This document discusses how integrating digital marketing platforms can enhance marketing strategies through seven approaches:
1. Personalizing website content for each visitor based on their interactions across channels.
2. Sending personalized cart recovery messages to people who abandon online carts.
3. Using both marketing and sales data to better score and nurture leads.
4. Incorporating product recommendations and ratings into emails to increase relevance.
5. Employing testing and real-time data to optimize engagement.
6. Improving sales and marketing alignment through shared customer insights.
7. Leveraging predictive analytics to boost campaign performance. Integration enables acting on customer data across systems.
Six Key Metrics to See How Well Your Marketing Content Resonates with Your Au...Zmags
These slides were used in a webinar introducing six key metrics to help you understand how Zmags Analytics works. It makes it possible for you to see how well your content resonates with your viewing audience. In addition, you will be presented with key findings from Zmags analysis of the 1,000 most read online publications and highlight some hints to get your reads spend more time reading your content.
This document discusses 10 common barriers to understanding the customer journey and how to overcome them. It explores barriers such as forms and content not being effective, a lack of data integration across channels, weak buyer persona research, a marketing-focused rather than customer-focused view, and more. For each barrier, it provides solutions such as improving offers, conducting content audits, developing well-researched buyer personas, focusing on the customer perspective at each stage, and using analytics to understand the most effective customer journeys. It also provides two customer success stories of companies that improved their understanding and management of customer journeys.
This document discusses e-marketing strategies for promoting journals and publications. It begins by defining e-marketing and noting some of its benefits over traditional marketing, such as lower costs and greater measurability. It then outlines various e-marketing tools like email newsletters, online sample issues, and pay-per-click advertising. Finally, it provides tips for effective e-marketing, including personalizing messages, setting goals and metrics, and collecting customer data.
The document discusses the differences between email marketing and marketing automation. Email marketing involves sending one-time messages to influence immediate purchases, while marketing automation supports complex buying processes through multi-step email sequences tailored to lead needs and stages. It provides examples of how marketing automation can automate processes like webinar registration and pass leads to sales teams, while traditional email marketing lacks these capabilities.
The document discusses top 10 instant traffic sources for websites. It covers forum traffic, social media traffic, press releases, ad swaps, document sharing networks, tutorial-based learning communities, video sharing sites, content galleries, solo ads, and coupon traffic. Each traffic source is described in 1-2 paragraphs explaining how to utilize the source to drive traffic to a website. The overall document provides strategies for using free resources to generate a large amount of traffic instantly.
Web personalization involves tailoring website content and advertisements to a user's preferences and behavior. It began in the mid-1990s and works by tracking a user's explicit preferences or implicit behaviors to serve personalized recommendations. Personalization can increase online conversion rates and save users time by focusing on relevant information. However, it also risks lack of relevance, credibility, privacy, or annoyance to users. Experiments showed that after browsing but not buying items, personalized recommendations for similar products were displayed upon the user's return to the site.
Data, data everywhere, but not a drop to drinkSitecore
There's an execution gap between the experience most marketers want to deliver and what they're able to deliver. This SlideShare discusses 3 reasons the gap exists, how data silos contribute to it, and how context marketing helps marketers cross the gap.
Read and find:
-5 most common Ecommerce problems
-their causes
-sample tools to help you solve them
-efficiency of actions taken, based on case studies of our clients.
Six Key Metrics to See How Well Your Marketing Content Resonates with Your Au...Zmags
These slides were used in a webinar introducing six key metrics to help you understand how Zmags Analytics works. It makes it possible for you to see how well your content resonates with your viewing audience. In addition, you will be presented with key findings from Zmags analysis of the 1,000 most read online publications and highlight some hints to get your reads spend more time reading your content.
This document discusses 10 common barriers to understanding the customer journey and how to overcome them. It explores barriers such as forms and content not being effective, a lack of data integration across channels, weak buyer persona research, a marketing-focused rather than customer-focused view, and more. For each barrier, it provides solutions such as improving offers, conducting content audits, developing well-researched buyer personas, focusing on the customer perspective at each stage, and using analytics to understand the most effective customer journeys. It also provides two customer success stories of companies that improved their understanding and management of customer journeys.
This document discusses e-marketing strategies for promoting journals and publications. It begins by defining e-marketing and noting some of its benefits over traditional marketing, such as lower costs and greater measurability. It then outlines various e-marketing tools like email newsletters, online sample issues, and pay-per-click advertising. Finally, it provides tips for effective e-marketing, including personalizing messages, setting goals and metrics, and collecting customer data.
The document discusses the differences between email marketing and marketing automation. Email marketing involves sending one-time messages to influence immediate purchases, while marketing automation supports complex buying processes through multi-step email sequences tailored to lead needs and stages. It provides examples of how marketing automation can automate processes like webinar registration and pass leads to sales teams, while traditional email marketing lacks these capabilities.
The document discusses top 10 instant traffic sources for websites. It covers forum traffic, social media traffic, press releases, ad swaps, document sharing networks, tutorial-based learning communities, video sharing sites, content galleries, solo ads, and coupon traffic. Each traffic source is described in 1-2 paragraphs explaining how to utilize the source to drive traffic to a website. The overall document provides strategies for using free resources to generate a large amount of traffic instantly.
Web personalization involves tailoring website content and advertisements to a user's preferences and behavior. It began in the mid-1990s and works by tracking a user's explicit preferences or implicit behaviors to serve personalized recommendations. Personalization can increase online conversion rates and save users time by focusing on relevant information. However, it also risks lack of relevance, credibility, privacy, or annoyance to users. Experiments showed that after browsing but not buying items, personalized recommendations for similar products were displayed upon the user's return to the site.
Data, data everywhere, but not a drop to drinkSitecore
There's an execution gap between the experience most marketers want to deliver and what they're able to deliver. This SlideShare discusses 3 reasons the gap exists, how data silos contribute to it, and how context marketing helps marketers cross the gap.
Read and find:
-5 most common Ecommerce problems
-their causes
-sample tools to help you solve them
-efficiency of actions taken, based on case studies of our clients.
A customer community encompasses all interactions between a brand and its customers, both on a company's own websites and platforms as well as external sites. This document focuses on building out the part of a customer community that exists on a company's own website. It discusses why companies should invest in customer communities, including building strong customer relationships, reducing support costs, generating new sales and leads, getting product feedback, and improving a brand's reputation. It also provides guidance on designing an effective customer community, including choosing the right ownership structure and platforms.
The Complete Online Community Playbook by Vanilla ForumsVanilla Forums
Looking to launch a brand new community or want to take your existing community to the next level? Our Community Playbook packages the deep expertise of community managers and experts spanning business-to-consumer, business-to-business and enthusiast audiences.
People-based Marketing: How Data, Automatisation & Customer Centricity usher ...Namics – A Merkle Company
People-based marketing leverages user-based data, marketing automation technology, and a customer-centric approach to personalize experiences across digital touchpoints. It addresses limitations of past approaches by bridging data silos, organizational silos, and the gaps between channels and devices to develop a unified view of each individual customer. Implementing people-based marketing requires consolidating user data, using tools like a data management platform, and providing value for users to log in and be identified deterministically. Together, the three pillars of user-based data, marketing automation technology, and customer centricity allow for highly personalized experiences and interactions at every stage of the buyer journey.
For B2B marketers, landing pages are crucial for conversions. The document provides tips to optimize landing pages such as:
1) Maintain branding consistency and keep pages clean and simple.
2) Use short forms that only request essential information like name and email initially to avoid scaring visitors away.
3) Limit links on the page to prevent visitors from getting distracted before converting and use tracked emails to follow up with leads.
Banner Advertising: News of its demise is prematureopstylee
Banner advertising is not dead, but it has evolved from flashy, distracting ads to more targeted, relevant ads. While some ineffective banner ads still exist, successful internet marketers have adopted smaller, simpler banner ads placed on sites matching the intended audience. Banner ads can increase brand awareness over time and be an effective marketing tool when planned carefully by considering ad design, placement, size, and tracking effectiveness.
7 Paid Traffic Sins
Paid Traffic Methods and Risks................................................................6
Paid Traffic.............................................................................................6
Paid Traffic Methods...............................................................................6
Paid Traffic Risks....................................................................................7
Paid Traffic Sin #1 – Attracting Non-Targeted Traffic.................................9
Paid Traffic Sin #2 – Poor Ad Copy.........................................................11
Paid Traffic Sin #3 – No Call to Action....................................................13
Paid Traffic Sin #4 – Sending Visitors to Home Pages..............................15
Paid Traffic Sin #5 – Not Tracking Results..............................................17
Paid Traffic Sin #6 – Not Split-Testing Ads..............................................19
Paid Traffic Sin #7 – Confusing CTR with Conversion..............................21
Bonus Traffic Sin – Falling for Low Quality Paid Traffic.............................23
Conclusion...........................................................................................25
Be mindful of these traffic sins when planning your next campaign. Paid traffic
can provide fast and effective results, but only if you play your part in its
success.
http://myinternettrafficsystems.com
White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space.
