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Using Marketing Automation to Identify the Serious Buyers - Simon Lye, Silverpop
- 1. Silverpop and EPiServer: LeveragingMarketing Automation, CRM and EPiServer to Dramatically improve Customer Experience Simon Lye – Partner Program Manager
- 2. • Marketing automation,email, mobile and social • The stats: – Maginus Partner – 15+ years of market innovation – An IBM Company – 550 Silverpop employees worldwide – Global presence – 2,000+ clients and 5,000+ brands across a variety of industries • Re-branding as IBM Marketing Cloud Silverpop: Who we are
- 3. Retail Travel & Tourism Finance IT& Services Agencies Media & Publishing 5,000+ Brands & 25,000 Marketers use Silverpop
- 4. The future ofmarketing is personal Inbox The best content for each customer, at the predicted right time Web Unique and personal content experience for each website visitor Mobile Personal in store, in app, and on the go brand interactions Systems & Apps Connect data and automate individual interactions across your marketing technology stack
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- 6. Data in Silos Fragmented picture of customers Lackof Control Lack of control over data Relevant Content Inability to customise content Right Channel Get customer’s attention RealTime Execution Inability to execute in real time Lack of Insight How individuals interact with your brand Challenges to overcome
- 7. A unified, behavioural-drivenplatform that lets marketers incorporate every imaginable customer touch point, regardless of system or vendor, into a single view that drives individualised, real-time content through the most appropriate channel. The Silverpop Marketing Platform
- 8. + Leverage the powerof two best of breed solutions which are better together...
- 9. Metabolics: Silverpop and EPiServerworking together!
- 10. + + Bringing it alltogether
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- 12. Caregiver of InfantPKU (0-1) HCP Teen (13-17) PKU Non-PKU Other/Unknown Caregiver of Child (5-12) PKUCaregiver of Young Child (1-4) PKU ? Persona‘s
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- 25. EMAIL Silverpop + EPiServerworking together
- 26. Hero image changes basedon age Product image changes based on age + metabolic condition
- 28. SPOP FEATURES USED RelationalTables Personalization Lead Routes Webforms(iframe) Sample request program Confirmation email Sample requested Survey email Sample? approved yes Additional steps needed No
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- 30. Confirmation email Sample requested Survey email Sample? approved yes Personalised based on sample type requested Each “button” takes customerto a different survey Sample request Program
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- 37. Behind the scenesin Silverpop
- 38. Results to date 49%increase in time on site 61% increase in page views 76% decrease in bounce rate
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Editor's Notes
- #2 Introduce myself…
- #3 - For those of you who don’t know who we are… - We are digital marketing experts, providing a digital marketing platform which combines marketing automation, email, mobile and social - and we’re all about enabling marketers to deliver personalised customer experiences. - Talk through points
- #4 Work across most industries, this is a snap shot of the brands we work with across a variety of different industries in B2B and B2C.
- #5 Similarly to EPiServer, we believe the future of marketing is personal As technology advances, Marketers face challenges managing too many channels Customers telling us what they want Marketers have access to more behavioural data than ever before “The future of marketing is personal. Think about the way that you interact with the brands you love. Where do you do it? When do you do it? On your phone before you get out of bed in the morning. On your computer during lunch. In an app while in line at the store. Technology has made it possible for each of us to have a personal relationship with the brands we love. Like every relationship, your relationship with your customers depends on communication - listening and responding.” - The future of marketing is personal. - We interact with the brands we love in a variety of ways. - Technology has made it possible to have a personal relationship with the brands we love. - Every relationship depends on communication.
- #6 - Like every relationship, your relationship with your customers depends on communication - listening and responding.” - As a marketer, are you able to capture these behaviours and then use this data to drive to drive meaningful and relevant conversation at an individual level.
