Communicating
with a Purpose
#Webinar-Purpose
presented by:
Join the Conversation #Purpose-Webinar
Webinar:
Communicating ...
Communicating
with a Purpose
#Webinar-Purpose
Please engage with this presentation
We LOVE feedback…
Open the Questions pa...
Communicating
with a Purpose
#Webinar-Purpose
What’s your best
performing digital
communication tactic?
Use #Webinar-Purpo...
Communicating
with a Purpose
#Webinar-Purpose
About Marketing Sherpa
Communicating
with a Purpose
#Webinar-Purpose
85%
What We Know: Customers Expect TRULY Personal Experience!
85% of custome...
Communicating
with a Purpose
#Webinar-Purpose
?
Communicating
with a Purpose
#Webinar-Purpose
About Bridgeline:
►  Digital Strategy
►  User-Centered Design
►  Web Applica...
Communicating
with a Purpose
#Webinar-Purpose
Communicating
with a Purpose
#Webinar-Purpose
Challenge: Getting the right
content to the right people
Communicating
with a Purpose
#Webinar-Purpose
Continue
the conversation
How To: Get fresh, high-quality content
Build
cont...
Communicating
with a Purpose
#Webinar-Purpose
Continue
the conversation
How To: Get fresh, high-quality content
Build
cont...
Communicating
with a Purpose
#Webinar-Purpose
Continue
the conversation
How To: Get fresh, high-quality content
Build
cont...
Communicating
with a Purpose
#Webinar-Purpose
Best Practices for Personalized Email
How to Effectively Implement Automated...
Communicating
with a Purpose
#Webinar-Purpose
Uses for Automated Emailers:
63%
54%
13%
11%
WELCOME THANK YOU TRIGGERED BAS...
Communicating
with a Purpose
#Webinar-Purpose
Here’s the problem…
Triggered emails can:
•  Come off the wrong way if
they ...
Communicating
with a Purpose
#Webinar-Purpose
How Triggered Emails Should Work:
Triggered emails should focus on the benefi...
Communicating
with a Purpose
#Webinar-Purpose
Best Practices for Website Segmentation
Rules for using visitors ‘cookies’ f...
Communicating
with a Purpose
#Webinar-Purpose
Most companies have a 60-80% confidence level…
which also means a 20-40% marg...
Communicating
with a Purpose
#Webinar-Purpose
Provide users with information that is relevant and
meets user needs.
Too mu...
Communicating
with a Purpose
#Webinar-Purpose
Research should be done to figure out what to say
to customers and how to say...
Communicating
with a Purpose
#Webinar-Purpose
The Anatomy of Communicating
with a Purpose
Remarketing
Email
Persuasive Con...
Communicating
with a Purpose
#Webinar-Purpose
Communicating
with a Purpose
#Webinar-Purpose
This is Mark E. Tier
Marketing Manager
IT Hiring Group
Goal: Leads and custo...
Communicating
with a Purpose
#Webinar-Purpose
A stellar whitepaper
(Tech Hiring Dos and Don’ts).
Lots of interest.
Lead gr...
Communicating
with a Purpose
#Webinar-Purpose
Avoid the lead graveyard.
Expected Tech Salaries
Pros & Cons: Working
With a...
Communicating
with a Purpose
#Webinar-Purpose
What is Persuasive Content?
Dynamic,
segmented
messaging.
Communicating
with a Purpose
#Webinar-Purpose
And it doesn’t stop at B2B.
This is Ret Ailer
Director of Marketing
Acme Wid...
Communicating
with a Purpose
#Webinar-Purpose
Initial Visit:
•  Dynamic messaging based on
navigation
•  Product Added to ...
Communicating
with a Purpose
#Webinar-Purpose
Remarketing Efforts:
•  1 Hour: Abandon Cart Email
•  Coupon & Last Chance D...
Communicating
with a Purpose
#Webinar-Purpose
Visitor Returns:
•  Completes a Purchase
•  1 Hour: Confirmation Email
•  1 D...
Communicating
with a Purpose
#Webinar-Purpose
Ongoing communication with the customer:
•  Dynamic Messaging
Based on Purch...
Communicating
with a Purpose
#Webinar-Purpose
ü  Identify primary segments
ü  Identify primary scenarios for each segmen...
Communicating
with a Purpose
#Webinar-Purpose
Communicating
with a Purpose
#Webinar-Purpose
Let’s keep talking…
#Webinar-Purpose
Thank You!
@bridgeline
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Webinar: Communicating with a Purpose

