All information contained within this document is proprietary and confidential © Lyons Consulting Group 2014

Steve Susina | July 29, 2014 @ssusina #wineweb

WINE & WEB

LEAD GENERATION

LEAD SCORING

!"#$%&'()(*&&+( ,-."&/&00( 1#/02+&".3#/( !4"56.0&( !#07(!4"56.0&(

89:&"2&/5&(;#<.%7<()(=&>:4"56.0&(

TRADITIONAL BUYING JOURNEY

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TRANSITION from SELLING to FACILITATING PURCHASING

Age of Consumer Empowerment

•  Much of the buying process takes place before the first interaction with the vendor

Source: Marketo, Sirius Decisions, Forrester Research

BUYING JOURNEY TODAY

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And its not just large purchases

“Influence of Online Research Over Purchase Decisions Expanding Beyond Big Ticket Items” -- Radius GMR, 5/2013

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BUYING JOURNEY TODAY

Marketers Goal to Engage with Customers WHAT IS MARKETING AUTOMATION

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•  Marketing Database Management –  ?/7&@".3#/(-276(1=A(

•  Website Tracking •  Marketing Asset Creation &

Management –  8'.2%(–  ;./+2/@(!.@&0(–  B#"'0(

•  Campaign Management –  ?/5%4+2/@(C"2@@&"&+(1.':.2@/0(

•  Analytics

WHAT IS MARKETING AUTOMATION

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Marketing Automation Ecosystem MARKETING AUTOMATION ECOSYSTEM

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Evolutionary Market DYNAMIC CATEGORY 20 YEARS IN THE MAKING

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PERSPECTIVE OF THE MARKETER

•  Make it easy to deliver: –  C6&("2@67(#D&"0(–  E2.(76&("2@67(&/F2"#/'&/7(–  G02/@(76&("2@67(7##%0(

•  Manage your: –  5407#'&"(+.7.(–  '."H&3/@(5#/7&/7(–  0.%&0(&/@.@&'&/7(

•  To help you: –  ?+&/3I<(:#7&/3.%(0.%&0(:"#0:&570(

&."%<(2/(76&($4<2/@(5<5%&(–  A#/27#"(./+(.00207(76&'((

.0(76&<('#F&(76"#4@6(76&($4<2/@(5<5%&(– !"#$%&'"$%()*$+"%,$-./+"0$1&2%,*)'2$

!"#$%&'()*+$+,+#') -+(.'/01)

!%0$'0$)201+1'&'0$))3$(+$'14)

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Let’s Walk Through the Revenue Cycle

UNDERSTANDING THE REVENUE CYCLE

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IDENTIFYING THE ANONYMOUS

LEAD GENERATION IN THE REVENUE CYCLE

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QUALIFYING - UNDERSTANTDING “DIGITAL BODY LANGUAGE”

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Digital Body Language

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EVERY ONLINE ACTION TELLS US SOMETHING

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TARGETING BASED ON DEMOGRAPHICS AND BEHAVIOR

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PERSONAS BASED ON DEMOGRAPHIC ANALYSIS

We Really Like Them! •  Postal Code •  Psychographic / Lifestyle •  Company Type •  Gender / Age / Education •  Job Title

–  ;&F&%(J(1.7&@#"<(•  Undesirable

– K#"H(I#"(.(5#':&37#"(– K"#/@(?/+407"<(– K"#/@(L#$(37%&((

Customer Attractiveness

The Like Us! They Really Like Us! •  Visited Our Product Web Page

– A4%3:%&(C2'&0M(•  Looked at our Pricing •  Placed Items in Cart •  Opened/Clicked a relevant

email •  Registered for information •  Signed up for newsletter •  Undesirable

–  E2027&+(76&(1."&&"(1&/7&"(–  G/04$05"2$&(I"#'('.2%2/@(%2070((

BEHAVIORAL ANALYSIS

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N:&/(O( EFGHI) N:&/(O( JKGLI) PQO(

1%25H(7#(N:&/(O( EJGKI) 1%25H(7#(N:&/(O( JHGFI) PRO(

1%25H(O( MGFI) 1%25H(O( FEGNI) STQO(

WHY CARE ABOUT ENGAGEMENT?

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BALANCING DEMOGRAPHIC AND BEHAVIOR FOR QUALIFICATION

BEHAVIOR ! (

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EMAIL MARKETING IN THE REVENUE CYCLE

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EMAIL MARKETING IN THE REVENUE CYCLE

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COMMONLY AUTOMATED MARKETING TASKS

•  Content Marketing •  Building Targeted Lists •  Execute Campaigns •  Measure Activity •  Score Leads and Segment Further •  Pass Qualified Leads to Sales

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Automation Use Cases

Welcome / New Customer Series

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1#//&53#/0(ZX  1.%%(7#(.53#/V(1#'&(7#(#4"(K&$027&(I#"(E2+&#(5#/7&/7([X  1.%%(7#(.53#/V(U4@@&07&+(0&%%(I#"(.(1#':%&'&/7."<(!"#+457(TX  1.%%(7#(.53#/V(U&/+(.(;&\&"(7#(76&(8+27#"Y(18NY(K"27&(.(=&F2&-(

WELCOME EMAIL SERIES

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Personalized Emails & Landing Pages

1407#'&"(]"#-0&0(]"2+.%(

1.7&@#"<(

C"2@@&"&+(^]"2+.%_(8'.2%(1.':.2@/(

]"2+.%(;./+2/@(!.@&(

O%P)$%)Q#')

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LONG CYCLE NURTURING

Above the Funnel In the Funnel @ssusina #wineweb

Triggered Reengage | Latent non-customers RE-ENGAGE AWOL CUSTOMERS

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Long Cycle Lead Nurturing GOOD PROSPECT, WRONG TIMING

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Thank You

Lyons Consulting Group, LLC 20 N. Wacker Drive, Suite 1750 Chicago, IL 60606 p: 312.506.2020 f: 312.506.2022 w: www.lyonscg.com

Steve Susina MARKETING DIRECTOR p: 312.564.3196 e: ssusina@lyonscg.com t: @ssusina