- #7 A few huge companies have set the bar for the personal customer experience, and that experience is what most of your customers have come to expect. Most marketers we come across are fundamentally trying to do the same thing, they are all trying to use behaviours and personalisation to deliver a seamless customer experience and engage in a conversation with their customers giving them the right message, at the right time, through the right channel, but that is extremely hard for them to do. The main challenges we see with doing this are things like:
- #8 - Silverpop is a platform which helps our customers to overcome these challenges and help marketers drive highly personalized engagement with their customers. - - We use automation to drive individual level personalised campaigns at scale - Fundamentally, we do this simpler, cheaper and faster than our larger competitors
- #9 - We have been working together with EPiServer for the last couple of years to build a market leading integration between two best of breed platforms to deliver this highly personalized omni channel experience we have been talking about, Last year my colleague Bobby stood up here and spoke about what BMA is and our exciting integration with EPiServer which allows us to extend the individual level personalisation across web and ensure the customer experience is consistent across all channels We have since released our 2nd version of the integration with EPiServer which allows EPiServer to personalise the web experience based on Silverpop data and marketers can become more efficient by using the EPiServer CMS to build email templates and sync these with Silverpop.
- #10 - To give you an example of this integration in action, I am going to run through a customer case for Nutricia who are using to two platforms together in the US. - Nutricia are providers of advanced medical nutrition for people that have a metabolic condition and cannot digest certain types of protein, so they need to eat a specific formula of food every day.
- #11 Whereoware are a Silverpop and EPiServer partner in the US and developed a brand new site for Nutricia, using marketing automation programs to integrate the website with the overall customer journey as a whole.
- #12 - To start with, when somebody would come to Nutricia’s website we wouldn’t know who they are and we would have no information on them. But as they browse the website we progressively learn more about them – we do this through click behaviour for pages they are visiting and we start to build a profile for that individual. We now know at a very high level who this person is, and we can start to share content with them on the website and through the email which is relevant based on the information we have. This information is shared between EPiServer and Silverpop, letting each other know about the data they are collecting about the individual on a real time basis. This allows us to send relevant, engaging content at a 1 to 1 level and progressively learn more about the individual from their behaviour in response to our messaging. At the end of the day, Nutricia’s goal is to create a lifetime customer – it is very important to have customers come back to the website to continue the relationship.
- #13 Whereoware looked to create persona’s for visitor groups on their website, and each individual will fit into one of these persona’s based on the profile data we hold on them. As we mentioned, Nutricia provide Metabolic nutrition for people who cannot digest certain types of protein They found that a large percentage of the people with this condition have a condition called PKU – about 90% have it – so they split their database for those that have PKU into different age groups and categories: Those caring for infants, young children or children Teen agers who would be managing their own nutrition Non-PKU for the smaller percentage (about 10%) who have slightly different conditions. These are grouped separately so they won’t be shown irrelevant content on the website specific for PKU. There is also a persona for HCP – Health Care Provider, for professionals who are prescribing these formula’s and giving healthcare to these patients. Finally we have the other or unknown, where we don’t know anything about them as a visitor, perhaps because this is their first visit or if they don’t have cookies enabled on their browser this is going to limit the information we can learn about them from their web behaviour – therefore we consider them as a default category showing generic content before we are able to start profiling their persona.
- #14 - When a visitor first come to the medicalblue.com website, they will see this pop-up window here which says “To optimize your experience on our website, please tell us which of the following best describes you”, and this directly ties back to the persona’s on the previous slide: PKU here with the different age breakdowns Other metabolic condition HCP And other. Under other we will also request age information to help us profile and understand the visitor, but also to make sure that the website doesn’t appear to be more focused on PKU. This information isn’t used at this time but could be in the future.
- #15 - Once we have this information, we are able to immediately start personalising the web experience to hopefully engage with that individually more personally. - As you can see on this homepage.
- #16 - Therefore this image and links for more information are dynamically presented based on the persona for condition and age bracket of the individual - Making the experience more relevant and the site easier to navigate.
- #17 So if the visitor or customer were a caregiver for an infant, they would be presented with this image instead.
- #18 What is happening behind the scenes in EPiServer, this image for ‘PKU Infant’ will be shown to individuals that fit the persona and visitor group for this.
- #19 If you are caregiver for an infant with another metabolic condition, your are going to see different content on the website. For example, you’ll see these different metabolic conditions on the left hand side – all of these will not show up for under PKU.
- #20 Whereas with PKU, you would see specific content to that condition as it is unlikely that they would suffer from another condition as well at the top here you can see that a user can edit their persona at any time, and this information would be immediately sent to and edited within the marketing automation platform as the main engagement database. The content and advice is also specific to the condition and age bracket, and as the customer clicks on these pages and links we are learning more about them and their interests.
- #21 The content is also changed in the ‘little ads’ on the sidebar of the website, depending on the age group and condition, different products will be displayed to market towards the individual.
