING DIGITAL BODY LANGUAGE
WebPageVisits
FormFills
OpensSearches
Clicks
Social
Every Interaction gives us additional Demographic and Behavioral insights
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Which we then use to identify buyers who we want and who want us!
QUALIFYING: UNDERSTANDING DIGITAL BODY LANGUAGE
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Example: Nurturing Effect on Engagement:
Non-Targeted
Audience Acquisition Campaign
• 271,123 Email Invitation Messages delivered
• 14.1% Open Rate
• 1.1% Click through rate
TargetedEmails• NurturingCampaign
– 4,585Messagesdelivered– 34.7%openrate– 12.9%clickthroughrate
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QUALIFICATION & ENGAGEMENT IN THE REVENUE CYCLE
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BALANCING DEMOGRAPHIC AND BEHAVIOR FOR QUALIFICATION
The More You Want Them, The Lower the Qualification Threshold
BEHAVIOR !
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QUALIFICATION IN THE REVENUE CYCLE
LYONSCG ©2016 All rights reserved. 29 @ssusina #wineweb
SUPPORTING SALs, SQLs AND OPPORTUNIES
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ORCHESTRATING MARKETING THROUGHOUT
@ssusina #wineweb
USE CASE EXAMPLES
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New Customers Campaign
• Ac3on:RequestCampaign:WelcomeEmailSeries1. Calltoac3on:Welcome,NewCustomer!AddustoyourConnec3ons2. Calltoac3on:CometoourWebsiteforVideocontent3. Calltoac3on:SuggestedsellforaComplementaryProduct4. Calltoac3on:SendaLeNertotheEditor,CEO,WriteaReview
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Long Cycle Lead Nurturing: Right Fit/Wrong Time
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Re-engage AWOL Customers
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Reduce Registration Friction
There is an inverse relationship between number of fields and number of completions Marketo Progressive Profiling Example
• Reducing form from 9 fields to 5 field significantly increased form completion rate – 45% improvement over baseline
Theoretically, if we have enough information we can we eliminate registration form altogether
• Data exists in MAP (Name, Company, Job Title, Phone, etc.)
• Activity is monitored (Clicks link in Email)
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CONTROL: EMAIL ! FORM
• Select target list
• Send Email
• CTA direct to landing page
• Landing page has Reg Form
• Completed form represents registration for download or event
Conversion metrics at each step
• Sent, Opened, Clicked, Registered
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One Click Registration Flow
• Select target list
• Send Email
• CTA direct to landing page
• Landing page is Confirmation Message
• Marketing Automation
• Codes the Link To The Recipient
• Triggers registration on Clicked Link
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RESULTS: White Paper Offer
NormalRegistra/on One-Click
Sent 23,982 5,012
Opened 2,631(11.0%) 761(15.2%)
Clicked 589(2.5%) 73(1.46%)
Downloads 220(0.92%) 73(1.46%)
Rateofregistra/onabout1.5XBaseline
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RESULTS: Webinar Registration
NormalRegistra/on One-Click
Sent 81,503 25,369
Opened 88.9(10.9%) 1,858(11.3%)
Clicked 348(0.43%) 132(0.52%)
Registra3ons 128(0.16%) 132(0.52%)
Rateofregistra/on>3Xbaseline
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RESULTS: Infographic Download
NormalRegistra/on One-Click
Sent 9,367 10,608
Opened 1,730(18.5%) 1,855(17.5%)
Clicked 369(3.9%) 353(3.3%)
Downloads 29(0.31%) 353(3.32%)
RateofRegistra/on>10XBaseline
THANK YOU
LYONSCG is a premier eCommerce digital agency that empowers retailers, branded manufacturers and B2B merchants to realize their full eCommerce potential through strategy, design, technology and marketing services.