Using marketing automation tooptimize sales across online and offlineJohn Watton, Director Global Brand & Marketing12 Octo...
http://slidesha.re/wattonJUMP
➜Online/Offline➜Marketing Automation➜Some examples➜SummaryAgenda
Online?
Rome
+,                       -       .)&/"(012%30&"($*(%&       -3%&!"##"$%&(&)((*&       ,3-4%$&4*-&-&2"5*$%&       +%4*/%   ...
%age of travel bookedonline (travel agency &via airlines)?A: 80%B: 60%C: 40%D: 20%
Offline boosts online                        ★ Offline average booking                        value is 160% of online     ...
Airlines  Search businessesOnline Travel Agencies
Marketing managesthe long tail
(offline) sales &(online) marketingalignment
Agree a handshake
Marketingautomation bridgesthe gap
Marketing automation > the benefits                         Before                                 AfterE-Mail            ...
Optimize > Lead Nurturing/Scoring
Optimize > Process, process, process★ Strong working relationship    with sales★ Defined process★ Concept of a Marketing  ...
Optimize > Process, process, process★ Strong working relationship    with sales★ Defined process★ Concept of a Marketing  ...
Optimize > Contact BuildingBefore: Previous campaign to update client mailing address took 1 week toexecute and 4 weeks of...
Optimize > Communication
Optimize > Direct mail integration
Once the package is delivered,Marketing automation triggers…
Recipient & lead owner emailed
Optimize > Turn offline events into    online campaignsSource: The Inbound Marketing Trade Show Planning Guide, Hubspot, O...
Optimize > Lead nurturing 1726                    1182                     290                    197             Download...
Revenue Performance ManagementTransform and evolve how marketing and sales work together to adopt RevenuePerformance Manag...
Summary
Online = offline
Work collaborativelywith sales
Talk the language ofsales
Don’t be afraid toexperiment
Thank youhttp://slidesha.re/wattonJUMP                                email: jwatton@expedia.com                          ...
Using marketing automation to optimise sales across online and offline
Using marketing automation to optimise sales across online and offline
Using marketing automation to optimise sales across online and offline
Using marketing automation to optimise sales across online and offline
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Using marketing automation to optimise sales across online and offline

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Presentation at JUMP 2011 Conference, 12th October 2011, London.

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  • Today’s hotel shopper is one of the most demanding customers in any market in the world.\n\nSince we started selling hotels online 15 yeas ago, customer expectations have risen steadily on all fronts. People want:\n\nSpeed – results from their search query in seconds\nChoice – not five hotels hundreds are needed to get the match right\nPrice – today, they’re keen competitive price shoppers. Deals sell. If you don’t have them, someone else will.\nQuality – consumer reviews & ratings are essential – the top purchase influencer online (why Trip Advisor is so popular)\nClarity – they want detailed information on every property, room and neighbourhood\nSupport – many still want to talk about their choice and all expect personal support post-purchase\n\nA hotel partner that can’t live up to these demands is going to let your customers down and damage your brand.\nThese may be ancillary revenues but, to your customers, they’re a critically important part of their trip.\n
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  • Everyday there are millions of holiday searches made on the Internet.\nCumulatively, these holiday shoppers will spend billions of dollars on hotels.\nAs an online travel agency, you are after as big a cut of that as possible, by providing a traveller-preferred service.\nThe only people you want to talk to are those who can contribute to this, your bottom line and your success with your customers online.\n
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  • We talk about our inventory as covering the best locations, at the best prices, basically, everywhere.\n\nBut what’s key to you is that this inventory fits into your overall offering.\n\nFor some clients, we offer hotels on a non-exclusive basis.\nOthers use our hotel supply as a supplement to increase the geographical breadth of their offering.\nFinally, some sites combine our API with others’ to present the best offers anywhere.\n
  • You never want to feel alone with a problem.\n\nWe offer dedicated support to partner sites.\n\nIf or when you run into a problem, we won’t rest until we’ve sorted it out.\n
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  • We talk about our inventory as covering the best locations, at the best prices, basically, everywhere.\n\nBut what’s key to you is that this inventory fits into your overall offering.\n\nFor some clients, we offer hotels on a non-exclusive basis.\nOthers use our hotel supply as a supplement to increase the geographical breadth of their offering.\nFinally, some sites combine our API with others’ to present the best offers anywhere.\n
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  • We talk about our inventory as covering the best locations, at the best prices, basically, everywhere.\n\nBut what’s key to you is that this inventory fits into your overall offering.\n\nFor some clients, we offer hotels on a non-exclusive basis.\nOthers use our hotel supply as a supplement to increase the geographical breadth of their offering.\nFinally, some sites combine our API with others’ to present the best offers anywhere.\n
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  • Using marketing automation to optimise sales across online and offline

