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Best practices in Marketing AutomationAdam Sharp 		  asharp@clever-touch.com22nd June 2011
About CleverTouchOur Topic CloudRules-based WorkflowIntelligent Marketing TechnologyMarketing Know-how
The state of marketing today3
4INBOUNDOUTBOUNDThe Gap Technology
 Processes
 Content
 Skills
Pipeline
Opportunity Management
Sales
Support
(X-sell)5…marketing 1.0SEO & PPCAds & Direct MailPRSocial NtwkTelemarketingDigital& WebEventseMailChannels& PartnersMultiple Versions Of The TruthMultiple Formats- No HistoryPoor Lead Nurturing & RoutingPeople/Time IntensiveOrganisation serve Comms Platforms
Marketing 1.0 = IneffectiveMarketingDomainADHOC  80%Sales Domain20%
7
 Major Marketing 1.0 issues8no real handle on prospect dataslow campaigns = individual heroicsmulti-channel = multi-complexityadhoc workflowconstant reinvention (manual nurturing)partners not integrated no personalisationpipeline = feast or famineno closed loop & forensic lead analysis
Building a Marketing CapabilityC. Innovation, Creativity & StickinessCreating Time, New Initiatives, New Markets/New Products, Serving Internal & External Customer WellB. Communication Programmes, Content based on Shared Progressive StrategyMatching communication tools and dialogue to stage of Buying Process & Personas. Load balancing by Funnel Stage. Enable Continuous Dialogue. Channel Enabled.CBA. Develop a Coherent Marketing Architecture & Shared StrategyMarket Sizing & Market Intelligence, Prospect & Customer Data, Inbound & Outbound, Influencer Strategy, Buyer Personas & Buying Process, Content, Nurture Strategy, Sales & Marketing Alignment, Funnel & Pipeline Anatomy, Channel Enablement, KPIs/ROIs.A
Limited Marketing CapabilityC. Innovation, Creativity & StickinessCreating Time, New Initiatives, New Markets/New Products, Serving Internal & External Customer WellB. Communication Programmes, Content based on Shared Progressive StrategyMatching communication tools and dialogue to stage of Buying Process & Personas. Load balancing by Funnel Stage. Enable Continuous Dialogue. Channel Enabled.Stuck in “Let’s Communicate Mode”A. Develop a Coherent Marketing Architecture & Shared StrategyMarket Sizing & Market Intelligence, Prospect & Customer Data, Inbound & Outbound, Influencer Strategy, Buyer Personas & Buying Process, Content, Nurture Strategy, Sales & Marketing Alignment, Funnel & Pipeline Anatomy, Channel Enablement, KPIs/ROIs.
11…and so Marketing needs a new approach
12Marketing 2.0 - brochureware to marketing hubPRE-CAMPAIGNANALYSISPRE-CAMPAIGNANALYSISPOST-CAMPAIGNANALYSIS
Our philosophy & methodologyNo business can accurately predict future revenues without complete transparency into both the funnel and the pipe….joined up marketing
Customer-centric engagement strategyEducate, don’t sell14
Each campaign needs content in logical order
16Think workflow and processControlled NurturingLoad balancingClosed loop feed back
17WhitepaperBlueprintWebinar
TIME 18
SMB ‘Worry Free’c.2m units/contacts9 countries7 languages5 routes to purchaseThe briefFully automate, integrated systems, integrate ‘drip’ and ‘keep in touch’ campaignsdynamic content & richer experience
20Campaign flow/user journeyAll areas in pink are dynamic content – flexible content that is placed into the template automatically by the system based on the contact’s identified profile
Dynamic content is heavily utilised through the program, for instance in the highly time-sensitive automated program for in trial that launches one of seven emails based on a contact’s trial status.
The tone of the message changes accordingly over time. Campaign flow/user journeyTimeSegmentPOS Segment#1#4Trend Micro DatabaseWelcome CampaignPost Purchase SurveyTrend DatabaseDefault Customer CommunicationsRegular Monthly CampaignsTrend FTP SiteAd Hoc CampaignsData put on to FTP site dailyMid Term SurveyRenewal RemindersIn Trial Segment#1#4Welcome CampaignCleverTouchDataTransformationData manipulated ready for silverpopPost Trial Activation Segment#1#2Activate - YPost Purchase SurveyWelcome CampaignWin Back CampaignSilverpop FTP Site#1Data uploaded to silverpop for scheduled daily importActivate - NExtended Trial Period CampaignSurvey#2#8Silverpop DatabaseNew contacts added to Database
Dynamic content in automated email 29 Days of Trial Remain3 Days Remain15 Days Remain0 Days Remain7 Days Since Expiry3 Days Since Expiry
30 Days Since Expiry

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Pardot UK Seminar: Adam Sharp (6/23/2011)

  • 1. Best practices in Marketing AutomationAdam Sharp asharp@clever-touch.com22nd June 2011
  • 2. About CleverTouchOur Topic CloudRules-based WorkflowIntelligent Marketing TechnologyMarketing Know-how
  • 3. The state of marketing today3
  • 10. Sales
  • 12. (X-sell)5…marketing 1.0SEO & PPCAds & Direct MailPRSocial NtwkTelemarketingDigital& WebEventseMailChannels& PartnersMultiple Versions Of The TruthMultiple Formats- No HistoryPoor Lead Nurturing & RoutingPeople/Time IntensiveOrganisation serve Comms Platforms
  • 13. Marketing 1.0 = IneffectiveMarketingDomainADHOC 80%Sales Domain20%
  • 14. 7