A content-rich website (CRW) provides a variety of continually updated content like text, images, and sounds to attract visitors and keep them engaged with the brand. CRWs can be used to build a brand's image and transparency by informing visitors about what the organization offers. They integrate different online media under a single brand presence and are well-suited for considered purchases. While CRWs require ongoing effort to maintain, they can positively impact customer relationships throughout the buying process by addressing awareness, acquisition, sales, and retention gaps. Measurement tools evaluate metrics like visitor traffic and behavior. Examples of successful CRWs include personal sites, media sites, and brand sites.
This document discusses WorkingThree, a marketing agency that specializes in helping brands build relationships with customers through digital communities and social media. It focuses on collecting and using consumer data to provide personalized customer experiences. WorkingThree provides services such as digital strategy, customer experience design, data analysis and insights, and campaign development. It has experience in industries being disrupted by digital communications and can help clients identify new revenue streams through understanding customer behaviors and lifetime value.
Meet Customers Where They Are: Incorporating Social Media Into Your Customer ...Salesforce Marketing Cloud
The time to embrace social channels is now. And incorporating social media strategy is the fast track to providing truly exceptional customer service. Service Cloud and Marketing Cloud have teamed up to show you how customer service and marketing are more closely linked than ever. Use social channels to:
Listen to customers where they are talking
Engage them in more personalized ways
Resolve cases quicker and delight customers
Transform service and create brand advocates
"So much of good customer service is context . . . A customer who has called or tweeted about the same issue three times within the last three months is a very different customer than somebody who just bought the product yesterday." —Tony Kavanagh, VP, Marketing, Salesforce Service Cloud
This document discusses cross-media campaigns. A cross-media campaign utilizes multiple marketing channels, such as direct mail, email, websites, and social media, to deliver coordinated messages to customers. The goal is to provide customers with a consistent brand experience across different media. Effective cross-media campaigns include direct mail with personalized URLs to track customer engagement online. They also incorporate multiple touchpoints, such as follow-up emails, to reinforce the campaign's message. Measuring customer responses allows marketers to optimize cross-channel campaigns for maximum results.
Franchise Sales: Content Marketing for Franchise Lead GenerationRachael Wachstein
Cut through the clutter of banner ads and email blasts advertising franchise opportunities with a smart content marketing strategy that generates quality franchise leads who are excited to hear from you. Franchise sales executives have a so many options to choose from when it comes to lead generation. If you haven't looked into content marketing, you are missing the most powerful tool out there that combines niche targeting with with great content and a smart strategy. Check out our case study to see how it works.
CRM marketing can provide several benefits when integrated with marketing strategies. It allows access to readily available lead information, helps prioritize sales pipelines, and improves alignment between sales and marketing teams. CRM software helps track customer interactions, automate lead qualification, improve revenue tracking, and enables more targeted messaging to prospects. Integrating CRM with marketing automation creates a powerful tool that can enhance lead generation, handoffs, campaign automation, and provide better marketing accountability and ROI measurement.
Proactive Service E-Commerce Optimization White PaperDaniel Obregon
This document discusses how integrating eStara Click to Call and Click to Chat solutions into an ATG environment can help companies provide proactive customer service, increase conversions, and improve the customer experience across online and offline channels. It provides examples of how rules-based triggers can be used to target customers for live assistance based on their online behavior and profiles. Integrating these solutions with ATG personalization capabilities allows companies to deliver personalized, cross-channel interactions.
This document discusses challenges and opportunities related to obtaining a single customer view (SCV) across online and offline retail channels. It notes that while consumers expect seamless experiences, many retailers still struggle to integrate online and in-store data. Successfully bridging this gap requires tools to analyze customer data from all points of interaction. Retailers must also carefully plan integration goals and targets to realize quick returns on investments in SCV programs. Overall, there is no single solution, but a unified view can benefit companies by improving customer understanding, communications, and service. Privacy issues also require careful consideration when obtaining customer data.
The production and management of large volumes of content is fast becoming an expected part of a marketers role. This paper highlights the importance of having the right foundations in place, like a digital asset management solution, to ensure your content marketing succeeds.
3 Ways to Drive Growth Using Your Big DataJim Nichols
Most marketers believe that programs powered by big data have the potential to radically improve business and drive
growth. But understanding the potential value of big data – and actually realizing it – are two very different things.
While many brands have invested millions to collect this
valuable marketing intelligence, few CMOs claim to be
maximizing their results with it. While leveraging your
big data to drive sales isn’t necessarily an easy thing, it is
possible – and it doesn’t require years to develop big data
strategies and tactics you can count on to deliver higher
return. In fact, many can reap the benefits in weeks.
The Power of Modern Digital Marketing Automationrun_frictionless
Modern consumers are Web-savvy, mobile-loving people who typically spend more time online than reading magazines and watching TV. These changes in behavior are fundamentally changing the face of marketing – and in ways that are bringing about the convergence of direct marketing and mass marketing. For example, if you are a direct marketing professional executing targeted email campaigns and mobile marketing strategies, you are likely bumping up against mass-marketing campaigns. Why? Because like you, mass marketers are investing more in online ads than ever before – at the expense of TV commercials and print ads.
https://runfrictionless.com/b2b-white-paper-service/
6 Most Overlooked Ways to Personalization in B2B E-commercei95Dev
B2B or B2C, personalization is the talk of the town. Here are 6 most overlooked ways to personalize the customer experience in the world of B2B e-commerce.
A customer community encompasses all interactions between a brand and its customers, both on a company's own websites and platforms as well as external sites. This document focuses on building out the part of a customer community that exists on a company's own website. It discusses why companies should invest in customer communities, including building strong customer relationships, reducing support costs, generating new sales and leads, getting product feedback, and improving a brand's reputation. It also provides guidance on designing an effective customer community, including choosing the right ownership structure and platforms.
The Complete Online Community Playbook by Vanilla ForumsVanilla Forums
Looking to launch a brand new community or want to take your existing community to the next level? Our Community Playbook packages the deep expertise of community managers and experts spanning business-to-consumer, business-to-business and enthusiast audiences.
People-based Marketing: How Data, Automatisation & Customer Centricity usher ...Namics – A Merkle Company
People-based marketing leverages user-based data, marketing automation technology, and a customer-centric approach to personalize experiences across digital touchpoints. It addresses limitations of past approaches by bridging data silos, organizational silos, and the gaps between channels and devices to develop a unified view of each individual customer. Implementing people-based marketing requires consolidating user data, using tools like a data management platform, and providing value for users to log in and be identified deterministically. Together, the three pillars of user-based data, marketing automation technology, and customer centricity allow for highly personalized experiences and interactions at every stage of the buyer journey.
For B2B marketers, landing pages are crucial for conversions. The document provides tips to optimize landing pages such as:
1) Maintain branding consistency and keep pages clean and simple.
2) Use short forms that only request essential information like name and email initially to avoid scaring visitors away.
3) Limit links on the page to prevent visitors from getting distracted before converting and use tracked emails to follow up with leads.
Banner Advertising: News of its demise is prematureopstylee
Banner advertising is not dead, but it has evolved from flashy, distracting ads to more targeted, relevant ads. While some ineffective banner ads still exist, successful internet marketers have adopted smaller, simpler banner ads placed on sites matching the intended audience. Banner ads can increase brand awareness over time and be an effective marketing tool when planned carefully by considering ad design, placement, size, and tracking effectiveness.
7 Paid Traffic Sins
Paid Traffic Methods and Risks................................................................6
Paid Traffic.............................................................................................6
Paid Traffic Methods...............................................................................6
Paid Traffic Risks....................................................................................7
Paid Traffic Sin #1 – Attracting Non-Targeted Traffic.................................9
Paid Traffic Sin #2 – Poor Ad Copy.........................................................11
Paid Traffic Sin #3 – No Call to Action....................................................13
Paid Traffic Sin #4 – Sending Visitors to Home Pages..............................15
Paid Traffic Sin #5 – Not Tracking Results..............................................17
Paid Traffic Sin #6 – Not Split-Testing Ads..............................................19
Paid Traffic Sin #7 – Confusing CTR with Conversion..............................21
Bonus Traffic Sin – Falling for Low Quality Paid Traffic.............................23
Conclusion...........................................................................................25
Be mindful of these traffic sins when planning your next campaign. Paid traffic
can provide fast and effective results, but only if you play your part in its
success.
http://myinternettrafficsystems.com
White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space.
