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JAMA Silverpop Presentation - Ellen Valentine | 9.12.13
 

JAMA Silverpop Presentation - Ellen Valentine | 9.12.13

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JAMA Silverpop Presentation - Ellen Valentine | 9.12.13. Jacksonville Digital Marketing Meetup, presented by Silverpop.

JAMA Silverpop Presentation - Ellen Valentine | 9.12.13. Jacksonville Digital Marketing Meetup, presented by Silverpop.

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  • 5 – 10 years ago – inbound marketing was fairly straightforward. You had your website – center point of demand gen and you were trying to get people to come from search as well you were sending emails to people in your database to get them to the website.
  • The customer really favors a personalized experience. Contrast walking into a Blockbuster store when they existed and walking around the store looking for a movie and coming out the other side with nothing that you want to watch with Netflix where it is so simple because you start watching movies, rating them, telling Netflix more about your tastes and preferences they start to recommend things to you which save you time and gives you a positive experience. You are incented to tell them more information because the experience just gets better.
  • Reference the keynote’s discussion
  • - Powerful, scalable, and flexible on-demand database ever offered to marketers.Get personal by knowing each customer, deeply. Profiles, PreferencesOpportunitiesand intentions.Profile, relational dataPurchase dataExtended profile data (1:many)
  • Some of us prefer to find a quiet cove to catch some fish with our friend.
  • And yet if we were a marina trying to sell boats and accessories, the typical strategy that many marketers still use to day is to batch and blast everyone the same message.
  • Or we might do a little segmentation and send a different message to Tennessee voters.
  • And a different message to Georgia Boaters. But this still falls far short of delivering the right personalized message to the right people at the right time. With Silverpop’s Engage, there is a better way.
  • Amazon has done something amazing – they have started to put an end to “the audience”. Don’t get me wrong: audiences will always be a part of marketing. But there is so much more we can do for our customers and for businesses.
  • Cut/past ‘Shawn’s’ row from slide 6 to here with the header circles. Below that , let’s have a row of behaviors: Email Behavior, Webform/Landing Page Submits, Web Page Visits, Website Visits, Video’s watched, PDFs DownloadedAnd below that a row of Related Data: Support Calls, Products Installed, Product Catalog,
  • Marketing department needs to be centered around the customer.
  • During our research we realized we have 3 distinct buyers—Christina who is a demand generation professional like me, Ruben, our marketing operations leader and Steve who heads up sales.
  • Finally, we had to combine it all together by putting buyer behavior at the center of our processes.
  • We must change our habits as marketers and move beyond tactics that drive 3% conversion to tactics that are relevant with every interaction.
  • Our website had been built to drive traders to our website—and it really worked!!! Millions of records entered our database each month. And our site was all about our data. It had served it’s purpose
  • During our research we realized we have 3 distinct buyers—Christina who is a demand generation professional like me, Ruben, our marketing operations leader and Steve who heads up sales.
  • Our challenge was not content; it was serving up the right content to the right audience at the right time. Now we wanted to serve up the right content…To the right audience…At the right time
  • We created a template for keeping track of each piece of content, a description of what it was all about, the persona it was written for and the phase of the buying cycle it was written for.
  • Silverpop makes progressive profiling on your website easy once you have your profiling strategy (both implicit and explicit) in place.
  • Starts on home page with an anonymous visitor
  • Christina is interested in finding targeted data; clicks on hidden SPOP webform that sets her persona + buying stage, which are actually fields in the SPOP DB.
  • Talk about DC as though they’re very new to SPOP – for those of you who aren’t familiar with DC, you can choose what words or images are shown based on specific rules – state it in very basic way.Shows high-levelbreakdown of how DC is generated on page. At this point we still only know Christina’s persona + buying stagePoint out title of page (Demand Gen resources) generated by persona and how buying stage influences it.She eventually tells us her email, marketer type, tech vs. non-tech so that she can download the resource.
  • Christina takes a break from the website; 3 days later, she gets a reminder email to go check out the next piece of content. Engage automated program supports this.
  • Christina clicks on email to view resource, then downloads file; pushes her to “Propensity” stage.
  • Christina later revisits the site, sees next resource at “Propensity” level, tells us more about herself, and is pushed to the Decision stage.
  • So, where has that gotten us? Site has been live for 1 month.
  • Silverpop supports companies of all sizes across a variety of industries. 1500 customers, 4000 brands, usersSome of our clients are focused on business to consumer, click to buy sales while others support complex, multi-interaction sales cycles, this brings you the best of both worlds helping to understand and incorporate best practices and innovation from both sides of marketing. We work with marketers who want to be leaders in their industries and provide measurable value to their businesses. Highlight relevant industries, peer companies, competitors (if appropriate), local companies, etc. for your audience. Consider including an industry specific slide when appropriate.
  • Silverpop’s Engage Platform leverages six key elements that allow you to dramatically transform the way you communicate with your customers and prospects.