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Watch Daniel Burstein, Director of Editorial Content at MarketingSherpa, and JR Hopwood, Vice President of Digital Strategy at Bridgeline Digital, and learn about strategies and technology that allow marketers to seamlessly work customers through each stage of the sales funnel.

Attend the webinar to learn:

Best practices from MarketingSherpa
Technology & features that support marketing goals
Use cases detailing customer journeys

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Webinar: Communicating with a Purpose

  1. 1. Communicating with a Purpose #Webinar-Purpose presented by: Join the Conversation #Purpose-Webinar Webinar: Communicating with a Purpose with Daniel Burstein Director of Editorial Content, MarketingSherpa and JR Hopwood Vice President of Digital Strategy, Bridgeline
  2. 2. Communicating with a Purpose #Webinar-Purpose Please engage with this presentation We LOVE feedback… Open the Questions pane and share your thoughts.
  3. 3. Communicating with a Purpose #Webinar-Purpose What’s your best performing digital communication tactic? Use #Webinar-Purpose Or in GotoWebinar Chat.
  4. 4. Communicating with a Purpose #Webinar-Purpose About Marketing Sherpa
  5. 5. Communicating with a Purpose #Webinar-Purpose 85% What We Know: Customers Expect TRULY Personal Experience! 85% of customers would no longer buy from an organization that failed to take account of their preferences and purchasing history. Source: “Impact of having an effective Single Customer View on consumer behaviour,” (Infographic), Experian Marketing Services, 2012.
  6. 6. Communicating with a Purpose #Webinar-Purpose ?
  7. 7. Communicating with a Purpose #Webinar-Purpose About Bridgeline: ►  Digital Strategy ►  User-Centered Design ►  Web Application Development ►  Systems Integration ►  Search Engine Optimization ►  Managed Hosting Services
  8. 8. Communicating with a Purpose #Webinar-Purpose
  9. 9. Communicating with a Purpose #Webinar-Purpose Challenge: Getting the right content to the right people
  10. 10. Communicating with a Purpose #Webinar-Purpose Continue the conversation How To: Get fresh, high-quality content Build content around Value Proposition for each persona Create content around Value Proposition for becoming a customer Identify segmented content for immediate engagement Tip: Organize to ensure the database is targeted and content is balanced across different personas. Source: Byron O’Dell, Sr. Director, Demand Management, IHS; MarketingSherpa Email Summit 2014
  11. 11. Communicating with a Purpose #Webinar-Purpose Continue the conversation How To: Get fresh, high-quality content Build content around Value Proposition for each persona Create content around Value Proposition for becoming a customer Identify segmented content for immediate engagement Tip: Content takes much longer to build than technology for a multi- touch nurturing program.Source: Byron O’Dell, Sr. Director, Demand Management, IHS; MarketingSherpa Email Summit 2014
  12. 12. Communicating with a Purpose #Webinar-Purpose Continue the conversation How To: Get fresh, high-quality content Build content around Value Proposition for each persona Create content around Value Proposition for becoming a customer Identify segmented content for immediate engagement Source: Byron O’Dell, Sr. Director, Demand Management, IHS; MarketingSherpa Email Summit 2014
  13. 13. Communicating with a Purpose #Webinar-Purpose Best Practices for Personalized Email How to Effectively Implement Automated Emailers.
  14. 14. Communicating with a Purpose #Webinar-Purpose Uses for Automated Emailers: 63% 54% 13% 11% WELCOME THANK YOU TRIGGERED BASED ON WEBSITE BEHAVIOR SHOPPING CART ABANDONED Most common uses Least common uses Source: 2011 MarketingSherpa Email Marketing Benchmark Report
