0
#ETWEBINARS 
Love at First Site: 
Charming Customers 
Into Loving Your Brand 
August 21, 2014
Today’s Presenters 
Matthew Hutchison 
Sr. Director, Product Marketing 
ExactTarget Journey Management 
Sean Morrison 
Sr....
Topics We’ll Cover 
Charmed Customers Audience Developers Journey Managers 
What best practices 
are used to acquire 
new ...
The journey of 
a thousand miles begins 
with a single step. 
− Lao-Tse
Like 
Tweet 
Follow 
Subscribe 
Comment 
Share 
Pin 
A Journey of a thousand interactions…
The KISS Army runs on 
new recruits. I am 
the Uncle Sam of 
rock and roll. 
− Gene Simmons
I WANT YOU 
To buy what 
I’m selling. 
83% 
YOU WANT ME 
to deliver great 
content. 
17%
Connected 
Stores 
Connected 
Call Center 
Connected 
Associates 
Connected 
Products 
Connected 
Communities 
THE 
CONNEC...
It’s all about the journey 
Of customer interactions 
happen during a multi-event, 
multi-channel 
journey. 
Source: McKin...
Significant Business impact 
Journey-led transformations 
deliver impact across many 
key business metrics. 
More revenue,...
4 Key Themes: 
1. Don’t Acquire in a Vaccuum 
2. Think Cross-Channel 
3. Every Interaction is an Opportunity 
4. Measure a...
Want 
vs 
Need
3 
1 
2
Profile Updates 
• Add ad hoc profile data 
through polls in email and 
on-site 
• Encourage customers to 
update their pr...
#ETWEBINARS
4 Key Themes: 
1. Don’t Acquire in a Vaccuum 
2. Think Cross-Channel 
3. Every Interaction is an Opportunity 
4. Measure a...
Social Integration 
• Automated shopping via your 
Twitter stream 
• Create value in creating 
linkages
Social Integration 
• Badges are earned for 
shopping and saving. No 
check-in required. 
• Friends’ badges, purchases 
an...
Social 
Networks
Outrigger Resorts Attracts New Email Subscribers 
with Active Audiences 
Hawaii-based Outrigger Hotels and Resorts offers ...
U.S. Chamber of Commerce Efficiently Drove 
Online Opt-in with Active Audiences 
The U.S. Chamber of Commerce is the world...
4 Key Themes: 
1. Don’t Acquire in a Vaccuum 
2. Think Cross-Channel 
3. Every Interaction is an Opportunity 
4. Measure a...
Make it easy 
Create a seamless experience for 
customers using a mobile device. Interstitial 
provides instant opt-in wit...
#ETWEBINARS
#ETWEBINARS
Every Interaction
Every Interaction
Every Interaction
Every Interaction
4 Key Themes: 
1. Don’t Acquire in a Vaccuum 
2. Think Cross-Channel 
3. Every Interaction is an Opportunity 
4. Measure a...
Test. Test. Test. 
Refine Approach 
What can we do better? 
#ETWEBINARS 
Define Goals / Metrics 
What does success look li...
54% 
More likely to allocate 5% 
of budget for testing 
36% 
More likely to leverage 
automation 
88% 
More likely to leve...
Lifecycle 
Stages 
Experience 
Advertising 
Partners, Groups, Corp. 
Website 
Paid Media 
Facebook Ads & Content 
Events &...
Journey Builder 
Customer Journey Management Platform 
empowers marketers to plan, personalize and 
optimize 1:1 customer ...
Orchestrate Engagement with Journey Builder 
PLAN PERSONALIZE OPTIMIZE 
Maps 
Chart & manage a 
customer’s entire journey ...
Plan the Customer Lifecycle with Maps 
• Canvas for marketers to map 
customer journeys 
• Illustrate touch points across ...
Personalize the Customer Experience with Interactions 
• Timeline-based canvas 
• Data, random & engagement 
splits 
• Pre...
Events Goals Activities
Optimize the Performance with Metrics 
• Test and monitor the 
effectiveness of every 
interaction and campaign 
• “Last t...
Key Points 
Charmed Customers Audience Developers Journey Managers 
#ETWEBINARS 
What best practices 
are used to acquire ...
Questions? 
Matthew Hutchison 
Sr. Director, Product Marketing 
ExactTarget Journey Management 
Sean Morrison 
Sr. Marketi...
#ETWhtEtpB:I/N/AwRwSw.pinterest.com/exacttarget/audience-growth-swipe-file/
Power the 
Customer Journey 
Text “JOURNEY” to 56237 
Tips | Strategies | Trends 
*Msg&Data Rates Apply. Get 1msg/week. HE...
Experience Digital Marketing Like Never Before 
Join the journey at Connections 2014—transforming customer 
interactions i...
exacttarget.com
Love at First Site: Charm Customers into Loving Your Brand
Love at First Site: Charm Customers into Loving Your Brand
Love at First Site: Charm Customers into Loving Your Brand
Love at First Site: Charm Customers into Loving Your Brand
Love at First Site: Charm Customers into Loving Your Brand
Love at First Site: Charm Customers into Loving Your Brand
Love at First Site: Charm Customers into Loving Your Brand
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Love at First Site: Charm Customers into Loving Your Brand