JAMA Silverpop Presentation - Ellen Valentine | 9.12.13 JAMA Silverpop Presentation - Ellen Valentine | 9.12.13 Presentation Transcript

  • JacksonvilleAMA September 12, 2013 EllenValentine @EllenValentine
  • c Marketing has Changed “The Empowered Customer is now in control of the Business Relationship” Want the report? Search for IBM CMO Study
  • Marketing Has Changed “Should I get a _______ Or a _______”
  • Marketing Has Changed
  • The 57% Challenge 5
  • Buyers Favor Personalized Experiences VS
  • TheAmazonTailored Experience 7
  • Marketing Has Changed –You do it too!
  • 9 Feeling overloaded?
  • 10 Are you onThe “Marketing HamsterWheel”?
  • 13
  • 14
  • UnleashingthePowerofBehavioralMarketing
  • How Marketing Can LeadYour Organization
  • Tranforming the Customer Experience Vision Skills Data Technology
  • 1.Vision Understanding What’s Possible
  • 19 Your executives must have a vision for how things are changing and what is possible with the new marketing technologies Get an outside briefing if you need it! ExecutiveVision
  • 20
  • 21 Analytics DW Email Website Data Warehouse Content/ Offers Marketing Organizational/Operational Silos
  • 22 Email Website Analytics Data Content Holistic Leverage Transforms The Customer Experience IT Support Product Finance
  • 2. Data The Best ‘Actionable Database’ will win the hearts and mind of the prospects/customers/consumers
  • Get personal by easily managing everything you know about each customer – at scale. MARKETING DATABASE Stores Everything
  • c 25
  • c 26
  • c 27
  • TheTypical Strategy Batch & Blast
  • The Common Response Segmented Send: Tennessee Prospects
  • The Common Response Segmented Send Georgia Clients
  • Segments Audiences
  • Let’s build a Master Database Top Sail 40 Sailboat Slim & Fast 380 Boat Owned Target Segment Show Visits Ageof Boat Last Marina Visit Hot Dogger Family Memories Gone Fishin San Francisco Lake Michigan Miami Hampton 6/1/2005 2 Years 5 Years 6 months The richer your Master Database the more powerful, relevant and personal you’ll be. Carey Smith 1000 Gateway Drive San Francisco, CA 93820 ShawnDeWitt 4992 Michigan Ave, Chicago , IL 09030 Sheila Jones 4022 Peachtree Rd Atlanta, GA 30003 Steve Jones 888 Madison Ave, New York NY 10022 Sunset Romantic 9/5/2012 6/1/2005 2/1/2013 10 Years Family Cruiser 34 Smooth Stalker 24
  • Hot Dogger Next Capture & Append Behaviors Website Email File Website Visits Video’s watched Email Behavior Webform/ Landing Page Visits Web Page Visits PDFs Downloaded ShawnDeWitt 4992 Michigan Ave, Chicago, IL 09030 Ravens Slim & Fast 380 Lake Michigan 2 Years9/5/2012
  • Current Inventory Products Owned Product Catalog Supplement with Related Data Other Company Data External Data 5 day Weather Forecast Rep Assigned Hot Dogger ShawnDeWitt 4992 Michigan Ave, Chicago , IL 09030 Ravens Slim & Fast 380 Lake Michigan 2 Years9/5/2012 Website Visits Video’s watched Email Behavior Webform/ Landing Page Visits Web Page Visits PDFs Downloaded
  • Rules-Based Communications: Example Segment = Hot Dogger MarinaVisit in the last year Owner of Fast Cigarette Boat Example:Trade In/Upsell Campaign Rules: Downloaded the PDF Spec Sheet of Cigarette Speedy 2013
  • Anyone that matches our rule will get this email: Hi Shawn – We have September specials & Cigarette Boat Trade Ins Plus we have just received new 2014 models at the Marina. Come in to test drive this weekend. These guys are FAST! Congrats on the Bronco’s Win Steve
  • The Automated ProgramWaits for Rule Matches Message Sent on 3/15/13 Message Sent on 4/15/13 Message Sent on 6/15/13 • Program actively ‘listens’ for rule match based on behaviors and data values. • Only when there is a match is the email sent Database Size 45,000; number of emails sent in 90 days = 300! Set it and Forget it! Staff is free to work on other projects!
  • 38 Database Action Plan Executive Education & Commitment -Vision Review all existing data elements for potential use Turn onWeb IdentityTracking Merge Contact Lists into Master Database Append Additional Data if needed Collect more profile data via webforms Link to Related Data Integrate CRM if needed Tie to External Data
  • 3.Technology Managing Individual Data Marketing at Scale
  • By 2015, CMOs will buy more technology than CIOs. Source: 2011 MLC Customer Purchase Research Survey; Marketing Leadership Council research
  • WhatTools are in yourTool Kit? Centralized Database Alerts & Routing Scoring Automation Email Segmentation Landing Pages Webforms Integrations Reporting Personalization Progressive Profiling Web Tracking Location Marketing
  • 4. Skills Don’t use your mother’s marketing tactics