A content-rich website (CRW) provides a variety of continually updated content like text, images, and sounds to attract visitors and keep them engaged with the brand. CRWs can be used to build a brand's image and transparency by informing visitors about what the organization offers. They integrate different online media under a single brand presence and are well-suited for considered purchases. While CRWs require ongoing effort to maintain, they can positively impact customer relationships throughout the buying process by addressing awareness, acquisition, sales, and retention gaps. Measurement tools evaluate metrics like visitor traffic and behavior. Examples of successful CRWs include personal sites, media sites, and brand sites.
This document discusses WorkingThree, a marketing agency that specializes in helping brands build relationships with customers through digital communities and social media. It focuses on collecting and using consumer data to provide personalized customer experiences. WorkingThree provides services such as digital strategy, customer experience design, data analysis and insights, and campaign development. It has experience in industries being disrupted by digital communications and can help clients identify new revenue streams through understanding customer behaviors and lifetime value.
Meet Customers Where They Are: Incorporating Social Media Into Your Customer ...Salesforce Marketing Cloud
The time to embrace social channels is now. And incorporating social media strategy is the fast track to providing truly exceptional customer service. Service Cloud and Marketing Cloud have teamed up to show you how customer service and marketing are more closely linked than ever. Use social channels to:
Listen to customers where they are talking
Engage them in more personalized ways
Resolve cases quicker and delight customers
Transform service and create brand advocates
"So much of good customer service is context . . . A customer who has called or tweeted about the same issue three times within the last three months is a very different customer than somebody who just bought the product yesterday." —Tony Kavanagh, VP, Marketing, Salesforce Service Cloud
This document discusses cross-media campaigns. A cross-media campaign utilizes multiple marketing channels, such as direct mail, email, websites, and social media, to deliver coordinated messages to customers. The goal is to provide customers with a consistent brand experience across different media. Effective cross-media campaigns include direct mail with personalized URLs to track customer engagement online. They also incorporate multiple touchpoints, such as follow-up emails, to reinforce the campaign's message. Measuring customer responses allows marketers to optimize cross-channel campaigns for maximum results.
Franchise Sales: Content Marketing for Franchise Lead GenerationRachael Wachstein
Cut through the clutter of banner ads and email blasts advertising franchise opportunities with a smart content marketing strategy that generates quality franchise leads who are excited to hear from you. Franchise sales executives have a so many options to choose from when it comes to lead generation. If you haven't looked into content marketing, you are missing the most powerful tool out there that combines niche targeting with with great content and a smart strategy. Check out our case study to see how it works.
CRM marketing can provide several benefits when integrated with marketing strategies. It allows access to readily available lead information, helps prioritize sales pipelines, and improves alignment between sales and marketing teams. CRM software helps track customer interactions, automate lead qualification, improve revenue tracking, and enables more targeted messaging to prospects. Integrating CRM with marketing automation creates a powerful tool that can enhance lead generation, handoffs, campaign automation, and provide better marketing accountability and ROI measurement.
Proactive Service E-Commerce Optimization White PaperDaniel Obregon
This document discusses how integrating eStara Click to Call and Click to Chat solutions into an ATG environment can help companies provide proactive customer service, increase conversions, and improve the customer experience across online and offline channels. It provides examples of how rules-based triggers can be used to target customers for live assistance based on their online behavior and profiles. Integrating these solutions with ATG personalization capabilities allows companies to deliver personalized, cross-channel interactions.
This document discusses challenges and opportunities related to obtaining a single customer view (SCV) across online and offline retail channels. It notes that while consumers expect seamless experiences, many retailers still struggle to integrate online and in-store data. Successfully bridging this gap requires tools to analyze customer data from all points of interaction. Retailers must also carefully plan integration goals and targets to realize quick returns on investments in SCV programs. Overall, there is no single solution, but a unified view can benefit companies by improving customer understanding, communications, and service. Privacy issues also require careful consideration when obtaining customer data.
The production and management of large volumes of content is fast becoming an expected part of a marketers role. This paper highlights the importance of having the right foundations in place, like a digital asset management solution, to ensure your content marketing succeeds.
3 Ways to Drive Growth Using Your Big DataJim Nichols
Most marketers believe that programs powered by big data have the potential to radically improve business and drive
growth. But understanding the potential value of big data – and actually realizing it – are two very different things.
While many brands have invested millions to collect this
valuable marketing intelligence, few CMOs claim to be
maximizing their results with it. While leveraging your
big data to drive sales isn’t necessarily an easy thing, it is
possible – and it doesn’t require years to develop big data
strategies and tactics you can count on to deliver higher
return. In fact, many can reap the benefits in weeks.
The Power of Modern Digital Marketing Automationrun_frictionless
Modern consumers are Web-savvy, mobile-loving people who typically spend more time online than reading magazines and watching TV. These changes in behavior are fundamentally changing the face of marketing – and in ways that are bringing about the convergence of direct marketing and mass marketing. For example, if you are a direct marketing professional executing targeted email campaigns and mobile marketing strategies, you are likely bumping up against mass-marketing campaigns. Why? Because like you, mass marketers are investing more in online ads than ever before – at the expense of TV commercials and print ads.
https://runfrictionless.com/b2b-white-paper-service/
6 Most Overlooked Ways to Personalization in B2B E-commercei95Dev
B2B or B2C, personalization is the talk of the town. Here are 6 most overlooked ways to personalize the customer experience in the world of B2B e-commerce.
Is this the new way for the future and is Cognitive able to help marketers?
What if you had a system that could...
discover and target audiences within minutes?
activate the right message and deliver to the right individuals at the right time through real-time personalisation rules?
engage digitally with customers in a more human way to personalise service and increase conversion throughout their relationship?
predict whether a campaign is likely to fall short of its goal, so the marketing team can course-correct in ight and deliver for the business?
analyse all of your content, and that of your key competitors, and then assess your “tone” and theirs and guide your team to create better content?
Find and and select images and other content to use in your next marketing campaign based on alignment with your message?
360° Customer Capture - Enabling Retailers to Deliver a Complete Shopping Experience. Now!
TechVista provides a unified approach that reduces complexity for Retailers, allowing them to focus on connecting with customers and empowering their employees across all channels that allows them the flexibility necessary to respond quickly to the needs of your customers. TechVista empowers Retailers to deliver a complete shopping experience – personal, seamless, and differentiated – by helping them create a complete 360-degree view of the customer.
5 steps to unlock the true potential of your audience dataCxense
No publisher is going to survive over the next three to five years if they don’t become data savvy. Every publisher and media brand needs to get the right tools in place to get to grips with data.
Virtually everyone agrees that a personalized message tailored specifically to an individual’s wants and needs is more likely to drive a transaction than a general one. Here are a few key drivers behind this belief and the increasing interest in marketing personalization:
• The population is more heterogeneous
• Products are more specialized and purchase
cycles have fragmented
• Media channels and audiences have fragmented
• Relentless evaluation, extensive comparison shopping
and show rooming are the norm, not the exception
• Individuals are more demanding – they expect a seamless brand experience, along with messages and offers that match their particular preferences
As a result of these market forces, many marketers are convinced that personalized communications with prospects and customers are essential to maximize their retail sales.
Virtually everyone agrees that a personalized message tailored specifically to an individual’s wants and needs is more likely to drive a transaction than a general one. Here are a few key drivers behind this belief and the increasing interest in marketing personalization:
• The population is more heterogeneous
• Products are more specialized and purchase cycles have fragmented
• Media channels and audiences have fragmented
• Relentless evaluation, extensive comparison shopping
and show rooming are the norm, not the exception
• Individuals are more demanding – they expect a seamless
brand experience, along with messages and offers that
match their particular preferences
As a result of these market forces, many marketers are convinced that personalized communications with prospects and customers are essential to maximize their retail sales.
This document provides an overview of Geofeedia's location-based social media monitoring technology and outlines 10 destinations for effective geosocial marketing. It explains how geosocial data can provide insights for event marketing, customer service, in-store intelligence, public relations, user-generated content, location analysis, and more. The document encourages marketers to utilize Geofeedia's features like location alerts, streamer, publisher, and mobile app to access comprehensive social media data tagged by location.
Since the introduction of the Internet to the public in 1994, our world has moved online. This has quickly been followed by money.
Whether you have a personal blog, business website, or are making money through online advertising, today's currency of success relies, almost exclusively, on the science of cultivating more significant traffic to your website.
The traffic that you bring to your website is crucial because it helps you increase your rankings on the various search engines, which is how potential customers can find your company.
It also helps you to gain expertise in your industry, which allows you to establish your influence on a particular topic, giving you the ability to earn money.
