The document discusses the importance of personalized marketing, emphasizing that modern customers desire relevant interactions similar to their experiences with local businesses. It outlines the challenges faced by marketers, such as fragmented data and a lack of insights, and provides a framework for capturing consumer behavior, turning data into actionable insights, and executing personalized marketing at scale across all channels. Key examples and strategies for enhancing customer engagement through technology and targeted messaging are also presented.

1. Driving a Highly Personalized
Customer Experience

2. STOP
marketing blind.

3. Marketingpractice
istenyearsbehind
marketingvision.

4. Today’scustomerwants:
RelevantInformation
Mom&PopExperience
Connection totheBrand

5. ThisisBob.
Heownsalocalshop.

6. Bob’scustomers…
They really
love Bob
1
Spend 5x more with
Bob
Spend 30-200% more with
Bob than planned
2 3
Grocery StoreBob

7. Why?

8. everything
abouthiscustomers.
Bobknows

9. S I M I L A R I T Y T O B O B
P R O F I T
…themoreyouwillsell.
ThemoreBob-likeyourmarketinggets…

10. Buttoday,
marketingistotally
un-Bobular.

11. Typical Marketer Bob
Hello potential customer.
We sell sandwiches.
White or wheat?
Hey Dave! How’d you like
that BLT last time?
You should try our special!
Bob Traditional Marketer

12. It’schallenging,
marketinglikeBob.

13. Typical Marketer Bob
Bobonlyhas
100customers.
…butyouhavemillions!

14. Howdowetalkto
eachcustomer
individually?
(likeBob)

15. We’re getting more Bobular…
B R O A D C A S T T A R G E T I N G S E G M E N T I N G P E R S O N A L I Z I N G

16. We’re segmenting our audiences.
Male
30-40
Male
30-40
Male
30-40
Male
30-40
Male
30-40
Male
30-40
Male
30-40
Female
Homeowner
Female
Homeowner
Female
Homeowner
Female
Homeowner
Female
Homeowner
Female
Homeowner
Female
Homeowner
College
Educated
With kids
College
Educated
With kids
College
Educated
With kids
College
Educated
With kids
College
Educated
With kids
College
Educated
With kids

17. We’resegmentinginto
buckets.

18. Butweneedto
makethemsmaller…

19. Untiltheyare
segmentsofone.

20. That’showwegetto
Bobular.

21. Useindividualinfo
abouteachcustomer
tohavemoreintelligent,
relevantinteractions.

22. But…..

25. 25

27. Data in
Silos
Fragmented
picture of
customers
Lack of
Control
Lack of
control over
data
Relevant
Content
Inability to
customize
content
Right
Channel
Get
customer’s
attention
Real Time
Execution
Inability to
execute in real
time
Lack of
Insight
How
individuals
interact with
your brand

28. TobelikeBob,youmustanswer
BIG
QUESTIONS

29. Thefivebigquestions:
1
Which data
and behaviors
matter most?
How do
you capture
and learn
from them?
2
How do
you turn
this data into
insight?
3
How do
you do it
at scale?
4
How do you
apply it across
all channels?
5

30. 1
Which
behaviors
mattermost?

31. “What customers do is far
more important than what
they say”

32. Off-line
Behavior
Relational
Data
Email
Behavior
Web Behavior
Demographics

33. Behaviors that Matter
What pages did they visit?
Did they post onTwitter?
How long since their last visit?
How many emails did they open?
Which articles did they
click to read?
Did they watch the video?

34. Good Better(demographics and form submissions) (behavioral insights driving marketing and sales)
Title: VP or Mgr Strategic white paper or demo
Selection: 3 months Visited site 3 times in last 2 days
Budget: $50k Custom ROI calculator results
Industry: Mfg Clicked on a vertical case study
in email

35. Howdoyou
captureandlearn?
2

36. SOCIAL
EMAIL
BRICKS &
MORTAR POS
B E H A V I O R A L D A T A B A S E
WEBSITE
MOBILE APP
CRM

37. Explicit Data

38. Build a Better Form

39. Use ProgressiveWeb Forms

40. Use your Preference Center

41. 41

42. Use Social Sign In

43. SocialSign in Fields passed through to your database

44. Use Surveys

45. UseWebtracking
I downloaded a
file I registered for
the Toronto DMU
I played a
media file
I visited a
landing page +
downloaded a
file
I clicked on a link
and shopped
online

