10 Ways to Leverage the Power of Marketing Automation

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Learn interesting and very powerful applications of marketing automation that can help you become a more effective marketer

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10 Ways to Leverage the Power of Marketing Automation

  1. 1. A Digital Solutions Firm delivering Marketing and Technology Solutions New York . Toronto . Phoenix . Los Angeles . London. Dubai . New Delhi 10 Ways to Leverage the Power of Marketing Automation
  2. 2. 11 Why we are here
  3. 3. 2 1. What is Big Data? 2. How does big data affect you? 3. The three key facets of Big data 4. How toget started 5. How tointerpret and use data effectively 6. How todrive authentic customer engagement Points covered in this webinar
  4. 4. 3 What is Big Data?
  5. 5. 4 Technology > Innovation
  6. 6. 5 Technology > Innovation
  7. 7. 6 Core features of a Marketing Automation Platform Campaigns • Acquisition • Nurturing • Loyalty • Development Data • Segmentation • Data Acquisition • Data Management • Preferences Management Lead Management • Alignment • Lead Scoring • Lead Assignment • Sales Enablement Measurement • Asset Performance • Campaign Response • Direct Revenue Impact • Influenced Revenue Functionality Integrations Track Behavior
  8. 8. 77 Thinking beyond the tools
  9. 9. 88
  10. 10. 9 Buyer 2.0
  11. 11. 1010 Sources for research and comparison have exploded!
  12. 12. 11 Sources
  13. 13. 12 The new frugality Quality is important Value is in More diligent comparison shopping Greater reliance on content – details will matter more
  14. 14. 13 Customers are arriving at a decision before interacting with you
  15. 15. 14 Technology is affecting the way we communicate
  16. 16. 15 10 WAYS TO USE AUTOMATION Practical ways to leverage marketing automation
  17. 17. 1616 #1
  18. 18. 17 Events!
  19. 19. 18 Live Event – Invitation and Follow-up
  20. 20. 19 Live Event – Invitation and Follow-up
  21. 21. 20 Events!
  22. 22. 21 Online Event – Invitation and Follow-up
  23. 23. 2222 #2
  24. 24. 23 Engage with Personalization “Hello Ms YOU- SEARCHED-ON- GOOGLE-FOR-TRAVEL- DEALS-TO-THE- BAHAMAs!”
  25. 25. 24 Personalization based on behavior
  26. 26. 25 Campaign Personalization Shawn De Souza eDynamic LLC
  27. 27. 26 Campaign Personalization
  28. 28. 27 “Personal” Follow-Up
  29. 29. 28 Web Personalization - Common Scenario No linkage
  30. 30. 29 Opportunities for Web Personalization Converged Business Network Video Converged Business Network ROI CalculatorPersonalized Text Block
  31. 31. 3030 #3
  32. 32. 31 Data cleansing .
  33. 33. 32 Data cleansing .
  34. 34. 3333 #4
  35. 35. 34 Engage and Nurture… until they are ready to buy
  36. 36. 35 1. Educate your leads – Who are you? What does your organization do? How does this benefit me? 2. Establish credibility as experts 3. Be relevant to the issues of your different segments 4. Differentiate yourselves as an organization they want to communicate with, buy from, donate to It’s about building trust Lead Nurturing provides the opportunity to establish a relationship that can lead to engagement and conversions
  37. 37. 36 It’s about the Customer’s Journey Evaluate PurchaseLearn JustifyInterest Active Search Begins Solutions Identified Solutions Evaluated Against Needs Validate Decision Made Actions Web Search Review or get admin to look at product on website and collateral. Ask Personal/Social Network. Compare against current and competitive products/services Peer/Association endorsements Buying Process Questions WIFM? Do I really this? Does it fit my business needs? Can this replace my current service? What is the cost (fees)? How much can I spend on this card? Who else like me is using this product? What type of benefits is he/she seeing? How long until I can get full use of this service? Motivatio ns Rewards, Promotion, Success, Make life easy Rewards, Business Savings, Security, Service (Added Value) Relevance of Perks, Rewards etc… Confirmation of Perks Risk-free Trial Pain Points No Time Current process is very manual I have to work weekends Data is not accurate Barriers Merchant Acceptance Tied to an existing card Migrating from Existing card Merchant Acceptance Migrating from Existing card, Linking Bank accounts T&Cs Personal Liability Credit History Supplier Coverage Is it worth switching cards? Amex approval Process
