Webinar 10 applications of marketing automation
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Webinar 10 applications of marketing automation
- 1. 10 Ways to Leverage the Power of Marketing Automation A Digital Solutions Firm delivering Marketing and Technology Solutions New York . Toronto . Phoenix . Los Angeles . London. Dubai . New Delhi
- 2. Presenter Shawn De Souza Demand Generation Practice Director 1
- 3. About eDynamic eDynamic is a digital consultancy that helps clients acquire and engage customers through cutting edge interactive solutions Experienced. Founded in 1999 Trusted. Diverse business critical projects delivered for mid-size to Fortune 500 organizations Versatile. Experience across diverse verticals, including Financial Services, Technology, Retail, Media & Publishing, Education, Travel and Hospitality and Energy Global. Locations in United States, Canada, Middle-East and India 2
- 4. eDynamic Empowers the Marketing Process Our capabilities center around empowering the marketer during the entire customer lifecycle, from acquisition to engagement 3
- 5. eDynamic's marketing automation offering Our services are geared to address the challenges in the deployment and use of a Marketing Automation Platform Marketing Automation eDynamic Offering Organizational Skills Gaps Strategy & Readiness & Consulting Strategy Process Gaps Campaign Design Campaign Design and Execution and Execution Organizational Readiness Day to Day Managed Operations Services Technical Readiness Technology Implementation 4 Installation Services
- 6. Why we are here 5
- 7. Points covered in this webinar 1. What is Big Data? 2. How does big data affect you? 3. The three key facets of Big data 4. How to get started 5. How to interpret and use data effectively 6. How to drive authentic customer engagement 6
- 8. What is Big Data? 7
- 10. Technology > Innovation 9
- 11. Functionality Core features of a Marketing Automation Platform Campaigns Data Lead Measurement • Acquisition • Segmentation Management • Asset • Nurturing • Data Acquisition • Alignment Performance • Loyalty • Data • Lead Scoring • Campaign • Development Management • Lead Response • Preferences Assignment • Direct Revenue Management • Sales Impact Enablement • Influenced Revenue 10 Integrations Track Behavior
- 12. Thinking beyond the tools 11
- 13. 12 12
- 14. Buyer 2.0 13
- 15. Sources for research and comparison have exploded! 14 14
- 16. Sources 15
- 17. The new frugality Quality is important Value is in More diligent comparison shopping Greater reliance on content – details will matter more 16
- 18. Customers are arriving at a decision before interacting with you 17
- 19. Technology is affecting the way we communicate 18
- 20. Practical ways to leverage marketing automation 10 WAYS TO USE AUTOMATION 19
- 21. #1 20
- 22. Events! 21
- 23. Live Event – Invitation and Follow-up 22
- 24. Live Event – Invitation and Follow-up 23
- 25. Events! 24
- 26. Online Event – Invitation and Follow-up 25
- 27. #2 26
- 28. Engage with Personalization “Hello Ms YOU- SEARCHED-ON- GOOGLE-FOR-TRAVEL- DEALS-TO-THE- BAHAMAs!” 27
- 29. Personalization based on behavior 28
- 30. Campaign Personalization Shawn De Souza eDynamic LLC 29
- 31. Campaign Personalization 30
- 32. ―Personal‖ Follow-Up 31
- 33. Web Personalization - Common Scenario No linkage 32
- 34. Opportunities for Web Personalization Converged Business Network Video Converged Business Personalized Text Block Network ROI Calculator 33
- 35. #3 34
- 36. Data cleansing . 35
- 37. Data cleansing . 36
- 38. #4 37
- 39. Engage and Nurture… until they are ready to buy 38
- 40. It’s about building trust Lead Nurturing provides the opportunity to establish a relationship that can lead to engagement and conversions 1. Educate your leads – Who are you? What does your organization do? How does this benefit me? 2. Establish credibility as experts 3. Be relevant to the issues of your different segments 4. Differentiate yourselves as an organization they want to communicate with, buy from, donate to 39
- 41. It’s about the Customer’s Journey Interest Learn Evaluate Justify Purchase Solutions Evaluated Validate Active Search Begins Solutions Identified Against Needs Decision Made Review or get admin to Actions look at product on website Compare against current and Peer/Association Web Search and collateral. Buying Process competitive products/services endorsements Ask Personal/Social Network. WIFM? Questions Do I really this? What is the cost (fees)? Who else like me is using Does it fit my business Can this replace my How long until I can get full use How much can I spend on this product? What type of needs? current service? of this service? this card? benefits is he/she seeing? Motivation Rewards, Business Rewards, Promotion, Relevance of Perks, Rewards Savings, Security, Service Confirmation of Perks Risk-free Trial s Success, Make life easy etc… (Added Value) No Time Points Pain Current process is very manual I have to work weekends 40 Data is not accurate Merchant Acceptance Merchant Acceptance Barriers T&Cs Supplier Coverage Tied to an existing card Migrating from Existing Personal Liability Is it worth switching Amex approval Process Migrating from Existing card, Linking Bank Credit History cards? card accounts
