Marketing has fundamentally changed due to consumers using multiple interactive channels like email, mobile, social media, and the web. To be successful, marketers must use a cross-channel lifecycle marketing approach that delivers relevant messages to consumers on these various channels based on their behaviors and preferences. This involves capturing consumer permission across channels, understanding their behaviors, and automating marketing programs around various "loops" like conversion, repurchase, engagement, and re-permission. Determining which channels to use for programs should be based on individual consumer preferences and a marketer's solution should facilitate automation, cross-channel campaign management, and data-driven personalized messaging at scale.
Salesforce Marketing Cloud Training | Salesforce Training For Beginners - Mar...Edureka!
This Edureka Salesforce Marketing Cloud training video for beginners will help you learn Salesforce marketing cloud benefits, what it is, its various features, use case along with marketing cloud demo. This training video is ideal for beginners to learn Salesforce marketing cloud. You can also read the blog here: https://goo.gl/CS6aV4
Each year, $83 billion is lost due to poor customer experiences. Today's marketers have a phenomenal opportunity to drive the customer journey and ensure that customers have a consistent experience no matter how or where they choose to do business with a brand. Join us to learn about the value of the customer journey, importance of having one-to-one conversations with customers, and how the Marketing Cloud will allow you to accomplish it.
Reimagine Growth: Execute on your customer journey strategyCleverTap
Execute on your customer journey strategy
Key Learnings:
-Build your 360-degree view of your customer lifecycle journey
-Create an omnichannel engagement strategy that’s cost-effective
-Reduce churn by engaging on at the right moments
Salesforce Marketing Cloud Training | Salesforce Training For Beginners - Mar...Edureka!
This Edureka Salesforce Marketing Cloud training video for beginners will help you learn Salesforce marketing cloud benefits, what it is, its various features, use case along with marketing cloud demo. This training video is ideal for beginners to learn Salesforce marketing cloud. You can also read the blog here: https://goo.gl/CS6aV4
Each year, $83 billion is lost due to poor customer experiences. Today's marketers have a phenomenal opportunity to drive the customer journey and ensure that customers have a consistent experience no matter how or where they choose to do business with a brand. Join us to learn about the value of the customer journey, importance of having one-to-one conversations with customers, and how the Marketing Cloud will allow you to accomplish it.
Reimagine Growth: Execute on your customer journey strategyCleverTap
Execute on your customer journey strategy
Key Learnings:
-Build your 360-degree view of your customer lifecycle journey
-Create an omnichannel engagement strategy that’s cost-effective
-Reduce churn by engaging on at the right moments
Salesforce Sales Cloud: Best Practices to Win More DealsCloud Analogy
Salesforce Sales Cloud includes a variety of services and products that help salespeople close more deals and develop stronger customer connections. Check out this presentation for more details on Sales Cloud.
Ever wonder how Salesforce uses the Marketing Cloud? Be sure to attend this session to learn how we use the Marketing Cloud to create 1:1 customer journeys. We'll talk about Salesforce1 Mobile app adoption and on-boarding, best practices for event registration, creating on-site mobile experiences, driving leads with social advertising, identifying and engaging advocates on social channels, and more. And we will take a real-time look at how we used the Marketing Cloud during Connections.
Customer journeys are no longer just for the marketing department—they transcend all aspects of the business. Join us to learn how we use our own technology to deliver personalized, cross-channel experiences across departments at Salesforce. You’ll see real-world examples of how Marketing Cloud powers journeys to onboard our customers, app users and even our employees.
Understanding the value of programmatic and how it can impact your brand.
Presented at the National Ski Area Association Convention and Tradeshow in San Francisco May 2015.
Media Planning Process / Workflow
Deliverables for Client
Media Buying Types
Digital Targeting Types
Digital Ad Types
Digital Creative Specifications
Staying Current / Industry Shifts
First Rule of Marketing Analytics: Forget the Customer - Digital Summit Phoenixmbedner
The customer decision journey is no longer linear – the method for measuring it shouldn’t be either. This session will challenge marketers to understand customer acquisition differently, how to construct a marketing measurement funnel, and how to demonstrate holistic results that drive performance and optimization.
