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           ...
Next Capture & Append Behaviors               Shawn DeWitt                   4992                 Michigan      CHICAGO   ...
Supplement with Related Data                          CHICAGO     PEORIA,                   PRODUCTS                      ...
The End Result?An incredibly rich   CHICAGO     PEORIA,                                OAKBROOK                           ...
Rules-Based Communications: A Real World Example  Example: Product A Maintenance Upsell Campaign Rules:             Role =...
Anyone that matchesour rule will get this email:                                Dear Shawn,                               ...
The Automated Program Waits for Rule Matches                                                                     Message  ...
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: ...
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    newsle...
Dynamic Content Action Plan  Decide which templates can be combined by  using Dynamic Content  Develop If/Then Content Rul...
From Broadcast to BehaviorSophistication                 Behavioral Marketing                                             ...
Marketing Automation:A Multipurpose Toolkit for Marketers                                          Email   Personalization...
Send Reminder Emails   Spouse Program ChangesNotify Track                                 Build Registration Attendees    ...
Marketing Automation: Set it & Forget it     Timing   TemplatesRules                      Data                          So...
Foundation for our Success: Unified Digital          Marketing Platform                                      Corporate    ...
Foundation for our Success:                 Unified Digital Marketing Platform                                          Re...
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                          ...
The Behavior Database is Built Automatically            When Webtracking is Turned OnBehavioral        Behaviors Captured:...
Event Data Collection via iPad
Sweepstakes & Scavenger HuntsRun sweepstakes and scavenger hunts based on when someone checks in to a                  loc...
Confirmation Page
Email Confirmation
Participants Check-In
Reporting & Winner Selection
Built in Social Conversations                            Social Connect                        -    Share to Social       ...
Don’t be afraid to jump in
more information             sales: Steve Mackenzie               sales@etouches.com          marketing & PR: Dan Murdoch ...
Marketing Automation: Set it, Forget it and Get Better Results!
Marketing Automation: Set it, Forget it and Get Better Results!
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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 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!

  1. 1. Behavioral Marketingfor the Modern Event Marketer Ellen Valentine @EllenValentine
  2. 2. The Common Response Batch & Blast
  3. 3. The Common Response Segmented Send: Manufacturers
  4. 4. The Common Response Segmented Send: Travel & Leisure
  5. 5. 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
  6. 6. 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
  7. 7. 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
  8. 8. 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
  9. 9. 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
  10. 10. 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.
  11. 11. 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!
  12. 12. The Power of Personalization - Air New Zealand
  13. 13. Personalization in Action:Air New Zealand
  14. 14. Automated, Personalized
  15. 15. 38 offices Newsletter Program: 40 versions 200 versions Read the case study: Silverpop.com > Resources 17
  16. 16. 185 Shopping Centers/43 States 24,000 Stores 18
  17. 17. 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
  18. 18. 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
  19. 19. 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
  20. 20. Marketing Automation:A Multipurpose Toolkit for Marketers Email Personalization Segmentation Automation Landing Pages Scoring Webforms Integrations Alerts & Routing Reporting Centralized Database
  21. 21. Send Reminder Emails Spouse Program ChangesNotify Track Build Registration Attendees FormsEarly BirdReminder New Registrant Welcome 23
  22. 22. Marketing Automation: Set it & Forget it Timing TemplatesRules Data Sources Automatically Send emails based on: • Registrations • Cancellations • Date Milestones 24
  23. 23. Foundation for our Success: Unified Digital Marketing Platform Corporate website 25
  24. 24. 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
  25. 25. Screen Size-apalooza!
  26. 26. Mobile Regular 64% higher CTRA/B test sent to frequent mobile openers
  27. 27. 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
  28. 28. 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
  29. 29. Event Data Collection via iPad
  30. 30. Sweepstakes & Scavenger HuntsRun sweepstakes and scavenger hunts based on when someone checks in to a location with Foursquare or Facebook 32
  31. 31. Confirmation Page
  32. 32. Email Confirmation
  33. 33. Participants Check-In
  34. 34. Reporting & Winner Selection
  35. 35. Built in Social Conversations Social Connect - Share to Social - Publish to Social - Social Sign-in - Social Tracking
  36. 36. Don’t be afraid to jump in
  37. 37. more information sales: Steve Mackenzie sales@etouches.com marketing & PR: Dan Murdoch marketing@etouches.com support support@etouches.com
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