Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Let the Data Tell the Story: Getting
Started with Behavioral Marketing
KELSEY COHEN, DIRECTOR OF MARKETING AND COMMUNICATI...
@Kissmetrics
#Kisswebinar
@thuelmadsen
Thue is the Kissmetrics Webinar Wizard and Marketing
Ops Manager. Before joining forces with Kissmetrics, he
was a Lyft dr...
@farmlogs
#Kisswebinar
@kelseymaybe
Behavioral marketing is about discovery.
It allows you to find out who someone is,
what they are interested in, and what t...
Behavioral marketing is about turning
insights into action. It allows you to deliver
tailored, personalized content while ...
1 Set a Goal
Discover the who, what, and how
Defining high value, high impact interactions
2 Map Your Customer Journey
3 C...
1. Set a goal
THINK BIGGER
Go beyond the first result—

think of the lifetime value.
#Kisswebinar
2. Map your
customer journey
INTERACTIONS TELL YOU WHO, WHAT, AND HOW
Which interactions tell you who someone is?
#Kisswebinar
#Kisswebinar
Identify which actions and interactions tell you something about who
the person is.
• Are there pieces of con...
E-COMMERCE EXAMPLE
#Kisswebinar
• Budget
• Gender
• Persona
Products Viewed
Content Engagement
+ =
SAAS EXAMPLE
#Kisswebinar
• Business Type
• Department
• Role
• Size of Team
Webpages Viewed
Content Engagement
+ =
Which interactions tell you what someone is
interested in, cares about, or values?
#Kisswebinar
#Kisswebinar
Identify which actions and interactions tell you something about what
someone is interested in, cares about, ...
E-COMMERCE EXAMPLE
#Kisswebinar
• Adventurous
• Newbie
• Planning a Trip
Products Viewed
Content Engagement
+ =
SAAS EXAMPLE
#Kisswebinar
• Business Problem
• Area of Improvement
Webpages Viewed
Content Engagement
+ =
What interactions tell you how your best
customers make their purchase decisions?
#Kisswebinar
#Kisswebinar
Identify what actions correlate to customers becoming customers.
• What did your best customers do before the...
E-COMMERCE EXAMPLE
#Kisswebinar
Customers Not Customers % Difference
91% Subscribed to Newsletter 72% Subscribed to Newsle...
SAAS EXAMPLE
#Kisswebinar
Customers Not Customers % Difference Weight
85% Attended an
Educational Webinar
31% Attended an
...
Bring it together…
#Kisswebinar
E-COMMERCE EXAMPLE
#Kisswebinar
Subscribes
to Newsletter
Engages with Products
Clicks Outdoor
Story Email
Watches
Product ...
SAAS EXAMPLE
#Kisswebinar
Downloads

Report
Watches
Tips Video
Watches
Demo
Attends 

Webinar
Reads
Case Study
MQL > SALES...
3. Connect Your Data to
Your Content Strategy
Create a content plan that works harder for you.
#Kisswebinar
#Kisswebinar
Each piece of content should:
• Tell you something about who someone is and what they care about
• Indicate p...
Tie the message to the behavior.
#Kisswebinar
#Kisswebinar
Acknowledge the action taken:
• “You just bought XXX, you might also enjoy…”

• “A little more info: XXXX”

•...
Deepen the value: they are engaged, 

you are top-of-mind—leverage it by 

delivering ‘next step’ content.
#Kisswebinar
#Kisswebinar
Layer in additional content:
• How does it compliment the initial behavior?

• What content will help take yo...
SMART CONTENT: E-COMMERCE EXAMPLE
#Kisswebinar
Subscribes
to Newsletter
Clicks Outdoor
Story Email
Watches
Product Video
I...
SMART CONTENT: SAAS EXAMPLE
#Kisswebinar
Downloads

Report
Watches
Tips Video
Watches
Demo
Attends 

Webinar
Reads
Case St...
4. Things to consider
What you need your marketing 

stack to do for you.
#Kisswebinar
#Kisswebinar
Make sure your Marketing Automation platform allows you to:

• Personalize your message

• Create smart segme...
#Kisswebinar
Make sure your Marketing Analytics platform allows you to:

• Connect performance and behavior data to revenu...
THUE MADSEN
Marketing Operations Manager, Kissmetrics
@ThueLMadsen
tmadsen@kissmetrics.com
Questions?
KELSEY COHEN
Directo...
Upcoming SlideShare
Loading in …5
×

Let the Data Tell the Story - Getting started with behavioral marketing

3,596 views

Published on

So you want to integrate a behavioral marketing strategy into your marketing program, and why wouldn’t you? When done right, behavioral marketing can increase engagement, drive revenue, and can help you connect in a more meaningful way with your customers and prospects. That sounds great, but where and how do you start?