Digital Marketing Channels PowerPoint Presentation SlidesSlideTeam
Presenting this set of slides with name - Digital Marketing Channels PowerPoint Presentation Slides. This complete deck is oriented to make sure you do not lag in your presentations. Our creatively crafted slides come with apt research and planning. This exclusive deck with sixty two slides is here to help you to strategize, plan, analyse, or segment the topic with clear understanding and apprehension. Utilize ready to use presentation slides on Digital Marketing Channels Powerpoint Presentation Slides with all sorts of editable templates, charts and graphs, overviews, analysis templates. It is usable for marking important decisions and covering critical issues. Display and present all possible kinds of underlying nuances, progress factors for an all inclusive presentation for the teams. This presentation deck can be used by all professionals, managers, individuals, internal external teams involved in any company organization.
Nous voyons de nombreuses entreprises aujourd'hui ajoutant plusieurs Clouds Salesforce dans leur évolution digitale.
En tant que Consultant Salesforce (business ou technique), il n'est pas rare de voir une société utiliser Marketing Cloud dans le département Marketing, Commerce Cloud pour ses ventes en ligne, dans BU d'e-commerce, et dans leur SAV envisager d'ajouter Service Cloud.
Ce n'est qu'un exemple de 3 Clouds Salesforce, et il y a d'autres combinaisons de Clouds, mais voilà l'idée que dans l'écosystème Salesforce, nous sommes maintenant au défi d'aligner tout en une plate-forme numérique cross-Cloud qui est sou jacente de nouveaux parcours clients et employé.
Dans cette session, nous examinerons 2 cas d'intégration Cross-Cloud (B2C et B2B) et les meilleures pratiques sur la façon de les connecter en une seule vue Client.
Ce sont également des cas d'utilisation que Salesforce utilise dans une nouvelle génération de certifications à partir de janvier 2021 - Salesforce Solution Architect & Salesforce Enterprise Architect (ne pas confondre avec l'existante CTA - Cloud Technical Architect)
This new approach to marketing revolutionises the way marketers can build 1-2-1 relationships with their customers on a mass scale across digital channels.
New School Marketing: The cross-channel lifecycle marketing approach. Old school marketing is fading. And a New School is on the rise. Why? Because consumers have changed! Today, they fast forward through TV commercials. They’ve put down the newspaper. They junk unsolicited email. Because they have new options that better fit their digital lifestyle. They prefer marketers who talk with them, not at them. New School marketers deliver what today’s consumers want: relevant interactive communication across the new power channels: email, mobile, social, and the web. By responsys.com…
Salesforce Sales Cloud: Best Practices to Win More DealsCloud Analogy
Salesforce Sales Cloud includes a variety of services and products that help salespeople close more deals and develop stronger customer connections. Check out this presentation for more details on Sales Cloud.
Ever wonder how Salesforce uses the Marketing Cloud? Be sure to attend this session to learn how we use the Marketing Cloud to create 1:1 customer journeys. We'll talk about Salesforce1 Mobile app adoption and on-boarding, best practices for event registration, creating on-site mobile experiences, driving leads with social advertising, identifying and engaging advocates on social channels, and more. And we will take a real-time look at how we used the Marketing Cloud during Connections.
Customer journeys are no longer just for the marketing department—they transcend all aspects of the business. Join us to learn how we use our own technology to deliver personalized, cross-channel experiences across departments at Salesforce. You’ll see real-world examples of how Marketing Cloud powers journeys to onboard our customers, app users and even our employees.
Understanding the value of programmatic and how it can impact your brand.
Presented at the National Ski Area Association Convention and Tradeshow in San Francisco May 2015.
