2. Us: Whereoware
Online strategy, design,
development + marketing
The stats:
• Eleven years in the business
• Work with B2B services, B2B product, + B2C
companies
• The Whereoware philosophy: 1-to-1 marketing
- targeted, personalized, automated
• Silverpop partner
• 2011 agency partner of the year
• Worked with Silverpop for six plus years
• 35 Silverpop clients
• Find us on twitter: @whereoware
Twitter: @whereoware
4. Marketing automation
• Defined: a software platform
designed to automate
repetitive tasks
• Traditionally focused on lead
generation, but it can be used
for so much more!
• Automated, targeted emails
work best when you create a
personalized experience for
the end user
Twitter: @whereoware
5. Automated targeted emails
They work!
Average Order
Open Click Bounce Average Per Visit
Averages Time on Conversion
Rate Rate Rate Value Spent Value
Site Rate
Automated,
52% 45% 8 minutes 20% $499 4% $15
Targeted Mailings
Normal Mailing 35% 28% 6.5 minutes 26% $387 1% $12
Difference 49% 60% 23% -23% 29% 300% 25%
* All data taken from Whereoware clients
Twitter: @whereoware
7. Agenda
10 THINGS TO AUTOMATE
– Lead follow-up
– Customer follow-up
– Welcome
– Reminders
– Product reviews/surveys
– Milestones
– Loyalty programs
– Abandoned cart
– Abandoned web page
– Abandoned demo/webinar
Twitter: @whereoware
8. Lead follow-up
Defined: a series of emails
providing leads useful
information about products
or services
Goals:
• Ensure all leads get
follow-up
• Nurture them into sales
qualified leads
Twitter: @whereoware
9. Lead follow-up: example
Atlantic: specialize in trade
show exhibits
Their problem: didn’t know
what to do with their CRM
prospects
Solution: systematic,
automated lead follow-up
system
Twitter: @whereoware
10. Atlantic: lead flow
3 days
0 days NURTURE
LEAD ENTERS WELCOME EMAIL #1
4 days
7 days NURTURE 7 days NURTURE
SUPER OPT IN EMAIL #2 EMAIL #3
FUNNEL
All Other Campaigns: Did You Know, See Our Showroom,
Needs, Solutions, Minishow invites, etc.
Twitter: @whereoware
16. Customer follow-up
Defined: a series of
emails providing
customers with useful
information about your
products or services
Goals:
• Get customers engaged
with your product or
services
• Upsell
Twitter: @whereoware
17. Customer follow-up: example
Bullhorn®: web-based
recruiting and staffing software
Their problem: engaging
customers immediately and
upselling
Solution: systematic,
automated customer follow-up
Twitter: @whereoware
18. Bullhorn: customer flow
0 days
CUSTOMER
WELCOME
ENTERS
Has not logged in Has not connected social Active customer
2 days 2 days 8 days
CONNECT ALL
INACTIVE NEW UPGRADE
YOUR SOCIAL
CUSTOMER CAMPAIGNS
2 days ACCOUNTS 8 days
8 days
Twitter: @whereoware
19. Bullhorn: inactive customer
Main call to
action: start
using Bullhorn
Secondary call
to action: need
help
Twitter: @whereoware
20. Bullhorn: social connect
Dynamically created
based on the social
networks they have
connected
Twitter: @whereoware
21. Welcome
Defined: email sent X
number of hours/days after a
visitor signs up for your
website/email list
Goals:
• Engage customers
immediately
• Reassure customers that
you have received their
request
• Inform customers of email
benefits
Twitter: @whereoware
22. Welcome
Email triggered
when a visitor
signs up
Describes email
benefits
John,
Requests
additional
information
Twitter: @whereoware
23. Welcome
Email triggered
when a visitor
signs up
Describes email
benefits
Promotes social
media sites
Twitter: @whereoware
24. Reminders
Defined: remind users of
important dates,
appointments, or forms
that need to be filled out
Goals:
• Encourage reorders or
revisits
• Cut down on customer
service calls
Twitter: @whereoware
27. Product review/survey
Defined: email sent X
number of days/weeks
after a visitor orders
Goals:
• Encourage social
interaction and user
generated content
• Gain insight into product
information or customer
service interactions
Twitter: @whereoware
28. Product review/survey
Main call to
action: review
recent purchase
Personalized
with product
purchased
Twitter: @whereoware
29. Milestones
Defined: email sent X
number of days/weeks
before a significant date:
birthdays, anniversaries,
the day a business started
with your company, etc.
Goals:
• Reinforce the customer
relationship
Twitter: @whereoware
31. Loyalty program
Defined: incentive email
sent when a certain
business goal has been
met (number of
purchases, revenue, visits,
etc.)
Goals:
• Encourage
reorders/revisits
• Encourage customer
loyalty
Twitter: @whereoware
32. Loyalty program
Email sent at
different purchasing
milestones
Dynamic images
based on type of
retailer
Personalized with
sales rep
Twitter: @whereoware
33. Loyalty program
Sends an email at
different purchasing
milestones
Dynamic images
based on type of
retailer
Personalized with
sales rep
Twitter: @whereoware
34. Abandonment
Defined: email sent X
number of hours/days after a
visitor has stopped engaging
with your company
Goals:
• recapture lost sales
• reengage lost web visitors
• reactivate customers who
stopped in the middle of a
white paper series,
registration, demos, etc.
Twitter: @whereoware
35. Abandoned cart
Defined: email sent out
hours to two days after a
user places items in a cart,
but does not complete the
order
Goals:
• reduce abandonment rates
• complete orders
Twitter: @whereoware
36. Abandoned cart: example
Remind users they
have something in
your cart
Provide a reminder
of what was in the
cart
Provide a link to
complete the
transaction
Twitter: @whereoware
37. Abandoned web page
Defined: email sent out
hours to two days after a
user visits a specific page,
but does not complete the
goal
Goals:
• Encourage goal
completion
Twitter: @whereoware
39. Abandoned demo
Defined: an email sent out
12 hours to two days after a
demo was abandoned
Goal:
• Get users to finish the
demo
Twitter: @whereoware
40. Abandoned demo: example
Personalized with
their name
Main call to action
to finish viewing
the demo
Twitter: @whereoware
41. Key takeaways
• Good data is key
• Think outside the box
• Test, Test, Test
Twitter: @whereoware
42. Questions
MORE INFO
Slides available at:
www.slideshare.net/whereoware
More best practices: portal.silverpop.com
GET IN TOUCH
Jay Beutler
jbeutler@whereoware.com
701-205-1463
Website: www.whereoware.com
Twitter: @whereoware
Facebook: www.facebook.com/whereoware
Blog: www.whereoware.com/blog