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Today’s customers are always on, and always interacting. They’ve embraced cloud, social, mobile, and connected products, and they expect the companies with whom they do business to communicate with them when, where, and how they prefer. That's why now is the time to take your digital marketing campaigns to the next level. The first step is acquiring new subscribers—so you can continue the conversation, begin building new relationships, and maximize your return on marketing investment.

Register for future webinars in the The Future is Now Webinar Series: pages.exacttarget.com/thefutureisnow

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  • Active Audiences dynamically filters customer data to match and manage Facebook Custom Audiences and Twitter Tailored Audiences.

    The audiences are securely hashed and transferred to the customer’s Facebook or Twitter Ad Account. The customer then uses an advertising platform, such as Social.com to deliver relevant and targeted messages to the consumer.
  • DONE
  • DONE
  • MC Template: SMS Opt-in
    Details/Notes:
    Web Based Opt-in API
    Available Today (Y/N): Y
  • Recent study
  • Journey Builder is designed with the understanding that no two customers are alike—factors like their history, preferences, location, actions, and phase in the lifecycle make everyone unique. It supports customer-centric lifecycle campaigns based on individual, real time consumer behavior.
    Form authentic brand relationships by responding to real-time individual behaviors
    Deliver relevant content that reaches every customer when, where and how they prefer
    Leverage pre-built integrations with email, SMS, mobile push and predictive intelligence
    Use API framework to extend channels like in-app messaging, call centers, connected devices, or offline channels like direct mail


    Benefits of Journey Builder + Predictive Intelligence
    • Engage with customers at any stage of the customer journey—even after they’ve disengaged
    • Remarket to your customers and recapture lost revenue with the highest performing email or mobile campaigns
    • Increase the number of relevant touch points you have with your customers while building trust and proving to them that you’re listening
    • Deliver optimal engagement by including automated and predictive content— like personalized product recommendations and offers—in Journey Builder campaign messages.
  • Journey Builder is designed with the understanding that no two customers are alike—factors like their history, preferences, location, actions, and phase in the lifecycle make everyone unique. It supports customer-centric lifecycle campaigns based on individual, real time consumer behavior.
    Form authentic brand relationships by responding to real-time individual behaviors
    Deliver relevant content that reaches every customer when, where and how they prefer
    Leverage pre-built integrations with email, SMS, mobile push and predictive intelligence
    Use API framework to extend channels like in-app messaging, call centers, connected devices, or offline channels like direct mail


    Benefits of Journey Builder + Predictive Intelligence
    • Engage with customers at any stage of the customer journey—even after they’ve disengaged
    • Remarket to your customers and recapture lost revenue with the highest performing email or mobile campaigns
    • Increase the number of relevant touch points you have with your customers while building trust and proving to them that you’re listening
    • Deliver optimal engagement by including automated and predictive content— like personalized product recommendations and offers—in Journey Builder campaign messages.
  • Transcript of "Love at First Site: Charm Customers into Loving Your Brand"