  • Marketing Department – Meet the Customer Customers Demand Gen Digital / Interactive Email Social Search Corp Comm
  • Build Our Personas DemandGen Operations (Data Management) Sales Leadership Tech Non-Tech Tech Non-Tech Tech Non-Tech Goal 2 – Understand Our Buyers
  • Marketing Automation CRM Website Direct Mail Social Email Put Buyer First
  • Profile Data Relational Data Query Large Audience Click Send Shift To Individualized Campaigns Query/Rule Large Audience Listening for Live Behaviors Individual Messaging Email Web Content Behavioral Data Mobile Manual Automation
  • 47 --JesseGray AVL Group eMail Marketing Manager After automating: • 40% increase in leads • 20% more time to work on other stuff “I’ve got to get Automated”
  • Digital Marketing InAction Netprospex
  • The Old Website Our Story Our Data OurWay
  • Build Our Personas DemandGen Operations (Data Management) Sales Leadership Tech Non-Tech Tech Non-Tech Tech Non-Tech Goal 2 – Understand Our Buyers
  • 110 New Pieces of Content! Offer Library Goal 3 – Build Up a Content Library
  • Content Framework Inventory Assign Categorize DG DM SP 10 Actions B2B DM Guide Sales Pro Sector Plano- Gram What Not to Do Try a Search 5 Strategie s 4 Reasons 10 Cold Calls CAN SPAM Compliance DQ Video Try a Search Confio Case Study Why Outsource AG Salesworks SD Profile SD Profile SPTool Guide Engage Propensity Decision Goal 3 – Build Up a Content Library
  • Website Content flow
  • Website Engage Toolkit Landing Pages Progressive Webforms Dynamic Content Automated Programs …and only 2 database fields
  • Christina’s profile DG DM SP Engage Propensity Decision Profile Data
  • Christina’s profile DG DM SP Engage Propensity Decision Profile Data DG Engage
  • Christina’s profile DG DM SP Engage Propensity Decision Profile Data Email: christina@company.com MarketerType: B2B Tech Marketer? Yes DG Engage
  • Christina’s profile DM SP Propensity Decision Profile Data Email: christina@company.com MarketerType: B2B Tech Marketer? Yes DG Engage
  • Christina’s profile DM SP Propensity Decision Profile Data Email: christina@company.com MarketerType: B2B Tech Marketer? Yes DG Engage PropensityEngage
  • Christina’s profile DM SP Decision Profile Data DG Engage Propensity Decision Email: christina@company.com MarketerType: B2B Tech Marketer? YesName:Christina Smith Title: Director of Marketing Propensity
  • Results to Date: 1. 12.5 x increase in visit duration 2. Doubled # of pages visited 3. 30% reduction in bounce rate 4. 7% increase in conversion rate
  • 62 Now it’s your turn to get organized List all the categories of emails you send Identify automation program Candidates Leverage the whole organization
  • Email Channel Promotional Newsletters Offers Transactional Order Shipment Confirmation Password Recovery Credit Card Failure Notification SmartPaks Cancel Confirmation Returns Notification Order Delivered Confirmation Delivery Confirmation Order Confirmation Lifecycle SmartPaks Welcome Order Reminder Abandoned Cart Post Purchase Review SmartPaks Up-sell Consumable Replenishment Browse Behavior ColiCare + 8 More 24 triggered and transactional programs in place, ~50 unique automated mailings/day
  • B2B Digital Marketing Channel Promotional Emails Newsletters Offers Transactional Emails PDF Download Blog RSS Browse Abandon Score-based Routing Client/Prospect Online Event Registration Video Watched Forgot Password Lifecycle Emails Welcome Nurture Recycle Trial to Purchase Event Marketing (Template) Onboarding Upsell/Add-ons Inactives - Reactivation
  • Email Channel Promotional Transactional Lifecycle Build your Automation Game Plan
  • 66 Get Organized Action Plan Organize all your email initiatives: • Promotional • Transactional • Lifecycle Leverage Strengths CreateWork-Arounds forWeaknesses
  • 67 Automation Action Plan Decide on Automation Candidates Decide on Goals of Program Develop Program Entry Rules DevelopContent Hand Draw Program Logic Develop small database to test Automation Scenarios Launch!
  • 68 1. Get Executive Commitment for this new era of Digital Marketing 2. Build aWorld Class Master Database 3. Leverage your Digital Marketing Platform 1. Become a digital marketing heavyweight Get Intense
  • ebook Download ebook http://www.silverpop.com/Documents/Whitepapers/2013/WP_SiriusDecisions_Vision_Skills_Data.pdf
  • Silverpop is… the unified digital marketing platform that delivers superior return on relationship powered by the deepest insight into the way each customer behaves.
  • Energy & Utilities Media Business ServicesFinancial Services Travel & Hospitality HardwareFood & BeverageNon-Profit Retail Entertainment Software Education 5,000+ Brands & 16,000+ Marketers Powered by Silverpop
  • ThankYou! EllenValentine @EllenValentine