Slide deck for the webinar held on December 11, 2019, featuring Jason Yarborough, Director of Strategic Alliances at PFL and Perkuto's own Associate Consultant Jason Raisleger, discussing the current state of customer experiences and how to build a successful program for your organization.

1. CREATING UNIQUE CUSTOMER EXPERIENCES
Speaker
Jason Yarborough
Director of Strategic Alliances
PFL
1
Speaker
Jason Raisleger
Associate Consultant | Perkuto
MCE
Moderator
Jordan Resnick
Marketing Operations
Manager | Perkuto
MCE

2. HOUSEKEEPING
● Today’s presentation
○ Use your chat box to submit
questions
○ Q & A time at the end
● After the presentation
○ Recording of today’s presentation
○ Slides
2

3. We help leading brands orchestrate memorable customer
experiences through flawless marketing operations.
40+
1000+
London
Pune
Calgary
Vancouver
Denver
San Diego
Quebec
Montreal
Ottawa
Toronto
Washington
Atlanta

4. 4
OUR SPEAKERS
Jason Yarborough
Director of Strategic Alliances
PFL
Jason Raisleger
Associate Consultant | Perkuto
MCE
I was an extra in Hunger
Games.
I like performing stand
up comedy

5. PFL

6. PFL
A marketing technology
company that helps marketers
cut through the digital clutter
by delivering impactful and
meaningful messages with
Tactile Marketing automation.
We do this by integrating with
the systems and tools you
already use from your
marketing automation platform
to your CRM, and make
sending a postcard or
multi-piece dimensional mailer
as personalized and timely as
digital marketing.

7. With over 20 years of fulfillment history, our in-house
facility is a one-stop-shop, giving you more control
over your gifting options, inventory and shipping
management.

8. BEING MEMORABLE
R O I

9. STATE OF
CUSTOMER
EXPERIENCES

10. STATE OF CUSTOMER EXPERIENCES EXPERIENCE > ROI
86% of buyers will pay more for a better
customer experience, but only 1% of
customers feel that vendors consistently meet
their expectations. (Forbes)
By 2020, customer experience will overtake
price and product as the key brand
differentiator. (Walker Info)
Customized messaging and a personalized
customer experience ranked as the leading
marketing priority for 46% of marketing execs
worldwide. (eMarketer)
Building loyalty with 5% more customers would
lead to an increased average profit between
25% and 100% per customer. (Hissing Kitty)
44% of consumers would be willing to pay a
premium price of 5% or more for a superior
customer experience. (Gartner)
73% of consumers said they would expand
their purchases with a vendor by 10% of
more if the customer experience was
superior. (Gartner)

11. BECOME MORE FOCUSED
ON BEING MEMORABLE
IF WE TURN OUR FOCUS TO BEING MEMORABLE, THROUGH EXPERIENCES,
THE ROI WILL COME.

12. CUSTOMER EXPERIENCES WHAT EXACTLY IS THAT?
THE IMPRESSION YOU LEAVE WITH
YOUR CUSTOMER, RESULTING IN
HOW THEY THINK OF YOUR BRAND,
ACROSS EVERY STAGE OF THE
CUSTOMER JOURNEY.

13. WHY
DOES
THIS
MATTER? CREATE STICKY CUSTOMERS

14. WHAT CONSTITUTES
AS AN “EXPERIENCE”

15. PERSONALIZED ADDS VALUE TELLS A STORY CREATES A
JOURNEY
EDUCATIONAL

16. HOW
DATA
ALIGNMENT
CUSTOMER CENTRIC

17. THE ULTIMATE
PERSONALIZED EXPERIENCE

18. THE MAIL MOMENT

19. RESULTS OF
PERSONALIZED EXPERIENCES

24. WHEN YOU KNOW
YOU KNOW

25. YOU GET
RESULTS
@
@
8.7%
7.6%
6%
1%
MULTI-CHANNEL MARKETING
DIRECT MAIL AND EMAIL
DIRECT MAIL ONLY
EMAIL ONLY
20% ORCHESTRATED
@

26. YOU GET
RESPONSE &
PRAISE

27. Too often we get obsessed
with acquiring new
customers and forget to
take care of the existing
ones.
YOU GET
BRAND
CHAMPIONS