In this webinar, Kelsey Cohen, Director of Marketing and Communications at FarmLogs, will walk you through her tried and true methodology for implementing a successful behavioral marketing strategy that she's used across all types of businesses including SaaS, B2B, event, and e-commerce companies.

You’ll learn:

How meaningful goals can focus and align your analytics, content, and marketing strategy
How to map and optimize your customer journey
How to determine which interactions are meaningful
How combining performance and behavioral data with your content marketing can elevate your brand and drive revenue
Tips for what to look for when thinking about marketing automation, analytics, and other marketing tools

Published in: Marketing
  • Be the first to comment

Let the Data Tell the Story - Getting started with behavioral marketing

  1. 1. Let the Data Tell the Story: Getting Started with Behavioral Marketing KELSEY COHEN, DIRECTOR OF MARKETING AND COMMUNICATIONS, FARMLOGS
  2. 2. @Kissmetrics #Kisswebinar @thuelmadsen
  3. 3. Thue is the Kissmetrics Webinar Wizard and Marketing Ops Manager. Before joining forces with Kissmetrics, he was a Lyft driver in SF, which is also how he ended up as a Kissmetrics marketer. Whenever Thue is not trying to automate everything around him, you can find him hiking in the Sierras. THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen Kelsey considers herself a marketing mad scientist and loves figuring out how to connect the who to the what. She has 9 years of experience in marketing—from graphic design and art direction, to data science and marketing automation. She loves sci-fi, food, craft beer, and robots. KELSEY COHEN Director of Marketing and Communications, FarmLogs @kelseymaybe
  4. 4. @farmlogs #Kisswebinar @kelseymaybe
  5. 5. Behavioral marketing is about discovery. It allows you to find out who someone is, what they are interested in, and what they care about. #Kisswebinar
  6. 6. Behavioral marketing is about turning insights into action. It allows you to deliver tailored, personalized content while your product is top-of-mind. #Kisswebinar
  7. 7. 1 Set a Goal Discover the who, what, and how Defining high value, high impact interactions 2 Map Your Customer Journey 3 Connect Your Data to Your Content Strategy TABLE OF CONTENTS #Kisswebinar Creating a content plan Crafting the message Deepen the value 4 Things to Consider When Choosing Your Marketing Tools
  8. 8. 1. Set a goal THINK BIGGER
  9. 9. Go beyond the first result—
 think of the lifetime value. #Kisswebinar
  10. 10. 2. Map your customer journey INTERACTIONS TELL YOU WHO, WHAT, AND HOW
  11. 11. Which interactions tell you who someone is? #Kisswebinar
  12. 12. #Kisswebinar Identify which actions and interactions tell you something about who the person is. • Are there pieces of content that indicate alignment 
 to a job function or that indicate they are the decision-maker? • Are there key product interactions that indicate alignment 
 to one of your marketing personas? • Are there interactions that tell you region, gender, price point 
 or budget, company size, industry, business type, etc?
  13. 13. E-COMMERCE EXAMPLE #Kisswebinar • Budget • Gender • Persona Products Viewed Content Engagement + =
  14. 14. SAAS EXAMPLE #Kisswebinar • Business Type • Department • Role • Size of Team Webpages Viewed Content Engagement + =
  15. 15. Which interactions tell you what someone is interested in, cares about, or values? #Kisswebinar
  16. 16. #Kisswebinar Identify which actions and interactions tell you something about what someone is interested in, cares about, or values. These interactions should align to the products you offer. • Are there pieces of content that indicate significant 
 interest in addressing a problem your product solves? • Are there key product interactions that indicate what 
 that person cares about?
  17. 17. E-COMMERCE EXAMPLE #Kisswebinar • Adventurous • Newbie • Planning a Trip Products Viewed Content Engagement + =
  18. 18. SAAS EXAMPLE #Kisswebinar • Business Problem • Area of Improvement Webpages Viewed Content Engagement + =
  19. 19. What interactions tell you how your best customers make their purchase decisions? #Kisswebinar
  20. 20. #Kisswebinar Identify what actions correlate to customers becoming customers. • What did your best customers do before they became customers?
 • What content leads to purchases? • What interactions signify readiness to buy?