  38. 38. 37 It’s about the Customer’s Journey Welcome campaigns > Follow-up Campaigns > Sales Accelerator Campaigns > Objection Campaigns > Inactive re-engagement Campaigns
  39. 39. 38 Sales Nurture Campaign Campaign is triggered when Sales nominates prospects that are stuck in a specific Opportunity Stage in the CRM system Strategy, Design and Deployment
  40. 40. 39 • Follow-up email introduces new product offering – Trial Stay to experience brand Accelerator Campaign • If contact is still active, and not connected with Membership director follow-up sent • If contact is still active, and not connected with Membership director follow-up sent
  41. 41. 4040 #5
  42. 42. 41 Create a Marketing Machine High-level orchestrated data flow - from various sources in/out of your marketing automation platform integrated with CRM
  43. 43. 42 Create a Marketing Machine High-level orchestrated data flow - from various sources in/out of your marketing automation platform integrated with CRM
  44. 44. 4343 #6
  45. 45. 44 Customer onBoarding
  46. 46. 45 Win back customers
  47. 47. 4646 #7
  48. 48. 47 Identify hot and cold leads and those in between Cold Hot
  49. 49. 48 Lead Scoring for Prioritization Determining the Buying Zone Low level of engagement (Low level of how much the lead wants to talk to us) High level of engagement (High level of differentiation driving purchase intent) High level of Profile Match (High level of how much we want to talk to the lead) The Buying Zone The only leads we should be feeding to the sales field Low level of Profile Match (Low level of how much we want to talk to lead)
  50. 50. 49 Split the Score Score Description Marketing Action A4 The right prospect but no interest. Priority but may need specific “why now” messaging. B1 Good fit and very interested. Send to sales queue for follow-up. C1 Not the idea prospect but very interested. Will they ever be a good fit? Continue to nurture. D4 Wrong Fit. No interest. Fulfill request and segment out. 49
  51. 51. 50 Over Time – Scoring as a Threshold A1 A2 A3 A4 B1 B2 B3 B4 C1 C2 C3 C4 D1 D2 D3 D4 All go to sales A1 A2 A3 A4 B1 B2 B3 B4 C1 C2 C3 C4 D1 D2 D3 D4 C2 – A1 go to sales only A1 A2 A3 A4 B1 B2 B3 B4 C1 C2 C3 C4 D1 D2 D3 D4 A1 – A3, B1 – B2, C1 go to sales only 50
  52. 52. 5151 #8
  53. 53. 52 Measurement – Predict Performance
  54. 54. 53 Test and Learn
  55. 55. 5454 #9
  56. 56. 55 Using Social
  57. 57. 56 Using location
  58. 58. 5757 #10
  59. 59. 58 Be a Hero
  60. 60. 5959 To summarize…
  61. 61. 60 1. Improving engagement: Delivering relevant experiences that keep customers or prospects engaged with your organization 2. Maintaining digital dialog: Two-way conversations using multiple channels—web, email, mobile, social media… 3. Nurturing: Move leads through the buying cycle to the point at which they are ready for sales 4. Scoring and prioritizing: Identifying those high-value customers or prospects MAPs: Leveraging the Digital Footprint Marketing Automation affords us the “situational awareness” to optimize our ability to acquire and convert customers
  62. 62. 61 Automation is Driving Conversions Eloqua noted that automated campaigns on average have a >200% higher conversion rate than batch and blast
  63. 63. 62 The Reward of Higher Revenue Best-in-Class Organizations deliver a 79% improved company wide revenue growth
  64. 64. 63 Connect with us 1-877-339-6264 www.edynamic.net contact@edynamic.net twitter.com/edynamic youtube.com/1999dynamic facebook.com/edynamic.net

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