    1. 1. Using marketing automation tooptimize sales across online and offlineJohn Watton, Director Global Brand & Marketing12 October, 2011
    2. 2. http://slidesha.re/wattonJUMP
    3. 3. ➜Online/Offline➜Marketing Automation➜Some examples➜SummaryAgenda
    4. 4. Online?
    5. 5. Rome
    6. 6. +, - .)&/"(012%30&"($*(%& -3%&!"##"$%&(&)((*& ,3-4%$&4*-&-&2"5*$%& +%4*/% ,&"$&1 ./0 C"5*$%&0%-3/D%0&D-0&-& #(./#&"$0$ .)&,/-0%$%/1&#"&"($*(%&,"& !"#$%&(")*("*&#"* +$%,$%-*-2"3,&,-4*(#&-& ,/*56"13/%07&8/"(01$,-(/9&:1$9&;<<=>&?-33*0&@(,%3-/,*4%&:1(%&;<A<B&& !""#$%&"()*+%(,*-$ Source: Google Presentation, EyeForTravel TDS NA, Sep 2011 12)!
    7. 7. %age of travel bookedonline (travel agency &via airlines)?A: 80%B: 60%C: 40%D: 20%
    8. 8. Offline boosts online ★ Offline average booking value is 160% of online booking value ★ Conversion rate increased by 30% with number placementSource: Expedia, 2009
    9. 9. Airlines Search businessesOnline Travel Agencies
    10. 10. Marketing managesthe long tail
    11. 11. (offline) sales &(online) marketingalignment
    12. 12. Agree a handshake
    13. 13. Marketingautomation bridgesthe gap
    14. 14. Marketing automation > the benefits Before AfterE-Mail Manual, Batch and Blast Automated, empoweredLanding Slow, manual and no tracking Rapid and trackedPagesLead Time-consuming, missing opportunity Seamless and smartAccuracy no scoring or prioritization Leads scoring in placeWebsitemonitoring Lacking visibility Digital behavior guides Sales actionDisparate Cohesive experienceMarketing Disjointed customer experience, inefficient tools for clients and prospectsPrograms
    15. 15. Optimize > Lead Nurturing/Scoring
    16. 16. Optimize > Process, process, process★ Strong working relationship with sales★ Defined process★ Concept of a Marketing Qualified Prospect ★ Establishes criteria for “handshake” between marketing & sales★ Generate & recycle
    17. 17. Optimize > Process, process, process★ Strong working relationship with sales★ Defined process★ Concept of a Marketing Qualified Prospect ★ Establishes criteria for “handshake” between marketing & sales★ Generate & recycle
    18. 18. Optimize > Contact BuildingBefore: Previous campaign to update client mailing address took 1 week toexecute and 4 weeks of data entry. Results: 420 new pieces of information.After: This campaign took just 3 business days to execute. Results: 1,499 piecesof information, 82 new client names and expanded our opt-in list by 14.5%
    19. 19. Optimize > Communication
    20. 20. Optimize > Direct mail integration
    21. 21. Once the package is delivered,Marketing automation triggers…
    22. 22. Recipient & lead owner emailed
    23. 23. Optimize > Turn offline events into online campaignsSource: The Inbound Marketing Trade Show Planning Guide, Hubspot, Oct11
    24. 24. Optimize > Lead nurturing 1726 1182 290 197 Downloads Visits web Requests Thought Piece Solutions page Product Callback Pass toLeadership Overview Overview Sales Piece Video★ Number of web visitors up 59% (quantity up);★ Page views up 70%; and average time on site up 25% (quality up).★ LinkedIn and facebook went from zero to being in our top 20 site referrers in 3 months.★ The number of sales-ready leads passed to Sfdc Win report sales went up 400%
    25. 25. Revenue Performance ManagementTransform and evolve how marketing and sales work together to adopt RevenuePerformance Management and accelerate predictable revenue growth.
    26. 26. Summary
    27. 27. Online = offline
    28. 28. Work collaborativelywith sales
    29. 29. Talk the language ofsales
    30. 30. Don’t be afraid toexperiment
    31. 31. Thank youhttp://slidesha.re/wattonJUMP email: jwatton@expedia.com twitter: @jwatton skype: j.watton
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