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Marketing Automation: Set it, Forget it and Get Better Results!
 

Marketing Automation: Set it, Forget it and Get Better Results!

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As an event marketer, your pre and post-show event checklists often seem to grow overnight. In this webinar, Ellen Valentine will share crucial insight on how to efficiently improve your results by ...

As an event marketer, your pre and post-show event checklists often seem to grow overnight. In this webinar, Ellen Valentine will share crucial insight on how to efficiently improve your results by using Marketing Automation. She'll discuss ways that you can automate all aspects of your event marketing plans to drive higher attendance and post-event results. She'll also explain how to use dynamic content to deliver highly personalized messaging that gets results. It's a whole new approach to managing your event initiatives in 2013 that you won't want to miss.

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    Marketing Automation: Set it, Forget it and Get Better Results! Marketing Automation: Set it, Forget it and Get Better Results! Presentation Transcript

    • Behavioral Marketingfor the Modern Event Marketer Ellen Valentine @EllenValentine
    • The Common Response Batch & Blast
    • The Common Response Segmented Send: Manufacturers
    • The Common Response Segmented Send: Travel & Leisure
    • Let’s build a Master Database REGIONAL PRODUCTS ERP HQ OFFICES CRM PURCHASEDThe richer your Carey Smith 1000Master Database Gateway Drive San Francisco, CA SAN FRANCISCO IRVINE, DALLAS, PRODUCT A ATLANTAthe more powerful, 93820 Shawn DeWittrelevant and 4992 Michigan Ave, Chicago, CHICAGO PEORIA, PRODUCTS OAKBROOK A, Cpersonal you’ll be. IL 09030 Sheila Jones 4022 Peachtree Rd ATLANTA SEATTLE PRODUCTS Atlanta, GA B, C 30003 Steve Jones 888 Madison Ave, New NEW YORK FARGO, PRODUCTS York NY HOUSTON D, B 10022
    • Next Capture & Append Behaviors Shawn DeWitt 4992 Michigan CHICAGO PEORIA, PRODUCTS Ave, Chicago, OAKBROOK A, C IL 09030 Website Email Webform/ Web Page Behavior Landing Visits Page Visits Email Website Visits Video’s watched PDFs Downloaded File
    • Supplement with Related Data CHICAGO PEORIA, PRODUCTS OAKBROOK A, C Email Webform/ Web Page Behavior Landing Visits Page Visits Website Video’s PDFs Visits watched Downloaded Other Company Data 5 day Support Products Product Maint External Data Calls Installed Catalog Weather Forecast Contracts
    • The End Result?An incredibly rich CHICAGO PEORIA, OAKBROOK PRODUCTS A, Cgo to market Webform/ Email Web PageDatabase Behavior Landing Page Visits VisitsPortfolio Website Visits Video’s watched PDFs Downloaded 5 day 5 day Support Products Product Maint Weather Weather Calls Installed Catalog Forecast Contracts Forecast
    • Rules-Based Communications: A Real World Example Example: Product A Maintenance Upsell Campaign Rules: Role = technology + Product A owned + Product A Purchase Date 2011 + No Current CRM Opportunity + Industry = Chemicals + Clicked on Products Page on Website
    • Anyone that matchesour rule will get this email: Dear Shawn, Since you purchased Product A, we have listened to everyone’s enhancement requirements and we have great news. We are pleased to announce Product A+. We’d like to invite you to our exclusive launch party at the Riitz Carlton on March 23, 2013. Congrats on the Giants Win! Mark Abernathy Relationship Manager mabernathy@acmehp.com Thanks for your interest in Acme Home. Check out our latest products.
    • The Automated Program Waits for Rule Matches Message Sent on 3/15/13• Program actively ‘listens’ for rule Message match based on Sent on 4/15/13 behaviors and data values.• Only when there is a match is the email sent Message Sent on 6/15/13 Database Size 45,000; number of emails sent in 90 days = 3! Set it and Forget it! Staff is free to work on other projects!
    • The Power of Personalization - Air New Zealand
    • Personalization in Action:Air New Zealand
    • Automated, Personalized
    • 38 offices Newsletter Program: 40 versions 200 versions Read the case study: Silverpop.com > Resources 17
    • 185 Shopping Centers/43 States 24,000 Stores 18
    • Used to spend 600 Hours a Monthworking on newsletters versionsUsing Dynamic Content:• 90% Reduction in number of newsletter templates• 60% Reduction in Production Time• 12% increase in deliverability 19
    • Dynamic Content Action Plan Decide which templates can be combined by using Dynamic Content Develop If/Then Content Rules & Content Set up master templates 20
    • From Broadcast to BehaviorSophistication Behavioral Marketing Bto1 Individual Behavior-based Messages Messages (Multi-Track) Marketing Automation Rule-based Automation Time-based Automation Email Marketing Segmented Sends Batch & Blast Customer Experience
    • Marketing Automation:A Multipurpose Toolkit for Marketers Email Personalization Segmentation Automation Landing Pages Scoring Webforms Integrations Alerts & Routing Reporting Centralized Database
    • Send Reminder Emails Spouse Program ChangesNotify Track Build Registration Attendees FormsEarly BirdReminder New Registrant Welcome 23
    • Marketing Automation: Set it & Forget it Timing TemplatesRules Data Sources Automatically Send emails based on: • Registrations • Cancellations • Date Milestones 24
    • Foundation for our Success: Unified Digital Marketing Platform Corporate website 25
    • Foundation for our Success: Unified Digital Marketing Platform Registrations Track Selections Hotel BlockAdvanced Email PaymentNewsletters Pre event trainingLanding Pages Event WebsiteAutomation EmailDynamic ContentPublish to Social Rep NotificationsShare to SocialSocial Sign inSend Time OptimizationPOP-In Corporate website Social Buzz 26
    • Screen Size-apalooza!
    • Mobile Regular 64% higher CTRA/B test sent to frequent mobile openers
    • Unlocking Behavioral Marketing Automation: Moving to a Persistent Marketing Database Behavioral Contact Data Persistent Master Database Lists Purchase Product Maintenance History Catalog Contracts 29 Relational Tables
    • The Behavior Database is Built Automatically When Webtracking is Turned OnBehavioral Behaviors Captured: Data Watched a Video Downloaded a File Opened an Email Clicked on a Link Submitted a Webform Been Sent an Email Viewed a Website Viewed a Webpage 30
    • Event Data Collection via iPad
    • Sweepstakes & Scavenger HuntsRun sweepstakes and scavenger hunts based on when someone checks in to a location with Foursquare or Facebook 32
    • Confirmation Page
    • Email Confirmation
    • Participants Check-In
    • Reporting & Winner Selection
    • Built in Social Conversations Social Connect - Share to Social - Publish to Social - Social Sign-in - Social Tracking
    • Don’t be afraid to jump in
    • more information sales: Steve Mackenzie sales@etouches.com marketing & PR: Dan Murdoch marketing@etouches.com support support@etouches.com