Great Customer Engagement Requires Great Data
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Check out this Marketo LaunchPoint presentation featuring case studies from Informatica and Institute for Integrative Nutrition! You'll discover how to improve customer engagement by leveraging accurate customer data!
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Great Customer Engagement Requires Great Data
- 1. Great Customer Engagement Requires Great Data
- 2. Speaker Photo 1 Speaker 3.5h x 3.5w Thomas Brence Director of Product Marketing Informatica Data as a Service
- 3. Great Customer Engagement Requires Great Data Positive Customer Experiences What is Great Data? How to maintain data accuracy Customer example
- 10. Instantly validate the data that you collect on your forms.
- 11. URGENT: Recall on your car – contact your friends at Local Car Dealership for next steps bit.ly/jsk29jg
- 15. Ensure your contact data is clean and accurate. @ Email Verification Phone Validation Address Verification
- 16. Engage with your customers and prospects. SMS
- 18. Now Introducing…
- 19. Elliott Lowe, Director Marketing Operations Alexis d’Alba, Marketo Administrator
- 20. What We Do • Mission: play a crucial role in improving health and happiness, and through that process, create a ripple effect that transforms the world. • Over 70K students and grads from over 129 countries • Visiting teachers: Deepak Chopra, Andrew Weil, Dr. Oz, Arianna Huffington • Partner with colleges and universities • Integrative Nutrition Health CoachTM o Learn to live healthier lives o Coach others o Establish food companies o Write top-selling books • Led initiative to ban trans fat in NYC restaurants • Lobbying US Congress to develop GMO labeling legislation
- 21. Our Marketing • Primarily B2C • Demand gen tactics o Online ads o Social media o Partners o Student/graduate ambassadors • Nurture with multi-stream engagement program • Content o Webinars o Sample class videos o Curriculum guide
- 22. Our Data • Only First Name and Email Address are required • Highest conversions with phone number • Less than 50% provide a phone number • Hundreds of new leads w/ Invalid Email created / month • Need to perform a real-time validation • Also real-time phone number validation
- 23. Our Challenge • Webinar attendance correlates strongly with conversion • Webinar attendance lower than average • Need to send SMS reminders to webinar registrants
- 24. Our SMS Mobile Marketing Strategy WHY WE USE SMS MARKETING • Deliver a relevant and targeted message reminding webinar registrants of their event start time • Engage with our audience on a more personal level • Increase phone number capture WHY INFORMATICA? • Offers Phone Number Validation Service at point of entry • Superior customer service available during every step of implementation process
- 25. Our SMS Mobile Marketing Strategy RESULTS • Increased webinar attendance rate Pre SMS implementation: 28.5% Post SMS implementation: 31% • 9,000 leads opted in to our SMS messaging campaign since implementation • 25% of leads who submitted our SMS reminder form did not offer their phone number previously
- 26. Implementation Instructions INTEGRATING INFORMATICA’S MOBILE ID API 4 step implementation process overview: Step 1: Configure Webhook Step 2: Create the Form Step 3: Create the Smart Campaign Step 4: Create a Landing Page to Test Webhook Visit https://nation.marketo.com/docs/DOC-2504 for step-by-step instructions on how to set up Informatica’s Mobile ID API
- 27. Next Steps 1. Assess where you collect your data 2. Request a data consultation 3. Map out the kind of SMS campaigns you want to run 4. Build your mobile opt-in strategy 5. Integrate Data as a Service through Webhooks • http://infa.media/marketodaas
Editor's Notes
- Thanks for the introduction Shyna. I really appreciate it! As Shyna said, today we are going to be talking about customer engagement and specifically how important great data is to this effort.
- My name is Thomas Brence and I’m the Director of Product Marketing for Informatica Data as a Service. Informatica Data as a Service is comprised of two acquisitions that Informatica made – AddressDoctor and StrikeIron. I joined last summer from the StrikeIron acquisition and have been working with the Informatica team to talk about how Data as a Service can validate your contact data and enrich your customer information with appended data. You may be familiar with StrikeIron as we were a long standing LaunchPoint partner for Email Verification, Address Verification, Phone Validation, and SMS Mobile Messaging services.
- To start, let’s set the stage. Today we are going to talk about Customer Engagement and how you need to have Great Data. We’ll cover what great data is. How it can help your efforts to connect with you customers. And introduce you to a customer who is doing really great things around validating their contact data and then using our SMS technology to text message their clients.
- Now, for likely the past few years you and your team have been focusing on this whole engagement thing. You’ve been looking at how you can turn prospects into customers and then turn those customers into super fans.
