edynamic ( conversion webinar )_20110322_final

8/6/2019 eDynamic ( Conversion Webinar )_20110322_FINAL

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Acquisition

Webinar: March 22 2011

A Digital Solutions Firm deliveringMarketing and Technology Solutions

New York . Toronto . Phoenix . Los Angeles . London. Dubai . New Delhi


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Introductions

eDynamic Webinar Team

Shawn De Souza: Demand Generation Practice Director

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About the eDynamic

eDynamic is a digital consultancy that helps clients acquire andengage customers through cutting edge interactive solutions

Experienced. Founded in 1999

rus e . verse us ness cr ca pro ec s e vere ormid-size to Fortune 500 organizations

Versatile. Experience across diverse verticals, includingFinancial Services, Technology, Retail, Media & Publishing,Education Travel and Hos italit Oil and Gas and others

2Global. Locations in United States, Canada, Middle-East and


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What we will cover today

1. Challenges with acquisition

.

3. Leveraging digital platforms

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acquisition

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Challenges with Acquisition

Marketers face challenges to acquire and convert customersusing online channelsEngagement, Dialog and Nurturing

1. Improving engagement: Delivering relevant experiencesthat keep visitors engaged with your organization

2. Maintaining digital dialog: Two-way conversations using

multiple channelsweb, email and community

3. Nurturing leads: Move leads through the buying cycle tothe point at which they are ready for sales

54. Delivering sales-ready leads: Developing leads that are

ready to engage with the sales team


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Three Pillars of Successful Acquisition

Addressing challenges requires three pillars of onlineacquisition: Coordination, Multi-channel and Personalization

Coordination Multi-channel Personalization

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Roadblocks to the Three Pillars

Building upon the Three Pillars requires us to understand theunderlying gaps in the marketing approach and platforms

1. Coordination: Lack of a unified messaging strategy

. -messaging platforms

.

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Unified Messaging Strategy

Delivering a consistent experience across channels requires aunified messaging strategy that provides consistency

Engaging customers across theentire buying cycle requires

expectations

Challenges Channel platforms have siloed

messageseach creating adifferent experience

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anne p a orms o no

coordinate the timing ofmessages


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Common View of the Customer

Consistent personalization across multiple channels requiresthat each channel has the same customer view

Delivering personalizedmessages across channels to

understanding of the customer

Challenges Customer informationboth

behavioural and profileisstored in siloed systems

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n egra e or r -par yanalytics platforms, along withthe CRM platform, are typically

dis arate s stems

Coremetrics and Bloomberg BusinessWeekReport on Optimizing Online Marketing 2009


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Building on the Three Pillars

How do we remove the roadblocks that prevent us from buildingon the Three Pillars: Steps toward multi-channel acquisition

1. Coordinate to personalizeDefining the single view of the customer

Interpreting the view into actionable messaging

2. Leverage the digital platforms Integrate the platforms

Implement the actionable messaging

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personalize

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Coordinate to Personalize

eDynamic uses four steps to achieve multi-channel engagementthat aligns with customer expectations and drives acquisition

1. Employ a closed-loop engagement cycleBuild the profile, analyze the profile and respond to the prospect

2. Characterize prospect

Properties include buying cycle state and segmentation parameters

3. Develop content to align with the prospect expectations

Content will speak directly to a prospect profile

134. Automate the closed-loop prospect engagement

Use web CMS and marketing automation platforms to automate theengagement cycle


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Using Buying Cycle to Define Engagement

Use the buying cycle to understand how, when and withwhat to engage prospects at each step of buying process

UnderstandyourBuyingCycle Segmentyouraudience MaptheMessages ImplementthePlatforms

Understand your buying cycle

Understand your customers mindset through the buying cycle journey

Segment your audience

Determine the target groups within your audience

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Map the messages Understand and align the messages with the segment and their objections

Implement the multi-channel platforms


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Understand your Buying Cycle

This is typically 5-6 stages customers pass through from thepoint of need recognition to a purchase decision

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Segment your Audience

Who is buying from you? Understand the distinctbuying groups within your prospect population


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What to Consider for Segmentation

Objective: Understand relevant segmentation attributes, defineexclusive and homogeneous groups that are of substantial size

Understand segmentationattributes

emograp cs

Needs

Behavior Others

Segment group guidelines

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Homogeneous

Substantial


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Align Content to the Segmentation

Identify content that address customer expectations. Considerbuying cycle, segmentation, pain points and motivators


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Creating a Content Map

Objective: Understand prospect needs and motivations persegment per stage, walk the buying cycle like they would

Mapping content Per stage in the buying cycle

Per segment

Put yourself in their shoes

What uestions would thehave at this stage?

What information would theyneed to move forward?

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What fear, uncertainty anddoubt (FUD) must beovercome?


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Summary

1. Understand the buying cycleDo the standard stages apply your customer?

B2B versus B2C differences

2. Perform a segmentation exercise Industries

Roles

Pain oints and motivators

3. Define a content map Identify content that addresses customer expectations

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platforms

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Leverage the Three Key Digital Platforms

Three platforms provide Unified Engagement Platform to deliveran experience based on a common customer context

Web CMS

CommonCustomerContext

24AutomationCRM


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Automating the Engagement Cycle

Automating the engagement cycle across the buying cyclerequires context-specific content delivered at the right time

1. Content map: Defines the content topics that addressthe segmentation, pain points and motivations identified

2. Develop content: Develop the dynamic content

. -marketing automation enable marketers to define rulesthat govern what content is displayed in a context

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Technologies Working Together

Web CMS, market automation and CRM offer a common view ofthe customer that drives personalization across web and email

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eDynamics Unified Engagement Platform

Delivering context-driven, multi-channel experiences across thebuying cycle requires a unified engagement platform

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Create your own Amazon.com

B2B organizations can use similar mechanics to lift conversionand drive acquisition

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Solutions

eDynamic provides end-to-end digital solutions focused on thecustomer acquisition and retention

Digital Solutions Digital Strategy

Digital Application Outsourcing Application Maintenance

Content Management (Search,DAM, WCM, KM. Publishing

systems)

pp ca on uppor

Staff Augmentation Services Mobile and Multi-device

Experiences

eBusiness

Global Staff Augmentation

Digital Resources

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Application Development &Integration

Demand Generation

Intranets

Business Intelligence


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What Makes Us Unique

eDynamic is transforming digital services by delivering acombination of best-of-breed services

Big 5 StaffAugmentationFirms

Agencies SystemsIntegrators

Boutique

WebDevelopment

shops

eDynamic

Digital IT Strategy

Experience Digital Marketing

UX Design Content Strategy

Technology Web ContentManagement

Limited Limited Limited

Enterprise Content

Management

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eCommerce App Dev Limited Maintenance andSupport

Engagement Global Delivery Model Consulting Services

Staff Aug


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Contact Us

Rolf [email protected]

Shawn De Souza. .

http://demandgeneration.edynamic.net

33http://cms.edynamic.net


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