Media Planning Process / Workflow
Deliverables for Client
Media Buying Types
Digital Targeting Types
Digital Ad Types
Digital Creative Specifications
Staying Current / Industry Shifts
First Rule of Marketing Analytics: Forget the Customer - Digital Summit Phoenixmbedner
The customer decision journey is no longer linear – the method for measuring it shouldn’t be either. This session will challenge marketers to understand customer acquisition differently, how to construct a marketing measurement funnel, and how to demonstrate holistic results that drive performance and optimization.
Digital Marketing Channels PowerPoint Presentation SlidesSlideTeam
Presenting this set of slides with name - Digital Marketing Channels PowerPoint Presentation Slides. This complete deck is oriented to make sure you do not lag in your presentations. Our creatively crafted slides come with apt research and planning. This exclusive deck with sixty two slides is here to help you to strategize, plan, analyse, or segment the topic with clear understanding and apprehension. Utilize ready to use presentation slides on Digital Marketing Channels Powerpoint Presentation Slides with all sorts of editable templates, charts and graphs, overviews, analysis templates. It is usable for marking important decisions and covering critical issues. Display and present all possible kinds of underlying nuances, progress factors for an all inclusive presentation for the teams. This presentation deck can be used by all professionals, managers, individuals, internal external teams involved in any company organization.
Nous voyons de nombreuses entreprises aujourd'hui ajoutant plusieurs Clouds Salesforce dans leur évolution digitale.
En tant que Consultant Salesforce (business ou technique), il n'est pas rare de voir une société utiliser Marketing Cloud dans le département Marketing, Commerce Cloud pour ses ventes en ligne, dans BU d'e-commerce, et dans leur SAV envisager d'ajouter Service Cloud.
Ce n'est qu'un exemple de 3 Clouds Salesforce, et il y a d'autres combinaisons de Clouds, mais voilà l'idée que dans l'écosystème Salesforce, nous sommes maintenant au défi d'aligner tout en une plate-forme numérique cross-Cloud qui est sou jacente de nouveaux parcours clients et employé.
Dans cette session, nous examinerons 2 cas d'intégration Cross-Cloud (B2C et B2B) et les meilleures pratiques sur la façon de les connecter en une seule vue Client.
Ce sont également des cas d'utilisation que Salesforce utilise dans une nouvelle génération de certifications à partir de janvier 2021 - Salesforce Solution Architect & Salesforce Enterprise Architect (ne pas confondre avec l'existante CTA - Cloud Technical Architect)
This new approach to marketing revolutionises the way marketers can build 1-2-1 relationships with their customers on a mass scale across digital channels.
New School Marketing: The cross-channel lifecycle marketing approach. Old school marketing is fading. And a New School is on the rise. Why? Because consumers have changed! Today, they fast forward through TV commercials. They’ve put down the newspaper. They junk unsolicited email. Because they have new options that better fit their digital lifestyle. They prefer marketers who talk with them, not at them. New School marketers deliver what today’s consumers want: relevant interactive communication across the new power channels: email, mobile, social, and the web. By responsys.com…
Accenture: Multichannel Attribution Dec 2012Brian Crotty
Anticipating consumers’ every move to conversion is essential to realizing a strong return on marketing investment (MROI), yet, pervasive methods for understanding consumer behaviors fall short in a multichannel environment.
In the digital world, channel savvy, highly mobile, multiple device-happy consumers are in control. While they move from one media channel to another—and from one device to another—companies across industries are struggling to keep pace.
Anticipating consumers’ every move to conversion—and measuring every interaction across every channel—is essential to realizing a strong MROI and to sustaining competitive differentiation. Yet, pervasive methods for understanding consumer behaviors fall short in a multichannel environment.
As such, various attribution models and approaches have emerged to help businesses better capture and analyze consumers’ purchase journeys across both offline and online channels. Though a singular approach for measuring consumer data has yet to emerge, multichannel attribution holds exciting promise.
December 6, 2012
Today’s retail customers expect flexible interaction channels that allow them to shop wherever they are, whenever they want – supported by personalised offers, a sufficiently high availability and assortment of product, and rich product information that enhances their shopping experience.
