Personalization remains an elusive challenge for marketers in 2014. But for national brands supported by a corporate marketing department AND a network of local entities/affiliates, challenges with personalization are amplified by fragmented technologies, redundant marketing spend, and issues with brand compliance. While local marketers may be in the best position to personalize the brand for local target audiences, they may not have the tools, skills, or resources to act accordingly.
For industries like financial services, insurance, manufacturing, retail, hospitality, and pharma top line growth is heavily dependent on establishing a trusted relationship with customers. But how? Its 2014, but 78% of marketers in these industries support legacy marketing technologies or processes put in place decades ago – and personalization is more of a pipedream than a reality. Maybe it’s time to revisit the concept of personalization.
You’ll learn:
• How Top Performing organizations support personalization in localized marketing
• The role of technology in 2014, and innovations that are literally making personalization turnkey
• Trends and emerging tactics to watch out for over the next 1-3 years
• Practical advice for improving your marketing personalization efforts
Ready, Set, Launch! Using Social Media to Improve Product and Service LaunchesGleanster Research
According to respondents to the Q4 2013 Social Listening survey, 8 out of 10 marketers had used social media to promote and launch new products and services. But these efforts are largely limited to two main activities: brand promotion and social listening. With so much money, time, and effort leading up to a launch social media can and should be used for more strategic activities.
Powering Multi-Channel Marketing in Distributed Organizations (Gleanster / Di...Gleanster Research
Change is afoot. Now more than ever, consumers are demanding more intimate interactions and world-class customer service. Share of wallet is rewarded to organizations that create highly relevant and personalized customer experiences. That means corporate marketers are increasingly relying on local and field resources to engage with local audiences more intimately. Marketing is no longer a centralized function!
Unfortunately, for industries with a distributed sales and marketing presence (like Insurance, Financial Services, Franchises, Pharmaceuticals, and Hospitality) empowering local resources is challenging. It’s all too common to see fragmented and disconnected systems supporting customer communication in these industries. Corporate marketing struggles to control the brand which ultimately leads to less autonomy in local markets.
Learn how Top Performing distributed organizations are embracing multi-channel communications and achieving industry leading performance as a result.
You’ll learn:
• 7 Secrets to Top Performer Success
• The role of technology in powering brand consistency AND local autonomy
• Industry specific trends for the recent Gleanster 2012 survey on Distributed Marketing
HGS Interactive is a partner agency for Subrat Bisht and specializes in Digital CRM. In this presentation HGSI has debunked the myths around social crm and shared valuable Insights. For more case studies like this, visit www.hgsinteractive.com
Digital Measurement Framework Summary by Martin WalshMartin Walsh
This is a single slide outlining a conceptual Digital Marketing Measurement Framework, in this case a B2B version.
This slide is from my broader Digital Marketing Measurement Framework PowerPoint which is available here - http://www.slideshare.net/martinwalsh/digital-marketing-measurement-framework-martin-walsh
Marketing Revealed: How Retail and Digital Marketers Drive TransformationG3 Communications
View the full webcast here: http://rtou.ch/2kErvmS
Learn how more than 500 Retailer and Brand Marketing Leaders are trailblazing the way to a Marketing Revolution.
Ready, Set, Launch! Using Social Media to Improve Product and Service LaunchesGleanster Research
According to respondents to the Q4 2013 Social Listening survey, 8 out of 10 marketers had used social media to promote and launch new products and services. But these efforts are largely limited to two main activities: brand promotion and social listening. With so much money, time, and effort leading up to a launch social media can and should be used for more strategic activities.
Powering Multi-Channel Marketing in Distributed Organizations (Gleanster / Di...Gleanster Research
Change is afoot. Now more than ever, consumers are demanding more intimate interactions and world-class customer service. Share of wallet is rewarded to organizations that create highly relevant and personalized customer experiences. That means corporate marketers are increasingly relying on local and field resources to engage with local audiences more intimately. Marketing is no longer a centralized function!
Unfortunately, for industries with a distributed sales and marketing presence (like Insurance, Financial Services, Franchises, Pharmaceuticals, and Hospitality) empowering local resources is challenging. It’s all too common to see fragmented and disconnected systems supporting customer communication in these industries. Corporate marketing struggles to control the brand which ultimately leads to less autonomy in local markets.
Learn how Top Performing distributed organizations are embracing multi-channel communications and achieving industry leading performance as a result.
You’ll learn:
• 7 Secrets to Top Performer Success
• The role of technology in powering brand consistency AND local autonomy
• Industry specific trends for the recent Gleanster 2012 survey on Distributed Marketing
HGS Interactive is a partner agency for Subrat Bisht and specializes in Digital CRM. In this presentation HGSI has debunked the myths around social crm and shared valuable Insights. For more case studies like this, visit www.hgsinteractive.com
Digital Measurement Framework Summary by Martin WalshMartin Walsh
This is a single slide outlining a conceptual Digital Marketing Measurement Framework, in this case a B2B version.
This slide is from my broader Digital Marketing Measurement Framework PowerPoint which is available here - http://www.slideshare.net/martinwalsh/digital-marketing-measurement-framework-martin-walsh
Marketing Revealed: How Retail and Digital Marketers Drive TransformationG3 Communications
View the full webcast here: http://rtou.ch/2kErvmS
Learn how more than 500 Retailer and Brand Marketing Leaders are trailblazing the way to a Marketing Revolution.