  15. 15. Communicating with a Purpose #Webinar-Purpose Here’s the problem… Triggered emails can: •  Come off the wrong way if they aren’t carefully executed •  An emailer should be written by people, to people. Marketers should stay professional but maintain a friendly tone. •  Become outdated or inaccurate.
  16. 16. Communicating with a Purpose #Webinar-Purpose How Triggered Emails Should Work: Triggered emails should focus on the benefits of your conversion goals for the viewer. Visit Action Reactio n
  17. 17. Communicating with a Purpose #Webinar-Purpose Best Practices for Website Segmentation Rules for using visitors ‘cookies’ for marketing purposes.
  18. 18. Communicating with a Purpose #Webinar-Purpose Most companies have a 60-80% confidence level… which also means a 20-40% margin for error. Segmentation can not distinguish between users or personality types. Source: Brittany Long, "Customer Relevance: 3 golden rules for cookie-based Web segmentation," MarketingSherpa Blog
  19. 19. Communicating with a Purpose #Webinar-Purpose Provide users with information that is relevant and meets user needs. Too much knowledge about the user can scare them away.
  20. 20. Communicating with a Purpose #Webinar-Purpose Research should be done to figure out what to say to customers and how to say it.
  21. 21. Communicating with a Purpose #Webinar-Purpose The Anatomy of Communicating with a Purpose Remarketing Email Persuasive Content Product Upsells
  22. 22. Communicating with a Purpose #Webinar-Purpose
  23. 23. Communicating with a Purpose #Webinar-Purpose This is Mark E. Tier Marketing Manager IT Hiring Group Goal: Leads and customers for IT hiring services
  24. 24. Communicating with a Purpose #Webinar-Purpose A stellar whitepaper (Tech Hiring Dos and Don’ts). Lots of interest. Lead graveyard. Conversion!
  25. 25. Communicating with a Purpose #Webinar-Purpose Avoid the lead graveyard. Expected Tech Salaries Pros & Cons: Working With a Hiring Firm 3rd-Party Report: Tech Hiring Best Practices 1 DAY Download Whitepaper 2 DAY Supporting Asset. 4DAY Email blog post. Visits site. Site promotion: Special Report. Success! Lead Contacted. Weekly Email: Thought Leadership Re-Visit: Sample IT Resources.
  26. 26. Communicating with a Purpose #Webinar-Purpose What is Persuasive Content? Dynamic, segmented messaging.
  27. 27. Communicating with a Purpose #Webinar-Purpose And it doesn’t stop at B2B. This is Ret Ailer Director of Marketing Acme Widgets Goal: Repeat Widget Buyers
  28. 28. Communicating with a Purpose #Webinar-Purpose Initial Visit: •  Dynamic messaging based on navigation •  Product Added to Cart •  Site Exit
  29. 29. Communicating with a Purpose #Webinar-Purpose Remarketing Efforts: •  1 Hour: Abandon Cart Email •  Coupon & Last Chance Display Ads •  Social Media Ads
  30. 30. Communicating with a Purpose #Webinar-Purpose Visitor Returns: •  Completes a Purchase •  1 Hour: Confirmation Email •  1 Day: Shipping Info & Upsell Email •  3 Days: Usage Guide & Useful Products
  31. 31. Communicating with a Purpose #Webinar-Purpose Ongoing communication with the customer: •  Dynamic Messaging Based on Purchase •  Related Content •  Best Way to Use Your Widget •  Dos and Don’ts of Widgets •  How Customer X Used Widgets •  Re-Fill Purchases •  Weekly Email
  32. 32. Communicating with a Purpose #Webinar-Purpose ü  Identify primary segments ü  Identify primary scenarios for each segment ü  Create digital touchpoint plan ü  Setup dynamic, persuasive content ü  Watch, learn and change
  33. 33. Communicating with a Purpose #Webinar-Purpose
  34. 34. Communicating with a Purpose #Webinar-Purpose Let’s keep talking… #Webinar-Purpose Thank You! @bridgeline
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