7 WAYS TO

USE CUSTOMER DATA
AND WATCH

ENGAGEMENT SKYROCKET.
INTRO.

KARL WIRTH
CEO/FOUNDER

KIPP CHAMBERS
MARKETING ENGINEER

@wirthkarl

@lloyddobbler

linkedin.com/in/karlewirth

l...
AGENDA.
 Engage First Time Visitors on Website
 Convert Visitor to Lead
 Relevant Content for Named Leads
 Customer to...
RELEVANT BEATS GENERIC
at each customer lifecycle stage.
THE CUSTOMER LIFECYCLE.
UNENGAGED VISITOR

ENGAGED VISITOR

OUTBOUND
MARKETING
LEAD

CUSTOMER
ENGAGE FIRST TIME VISITORS.
LOCATION
Carting rate has
increased 162%
since launching
this modal.
B

REFERRING
SOURCE
3x increase in revenue
from the Pinterest
channel
CLICKS.
B

MOUSE
MOVEMENT
10x increase over the
control group in time on
the site
ENGAGE FIRST-TIME VISITORS.
 Relevance is key to good marketing
 Must know what your potential customer needs
 Even a p...
ENGAGE FIRST-TIME VISITORS.
“I just want to talk to a real person.”
- Everybody (at some point)
ENGAGE FIRST-TIME VISITORS.
CONVERT VISITOR TO LEAD.
TODAY, A WEBSITE DOES NOT RESPOND
DIFFERENTLY.
BUT A TRAVEL AGENT DOES.

f
k

RELATIONSHIP: Stayed Before
PERSONA: Family ...
USE BEHAVIORAL DATA TO RESPOND.
1. UNDERSTAND PERSONA- INTENT

2. RESPOND

4 visits to site in past week
2 checks of avail...
PERSONA
Identify
developers by
behavior and
target them
INTENT
3% of people shown this
message signed up as
leads for the upsell.
RELEVANT CONTENT
for named leads.
ENGAGE NAMED LEADS.
 When someone signs up, don’t be a black hole.

Maptia
ENGAGE NAMED LEADS.
 Rule-based system to route leads appropriately.
 If Twitter bio mentions blogger or journalist, OR ...
ENGAGE NAMED LEADS.
 Leads to this sort of
interaction.
 They’ve published a blog on
the matter, and posted it here:
htt...
FORM FIELDS
333% increase in
conversions to demo
request compared to not
switching out the CTA
PROGRESSIVE
CALL TO ACTIONS
333% increase in
conversions to demo
request compared to not
switching out the CTA
SURVEYS
Ask visitors relevant
questions about
their website
interactions – as
they happen in realtime.
CUSTOMER TO ADVOCATE.
BREAKING DOWN THE SILOS.
ENGAGE CUSTOMERS.
 An email address is no longer enough.
ROLE
STAGE IN
FUNNEL
TribeHR gives
appropriate
training videos
to the right user
FEATURE
USE
ENGAGEMENT
SCORE
Mindflash guides
users to the features
that matter most.
ENGAGEMENT
SCORE
We asked our most
engaged customers
to be a referral …
right in-app.
OUTBOUND MARKETING.
OUTBOUND MARKETING.
 Learn from your existing customers.
 How many are on Pinterest? Twitter?
 What are common characte...
OUTBOUND MARKETING.

 Guest-blogging targets

 Contests
 Push email subscribers through your funnel

 More info (& too...
CONCLUSION

DATA IS KEY TO ENGAGING
at each stage of the lifecycle.
WHAT IS FULLCONTACT?
 Person API - Add public social profile data to an email
address, phone number, Twitter handle, Face...
Evergage enables marketers to increase
conversions using real-time visitor
persona and intent data to personalize the
digi...
Q&A
www.fullcontact.com
Learn more about FullContact at

www.fullcontact.com

www.Evergage.com/Blog
Free Real-Time Persona...
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7 Ways To Use Customer Data and Watch Engagement Skyrocket

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Join FullContact and Evergage and learn how to identify, collect and aggregate customer data and turn it into 7 actionable engagement strategies you can implement today.

Efficient marketing and selling requires more information about people and companies than is typically currently captured in most marketing databases. Learn the latest tools and techniques for:
adapting your website to every visitor based on their real-time behavior (both anonymous and known)
accelerating website conversions and the generation of qualified leads
tapping into social data for improved targeting and engagement
building segments to drive content

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7 Ways To Use Customer Data and Watch Engagement Skyrocket