NATIONAL INSTITUTE OF DIGITAL 3MARKETINGtherealone799
NIDM (National Institute Of Digital Marketing) Bangalore Is One Of The Leading & best Digital Marketing Institute In Bangalore, India And We Have Brand Value For The Quality Of Education Which We Provide. Our Curriculum/ Courses Are Designed with Practical knowledge are Fully For Job Orientation Bases. We have the best curriculum, trainers and unlimited practical hours on live project.
https://wiseinvestoronline.blogspot.com/2024/06/why-privacy-focused-marketing-is-future.html
How individual buyer behavior is used to segment your audience and build pers...breakoutrevenue
This document summarizes Episode 2 of the breakoutCMO web series. It discusses using individual buyer behavior data to understand customers rather than traditional segmentation. Real-time analysis of online behavior can show customers' interests. Mapping this "digital DNA" reveals what topics interested buyers consume before purchases. The document then presents solutions like using interest data to better target audiences, identify new customer segments, and personalize communications across the buyer's journey.
The document provides an overview of the key steps involved in implementing a closed loop lead generation process for small businesses. It discusses setting objectives, choosing lead generation vehicles, capturing leads, integrating with CRM software, and following up on leads. The goal of a closed loop process is to generate, qualify, nurture and ultimately convert sales leads at each stage of the customer lifecycle.
The Industrial Supplier's Guide to Online Marketing Success | GlobalSpecChristianJHaight
This document provides guidance on improving webinar marketing strategies for industrial companies. It recommends using webinar software that enables interactive content and engagement tracking. When presenting on video, pay attention to lighting, background, visuals, and post-event follow up. Engagement is important, so use live polls and combine slides with video. The goal is to stand out from other webinars, keep audiences engaged through the virtual format, and positively represent your brand.
This document discusses using social networks like Facebook for marketing. It focuses on how Facebook can help businesses reach customers, be more discoverable and connect with people. Specifically, it notes that Facebook allows targeting advertisements to the most probable customers directly. Costs for advertising on Facebook include cost per click (CPC) around Rs. 6 and cost per impression (CPM) of Rs. 30. The document provides examples of how companies like Amazon, Maggi noodles and Ola cabs have used Facebook successfully for marketing purposes.
The document discusses how community clouds can transform businesses in 10 ways by connecting customers, employees, and partners. It provides examples of how community clouds can cultivate customer loyalty, reduce customer service costs, increase employee productivity, and optimize partner networks. Community clouds keep stakeholders engaged and informed, streamline processes, foster collaboration, and help businesses grow by connecting the right people and information.
Guide to Programmatic Media buying for recruitment. Top tips, explanation of strategic uses, examples of how ads are targeted and all the important terms decoded.
Today’s retail landscape offers unprecedented opportunities alongside some daunting challenges. Economic factors, the increasing choice in products and shopping formats, and unparalleled access to information are fuelling today’s empowered shoppers, who expect more from their retail experience.
Predictive content analytics takes the guesswork out of content marketing.breakoutrevenue
Predictive content analytics for marketing improves the ROI of your content marketing investments by advising you in real-time which topics are attracting and engaging your ideal buyers. These powerful tools provide topic level analysis on what content your buyer has consumed and what they are likely to consume; what will engage them during their journey to becoming a customer.
This session will teach you about the evolution of predictive analytics and how predictive content analytics can be leveraged to solve three major challenges for content marketers: content strategy and topic selection, personalized lead nurturing and sales alignment.
Similar to 7 digital marketing_strategies_made_better_through_an_integrated_marketing_platform (20)
This document introduces More2Spot and their goal of contributing to and inspiring company leaders to create new customer values and management approaches in a broader way. It argues that companies can only do this by considering broader social influences and adopting a long-term approach that benefits all stakeholders. More2Spot aims to provide insights on innovative management and value creation strategies, especially related to sales, marketing, customer support and innovation, showing how these strategies can be enabled by new technologies and automation tools.
Obtaining sponsorship and resources to implement sales/ marketing automationMore2spot
Implementing or replacing a marketing automation solution requires convincing executives and overcoming challenges. These include gaining buy-in from sales and other departments, competing initiatives, skepticism about value, and lack of understanding. To increase approval probability, thoroughly understand decision-makers, present concepts simply, provide implementation costs and anticipated results, candidly discuss risks, define clear metrics, separate short and long-term goals, and use case studies and referrals to bolster the case. Passion and commitment can also help convince executives.
Research: Sales Force CRM - an effective solution for small en medium size en...More2spot
Salesforce CRM allows small businesses to grow in four key ways:
1. Make employees more productive by customizing the system, centralizing information, using Chatter for updates, integrating with other apps, and going mobile.
2. Generate more business by setting up reminders and lead capture, helping people find the business online, and making the business seem bigger.
3. Manage the sales cycle by tracking all deals and creating reports and dashboards.
4. Enhance CRM functionality with additional apps and features.
The document is a guide for building successful inside sales teams globally. It discusses how shifts in buying behaviors have increased the importance of inside sales. Inside sales teams can engage more buyers, increase deal conversion, and accelerate sales cycles at a lower cost than traditional field sales. The guide outlines specialized sales roles like sales development teams that qualify leads and nurture early-stage buyers. It also details the buyer's journey in six stages and how inside and field sales teams can enhance the experience.
Marketing is increasingly taking over roles that were traditionally performed by sales departments. With digital technologies, marketing teams can now gather more customer data, personalize outreach, and track engagement throughout the buyer's journey. This has blurred the lines between marketing and sales, with some arguing that marketing has become the new sales.
Selecting a marketing automation application requires evaluating several key factors like your budget, team size, goals, and current systems. Consider your marketing needs and objectives, research different software options and their features, and try free trials of top contenders to see which platform is the best fit for your business needs and workflow. Choosing the right marketing automation software involves assessing your specific requirements and testing options to find a solution that aligns with your goals and integrates smoothly into your current tech stack.
Understanding User Needs and Satisfying ThemAggregage
https://www.productmanagementtoday.com/frs/26903918/understanding-user-needs-and-satisfying-them
We know we want to create products which our customers find to be valuable. Whether we label it as customer-centric or product-led depends on how long we've been doing product management. There are three challenges we face when doing this. The obvious challenge is figuring out what our users need; the non-obvious challenges are in creating a shared understanding of those needs and in sensing if what we're doing is meeting those needs.
In this webinar, we won't focus on the research methods for discovering user-needs. We will focus on synthesis of the needs we discover, communication and alignment tools, and how we operationalize addressing those needs.
Industry expert Scott Sehlhorst will:
• Introduce a taxonomy for user goals with real world examples
• Present the Onion Diagram, a tool for contextualizing task-level goals
• Illustrate how customer journey maps capture activity-level and task-level goals
• Demonstrate the best approach to selection and prioritization of user-goals to address
• Highlight the crucial benchmarks, observable changes, in ensuring fulfillment of customer needs
Company Valuation webinar series - Tuesday, 4 June 2024FelixPerez547899
This session provided an update as to the latest valuation data in the UK and then delved into a discussion on the upcoming election and the impacts on valuation. We finished, as always with a Q&A
How MJ Global Leads the Packaging Industry.pdfMJ Global
MJ Global's success in staying ahead of the curve in the packaging industry is a testament to its dedication to innovation, sustainability, and customer-centricity. By embracing technological advancements, leading in eco-friendly solutions, collaborating with industry leaders, and adapting to evolving consumer preferences, MJ Global continues to set new standards in the packaging sector.
At Techbox Square, in Singapore, we're not just creative web designers and developers, we're the driving force behind your brand identity. Contact us today.
HOW TO START UP A COMPANY A STEP-BY-STEP GUIDE.pdf46adnanshahzad
How to Start Up a Company: A Step-by-Step Guide Starting a company is an exciting adventure that combines creativity, strategy, and hard work. It can seem overwhelming at first, but with the right guidance, anyone can transform a great idea into a successful business. Let's dive into how to start up a company, from the initial spark of an idea to securing funding and launching your startup.
Introduction
Have you ever dreamed of turning your innovative idea into a thriving business? Starting a company involves numerous steps and decisions, but don't worry—we're here to help. Whether you're exploring how to start a startup company or wondering how to start up a small business, this guide will walk you through the process, step by step.
How to Implement a Real Estate CRM SoftwareSalesTown
To implement a CRM for real estate, set clear goals, choose a CRM with key real estate features, and customize it to your needs. Migrate your data, train your team, and use automation to save time. Monitor performance, ensure data security, and use the CRM to enhance marketing. Regularly check its effectiveness to improve your business.
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challengesHolger Mueller
Holger Mueller of Constellation Research shares his key takeaways from SAP's Sapphire confernece, held in Orlando, June 3rd till 5th 2024, in the Orange Convention Center.
Digital Marketing with a Focus on Sustainabilitysssourabhsharma
Digital Marketing best practices including influencer marketing, content creators, and omnichannel marketing for Sustainable Brands at the Sustainable Cosmetics Summit 2024 in New York
Unveiling the Dynamic Personalities, Key Dates, and Horoscope Insights: Gemin...my Pandit
Explore the fascinating world of the Gemini Zodiac Sign. Discover the unique personality traits, key dates, and horoscope insights of Gemini individuals. Learn how their sociable, communicative nature and boundless curiosity make them the dynamic explorers of the zodiac. Dive into the duality of the Gemini sign and understand their intellectual and adventurous spirit.
