The Roadmap For Real-Time Marketing In 2015

Session sponsored by!
#SPS2014
The Roadmap For !
Real-Time Marketing!
In 2015!

#SPS2014
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#SPS2014
Panelists!
MODERATOR:
Chris
Baribeau,
Vice
President,
QuickPivot
Andrew
Gaffney,
Editor,
Demand
Gen
Report

#SPS2014
Submit Your Questions!
•
Download
this
white
paper.
•
View
our
podcast.
•
Take
our
assessment
•
…

Roadmap for Real-Time Marketing in 2015!
A 45-Day Timeline for Rolling Out Personalized !
Programs That Run At Customer Speed!
7!© Copyright 2014 QuickPivot!
November 2014!

Introduction!
!
According to a recent study by Retail TouchPoints…!
66%! 40%!
of marketers found their
omni-channel strategy
had improved customer
loyalty!
© Copyright 2014 QuickPivot!
of marketers indicated
omni-channel was key
to increased brand
interactions !
8!
How can we apply omni-channel to the real world?!

Real-Time Marketing for B2B!
9!

Real-Time, Omni-Channel Marketing is
Important for B2B!
26% increase in consideration
22% more likely to recommend brands
21% increase in positive brand perception
19% increase in product interest
18% increase in likelihood to buy
10!
B2B Marketers engaging in RTM can expect…!
(GolinHarris, 2012)

Important for B2B!
B2B Marketers engaging in RTM can expect…!
26% increase in consideration
22% more likely to recommend brands
21% increase in positive brand perception
19% increase in product interest
18% increase in likelihood to buy
11!
87% agree that ‘real-time marketing is essential as behavior, device, place
and time come together’ (Econsultancy, 2014)!
43% are currently carrying out marketing around real-time data (Econsultancy, 2014)!
26% had completely integrated automation into their sales and marketing initiatives at
the end of 2013 (BtoB Magazine, 2013)!
(GolinHarris, 2012)

Converting Anonymous Web Visitors!
How can a company drive this rate higher and continue dialogues
with these prospects? !
First visit! Abandon!
Click around, view 3
pages about a product!
Web!
Anonymous
Visitor!

How can a company drive this rate higher and continue dialogues
with these prospects? !
First visit! Abandon!
13!
Web!
Anonymous
Visitor!
Personalize content based on past web behavior!
Predict / optimize best content based on business
rules and testing!
Supplement predictions based on lookup data!
Convert!
Web!
Anonymous
Visitor!
Subsequent
visits!

First
visit!
Abandon!
Anonymous Web!
Visitor!

First
visit!
Third Party
Website!
Abandon!
Anonymous Web!
Visitor!
Prospect can be
re-targeted across
other web properties
based on:!
• Behavior!
• Behavior across
channels!
Convert!
Anonymous
Visitor!
Subsequent
activity!
!
Targeted Ad
(Product A)!
Targeted Ad
(Product A)!
Targeted Ad
Focused on
Business Problem
(Product A)!
Third Party
Website!
Third Party
Website!

Orchestrating Communications!
Click!
Email!
Product A
Awareness!
Third Party
Website!
Targeted Ad
Product A
Awareness!
Convert!

Click!
Email!
Product A
Awareness!
Third Party
Website!
Targeted Ad
Product A
Awareness!
Convert!
Email!
Product A
Consideration!
Third Party
Website!
Targeted Ad
Product A
Consideration!

Click!
Email!
Product A
Awareness!
Third Party
Website!
Share!
Third Party
Website!
Targeted Ad
Product A
Awareness!
Convert!
Email!
Product A
Consideration!
Social Media!
Email!
Product A
Consideration!
Targeted Ad
Product A
Consideration!

Click!
Email!
Product A
Awareness!
Third Party
Website!
Share!
Social Media!
Third Party
Website!
Click & Download!
Third Party
Website!
Targeted Ad
Product A
Awareness!
Convert!
Email!
Product A
Consideration!
Email!
Sales Follow Up!
Product A
Consideration!
Product A
Evaluation!
Targeted Ad
Product A
Consideration!