  1. 1. 7 WAYS TO USE CUSTOMER DATA AND WATCH ENGAGEMENT SKYROCKET.
  2. 2. INTRO. KARL WIRTH CEO/FOUNDER KIPP CHAMBERS MARKETING ENGINEER @wirthkarl @lloyddobbler linkedin.com/in/karlewirth linkedin.com/in/kippchambers
  3. 3. AGENDA.  Engage First Time Visitors on Website  Convert Visitor to Lead  Relevant Content for Named Leads  Customer to Advocate  Optimize Outbound Marketing  Q&A
  4. 4. RELEVANT BEATS GENERIC at each customer lifecycle stage.
  5. 5. THE CUSTOMER LIFECYCLE. UNENGAGED VISITOR ENGAGED VISITOR OUTBOUND MARKETING LEAD CUSTOMER
  6. 6. ENGAGE FIRST TIME VISITORS.
  7. 7. LOCATION Carting rate has increased 162% since launching this modal.
  8. 8. B REFERRING SOURCE 3x increase in revenue from the Pinterest channel
  9. 9. CLICKS.
  10. 10. B MOUSE MOVEMENT 10x increase over the control group in time on the site
  11. 11. ENGAGE FIRST-TIME VISITORS.  Relevance is key to good marketing  Must know what your potential customer needs  Even a photo can build a stronger connection
  12. 12. ENGAGE FIRST-TIME VISITORS. “I just want to talk to a real person.” - Everybody (at some point)
  13. 13. ENGAGE FIRST-TIME VISITORS.
  14. 14. CONVERT VISITOR TO LEAD.
  15. 15. TODAY, A WEBSITE DOES NOT RESPOND DIFFERENTLY. BUT A TRAVEL AGENT DOES. f k RELATIONSHIP: Stayed Before PERSONA: Family Vacationer INTENT: Explore Summer Options RELATIONSHIP: Visited Website PERSONA: Serious Gambler INTENT: Book Vegas Trip Today
  16. 16. USE BEHAVIORAL DATA TO RESPOND. 1. UNDERSTAND PERSONA- INTENT 2. RESPOND 4 visits to site in past week 2 checks of availability in last 2 hrs 15 min on events for next week But now bouncing off site Sheila: 10% off this room for next 24 hours. Book k RELATIONSHIP: Visited Website, Filled Out a Form PERSONA: Serious Gambler INTENT: Book Vegas Trip Today
  17. 17. PERSONA Identify developers by behavior and target them
  18. 18. INTENT 3% of people shown this message signed up as leads for the upsell.
  19. 19. RELEVANT CONTENT for named leads.
  20. 20. ENGAGE NAMED LEADS.  When someone signs up, don’t be a black hole. Maptia
  21. 21. ENGAGE NAMED LEADS.  Rule-based system to route leads appropriately.  If Twitter bio mentions blogger or journalist, OR has > 10K followers, route to CEO.  If Twitter bio or Klout topics mention investor, route to VP of Finance  If in Seattle, follow-up for coffee.
  22. 22. ENGAGE NAMED LEADS.  Leads to this sort of interaction.  They’ve published a blog on the matter, and posted it here: http://ful.lc/maptia-fullcontact
  23. 23. FORM FIELDS 333% increase in conversions to demo request compared to not switching out the CTA
  24. 24. PROGRESSIVE CALL TO ACTIONS 333% increase in conversions to demo request compared to not switching out the CTA
  25. 25. SURVEYS Ask visitors relevant questions about their website interactions – as they happen in realtime.
  26. 26. CUSTOMER TO ADVOCATE.
  27. 27. BREAKING DOWN THE SILOS.
  28. 28. ENGAGE CUSTOMERS.  An email address is no longer enough.
  29. 29. ROLE STAGE IN FUNNEL TribeHR gives appropriate training videos to the right user
  30. 30. FEATURE USE ENGAGEMENT SCORE Mindflash guides users to the features that matter most.
  31. 31. ENGAGEMENT SCORE We asked our most engaged customers to be a referral … right in-app.
  32. 32. OUTBOUND MARKETING.
  33. 33. OUTBOUND MARKETING.  Learn from your existing customers.  How many are on Pinterest? Twitter?  What are common characteristics of best customers?  What blogs do they read/share?
  34. 34. OUTBOUND MARKETING.  Guest-blogging targets  Contests  Push email subscribers through your funnel  More info (& tools): http://seogadget.com/fullcontact-api-excel/
  35. 35. CONCLUSION DATA IS KEY TO ENGAGING at each stage of the lifecycle.
  36. 36. WHAT IS FULLCONTACT?  Person API - Add public social profile data to an email address, phone number, Twitter handle, Facebook ID  Photos, social profile links, demographics  Build into app, or use via Excel macro  More at www.fullcontact.com/developer
  37. 37. Evergage enables marketers to increase conversions using real-time visitor persona and intent data to personalize the digital experience for every visitor. All without IT.
  38. 38. Q&A www.fullcontact.com Learn more about FullContact at www.fullcontact.com www.Evergage.com/Blog Free Real-Time Personalization Resources: www.evergage.com/resources See a Demo of Evergage www.Evergage.com/Request-a-demo twitter.com/fullcontactAPI linkedin.com/company/fullcontact-inc- twitter.com/evergage facebook.com/FullContactAPI linkedin.com/company/evergage

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