Transforming from a campaign-based approach to a more customer-centric one spans the considerations
needed to effi ciently manage all aspects of the Connected Journey. In 2016, multi-channel marketing (MCM)
enters a new and exciting phase that merges time-tested best practices with the trends that are driving digital
performance today
Digital marketing is fundamental to businesses’ success in today’s modern era of engagement marketing. Promoting brands, products, and services online and through mobile applications is quickly becoming table stakes. So as a marketer, you must get on board.
HOW OMNICHANNEL EXPERIENCES CAN LEVEL UP COMMUNICATION FOR ENTERPRISES.tanlakarix
Today’s customer journeys span back and forth between digital and physical touchpoints, weaving from one platform and one device to another as they evaluate their options and decide whom to do business with. If you want to reach them, you must be present where they are and use the channels they use – WhatsApp, Facebook, Instagram, SMS, Email etc.
At its core, omnichannel marketing is about removing any friction points or barriers to entry and communicating with your customers on channels they already prefer. It is an integrated approach to marketing that puts the customer first and builds a series of sales and marketing strategies around it.
From Web Traffic to Foot Traffic: How Brands & Retailers Can Leverage Digital...Rebecca Lieb
My latest research report highlights how brands can harness the power of digital content and media to reach consumers and influence their in-store buying decisions. We surveyed 500 brand and agency marketers, including interviews with marketing leaders from PepsiCo, McDonalds, The Home Depot and Staples,
1. Marketing. Well Executed.
Email / Mobile / Social / Web
Marketing. Changed Forever.
Cross-Channel Lifecycle Marketing
for Today’s New Marketer
by Scott Olrich
with Heather Blank
Today’s business environment has changed. Consumers are more dynamic, informed,
and unpredictable than ever, and they use more interactive channels – including email,
mobile, social and the web – to inform and execute their buying decisions. To be
successful, marketers must be ready with relevant marketing at a moment’s notice,
whenever and wherever consumer behavior and preferences dictate. Cross-Channel
Lifecycle Marketing provides marketers with a more nimble, holistic approach to
planning and executing marketing programs that deliver greater customer value and
higher revenue.
2. Customers and buying behaviors have Most marketers already understand the value of using
changed forever. customer behavior and preference data to drive email
message content and timing for greater relevance. But as
When was the last time you watched live – not recorded – relevance itself is being redefined to include channel usage
TV at home, let alone sat through a commercial? When was and preference data, email marketers must now think of
the last time you answered your home phone after 7:00 digital marketing more holistically, starting with permission.
p.m. and actually talked to a telemarketer? Can you recall
the last piece of direct mail you saved?
Now consider how often you check your email. How lost
do you feel without your mobile phone at your side? How
many friends do you have on Facebook, and when did the
nine-year-old next door start blogging?
In the past, television and direct mail were considered the
killer outbound marketing channels, while call centers and
stores were the primary inbound channels. But today the
Internet has become such a huge part of everyday life,
for consumers and marketers alike. It’s difficult to imagine
shopping, working, reading, banking, job hunting or social
networking without it. And it has forever changed the way
people buy and sell products and services.
The nature of relevance has changed forever.
Today’s consumers have more options and higher
expectations than ever before when it comes to the way
they interact with companies. They are more technology- Sears captures permission across multiple key interactive channels.
savvy and use the key interactive channels – email, mobile,
social, and the web – practically simultaneously. They are
more sophisticated about marketing, too, and know that
Permission is key, but not just for
marketers are constantly collecting data about them –
detailed data about when they are online, what they click
email any more.
on, what they buy online, what they buy offline, what they Email marketing was founded on the principle of
don’t buy, and more. They expect marketers to use this permission. But today, permission forms the very basis
data to make marketing messages more relevant. of all online relationships, not just email. Marketing across
mobile, social, and web channels also starts with
But today relevance isn’t just about sending the right
permission, and only with permission can marketers
messages to the right people at the right times. It’s also
begin to communicate with the new cross-channel
about sending them through and across the right channels.
customer in a known, personalized way.