- Today, there are simply so many choices available in the market for every product. If a prospect or customer has an experience that’s, let’s say – less than stellar, they can easily choose an alternative. Not to mention – blast you on social media.
- It used to be if you had a customer that was angry they would either call you and scream at you or simply abandon your product or service with no notice. That’s certainly all different now with the proliferation of social media. With one negative customer experience comes Facebook posts, Tweets, posts on Linked In, negative Yelp reviews, pictures on Instagram, maybe even a dedicated blog. You get the point – and I’m sure I’m preaching to the choir here. You all live and breathe this every day.
- Without a doubt, you are constantly looking for alternatives to make the customer experience, journey, and engagement better. You probably have that company in the back of your head that serves as your litmus test of an all-around great experience. From the first time they spoke to you to every point along the journey that you had with their organization. Maybe you use your experience with an Amazon or an Apple as your guidepost to what your organization should do, even if you are with a B2B brand. I know that’s what I do.
- I latch onto those positive experiences. I love a company that seems to just get me. They get me to engage from the first point that they interact with me – in both my consumer life as well as my professional life. But all of us have likely had a negative experience with a company that has tried and failed at this whole engagement thing. Maybe the message was wrong. Maybe you were a current customer and you got a message promoting the exact service that you already use. Cough cough survey software I’ve used for eight year cough cough – you know who you are! Anyway – like I said, we’ve all had that negative experience. So let’s talk through an example of engagement gone wrong. One that I can pull from is from my personal life.
- If you follow our Informatica Perspectives blog you likely read a story that I put out about two months ago about a negative customer experience that my wife and I had. For those of you that don’t keep my blog posts bookmarked, my wife recently received an email from the car dealership that we leased our car from. Pretty average occurrence right? Fairly normal. However, the email was addressed to Warren. When my wife’s name is Lauren. The body of the email also contained inaccurate contact data, such as the wrong mailing address and a phone number that was incorrect. And the gist of the email was basically about a recall to our vehicle that they were unable to get to us because of this incorrect contact information. I’ll let you read the post, but overall this left us with a pretty bad impression of an organization that we otherwise like. One that we have used for years and have plans to use in the future. But clearly they have some data issues – both on the validation side as well as not having a complete record for their customers. My contact information is clearly correct in the financing system as I lease my car, but there are some serious issues with the data that they store for customer recalls. I don’t want to bash them too much here and certainly I won’t call them out by name but let’s talk through how this could have been better.
- Well, they could have validated their data from the get go. From my first interaction with them. They could have instantly validated that the email address, the phone number, and the mailing address that I gave them was accurate – rather than typing in what they thought they heard. This validation process is simple and can happen in sub-seconds. Simply put, with our easy to install data validation services, they could have easily validated my address with our registry of over 240 countries and territories. They could have done the same thing with my phone number – even receiving an instant notice in their system if my number was a landline or a mobile number – so that they could have asked me to opt-in to their text messaging program. They even could have used email verification to go out in real-time to my domain, in this case gmail.com, to validate that my email address was accurate at that very second. And they could have validated that my address existed. Again in over 240 countries and territories.
- Then they could have tried to reach me about a dangerous recall with the fastest method possible – sending me an SMS message – instead of sending me a letter in the mail. Now that’s a positive experience. That’s a brand that I would want to engage with. And that’s really what this whole “Age of Engagement” is all about.
- It’s understanding your customers at a deeper level. It’s tracking every interaction that they have with you along their journey. It’s making sure that the information that you have on file is accurate. That it’s clean, connected, and safe. It’s being able to connect with that customer – in the method that the customer wants. Not what’s most convenient for you. The age of engagement is all about the positive experience that you can share with your prospects and customers. But great engagement needs fuel in the form of data to run. You need to know who are your customers, what’s their profile, what product is each individual customer interested in, how can you contact them, and – of course – all the data that fuels these decisions needs to be accurate. It has to be clean and connected so that you can rely on it to improve your customer engagement strategies. Your data needs to be great. So what is great customer data?
- Well first off – it’s complete. You need to be able to have a complete, accurate view of your customer. We think of this as your customer 360. This requires that everywhere that you store data is connected. And most importantly that you have a master record. A single golden view of each and every customer. So that you can go from knowing about Customer A in your finance system, in Salesforce, in Marketo, and every other system – to having a single complete customer record. Once you have that record – you need to be able to contact them. That’s where great contact data comes in.