Zodiac Signs and Food Preferences_ What Your Sign Says About Your Tastemy Pandit
Know what your zodiac sign says about your taste in food! Explore how the 12 zodiac signs influence your culinary preferences with insights from MyPandit. Dive into astrology and flavors!
B2B payments are rapidly changing. Find out the 5 key questions you need to be asking yourself to be sure you are mastering B2B payments today. Learn more at www.BlueSnap.com.
❼❷⓿❺❻❷❽❷❼❽ Dpboss Matka Result Satta Matka Guessing Satta Fix jodi Kalyan Final ank Satta Matka Dpbos Final ank Satta Matta Matka 143 Kalyan Matka Guessing Final Matka Final ank Today Matka 420 Satta Batta Satta 143 Kalyan Chart Main Bazar Chart vip Matka Guessing Dpboss 143 Guessing Kalyan night
3 Simple Steps To Buy Verified Payoneer Account In 2024SEOSMMEARTH
Buy Verified Payoneer Account: Quick and Secure Way to Receive Payments
Buy Verified Payoneer Account With 100% secure documents, [ USA, UK, CA ]. Are you looking for a reliable and safe way to receive payments online? Then you need buy verified Payoneer account ! Payoneer is a global payment platform that allows businesses and individuals to send and receive money in over 200 countries.
If You Want To More Information just Contact Now:
Skype: SEOSMMEARTH
Telegram: @seosmmearth
Gmail: seosmmearth@gmail.com
[To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
This PowerPoint compilation offers a comprehensive overview of 20 leading innovation management frameworks and methodologies, selected for their broad applicability across various industries and organizational contexts. These frameworks are valuable resources for a wide range of users, including business professionals, educators, and consultants.
Each framework is presented with visually engaging diagrams and templates, ensuring the content is both informative and appealing. While this compilation is thorough, please note that the slides are intended as supplementary resources and may not be sufficient for standalone instructional purposes.
This compilation is ideal for anyone looking to enhance their understanding of innovation management and drive meaningful change within their organization. Whether you aim to improve product development processes, enhance customer experiences, or drive digital transformation, these frameworks offer valuable insights and tools to help you achieve your goals.
INCLUDED FRAMEWORKS/MODELS:
1. Stanford’s Design Thinking
2. IDEO’s Human-Centered Design
3. Strategyzer’s Business Model Innovation
4. Lean Startup Methodology
5. Agile Innovation Framework
6. Doblin’s Ten Types of Innovation
7. McKinsey’s Three Horizons of Growth
8. Customer Journey Map
9. Christensen’s Disruptive Innovation Theory
10. Blue Ocean Strategy
11. Strategyn’s Jobs-To-Be-Done (JTBD) Framework with Job Map
12. Design Sprint Framework
13. The Double Diamond
14. Lean Six Sigma DMAIC
15. TRIZ Problem-Solving Framework
16. Edward de Bono’s Six Thinking Hats
17. Stage-Gate Model
18. Toyota’s Six Steps of Kaizen
19. Microsoft’s Digital Transformation Framework
20. Design for Six Sigma (DFSS)
To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations
Industrial Tech SW: Category Renewal and CreationChristian Dahlen
Every industrial revolution has created a new set of categories and a new set of players.
Multiple new technologies have emerged, but Samsara and C3.ai are only two companies which have gone public so far.
Manufacturing startups constitute the largest pipeline share of unicorns and IPO candidates in the SF Bay Area, and software startups dominate in Germany.
How are Lilac French Bulldogs Beauty Charming the World and Capturing Hearts....Lacey Max
“After being the most listed dog breed in the United States for 31
years in a row, the Labrador Retriever has dropped to second place
in the American Kennel Club's annual survey of the country's most
popular canines. The French Bulldog is the new top dog in the
United States as of 2022. The stylish puppy has ascended the
rankings in rapid time despite having health concerns and limited
color choices.”
Brian Fitzsimmons on the Business Strategy and Content Flywheel of Barstool S...Neil Horowitz
On episode 272 of the Digital and Social Media Sports Podcast, Neil chatted with Brian Fitzsimmons, Director of Licensing and Business Development for Barstool Sports.
What follows is a collection of snippets from the podcast. To hear the full interview and more, check out the podcast on all podcast platforms and at www.dsmsports.net
2. PAGE 2
Make Your Website as
Dynamic and Personalized
as Your Emails .............................................4
Video: “Personalizing the Web Experience
for Every Customer Through a CMS Integration” .....5
Send Personalized, Timely
Cart Recovery Messages ....................... 6
Success story: DEMCO ......................................................7
Employ Both Marketing
And Sales Data To Enhance
Lead Management .................................... 8
Success Story: InsideOut...................................................9
Incorporate Product
Recommendations And Ratings
Into Emails....................................................10
Success Story: SmartPak...................................................11
Video: “Integrating Ratings and
Recommendations into Your Content” ......................11
1
2
3
5
4
Use Sophisticated Real-Time
Multivariate Testing to Drive
Engagement and Success .........................12
Success Story: Peter Glenn Sports...............................13
Find New Ways To Improve Sales
and Marketing Alignment .......................14
Video: “Enhancing Marketing-Sales Alignment
and Lead Nurturing via a CRM Integration” ...........15
Use Predictive Analytics To Boost
Campaign Performance ..........................16
Video: “Using Predictive Analytics
& Data Management Tools” ............................................17
Conclusion....................................................18
Footnotes.........................................................................................18
Additional Resources...............................18
Silverpop Partners....................................19
6
7
Contents
3. PAGE 3
7
Digital Marketing Strategies Made Better
Through an Integrated Marketing Platform
“Nooneknowseverything.Buttogether,
we knowawholelot,”saidbusiness
authorSimonSinek.And giventoday’s
sophisticated,social-savvybuyers,today’s
marketers needtoknowawholelotabout
theircustomersandprospectstodeliverthe
contenttheywant,whentheywant.
In manycases,reachingthislevelof
sophisticationrequiresmorethangoing
italone.Andthatmeansintegratingyour
variousmarketingsolutions.
Dependingonyourbusinessneeds,extending
yourdigitalmarketingtoolboxbyintegrating
withrelatedmarketingtechnologiescanhelp
solvethetwocriticalchallengesfacingevery
companytoday:theneedtocollectdata,and
theabilitytoactonit.
Every day, customers and prospects
are interacting with businesses in
different ways. Some are reading your
email on their tablets and clicking
through to surf your website. Others
are perusing your Facebook,Twitter
and LinkedIn pages on their desktop
computers. Still others are standing
in your store or at your booth with
smartphones in hand, checking in,
scanning a QR code or sending your
company a text message. And so on.
Amidst this deluge of data, integrating
marketing systems can help you gain
seamless access to information ranging
fromWeb behaviors to buying patterns
to product recommendations and ratings
— and much more.
Ofcourse,whileit’sfantastictohaveallthis
data,itwon’tdoyoumuchgoodifyoucan’tdo
anythingwithit–orifincorporatingitintoyour
campaignsisanarduous,time-consumingtask.
Integrationsenableyoutotakethatdataand
dosomethingwithit,whetherit’spersonalizing
anemail,customizingaWebpageoralerting
saleswhenaleadstatuschanges.
Hereareseven digital marketing strategies
madebetter throughan integratedmarketing
platform,includinghowtheycanenhanceyour
marketing programs, tips for implementing
them,andsuccess stories from the field.
TWEET THIS!
ReadingSilverpop’s“7DigitalMarketing
StrategiesMadeBetterThroughan
IntegratedMarketingPlatform”
4. PAGE 4
Make Your Website as Dynamic
and Personalized as Your Emails
Savvymarketersarealwayslookingforways
tomaketheiremailsmorerelevanttoeach
recipient,sendingcontactsdowndifferent
messagingtracksorservingupdynamic
contentbasedonthatperson’sprevious
behaviors,interestsordemographics.
In an ideal world, that level of
customization would extend to as many
touch points as possible. But creating
and managing content across multiple
channels and devices often involves
inefficient silos of data and technology.
Consider the average company website.
Typically, every person who visits sees
the same articles, offers and images,
regardless of who they are or how they’ve
interacted with that company in other
channels.The result can be a less relevant,
less satisfying customer experience.
HowAn Integrated PlatformCan Help
Integrating your digital marketing
platform with certain content
management systems enables you to
deliver more personalizedWeb content at
a specific point in time — but also allows
that content to evolve based on visitor
interactions and activity across
any channel and marketing program.