- 42. It’s about the Customer’s Journey Welcome campaigns > Follow-up Campaigns > Sales Accelerator Campaigns > Objection Campaigns > Inactive re-engagement Campaigns 41
- 43. Sales Nurture Campaign Campaign is triggered when Sales nominates prospects that are stuck in a specific Opportunity Stage in the CRM system 42 Strategy, Design and Deployment
- 44. Accelerator Campaign • Follow-up email introduces new product offering – Trial Stay to experience brand • If contact is still active, and not connected with Membership director follow-up sent • If contact is still active, and not connected with 43 Membership director follow-up sent
- 45. #5 44
- 46. Create a Marketing Machine High-level orchestrated data flow - from various sources in/out of your marketing automation platform integrated with CRM 45
- 47. Create a Marketing Machine High-level orchestrated data flow - from various sources in/out of your marketing automation platform integrated with CRM 46
- 48. #6 47
- 49. Customer onBoarding 48
- 50. Win back customers 49
- 51. #7 50
- 52. Identify hot and cold leads and those in between Cold Hot 51
- 53. Lead Scoring for Prioritization Determining the Buying Zone Low level of engagement High level of engagement (Low level of how much the lead wants (High level of differentiation driving to talk to us) purchase intent) The Buying Zone High level of Profile Match The only leads we should be (High level of how feeding to the sales field much we want to talk to the lead) Low level of Profile Match (Low level of how much we want to talk to lead) 52
- 54. Split the Score Score Description Marketing Action Priority but may need The right prospect but no A4 specific “why now” interest. messaging. Good fit and very Send to sales queue for B1 interested. follow-up. Not the idea prospect but Will they ever be a good fit? C1 very interested. Continue to nurture. 53 Fulfill request and segment D4 Wrong Fit. No interest. out. 53
- 55. Over Time – Scoring as a Threshold A1 A2 A3 A4 B1 B2 B3 B4 C1 C2 C3 C4 All go to sales D1 D2 D3 D4 A1 A2 A3 A4 B1 B2 B3 B4 C1 C2 C3 C4 C2 – A1 go to sales only D1 D2 D3 D4 A1 A2 A3 A4 B1 B2 B3 B4 C1 C2 C3 C4 A1 – A3, B1 – B2, C1 54 D1 D2 D3 D4 go to sales only 54
- 56. #8 55
- 57. Measurement – Predict Performance 56
- 58. Test and Learn 57
- 59. #9 58
- 60. Using Social 59
- 61. Using location 60
- 62. #10 61
- 63. Be a Hero 62
- 64. To summarize… 63
- 65. MAPs: Leveraging the Digital Footprint Marketing Automation affords us the ―situational awareness‖ to optimize our ability to acquire and convert customers 1. Improving engagement: Delivering relevant experiences that keep customers or prospects engaged with your organization 2. Maintaining digital dialog: Two-way conversations using multiple channels—web, email, mobile, social media… 3. Nurturing: Move leads through the buying cycle to the point at which they are ready for sales 64 4. Scoring and prioritizing: Identifying those high-value customers or prospects
- 66. Automation is Driving Conversions Eloqua noted that automated campaigns on average have a >200% higher conversion rate than batch and blast 65
- 67. The Reward of Higher Revenue Best-in-Class Organizations deliver a 79% improved company wide revenue growth 66
- 68. Questions? 67
- 69. Contact Us Shawn De Souza shawn.desouza@edynamic.net http://demandgeneration.edynamic.net 68
- 70. Thank You 69
- 71. eDynamic's marketing automation offering Our services are geared to address the challenges in the deployment and use of a Marketing Automation Platform Marketing Automation eDynamic Offering Organizational Skills Gaps Strategy & Readiness & Consulting Strategy Process Gaps Campaign Design Campaign Design and Execution and Execution Organizational Readiness Day to Day Managed Operations Services Technical Readiness Technology Implementation 70 Installation Services
Editor's Notes
- We work with marketing to understand their needs—translate that into technology
- The Hunter has become the Hunted. Sales or even the Company is no longer in control. The Buyer is in control: savvy customers today are very good at tuning out commercial noise and being more selective with whom they do businessHow sales want to sell has little impact on how buyers are choosing to buy.
- The sources for product information, reviews, referrals has simply exploded exponentially in many ways after the Social Revolution. Think about the last time you were contemplating buying a product. Lets say you’re looking at tablets and e-readers. Should you get the Kindle Fire or the Ipad. Even at the store, ready to pay, you can do a last minute check or ping a friend to make sure you are getting the right item and at the best price.