Speaker: Jon Worren, MaRS Discovery District
In this session we look at the basic concepts and principles of marketing that are relevant for early stage start-ups. Jon uses real-life examples to illustrate some of the following:
* What is particular about marketing technology products?
* Understanding the language of marketing for start-ups
* Designing the marketing function in early stage companies
* Creating marketing plans for companies with scarce resources
Part of the MaRS CIBC Presents Entrepreneurship 101 lecture series.
http://www.marsdd.com/ent101
Why do loyal customers matter? Learn about the current issues driving loyalty marketing, why loyalty marketing works, and how to define measurable objectives, where and when to use promotional currency, and sure-fire enrollment tactics.
More CRM and Loyalty Marketing Resources
Loyalty Blog: http://www.customerinsightgroup.com/loyaltyblog/
eBooks: http://www.customerinsightgroup.com/white-papers
Loyalty Workshops: http://www.customerinsightgroup.com/custom-loyalty-workshops
Systematic New Loyalty Program Development: http://www.customerinsightgroup.com/systematic-new-loyalty-program
Pinterest: http://pinterest.com/engagekeepgrow/
Who is Customer Insight Group?
Customer Insight Group, Inc. leads the way in the evolution of how companies engage their customers, positively motivate them and earn their long-term loyalty. Our extensive client work is testimony to our depth of knowledge and ability to apply strategic insight and solutions to a wide variety of business objectives. Our team’s client experience includes: NHFA, Thomasville Furniture, The Maxim Group Carpet Franchise, Ashro, A&P, The Bon Ton, Crate & Barrel, Dick’s Sporting Goods, Edwin Watts Golf, GE Consumer Finance, Monroe and Main, Swiss Colony, Midnight Velvet, MySwingle.com, The Great Indoors, G.H. Bass, Golf Galaxy, Helzberg Diamonds, HSBC, Kohl’s, La-z-boy Furniture Franchise, MCI, Payless ShoeSource, Pier 1 Imports, Petco, Proflowers.com, Regis University, Ruby Tuesday, S&K Menswear, Sierra Trading Post, Stein Mart, Tommy Hilfiger, Ulta, as well as various other leading companies.
A quick guide on what Marketing Automation is, steps to success in launching your campaigns, how to optimise activity and enables sales to help drive revenue.
Marketing mix or attribution journey towards unified marketing analyticsJoy Joseph
Next-generation MMM is an integrated process that
leverages its understanding of overall demand drivers
(marketing and non-marketing) along with other research
external to MMM measurement to present a holistic
marketing strategy to target growth opportunities. Attribution modeling focuses on understanding the
impact of marketing or, more specifically, media
campaigns on each individual consumer decision or
“conversion.” It is a “bottom-up” approach, measuring
total impact by aggregating up from transaction-specific
impacts. Both MMM and attribution modeling are great for the
purpose they are intended for, with MMM guiding
overall marketing strategy and attribution modeling
guiding tactical campaign performance.
The Internet has given rise to a new dynamic where the buyer is in control. As a result, marketing teams need access to new skillsets. Get some clarity on what these are.
Marketing Automation sounds like the perfect solution, but perhaps it hasn’t delivered quite as well as you thought? Here are 10 reasons why Marketing Automation missions fail, and the solutions behind them!
Utilizing Intent Data to Get Everyone a Seat at the Planning TableAggregage
Social distancing is a byword now often heard in B2B companies, but what about the departmental distance between your own organization's sales and marketing teams? This detachment can lead businesses to use the wrong account-based marketing programs (ABMs) as an instant fix, but it isn’t a magic tool that will make all your problems disappear. Join James Gilbert, CMO at CRMNEXT, for his in-depth & exclusive session about properly using intent data during your ABM campaign.
Great report by Accenture consolidating research insights and high-level tactics for B2B organizations and leaders to transform their B2B go to market in a post-Covid era.
Conversant - Retail Marketer Insights The State of Digital and the Future of ...Conversant, Inc.
The study, conducted in December 2013 and January 2014, solicited information and opinions from leading
senior-level retail marketers. The digital opportunities and challenges covered in the study varied from the
current role that digital plays in marketing programs to the burgeoning interest and importance of personalized
one-to-one marketing.
For the retailer, this study provides a benchmark for today’s attitudes and efforts compared to those of a crosssection
of other retail industry leaders.
In addition, retail is often the “first mover” in digital when it comes to programs with a strong likelihood of ROI
impact. Thus, these findings are very relevant to marketers outside of the retail/e-tail sector.
Use cases & programmatic ecosystem: How to cover all marketing objectives?Simalaya SA
Programmatic Advertising allows Marketers to tailor messages covering several objectives such as brand awareness, customer acquisition, development or loyalty and retention. We can identify multiple use cases as well as different solutions and players on the market to implement them.
Every advertiser has its own Digital & Programmatic ecosystem: RTB, DMP, DSP, CRM, TMS, Analytics and so on...
Simalaya's conference at the Programmatique Expo 2015 provides key insights to understand this complex ecosystem.
Why marketing automation is indispensible (Shimon Ben Ayoun)B2B Marketing Forum
The use of marketing automation systems has grown by more than 50% in the US over the last years. In Europe however many European B2B companies still haven’t adopted marketing automation at all.
Marketing automation software provides the precise information buyers need as they move through the buying process. It helps us to guide buyers to consider, prefer, and select our products and services. In other words, it helps us in lead generation, nurturing, qualification, conversion, and much more. Marketing automation software, when used properly, will increase operational efficiency and grow revenue faster.
