marketing automation for everyone - mediarun festival in warsaw, poland
DESCRIPTION
Michael Leander's presentation to the concept of marketing automation for everyone. Presented to the audience at the Mediarun Festival CMO Congress in Warsaw, Poland.TRANSCRIPT
Make marke(ng automa(on work for everyone
Michael Leander > www.michaelleander.me > @michaelleander > [email protected]
Presented at the 4th Mediarun Fes0val “CMO Congress” in Warsaw, Poland
Meet the new AIDA A = A2en3on (Awareness) I = Interest D = Desire
E = Engagement
A = Ac3on
Engage me Shares & comments
Our collec0ve challenge
Ø Marketers have “not enough 3me”, “not enough money”
Ø No sex on the first date Ø Relevance not a buzz word, but crucial for results
Ø Content in context Ø 1to1 marke(ng is back, baby! But only this (me omnichannel one-‐to-‐one
Omnichannel means delivering a uniform experience across channels
Excellent experience in > Emails > Mobility (push/Pull) > Website (moment of truth) > Ecommerce / M-‐commerce > Point of sale
Is there a simple solu(on?
Yes, there is a simple solu0on
1. Your market is smarter than you think, don’t be s….., silly !
2. Get management buy-‐in 3. Use commonsense, go for the low hanging
fruits and reap the rewards
Get the customer experience maturity assessment and a bit of chocolate • Take a picture of the
person next to you • Pass the camera around
quickly • Leave business card if you
want to take the Customer Experience Maturity Assessment (Free)
Trondheim, Norway
Sydney, Australia
Facts about marke0ng automa0on
53% higher conversion
rate
9,3% higher sales quota achievement
50% more sales ready leads at 33% lower cost
12,2% reduc3on in marcom overhead
70% faster sales cycle 3mes
Which is the biggest reason for customers leaving you ?
Influenced by friends
Turned away by indifference
AJracted by compe((on
Think about all those 0mes when a brand you like treated you with
indifference
> Remember that irrelevance is also an act of indifference
Michael, wouldn’t you and your girlfriends like to …..
One of 51 true stories about indifference in
marcom
Mr. Leander, before you re0red did you put enough
money aside for ….
One of 51 true stories about indifference in
marcom
Will they
get the deal?
Omnipresence means owning the customer experience in all channels #marke0ngautoma0on @michaelleander
Speak to customers and prospects in their language targe0ng the needs and ques0ons of individuals, not
segments
Personaliza(on and
customiza(on is the need o
f the hour
EasyJet example
20
• 55 million passengers a year
• Website available in 14 languages
• 364 million visitors (2012)
21
Personalized Experience
• Sitecore was put to test for the first 3me during a 30 day sales campaign in January 2012
• During peak traffic, over 2.5 million visitors had the benefits of a fully personalized home page
Customer Engagement
1:1 personalisa3on
Offers and campaigns –personalisa3on
Various methods to ease booking – new op3mized booking engine
Personalised offers based on past travel and booking history etc. Real 3me pricing
Various personalised offers mainly a2emp3ng to upsell to passengers depending on P-‐type
Integra3on with ECM and Campaign automa3on for personalized email conversa3ons
How to get management buy-‐in
Measure your success in share of heart
Earning share of heart forces you to provide an excellent experience in all channels all the 3me
Share of
Wallet
Share of Influence or ac0ons by influencers
Don’t count the customers you reach – Reach those who count
@michaelleander
Focus on specific types of customers
How to get started ?
Think about your email subscribers. Which percentage do you think have been inac(ve for at least 6 months?
A) 22% or more B) 34% or more C) 40% or more
Low hanging fruit When a subscriber has not
responded in past 3-‐4 months, send a tailored message with an objec(ve to re-‐ac3vate the
individual. Then if email doesn’t work, switch to other channel
Move from sender to recipient control
Know the steps your audience takes towards purchase. Then learn what they want to know in each step.
Step 1 Want this
content. Have these ques3ons
Want to do these ac3vi3es
Profile your audience.
The right message to the right person at the right (me using the most effec(ve channel
Plan for building profiles
36
Data input from
customer Behavior Transac0ons
(on/offline)
70-‐90% accurate 50-‐90% reliable 99% trustworthy
Nurture and care the way you would care for your baby
In Summary: Use marke(ng automa(on to an(cipate customer needs
> An(cipate customer needs > Provide (mely service > Differen(ate communica(on > Personalize communica(on > Understand preferences > Manage the permission