  • 15. Major Marketing 1.0 issues8no real handle on prospect dataslow campaigns = individual heroicsmulti-channel = multi-complexityadhoc workflowconstant reinvention (manual nurturing)partners not integrated no personalisationpipeline = feast or famineno closed loop & forensic lead analysis
  • 16. Building a Marketing CapabilityC. Innovation, Creativity & StickinessCreating Time, New Initiatives, New Markets/New Products, Serving Internal & External Customer WellB. Communication Programmes, Content based on Shared Progressive StrategyMatching communication tools and dialogue to stage of Buying Process & Personas. Load balancing by Funnel Stage. Enable Continuous Dialogue. Channel Enabled.CBA. Develop a Coherent Marketing Architecture & Shared StrategyMarket Sizing & Market Intelligence, Prospect & Customer Data, Inbound & Outbound, Influencer Strategy, Buyer Personas & Buying Process, Content, Nurture Strategy, Sales & Marketing Alignment, Funnel & Pipeline Anatomy, Channel Enablement, KPIs/ROIs.A
  • 17. Limited Marketing CapabilityC. Innovation, Creativity & StickinessCreating Time, New Initiatives, New Markets/New Products, Serving Internal & External Customer WellB. Communication Programmes, Content based on Shared Progressive StrategyMatching communication tools and dialogue to stage of Buying Process & Personas. Load balancing by Funnel Stage. Enable Continuous Dialogue. Channel Enabled.Stuck in “Let’s Communicate Mode”A. Develop a Coherent Marketing Architecture & Shared StrategyMarket Sizing & Market Intelligence, Prospect & Customer Data, Inbound & Outbound, Influencer Strategy, Buyer Personas & Buying Process, Content, Nurture Strategy, Sales & Marketing Alignment, Funnel & Pipeline Anatomy, Channel Enablement, KPIs/ROIs.
  • 18. 11…and so Marketing needs a new approach
  • 19. 12Marketing 2.0 - brochureware to marketing hubPRE-CAMPAIGNANALYSISPRE-CAMPAIGNANALYSISPOST-CAMPAIGNANALYSIS
  • 20. Our philosophy & methodologyNo business can accurately predict future revenues without complete transparency into both the funnel and the pipe….joined up marketing
  • 22. Each campaign needs content in logical order
  • 23. 16Think workflow and processControlled NurturingLoad balancingClosed loop feed back
  • 26. SMB ‘Worry Free’c.2m units/contacts9 countries7 languages5 routes to purchaseThe briefFully automate, integrated systems, integrate ‘drip’ and ‘keep in touch’ campaignsdynamic content & richer experience
  • 27. 20Campaign flow/user journeyAll areas in pink are dynamic content – flexible content that is placed into the template automatically by the system based on the contact’s identified profile
  • 28. Dynamic content is heavily utilised through the program, for instance in the highly time-sensitive automated program for in trial that launches one of seven emails based on a contact’s trial status.
  • 29. The tone of the message changes accordingly over time. Campaign flow/user journeyTimeSegmentPOS Segment#1#4Trend Micro DatabaseWelcome CampaignPost Purchase SurveyTrend DatabaseDefault Customer CommunicationsRegular Monthly CampaignsTrend FTP SiteAd Hoc CampaignsData put on to FTP site dailyMid Term SurveyRenewal RemindersIn Trial Segment#1#4Welcome CampaignCleverTouchDataTransformationData manipulated ready for silverpopPost Trial Activation Segment#1#2Activate - YPost Purchase SurveyWelcome CampaignWin Back CampaignSilverpop FTP Site#1Data uploaded to silverpop for scheduled daily importActivate - NExtended Trial Period CampaignSurvey#2#8Silverpop DatabaseNew contacts added to Database
  • 30. Dynamic content in automated email 29 Days of Trial Remain3 Days Remain15 Days Remain0 Days Remain7 Days Since Expiry3 Days Since Expiry
  • 31. 30 Days Since Expiry
  • 32. Progressive profiling on web, interactive adviser guide
  • 33. Dynamic Content Product recommendations based on progressive profiling
  • 34. Products/links are all personalised so ROI can be calculated at individual level Dynamic Advisor Tool- Dictates which campaign journey (of 5) prospects are taken down, includes send time optimisation.
  • 35. Some of the results so farFor confidentiality reasons open rates and clicks thru’s are shared but not visits to ecommerce site or revenue figuresSuffice to say that logic dictates that an increase in open rates, brand awareness and a higher level of people trialling the software leads to a significant uplift in salesThe key is the time to marketing and dynamic relevant content, due to our grabbing data from the ftp site and committing it to the programme (15 times a day) and because of the immediacy of the programme and the dynamic content, there has been a significant uplift in open rates, engagement and ultimately salesAs a result this programme has been extended to 2013 and Dell and Trend are looking at other ways to partner and to integrate marketing automation into their marketing.27
  • 36. 28% rates across all program sends18351Note: Percentages reflect the proportion of people clicking on the advisor link in the email, who then go on to: fully complete the tool, open the report they are emailed following completion, and click a link within the final report
  • 37. 29 Marketing Automation isopportunity for Marketing Transformation
  • 39. Best practices in Marketing AutomationAdam Sharp asharp@clever-touch.com22nd June 2011