In short, marketing automation has become indispensable in the marketing journey from cost centre to revenue generator. Marketing can now prove its added value in a transparent way to sales. In this session Shimon Ben Ayoun from spotONvision will explain how marketing and sales can be facilitated with marketing automation.
This is the presentation from our Exclusive Sydney CBD Event 7:30am August 24th 2017 as Industry Leaders shared their insights and thoughts on how to achieve scale and success with Social.
Todays top performing companies compete based on customer experience. Todays customers want a SMARTER customer service experience through their social channel of choice — one that is both FAST and PERSONAL. In fact, 64% of customers expect companies to respond and interact with them in real-time or they will take their business elsewhere.
What was covered?
* Social Customer Service & Crisis Management - How to offer a ubiquitous and robust service experience across social
* Social Listening - How to drive strategic decisions across your business based on customer and competitive insights
* Social Leads - How to generate Social leads for your sales team to nurture
* Command Centre - How to drive change and awareness within an organisation by making your internal stakeholders aware of everything that's happening on Social, Email, Web, Ads, Journeys and through Sales Leaderboards
At this exclusive event we learned how major brands are able to listen to their customers at scale, control communications in a crisis, and engage with their customers with personal service, in an instant... creating advocacy in this culture of immediacy.
Agenda:
* 7:30am Registration and Networking
* 8:00am Opening Remarks
* 8:05am Presentation: Adam Brown
* 8:45am Panel Discussion
* 9:05am Closing Remarks
* 9:15am Networking
Presenter
Adam Brown is Executive Strategist for Salesforce Marketing Cloud. He and his team deliver integrated social marketing strategy to customers and work with product teams to develop the best marketing products and solutions in the industry. Before joining Salesforce in May of 2013, Adam was Executive Director of Social Media at Dell, where he led the company’s consumer strategy around social media marketing, engagement and social commerce initiatives. Adam joined Dell in 2010 after spending four years creating and leading the Office of Digital & Social Media at The Coca-Cola Company.
Speaker: Jon Worren, MaRS Discovery District
In this session we look at the basic concepts and principles of marketing that are relevant for early stage start-ups. Jon uses real-life examples to illustrate some of the following:
* What is particular about marketing technology products?
* Understanding the language of marketing for start-ups
* Designing the marketing function in early stage companies
* Creating marketing plans for companies with scarce resources
Part of the MaRS CIBC Presents Entrepreneurship 101 lecture series.
http://www.marsdd.com/ent101
Why do loyal customers matter? Learn about the current issues driving loyalty marketing, why loyalty marketing works, and how to define measurable objectives, where and when to use promotional currency, and sure-fire enrollment tactics.
More CRM and Loyalty Marketing Resources
Loyalty Blog: http://www.customerinsightgroup.com/loyaltyblog/
eBooks: http://www.customerinsightgroup.com/white-papers
Loyalty Workshops: http://www.customerinsightgroup.com/custom-loyalty-workshops
Systematic New Loyalty Program Development: http://www.customerinsightgroup.com/systematic-new-loyalty-program
Pinterest: http://pinterest.com/engagekeepgrow/
Who is Customer Insight Group?
Customer Insight Group, Inc. leads the way in the evolution of how companies engage their customers, positively motivate them and earn their long-term loyalty. Our extensive client work is testimony to our depth of knowledge and ability to apply strategic insight and solutions to a wide variety of business objectives. Our team’s client experience includes: NHFA, Thomasville Furniture, The Maxim Group Carpet Franchise, Ashro, A&P, The Bon Ton, Crate & Barrel, Dick’s Sporting Goods, Edwin Watts Golf, GE Consumer Finance, Monroe and Main, Swiss Colony, Midnight Velvet, MySwingle.com, The Great Indoors, G.H. Bass, Golf Galaxy, Helzberg Diamonds, HSBC, Kohl’s, La-z-boy Furniture Franchise, MCI, Payless ShoeSource, Pier 1 Imports, Petco, Proflowers.com, Regis University, Ruby Tuesday, S&K Menswear, Sierra Trading Post, Stein Mart, Tommy Hilfiger, Ulta, as well as various other leading companies.
A quick guide on what Marketing Automation is, steps to success in launching your campaigns, how to optimise activity and enables sales to help drive revenue.
Marketing mix or attribution journey towards unified marketing analyticsJoy Joseph
Next-generation MMM is an integrated process that
leverages its understanding of overall demand drivers
(marketing and non-marketing) along with other research
external to MMM measurement to present a holistic
marketing strategy to target growth opportunities. Attribution modeling focuses on understanding the
impact of marketing or, more specifically, media
campaigns on each individual consumer decision or
“conversion.” It is a “bottom-up” approach, measuring
total impact by aggregating up from transaction-specific
impacts. Both MMM and attribution modeling are great for the
purpose they are intended for, with MMM guiding
overall marketing strategy and attribution modeling
guiding tactical campaign performance.
The Internet has given rise to a new dynamic where the buyer is in control. As a result, marketing teams need access to new skillsets. Get some clarity on what these are.
Marketing Automation sounds like the perfect solution, but perhaps it hasn’t delivered quite as well as you thought? Here are 10 reasons why Marketing Automation missions fail, and the solutions behind them!