28. IT’S AS EASY AS...

30. SETUP AND MEASURE
DIRECT MAIL
CAMPAIGNS
30

31. CREATING THE DIRECT MAIL CHANNEL
● Create a new channel
○ Use the “default” program type
○ Analytics Behavior should be
“Normal (requires period cost”)
● Statuses
○ In Production
○ Shipped
○ Cancelled or Undeliverable
○ Delivered (success)
31

32. HOW IT WORKS
● Webhook is called in a flow step of a triggered smart campaign
● A custom object is created
● The custom object will be updated with statuses
● We will use smart campaigns to track
32

33. WELCOME ENGAGEMENT PROGRAM
● Scenario
○ You have a “Welcome” engagement program that is
intended to nurture people new to your brand
○ You want to send direct mail to people with job titles of
Director level and above
○ Once delivered, schedule a task for Business
Development Representatives to follow up with the lead
○ Track the impact the direct mail piece had on generating
opportunities, particularly closed/won
33

34. ADDING DIRECT MAIL TO A STREAM
● The Direct Mail Program
○ Create a nested program (within the
engagement program) using the Direct Mail
channel
○ Will be sent by one of casts
34

35. REQUEST CAMPAIGN
35
● Smart List
○ Member of Engagement Program is true (reference the Welcome
engagement program
○ Job Title contains: CEO, VP, or Director
● Flow Step
○ Request the 01-mail requested campaign

36. CALLING THE WEBHOOK
36
● Smart List
○ Campaign is Requested
● Flow Step
○ Call the Webhook
○ Change the program
status to ‘In Production’

37. TRACKING THE SEND
37
● Smart List
○ Tactile Marketing Automation Order is
Updated where Status is shipped
● Flow Step
○ Change Program Status to Direct
Mail > Shipped
○ After 10 days, send an alert to the
Customer Care team for anyone
who is not part of the Delivered
smart campaign

38. UNDELIVERABLE
38
● Smart List
○ Tactile Marketing Automation Order is Updated where Status is Failed To Place Order,
cancelled, or undeliverable
● Flow Step
○ Change Program Status to Direct Mail > Cancelled or Undeliverable
○ Send an alert to the Customer Care team

39. DELIVERY AND FOLLOW UP TASKS
39
● Smart List
○ Tactile Marketing Automation Order is
Updated where Status is delivered
● Flow Step
○ Change Program Status to Direct
Mail > Delivered
○ Create an Interesting Moment
○ Create a task for the lead owner to
follow up with the lead

40. REPORTING AND TRACKING OPPORTUNITIES
40
● Reports
○ Program Performance
○ Leads by Revenue Stage with a smart
list to limit it to only people that have a
Direct Mail program status of Delivered
○ Smart list to track opportunities of those
that have received the Direct Mail

41. REACTIVATING
DISENGAGED LEADS
41

42. REACTIVATION ENGAGEMENT PROGRAM
● Scenario
○ You have leads in your database that have not
had any interaction activities (web, email, etc.)
in the past year that you want to reactivate
○ You want to send these leads a postcard with
a special offer that can be claimed by going to
a landing page
○ Track the conversion rate of re-activated leads
42

43. REACTIVATION PROGRAM
● Assets needed
○ 1 landing page
○ 1 form
○ 4 smart campaigns
○ 2 reports
43

44. IDENTIFY YOUR DISENGAGED AUDIENCE
44
● Smart List
○ Criteria to identify disengaged leads
● Flow Step
○ Request the 01-send mail campaign

45. CALL THE WEBHOOK
45
● Smart List
○ Campaign is Requested (from
previous step)
● Flow Step
○ Call the webhook

46. TRACK WHEN THE POSTCARD IS SENT
46
● Smart List
○ Tactile Marketing Automation Order is Updated where Status is shipped
● Flow Step
○ Change Program Status to Direct Mail > Shipped

47. LEAD IS REACTIVATED
47
● Smart List
○ Visits web page (landing page in the
program)
○ Is a member of this reactivation program
● Flow Step
○ Mark as Direct Mail > Delivered
(success)

48. @ success@perkuto.com
w perkuto.com
fb.com/perkuto
twitter.com/perkuto
Q & A

49. @ success@perkuto.com
w perkuto.com
fb.com/perkuto
twitter.com/perkuto
THANK YOU!