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Success Stories from the Front Lines 
Marketers Who’ve Taken It Up a Notch 
Laurie Hood 
Vice President –Product Marketing...
Let’s get going!
Different way of thinking 
Thinking differently about marketing …
Tactics to take your marketing up a notch
Now, let’s look 
at a few marketers who 
have kicked things 
up a notch.
First, they tend to have a 
few things in common …
They don’t boil the ocean …
They don’t try to be perfect …
They crawl, 
walk and then 
run
And it doesn’t have to be … difficult … 
or complex… 
or take years …
So let’s take a peek 
At 3 companies …
evo 
Best Customer and Post-Purchase Care
1 Storefront (soon 2!) plus Evo.com
Evo.com Stocks a Wide Variety of Brands
Best Customers: R1F1M1 
15 
Recency 
(Top Quartile) 
Monetary Value 
(Top Quartile) 
Frequency 
(Top Quartile)
Triggered 7 days after a frequent customer has spent a grand total of $650 in their lifetime. 
Best Customers: R1F1M1
Woohoo! Because we’re so thankful you chose to shop with us we’d like to offer you this code good for $50 off your next pu...
CLV is significantly higher for Repeat Buyers, especially 9+ purchases 
Focus on Customer Lifetime Value
19 
57% Open rate 
26% CTR 
45% CTOR
Alliance Bus Group 
Progressive Profiling to Drive Campaigns
Do you have similar Buses in Mexico?
Customer selects the “Senior Care” eBook and the program places him on the pre-defined “Senior Care” promotional track. 
U...
Which State? 
How Many Buses? 
How Many Miles? 
Progressive Profiling: Learn the RIGHTinformation 
Which type of Buyer? 
H...
Automate your Logic
LifeShield 
Customer Scoring to Reduce Churn
LifeShield 
•Pioneer of wireless home security 
•All 50 states 
•DIY options 
•Available to renters (no phone line) 
•Inte...
Acquisition Challenges 
Event-Driven 
Considered Purchase 
Multi-Day Sales Cycle 
High-touch 
$1,000 common acquisition co...
…enter Scoring
Implementation 
June 2010 
Silverpop Chosen 
June 2011 
Email becomes a Customer Experience Function at LS 
June 2012 
Dat...
Step 1: Data Mining –Determine the indicators of conversion 
Data SourcesSalesforceCRMData WarehouseHistorical Conversion ...
Step 2: Build 1stScoring Model Using Indicators
Part 1: Demographic Score 
Demographic Elements 
Homeownership 
Credit Score 
Lead Generation Source
Part 2: Behavioral Score 
Behavioral Elements 
Clicks on Buy Now in emails 
Visits purchase- oriented pages 
Opening lead ...
Ranking: Make it Meaningful
Initial Findings: Behavior, Behavior, Behavior 
Overall Score 
Conversion 
>2000 
60.00% 
>1500 
5.88% 
>1000 
9.52% 
>750...
Helping Sales Focus on Hot Leads
Overall Results 
9.9% 
9.3% 
1.8% 
1.3% 
2.2% 
46.7% 
32.9% 
15.7% 
29.5% 
18.3% 
13.3% 
2.7% 
0.4% 
0.0% 
10.0% 
20.0% 
3...
Likelihood to churn scoring model 
Subscriber 
Activated their System 
Annual Churn ~13% 
Power User 
Arms their home secu...
A Strategic Framework … 
For Marketing Geeks
Getting There From Here
1) Define Projects and Priorities 
Start with the Customer 
How Does Your Marketing Feel? 
Define Low-Hanging Fruit 
What ...
2) Selling Projects Upward 
Show Your Thought Process 
Create Excitement 
Define Hard ROI 
Over-Deliver Like Mad
3) Catching Downward Projects 
Evaluate Independently 
Nothing is Immovable 
Propose Alternatives 
Work Them Tightly
4) Integrate Multiple Vendors 
Force Goodness 
Test and Prove First 
Embrace Phases 
Demonstrate Wins
5) Livethe Team 
Collaborate Early 
Encourage People 
Champion Innovation 
Deflect the Spotlight
6) Measure Success 
Set Goals Early 
Make Them Up, If Needed 
Refine to Real KPIs 
Hold Yourself Accountable
QUESTIONS
Thank You 
Laurie Hood 
lhood@us.ibm.com 
@lauriehood
#dmu14 ¿Quién está en la cresta de la ola?
#dmu14 ¿Quién está en la cresta de la ola?
#dmu14 ¿Quién está en la cresta de la ola?
#dmu14 ¿Quién está en la cresta de la ola?
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#dmu14 ¿Quién está en la cresta de la ola?

  1. 1. Success Stories from the Front Lines Marketers Who’ve Taken It Up a Notch Laurie Hood Vice President –Product Marketing @lauriehood
  2. 2. Let’s get going!
  3. 3. Different way of thinking Thinking differently about marketing …
  4. 4. Tactics to take your marketing up a notch
  5. 5. Now, let’s look at a few marketers who have kicked things up a notch.
