Is a lack of targeted campaigns costing you customers? Give them what they want with personalized experiences for the end user. This presentation describes three automated campaigns you should know about: 1) lead follow-up, 2) customer follow-up, and 3) abandonment. Plus, see real life examples of the best practices in action. It's an easy way to whip your marketing into shape.

1. MARKETING AUTOMATION
not just for lead follow-up

2. About Whereoware
Online strategy, design,
development + marketing
The stats:
• 12 years in the business
• Work with B2B + B2C companies
• Philosophy: 1-to-1 marketing - targeted,
personalized, automated
• Silverpop partner
• Worked with Silverpop for 6+ years
• Thirty-five Silverpop clients
Twitter: @whereoware
About me: Dan Caro, Senior Marketing Manager,
5 years of experience with Silverpop

3. A few of our clients…
Twitter: @whereoware

4. Marketing automation
• Defined: a software platform
designed to automate
repetitive tasks
• Traditionally focused on lead
generation, but it can be used
for so much more!
• Automated, targeted emails
work best when you create a
personalized experience for
the end user
Twitter: @whereoware

5. Automated targeted emails
They work!
Average Order
Open Click Bounce Average Per Visit
Averages Time on Conversion
Rate Rate Rate Value Spent Value
Site Rate
Automated,
52% 45% 8 minutes 20% $499 4% $15
Targeted Mailings
Normal Mailing 35% 28% 6.5 minutes 26% $387 1% $12
Difference 49% 60% 23% -23% 29% 300% 25%
* All data taken from Whereoware clients
Twitter: @whereoware

6. We drink our own champagne
Twitter: @whereoware

7. 3 automated campaigns
1. Lead follow-up
2. Customer follow-up
3. Abandonment
• Shopping cart
• Webpage
• Demo
Twitter: @whereoware

8. Lead follow-up
Defined: a series of emails
providing leads with useful
information about products
or services
Goals:
• ensure all leads get
follow-up
• nurture them into sales
qualified leads
Twitter: @whereoware

9. Lead follow-up: example
Atlantic: specialize in trade
show exhibits
Their problem: didn’t know
what to do with their CRM
prospects
Solution: systematic,
automated lead follow-up
system
Twitter: @whereoware

10. Atlantic: lead flow
3 days
0 days NURTURE
LEAD ENTERS WELCOME EMAIL #1
4 days
7 days NURTURE 7 days NURTURE
SUPER OPT IN EMAIL #2 EMAIL #3
FUNNEL
All other campaigns: Did You Know, See Our Showroom,
Needs, Solutions, Minishow invites, etc.
Twitter: @whereoware

11. Atlantic
Twitter: @whereoware

12. Atlantic
Twitter: @whereoware

13. Atlantic
Twitter: @whereoware

14. Atlantic: Super Opt In
Twitter: @whereoware

15. Customer follow-up
Defined: a series of
emails providing
customers with useful
information about your
products or services
Goals:
• get customers engaged
with your product or
services
• upsell
Twitter: @whereoware

16. Customer follow-up: example
Bullhorn ®: web-based
recruiting and staffing software
Their problem: engaging
customers immediately and
upselling
Solution: systematic,
automated customer follow-up
Twitter: @whereoware

17. Bullhorn: customer flow
0 days
CUSTOMER
WELCOME
ENTERS
Has not logged in Has not connected social Active customer
2 days 2 days 8 days
CONNECT ALL
INACTIVE NEW UPGRADE
YOUR SOCIAL
CUSTOMER CAMPAIGNS
2 days ACCOUNTS 8 days
8 days
Twitter: @whereoware

18. Bullhorn: inactive customer
Main call to
action - start
using Bullhorn
Secondary call
to action - need
help
Twitter: @whereoware

19. Bullhorn: social connect
Dynamically created
based on the social
networks they have
connected
Twitter: @whereoware

20. Abandonment
Defined: email sent x
number of hours/days after a
visitor has stopped engaging
with your company
Goals:
• recapture lost sales
• reengage lost web visitors
• reactivate customers who
stopped in the middle of a
whitepaper series,
registration, demos, etc.
Twitter: @whereoware

21. Abandoned cart
Defined: email sent out
hours to two days after a
user places items in a cart,
but does not complete the
order
Goals:
• reduce abandonment rates
• complete orders

22. Abandoned cart: example
Remind users they
have something in
your cart.
Provide a reminder
of what was in the
cart.
Provide a link to
complete the
transaction

23. Abandoned web page
Defined: email sent out
hours to two days after a
user visits a specific page,
but does not complete the
goal
Goals:
• encourage goal
completion

24. Abandoned web page: example
WEBPAGE EMAIL

25. Abandoned demo
Defined: an email sent
out 12 hours to two days
after a demo was
abandoned
Goal:
• get users to finish the
demo

26. Abandoned demo: example
Personalized with
their name
Main call to action
to finish viewing
the demo

27. Key takeaways
Right message, right
person, right time
Business rules vary
based on industry and
customer base
Data is key
Start off small
Test, test, test
Twitter: @whereoware

28. Comments + questions
MORE INFO
Slides available at:
www.slideshare.net/whereoware
GET IN TOUCH
Jay Beutler
jbeutler@whereoware.com
701-205-1463
Website: www.whereoware.com
Twitter: @whereoware
Facebook: www.facebook.com/whereoware
Blog: www.whereoware.com/blog
Twitter: @whereoware