Utilizing Intent Data to Get Everyone a Seat at the Planning TableAggregage
Social distancing is a byword now often heard in B2B companies, but what about the departmental distance between your own organization's sales and marketing teams? This detachment can lead businesses to use the wrong account-based marketing programs (ABMs) as an instant fix, but it isn’t a magic tool that will make all your problems disappear. Join James Gilbert, CMO at CRMNEXT, for his in-depth & exclusive session about properly using intent data during your ABM campaign.
Great report by Accenture consolidating research insights and high-level tactics for B2B organizations and leaders to transform their B2B go to market in a post-Covid era.
Conversant - Retail Marketer Insights The State of Digital and the Future of ...Conversant, Inc.
The study, conducted in December 2013 and January 2014, solicited information and opinions from leading
senior-level retail marketers. The digital opportunities and challenges covered in the study varied from the
current role that digital plays in marketing programs to the burgeoning interest and importance of personalized
one-to-one marketing.
For the retailer, this study provides a benchmark for today’s attitudes and efforts compared to those of a crosssection
of other retail industry leaders.
In addition, retail is often the “first mover” in digital when it comes to programs with a strong likelihood of ROI
impact. Thus, these findings are very relevant to marketers outside of the retail/e-tail sector.
Use cases & programmatic ecosystem: How to cover all marketing objectives?Simalaya SA
Programmatic Advertising allows Marketers to tailor messages covering several objectives such as brand awareness, customer acquisition, development or loyalty and retention. We can identify multiple use cases as well as different solutions and players on the market to implement them.
Every advertiser has its own Digital & Programmatic ecosystem: RTB, DMP, DSP, CRM, TMS, Analytics and so on...
Simalaya's conference at the Programmatique Expo 2015 provides key insights to understand this complex ecosystem.
Why marketing automation is indispensible (Shimon Ben Ayoun)B2B Marketing Forum
The use of marketing automation systems has grown by more than 50% in the US over the last years. In Europe however many European B2B companies still haven’t adopted marketing automation at all.
Marketing automation software provides the precise information buyers need as they move through the buying process. It helps us to guide buyers to consider, prefer, and select our products and services. In other words, it helps us in lead generation, nurturing, qualification, conversion, and much more. Marketing automation software, when used properly, will increase operational efficiency and grow revenue faster.
In short, marketing automation has become indispensable in the marketing journey from cost centre to revenue generator. Marketing can now prove its added value in a transparent way to sales. In this session Shimon Ben Ayoun from spotONvision will explain how marketing and sales can be facilitated with marketing automation.
This is the presentation from our Exclusive Sydney CBD Event 7:30am August 24th 2017 as Industry Leaders shared their insights and thoughts on how to achieve scale and success with Social.
Todays top performing companies compete based on customer experience. Todays customers want a SMARTER customer service experience through their social channel of choice — one that is both FAST and PERSONAL. In fact, 64% of customers expect companies to respond and interact with them in real-time or they will take their business elsewhere.
What was covered?
* Social Customer Service & Crisis Management - How to offer a ubiquitous and robust service experience across social
* Social Listening - How to drive strategic decisions across your business based on customer and competitive insights
* Social Leads - How to generate Social leads for your sales team to nurture
* Command Centre - How to drive change and awareness within an organisation by making your internal stakeholders aware of everything that's happening on Social, Email, Web, Ads, Journeys and through Sales Leaderboards
At this exclusive event we learned how major brands are able to listen to their customers at scale, control communications in a crisis, and engage with their customers with personal service, in an instant... creating advocacy in this culture of immediacy.
Agenda:
* 7:30am Registration and Networking
* 8:00am Opening Remarks
* 8:05am Presentation: Adam Brown
* 8:45am Panel Discussion
* 9:05am Closing Remarks
* 9:15am Networking
Presenter
Adam Brown is Executive Strategist for Salesforce Marketing Cloud. He and his team deliver integrated social marketing strategy to customers and work with product teams to develop the best marketing products and solutions in the industry. Before joining Salesforce in May of 2013, Adam was Executive Director of Social Media at Dell, where he led the company’s consumer strategy around social media marketing, engagement and social commerce initiatives. Adam joined Dell in 2010 after spending four years creating and leading the Office of Digital & Social Media at The Coca-Cola Company.
Building a Business Case for Localized Marketing AutomationGleanster Research
Join Gleanster Principal Analyst for a look at building a business case for localized marketing automation. You'll learn how to frame the challenges internally, how LMA technology can help facilitate cost savings and sales lift, and most importantly - how to justify the investment with tangible numbers.
Michiels references an ROI model built by Gleanster that allows marketers to calculate the benefits of localized marketing using internal numbers.
Building a Business Case for Localized Marketing AutomationIan Michiels
Join Gleanster Principal Analyst for a look at building a business case for localized marketing automation. You'll learn how to frame the challenges internally, how LMA technology can help facilitate cost savings and sales lift, and most importantly - how to justify the investment with tangible numbers.
Michiels references an ROI model built by Gleanster that allows marketers to calculate the benefits of localized marketing using internal numbers.
A great customer experience is the cost of doing business across the Asia Pacific region – CMO Council concludes after surveying 287 senior marketing executives across this region. This rising expectation in Asia is outpacing the rest of the world. But yet, only as low as 2% consumers surveyed felt they had their expectations exceeded. That has made contextual marketing no longer a thing of the future, but rather a necessity for any brand to succeed today.
