B2B Online 2017: personalizing emails to advance your customer engagement
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this deck was shared at B2B Online 2017 to provide details on the types of personalization used in B2B, what to consider when doing personalization, how to identify key system considerations, and what to connect for a feedback loop
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B2B Online 2017: personalizing emails to advance your customer engagement
- 1. Personalizing Emails to Advance Your Customer Engagement Marta Dalton, Director of eCommerce, Coca-Cola
- 2. HOW TO TARGET IN B2B Materials they downloaded Preferred interaction type Business goals Product/Package type
- 3. HOW GOOD IS YOUR DATA? …and your systems …and your people …and your processes
- 4. HOW TO FIX YOUR DATA Sales Team Call Center Progressive Forms Data Purchase
- 6. WHAT TO PERSONALIZE Data Fields Call to Action Opener Graphics Offers
Editor's Notes
- Title Business type Tech sophistication level Language Business goals Point in the buying process Point in time
- How good is your data? It’s better to be generic than wrong What systems have data – are they connected? How often is data updated? By whom?
- How to fix your data Sales team – include in goals/performance Call center – Must define!!! refused@coca-cola Progressive forms Purchasing data
- Integration w CRM Mapping data fields Handling one-to-many relationships Flagging for the sales team & creating motivation for them Closed loop reporting
- Data fields – to name, from name, company, etc Campaign messaging Call to action
- Timed or Trigger
- It’s all about the automation A/B testing