The result is content that is alive, adaptive
and always representative of the visitor’s
current interests.
To create such a website, you’d build
dynamic content blocks within your site,
then set up business rules that determine
which content different types of visitors
will see.When someone visits your site,
the content management system pulls
in data from your unified marketing
1
1 database, then displays images, offers,
text, etc. based on the visitor’s previous
behaviors and interests.
Best of all, every touch point builds on the
last, with your digital marketing platform
andCMS feeding information back and
forth to make your data smarter.The result
is a seamless customer experience that
mirrors the type of individual interactions
people expect offline — but rarely
experience online.
QuickTips
• Employ progressive profiling to
gather actionable data.Bothon your
websiteandlanding pages, tryusing a
progressiveWebforms builder to pose
new questions eachtime a contact
visits, steadilygaining deeper insight
5. PAGE 5
intotheirinterests.Justsetupafew
basicrules,andyoucanaskcontacts
foroneortwoadditionalpiecesof
informationateveryinteraction,
gatheringinformationwithoutscaring
themoffwithlongforms.
• Make it easy for customers and
prospects to provide data across
platforms. Intoday’smultichannel
world,youcan’tcountoncontacts
enteringinformationviayourwebsite,
somakesureyouhaveanautomated
processinplaceforcollectingdata
acrosschannels.Let’ssayafemale
customervisitsyourchocolateshop.Via
anSMSpromotiondisplay,ascannable
QRcodeoraniPad,youcouldcollect
thecustomer’semailaddressand
favoritetypeofchocolate,then
automaticallyfeedthisinformationinto
your master database.Thenexttime
thatcustomer opensyour emailand
clicksthroughtoyour site,youcould
customizeher experiencebyincludinga
backgroundimageandrecipereflecting
her favoritechocolatetype.
• Experiment with customizing
different pieces of content.So,
whereshouldyoubuildinyour
dynamic content rules?Tryproviding
personalizedtext, graphics, offers,
videos andmore, andsee what most
stronglyengages your contacts.
Remember to sprinklein content
that’sfun andeducational as well as
promotional.
Personalizing the Web Experience for Every
Customer Through a CMS Integration
View the video >>>
6. PAGE 6
Send Personalized, Timely Cart
Recovery Messages
Peopleabandontheircartsformanyreasons
–toomanydistractions,displeasurewith
shippingcosts,dauntedbyalongform,
uncertainaboutthenextstep,usingthecart
asawishlist…yougetthepicture.
Many companies give up at this point.
But in some cases, a follow-up message
or series of messages delivered with the
right tone, content and offers can
recover these lost opportunities
and translate them into gains for
your company.
One study, for example, showed that
three out of four cart abandoners will
respond to cart recovery emails, whether
to purchase or just to browse1
. And while
cart abandonment messages typically
make up a small percentage of company
These include incorporating product
reviews and ratings (see p. 10), as well
as segmenting based on the order size.
For example, you might only offer free
shipping to those whose abandoned carts
total more than $75.
QuickTips
• Send multiple emails. Although one
cart recovery message is certainly
better than none, our experience with
clients indicates that a multistage
series is the best way to boost results.
For example, you might implement a
three-part campaign in which the first
reminder is sent with a few hours of
abandonment (in general, the sooner
the better), the second approximately
24 hours after abandonment, and the
third about a week later.
2 communications, they often garner a
disproportionately large amount of gains.
How An Integrated Platform Can Help
TheWeb analytics, e-commerce platform
or specialized cart/targeting solution
of your choice captures the action of
a customer abandoning a cart on your
site, and the integration with your digital
marketing platform enables you to send a
triggered message at the designated times
of your choosing, reminding customers
that they have an item(s) in their cart.
While best practice is to include the item
name, description and image (pulled in
from whatever third-party system you’re
using), there are a few other techniques
you might employ depending on the
variety of integrations you’re using.
7. PAGE 7
• Convey a strong-service oriented
tone. This might include asking if
the customer had any problems or
if you can answer any questions,
offering alternate channels for
completing the purchase, and
reminding the recipient of your
unique value proposition (e.g. free
returns).
• Put rules into place to stop a
campaign when a customer
comes back and buys. In an age
in which humanization is critical to
boosting engagement and loyalty,
it can come across as impersonal
and annoying if a customer
receives a promotion for an item
he or she just purchased.
SuccessStory: DEMCO
To better reach the 30 percent of
customers who were abandoning their
shopping carts, education supplier
DEMCO initiated a cart recovery
program.To enable this campaign,
DEMCO integrated Adobe and
Silverpop through Adobe Analytics,
a marketing platform that integrates
complementary third-party applications
with Adobe products, giving customers
a single view into their marketing data.
DEMCO utilizes Adobe Analytics online
data to identify customers that have
abandoned their shopping cart on
DEMCO’s website. DEMCO then uses
Silverpop Engage to send a series of
three cart abandonment emails at
one-, three- and five-day intervals
encouraging abandoners to return
to their cart to finalize their
purchase.There are no incentives
offered in the first two emails, but
in the final message, DEMCO offers
abandoners a tote bag when they
finalize their purchase.
“Integrating our Adobe data with
Silverpop Engage allowed us to
target those customers that had left
an item in a cart and encourage
them to return,” says Lisa Moling,
eMarketing Planner, DEMCO. “Our
results show that our series of cart
abandonment emails delivers 97 times
the revenue (per thousand) than our
promotional emails.”
TWEET THIS!
ReadingSilverpop’s“7DigitalMarketing
StrategiesMadeBetterThroughan
IntegratedMarketingPlatform”
8. PAGE 8
Employ Both Marketing and Sales Data
to Enhance Lead Management
Nurture programs enable you to
educate prospects who aren’t yet
ready to engage a sales resource and
gently guide these buyers through
the purchase process by delivering
relevant content such as white
papers, articles and event invitations.
To effectively nurture prospects
through the sales funnel, it’s essential
to have a strong understanding
of who they are and where they
are in the buying cycle.Yet many
businesses’ nurturing efforts are
hampered by siloed data that
prevents the level of customization
needed to engage prospects most
strongly. As a result, leads stall or
drop out of the funnel.
Ask sales for help in identifying which
prospect behaviors are indicative of
strong interest or purchase intent,
and remember that your scoring
model should not only take into
account the actions a prospect took,
but also the frequency and recency of
these actions.
• Nurture based on position in the
buying cycle. Match the content to
the prospect lifecycle. “Interested”
prospects might get welcome
messages along with educational and
best practices content. “Engaged”
leads could receive messaging such
as reminders of upcoming events,
targeted content based on website
visits or product comparisons.
3 How An Integrated Platform Can Help
If your teams are communicating with
prospects based on solely marketing or
sales data, they’re only seeing half the
picture, and their interactions will likely
be half as effective. Synchronizing your
digital marketing platform with your
CRM enables a bidirectional, real-time
flow of data between the two and helps
eliminate duplication of records.
Youcanthenleveragethiscontactdata for
segmentation,targetingandreportingin
your campaigns,aswellasusingittoscore
leadsmoreaccurately.
QuickTips
• Work with sales to develop a
behavior-driven scoring model.
9. PAGE 9
“Lapsed” prospects might be sent
surveys, incentives to revisit the
website, or an invitation to engage
you via another channel.
• Get serious about tracking
revenue from lead acquisition to
account close. Build customized
reports and dashboards that
combine email,Web and social
activity with your Salesforce data,
enabling you to track exactly what
sources (e.g., Google ads,Twitter,
trade show) and offers (e.g., white
paper,Webinar, demo) resulted
in or influenced a sale.Then, use
this information to inform future
campaigns.
SuccessStory: InsideOut
InsideOut knew it wasn’t sending the
most targeted messages to its audience of
executive leaders, HR managers, corporate
directors and previous clients because
it didn’t have the capability to segment
its data and easily target its message
accordingly. In addition, the data that came
from each email was difficult to translate
to the inside sales team, making the leads
generated from each email less valuable.
AftermovingtoSalesforce.comasitsCRM
provider,InsideOutchoseSilverpopasits
digitalmarketingplatform.Duringthe
onboardingprocess,InsideOutcompleted
itsSalesforce.comdataintegration
andstartedusingSilverpopEngagefor
marketingcampaignsfocusedonpromoting
itseducationalworkshops.Inaddition,by
implementingaleadscoringmodelthat
integrateswithSalesforce.com,InsideOut’s
insidesalesteamnowhasasimplewaytosee
whichleadshaveahigherscore.
The integration and related efforts were a
massive success, with InsideOut boosting
prospect engagement, delivering more
high-quality leads to sales, and notching a
6X increase in click-to-open rate. “Through
our Engage integration withSalesforce.com,
we’re getting to know our customers better
and are spending more time with the right
people,” saysJacques Bazinet, InsideOut’sVP
of corporate development and marketing.