46. CRM
ECOMMERCE
INVENTORY
Connect to External Systems
WEB
ANALYTICS

48. Howdoyou
turndatainto
insight?
3

49. Rules
With a behaviorally-focused framework
AutomationScoring
Simple or more
complex
“If/Then” logic
To enable you to
scale
To make strong
purchase signals
leap out
And generate
the best next
action
Content
Analysis and Testing

50. Email Behaviors
Opens, Clicks, Sent or not
sent, in any given time
window.
Web Analytics Integration
WA data feed – search,
shopping cart, page level
Relational Data
Ecommerce, In Store
Social Feed
Mention, Follow, RT in given
time window
Silverpop Native Web Feed
Site visits, page visits, Custom
web behaviors

51. Make purchase signals jump out with scoring

53. Andfocusingonwhatthe
customerwantstobuy,
notjustwhat
wewanttosell.

54. Birthday
Email 2.0

55. Refine, Retest, Review Results

56. Measure EVERY MarketingActivity

57. 4
Howdoyou
doitatscale?

59. Traditional Marketing Behavioral Marketing
It’s all about “the plan” It’s all about the customer

60. Email Web Content Social
Individual Messaging
Large Audience
Query
Click Send
Large Audience
Scale with Automation
Profile Data
Relational Data
Behavioral Data
Traditional
Marketing Process
Query
Listening for live Behaviors
Large Audience
Query
Marketing
Automation Process
Web
Click Send

61. Automated Programs Transact. &
Triggered
12%Promotional
88%
Email Volume
Transact. &
Triggered
30%
Promotional
70%
Email Revenue
4 years ago = 2% volume / 1% revenue
Today Volume = 6X; Revenue = 30X
•~2MM+ emails sent,
per month
•Email generates 30% of
all online marketing
revenue
•Healthy transactional
and triggered email
program drives high
return

62. 5
Howdoyoudoit
acrossallchannels?

63. SOCIAL
EMAIL
BRICKS &
MORTAR POS
B E H A V I O R A L D A T A B A S E
WEBSITE
MOBILE APP
CRM

64. Single Identity
$$$
JIM
“the sandwich
enthusiast”

65. Mobile is more important than ever
of email opens are on mobile
devices, yet many emails are only
designed for desktop viewing.Text is
often difficult to read, details in
images are hard to see, and links are
impossible to click on mobile.
Studies have found that people look at
their phones an average of 150 times
a day.These brief interactions mean
that you must focus on getting your
point across quickly.
Of people delete an email if it doesn’t
look good on their mobile device.
51% 80%150
Source: Litmus

67. SMS response rates of 25-45%vs 5-10% for email
Why SMS is Important for Marketers
SMS can reach over 80%of the worlds population
95% of texts opened within 3 min of receipt.
Up to 34,000xfaster than email
SMS open rates of 90+% vs. 25-35% for email

68. SMSWorks for Big and Small

69. • Alerts & Promotions
• Coupons
• Store Locator
• New Products
• Sale Events
• Birthday Specials
• Gifts
• Free Online Shipping
Acme: Just for you – extra
25% off your $100
purchase! Details:
http://bit.ly/ArArAl Use
promo code SPRING &
shop now:
www.acme.com/mobile.
Rply STOP to quit.
Acme: Happy Friday! Get
Buy One, Get One FREE
today 3/25 from 3-5pm.
Not valid w/ other offers.
Only 1 offer per text.
Reply STOP to quit.
Acme: Get your coupon
for 20% off 1 item. Click
http://bit.ly/ACMg6C for
offer. Reply STOP to end.
Msg&data rates may
apply.
Acme: One Day Sale. Great
limited-time deals + FREE
shipping every day! Visit
acme.com/mobile for
details. Rply STOP to quit.
Retail

70. • Reminders
• Appointment Confirmations
• Outage Notifications
• Customer Service Updates
• Informational Requests
• Request a Call Back
• Dealer Locator
Here’s your info:
4525 Sunnydale Drive
Price: $479,000
5 Bed / 4 Bath
Sq Ft: 4,000
Info: http://bit.ly/home
Agent: Jay Stevens
(212) 555-1234
Acme Reminder: It’s time
to change the oil in your
2011 Toyota Prius. Call
800.555.1345 to make an
appt. Show this text &
receive $5 off. Expires
April 30.
Acme Reminder: You
have an appointment
tomorrow at 11AM. Rply
YES to confirm or call
800.555.1345 to
reschedule.
Acme: We are
experiencing a service
outage in zip 75206.
Repairs are expected to be
complete by 5PM. To
speak with a
representative call, 800-
580-8295.
Services