Start your SAP Hybris Marketing Free Trial - here! http://hybris.com/en/free-trial-marketing
What Sales Leaders Should REALLY Expect from Marketing AutomationAct-On Software
Having trouble selling your sales leadership on the benefits of marketing automation? Don't miss this exciting presentation from Ian Michiels of Gleanster Research on the returns you and your business can expect from automated programs!
Individualized Insights: Stories of Marketers Bridging Digital and Traditiona...Melissa Luongo
By: Jenne Barbour, Marketing Strategy at Teradata Marketing Applications
Key Discussion Points:
• Value of traditional marketing integrated with digital channel efforts
• Benefits of linking online behaviors with offline actions
• Best practices for leveraging social interactions to improve customer retention
• Recommendations for optimizing digital advertising spend management
The evolution of the digital landscape has enabled marketers the opportunity to engage the connected customer in more ways than ever before. As the landscape matures, marketers are learning that they need to use both the behaviors and the online and offline actions of the individual to create the right engagement. Learn how marketing leaders are using individualized insights to integrate digital and traditional channels to evolve brand engagement with their customers.
Advantage: Today’s consumers don’t differentiate how they digitally communicate with a brand – but they do expect a consistent experience across all digital touchpoints. Email, SMS, Social Networks, Mobile Push, and Advertising – to the end-customer all need to work in concert. By integrating digital segmentation and digital channel execution, marketers are now able to deliver highly relevant, individualized messaging – elevating real-time digital reactions to right-time digital communications. Learn how to exceed consumer expectations and meet corporate objectives for revenue generation while improving results.
Scaling Account-Based Marketing in the Digital AgeDun & Bradstreet
Despite spending billions of dollars in pursuit of growth, only a select few companies actually achieve it. Rishi Dave, CMO of Dun & Bradstreet, explores the marriage of data, technology and account-based marketing via a “relationship platform” that can be your company’s springboard to growth.
The buying process of old times has changed. Marketers need to find new ways to reach the right customers.
Instead of finding customers with mass advertising and email blasts, marketers must now focus on being found and learn to build continuous relationships with customers.
Lead generation is an effective way to talk to relevant customers at the right time... however, lead generation in the MENA region has over 65% wastage; with tighter budgets, this calls for a more transparent and accountable process while most lead generation/Affiliate marketing work on a spray and pray method with no confirmation of authentic leads.
Thus we are proud to introduce Verify: A complete lead generation process that verifies the lead and understands at what stage of the purchase journey the lead. This means only verified leads will be delivered to the client in order to avoid wastage of time and resources.
*This product is offered to clients directly and to media agencies
Today’s marketers in highly competitive industries need to have the best tools to stay ahead in the digital space. There are a lot of factors to consider, both pre-click and post-click. First, you need the best methods to get meaningful, valuable clicks, and then you need to see if those leads are actually turning into sales.
It starts with optimizing your pay-per-click campaign and continues with an effective marketing automation platform.
This webinar will help you:
-Write ad copy that converts customers
-Track sales down to a keyword level to see exactly what’s working and what’s not
-Use nurturing campaigns and workflows to stay top-of-mind with your leads
Retail Pricing in a Dynamic Promotional WorldRevionics
Retailers are stuck in the endless “death by discount” cycle destroying margins. It’s time to put the brakes on ad-hoc promotions and close the gaps. Learn the 5 must-haves to turn underperforming promotions into profit-generating offers.
Alfred Levi is Senior Vice-President Marketing and Media at
AholdDelhaize.
Speech abstract:
Retail Media: the next marketeers hope
Retail is changing rapidly. Technology is challenging the status quo as customers discover many different ways to fulfill their daily food needs and competition is coming from every single corner.
Marketing is changing as well. The basic rule of fulfilling consumer needs and desires still holds, but the way we get our brands, stories, benefits and propositions to that same consumer is also in a turmoil change. Our management and stakeholders expect immediate ROI and RoAS, our customers expect direct conversion offering at any type of communication around a brand and everyone is looking for integration for online and offline efforts and results. Old Communication and Media Channels don’t deliver against the new expectations. Marketers are in search of new options
Retailers are in the middle of that development. We have multiple contacts with millions of clients every day, we know their purchase behavior and so can target them more precise than any other type of media can. And we can close the loop, by linking purchases to marketing efforts. The dream of any Marketer.
For that reason, AholdDelhaize has developed a Global Marketing & Media program with a go-to-market team in all countries, in Belgium MMD (Marketing & Media Delhaize). In my contribution for the Marketing Congress I will share the background, set up, content and future of working with our Ahold Delhaize retailer marketing/media/data opportunities. And provide some examples how shopper and market data may strongly improve the impact of marketing and media investments.
In this presentation to the Argyle CMO Forum, Dr Volker G. Hildebrand, SAP Hybris talks "Rethinking Personlization" into the core capabilities in developing an individualized personalization strategy in which customers are identified and treated as individuals.
Webinar: Rethinking Sales Motivation: A Modern Approach To Drive GrowthMaritz Motivation
Check out the webinar slides to find ways to better motivate your channel sellers, inspire long-term loyalty and drive sustained growth with a modern strategy. Read the full webinar recap here: https://maritzmotivation.com/resources/sales-motivation-strategy-drive-growth/
Local Search Marketing Presentation - Nick Landers - Commerce Lex @330Nick Landers
Tangible and clear strategies to help promote local businesses online in 2016. We identify the following strategies:
1. Mastering online appearance
2. New digital buying cycle
3. Analytics to increase opportunity
4. Avoiding fragmented marketing
5. Local Mobile Social
Gleanster Research and Act-On Software sought to answer these questions. We conducted a study in Q4 2014 and Q1 2015, surveying marketing professionals in 750 companies to understand how they perceive and support customer relationship management. For the purposes of this study, we defined CRM as: Any iteraction a customer has with your brand across all stages of the customer lifecycle.