And with the growing adoption of emerging technologies,
such as social networking, consumers now expect to find Traditional, acquisition-oriented marketing campaigns,
relevant information not just in their inbox or on a web site such as targeted search or online advertising, are designed
but in whatever channel they decide to use, whenever they to drive consumers anonymously into a “conversion
feel like using it. Marketers must contend with an unlimited funnel.” But conversion rates – typically between one and
number of possible interaction points with – and among – three percent – are low and drive ROI down. As for the
customers, and they are no longer in control. For the new 97 to 99 percent of customers who do not convert, they
cross-channel marketer, inbound and outbound channel simply disengage anonymously and are, with any luck,
usage is now dictated by individual customer behavior driven back into the conversion funnel at a later time by
and preference. more marketing spend.
Responsys / Marketing. Changed Forever. Cross-Channel Lifecycle Marketing for Today’s New Marketer 2
3. In this traditional model, however, marketers are always Marketing has changed forever.
starting at square one. With an anonymous audience they
While using a lifecycle model is still the best way to
can’t optimize their marketing messages, let alone their
approach marketing, today’s new cross-channel customer
marketing spend, to increase ROI. But with permission
is online, offline, captivated, distracted, satisfied, annoyed,
to interact with customers in their preferred channels,
vocal, or quiet at any given moment. The linear concept
marketers have greater opportunities to get to know
of a traditional funnel, or even a succession of lifecycle
customers, learn what makes them tick, and reach them
“stages,” is no longer a useful framework for planning
at the most opportune times.
marketing campaigns and programs.
Marketers will know when Sarah J. Parker clicks on their
Today’s cross-channel consumer is more dynamic,
email. They will know when she is on their web site.
informed, and unpredictable than ever. Marketers must
They will know when she is online, talking to friends and
be ready with relevant marketing at a moment’s notice.
colleagues about their company. They will have her email
address (probably more than one), even her mobile Marketing to today’s cross-channel consumer demands
number, and they will be part of her online social network. a more nimble, holistic approach, one in which customer
They will learn which channels she prefers to use when behavior and preference data determine the content and
and for what purposes – including interacting with and timing – and delivery channel – of marketing messages.
influencing their brand. And they will know when those Marketing campaigns should be cohesive: content should
preferences change. be versioned and distributable across multiple channels.
Marketers should collect holistic data profiles on consum-
Only with permission and a cross-channel, holistic view will
ers, including channel response and preference data, social
marketers be able to reach their customers at the most
footprint/area of influence, and more. Segmentation strate-
influential moments of the lifecycle. To adapt, marketers
gies should now take into account channel preferences.
need to rethink the way they approach marketing – one
that drives both higher conversion rates as well as higher Marketers can still drive conversions and revenue,
levels of efficiency, revenue and engagement from this new based on their own needs, with targeted campaigns
cross-channel customer experience. sent manually, but more of their marketing should be
driven by – and sent via preferred channels in response
to – individual customer behaviors and events.
How can marketers plan for that? Permission, integration,
and automation are the keys, along with a more practical
lifecycle model designed to make every acquisition
marketing investment result in conversion, after conversion,
after conversion.
Marketers may not be in control but they
can be ready to respond.
Marketers ultimate goals are to keep customers
continually engaged with their brands, so that when
customers are ready to buy (or buy again) – or their friends
or colleagues are ready – their brands are top of mind,
in the right place at the right time. For most marketers,
understanding the dynamics of the new cross-channel
customer behavior is the easy part. The challenge lies in
knowing how to align marketing programs and spend
with the most influential moments and channels.
Southwest Airlines uses the mobile channel to acquire
email permission.