- #22 A new visitor to the site is anonymous, but we are tracking their preferences and browse behaviour to associate them with a persona By engaging with the individual with relevant content on the site, the individual is more likely to sign up for the emails so that they can get advice about living with their condition, recipes etc – we ask for their email and country, and using these hidden fields send this information to Silverpop about the visitor with all of the previous browse behaviour
- #23 If we don’t know the individual’s condition already, we ask for it here - but if we already know they have PKU and this field is populated in the Silverpop database then this question wouldn’t be presented.
- #24 - This is another form for people to receive a free low protein cook book. The customer is asked for a lot of information but they are receiving a hard back cook book in return. If the visitor has already filled out a similar form and we already know all of this information about them, a feature in Silverpop called progressive forms is applied and the same information won’t be asked for again, instead separate questions are presented to learn more about the individual for delivering that optimised customer experience.
- #25 Cookbook confirmation page, shows personalization of address in iframe and the option to change your address is presented.
- #26 - Silverpop is used as a central database to store all of the visitor and customer profile data, which can we updated through browse behaviour and integrated forms and landing pages - But also as the system of engagement for sending out emails with relevant content based on all the information we have learnt about them, using this information to automate and personalise the customer journey for the customer…
- #27 - As an example, Nutricia has a birthday club for customers to promote free samples of their products on their birthday. In this email the main image is changed according to age group / persona, and we change the product based on age and condition similarly to the little ads on the site,
- #28 Here are some examples of how this email might look for different contacts in the database. with about 15-20 different images which could be shown depending on the individual’s persona.
- #29 One of the big things that Nutricia wants to do on their website is use automation to manage the customer journey, because their products are mostly prescription based, it is not purchased directly from the website so its not a standard routine for procuring their products. Therefore customers need to request a sample from the website with a follow up process for a survey or subscription. Whereoware setup an automated program in Silverpop, whereas previously it would all have been done manually, so we will show you in detail how this works using several Silverpop features: - Relational Tables to capture the sample request information - Personalisation within the emails - Lead routing to tell the sales reps that certain actions have been taken by the person requesting a sample - Web forms using iframes to display survey content
- #30 - New customers need to complete a sample request form when somebody initially somebody will sign up for a sample request, there are a fair number of fields but as mentioned previously this is a prescription product so a lot of information is required. Once a sample is requested, they will receive a confirmation email triggered by Silverpop, confirming that the request is received and that it needs to be approved by a HCP. We give additional info on how to contact Nutricia in the meantime and point them back to the website to receive additional content.
- #31 Once the sample has been approved, they are sent a survey about 10 days later so they have had a chance to try it. This is how the survey looks, using personalisation to specify the sample that they requested, there are also buttons which take the customer to a different survey depending on their choice. Even if they do not fill out the survey, Nutricia will have a good understanding of the customer’s opinion from the button they selected and send information to the sales reps about what happened. For example, if they select ‘I switched’ the sales rep can mark in their database that they have converted to become a customer. Example of different surveys for different situations, all delivered through Silverpop iFrames and therefore the data is fed directly back into the marketing automation database and pass that information to EPiServer to personalise the website experience when they return. Removing silos!
- #32 Each of the surveys is different and personalized based on their initial response.
- #33 Different questions are presented, according to the initial survey button selected…
- #37 If the sample was not approved, an email is also automated to let them know that the sample request was denied and advising the customer can contact their HCP. If there is no approval after a specified time period, this email is also automatically delivered so that the customer is not left waiting and can contact their HCP for advice Previously these processed were all manual, so this has made the team at Nutricia much more efficient
- #38 - This is how it looks behind the scenes in Silverpop, with different tracks setup to manage the customer journey.
- #39 So far seen really good results: - 49% increase in time on site, so visitors are staying longer and absorbing the content and viewing more pages - 61% increase in page views, new site so expected but exceptionally high which is probably due to the relevancy - 76% decrease in bounce rate, building relationship so stay and hopefully remain as a lifetime customer.
- #40 So far seen really good results: - 49% increase in time on site, so visitors are staying longer and absorbing the content and viewing more pages - 61% increase in page views, new site so expected but exceptionally high which is probably due to the relevancy - 76% decrease in bounce rate, building relationship so stay and hopefully remain as a lifetime customer.