The Agency in Transformation: How Customer Journeys Will Transform the Agen...Gleanster Research
Most Agencies can talk a good game when it comes to the customer engagement strategy. But actually delivering on the expectations from brands is a whole different animal. Join Principal Analyst and CEO of Gleanster Research, Ian Michiels, to explore the transformational forces that will forever change the Agency-Brand relationship.
You'll learn:
Profitable strategies for customer journey services
How innovative agencies are capitalizing on the age of the empowered customer
How to translate strategy and journey maps into meaningful and realistic EXECUTION
Where to start, what to create, and how where to focus your efforts
Retargeting has emerged as an effective way to improve results from Web marketing. Originally limited to serving Web banner ads to people who had previously visited a company’s Web site, it has now been expanded to include messages based on search terms, content viewed elsewhere on the web, and other online/offline behaviors. What these activities all share is insight into a person’s intent, which forms the basis for targeted advertising. Intent-based personalization and targeting is more effective than targeting based on demographics or the location an ad displays, older and still more common approaches. The trade-off is that intent is harder to identify, so audiences for retargeting messages are much smaller than those available using less refined methods.
Marketing Automation - Gleanster Research CheatSheet: Gleanster Research
What marketing automation is
How marketing automation works
Definitions of common jargon and acronyms associated with marketing automation
Common out-of-the-box features in marketing automation tools
How to justify investments in marketing automation
How much marketing automation tools cost
Essential pre-purchase tips and tricks to maximize an investment in marketing automation
What Sales Leaders Should REALLY Expect from Marketing AutomationGleanster Research
Double the bid-to-win ratio for the top 20% highest performing sales reps as a result of marketing automation.
If they used to close 2 out of 10 deals per period, they will close an average of 4 out of 10 qualified and prioritized deals within a year of investing in marketing automation (possibly more). According to research 68% of All Other organizations are passing unqualified leads to sales – which means sales has to search for the needles
The Publishers Guide to Programmatic Media Buying and SellingGleanster Research
Programmatic direct demands that publishers take additional liberties to truly make their audience discoverable. You have to make it easier for brands to locate the audience they value. Only then can programmatic direct bidding deliver demand optimized pricing for publishers. Buyers will only demand higher prices if they know they can target audiences with programmatic direct as efficiently and effectively as they can with RTB on remnant inventory.
Maximizing ROI from Digital Asset Management (DAM) InvestmentsGleanster Research
Looking to build a business case for your organization’s digital asset management needs? Gleanster Research will share what they discovered as a result of their recent study on how top performing organizations leverage digital asset management.
How do they do it? Hear firsthand the decisions and improvements top performers have made with their DAM environments that have helped make their organizations successful. Common themes include: workflow, collaboration, and customization.
Prepare now to measure the success of your DAM deployment. See what top performers use to measure their success with DAM and take away actionable steps to measure your own digital asset management effectiveness.
Attend the live panel discussion webinar to:
- Compile useful information to build a business case for a DAM
- Gather key recommendations from top performing DAM users on how to ensure your initiative is successful
- Take away valuable metrics to use on your own DAM investment
Hear from top performing organizations on how their workflow, collaboration and customization is configured to ensure they are successful
Linking Inbound Marketing to Sales Results: The Revenue Connection for Conten...Gleanster Research
Download the research study from this webinar (free): "Linking Inbound Marketing to Sales Results" http://www.gleanster.com/reports/linking-inbound-marketing-to-sales-results
These days, inbound marketing is capturing a ton of attention. There’s no shortage of guides and tactical best practices for implementing inbound marketing. Despite all the attention, marketers are struggling to create enough content to feed inbound strategy – and, not surprisingly, having a very difficult time measuring the return on investment. Maybe it’s time we back up and explore how Top Performers are measuring and justifying inbound marketing efforts. And yes, it can be measured and it can be linked to sales. This Deep Dive will explore why inbound marketing is compelling for Top Performers, and precisely how your organization can link inbound investments to actual sales results.
Find out how Top Performing sales teams are maximizing success in 2013. Based on the experiences of 300+ organizations.
http://www.gleanster.com/reports/reports/top-performing-tactics-for-overcoming-a-stagnating-sales-pipeline
Top 3 Ways Big Data Will Transform Digital Marketing in 2013Gleanster Research
Marketing is evolving. At times faster than some of us can keep up. Every good marketer can attest to the complexity of managing multi-channel execution; fragmented data, fragmented solutions, and ultimately, a fragmented customer experience. Execution is hard enough, but then there’s measurement and justification of marketing spend across channels. Is the data available across channels? Is the level of granularity on analysis actually useful for campaign optimization?
Most marketers cringe at the thought of managing the holistic customer experience. Actually, according to Gleanster Research 4 out of 5 enterprise marketers indicate improving the customer experience across channels and geographies is a current or planned priority in 2012.
