Marketing automation programs can help companies acquire, engage, and retain customers to improve marketing ROI. Such programs include onboarding programs to educate new customers; engagement programs to keep customers interested through personalized messaging; and retention programs to address at-risk customers and encourage loyalty. Implementing the right marketing automation strategy in partnership with experienced specialists can streamline these programs and optimize their success.

2. Marketing Automation Programs to Improve Revenue
Today’s customers are always on and connected across every channel - both online and
offline. Reaching potential and existing customers across these ever-changing touch-
points can feel challenging and overwhelming. The good news...the right Marketing
Automation strategy, platform, creative and expert team can help you acquire, engage
and retain customers to improve marketing ROI and create long-term value.
1. Onboarding Program
An effective customer onboarding program can help establish a customer-first approach.
It should consist of multiple outreach efforts to ensure customers fully understand your
products/services, access the resources that will enable them to see results, stay satisfied,
and reassure them that you have their best interests in mind.
After the first sale or transaction, send a sequence of automated emails at various
intervals. Get to know your customers better by collecting useful data to ensure going
forward you remain relevant and top of mind. Educate new contacts with content and
resources about other products/services that would be pertinent to them. And remember
that onboarding doesn’t just pertain to customers. It’s also crucial for business partners
and employees.
In addition, it’s important to have an onboarding process in place for existing
customers that may upgrade or make a new purchase. After every additional purchase,
send automated confirmations and educational messaging that ensures optimal usage
of the new product/service.
Example
BersonDeanStevens.com 877.447.0134
Reminder email
sent with promotion.
Thank you message
sent with promotion.
Thank you email sent.
Invitation to
review their
experience.
Positive customer
review. Thank you
message sent.
Negative customer review. Triggered
email to resolve and open service case.
Welcome email with
‘We’d like to get
to know you better.
Complete your
profile.’ message.
Unopened
message.
Reminder
email sent.
Profile
completed.
Segments, based on profiles and
behaviors, are created to send
relevant, personalized messages.
Profile completed and
new purchase made.
When onboarding customers, employees,
and partners, deliver relevant content
based upon each individual’s experience.
Continued

3. 2. Engagement Program
A successful marketing strategy requires continuous engagement with your brand. Every
customer has a unique set of preferences that determines how and if they interact with
your brand. To avoid becoming stagnant, keep the relationship fresh and interesting.
Refine your data over time to deliver personalized messages and keep customers
captivated.
Set up a regular customer newsletter with relevant content that ensures loyalty and
further piques their interest in your brand. Instead of sending mass emails to all
customers, segment prospects and customers based on their interests and behaviors and
develop different automated programs to provide timely and relevant messages on
company updates, education, and product solutions.
Example:
3. Retention Program
Just as important as balancing customer
engagement is recognizing when members
of your audience are at risk of leaving.
Pay attention to your customers’ behaviors,
determine where they lose interest, and
respond accordingly. How disengaged
customers are handled could be the key
to winning brand advocates. Keep your
contact lists cleansed, and ensure your exit
communications leave the door open for
them to return.
BersonDeanStevens.com 877.447.0134
Newsletter
sent with 1st
promotion.
Redemption.
No redemption.
2nd promotion
sent.
Social ads with
abandoned items.
Browser closed,
no redemption.
Thank you
message sent.
Email sent with
abandoned items.
Redemption.
Thank you
message sent.
2nd newsletter
with SMS offer.
SMS sign up. Thank you,
confirmation
message sent.
Marketing Automation
helps us efficiently create
and launch emails, landing
pages, and social media to
effectively target and
capture customers.
— RPS, Inc.
Continued

4. Aligning customer marketing and Marketing Automation strategies can be challenging
and time consuming. The right Marketing Automation platform and experienced external
resource will streamline and simplify the process, ensuring that your Marketing Automa-
tion strategy is on-point, on-budget, implemented properly and optimized for success.
To learn how to leverage Marketing Automation to generate more
revenue, contact Lori Berson at 877.447.0134, x111 or
lberson@BersonDeanStevens.com.
3. Retention Program (Continued)
Example
Use Social Media
Social media plays a major role in retention and engagement. To save time, plan and
automate posts to Facebook, LinkedIn, Instagram, and Twitter in advance, measure their
interaction to stimulate engagement, and provide customer service.
Create Customer Loyalty
Maintaining a high level of customer satisfaction is easier said than done. Effective
marketing strategies help customers successfully adopt your products/services and reassure
them that you are able to address their evolving interests and mitigate their pain points.
Cultivate loyalty among your customers so they are willing and eager to advocate your
organization among their peers.
BersonDeanStevens.com 877.447.0134
...
‘We’ve missed
you. Tell us your
preferences.”
email sent.
Preferences
updated.
No repsonse.
Reminder sent.
Preferences
updated.
Thank you
message sent.
Thank you
message sent.
New offer/resource sent
to preferred channel.
Unsubcribed. Confirmation sent.
75% of organizations benefit from having in-house resources
collaborate with outsourced specialists to optimize marketing
effectiveness. ­— Ascend2 Research
Continued

5. BersonDeanStevens has been a recognized brand strategy and marketing leader for
over 25 years, including a decade in Marketing Automation. We work in partnership
with you to differentiate your brand and achieve your business goals.
TRUSTED BY
BersonDeanStevens.com 877.447.0134
About BersonDeanStevens, Inc.