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Wine and Web: Marketing Automation

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Deliver the Right Message to the Right Customers at the Right Time …

Deliver the Right Message to the Right Customers at the Right Time

You've written engaging marketing content. You've created customer personas and segmented your database. Your website is optimized for conversions. You've built a large opt-in email list. Now your challenge is managing it all.

Marketing Automation is an emerging class of software that enables marketers to leverage their website, email, content and database. With marketing automation, marketers will be able to understand their customer's digital body language and establish long-lasting relationships. In this session Steve will explain how marketing automation works and why it provides benefits to marketers beyond basic email marketing platforms.

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  • 1. All information contained within this document is proprietary and confidential © Lyons Consulting Group 2014 Steve Susina | July 29, 2014 @ssusina #wineweb WINE & WEB
  • 2. LEAD GENERATION
  • 3. LEAD SCORING
  • 4. !"#$%&'()( *&&+( ,-."&/&00( 1#/02+&".3#/( !4"56.0&( !#07(!4"56.0&( 89:&"2&/5&( ;#<.%7<()(=&> :4"56.0&( TRADITIONAL BUYING JOURNEY @ssusina #wineweb
  • 5. TRANSITION from SELLING to FACILITATING PURCHASING
  • 6. Age of Consumer Empowerment •  Much of the buying process takes place before the first interaction with the vendor Source: Marketo, Sirius Decisions, Forrester Research BUYING JOURNEY TODAY @ssusina #wineweb
  • 7. And its not just large purchases “Influence of Online Research Over Purchase Decisions Expanding Beyond Big Ticket Items” -- Radius GMR, 5/2013 @ssusina #wineweb BUYING JOURNEY TODAY
  • 8. Marketers Goal to Engage with CustomersWHAT IS MARKETING AUTOMATION @ssusina #wineweb
  • 9. •  Marketing Database Management –  ?/7&@".3#/(-276(1=A( •  Website Tracking •  Marketing Asset Creation & Management –  8'.2%( –  ;./+2/@(!.@&0( –  B#"'0( •  Campaign Management –  ?/5%4+2/@(C"2@@&"&+(1.':.2@/0( •  Analytics WHAT IS MARKETING AUTOMATION @ssusina #wineweb
  • 10. Marketing Automation EcosystemMARKETING AUTOMATION ECOSYSTEM @ssusina #wineweb
  • 11. Evolutionary MarketDYNAMIC CATEGORY 20 YEARS IN THE MAKING @ssusina #wineweb
  • 12. PERSPECTIVE OF THE MARKETER •  Make it easy to deliver: –  C6&("2@67(#D&"0( –  E2.(76&("2@67(&/F2"#/'&/7( –  G02/@(76&("2@67(7##%0( •  Manage your: –  5407#'&"(+.7.( –  '."H&3/@(5#/7&/7( –  0.%&0(&/@.@&'&/7( •  To help you: –  ?+&/3I<(:#7&/3.%(0.%&0(:"#0:&570( &."%<(2/(76&($4<2/@(5<5%&( –  A#/27#"(./+(.00207(76&'(( .0(76&<('#F&(76"#4@6(76&($4<2/@(5<5%&( –  !"#$%&'"$%()*$+"%,$-./+"0$1&2%,*)'2$ !"#$%&'() *+$+,+#') -+(.'/01) !%0$'0$) 201+1'&'0$)) 3$(+$'14) @ssusina #wineweb
  • 13. Let’s Walk Through the Revenue Cycle