In a distributed enterprise, corporate marketing is charged with managing a consistent brand across channels, but field marketers need autonomy and flexibility to deliver relevant messages that drive sales at a local level. This is particularly true for primary channels like email marketing where digital messages can be dynamically personalized for target audiences. But, empowering local marketers with email capabilities can lead to organized chaos on a global scale – and ultimately fragmented or inconsistent customer communications.
Remind me again what those quarterly targets are really after… oh yeah, REVENUE! It’s inevitable, at some point the success of Marketing and Sales is measured by one metric, revenue growth. But surprisingly few organizations take the time to really explore the factors that truly influence growth in revenue.
You’ve probably heard of dozens and dozens of different marketing metrics that are “essential” to marketing and sales. Seems overwhelming - well, not exactly.
In fact, research over the last decade has actually identified a tiny handful of metrics that EVERY organization should be measuring to optimize the lead lifecycle (from lead to prospect to customer). How do we know? Well, Top Performing organizations that consistently achieve as high as 6x industry standard revenue growth are sharing their secrets.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
3. Agenda
The Difference between Marketing and
Localized Marketing
Personalization: Why & How
Recommendations and insights to make
personalization scalable, realistic, and…
TURNKEY!
4. TODAY’S STATS
PERFORMANCE
BASEDALGORITHM
All Survey
Respondents
2014 Localized Marketing
Automation Benchmark Report,
n= 240
Top Performers:
Respondents that
achievedTopQuartile
performance in key KPI’s
Everyone Else
Gleanster
Benchmark
Stats
2014
Relationship
Marketing
(Jan. 2014)
n= 315
Digital
Engagement
(Sept. 2013)
n= 429
Total survey responses: 984
5. Marketing vs.
Localized
Marketing
What do we mean by local marketing?
NATIONAL OR GLOBAL BRAND
CORPORATE MARKETING
TARGETAUDIENCE & CUSTOMERS
Challenges:
• MultipleChannels
• MultipleTechnologies
• Multiple Suppliers
6. Marketing vs.
Localized
Marketing
What do we mean by local marketing?
CORPORATE MARKETING LOCALAFFILIATES
TARGETAUDIENCE & CUSTOMERS
NATIONAL OR GLOBAL BRAND
Challenges:
• MultipleChannels
• MultipleTechnologies
• Multiple Suppliers
• Brand Consistency
• Local Relationship
• LocalTechnologies
• Need for Autonomy
X
7. As if it wasn’t
challenging
enough?
Corporate
Relationship
Local
Relationship
What are my
preferences?
Am I an
advocate?
How
often do I
buy?
What do I
buy?
Etc.Etc. Consumer
Are these guys working together?
8. TheCustomer
Experience is
NoWalk in the
Park
51%
66%
77%
89%
0% 20% 40% 60% 80%
Poor data quality
Segmentation & Personalization
Limitations in marketing tools
Fragmented marketing systems
Challenges with Managing the Customer Experience for
Local Marketers
Distributed Marketing Industries
* Customer Experience Management
Survey, Q1 2014, n=276 * n= 45, Financial Services; Insurance; Retail; Manufacturing
9. Challengeswith
Local Marketing
36%
43%
51%
65%
94%
0% 20% 40% 60% 80% 100%
Orchestration multi-channel
campaigns
Consistent metrics
Getting comfortable with emerging
tactics and technologies
Lack of local expertise
Visibility into campaign performance
Barriers to Success for Local Marketers
Top Performers
* Localized MarketingAutomation,
Survey, Q2 2014, n=240
10. Why is
personalization
so important?
Consumer to consumer email traffic is
expected to decrease over the next 5 years
as consumers shift to social media and
text messaging. ~Radacati Group 2013
78% of consumers are not loyal to brands.
~ Nielsen
There are now ~1B smartphones in the
world.
83% of marketers believe personalization
and custom content is the future of
marketing. ~Gleanster
12. Expectations
forGrowth and
Profitability
Are High…
with the same
budget.
53%
65%
78%
0% 20% 40% 60% 80%
Reduce Costs
Retain Profitable Customers
Increase Revenue
Top 3 Priorities for 2014
Top Performers n=69
* Customer Experience Management
Survey, Q1 2014, n=276
13. You get it, the
customer is in
control.
But what do
you do about
it?
THE DREAM THE REALITY
Right message,
right time, right
offer, right
channel
• Target your audience
as much as possible
• Communicate via the
customers preferred
channel(s)
Mantra: Contextual
Relevance at Scale
“You’re brand is
scaring the hell
out of me.”
“Let me
get my
wallet.”
14. The Real Meat
Behind
Personalization
Average open
rates on generic
communications
have declined 4x
over the last 5
years.
Personalization in
email drives 2-3x
higher click-
through rates for
Top Performers.
* Gleanster, Customer Engagement
Lifecycle, 2013
15. The Real Meat
Behind
Personalization
74% of local affiliates
believe they have a
"better level of
understanding about
local target
audiences” than
corporate marketing.
Local executed mobile
marketing campaigns
drive 3-9x higher
engagement with local
target audiences.
* StreetFight West Summit, 2013* Gleanster, LMA Survey
16. The Real Meat
Behind
Personalization
The digital
customer
experience is now
a source of
competitive
advantage for Top
Performers.
86% of Top
Performers rank
personalized
customer
engagement as a
top 3 imperative
for revenue growth
in 2014.
17. Personalization is
proven to reduce or
eliminate
marketing fatigue
VolumeofCommunications
Perception of Fatigue by Consumer
Generic
Communications
SPAMThreshold
“I’m done with
your brand.”