- Customers have already made up their short list and identified their product of interest well before contacting the company, submitting a web form or picking up the phone and calling a rep.Google Researchers have labeled this ZMOT or Zero Moment of Truth..Before this, Proctor and Gamble had identified 2 Moments of Truth – The First where you are at the store or dealership ready to commit to a purchase. And the Second Moment of Truth where you experience the product and either enjoy it or be disappointed.
- Everyone knows that writing for digital is different than for print media. People scan they don’t read said the User Experience gurus in the last decade.Well, now you have SMS and LOL has become part of our daily vocabulary.And you have Twitter. So now you must connect with @John and limit your message to 140 characters.And you can do all of this while waiting for a Venti Chai Latte in line at Starbucks.Technology is affecting the way we communicate and market.
- The Data Warehousing Institute (DWI) estimates the cost of bad or ‘dirty’ data exceeds $600 billion annually. Another study indicates that 2% of contact records become obsolete each month, costing a firm 15-20 % of its operating income
- The Data Warehousing Institute (DWI) estimates the cost of bad or ‘dirty’ data exceeds $600 billion annually. Another study indicates that 2% of contact records become obsolete each month, costing a firm 15-20 % of its operating income
- Saves time of your sales team – 20/30 hours a day across a 10 person sales team.
- Use Of Social Media In A Recent Initiative – The Warriors 2010 Draft ChallengeOne notable example of their strategy in action was a campaign centered on the official launch of the Warriors’ new logo and branding. The marketing team wanted to create a unique way to unveil the new logo, while also engaging fans, building anticipation, and expanding the organization’s social media presence. In addition, they wanted to build a list of engaged, fervent fans for future marketing and sales efforts. “Rather than just unveiling the logo at a press conference,” said Kyle Spencer, Executive Director of Team Marketing. “The goal was to make the unveiling personal, exclusive and interactive using social media.” The campaign was called the '2010 Warriors Draft Challenge'. The idea was to capitalize on the anticipation of the team’s new logo and unveil it piece-by-piece each day. For nine days, the participants in the contest would obtain an answer to a daily challenge question on one of the team’s official social network hubs. In addition to giving fans the chance to be the first to uncover the new logo, the Warriors incentivized them by offering daily prizes and the chance to win season tickets. The contest launched on the day of the 2010 NBA Draft Lottery. The Warriors condensed their entire official website to one splash page with no semblance of their old logo. The page's main focus was to drive users to the Draft Challenge. Each day during the contest, one of the nine 'challenges' was revealed using a different form of social media. This kept fans engaged, built anticipation, generated awareness of their various official social media channels and helped drive traffic to their official site during a traditionally slow traffic period. By utilizing the organic nature and reach of social media channels, the Warriors were able to dramatically increase awareness of their contest and their new brand. Each fan that entered the contest was automatically registered for the team's 2010 Draft Party, one of the Warriors’ biggest sales events of the year. The contest therefore acted as a way for them to not only creatively unveil their logo and build their presence on various social media platforms, but also to grow their database and generate engaged leads for their sales department.
- AJ Bombers — Milwaukee, WisconsinJoe Sorge, owner of AJ Bombers, is such a big fan of Foursquare that he wrote a book called FoursquareWorks. (He also wrote a book called TwitterWorks.) Sorge points out that AJ Bombers is now up to 9,000 check ins in a city that had just 400 Foursquare users last year. Sorge capitalized on the growing fanbase when he recently ran a “Swarm Badge” promotion. The idea behind a swarm badge is that if you can get 51 people to check in simultaneously, all of them get the badge. That wasn’t an issue with the Swarm Badge promotion AJ Bombers ran: 161 people checked in and unlocked the badge.One more example? The restaurant’s Foursquare page featured a tip about the Barrie Burger — from that alone (there was no advertising), sales for the item grew 30% in the first week.
- We live in an age of of a very savvy customer. Instantaneous transactions, multiple touch points, and the merging of offline with digital have combined with a multitude of media outlets (including social media) to create ever-savvier audiences that are harder to find and keep. We need greater clarity so as to move faster, stronger, and better to deliver their messages and capture consumer attention. Amidst this fast-moving environment is digital marketing. digital marketing is increasingly affording the situational awareness needed to not only know what works in the marketplace, but how to continuously make what works, work better. For many marketers, tracking the digital footprint of the customer is the first step. While digital marketing makes data readily available, for many of today’s marketing decision-makers, the clutter of information received from the vast array of sources can blur the bottom line rather than bring it into focus. Therein lies the irony: Today’s marketing environment offers a rich menu of options for reaching the customer, and in return delivers a vast amount of data to the marketer, who must capture the meaning, implication, and importance of that data. digital marketing is very powerful and puts marketing executives in the unique position to leverage technology advancements to gain customer insight and drive ever-new approaches to doing business.
- But the benefits of doing it right are enormous. Engaging your customer with personalized messaging and timely communications generates a 2 to 3 times For best in class organizations, average performance in terms of revenue was 59%.If you look at the industry average, the average performance increase was just 9%So the question then is how do you there?