Marketing to the Power of ONE discusses how top brands use cross-channel marketing throughout the customer lifecycle to attract, engage, and retain customers. It emphasizes acquiring customers through inquiry, engaging them through evaluation, converting them through purchase, serving them through usage, growing them through repurchase/renewal, and retaining them as brand advocates. Successful marketers integrate data from all customer touchpoints and use dynamic content to deliver personalized messages across channels at each lifecycle stage.

1. Marketing to
the Power of ONE
How Top Brands Use Cross‐
Channel Marketing to Attract,
Engage and Retain Customers

2. Join the
Conversation!
Joel Book: @JoelBook
ExactTarget: #ExactTarget
I'm learning how all the "cool kids" use
digital media for lifecycle customer Event: #NexusCafe
engagement! #NexusCafe #ExactTarget

4. Marketing to The Power of ONE
From:
one-way
broadcast
To:
one-to-one
engagement

6. Life Cycle Engagement Drives Acquisition & Retention
The Customer Life Cycle
Business Getting Business Keeping
Product Product Product Product Repurchase/ Brand
Inquiry Evaluation Purchase Usage Renewal Advocate
Acquire Engage Convert Serve Grow Retain
Engaging with customers throughout the life cycle . . .
• Drives initial and repeat purchase.
• Keeps customers informed. Serves customers better.
• Improves retention. Fuels brand advocacy.

7. Life Cycle Customer Engagement Strategy
The Customer Life Cycle
Life Cycle
Stage
Product Product Product Product Repurchase/ Brand
Inquiry Evaluation Purchase Usage Renewal Advocate
Marketing
Acquire Engage Convert Serve Grow Retain
Goal
• Thank customer • Deliver relevant • Thank customer for • Send personalized • Send renewal- • Ask for referral to
for inquiry information purchase product news and triggered cross- friend or colleague
• Invite email • Provide links to • Promote related service updates sell /upsell offer • Invite customer to
subscription website content products/services • Send triggered • Provide incentive contribute content
• Send Welcome to aid purchase • Reinforce the value offers and service to renew or for blog or
Customer Email; Link to decision they will receive alerts repurchase newsletter
Interaction Preference • Send invitations from product or • Provide links to • Reward customer
Center to webinars and service product-related for loyalty.
• Invite customer live events • Invite customer to resources on
to identify • Invite product opt-in for product website
product needs, trial updates & service
interests reminders
• SEO • Email • Email • Email • Email • Email
• PPC • Website(s) • Direct Mail • Mobile (SMS) • Direct Mail • Website(s)
• Print / Broadcast • Webinar / Seminar • Field Sales / Agent • CSR • Website(s) • Social Media
Channels • Social Media • CSR • Direct Mail • Field Sales / Agent • Field Sales / Agent
• Mobile (SMS) • Field Sales / Agent • Social Media
• Website(s) • Website(s)

8. Acquire Engage Convert Serve Grow Retain
Ally Bank Uses Print Ads to
Invite Consumers to Text for
Latest Money Market Rates

9. Acquire Engage Convert Serve Grow Retain
“Serving” has become the
new “Selling” at Ally Bank
Why this Works:
• Ally uses “My Ally Update” to deliver
personalized information and offers
based on customer accounts and
predicted interests
• Enables customer to read and respond
to email via PC or mobile device
• Questions answered through 24/7 toll‐
free phone, live chat, or email

10. Acquire Engage Convert Serve Grow Retain
Ally Bank created “Ally Idea Share”
so consumers can share ideas on
how Ally can create a better banking
experience
"We put our customers at the
center of everything we do --
whether it is product development,
the services we offer or the ways
we engage with consumers, like
Twitter, Facebook and our blog."
Sanjay Gupta
Chief Marketing Officer
Ally Financial

12. Top Marketing Priorities Revolve Around Data
1. Improving data‐centric
segmentation and targeting
practices.
2. Integrating and leveraging
data acquired through social
media.
3. Using customer data to drive
more relevant offers via
dynamic content.
“The Connected Marketing Campaign
Management Imperative,” July 28, 2011

13. Successful Marketers Use Data More Extensively
CMOs in outperforming
organizations invest more
effort in capturing and using
data to foster customer
relationships.
Recommendation:
• Connect continuously.
• Engage with your customers at
every stage in the customer
lifecycle.
• Build online and offline
communities to strengthen your
brand.
From Stretched to Strengthened
IBM Institute for Business Value Global CMO Study
Ibm.com/cmostudy2011

