Smarter Marketing Campaigns

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Smarter Marketing Campaigns

  1. 1. Smarter Marketing CampaignsEllen Valentine, Silverpop@EllenValentineSuzanne Carawan, etouches@SuzanneCarawan
  2. 2. @EllenValentine 2
  3. 3. Everybody Loves Crock-Pots… Set it & Forget it 3
  4. 4. Mise en Place 4
  5. 5. Marketing Automation: Set it & Forget it Content Automatically Send Timing Templates emails based on:Rules Data • Registrations Sources • Cancellations • Date Milestones 5
  6. 6. What is Marketing Automation? EmailSegmentation Personalization LandingAutomation Pages Webforms Scoring IntegrationsAlerts & ReportingRouting Centralized Database
  7. 7. Automation  Nurturing Meaningful Interactions Business Rules, Data Dynamically Generate Content Registration Automated Emails Email Follow up
  8. 8. Nurturing Improves ROI• Nurture campaigns have 2X the Open Rates and 3X the Click-Through-Rates of one-off emails• 23% shorter deal times for nurtured than non- nurtured leads• Higher win ratios for prospects touched 3-4 times per month by marketing nurture campaigns.• 47% higher order value from closed sales that were nurtured versus sales that were not Source: Aberdeen, Sirius Decisions, and Silverpop Research
  9. 9. Batch & Blast Emails 9
  10. 10. Behavior-driven, Rules-Based Automated Marketing 10
  11. 11. Broadcast to Behavior Marketing Sophistication Bto1 Individual Behavior-based Messages Messages Behavioral (Multi-Track) Triggered EmailAutomated Time-based Messages (Drip, Simple Nurture) Targeted Mailings based on SegmentationManual Mass Mailing to a broad database (E-blasts, Batch & Blast) Response Rates / Engagement
  12. 12. Automated, Individualized Communications ExternalBehavior Registration Lists Data Product Data CRM Data Event Data Bto1 Customer Service Shopping Cart Data Demographics Individual Timing
  13. 13. Where are you Relevant? ESP BMA Profile DataEmail Email Relational Data Web Behavioral Data Social Forms
  14. 14. When are you Relevant? ESP BMA Profile Data Query Define TargetsLarge Audience Relational Data Large Audience Click Send Listening for live Behaviors Behavioral Data Individual Messaging Email Web Content
  15. 15. The Power of Personalization - Air New Zealand
  16. 16. Personalization in Action:Air New ZealandAutomatedEvent-BasedDynamic ContentIn action
  17. 17. Automated, Personalized
  18. 18. Don’t be afraid to jump in
  19. 19. SilverpopThe Unified Digital Marketing Platform
  20. 20. @suzannecarawan Leonora Valvo, CEO 20
  21. 21. Unified Digital Marketing Platform in Action:Think PinkChallenges:-little time-big reach-big return-continuous touchpoints 21
  22. 22. Unified Digital Marketing Platform in Action:Think Pink Using Interconnected Systems vimeo twitter silverpoTumblr blog p Solution: facebook Pre-Integrated etouches salesforce Systems! g+ Corporate website (PR Newswire) 22
  23. 23. Unified Digital Marketing Platform in Action:Think Pink Campaign Solution: -crowdsource content -make it about the user 23
  24. 24. Unified Digital Marketing Platform in Action:Think Pink Campaign 24
  25. 25. Handling Multiple Audiences client partner board press party invite 25
  26. 26. Unified Digital Marketing Platform in Action:Handling Multiple Audiences americas emea asia pac 26
  27. 27. Unified Digital Marketing Platform in Action:Unified Landing Page Solution: One Landing Page for Tracking 27
  28. 28. Unified Digital Marketing Platform in Action:Think Pink banner ads landing pageemails 28
  29. 29. Unified Digital Marketing Platform in Action:Think Pink continuous touchpoints 29
  30. 30. Unified Digital Marketing Platform in Action:Think Pink solution: automatically transfer data 30
  31. 31. continuoustouchpoints 31

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