  21. 21. E-COMMERCE EXAMPLE #Kisswebinar Customers Not Customers % Difference 91% Subscribed to Newsletter 72% Subscribed to Newsletter 23 68% Watched 
 Product Video 54% Watched 
 Product Video 29 82% Interacted w/Digital Lookbook 19% Interacted w/Digital Lookbook 124 53% Clicked Outdoor Story Email 22% Clicked Outdoor Story Email 82 75% Read Product Reviews 38% Read Product Reviews 65
  22. 22. SAAS EXAMPLE #Kisswebinar Customers Not Customers % Difference Weight 85% Attended an Educational Webinar 31% Attended an Educational Webinar 93 +20 60% Watched a 
 Demo Video 15% Watched a 
 Demo Video 120 +25 93% Downloaded a Benchmarking Report 77% Downloaded a Benchmarking Report 18 +5 67% Watch a 
 Tips Video 45% Watch a 
 Tips Video 39 +10 75% Read 
 Case Study 32% Read 
 Case Study 80 +15
  23. 23. Bring it together… #Kisswebinar
  24. 24. E-COMMERCE EXAMPLE #Kisswebinar Subscribes to Newsletter Engages with Products Clicks Outdoor Story Email Watches Product Video Interacts w/ Look Book Reads Reviews PURCHASES!!! AWARENESS CONSIDERATION DECISION
  25. 25. SAAS EXAMPLE #Kisswebinar Downloads
 Report Watches Tips Video Watches Demo Attends 
 Webinar Reads Case Study MQL > SALES AWARENESS CONSIDERATION DECISION +20 +25+5 +10 +15 Interactions added to lead score
  26. 26. 3. Connect Your Data to Your Content Strategy
  27. 27. Create a content plan that works harder for you. #Kisswebinar
  28. 28. #Kisswebinar Each piece of content should: • Tell you something about who someone is and what they care about • Indicate product or persona alignment • Address a purchase ‘hurdle’ that aligns to your journey milestones
  29. 29. Tie the message to the behavior. #Kisswebinar
  30. 30. #Kisswebinar Acknowledge the action taken: • “You just bought XXX, you might also enjoy…”
 • “A little more info: XXXX”
 • “So you’re interested in improving your ROI…”
 • “Thinking about attending? Read: Why trade shows still matter”
  31. 31. Deepen the value: they are engaged, 
 you are top-of-mind—leverage it by 
 delivering ‘next step’ content. #Kisswebinar
  32. 32. #Kisswebinar Layer in additional content: • How does it compliment the initial behavior?
 • What content will help take your contact from point A to point B?
 • Remember, the additional content can be secondary messaging 
 in a trigger email, a CTA, or a link on the destination page.
  33. 33. SMART CONTENT: E-COMMERCE EXAMPLE #Kisswebinar Subscribes to Newsletter Clicks Outdoor Story Email Watches Product Video Interacts w/ Look Book Reads Reviews PURCHASES!!! AWARENESS DECISIONCONSIDERATION
  34. 34. SMART CONTENT: SAAS EXAMPLE #Kisswebinar Downloads
 Report Watches Tips Video Watches Demo Attends 
 Webinar Reads Case Study MQL > SALES AWARENESS CONSIDERATION DECISION
  35. 35. 4. Things to consider
  36. 36. What you need your marketing 
 stack to do for you. #Kisswebinar
  37. 37. #Kisswebinar Make sure your Marketing Automation platform allows you to:
 • Personalize your message
 • Create smart segmentations
 • Deliver dynamic content
 • Build progressive forms
 • Trigger emails off of behaviors
 • Move leads from one nurture stream to another based on behavior
 • Run A/B tests
  38. 38. #Kisswebinar Make sure your Marketing Analytics platform allows you to:
 • Connect performance and behavior data to revenue attribution
 • Provide funnel segment data to indicate engagement drop-offs
 • Map interactions to key conversions
  39. 39. THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen tmadsen@kissmetrics.com Questions? KELSEY COHEN Director of Marketing and Communications, FarmLogs @kelseymaybe kelseycohen360@gmail.com

×