“We’ve seen a huge boost in new client
partnerships and revenue.”
10. 4
PAGE 10
Incorporate Product Recommendations
and Ratings Into Emails
Intoday’sbuyer-empoweredworld,people
aredemandinglessgeneric,corporate-
drivenmessaging,andmorepersonal,
humanizedcontent.Providingproduct,
serviceandresourcerecommendations
alignedwiththeinterestsyourcontacts
haveshared,bothexplicitly(viaformsand
preferencecenters)andimplicitly(viatheir
behaviors)isasmartwaytoboostrelevance.
Inaddition,customersareincreasinglyusing
peerreviewsandratingswhenevaluating
possiblepurchases.Byincorporatingproduct
ratingsinyourcontent,youprovidebuyers
withaperspectiveonyourproductorservice
thatgoesbeyondcorporatemessaging,
givingyourmessagingamore“social”feel
andboostingcredibilityintheprocess.
HowAn Integrated PlatformCan Help
Integrationbetweenyourdigitalmarketing
platformandarecommendation,rating
For example, this section might
feature earrings that match a necklace
recently bought, an extended warranty
for an item purchased, or a white paper
related to theWebinar a prospect just
attended.
Depending on your integrations, you
couldalso include product ratings
and/or reviews for anyofthesuggested
items you highlighted, building trust
withyour audience andpositioning your
companyas a helpful resource.
QuickTips:
• Test the number of recommended
products. Shouldyou include one
recommendedproduct, three, or some
other number?Test to determine
what drives themost revenue without
overcluttering your messageand
overwhelming your recipients.
andreviews,orpersonalizationplatform
enablesyoutoincludecustomized
recommendationsandproductratingsin
pre-purchase,promotionalandtransactional
emails.Becausetherecommendationsare
basedonrecipientactionsandinterests,
relevanceisinstantlyincreased,which
typicallyleadstoaboostinrevenue.
For example,youcouldcreateapost-
purchaseupsell/cross-sellemailwitha
sectionalertingtherecipientthat“people
thatboughtItemAthatyourecently
bought,frequentlyalsoboughtitem B.”
Your productreview softwareaggregates
andanalyzescustomer behaviorstoidentify
whatcontentcustomerswhoboughtItemA
findinterestingandengaging.
Then, via the integration with your digital
marketing platform, that content can be
served up in your post-purchase email.
11. PAGE 11
• Ask for product reviews. Set up
an automated trigger that sends
a message requesting a product
review one or two weeks after a
purchase (test timing and use of
incentives).You’ll accumulate more
user-generated content and gain an
extra touch point. Once the review
goes live, send a “your rating/review
has been posted” email along with a
related discount (if applicable) and
a call to action for the recipient to
share with his or her social network.
• Reward top content contributors.
Give those who review and share
your content special status, such as
providing them sneak peeks at
new products or offering them
special discounts.You’ll build loyalty
and likely increase message reach
even more.
SuccessStory:SmartPak
SmartPak,anonlineprovider of horse
suppliesandequinesupplements,was
lookingtomakeitscartabandonment
emailsevenmoreeffectiveandrelevant.
Throughanintegrationwithpersonalization
softwareproviderCertona,itbegin
pullinginfour productrecommendations
anddisplayingthem atthebottom of
itscartrecoveryemails.Theproduct
recommendationsincludeaphoto,product
name,priceandcustomer rating.
Theresultshavebeenfantastic,withtheseemails
garneringa10.2percentclick-throughrateand
50percentconversionratewhiletallying$4.80
inrevenueperemail.“Silverpophasenabled
SmartPaktomakeourvisionofmarketing
automationareality,”saysCareyMarstonKegel,
emailmarketingmanager,SmartPakEquine.
“Asaresult,SmartPakissendingmillionsof
behaviorallytriggeredemailspermonth,and
emailisgeneratingaverysignificantportionofall
onlinemarketingrevenue.”
Integrating Ratings and
Recommendations into Your Content
View the video >>>
12. 5
PAGE 12
Use Sophisticated Real-Time Multivariate Testing
to Drive Engagement and Success
Whatcreativeelementswillresonatemost
stronglywithyourcustomersandprospects?
Sometimes,theanswerscansurpriseeven
thesavviestofmarketers.Studyingprevious
reportscanhelpinsomecases,butlesssoin
others.Inmanyinstances,testingistheonly
waytoknowforsure.
Despitethebenefitsoftesting,some
marketersskipthisstepbecauseof time
constraints.Othersfeellimitedbywhat
theycantestorhowquicklytheycanacton
thefindings.
HowAn Integrated PlatformCan Help
Typically once an email is sent, its
content can no longer be altered.
Integrating with a testing and
optimization partner can shift that
paradigm.With certain integrations, you
Thewinning content is then automatically
servedto the remainder ofthe database,
ensuring the best content gets to thelargest
portion ofthelist.
QuickTips:
• Go beyond subject lines. While
testing subject lines is an excellent
way to improve results, don’t stop
there. Other elements you may
want to test include offers, buttons,
images, copy blocks and design
elements. Possible comparisons
include aggressive CTA versus subtle,
action image versus lifestyle, use of
symbols versus copy only,Web fonts
versus design fonts, and much more.
• Colors matter. Does it matter if a
graphical element is red or green?You
can test different visual elements in an
email against each other, then have your
system choose the winning option in real
time and send the rest of your recipients
that content.
Here’s how it works: Once an integration
is set up, users create special sections
within their mailings that dynamically
render different content to each
recipients. For example, you might
choose two images of a product – one
static, and one action.When the mailing
is sent, the first few percent who open
the mailing are served the different
image options. Performance of these
content variables is monitored in real
time, and when one content element is
clearly outperforming the rest, a “winner”
is selected.
13. PAGE 13
might be surprised — Silverpop
clients have found that sometimes
simply swapping colors on a CTA
button can boost clicks 20 percent
to 30 percent.
• Test multiple combinations at
once. Different combinations
of content elements may yield
different winners. Using partners
that enable multivariate testing,
you can exponentially increase
the number of elements you test,
boosting the chance of finding
the perfect revenue-generating
combination.The numbers add
up quick: testing four images with
three options each would yield
81 unique combinations.
SuccessStory: PeterGlennSports
onlyneeded2,767 readers to determine the
winningimagewitha 100 percent statistical
validity.All theremaining recipients saw the
best-converting header image.
Theresultswereimpactful,withthe
lifestyle-focusedemailscoringawhopping
63percent increaseinclickrate.“Weall
thoughtthatthefirstimage,showingthe
productsthatareforsale,wouldworkbest,
butitwasthelifestyleimagethatresulted
inasignificantliftinclickrate,”saidDavid
Mahoney,directorofmarketing,PeterGlenn
Ski&Sports.“We’reveryimpressedwiththe
8Secondstechnology.Setuptakesnolonger
than fiveminutes,andourpromotional
emailsareimprovedonthefly!”
Peter Glenn Ski & Sports, an outdoor gear
retailer, had a successful email program
in place, but wanted to see if it could
optimize its messages even more. Using
Silverpop partner 8Seconds, it decided
to do a comparison of two different
header graphical images for one of its
promotional emails on water sports.The
first email was product-focused (above
left), showing all the items on sale that
week.The second email was lifestyle-
focused and pictured people performing
fast-paced watersports.
Using8Seconds,bothof theheader images
wereexposedtothetestcontrolgroupto
measurewhichworkedbest.8Seconds
14. 6
PAGE 14
Find New Ways To Improve Sales
And Marketing Alignment
Marketingandsalesalignmentiscriticalto
companygrowth,butit’snotuncommon
forrelationsbetweentheteamstobe
strained.Whetherit’sanabsenceof
communication,alackofprocess,or just
achallengingmarketplace,tensionscan
build,withfinger-pointingaboutoneside
notproducingenoughleadsandtheother
sidenotclosingenoughdeals.
Butwhilemarketingandsalesmaylookat
theworldthroughdifferentlenses,there’s
noreasonthetwocan’tworkharmoniously
andleverageoneanother’sstrengths,
especiallygiventheemergenceof new
technologiesthatmakeiteasier thanever
tobreakdownthesilos.Withtheright
strategyandafewsimpleadjustments,
marketingandsalescanmovecloser
together–andcompaniescanreap
significantprofitsasaresult.
salespeople are typically familiar and
comfortable with.
And for those times when a salesperson
calls a prospect and discovers, for
example, that he’s a few months
from making a purchase decision, the
integration enables the salesperson
to easily drop the prospect into an
automated campaign powered by your
digital marketing platform. Instead of
stalling or dropping out of the funnel, the
prospect is nurtured along until he’s ready
to buy.
