The document outlines strategies for enhancing marketing reach and engagement through the use of automation and targeted communication based on customer lifecycle stages. It emphasizes the importance of personalized messages delivered via effective channels, highlighting the benefits of automating communication to improve conversion rates and reduce sales cycles. Additionally, it discusses the significance of understanding customer behavior, context, and content in executing successful marketing campaigns.

1. Tips to improve your reach and
engagement using marketing
automation and triggers
markedu.pt
/
@markedu
/
@michaelleander
Michael Leander

2. The
right
message
to
the
right
person
at
the
right
/me
in
the
right
place
using
the
most
effec/ve
channel

3. Is
this
message
best
suited
for
?
a)
an
exis)ng
customer
b)
a
non-­‐customer

4. Best approach for selling
subscriptions?
Direct
mail
Email
Direct
mail
Email
approach
2
Email
approach
3
Email
approach
4
Etc.

5. Charles Tyrwhitt cross-channel
marketing automation

6. Customer
lifecycle
marke1ng
automa1on
Differen1ated
approach
addresses
different
needs
1
Pre Sale
2
Sale
3 Past Sale
Pre Departure
4
Departure
5 Arrival 1.
destination
6 Travel &
experience
7 Comming
home
8 Evaluation
& Reliving
9 Next
Pre Sale
Profiling
and
knowledge
of
where
the
customer
is
in
the
”wheel”
opens
up
for
a
coordinated
and
relevant
dialogue
before,
during
and
a@er
the
ini1al
sales
transac1on
Transac)onal
Behavioral
Targeted
Example
Travel
SMS/Email
Insurance
Car
rental
Excursions
Car
rental
Recommend
to
friends

7. Disappointed
or
excited?

8. Automa1ng
communica1on
can
generate
impressive
results
53%
higher
conversion
rate
9,3%
higher
sales
quota
achievement
50%
more
sales
ready
leads
at
33%
lower
cost
12,2%
reduc)on
in
marcom
overhead
70%
faster
sales
cycle
)mes

9. Most effective marketing channels
ignored by (most) CMO’s !
• SEO
• Email
marke)ng
• 3
• 4
• 5

10. Does
your
team
have
the
skills
to
embrace
the
technical
side
of
marke)ng?
Showstopper

12. Quick
interac/ve
exercise
• Describe
the
process
of
your
typical
morning
• Draw
the
process
so
that
another
person
will
be
able
to
understand
how
to
“do”
your
morning
• The
Devil
is
in
the
detail!

13. Failing is not a problem. As
long as your organization
learn from each failure

14. Your
ability
to
create
detailed
process
flows
is
impera)ve
to
implemen)ng
marke)ng
automa)on
successfully

15. Triggers = quick fixes
A
behavior
or
non-­‐event
where
you
can
use
smart
marke)ng
automa)on
to
trigger
a
marke)ng
ac)on
that
will
s)mulate
a
different
(customer)
behavior

16. Who is Michael Leander?
ü As
CEO,
CMO
have
made
marke/ng
mistakes
consistently
for
20+
years
…
…
and
learned
from
most
of
them
ü Speaker
in
40+
countries
ü Customer
lifecycle
marke/ng
management
ü Judged
marke/ng
awards
in
15
countries
…
…
great
source
of
inspira8on
for
learning
how
marketers
think
&
act
ü Board
member.
Consultant,
trainer,
speaker,
father
of
many,
husband
to
one
ü Founded
Markedu

17.
A few
challenges
faced by
brands and
marketers
today

18. “By 2020 customer
experience is expected to
surpass product and pricing
as the key business
differentiator”
Source:
Forbes
Insights
“Customers
for
Life”
in
associa8on
with
Sitecore

20. Convenience
Ease
of
interac)on

22. Getting and keeping anyone’s
attention is difficult these days.
Buyers
have
an
abundance
of
choices
You
need
to
“nudge”
consistently
to
earn
the
desired
behavior.
And
occasionally
push
hard.

