IDM Conference Presentation - Adam Sharp & Richard Evans

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IDM Conference Presentation - Adam Sharp & Richard Evans

  1. 1. Best practises in marketingautomation for lead generationand nurturingRichard Evans and Adam Sharp
  2. 2. B2B buyer decision cycle Reconsideration SatisfactionSelection AcknowledgmentInvestigation Decision Source: R. Jolles Measurement Criteria
  3. 3. Emerging buying cycle gap ... Reconsideration Satisfaction 5%Selection Acknowledgment 79%Investigation Decision Source: R. Jolles Measurement Criteria
  4. 4. Emerging buying cycle gap ... Reconsideration SatisfactionSelection Acknowledgment2%Investigation Decision 2-3% Source: R. Jolles Measurement Criteria
  5. 5. Emerging buying cycle gap ... Reconsideration Satisfaction problemSelection Acknowledgment2%Investigation Decision 2-3% Source: R. Jolles Measurement Criteria
  6. 6. Emerging buying cycle gap ... Reconsideration Satisfaction problemSelection Acknowledgment2% problemInvestigation Decision 2-3% Source: R. Jolles Measurement Criteria
  7. 7. Emerging buying cycle gap ... Reconsideration SatisfactionSelection Acknowledgment the opportunityInvestigation Decision Source: R. Jolles Measurement Criteria
  8. 8. Marketing Marketing Automation Software Sales ReportsExecutive
  9. 9. Frustrations of a Marketing Leader 9
  10. 10. Our philosophy& methodologyNo business can accuratelypredict future revenues withoutcomplete transparency intoboth the funnel and thepipe….joined up marketing
  11. 11. Key attributes ofjoined-up-marketing thinking API Relevant (Dynamic) Content Timely too 11
  12. 12. Why Marketing Automationis an ideal platform… inbound outboun dThe web as amarketing huband NOT apassivebrochure MA Capturing the digital behaviour provides clarity of focus Visualising the CRM buyers journey
  13. 13. SMB ‘Worry Free’ c.2m units/contacts 9 countries 7 languages 5 routes to purchaseThe briefFully automate, integrated systems,integrate ‘drip’ and ‘keep in touch’ campaignsdynamic content & richer experience
  14. 14. Campaign Flow/User Journey Trend Segment Time Trend Database Micro #1 #4 #1 #4 Database POS Segment Post Purchase Survey Welcome Campaign Regular Monthly Campaigns Data put on to Trend FTP Site Default FTP site daily Customer Communications Ad Hoc Campaigns Mid Term Survey Renewal Reminders CleverTouch Data #1 #1 #4 #4 Data manipulated In Trial Segment Transformation ready for silverpop Welcome Campaign Post Trial Activate - Y #1 #1 #2 #2 Activation Segment Data uploaded Post Purchase Survey Welcome Campaign Silverpop FTP to silverpop for Site scheduled #1 #1 daily import Activate - N Survey Extended Trial Period Campaign #2 #2 Win Back Campaign New contacts Silverpop added to #8 #8 Database Database
  15. 15. Campaign‘Trend Dell - Worry Free’Overview: 1. Extensive use of dynamic content e.g. Time sensitive 2. Automated contact upload and import from Secure FTP site • From Post-purchase to IMMEDIATE prospect marketing engagement 15
  16. 16. Dynamic content in automated email 29 Days of Trial Remain 15 Days Remain 3 Days Remain 0 Days Remain 3 Days Since Expiry 7 Days Since Expiry
  17. 17. 30 Days Since Expiry
  18. 18. Progressive Profiling on Web (purl)
  19. 19. Dynamic Content (Landing Page)• Product recommendations based on progressive profiling• Products/links are all personalised so ROI can be calculated at individual level
  20. 20. Dynamic Advisor Tool- Dictates which campaign journey (of 5)prospects are taken down, includes send time optimisation. Nathan Jane Adam 20
  21. 21. Results so far• 1000’s prospects entering the marketing journey each week• email open rates average 25%, Germany 35%+• advisor tool completion rates between 26-62%• Click thru from report up to 14%, leading to significant up-sell within business clients
  22. 22. MA opportunity forMarketing Transformation Email platformsTOOLS & CRM’sCOMMSSKILLS &CONTENT Attitude INSIGHT BANT & Aptitude & Analytics 22
  23. 23. Thank youasharp@clever-touch.comrevans@silverpop.com 23
  24. 24. The 8th IDM B2B MarketingConferenceUnderstanding and EngagingCustomer 2.0

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