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10 Things to Automate Today
Us: Whereoware       Online strategy, design,       development + marketing       The stats:       • Eleven years in the b...
A few of our clients…           Twitter: @whereoware
Marketing automation• Defined: a software platform  designed to automate  repetitive tasks• Traditionally focused on lead ...
Automated targeted emailsThey work!                                     Average                                 Order     ...
We drink our own champagne          Twitter: @whereoware
Agenda           10 THINGS TO AUTOMATE                –   Lead follow-up                –   Customer follow-up            ...
Lead follow-upDefined: a series of emailsproviding leads usefulinformation about productsor servicesGoals:• Ensure all lea...
Lead follow-up: exampleAtlantic: specialize in tradeshow exhibitsTheir problem: didn’t knowwhat to do with their CRMprospe...
Atlantic: lead flow                                              3 days                  0 days                           ...
Atlantic           Twitter: @whereoware
Atlantic           Twitter: @whereoware
Atlantic           Twitter: @whereoware
Atlantic: super opt in             Twitter: @whereoware
Atlantic: super opt in             Twitter: @whereoware
Customer follow-upDefined: a series ofemails providingcustomers with usefulinformation about yourproducts or servicesGoals...
Customer follow-up: exampleBullhorn®: web-basedrecruiting and staffing softwareTheir problem: engagingcustomers immediatel...
Bullhorn: customer flow                                0 days             CUSTOMER                                        ...
Bullhorn: inactive customer                                   Main call to                                   action: start...
Bullhorn: social connect                                   Dynamically created                                   based on ...
WelcomeDefined: email sent Xnumber of hours/days after avisitor signs up for yourwebsite/email listGoals:• Engage customer...
Welcome                                 Email triggered                                 when a visitor                    ...
Welcome                                 Email triggered                                 when a visitor                    ...
RemindersDefined: remind users ofimportant dates,appointments, or formsthat need to be filled outGoals:• Encourage reorder...
RemindersThanks forregisteringNeed businesscredentialsbeforeaccessingwebsiteDownloadCredentialsForm                Twitter...
RemindersNeed businesscredentialsbeforeaccessingwebsite.DownloadCredentialsForm                Twitter: @whereoware
Product review/surveyDefined: email sent Xnumber of days/weeksafter a visitor ordersGoals:• Encourage social  interaction ...
Product review/survey   Main call to   action: review   recent purchase   Personalized   with product   purchased         ...
MilestonesDefined: email sent Xnumber of days/weeksbefore a significant date:birthdays, anniversaries,the day a business s...
Milestones  Strengthensrelationship with   customers  Incentive to   purchase                    Twitter: @whereoware
Loyalty programDefined: incentive emailsent when a certainbusiness goal has beenmet (number ofpurchases, revenue, visits,e...
Loyalty program    Email sent atdifferent purchasing     milestones Dynamic images based on type of     retailer Personali...
Loyalty program Sends an email atdifferent purchasing     milestones Dynamic images based on type of     retailer Personal...
AbandonmentDefined: email sent Xnumber of hours/days after avisitor has stopped engagingwith your companyGoals:• recapture...
Abandoned cart                  Defined: email sent out                  hours to two days after a                  user p...
Abandoned cart: example                                 Remind users they                                 have something i...
Abandoned web page                 Defined: email sent out                 hours to two days after a                 user ...
Abandoned web page: exampleWEBPAGE                    EMAIL          Twitter: @whereoware
Abandoned demoDefined: an email sent out12 hours to two days after ademo was abandonedGoal:• Get users to finish the  demo...
Abandoned demo: example                                 Personalized with                                    their name   ...
Key takeaways• Good data is key• Think outside the box• Test, Test, Test                Twitter: @whereoware
Questions   MORE INFOSlides available at:www.slideshare.net/whereowareMore best practices: portal.silverpop.com GET IN TOU...
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2012 Silverpop Agent ROI - Whereoware: 10 Things to Automate Today

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Transcript of "2012 Silverpop Agent ROI - Whereoware: 10 Things to Automate Today"

  1. 1. 10 Things to Automate Today
  2. 2. Us: Whereoware Online strategy, design, development + marketing The stats: • Eleven years in the business • Work with B2B services, B2B product, + B2C companies • The Whereoware philosophy: 1-to-1 marketing - targeted, personalized, automated • Silverpop partner • 2011 agency partner of the year • Worked with Silverpop for six plus years • 35 Silverpop clients • Find us on twitter: @whereoware Twitter: @whereoware
  3. 3. A few of our clients… Twitter: @whereoware
  4. 4. Marketing automation• Defined: a software platform designed to automate repetitive tasks• Traditionally focused on lead generation, but it can be used for so much more!• Automated, targeted emails work best when you create a personalized experience for the end user Twitter: @whereoware
  5. 5. Automated targeted emailsThey work! Average Order Open Click Bounce Average Per Visit Averages Time on Conversion Rate Rate Rate Value Spent Value Site Rate Automated, 52% 45% 8 minutes 20% $499 4% $15 Targeted Mailings Normal Mailing 35% 28% 6.5 minutes 26% $387 1% $12 Difference 49% 60% 23% -23% 29% 300% 25%* All data taken from Whereoware clients Twitter: @whereoware