Creating Ideal B2B Customer
Experiences!
React to behavior patterns across channels!
§ Competitive interest!
§ Product affinity!
§ Moment of interest / need!
§ Positive / Negative experiences!
§ Customer types!
§ Increasing / declining engagement!
Build a complete profile based
on behavior across channels !
§ Next best product!
§ Target accounts!
§ Throttle marketing activity based on sales stage!
§ Account based marketing!
§ Location (events / tradeshows)!
§ 3rd party appends (social, firmographics)!
Present more relevant
and timely offers and
content across the
right channels

Real-Time Marketing for B2C Retail!
21!

Important for B2C!
According to a recent study…!
of consumers feel that an in
the moment offer from a
brand could influence their
purchases!
91%! 54%!
of consumers expect that
their experience is
seamless across digital
and physical channels!
!
22!
What does this mean for you? !
Statistics provided by KiteWheel!

Omni – Channel Trends!
Simultaneous channel usage is the new normal!
§ 42% of consumers have accessed a businesses website at the
same time that they were on the phone!
§ 62% of consumers compared prices or looked up reviews on their
mobile device while shopping in a physical store!
23!

Omni – Channel Trends!
Simultaneous channel usage is the new normal!
§ 42% of consumers have accessed a businesses website at the
same time that they were on the phone!
§ 62% of consumers compared prices or looked up reviews on their
mobile device while shopping in a physical store!
!
Brands don’t capitalize on consumer needs!
§ 61% of marketing executives agree that they have yet to unlock
mobile marketing’s full potential!
§ 53% of marketing executives reported that they would like to
implement, but currently lack, an “engagement hub” that connects
an individual’s consumer data at every touch point!
24!

Real–Time eCommerce Journeys Represent
a Differentiating Business Opportunity!
25!
• 50% of consumers reported having received an
“items left in the cart notification” after completing a
purchase elsewhere
• Only 32% of brands have real-time recommendation
engines in place to deliver ”in the moment” offers
• 56% of marketing executives reported they would like to
be able to integrate internal and external data sources at
the moment of interaction

Differentiate by Creating a !
Relevant Customer Experience!
! Acquire Retain Reactivate
Onboarding New Customer Program
Event-based Offers (monthly / weekly)
Specialty Seasonal Programs
Loyalty Program
Prospect Acquisition Programs

Differentiate by Creating a !
Relevant Customer Experience!
! Acquire Retain Reactivate
Onboarding New Customer Program
Event-based Offers (monthly / weekly)
Specialty Seasonal Programs
Loyalty Program
Real-Time Customer Experience Management
Prospect Acquisition Programs
Ø Trigger offers
Ø Move in / out / between campaigns and channels
Ø Real-time offer / product recommendations

Examples of Real-Time Customer
Experience Management!
Personalize web
content
28!

29!
Real-time
abandon shopping
cart offers
Personalize web
content

30!
Real-time
abandon shopping
cart offers
Location based
offers
Personalize web
content

31!
Real-time
abandon shopping
cart offers
Location based
offers
React to social
media comments
Personalize web
content

Personalize web
content
32!
Real-time
abandon shopping
cart offers
Location based
offers
React to social
media comments
Capitalize on moment
of interest

33!
Real-time
abandon shopping
cart offers
Location based
offers
React to social
media comments
of interest
Next best offer at a POS,
call center, or web
Personalize web
content
Omni–channel loyalty
programs!

34!
Real-time
abandon shopping
cart offers
Location based
offers
React to social
media comments
of interest
Next best offer at a POS,
call center, or web
Personalize web
content
Omni–channel loyalty
programs

!
‘Happy Shoppers’ !
QuickPivot Use Case!
!
Christina meets friends
for happy hour!
May 3rd!
5:01:00 pm

She tweets about
going shopping later!
!
May 3rd!
5:05:01 pm
for happy hour!
May 3rd!
5:01:00 pm
!
!

She tweets about
!
May 3rd!
5:05:01 pm
May 3rd!
5:05:02 pm!
QuickPivot !
detects a tweet–
records it for this
customer.!
for happy hour!
May 3rd!
5:01:00 pm
!
!