  • 14. UNDERSTANDING THE REVENUE CYCLE @ssusina #wineweb
  • 15. IDENTIFYING THE ANONYMOUS
  • 16. LEAD GENERATION IN THE REVENUE CYCLE @ssusina #wineweb
  • 17. QUALIFYING - UNDERSTANTDING “DIGITAL BODY LANGUAGE” @ssusina #wineweb
  • 18. Digital Body Language 5',)6+1')) 78#8$#) 9%(&)98::#) ;<'0#) 3'+(=>'#) !:8=.#) 3%=8+:) EVERY ONLINE ACTION TELLS US SOMETHING @ssusina #wineweb
  • 19. TARGETING BASED ON DEMOGRAPHICS AND BEHAVIOR @ssusina #wineweb
  • 20. PERSONAS BASED ON DEMOGRAPHIC ANALYSIS We Really Like Them! •  Postal Code •  Psychographic / Lifestyle •  Company Type •  Gender / Age / Education •  Job Title –  ;&F&%(J(1.7&@#"<( •  Undesirable –  K#"H(I#"(.(5#':&37#"( –  K"#/@(?/+407"<( –  K"#/@(L#$(37%&((
  • 21. Customer Attractiveness The Like Us! They Really Like Us! •  Visited Our Product Web Page –  A4%3:%&(C2'&0M( •  Looked at our Pricing •  Placed Items in Cart •  Opened/Clicked a relevant email •  Registered for information •  Signed up for newsletter •  Undesirable –  E2027&+(76&(1."&&"(1&/7&"( –  G/04$05"2$&(I"#'('.2%2/@(%2070(( BEHAVIORAL ANALYSIS
  • 22. 3$+0?+(?)@"($"(') A(811'('?)B0$'('#$#) C8D) N:&/(O( EFGHI) N:&/(O( JKGLI) PQO( 1%25H(7#(N:&/(O( EJGKI) 1%25H(7#(N:&/(O( JHGFI) PRO( 1%25H(O( MGFI) 1%25H(O( FEGNI) STQO( WHY CARE ABOUT ENGAGEMENT? U#4"5&V(A."H&7#(@ssusina #wineweb
  • 23. BALANCING DEMOGRAPHIC AND BEHAVIOR FOR QUALIFICATION BEHAVIOR ! ( @ssusina #wineweb
  • 24. EMAIL MARKETING IN THE REVENUE CYCLE @ssusina #wineweb
  • 25. EMAIL MARKETING IN THE REVENUE CYCLE @ssusina #wineweb
  • 26. COMMONLY AUTOMATED MARKETING TASKS •  Content Marketing •  Building Targeted Lists •  Execute Campaigns •  Measure Activity •  Score Leads and Segment Further •  Pass Qualified Leads to Sales U#4"5&V(U.%&0B402#/(
  • 27. Automation Use Cases
  • 28. Welcome / New Customer Series •  ,53#/V(=&W4&07(1.':.2@/V(K&%5#'&(8'.2%(U&"2&0( SX  1.%%(7#(.53#/V(K&%5#'&Y(*&-(1407#'&"M(,++(40(7#(<#4"( 1#//&53#/0( ZX  1.%%(7#(.53#/V(1#'&(7#(#4"(K&$027&(I#"(E2+&#(5#/7&/7( [X  1.%%(7#(.53#/V(U4@@&07&+(0&%%(I#"(.(1#':%&'&/7."<(!"#+457( TX  1.%%(7#(.53#/V(U&/+(.(;&&"(7#(76&(8+27#"Y(18NY(K"27&(.(=&F2&-( WELCOME EMAIL SERIES @ssusina #wineweb
  • 29. Personalized Emails & Landing Pages 1407#'&"( ]"#-0&0(]"2+.%( 1.7&@#"<( C"2@@&"&+( ^]"2+.%_(8'.2%( 1.':.2@/( ]"2+.%(;./+2/@( !.@&( O%P)$%)Q#') 3$4:'#);R'(R8'P) S%%.) T<<%80$&'0$) U'=%&&'0?'?) V%P0#) 5'??801)A8<#) S%%.) T<<%80$&'0$) LONG CYCLE NURTURING Above the Funnel In the Funnel @ssusina #wineweb
  • 30. Triggered Reengage | Latent non- customersRE-ENGAGE AWOL CUSTOMERS @ssusina #wineweb
  • 31. Long Cycle Lead Nurturing GOOD PROSPECT, WRONG TIMING @ssusina #wineweb
  • 32. [P( X(X(X(,/+(N/&(A#"&(C62/@((
  • 33. Thank You Lyons Consulting Group, LLC 20 N. Wacker Drive, Suite 1750 Chicago, IL 60606 p: 312.506.2020 f: 312.506.2022 w: www.lyonscg.com Steve Susina MARKETING DIRECTOR p: 312.564.3196 e: ssusina@lyonscg.com t: @ssusina