    1. 1. #ETWEBINARS Love at First Site: Charming Customers Into Loving Your Brand August 21, 2014
    2. 2. Today’s Presenters Matthew Hutchison Sr. Director, Product Marketing ExactTarget Journey Management Sean Morrison Sr. Marketing Consultant ExactTarget Marketing Cloud @smorrison0 @gethutch #ETWEBINARS
    3. 3. Topics We’ll Cover Charmed Customers Audience Developers Journey Managers What best practices are used to acquire new members? How do they deliver a consistent, engaging experience? Who are they, and what motivates them to join?
    4. 4. The journey of a thousand miles begins with a single step. − Lao-Tse
    5. 5. Like Tweet Follow Subscribe Comment Share Pin A Journey of a thousand interactions…
    6. 6. The KISS Army runs on new recruits. I am the Uncle Sam of rock and roll. − Gene Simmons
    7. 7. I WANT YOU To buy what I’m selling. 83% YOU WANT ME to deliver great content. 17%
    8. 8. Connected Stores Connected Call Center Connected Associates Connected Products Connected Communities THE CONNECTED CUSTOMER Engagement Retail Website Search Social Other Sites App unknown known connected Customer Service Media/ Promotions Connected Devices
    9. 9. It’s all about the journey Of customer interactions happen during a multi-event, multi-channel journey. Source: McKinsey Research: Customer Journey Transformation, September 2013 >50%
    10. 10. Significant Business impact Journey-led transformations deliver impact across many key business metrics. More revenue, happier customers, at a lower cost. Source: McKinsey Research: Customer Journey Transformation, September 2013 Improve Customer Satisfaction 20% Fuel Revenue Growth 10- 15% Lower Cost to Serve 15- 20% Engage Employees 20- 30%
    11. 11. 4 Key Themes: 1. Don’t Acquire in a Vaccuum 2. Think Cross-Channel 3. Every Interaction is an Opportunity 4. Measure and Test
    12. 12. Want vs Need
    13. 13. 3 1 2
    14. 14. Profile Updates • Add ad hoc profile data through polls in email and on-site • Encourage customers to update their preferences in every email #ETWEBINARS
    15. 15. #ETWEBINARS
    16. 16. 4 Key Themes: 1. Don’t Acquire in a Vaccuum 2. Think Cross-Channel 3. Every Interaction is an Opportunity 4. Measure and Test
    17. 17. Social Integration • Automated shopping via your Twitter stream • Create value in creating linkages
    18. 18. Social Integration • Badges are earned for shopping and saving. No check-in required. • Friends’ badges, purchases and savings are displayed (linked via Facebook)
    19. 19. Social Networks
    20. 20. Outrigger Resorts Attracts New Email Subscribers with Active Audiences Hawaii-based Outrigger Hotels and Resorts offers superior service and deluxe ocean-front accommodations at hotels and resorts throughout the Pacific Rim Identify high-value customer segments based on bookings history and recent email engagement Using ExactTarget Active Audiences lookalike, Outrigger drove conversion of new email subscribers Acquired new members at 2x the likely opt-in rate, beating CPA goal by 89%
    21. 21. U.S. Chamber of Commerce Efficiently Drove Online Opt-in with Active Audiences The U.S. Chamber of Commerce is the world’s largest business organization representing the interests of more than 3 million businesses of all sizes, sectors, and regions. Using ExactTarget Active Audiences, the US Chamber of Commerce identified a set of customer segments and enabled dynamic targeting on Facebook or Twitter Reduced the CPC goal by 53%
    22. 22. 4 Key Themes: 1. Don’t Acquire in a Vaccuum 2. Think Cross-Channel 3. Every Interaction is an Opportunity 4. Measure and Test
    23. 23. Make it easy Create a seamless experience for customers using a mobile device. Interstitial provides instant opt-in without need for typing on touchscreen. Opt In email opened on mobile device Interstitial provides one-click opt-in Interstitial provides instant confirmation Welcome email delivered moments later
    24. 24. #ETWEBINARS
    25. 25. #ETWEBINARS
