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customer 2.0 has turned off all the noise
90% of the leads
generated leads never
close. (Sirius decisions)
nurturing according to the REAL model
it starts with customer insight
reach
engage
activate
leverage
The beginning of the
purchase period
2 months after the
purchase
half year after the
purchase
Friends offer
Tips
right tim...
•
•
•
•
•
时间触发
amy’s experience as a new member
first email and invite for WeChat
good morning! another wonderful day
new daily: different mood for everyday
where to start?
www.webpower.nl contact@webpower.nl t: 0342-423262 @webpower
Laura Nuhaan
CMO webpower
laura.nuhaan@webpower.nl
engaging marketing
what you want
to say
what they are
interested in
interaction trust
RELEVANCE
be personal
and offline
marketing automation summarized
1. build
targeted
list
2. execute
campaigns
3. measure
email/website
behaviour
4. segment
...
the customer journey has changed forever
it’s all about
the right message,
at the right time,
through the right channel
for the right person!
90% of leads never close (Sirius decisions)
75% of companies drop leads that aren’t ready to purchase immediately
90% of m...
Digital Marketing Live! 2014 - webpower - Laura Nuhaan
Digital Marketing Live! 2014 - webpower - Laura Nuhaan
Digital Marketing Live! 2014 - webpower - Laura Nuhaan
Digital Marketing Live! 2014 - webpower - Laura Nuhaan
Digital Marketing Live! 2014 - webpower - Laura Nuhaan
Digital Marketing Live! 2014 - webpower - Laura Nuhaan
Digital Marketing Live! 2014 - webpower - Laura Nuhaan
Digital Marketing Live! 2014 - webpower - Laura Nuhaan
Digital Marketing Live! 2014 - webpower - Laura Nuhaan
Digital Marketing Live! 2014 - webpower - Laura Nuhaan
Digital Marketing Live! 2014 - webpower - Laura Nuhaan
Digital Marketing Live! 2014 - webpower - Laura Nuhaan
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Digital Marketing Live! 2014 - webpower - Laura Nuhaan

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HOE BETREK JE JE KLANTEN IN DE DIGITALE WERELD?

Marketing is in de kern al decennia hetzelfde, maar de customer journey is voor altijd veranderd. De moderne klant heeft al het geschreeuw van push-marketing uitgezet. 60% van wat de klant doet gebeurt online. Daarom is het in kaart brengen van de customer journey heel belangrijk.
In deze sessie gaat Laura Nuhaan (webpower) in op de behoefte om leads te nurturen en de veranderende rol van marketing te verklaren. Ze zal best practices delen aan de hand van cases van onder andere Glamour Sales (een luxe flash-sale website uit China) die de omzet wist te verhogen door een duidelijke nurture strategie via social, mobile apps en email in te zetten.

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Transcript of "Digital Marketing Live! 2014 - webpower - Laura Nuhaan"

  1. 1. customer 2.0 has turned off all the noise
  2. 2. 90% of the leads generated leads never close. (Sirius decisions)
  3. 3. nurturing according to the REAL model
  4. 4. it starts with customer insight
  5. 5. reach
  6. 6. engage
  7. 7. activate
  8. 8. leverage
  9. 9. The beginning of the purchase period 2 months after the purchase half year after the purchase Friends offer Tips right time, right message, right person, right device turning your customers into advocates
  10. 10. • • • • •
  11. 11. 时间触发
  12. 12. amy’s experience as a new member
  13. 13. first email and invite for WeChat
  14. 14. good morning! another wonderful day
  15. 15. new daily: different mood for everyday
  16. 16. where to start?
  17. 17. www.webpower.nl contact@webpower.nl t: 0342-423262 @webpower Laura Nuhaan CMO webpower laura.nuhaan@webpower.nl
  18. 18. engaging marketing what you want to say what they are interested in interaction trust RELEVANCE
  19. 19. be personal
  20. 20. and offline
  21. 21. marketing automation summarized 1. build targeted list 2. execute campaigns 3. measure email/website behaviour 4. segment based on score leads 5. nurture leads (MQl/SQL) 6. analyse marketing/sales performance
  22. 22. the customer journey has changed forever
  23. 23. it’s all about the right message, at the right time, through the right channel for the right person!
  24. 24. 90% of leads never close (Sirius decisions) 75% of companies drop leads that aren’t ready to purchase immediately 90% of marketing content is not used (American Marketing Assoc.) Generates 50% more sales-ready leads and 33% lower cost (Forrester Research) nurture your leads and contacts
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