  6. 6. First, they tend to have a few things in common …
  7. 7. They don’t boil the ocean …
  8. 8. They don’t try to be perfect …
  9. 9. They crawl, walk and then run
  10. 10. And it doesn’t have to be … difficult … or complex… or take years …
  11. 11. So let’s take a peek At 3 companies …
  12. 12. evo Best Customer and Post-Purchase Care
  13. 13. 1 Storefront (soon 2!) plus Evo.com
  14. 14. Evo.com Stocks a Wide Variety of Brands
  15. 15. Best Customers: R1F1M1 15 Recency (Top Quartile) Monetary Value (Top Quartile) Frequency (Top Quartile)
  16. 16. Triggered 7 days after a frequent customer has spent a grand total of $650 in their lifetime. Best Customers: R1F1M1
  17. 17. Woohoo! Because we’re so thankful you chose to shop with us we’d like to offer you this code good for $50 off your next purchase. It’s as good as it sounds –50 free dollars good toward ANY order over $50 on evo.com. How it works: Enter your code in the “Enter Coupon Code” spot in the cart before checkout and we’ll automatically deduct $50 from your order. Here is your code: %%50 Dollar Code%% We appreciate you shopping with us and hope to see you again soon! With love, evo
  18. 18. CLV is significantly higher for Repeat Buyers, especially 9+ purchases Focus on Customer Lifetime Value
  19. 19. 19 57% Open rate 26% CTR 45% CTOR
  20. 20. Alliance Bus Group Progressive Profiling to Drive Campaigns
  21. 21. Do you have similar Buses in Mexico?
  22. 22. Customer selects the “Senior Care” eBook and the program places him on the pre-defined “Senior Care” promotional track. Using Content and Automation To Nurture Customers
  23. 23. Which State? How Many Buses? How Many Miles? Progressive Profiling: Learn the RIGHTinformation Which type of Buyer? How many riders?
  24. 24. Automate your Logic
  25. 25. LifeShield Customer Scoring to Reduce Churn
  26. 26. LifeShield •Pioneer of wireless home security •All 50 states •DIY options •Available to renters (no phone line) •Interactive services come standard •Business Model: Like cellular, give the equipment free for exchange of service contract
  27. 27. Acquisition Challenges Event-Driven Considered Purchase Multi-Day Sales Cycle High-touch $1,000 common acquisition cost
  28. 28. …enter Scoring
  29. 29. Implementation June 2010 Silverpop Chosen June 2011 Email becomes a Customer Experience Function at LS June 2012 Data Mining Project to prepare for Scoring July 20121st Draft Lead Scoring Model October 2012 Operationalize scoring in call center
  30. 30. Step 1: Data Mining –Determine the indicators of conversion Data SourcesSalesforceCRMData WarehouseHistorical Conversion % Analysis MethodsRegression Modeling
  31. 31. Step 2: Build 1stScoring Model Using Indicators
  32. 32. Part 1: Demographic Score Demographic Elements Homeownership Credit Score Lead Generation Source
  33. 33. Part 2: Behavioral Score Behavioral Elements Clicks on Buy Now in emails Visits purchase- oriented pages Opening lead nurture emails
  34. 34. Ranking: Make it Meaningful
  35. 35. Initial Findings: Behavior, Behavior, Behavior Overall Score Conversion >2000 60.00% >1500 5.88% >1000 9.52% >750 11.63% >500 8.46% >250 4.25% >0 1.20% Behavioral Score Conversion >1000 20.83% >750 9.62% >500 9.92% >250 5.84% >0 2.63% Lead Rank Conversion A 9.85% B 9.26% C 1.82% D 1.32% F 2.22%
  36. 36. Helping Sales Focus on Hot Leads
  37. 37. Overall Results 9.9% 9.3% 1.8% 1.3% 2.2% 46.7% 32.9% 15.7% 29.5% 18.3% 13.3% 2.7% 0.4% 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% A+ A B+ B B- C D F Draft 1 - July 2012 - October 2012 Draft 2 - November 2012 to February 2013 25% Lead Conversion Improvement Post Scoring
  38. 38. Likelihood to churn scoring model Subscriber Activated their System Annual Churn ~13% Power User Arms their home security system regularlyAnnual Churn ~8% Notification User Receives text/email messages for alerts in their home Annual Churn ~5% Super User Uses interactive services regularly Annual Churn ~1%
  39. 39. A Strategic Framework … For Marketing Geeks
  40. 40. Getting There From Here
  41. 41. 1) Define Projects and Priorities Start with the Customer How Does Your Marketing Feel? Define Low-Hanging Fruit What are Your ‘Big Three’?
  42. 42. 2) Selling Projects Upward Show Your Thought Process Create Excitement Define Hard ROI Over-Deliver Like Mad
  43. 43. 3) Catching Downward Projects Evaluate Independently Nothing is Immovable Propose Alternatives Work Them Tightly
  44. 44. 4) Integrate Multiple Vendors Force Goodness Test and Prove First Embrace Phases Demonstrate Wins
  45. 45. 5) Livethe Team Collaborate Early Encourage People Champion Innovation Deflect the Spotlight
  46. 46. 6) Measure Success Set Goals Early Make Them Up, If Needed Refine to Real KPIs Hold Yourself Accountable
  47. 47. QUESTIONS
  48. 48. Thank You Laurie Hood lhood@us.ibm.com @lauriehood

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