Personalized
Communications
*Journal of Advertising, 2011, US Low High
LowHigh
21. Recommendations
How do you define what to personalize?
Ask your customers what channels they prefer to engage in
Monitor web behavior – look at times, location, and access
on mobile devices
Benchmark your competition – what channels are your
most successful competitors engaging in
Monitor social media for trends in the industry
24. Addressing
Corporate and
Local Needs
Can be
Challenging
CORPORATE LOCAL
• Brand Consistency
• Visibility
• Compliance / Governance
• Support and Shared $
• Autonomy
• Flexibility
• Intimacy
• Help from Corporate
25. Recommendations
Consider some simple requirements
gathering:
Personalize What? Corporate
Marketing
Local
Marketing
Local Sales
Reps
Collateral
Email
Microsite
Mobile
etc
First determine who and what, then the how…
26. In a Distributed
Environment
Personalization
Must Be:
Strategic
• Linked to
Goals
• Purposeful
• Realistic
Scalable
• Automated
• Must Meet
the Needs of
All
Stakeholders
Simple
• Low Risk
• Low Burden
• Low Cost
• Minimal
Learning
Curve
28. Scalable:
The average
local
marketing org
manages 5-7
redundant
marketing
tools
CORPORATE
•Email Service Provider
•Customer Datamart
•Website
•Mobile
•Social
•Email Service Provider
•Social
•Email Service Provider
•Email Service Provider
29. Scalable:
Marketers are
wedded to
legacy systems
not built for
distributed
environments
On Premise
• Few Core
Channels
• Traditional
Digital
Exploded
• Social
• On-Demand
• Mobile
Tool
Proliferation
• Affordable
• SaaS
• Niche
• Local
Options
Orchestration
of a Customer
Experience
• Centralization
• Visibility
• Compliance
• Brand
Consistency
Distributed MarketersTechnology Investments
Traditional
Channels
DriveValue
Investment
in Core
Channel
Solutions
High Degree of
Customization
Required to
Support Local
Efforts
Local
Marketers
Invest in their
OwnTools
Traditional
tools built for
single function
can’t scale…
31. LMAToolsAre
Designed to
Make
Personalization
Scalable
Multi-Channel Campaigns
Email & Landing PageTemplates
Workflow and Approval
Campaign Reporting
Customer Datamart
Customer Preference Engine
Offer Optimization Engine
Integration / API
Multi-Channel Campaigns
Email & Landing PageTemplates
Campaign Reporting
Customer Datamart
Customer Preference Engine
Offer Optimization Engine
Integration / API
Brand Control / Brand Consistency
Workflow &Approval
Role Based Security (Corporate & Local)
Multi-ChannelTemplates
Dynamic CustomizableTemplates
Co-Op Fund Management
Local Campaign Execution & List Mgmt
DigitalAsset Management
CORPORATE
MARKETING
LOCAL
MARKETERS
Stand-Alone Campaign
ManagementTechnology
Local Marketing
AutomationTechnology
Corporate Brand
Compliance &
Holistic Visibility
Local Autonomy
32. Recommendations
94% ofTop Performers customize marketing
materials at the local level.
79% deploy brand compliant templates (managed
by corporate) for local customization.
58% ofTop Performers allow local marketers to
execute campaigns independent of corporate.
33. In a Distributed
Environment
Personalization
Must Be:
Strategic
• Linked to
Goals
• Purposeful
• Realistic
Scalable
• Automated
• Must Meet
the Needs of
All
Stakeholders
Simple
• Low Risk
• Low Burden
• Low Cost
• Minimal
Learning
Curve
34. Simple:
WhySimplicity
is Key
The number one challenge with
execution of personalization is expertise.
Marketers need trusted data
Develop copy and creative
Configure the campaign
#2 Challenge forTop Performers: Local
Expertise
35. Recommendations
Keeping personalization simple:
Limit your dependence on data.
Personalizing the salutation of an email or contact
information for the dedicated sales rep is very powerful.
Depend on local marketers to build the relationship with
the target audience.
Corporate messaging re-enforces the overall brand
Go after the low hanging fruit first – improve core channels
that marketers are comfortable with.
36. Recommendations
Keeping personalization simple:
Don’t get to distracted by 1:1
Take little steps to reduce generic communications
Segmentation &Targeting is a form of scalable
personalization
Stay focused by limiting your personalization efforts.
Pick 3-5 core customer personas and develop personalized
campaigns.
Learn the difference between multi-channel and
orchestration
37. Recommendations
Keeping personalization simple:
Consider technology options with a rapid time to value.
SaaS is a compelling option and it’s affordable
Roll-out the solution in phases
Give local marketers options on templates, but not so
many that the templates become unusable.
Pick 2-3 standard metrics to measure personalization
efforts.
Top Performers use response rates and revenue
38. 1. Fragmented technologies are crippling personalization
efforts.
2. You can send more communications if they are
personalized, without fatiguing customers
3. Customers should dictate which channels you prioritize
4. Top Performers rely on local marketers for personalization
5. Local marketers often lack expertise – simplicity is key, but
you must empower them through templates
6. Prioritize by focusing on micro-segmentation for scalable
personalization
7. 3 Pillars: Strategic, Scalable, Simple
39.
40. Sales & Marketing lifecycle
localized, customized & personalized…
not National brand advertising.