- That’s where data validation can really help you out. You likely acquire data in a lot of different ways. From your Marketo landing pages to tradeshows to even your outbound efforts. From the second that you acquire this data, you can validate that it’s accurate. That way, you can rest assured, that when you need to use that contact data that it will be clean and ready to use. You’ll also know that it’s safe to use.
- For example you’ll know that your email addresses are all free from malicious threats like spam traps. You can easily do this with a simple email verification and hygiene check. And once you have this now – clean, connected, and safe data – data that we would classify as great data – you can continue to check it. That’s a step that a lot of marketers miss. Maybe you have validated the accuracy when you acquired the data but contact data changes at a rate of 30% per year. This is especially true for B2B data – think about how many business email addresses you have in your database – and then think about how often people leave their jobs. That inaccurate data can really hurt your campaign performance. It can even land you on a blacklist if you aren’t careful. But that’s where this clean, connected, safe – truly great data – comes into play. This is where we at Informatica can help you shine. We can validate your data. Ensure it’s ready to use.
- We can even help you take that great data and engage with your customers using our SMS Mobile Messaging service. You’ll be able to utilize your clean phone records and launch an easy to set up SMS campaign to all of your customers. Maybe you’ll use it to remind them about a webinar like this one. Or maybe you’ll use it to tell them that you’ll be at the next Marketo roadshow event. The best part is that all of these services – our contact record verification services and our SMS mobile messaging service are all available in launch point. Through a simple webhook – you can call our services and start engaging with your customers today.
- Don’t wait until your customers are bashing you on their next webinar. Don’t wait until they have an awful example, like that time you called their wife a guy’s name like Warren. Integrate these services, improve the quality of your data, and start engaging. Improve the experience that your prospects and customers have – so that they aren’t being negative but rather are raving about you. Let your customer engagement strategies be the litmus test for the next business down the line.
- Finally, one company that you really need to consider following is The Institute of Integrative Nutrition. What they have done with validating mobile numbers and leveraging that valid data to have successful SMS mobile campaigns is an excellent case study. I’d like to now turn the discussion over to Elliott and Alexis to tell you about their journey.
- Founded in 1992 by Joshua Rosenthal with the mission is to play a crucial role in improving health and happiness, and through that process, create a ripple effect that transforms the world. Since then we have become the world’s largest nutrition school with over 70K students and grads from over 129 countries Distinguished visiting teachers include Deepak Shopra, Andrew Weil, Dr. Oz, Arianna Huffington We have partnerships with multiple colleges and universities where alumni may earn a Bachelor's degree, a Master's degree or a Continuing Education Certificate Our graduates not only learn how to live healthier, but have helped countless others achieve that goal. Many have their own business, but many partner with physicians, clinics, hospitals, gyms and other health industry businesses. Many have formed food companies and have written top-selling books. IIN has lead initiatives to help ban trans fat in New York City restaurants and is lobbying in support of GMO labeling legislation
- A B2C business, but with elements of B2B due to the investment and time commitment Primary demand gen tactics include online ads, social media, partners, student/graduate ambassadors to generate tens of thousands of leads/month Use multi-stream engagement program for nurturing Webinars are a key content resource along with sample class videos and our curriculum guide
- We only require a first name and email address, which reduces the abandon rate and allows us to engage via email Email is important, but our highest conversions occur when the lead provides a phone number and our admissions advisors (who are graduates themselves) can have a conversation about the value of the education Only about half of our leads provide a phone number on their initial opt-in, so we try to encourage them to provide it when possible. That’s where Informatica has helped. Every day a dozen or more form submissions create a new lead with an invalid email address due to a typo when they enter it. This can represent several hundred dollars of wasted acquisition spend each day. We are planning on using Informatica to perform a real-time validation of these during the form submission to help prevent these typos from getting through. Also looking at real-time phone number validation as well.
- Deliver a relevant and targeted message reminding webinar registrants of their event start time Engage with our audience on a more personal level Increase phone number capture Offers Phone Number Validation Service at point of entry Superior customer service available during every step of implementation process
- Increased webinar attendance rate Pre SMS implementation: 28.5% Post SMS implementation: 31% 9,000 leads opted in to our SMS messaging campaign since implementation 25% of leads who submitted our SMS reminder form did not offer their phone number previously
- Step 1: Configure Webhook Step 2: Create the Form Step 3: Create the Smart Campaign Step 4: Create a Landing Page to Test Webhook Visit https://nation.marketo.com/docs/DOC-2504 for step-by-step instructions on how to set up Informatica’s Mobile ID API