71. Dynamic
Rewards
Personalize
Behavior
Scoring

72. H&M now
ONLINE EXCLUSIVE!
Straight from the
Paris runway, pre-
shop our much
anticipated Paris
Show Collection
today!
AMC
Theatres now
AMC: Show AMX
Stubs in theaters
today & receive
$10 Bonus Bucks
instantly for
snacks…
Allergy now
Remember to Log
Your Allergies:
Gain insight into
what helps and
what doesn’t.
OK: Broadcast
Message all app users
GOOD: Narrowcast
Message some app users
based on rules & segments
GREAT: 1:1 Cast
Message individual users
based on user preference, behaviors and
location

73. Recap:thefivebigquestions:
1
Which
behaviors
matter most?
How do
you capture and
learn
from them?
2
How do
you turn
this insight into
action?
3
How do
you do it
at scale?
4
How do you
apply it across
all channels?
5

74. It’snotB2BorB2C…
It’sB2P!

75. Air New Zealand Example

76. Air New Zealand Example

77. MintWelcome Program

78. Mint.com Activation Nurture Campaign
CUSTOMER
SIGNS UP
WITH
MINT.COM
WAIT
7
DAYS
EMAIL 3a:
SECURE MONEY
MANAGEMENT
AND PIECE OF
MIND
YES
NO
EMAIL 2b:
ACTIVATED
ACCOUNTS?
EMAIL 2:
TAKE CHARGE
OF YOUR
FINIANCIAL
LIFE
YES
ACTIVATED
ACCOUNTS?
WAIT
7
DAYS
NO

79. Subject Line Personalization
First name personalization
Personalized Content
Name and contact info for each customer’s personal rep
Dynamic Subject Lines
The subject line changes based on the type and
duration of club membership
Individualized Content Lists
For any customer who has purchased two or more items
in the last 90 days, list each purchase with review links
E-commerce-driven Personalization
Display totals and other engaging content to drive
follow-on purchases
Website-driven Content
Directly track each customer’s Web activity and
prompt them to visit new areas of the site
Send Time Optimization
The message arrives in each individual’s inbox at precisely
the time that individual is most likely to check email
Data-driven Dynamic Image
Image is selected based on demographic and profile info
Score-driven Dynamic Offer
Discounts/prices vary by social influence and time since last purchase
1 3
4
5
6
2
9
8
7
1
2
3
4
5
6
7
8
9
True One-to-One Messaging

80. Smart content on the web

81. Add Your Favorites Silverpop Generated
Dynamic Content
Free Trial Expires SoonYour Bill is DUE
Don’t forget to Add your
Account
Dining Preference
Capture Contact
Preferences
Informing the app-experience

82. Open / Click
Conversion / Activation
Revenue
Customer LifetimeValue
Why it matters?

83. 57%of the buying process
is already done
before
you speak to them
Buyers are
learning on
their own and
delaying their
contact with
suppliers until
late in the
purchase
Corporate Executive Board Study 2011

84. Youcanstartsimple:
Welcome Nurture Cart Abandonment

85. Silverpopcanhelpyourealizeyourmarketingvision
EMAIL
Deliver individualized
messaging throughout
every step in the
customer lifecycle
WEB
Create a personalized
content experience
for each website
visitor
MOBILE
Give customers highly
relevant interactions –
in store, in app, and on
the go
SYSTEMS
Connect data,
distribute insights, and
automate interactions
across all of your
marketing technology

86. The Silverpop Marketing Platform
MARKETINGDATABASE SINGLEIDENTITY
INTERACTIONENGINE MULTI-CHANNEL
BEHAVIORALINSIGHTSUNIVERSALBEHAVIORS
One Customer View
Connects every customer touch point into a single
view
Automate Interactions
Gets personal with each customer, one at a time
and in real-time
Communicate AcrossChannels and Devices
Sends personalized messages everywhere each
customer prefers to connect
Understand Each Customer
Discovers customer preferences by analyzing
data from all devices and channels
Stream in Every Activity
Captures and manages behavior across every
digital and offline channel to build unparalleled
insight into each individual
Stores All Behavioral Data
Manages everything about each customer,
easily and at scale

87. Automotive Technology
Consumer
Goods
Agency
Finance /
Insurance
Healthcare Retail
5000 brands & 25,000 marketers use Silverpop

88. Free OnDemand Webcast: Driving a Highly
Personalized Customer Experience
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