14. Data Centric Campaign Management Model
Source: Forrester Research ‐ April 2009 “Campaign Management Needs A Reboot”

15. Volvo Construction Equipment
eMarketing Technology Solution
www.volvoce.com
Landing Pages, Registration Pages
Product Microsites, Webcasts / Podcasts
Campaign Tracking & Lead Scoring
Total Integration
of Customer Data
Email Communications
Marketing Database

16. Lead Management Workflow
Data cleansing
Information Request
Microsoft Dynamics CRM enables
Volvo sales reps to manage leads
Auto-generated
report for Volvo
sales rep
Auto-generated
email for customer

17. Marketing Data Integration
Customer
Volvo CE Information
centralizes Analytics
Sales
(New/Used)
customer data in
Microsoft
Dynamics CRM. Lead
Score
Warranty
Data
Enables “one Microsoft
Dynamics
view” of the CRM
customer. Social Credit
Media Status
Allows faster
communication with
customers
MarCom
Provides better Surveys
History
measurement of eCommerce
campaign ROI

19. Customers Engage through Multiple Channels
The Days of the Single‐Channel Consumer
are Gone and they’re not coming back.

20. Cross‐Channel Marketing is a Must
Managing the Customer Conversation
Requires Integration of Outbound & Inbound Channels

21. Interactive Marketing Hub™ from ExactTarget

22. Cross‐Channel Marketing Workflow
Database Segmentation Campaign Program Customer / Prospect
Management Campaign Planning Development and Execution Interaction
Prospective SegmentOffline
A
Identify
Customers Customers
& Prospects • Offer/ Message
• Channel
Customer Data Acquisition
Customers with
Content Personalization
Landing Page / Microsite
Customer Specific Needs • Timing
Program Development
Demographics
Product /Service Segment B
Needs, Interests Offer
Select
• Offer/ Message
• Channel
Products
Information • Timing Online
Purchased
Offline
Analytics Segment C
and Lead Score
Determine
Timing • Offer/ Message
Campaign • Channel
Response History • Timing
Channels
Campaign Response Tracking
Database Updating / Lead Scoring

23. Belk Uses Email, Mobile,
Social Media and Print to
Engage Consumers
Belk Facebook Page
Belk Newspaper Insert Belk Customer Email

25. • Aids the Buying Process
• Improves Service
• Maximizes Retention

26. Email: #1 for Business Getting. #1 for Business Keeping.
The Customer Life Cycle
Product Product Product Product Repurchase/ Brand
Inquiry Evaluation Purchase Usage Renewal Loyalty
Business Getting Business Keeping
“56% of US consumers say the message that
caused them to purchase was delivered by
email.”
Source: ExactTarget
Research Report: Subscribers, Fans & Followers, Report #9 2011

28. • Increases Brand Awareness
• Fuels the Conversation
• Attracts New Customers

29. Social Media Facts
46% of consumers combine 24 hours of video are
uploaded to YouTube
social media and search engines in
their buying process (GroupM) each minute.
There will be nearly 21 million Twitter
(YouTube)
users in the U.S. by the end of 2011
(eMarketer) Thirty-four percent of
marketers have generated
83% of US Online Adults participate in leads using Twitter, and 20%
social media (Forrester) have closed deals using
77% of consumers
Twitter (AllTwitter)
Approximately said they interact
US marketers will spend
55% of Twitter with brands on
Facebook primarily $3.08 billion to advertise on
users are through reading social networking sites in
mobile users posts and updates 2011.
from the brands Source: eMarketer, Jan. 2011
(Mashable)

30. 75%To monetize social media, convert the
of social media users say email is
best way for companies to communicate
“Fans and Followers” to email subscribers!
with them. (MarketingSherpa, 2010)
© 2009 Online Marketing Connect

31. • Delivers Exclusive Offers
• Drives Traffic
• Extends Customer Service

32. EMAIL DOMINATES
SMARTPHONE USE

33. Smartphones and iPads Have Accelerated Interaction
65.8 million people in
the U.S. now own
smartphones. Of these, 35.3%
use apps.
Source: comScore MobiLens
2011 U.S. Mobile Subscriber Market Share
March , 2011
24 million tablet
computers will be sold in the
U.S. in 2011.
More than 19 million will be
iPads
Source: eMarketer
December, 2010

34. Thanks!
Joel Book
ExactTarget, Inc.
jbook@exacttarget.com
EmailMarketingbytheBook.com
@JoelBook
http://www.linkedin.com/in/joelbook