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The 7 Habits of Highly Effective Audiences Developers

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The challenge of every business is to fill the funnel with prospects, convert them into customers, and then ensure those customers keep coming back. But where do you begin when today’s customer journey is non-linear and self-directed? Join Ben, Jeff, & Joel as they dissect the habits of brands who have increased the size, engagement, and value of their audiences to positively impact their bottom line and their future.

Register for more upcoming webinars in The Future is Now series here:
http://pages.exacttarget.com/thefutureisnow

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The 7 Habits of Highly Effective Audiences Developers

  1. 1. The 7 Habits of Highly Effective Audience Developers August 12th, 2014 #ETWEBINARS
  2. 2. Jeff Rohrs VP, Marketing Insights ExactTarget Marketing Cloud Ben Pippenger Senior Director of Email Products ExactTarget Marketing Cloud @jkrohrs @benpipp TODAY’S SPEAKERS
  3. 3. THE SEVEN HABITS OF HIGHLY EFFECTIVE #ETWEBINARS AUDIENCE DEVELOPERS
  4. 4. AUDIENCE ASSUMPTION DISORDER
  5. 5. THE SEVEN HABITS: 1. THINK LIKE AN ASSET MANAGER 2. WALK IN THEIR SHOES 3. MAKE MOMENTS MATTER 4. SERVE AND SELL 5. HONOR THE INDIVIDUAL 6. STAND ON SHOULDERS 7. MEASURE AND EVOLVE
  6. 6. HABIT #1: THINK LIKE AN ASSET MANAGER
  7. 7. BUILD PROTECT DIVERSIFY
  8. 8. AUDIENCES ARE YOUR ASSETS
  9. 9. MARKETING AS COST-CENTER
  10. 10. MARKETING AS ASSET-GENERATOR
  11. 11. 1,000,000 x $30.00 $30,000,000.00 ASSET
  12. 12. SEEKERS AMPLIFIERS JOINERS
  13. 13. SEEKERS AMPLIFIERS JOINERS BROWSERS LISTENERS READERS SEARCHERS SHOPPERS VISITORS VIEWERS ADVOCATES ANALYSTS COMMENTERS CREATORS INFLUENCERS REPORTERS REVIEWERS SHARERS CUSTOMERS DINERS DONORS EMPLOYEES PARTNERS SUBSCRIBERS FANS FOLLOWERS
  14. 14. SEEKERS AMPLIFIERS JOINERS BROWSERS LISTENERS READERS SEARCHERS SHOPPERS VISITORS VIEWERS ADVOCATES ANALYSTS COMMENTERS CREATORS INFLUENCERS REPORTERS REVIEWERS SHARERS CUSTOMERS DINERS DONORS EMPLOYEES PARTNERS SUBSCRIBERS FANS FOLLOWERS SUBSCRIBERS FANS FOLLOWERS
  15. 15. SIZE ENGAGEMENT VALUE
  16. 16. “LIST” “AUDIENCE”
  17. 17. HABIT #1: THINK LIKE AN ASSET MANAGER
  18. 18. HABIT #2: WALK IN THEIR SHOES
  19. 19. 15K+ email subscribers per week ($450K value/wk)
  20. 20. ALL MARKETING IS NOW DIRECT
  21. 21. HABIT #2: WALK IN THEIR SHOES
  22. 22. HABIT #3: MAKE MOMENTS MATTER
  23. 23. 200K+ Entries in 60s 5.4M Hashtag Uses 2.6B TW Impressions +211K TW Followers 12x Web TrafficA moment that transformed passive viewers into active amplifiers & followers.
  24. 24. A moment to fill seats & Increase share of wallet.
  25. 25. HABIT #3: MAKE MOMENTS MATTER
  26. 26. HABIT #4: SERVE AND SELL
  27. 27. $35 Online Sale Transformed into $800 In-Store Upsell Build Subscribers. Serve Customers. Increase Value.
  28. 28. HABIT #4: SERVE AND SELL
  29. 29. HABIT #5: HONOR THE INDIVIDUAL
  30. 30. HABIT #5: HONOR THE INDIVIDUAL
  31. 31. HABIT #6: STAND ON SHOULDERS
  32. 32. HABIT #6: STAND ON SHOULDERS
  33. 33. HABIT #7: MEASURE, TEST & EVOLVE
  34. 34. SIZE ENGAGEMENT VALUE
  35. 35. HABIT #7: MEASURE, TEST & EVOLVE
  36. 36. THE SEVEN HABITS: 1. THINK LIKE AN ASSET MANAGER 2. WALK IN THEIR SHOES 3. MAKE MOMENTS MATTER 4. SERVE AND SELL 5. HONOR THE INDIVIDUAL 6. STAND ON SHOULDERS 7. MEASURE AND EVOLVE
  37. 37. Jeff Rohrs VP, Marketing Insights ExactTarget Marketing Cloud Ben Pippenger Senior Director of Email Products ExactTarget Marketing Cloud @jkrohrs @benpipp Q&A
  38. 38. THE SEVEN HABITS OF HIGHLY EFFECTIVE #ETWEBINARS AUDIENCE DEVELOPERS
  39. 39. Experience Digital Marketing Like Never Before Join the journey at Connections 2014—transforming customer interactions into exceptional brand experiences for your business For one incredible week, the world’s best marketers come together to: Explore emerging connected technologies Hear from the brightest innovators and biggest brands Experience world-class education and entertainment exacttarget.com/connections September 23-25
  40. 40. exacttarget.com

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