Responsys / Marketing. Changed Forever. Cross-Channel Lifecycle Marketing for Today’s New Marketer 3
4. At Responsys, we prescribe an approach, called The right approach: Cross-Channel
“Cross-Channel Lifecycle Marketing,” that is guided by Lifecycle Marketing.
a set of strategic “loops.” The approach is integrated,
customer-driven, and nimble to help marketers be ready Cross-Channel Lifecycle Marketing really starts with the
with the right marketing messages when their customers capture of customer permission, contact information,
“tell” them they want them. Marketers always have to be and preferences for multiple channels. It also requires
“listening” – collecting actionable customer data – so marketers to have the right integrated marketing and
they know which loop a customer is in at any given time customer information systems, so that (1) they can have
and can respond accordingly with the best marketing. complete understanding of customers through stated
preferences and observed behavior at any given time,
On the various loops we have already mapped best- and (2) they can automate and optimize their programs
practice, cross-channel marketing programs that are proven and processes throughout the customer lifecycle. Once
to drive customers to take a value-creating action, whether marketers have that, they need a practical framework
it’s making a purchase or influencing one. for planning marketing activities.
Unlike a traditional lifecycle approach, where customers Let’s take a look at the various loops that guide market-
are simply messaged differently based on which stage ing strategies and tactics in the Cross-Channel Lifecycle
of the lifecycle they are in or how much they’ve spent, Marketing approach: conversion, repurchase, stickiness,
this approach allows for more marketing – programs and win-back, and re-permission.
campaigns, message content and timing – to be driven
by customers themselves. And as customer behavior and
preferences change, so can marketing messages. The
result: more efficient, effective marketing, and more
engaged customers.
Responsys / Marketing. Changed Forever. Cross-Channel Lifecycle Marketing for Today’s New Marketer 4
5. Conversion Loop
Permission capture creates an immediate opportunity to
Lifecycle “programs” may be
influence initial conversion and recapture the 97 to 99
composed of multiple “campaigns”
percent of people who were not convinced by generic
or messages and use multiple acquisition-marketing tactics. In this more predictable
channels to engage customers in “conversion” loop, triggered programs tied to welcome,
longer-term dialogues. browse, and abandonment activities are proven ways to
accelerate a purchase. The messages can be highly
For example: relevant – perfectly timed and tailored based on a
customer’s observed channel behavior and declared
— Instead of sending new email
preferences in the profile center. It is important to push
subscribers a single “welcome to our
marketing content to the consumer beyond the inbox.
mailing list” message, send three Sale alerts in the social and mobile channels are a great
emails, over a span of three weeks, opportunity to drive additional conversion.
introducing them to products, or
services and offering them special
discounts or promotions available
only to new subscribers.
— If a customer clicks on a link in
one email but doesn’t convert, trigger
another email or mobile message to
be sent a few days later with more
specific content about the topic or
product in which they showed interest.
— After a product purchase, ask a StubHub leverages web behavior to drive more relevant,
triggered programs.
customer via email, social, or mobile
message to provide a rating or review
for the website or to share their
experience with their social network.
Trigger an email or mobile alert to
that customer whenever another web
site user ranks the review as helpful.
Responsys / Marketing. Changed Forever. Cross-Channel Lifecycle Marketing for Today’s New Marketer 5
6. Repurchase Loop Stickiness Loop
Any single purchase creates more immediate and Even if customers aren’t in the market to buy now,
recurring opportunities to influence additional purchases keeping them brand-engaged is paramount. In the
– without spending more dollars on acquisition. In the “stickiness” loop, ask customers to participate in polls
“repurchase” loop, transactional, replenishment, and and surveys or provide ratings or reviews for products
cross-sell/upsell programs are the optimal ways to and services. Share customer opinions on the web and
capitalize on the momentum of a first purchase. on social networking sites to influence the purchasing
Transactional campaigns, in particular, are typically decisions of others. Identify brand enthusiasts and
high performers since studies show that people most enable them to easily share content via multiple
likely to respond to marketing are people who most channels. These types of “sticky” programs can not
recently purchased. Replenishment notifications via only lead to increased brand affinity but drive
mobile are an excellent way to communicate with additional conversions as well.
customers beyond the desktop.
Whole Foods utilizes social networks to engage customers
and create brand advocates.
Williams-Sonoma includes additional recommended
products as part of transactional programs.
