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Optimizing Lead Generation via Smart Marketing

Automation

Regional Managing Director Ohad Hecht

emarsys APACTwitter: @emarsysapac

emarsys Cocktail Seminar 2013

Tonight’s Agenda

MEET & GREET MIXER (6:30pm to 7pm)

SEMINAR (7pm to 8pm)• Optimizing Lead Generation• Customer lifecycle and big data• Automate for email, mobile and social

NETWORK DRINKS (8pm to 9pm)

Let’s get down to the nasty…

YOURMARKETINGHEADACHE

Scenario 1

We’ve got too much to do and not enough resources (staff, budget, or time)

Scenario 2

We are not generating enough leads(i.e. customers)

Scenario 3

We have no direction/strategy (AKA we don't know what we're doing & just pray

we've got it right!)

Scenario 4

Are you kidding?We're the god / goddesses of marketing!

We're only here to eat, drink and make merry!

Good news now…

COMPLEX MARKETING

CAN BE SIMPLESIMPLER for the marketing gods and goddesses here

Let me introduce to you

MARKETING AUTOMATION

Marketing Automation ROI

Marketing automation yields 417% INCREASE IN REVENUE

451% INCREASE IN NURTURED LEADS

who makes 40% LARGER PURCHASES

THAN NON-NURTURED LEADS

Source: Gartner and Marketing Sherpa 2012

Marketing Automation – What is it?

Smart Client segmentingLead scoring

Strategic up-sell and cross-sell

Campaign management

Scheduled Content Delivery

Metrics / Reporting

Um…

YOU SAID IT WAS SIMPLE?

Hold your horses…

IT ONLY REALLY

TAKES

ONE THING…

That’s all you need!

From where? Your best leads will come from the…

Optimizing Lead Generation

KEY: GOOD

CONTENT/OFFER + LANDING

PAGES

Example

Optimizing Lead Generation: SEO/SEM

LEADS DIRECTLY FROM

PPC CAMPAIGNS

Optimizing Lead Generation: Mobile / Apps

MORE LEADS FROM QR CODES

Optimizing Lead Generation: Mobile / Apps

...or PASSBOOK and APPs

Optimizing Lead Generation: Social Media

Turn LIKES to LEADS

Registration form after ‘Like’

Optimizing Lead Generation: Customer Contact Points

Let customers

LEARN MORE!

Tie everything together & ENGAGE with TARGETED EMAIL

These days are over!

One-message-fits-all

Just doesn’t work anymore!

The opportunity

HOW TO USE BIG DATATO MAXIMISE MARKETING

ROI

76% of companies ranked

TARGETING RECIPIENTS WITH HIGHLY RELEVANT CONTENT

as their #1 challenge

Marketing Sherpa – 2011 Email Marketing Benchmark Report

How can Big Data help?

YOU HAVE DATA. USE IT.

TREAT PEOPLE ON YOUR DATABASE DIFFERENTLY• hot leads • small spenders • deflectors• platinum buyers

but

HOW?

RFM Model and Scoring

Recency – Number of days or months since last purchase

Frequency – Number of purchases made

Monetary Value – Amount spent by customer

Example of RFM scoring

Frequency Score (1-5)

Re

cen

cy S

core

(1

-5)

Monetary Score (1-5)

When did a customer last place an order?

Recency Score:1: > 365 days2: 181 – 365 days3: 91 – 180 days4: 31 – 90 days5: < 30 days

How often has your customer ordered?

Frequency Score:1: 1 order2: 2 orders3: 3 orders4: 4 – 9 orders5: > 10 orders

Which customers are spending money?

Monetary Score:1: > $50 2: $51 – $200 3: $201 – $500 4: $501 – $1000 5: > $1000

When was the last response to an email?

Marketing Score:1: > 180 days2: 91 – 180 days3: 31 – 90 days4: 8 – 30 days5: < 7 days

Big-Data Databaseecommerce

SuppliersInventory

Website web forms

Products

Turn data….

Utilise data you have

Processes in a nutshell

…into actionable intelligence

5-Step Recipe for Marketing Automation

1. Clean Data2. Qualify your prospects3. Attach a score to each4. Create your automated flow5. Map customer stages

Marketing Automation in the Customer Lifecycle

Prospect First-time Customer

Established Customer

PremiumCustomer

Churning Customer

VIP communication

Be the first to know...

Push for 2nd order

Advantages for signing up

We miss you

You

r Aud

ienc

e (V

isito

rs)

ACQUIRE CONVERT GROW RETAIN REACTIVATE

Automate your communications!

Prospect First-timer Established VIP Lapsed

Sign-upstrategy

Welcomeprocess

First-timer

feedback

Date trigger

campaigns

Loyalty scheme

We missYou!

Marketingautomation Referral

An automation workflow example – Reactivate

An automation workflow example – Loyalty Program

Your campaign flow is set, now what?

Not just about push technologies and passive techniques

…what’s missing?

Marketing Channels

Your customers are very likely…

a multi-channel community and their phones and tablets are their first screen device

Why should you care?

Source: marketingland.com 2012

Why should you care?

64% decision makers regularly view emails on mobile

Source: We are Social SDMA Report, Oct 2012

The truth is…

Marketers simply cannot ignore

MOBILE

Current problems with websites and communications on mobile?

Messy Layout

Can’t read text

Links not easy to tap

Too much content

Too much scrolling

Images not always shown

The ideal scenario?

Life’s great

Hybrid - duck

Different visuals

Responsive Design – One Site/Email to Rule Them All

• Automate content that is optimised both desktops, tablets, and for mobile

Example 1: responsive design

Desktop Mobile

• Larger fonts• Single column layout• Bigger line spacing• Focused content• Text links converted to buttons

Original Responsive

Example 2: responsive design

Desktop Mobile

ResponsiveNormal

• Bigger fonts• 1 column layout• Bigger line spacing• Hiding content• Text links converted to buttons

Case Study: LivingSocial

Result of LivingSocial’s Responsive Design Campaign

Response rates

(opens and clicks) experienced an uplift of 40%!

Desktop Mobile

No guessing

• No need to guess if the client is mobile• Specify what content is displayed to each device

for higher conversions

In Summary

Marketers CAN eliminate many current and future challenges with • RFM• Customer Lifecycle• Process automation • Mobile content automation

Thank you

We will now be answering any questions you may have.

Regional Managing Director - APACOhad Hecht