She tweets about
!
May 3rd!
5:05:01 pm
May 3rd!
5:05:02 pm!
QuickPivot !
detects a tweet–
records it for this
customer.!
for happy hour!
May 3rd!
5:01:00 pm
QuickPivot !
Identifies that !
Christina is
geographically near
a Store!
May 3rd!
5:05:03 pm!
!
!

Christina receives a
coupon from Store!
She tweets about
!
May 3rd!
5:05:01 pm
She gets an in-store
limited-time offer!
May 3rd!
5:05:15 pm
May 3rd!
5:05:02 pm!
QuickPivot !
detects a tweet–
records it for this
customer.!
QuickPivot !
Identifies Christina !
as a known Store
shopper via a cross-channel
lookup!
May 3rd!
5:05:04 pm!
for happy hour!
May 3rd!
5:01:00 pm
QuickPivot !
Identifies that !
Christina is
geographically near
a Store!
May 3rd!
5:05:03 pm!
!
!

Christina receives a
coupon from Store!
She tweets about
!
May 3rd!
5:05:01 pm
She gets an in-store
limited-time offer!
May 3rd!
5:05:15 pm
May 3rd!
5:05:02 pm!
QuickPivot !
detects a tweet–
records it for this
customer.!
QuickPivot !
Identifies Christina !
as a known Store
shopper via a cross-channel
lookup!
May 3rd!
5:05:04 pm!
She decides to go !
and check it out!
May 3rd!
5:06:15 pm
!
for happy hour!
May 3rd!
5:01:00 pm
QuickPivot !
Identifies that !
Christina is
geographically near
a Store!
May 3rd!
5:05:03 pm!
!
!

Real-Time Marketing Road Map!
Achieving Results in 45 Days!
41!

Why aren’t more marketers
doing real-time, omni-channel
marketing?
§ “Big Data” integration
challenges
Challenges!
42!
‒ 53% of brands believe that their
main hurdle to achieving a
seamless omni-channel experience
is the inability to connect an
individual’s consumer data at every
touch point
§ Difficulty developing an
integrated channel strategy

Why aren’t more marketers
doing real-time, omni-channel
marketing?
§ “Big Data” integration
challenges
Challenges!
43!
‒ 53% of brands believe that their
main hurdle to achieving a
seamless omni-channel experience
is the inability to connect an
individual’s consumer data at every
touch point
§ Difficulty developing an
integrated channel strategy
§ Big data doesn’t have to be
big (you don’t need to store it)
§ Keep all of your existing
technology
§ Pre-built customer journey
templates to accelerate results
Solutions!

QuickPivot Customer Engagement Hub!
44!

QuickPivot Customer Journey Templates!

Trigger sent
to CRM
Listen for
events
Considers known
customer / prospect
behavior
Behavior pattern
recognition logic

Trigger sent
to CRM
Listen for
events
Considers known
customer / prospect
behavior
Behavior pattern
recognition logic
Sample pre-built customer journeys !
• Product affinity!
• Moment of interest / need!
• Positive / Negative experiences!
• Customer types!
• Increasing / declining engagement!
• Competitive interest!

45-Day Omni-Channel Road Map!
10 days! 20 days! 15 days!
48!
Planning Connect Configure
• Establish connectivity between
systems and QuickPivot
Customer Engagement Hub!
• Map relevant data elements!
Pilot
• Configure
modifications to
QuickPivot
Customer Journey
Template!
• Test!
Design
• Design modifications to QuickPivot
Customer Journey Template!
• Create offers, messaging, campaigns!
• Select QuickPivot
Customer Journey
Template!
• Analyze current
systems / data!
• Analyze current
offers / campaigns!
• Define KPIs!
!
Pilot

33 Arch Street, 9th Floor !
Boston, MA 02110 !
Tel: (617) 880-4000 !
Fax: (617) 880-4001 !
Email: info@quickpivot.com!
49!

#SPS2014
Q & A // Panelists!
MODERATOR:
Chris
Baribeau
Vice
President,
QuickPivot
Andrew
Gaffney
Editor,
Demand
Gen
Report

#SPS2014
Thanks for attending!!
Make
sure
to
aBend
the
next
session
in
the
Strategy
&
Planning
Series:
hBp://dg-‐r.co/sps_14

The Roadmap For Real-Time Marketing In 2015

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