    26. 26. Every Interaction
    27. 27. Every Interaction
    28. 28. Every Interaction
    29. 29. Every Interaction
    30. 30. 4 Key Themes: 1. Don’t Acquire in a Vaccuum 2. Think Cross-Channel 3. Every Interaction is an Opportunity 4. Measure and Test
    31. 31. Test. Test. Test. Refine Approach What can we do better? #ETWEBINARS Define Goals / Metrics What does success look like? Define Variables What can change results? Implement Variations How do we make this work? Read Results How did we do?
    32. 32. 54% More likely to allocate 5% of budget for testing 36% More likely to leverage automation 88% More likely to leverage different departments Top 20% of Marketers
    33. 33. Lifecycle Stages Experience Advertising Partners, Groups, Corp. Website Paid Media Facebook Ads & Content Events & Sponsorships Referrals Search Online Portal Communities Call Center Social Sites & Blogs Social Listening Welcome Direct Mail New Member Orientation: -educate & inform value -progressive profiling -influence online behavior -deepen engagement thru other channels Newsletters Brand/PR Communication Pre Visit: Scheduling, Reminders, Information Post Visit: Confirmations, Receipts, Surveys Retargeting Former Member Win-back Claims & Customer Serv. Direct Mail Testing & Optimization Pro-Active Re-engage Drip for Low Engaged Members Renewal Countdown A Cohesive Strategy for Engagement Website Opt-in Day of Visit: Alerts, Member Experience Expired Policy Trigger Print Awareness Acquire On-board Retain SMS Text to Join at Events Engage 50% multi-channel, multi-event journeys!
    34. 34. Journey Builder Customer Journey Management Platform empowers marketers to plan, personalize and optimize 1:1 customer interactions across channels and devices.
    35. 35. Orchestrate Engagement with Journey Builder PLAN PERSONALIZE OPTIMIZE Maps Chart & manage a customer’s entire journey Interactions Leverage x-channel touches to drive business goals Metrics Track & optimize goal performance over time
    36. 36. Plan the Customer Lifecycle with Maps • Canvas for marketers to map customer journeys • Illustrate touch points across lifecycle stages • Prioritize engagement
    37. 37. Personalize the Customer Experience with Interactions • Timeline-based canvas • Data, random & engagement splits • Predictive Intelligence Event Triggers for Cart Abandon, Browse Abandon, Product Purchase and Affinity Change • Email, SMS, mobile push and API for creating custom online or offline channels
    38. 38. Events Goals Activities
    39. 39. Optimize the Performance with Metrics • Test and monitor the effectiveness of every interaction and campaign • “Last touch” goal attribution by day & path • Visualize which channels, messages and days are performing best
    40. 40. Key Points Charmed Customers Audience Developers Journey Managers #ETWEBINARS What best practices are used to acquire new members? How do they deliver a consistent, engaging experience? Who are they, and what motivates them to join?
    41. 41. Questions? Matthew Hutchison Sr. Director, Product Marketing ExactTarget Journey Management Sean Morrison Sr. Marketing Consultant ExactTarget Marketing Cloud @smorrison0 @gethutch #ETWEBINARS
    42. 42. #ETWhtEtpB:I/N/AwRwSw.pinterest.com/exacttarget/audience-growth-swipe-file/
    43. 43. Power the Customer Journey Text “JOURNEY” to 56237 Tips | Strategies | Trends *Msg&Data Rates Apply. Get 1msg/week. HELP for help. STOP to Stop. T&Cs avail at http://pages.exacttarget.com/etsmshelp/
    44. 44. Experience Digital Marketing Like Never Before Join the journey at Connections 2014—transforming customer interactions into exceptional brand experiences for your business For one incredible week, the world’s best marketers come together to: Explore emerging connected technologies Hear from the brightest innovators and biggest brands Experience world-class education and entertainment September 23-25 exacttarget.com/connections
    45. 45. exacttarget.com
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