23. No more sex on
the first date !
On
average
buyers
engage
with
more
than
11
pieces
of
content
before
making
a
purchase
decision

24. Effective marketing = Increase OTS
Opportunity
to
see.
Find
your
number
through
experimenta)on.
Don’t
trust
your
intui)on

25. Tips
related
to
OTS
• Where
do
you
seed
first;
paid
or
earned/
owned?
• So_
and
hard
selling
phases;
build
up
gradually
• Anything
)me
limited
usually
performs
be`er

26. Email
marke/ng:
Find
your
best
frequency
through
tes)ng
Decide:
Is
CTR
really
how
you
want
to
measure
your
success?
Or
is
how
effec)ve
you
convert
to
the
next
step
–
monetary
or
not?

27. The
old
AIDA

28. Meet
the
new
AIDA
A
=
A`en)on
(Awareness)
I
=
Interest
D
=
Desire
E
=
Engagement
A
=
Ac)on
Engage
me
Many
interac)ons
to
convince
&
convert

29. A
=
A`en)on
(Awareness)
I
=
Interest
D
=
Desire
E
=
Engagement
A
=
Ac)on
Personalized
dialogue
Eyeballs
Engage
$
Engage
Nurture
Re-­‐
ac)vate
AIDEA is the new black!

30. Nudge to change people’s behavior
and turn intentions into actions –
add to the experience

31. Define
a
non-­‐
event
• Think
about
a
desired
ac/on,
which
could
be
indica/ve
of
a
customer
intending
a
specific
behavior,
but
doesn’t
materialize
• Then
plan:
“If
the
ac1on
doesn’t
happen,
then
we
do
this
!

32. Brilliant
ideas
are
1
in
1.000
and
(very)
expensive
to
generate.
Execu/on
is
bread
and
buZer
for
CMO’s!
Choose
strong
execu/on
over
brilliant
ideas

33. Don’t
count
the
customers
you
reach
–
Reach
those
who
count
@michaelleander

34. Ideas on how to
approach social
media marketing
automation

35. AID+LIRA
Attention > Interest > Desire + Like – Interaction – Recommendation - Action
Engagement
Share
is
good
ac1on
counts
Like
is
NOT
a
currency,
engagements
conver8ng
to
ac8ons
are
@michaelleander
#appmpt

36. 3 big C’s:
Context, Connectivity, Content
CONNECTIVITY
Desktop
Phone
Tablet
TV
CONTEXT
CONTENT
Watching Monday night football and has
his phone
Awareness TV Spot and Twitter
Sponsored Tweet Ad
As a high LTV prospect, loaded into Fb
custom audience list
Awareness messaging via Fb newsfeed
DR remarketing mobile display ad with
customized offer for Term Life
Life Insurance Key Word Re-Marketing
Pool
Visits site 2 days later on his iPad,
recognized as same user
Customized, responsive offer landing
page: Online quote
Searches for branded generic keyword;
Attitudinal Segment A
YouTube video on how to buy Life Insurance
High-LTV, incomplete quoter re-marketing
pool
Personalized offer email
Personalized site landing page with offer
Segment A
Perhaps
content
isn’t
King
a^er
all?
Perhaps
context
is
!

37. Treat your content assets
with respect
• Repurpose
content
• Beware
)me
sensi)ve
• Automate
republishing
• Automate
distribu)on
from
blog
to
social
• Study
effect
to
spot
winners.
Infuse
more
energy
into
winners

38. The
5-­‐3-­‐1
rule
or
the
2-­‐5-­‐2
rule?
Mix
your
content
• OPC
(Other
People’s
Content)
• Your
own
value
adding
content
• Promo)onal
content

39. The Vision for marketers?
>
An/cipate
customer
needs
>
Provide
/mely
service
>
Differen/ate
communica/on
>
Personalize
communica/on
>
Understand
preferences
>
Manage
the
permission

40. Speak
to
customers
and
prospects
in
their
language
addressing
the
problems,
concerns
and
aspira1ons
of
individuals,
not
segments
Automa1ng
your
marke1ng
will
make
a
lot
of
sense.
Pick
your
baNles
carefully

41. Obrigado
Talk
to
me
michael@leander.me