QuickTips
• Streamline sales alerts.Time can be
precious when it comes to making a
sale, so create sales alerts that will let
reps know immediately when a lead
goes from warm to hot, so they can
HowAn Integrated PlatformCan Help
For a salesperson, it can be frustrating to
go into a call with a prospect with little to
no understanding of previous marketing
communications with that prospect,
such as what messages were sent, how
frequently they were sent, and which
search terms brought that prospect to
the company website. Instead of quickly
zeroing in on the prospect’s interests
and concerns, the salesperson is forced
to grope around to try and figure out the
person’s pain points.
Integration between a digital marketing
platform and your CRM can provide
improved visibility into a prospect’s
previous interactions with the company’s
marketing campaigns from within various
leading CRM solutions, such as Salesforce
or Microsoft – an environment that
15. PAGE 15
act on it right away. Use multiple
forms of communication to convey
the opportunity, such as sending a
sales alert to the rep’s email inbox,
a sales notification to the CRM
system, and/or a direct push to the
individual sales rep’s lead queue.
• Give sales full visibility into
behavioral activities. Behavioral
data allows that first phone call
to a client or prospect to be much
“warmer.” It’s a nice conversation
starter to say, “I see you’ve
downloaded our budgeting and
planning workbook. Can I help
you put together some planning
figures for your budget for next
year?”To make this happen easily,
the marketing team should make
sure that behavioral data is being
captured across channels and
integrated into the CRM system
that salespeople are using to make
their initial contact.
• Provide marketing templates
for sales to use. Drop marketing-
approved email templates into
the Salesforce user interface so
salespeople can grab them at a
moment’s notice if needed, send
to a prospect and then track the
Enhancing Marketing-Sales Alignment and
Lead Nurturing via a CRM Integration
View the video >>>
results.The easy accessibility will
build goodwill, help assure unified
messaging across departments,
and take advantage of your digital
marketing platform’s superior
deliverability.
16. 7
PAGE 16
Use Predictive Analytics To Boost
Campaign Performance
Big data is all the rage right now, with
lots of differing viewpoint on exactly
what the term means. But no matter
how you define it, there’s no debating
that marketers have access to more
customer and prospect information
than ever, with new communication
channels emerging each year and
technologies bridging the gap
between offline and online behaviors
across devices.
Capturing this data across channels and
devices is critical. But once you have this
data, the massive volume can become
paralyzing rather than empowering.
How can you take this tsunami of
information and turn it into something
actionable that you can use to deliver
the right message at the right time to
each individual in your database?
Let’s say you’re noticing an uptick in the
number of opt-outs.Through a predictive
analytics integration, you could gain
insights on aggregate patterns within
your database. Does a lack of email clicks
within 60 days signal trouble, or is it only
after 120 days of inactivity that a contact
is significantly more likely to opt out? Or,
if a customer stops opening your emails
but continues to interact with you via
SMS, at what point should you contact
that person to inquire about changing
communication preferences?
Depending on the answers, you might
decide to set up an inactivation scoring
model that wouldreduce a contact’s
score significantlyifhe or she went four
months without opening an email, perhaps
dropping that contact into a reactivation
program designedto re-engage them.Or,
HowAn Integrated PlatformCan Help
Integrating with a technology company
that specializes in business intelligence or
predictive analytics can help ensure that
your deep data-driven knowledge of your
customers and prospects translates to
lifecycle-centered campaigns that increase
engagement levels and drive revenue.
These business intelligence platforms
predict a set of outcomes based on
measured variables, assumptions and
inputs, working in the background to
understand how different microsegments
have responded to different marketing
actions – and how they will react in the
future. Marketers can then use these
learnings to determine how much to
spend, who to target, how to differentiate
offers, and how to contact customers
over time.
17. PAGE 17
youmightsetup“if/then”rulesetsthat
wouldsendacontactdowna“changeyour
communicationpreferences”messaging
trackifshestoppedinteractingwithyouin
one channelbutcontinuedonanother.
QuickTips
• Create a centralized database. Seek
a360-degreeviewofyourcustomers
andprospects.Mergethoselists,
implementprogressiveprofiling,turn
onWebtrackingandbuildintegrations
–anythingyoucandotocapture
behaviorsandinterestscross-channel
andcross-device.Themoredatayou
have,themoretrendsyoucandiscover.
• Think lifecycle. Aggregate data
may reveal new insights about your
customers’ and prospects’ needs.
Think about the typical journey your
contacts take during their relationship
with you, and what content you could
provide that would deepen their
engagement at different stages during
their journey. It’s likely they’ll be
looking for different types of content
from you at different times.After
all, the hot chocolate you crave on a
freezing cold day probably wouldn’t
be nearly as appealing on a balmy
summer afternoon six months later.
Using Predictive Analytics &
Data Management Tools
View the video >>>
• Look at the marketing-sales
relationship in new ways. How might
theorder, combination andfrequencyof
marketing touches impact sales? How
does theeffect oftheseinteractions
decay over time?Anddoes interaction
withcertain pieces ofcontent designate
astronger level ofengagement than
others?Questions likethesecan help
youoptimizeyour marketing initiatives.
18. PAGE 18
Conclusion
“What are the spaces that diversify, expand
your possibility space, give you more tools and
more spare parts?” asksSteven B.Johnson,
best-selling author of Where IdeasCome
From, in many of his keynotes.The answer, he
discovered, frequently involves collaboration
across disciplines and platforms.
Thesametenetsapplytothemarketingworld.
Ifyouwanttoserveupthehighlyrelevant,
personalcontenttoday’scustomersandprospects
expect,you’vegottouseeverytoolinthe
marketingtoolbox–and,sometimes,addafew
compartmentstopullfrom.Tappingthepower
ofintegrationsisoneofthebestwaystoexpand
yourpossibilities,increasethemarketingstrategies
atyourdisposalanddeliverahigherreturnon
relationshipforeachpersoninyourdatabase.
Whether you’re looking to capture critical
behaviors, gain new insights into the minds
of your customers and prospects, or discover
innovative ways to deliver exactly the content
your buyers are looking for at the exact moment
they want it, an integrated marketing platform
can help you raise your game.
Footnotes
1-SeeWhy,“TheScienceofShoppingCart
Abandonment,”2011
Additional Resources
White Paper and ebooks
1)AbandonmentIssues:TurningLostTurning
LostCarts,IncompleteFormsandInterrupted
BrowseSessionsintoRevenue!
2)“LettheBuyer BeYourGuide:Leveraging
Buyer Behavior inaMultichannelWorld”
3)“AlmostEverythingYouWantedtoKnowAbout
EmailMarketing”
4)“Know theScore:TheUltimateGuideto
ScoringProspectsandLeads”
5)“MarketingAutomationebook:BestPractices
for MarketingExcellenceandOperational
Efficiency”
Webinars /Slideshares
1)“WhereBigDataandRetailMarketingMeet–
MakingDataActionableinYourOrganization”
2)“Automation:RedefiningMarketing’sGame
Plan”
3)“Shazam’s Killer ‘RevenueApp’:Combining
User Behavior andEmail Marketing”
4)“Don’tLetaGoodShoppingCartGetAway:
Tips for Remarketing withEmail”
5)“BrowseAbandonment Remarketing”
Blogs
1)“Behavioral Marketing:What It Is andWhyIt’s
So Exciting”
2)“Post-PurchaseEmailsThat Drive Higher
Revenue, Engagement”
3)“GuestQ&A:AgiloneonOptimization,Smart
Data andMultichannel Marketing”
4)“Social Measurement from Demandto
Revenue”
5)“3Ways Behavioral Marketing ImprovesSales
andMarketingAlignment”
Videos & Demos
1)“Behavioral Marketing Defined”
2)“Moving fromOne-OffEmailCampaigns to
Behavior-DrivenSeries orTracks”
3)“What to Expect in 2013: Big Data”
4)“Re-EngageInactiveSubscribers”
5)“Silverpop andSalesforceDemo”
19. PAGE 19
Silverpop Partners
FollowingisapartiallistofSilverpoppartners.Forafulllistof partners,includingdatamanagement,Webconferencing, event management
and more,visittheSilverpopPartnerspage.
Content Management
AdobeExperienceManager
EPiServer
E-Commerce /WebAnalytics
AdobeAnalytics
Barilliance
Coremetrics
Invodo
Magento
Revtrax
SeeWhy
Webtrends
Windsor Circle
Silverpop’s digital marketing automation platform was designed to make it simple
to build hyper-personalized campaigns, creating individualized experiences for every
relationship.Watch our demo to see our product in action, and contact Silverpop to
see how we can help you accomplish your marketing goals for 2013.
CRM
MicrosoftDynamics
NetSuite
Salesforce.com
Recommendations, Ratings &
Reviews
Baynote
Bazaarvoice
Certona
Testing &Optimization
8Seconds
AdobeTarget
Business Intelligence /
PredictiveAnalytics
Agilone
AnalyticsIQ