El mundo real: Profesionales de marketing que han destacado

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"El mundo real: Profesionales de marketing que han destacado." Conoce la presentación de Laurie Hood en Digital Marketing University 2013 en Ciudad de México.

En esta última sesión te mostraremos cómo puedes dar vida a los contenidos. Conoce cómo empresas similares a la tuya han dado un salto en el marketing digital mediante las estrategias y tácticas descriptas en las conferencias del día. Verás desde adentro cómo lograron vender sus programas a los directivos y conocerás casos reales y sus resultados. Estos casos del mundo real te servirán de inspiración y fuerza para convencer a tu empresa de que el status quo en marketing es inaceptable.

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El mundo real: Profesionales de marketing que han destacado

  1. 1. The Real World: Marketers Who'veTaken it Up A Notch Laurie Hood Vice President – Product Marketing Silverpop @lauriehood
  2. 2. Our next generation of Marketers? 2
  3. 3. It is all about getting it done! 3
  4. 4. What we’ve discussed today Tips & Best Practices/Tactics Client Successes Integration/Data Automation Behavioral Marketing 4
  5. 5. Play along – You too can be a rock star!
  6. 6. YouSendIt Q&A PaperStyle Agenda 3 Keys @GetVision SmartPak
  7. 7. Challenge to Client: Up and Running in 45 Days
  8. 8. Abandonment Everywhere
  9. 9. The Daily Cart Abandonment Opportunity Site visitors Registrations Lite Users CC Paywall 2,000 Pro Orders 12,000 “Cart Abandons”
  10. 10. YouSendIt - Cart Abandonment Opportunity Daily Abandonment Conversion Rate Daily Conversions Average Order Annual Business Days Initial Bookings 12,000 1% 120 $35.00 270 $1,134,000 12,000 2% 240 $35.00 270 $2,268,000 12,000 3% 360 $35.00 270 $3,402,000 @GetVision
  11. 11. Developing a 45 Day Plan Audit Day 0 Day 7 Prototype Day 14 Build the Team Kick-off Day 21 Day 22 Daily Scrum Days 22-44 Launch Day 45
  12. 12. Initial Results –Phase 1, 1 week Phase 1 Sends 71,606 Opens 12,532 Open Rate 17.50% Clicks 1130 Click-through Rate 9.02% Orders 143 Conversion Rate 12.65%
  13. 13. Initial Results –Phase 2 Phase 1 Phase 2 Lift Open Rate 17.50% 20.25% 16% Click-through Rate 9.02% 12.80% 42% Conversion Rate 12.65% 15.31% 21% Automated email - from 1 day to a few hours
  14. 14. Phase 3, Phase 4…
  15. 15. YouSendIt Q&A PaperStyle Agenda 3 Keys SmartPak
  16. 16. PaperStyle – Custom Invitations - Sending batch and blast - No targeting - Response rates declined Agency Whereoware - Analyzed site behavior - Purchase patterns - Wedding process - Created wedding timeline
  17. 17. Your wedding? Purchased wedding products Clicked on wedding link Yes No BRIDAL SEGMENT Wedding nurturing Friend’s wedding nurturing 7 days Wedding essentials 7 days Bridal shower invites 6 weeks Wedding favors 7 days Shower tableware 7 days 3 weeks Bridal party gifts Bach. invites 7 days 7 days Thank you cards Bach. tableware 7 days Nurture Program Wedding gifts
  18. 18. Web site or email click behavior drops you into Your Wedding or Friend’s Wedding nurture
  19. 19. Your Wedding Track @whereoware
  20. 20. Friend’s Wedding Track Results – Avgs Across Both Programs - Open Rate Increased - 244 % - CTR Increased - 161 % - Revenue Per Mailing Increased - 330 % @whereoware
  21. 21. YouSendIt Q&A PaperStyle Agenda 3 Keys SmartPak
  22. 22. About SmartPak • Founded by riders and horse owners for riders and horse owners • Finding a better way to administer supplements led to a quest for discovering innovative, smarter products • Convenience, peace of mind, time savings • How SmartPaks work: Benefits: • Fed right every time • Custom orders • Delivered free, monthly
  23. 23. Email Channel Promotional Transactional Lifecycle Newsletters Order Confirmation SmartPaks Welcome Offers 24 triggered and transactional programs in place, ~50 unique automated mailings/day Order Shipment Confirmation Order Delivered Confirmation Delivery Confirmation Password Recovery Order Reminder Abandoned Cart SmartPaks Up-sell Post Purchase Review Consumable Replenishment Credit Card Failure Notification SmartPaks Cancel Confirmation Browse Behavior Returns Notification ColiCare + 8 More
  24. 24. Browse / Process Abandonment: Expressing Interest Sent Delivered Opened Clicked Product Views Cart Additions Checkouts Orders Revenue Units
  25. 25. Browse Behavior • 37.6% Open Rate • 7.35% CTR • $0.44 Rev/Email
  26. 26. Website Browse Behavior Example Thank You!
  27. 27. 1 day 1. Wizard Overview Try wizard 1 day 2. Started Wizard 3. Completed Wizard 3 days Almost Done… 1 day It will help you 3 days Wizard Results 1 day 4. Add to Cart Marketing Automation Why you should 5. Placed Order 3 days Did you forget Thank You Custom for you x days x days …. ….
  28. 28. SmartPak Email Program Email Volume Promotional 88% • ~2MM+ emails sent, per month • Email generates 30% of all online marketing revenue Transact. & Triggered 12% • Healthy transactional and triggered email program drives high return Email Revenue Promotional 70% 4 years ago = 2% volume / 1% revenue Today Volume = 6X; Revenue = 30X Transact. & Triggered 30%
  29. 29. YouSendIt Q&A PaperStyle Agenda 3 Keys SmartPak
  30. 30. Mgmt Go Big & Buy-in Go Fast Add & Optimize 3 Keys – to take it up a notch 31
  31. 31. Why Cart Abandonment 1. Get management buy-in
  32. 32. Demonstrate the ROI Expecting ROI Positive in year 1! Year 1 Sales from Triggered Emails Cost (ESP, Analytics Integration, etc.) ROI Year 2 Year 3 $500,000 $750,000 $1,000,000 $50,000 $55,000 $55,000 $10 $14 $18
  33. 33. 2. Solve your biggest business problem first!
  34. 34. What’s Your Fulcrum Point? Loyalty Program More Automation Site Abandonment Freemium Cart abandonment Club Members
  35. 35. 3. Add new programs and optimize
  36. 36. Don’t try to be perfect …
  37. 37. Focus on “starting” – not “Best” practices
  38. 38. …and take it up a notch … 39
  39. 39. … so you can spend more time on the beach!
  40. 40. Gracias! Laurie Hood lhood@silverpop.com

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