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Personalized Marketing Through Automation is Possible


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Learn how to connect with your customer on their terms by delivering timely and relevant messages when they need them.

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Personalized Marketing Through Automation is Possible

  1. 1. ©2018 - Confidential - All Rights Reserved PERSONALIZED MARKETING THROUGH AUTOMATION IS POSSIBLE HatchLab PDX June 21, 2018
  2. 2. ©2018 - Confidential - All Rights Reserved 2 The Buyer’s Journey has Shifted from a Generic, Seller-Controlled Process to a Buyer-Powered, Self-Guided Tour.
  3. 3. ©2018 - Confidential - All Rights Reserved THE OLD BUYER JOURNEY 3 Consideration DecisionAwareness JOURNEY ON THEIR OWN CONTACT WITH PERSON
  4. 4. ©2018 - Confidential - All Rights Reserved THE NEW BUYER JOURNEY 4 Consideration DecisionAwareness JOURNEY ON THEIR OWN CONTACT WITH PERSON
  5. 5. ©2018 - Confidential - All Rights Reserved By engaging a buyer as a unique individual in ongoing, two-way, personalized conversations leveraging the following features… MARKETING AUTOMATION ENABLES ALL OF THIS 5 ● Adaptive websites ● Web Visitor ID ● Dynamic list building ● Campaign tracking ● Dynamic landing pages ● Behavior based lead tracking ● Dynamic nurture campaigns ● Lead scoring ● Social integration
  6. 6. ©2018 - Confidential - All Rights Reserved WHERE WE WANT TO GO 6
  7. 7. ©2018 - Confidential - All Rights Reserved CREATE ONCE, MAKE IT PERSONAL 7
  8. 8. ©2018 - Confidential - All Rights Reserved HOW WE GET THERE 8
  9. 9. ©2018 - Confidential - All Rights Reserved PERSONALIZED NURTURING 9 Lead Scoring Dynamic, Behavior-Based Email Drip Campaigns for Nurturing Behavioral Based Lead Tracking (Life of the Lead) Dynamic List Building & Segmentation
  10. 10. ©2018 - Confidential - All Rights Reserved BEHAVIOR BASED LEAD TRACKING 10 See the journey and provide timely contextual communications that are personalized and relevant.
  11. 11. ©2018 - Confidential - All Rights Reserved LEAD SCORING 11 Not all Leads are equal, using scoring based on behavior to focus on quality and not quantity. Know when you need to continue nurturing versus closing.
  12. 12. ©2018 - Confidential - All Rights Reserved DYNAMIC SEGMENTATION 12 Dynamically, or automagically, segment your leads to the appropriate communication streams, messaging, and offers.
  13. 13. ©2018 - Confidential - All Rights Reserved Steve arrives on website via search engine. Steve is anonymous, but tracking starts. Fills out a form to receive information about vacation package services. Becomes a known user and prior activity is associated, score increased by 10, added to vacation package segment. Automated email sent with services information and contact information. Personalized based on form and browsing behavior. Opens email, but does not take action. No action after 48 hours, added to nurture program. 3 days later comes back to website and lvisits 3 pages about Alaska including a pricing page. Score increases by 30, removed from nurture program, added to Twitter and offer segments. 2 days Steve is mentioned in a company Twitter post about Alaska. Automated Tweet @steve is posted via automation about Alaska vacations. 1 day later automated email is sent with information specific to Alaska vacation packages. Content is further personalized with Alaska and offer of discount if he calls now. Steve opens and clicks the contact us link to book his vacation. THE JOURNEY OF STEVE 13
  14. 14. ©2018 - Confidential - All Rights Reserved THERE IS MORE 14 Smart Emails & Trackable Media Linkage Sales Email Automations for Post-Contact Nurturing End-to-End ROI / Reporting & Analytics CRM Integration for B2B & Shopping Cart for B2C Social Integration with Automations Sales Management for Activity, Pipeline, and Forecasting
  15. 15. ©2018 - Confidential - All Rights Reserved 15 A challenge: If you’re not already doing it, when you get back to your office, identify 3 ways your conversations with buyers can be more engaging, meaningful, two-way, and personalized.
  16. 16. ©2018 - Confidential - All Rights Reserved Rich Rutherford (415) 713- 7305 William Flaiz (503) 893-8842 16 @bottomline_sg @bottomlinestrategygroup bottomlinestrategygroup