Responsys / Marketing. Changed Forever. Cross-Channel Lifecycle Marketing for Today’s New Marketer 6
7. Win-back Loop Re-permission Loop
If interactions with a customer over a certain period If a customer has been inactive for an extensive period
of time haven’t resulted in conversion or purchase, of time – hasn’t clicked on links in emails, taken advantage
move the customer to the “win-back” loop. Here, of special offers, or responded to campaigns in any way
discount, free-shipping, bonus, limited-time, or other – we recommend asking again for permission to continue
special-incentive promotions are proven tactics used communication. Re-permission campaigns should be
to accelerate conversion. Use a well-timed series of sent via multiple channels to ensure response. Simple
messages, with personalized offers delivered to the personalization and acknowledgment of inactivity are
channel of preference based on level of inactivity to highly effective in not only re-engaging customers but
deliver more compelling messages. driving new conversions as well.
Coach reaches out to customers to maintain
their permission.
LEGO provides a limited-time promotion to
re-engage customers.
Responsys / Marketing. Changed Forever. Cross-Channel Lifecycle Marketing for Today’s New Marketer 7
8. This Cross-Channel Lifecycle Marketing approach
provides a flexible, nimble foundation for both planning
and executing customer-driven marketing programs Which channels are
that addresses the changing needs of the new best suited for
cross-channel consumer. With the right technology and
integrated data, marketers can automate the majority which marketing
of their marketing programs to deliver the best messages programs?
at the best times via the preferred channels – on a
repeatable, predictable basis.
Gotcha. This is a trick question.
The channels used by marketers
Win back time for planning, optimization, should be determined by individual
and innovation. customer behavior and preference.
By design, productivity and efficiency are key advantages For example, users who frequently
of the Cross-Channel Lifecycle Marketing approach. By purchase via a mobile site or browse
having a core set of automated programs in place – via a 3G phone might get a browse
practically running and optimizing themselves – marketing campaign via their mobile device,
teams can spend less time on execution and more time
instead of via email. Users who
on the strategic initiatives relating to segmentation,
frequently use “share-with-your-social-
innovation, and optimization that will make their ad-hoc
and recurring campaigns that much more powerful. network” links in emails might receive
Segmentation alone can make a huge impact on campaign more socially-enabled campaigns
success, and today most marketers just can’t find the than other subscribers. Channel and
time to do it. content are simply segmentation
With this approach and the right technology, marketers strategies based on the most recent
will also be able to adapt and ramp up as new subscriber data. As emerging channels
communication channels and touch points gain adoption. develop better technology and gain
The emergence of social networks as a marketing channel increased adoption, marketers should
is a great recent example. Email recipients and web
ultimately have channel versions for
site visitors are now a click away from sharing marketing
all of their lifecycle marketing
messages with their social networks – and marketers
need to influence that process. campaigns and programs.
Responsys / Marketing. Changed Forever. Cross-Channel Lifecycle Marketing for Today’s New Marketer 8
9. Important Considerations for
Cross-Channel Lifecycle Marketing
To effectively facilitate Cross-Channel Lifecycle Marketing
efforts, organizations need an advanced email and cross-channel
campaign management solution to effectively plan, execute,
monitor, and automate personalized and timely campaigns.
When deciding which solution is right, there are five
key considerations:
1. Program Automation
2. Cross-Channel Campaign Management
3. Data Model Flexibility
4. Integration
5. Reporting and Analysis
Responsys / Marketing. Changed Forever. Cross-Channel Lifecycle Marketing for Today’s New Marketer 9
10. 1. Program Automation
Cross-Channel Lifecycle Marketing increases the number data structure, or requires that their data be transformed
of potential contacts between brands and customers. into a predefined format. Only an open, relational data
The increased volume of communications may at first model allows marketers to speak to their customers as
seem like increased workload, but the right solution individuals, respond to events and behaviors as they
allows marketers to automate large portions of their happen, and avoid the reliance on IT projects in order to
customer touches. Any offering that promises sophisticated execute their campaigns.