  6. 6. We drink our own champagne Twitter: @whereoware
  7. 7. Agenda 10 THINGS TO AUTOMATE – Lead follow-up – Customer follow-up – Welcome – Reminders – Product reviews/surveys – Milestones – Loyalty programs – Abandoned cart – Abandoned web page – Abandoned demo/webinar Twitter: @whereoware
  8. 8. Lead follow-upDefined: a series of emailsproviding leads usefulinformation about productsor servicesGoals:• Ensure all leads get follow-up• Nurture them into sales qualified leads Twitter: @whereoware
  9. 9. Lead follow-up: exampleAtlantic: specialize in tradeshow exhibitsTheir problem: didn’t knowwhat to do with their CRMprospectsSolution: systematic,automated lead follow-upsystem Twitter: @whereoware
  10. 10. Atlantic: lead flow 3 days 0 days NURTURE LEAD ENTERS WELCOME EMAIL #1 4 days 7 days NURTURE 7 days NURTURE SUPER OPT IN EMAIL #2 EMAIL #3 FUNNEL All Other Campaigns: Did You Know, See Our Showroom, Needs, Solutions, Minishow invites, etc. Twitter: @whereoware
  11. 11. Atlantic Twitter: @whereoware
  12. 12. Atlantic Twitter: @whereoware
  13. 13. Atlantic Twitter: @whereoware
  14. 14. Atlantic: super opt in Twitter: @whereoware
  15. 15. Atlantic: super opt in Twitter: @whereoware
  16. 16. Customer follow-upDefined: a series ofemails providingcustomers with usefulinformation about yourproducts or servicesGoals:• Get customers engaged with your product or services• Upsell Twitter: @whereoware
  17. 17. Customer follow-up: exampleBullhorn®: web-basedrecruiting and staffing softwareTheir problem: engagingcustomers immediately andupsellingSolution: systematic,automated customer follow-up Twitter: @whereoware
  18. 18. Bullhorn: customer flow 0 days CUSTOMER WELCOME ENTERS Has not logged in Has not connected social Active customer 2 days 2 days 8 days CONNECT ALL INACTIVE NEW UPGRADE YOUR SOCIAL CUSTOMER CAMPAIGNS 2 days ACCOUNTS 8 days 8 days Twitter: @whereoware
  19. 19. Bullhorn: inactive customer Main call to action: start using Bullhorn Secondary call to action: need help Twitter: @whereoware
  20. 20. Bullhorn: social connect Dynamically created based on the social networks they have connected Twitter: @whereoware
  21. 21. WelcomeDefined: email sent Xnumber of hours/days after avisitor signs up for yourwebsite/email listGoals:• Engage customers immediately• Reassure customers that you have received their request• Inform customers of email benefits Twitter: @whereoware
  22. 22. Welcome Email triggered when a visitor signs up Describes email benefitsJohn, Requests additional information Twitter: @whereoware
  23. 23. Welcome Email triggered when a visitor signs up Describes email benefits Promotes social media sites Twitter: @whereoware
  24. 24. RemindersDefined: remind users ofimportant dates,appointments, or formsthat need to be filled outGoals:• Encourage reorders or revisits• Cut down on customer service calls Twitter: @whereoware
  25. 25. RemindersThanks forregisteringNeed businesscredentialsbeforeaccessingwebsiteDownloadCredentialsForm Twitter: @whereoware
  26. 26. RemindersNeed businesscredentialsbeforeaccessingwebsite.DownloadCredentialsForm Twitter: @whereoware
  27. 27. Product review/surveyDefined: email sent Xnumber of days/weeksafter a visitor ordersGoals:• Encourage social interaction and user generated content• Gain insight into product information or customer service interactions Twitter: @whereoware
  28. 28. Product review/survey Main call to action: review recent purchase Personalized with product purchased Twitter: @whereoware
  29. 29. MilestonesDefined: email sent Xnumber of days/weeksbefore a significant date:birthdays, anniversaries,the day a business startedwith your company, etc.Goals:• Reinforce the customer relationship Twitter: @whereoware
  30. 30. Milestones Strengthensrelationship with customers Incentive to purchase Twitter: @whereoware
  31. 31. Loyalty programDefined: incentive emailsent when a certainbusiness goal has beenmet (number ofpurchases, revenue, visits,etc.)Goals:• Encourage reorders/revisits• Encourage customer loyalty Twitter: @whereoware
  32. 32. Loyalty program Email sent atdifferent purchasing milestones Dynamic images based on type of retailer Personalized with sales rep Twitter: @whereoware
  33. 33. Loyalty program Sends an email atdifferent purchasing milestones Dynamic images based on type of retailer Personalized with sales rep Twitter: @whereoware
  34. 34. AbandonmentDefined: email sent Xnumber of hours/days after avisitor has stopped engagingwith your companyGoals:• recapture lost sales• reengage lost web visitors• reactivate customers who stopped in the middle of a white paper series, registration, demos, etc. Twitter: @whereoware
  35. 35. Abandoned cart Defined: email sent out hours to two days after a user places items in a cart, but does not complete the order Goals: • reduce abandonment rates • complete orders Twitter: @whereoware
  36. 36. Abandoned cart: example Remind users they have something in your cart Provide a reminder of what was in the cart Provide a link to complete the transaction Twitter: @whereoware
  37. 37. Abandoned web page Defined: email sent out hours to two days after a user visits a specific page, but does not complete the goal Goals: • Encourage goal completion Twitter: @whereoware
  38. 38. Abandoned web page: exampleWEBPAGE EMAIL Twitter: @whereoware
  39. 39. Abandoned demoDefined: an email sent out12 hours to two days after ademo was abandonedGoal:• Get users to finish the demo Twitter: @whereoware
  40. 40. Abandoned demo: example Personalized with their name Main call to action to finish viewing the demo Twitter: @whereoware
  41. 41. Key takeaways• Good data is key• Think outside the box• Test, Test, Test Twitter: @whereoware
  42. 42. Questions MORE INFOSlides available at:www.slideshare.net/whereowareMore best practices: portal.silverpop.com GET IN TOUCHJay Beutlerjbeutler@whereoware.com701-205-1463 Website: www.whereoware.com Twitter: @whereoware Facebook: www.facebook.com/whereoware Blog: www.whereoware.com/blog
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