MARKETING AUTOMATION      not just for lead follow-up
About Whereoware       Online strategy, design,       development + marketing       The stats:       • 12 years in the bus...
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 champagneTwitter: @whereoware
3 automated campaigns   1. Lead follow-up   2. Customer follow-up   3. Abandonment        •      Shopping cart        •   ...
Lead follow-up Defined: a series of emails providing leads with useful information about products or services Goals: • ens...
Lead follow-up: example  Atlantic: specialize in trade  show exhibits  Their problem: didn’t know  what to do with their C...
Atlantic: lead flow                                                   3 days                              0 days          ...
AtlanticTwitter: @whereoware
AtlanticTwitter: @whereoware
AtlanticTwitter: @whereoware
Atlantic: Super Opt InTwitter: @whereoware
Customer follow-up Defined: a series of emails providing customers with useful information about your products or services...
Customer follow-up: example Bullhorn ®: web-based recruiting and staffing software Their problem: engaging customers immed...
Bullhorn: customer flow                                     0 days                 CUSTOMER                               ...
Bullhorn: inactive customer                          Main call to                          action - start                 ...
Bullhorn: social connect                       Dynamically created                       based on the social              ...
Abandonment Defined: email sent x number of hours/days after a visitor has stopped engaging with your company Goals: • rec...
Abandoned cart                 Defined: email sent out                 hours to two days after a                 user plac...
Abandoned cart: example                     Remind users they                     have something in                       ...
Abandoned web page             Defined: email sent out             hours to two days after a             user visits a spe...
Abandoned web page: exampleWEBPAGE         EMAIL
Abandoned demoDefined: an email sentout 12 hours to two daysafter a demo wasabandonedGoal:• get users to finish the  demo
Abandoned demo: example                    Personalized with                       their name                    Main call...
Key takeawaysRight message, right person, right timeBusiness rules vary based on industry and customer baseData is key...
Comments + questions   MORE INFOSlides available at:www.slideshare.net/whereoware GET IN TOUCHJay Beutlerjbeutler@whereowa...
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Whereoware - Marketing automation: not just for lead follow-up - Silverpop

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Is a lack of targeted campaigns costing you customers? Give them what they want with personalized experiences for the end user.

This presentation describes three automated campaigns you should know about: 1) lead follow-up, 2) customer follow-up, and 3) abandonment. Plus, see real life examples of the best practices in action. It's an easy way to whip your marketing into shape.

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Whereoware - Marketing automation: not just for lead follow-up - Silverpop

  1. 1. MARKETING AUTOMATION not just for lead follow-up
  2. 2. About Whereoware Online strategy, design, development + marketing The stats: • 12 years in the business • Work with B2B + B2C companies • Philosophy: 1-to-1 marketing - targeted, personalized, automated • Silverpop partner • Worked with Silverpop for 6+ years • Thirty-five Silverpop clients Twitter: @whereoware About me: Dan Caro, Senior Marketing Manager, 5 years of experience with Silverpop
  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 userTwitter: @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 clientsTwitter: @whereoware
  6. 6. We drink our own champagneTwitter: @whereoware
  7. 7. 3 automated campaigns 1. Lead follow-up 2. Customer follow-up 3. Abandonment • Shopping cart • Webpage • DemoTwitter: @whereoware
  8. 8. Lead follow-up Defined: a series of emails providing leads with useful information about products or services Goals: • ensure all leads get follow-up • nurture them into sales qualified leadsTwitter: @whereoware
  9. 9. Lead follow-up: example Atlantic: specialize in trade show exhibits Their problem: didn’t know what to do with their CRM prospects Solution: systematic, automated lead follow-up systemTwitter: @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. AtlanticTwitter: @whereoware
  12. 12. AtlanticTwitter: @whereoware
  13. 13. AtlanticTwitter: @whereoware
  14. 14. Atlantic: Super Opt InTwitter: @whereoware
  15. 15. Customer follow-up Defined: a series of emails providing customers with useful information about your products or services Goals: • get customers engaged with your product or services • upsellTwitter: @whereoware
  16. 16. Customer follow-up: example Bullhorn ®: web-based recruiting and staffing software Their problem: engaging customers immediately and upselling Solution: systematic, automated customer follow-upTwitter: @whereoware
  17. 17. 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 daysTwitter: @whereoware
  18. 18. Bullhorn: inactive customer Main call to action - start using Bullhorn Secondary call to action - need helpTwitter: @whereoware
  19. 19. Bullhorn: social connect Dynamically created based on the social networks they have connectedTwitter: @whereoware
  20. 20. Abandonment Defined: email sent x number of hours/days after a visitor has stopped engaging with your company Goals: • recapture lost sales • reengage lost web visitors • reactivate customers who stopped in the middle of a whitepaper series, registration, demos, etc.Twitter: @whereoware
  21. 21. 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
  22. 22. 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
  23. 23. 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
  24. 24. Abandoned web page: exampleWEBPAGE EMAIL
  25. 25. Abandoned demoDefined: an email sentout 12 hours to two daysafter a demo wasabandonedGoal:• get users to finish the demo
  26. 26. Abandoned demo: example Personalized with their name Main call to action to finish viewing the demo
  27. 27. Key takeawaysRight message, right person, right timeBusiness rules vary based on industry and customer baseData is keyStart off smallTest, test, testTwitter: @whereoware
  28. 28. Comments + questions MORE INFOSlides available at:www.slideshare.net/whereoware GET IN TOUCHJay Beutlerjbeutler@whereoware.com701-205-1463 Website: www.whereoware.com Twitter: @whereoware Facebook: www.facebook.com/whereoware Blog: www.whereoware.com/blogTwitter: @whereoware
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