campaigns and programs without the ability to fully
automate them should be reconsidered. By implementing 4. Integration
the appropriate triggers, interactions can be automatically Marketing solutions must have access to other systems and
executed without manual intervention. The right solution data sources that provide insights into customer behavior
enables this self-running capability by allowing marketers and attributes. Very few, however, are able to effectively
to automate the design, orchestration, and execution and efficiently handle the flow of data between systems
of their multi-stage and cross-channel dialogues. – and even less provide those capabilities in a marketer-
Furthermore, with extensive automation, marketers see friendly way. The right solution must give marketers control
significant additional ROI benefits as they take on more over what data should be leveraged for campaigns and
high-impact marketing without the incremental costs make it straight-forward for them to schedule and auto-
of labor and rework. mate any required data transfers. Additionally, the solution
provider must also have proven experience helping other
2. Cross-Channel Campaign Management companies perform successful data integration with the key
To effectively communicate with customers, marketers data sources that the marketers use, such as Web Analytics,
need a solution that allows them to define and deliver CRM, ERP, Social Networks, and ecommerce platforms.
content to their customers using the channel and medium
that fits the task, and fits their customer’s preferences. 5. Reporting and Analysis
If certain users – or certain offers – require that specific Cross-Channel Lifecycle Marketing adds a new set of
message types be sent to mobile phones, or social reporting and analytics needs, as marketers start to
networks, or email inboxes, it’s not enough for marketers to compare and aggregate performance metrics across
just “know” that. They have to be able to properly execute multiple channels and multiple campaign types. To provide
and manage their campaigns given this cross-channel this, the right solution needs to deliver advanced
context. Beyond just delivery, it’s the appropriate level capabilities that allow marketers to do both standard and
of production, management, scheduling, coordination, ad-hoc reporting, and that give them the flexibility to
and tracking that truly defines a solution’s cross-channel drill-down and explore their data. The solution must be
campaign management capabilities. While some solutions usable and intuitive – designed for marketers, not data
claim to “support” multiple channels, the right solution analysts or scientists with PhDs – and it must also provide
allows marketers to properly tie them together into an engaging charts and graphs. But while great interfaces
integrated contact strategy and delivers the required and pretty charts and graphs are nice, they alone are not
capabilities to help them get the best out of each channel. sufficient. Marketers placing more value on actionable
reporting and analytics – so that they can make real
3. Data Model Flexibility marketing decisions or campaign adjustments based on
Successful Cross-Channel Lifecycle Marketing relies on their findings – will be more successful.
the efficient and effective use of data. This data is almost
always collected from multiple sources, and leveraged in Cross-Channel Lifecycle Marketing is a journey, but one
multiple ways to get campaigns built, tuned, and analyzed. that brings substantial rewards even in the early phases.
The higher fidelity and relevance of the data, the more Selecting the right solution, and the right partner, will
capable marketers are at doing the precise targeting and pay off quickly – by helping avoid any roadblocks, and
personalization that makes lifecycle marketing so accelerating success along the way.
effective. When evaluating offerings, marketers should be
wary of any solution that locks them into a rigid or flat
Responsys / Marketing. Changed Forever. Cross-Channel Lifecycle Marketing for Today’s New Marketer 10
11. About Responsys
Responsys enables companies to increase revenue
and customer loyalty through successful email and
cross-channel marketing.
Responsys helps marketing organizations maximize
their results by enabling every customer interaction
to be highly automated and individualized, and every
process to be highly collaborative, efficient, and
error-free. With its on-demand, software-as-a-service
(SaaS) delivery model and proven, Cross-Channel
Lifecycle Marketing approach, Responsys offers the
highest ROI, the lowest total cost of ownership,
and the fastest time-to-value of any marketing solution
available today.
Founded in 1998, Responsys is headquartered
in San Bruno, California and is trusted by world-class
brands such as Avis Europe, Chico’s, Continental
Airlines, Deutsche Lufthansa, Lands’ End, LEGO, Men’s
Wearhouse, PayPal, Salesforce.com, Sears Holdings
Corporation, StubHub, and UnitedHealthcare.
responsys.com