obsessed · 2020. 4. 24. · directmail segmenta segmentb segmentc segmentd anonymous named loyal...

Obsessedadjective UK /əbˈsest/“unable to stop thinking about something; too interested in or worried about something.”

The AI wired Customer

The rise of the robots and AI

2020 Martech landscape

Procrastination

Right time, right device, right channel in the right context

Instantgratification

.

“64% no longer want to exchange personal data for a

better experience. 90% expect a personalized experience "

90% consider visuals a key decision factor

Source: Kissmetrics

Almost 30%, of 3.5 billion

Google searches are

voice.

Screens vanish

[email protected]

Recommendation addiction

Welcome to the age of the AI wired Customer

• Search is evolving and becoming visual and conversational

• Binary Procrastination is the norm• Context is not what it used to be• Predictive becomes standard• we’re all irrationally impatient• Screens vanish• Convenience rules, also in B2B

Your Marketing

Stack

TrafficEngagement

Results

Time

Why choose?

CAMPAIGN

One-night stand

CLASSICAL MARRIAGE

TrafficEngagement

Results

Time

Traditional Communication Model

CAMPAIGN1

CAMPAIGN2

CAMPAIGN3

CAMPAIGN4

Engage

Find Forget

It’s time we start using magnetsto attract attentionrather than a sledgehammer.

What are the signs that your business

needs marketing automation

software?

1. You’re having engagement gaps and need to re-engage with prospects all the time while keeping your resources consistent.

2. Your prospect and customer lists are getting too complex to maintain manually

3. You don’t have enough leads, or your customer list is too thin

4. You’ve got your content all worked out, but there’s a hiccup getting it distributed and in front of your audience.

What is the ideal environment for

marketing automation to

function and

drive value?

1. Your products and services are high ticket transactions

2. Your products and services are too new or complex to understand

3. You have high volumes of customers (+10,000 in B2B)

4. You have long buying cycles, for example, cycles that span more than 12 months

5. You are scaling campaigns across borders, in multiple countries and various territories

Marketing Automation B2B vs B2C

50%Of leads are not ready to buy.

The conversion reality

0%

20%

40%

60%

80%

100%

MQL SQL CLOSE

80

%N

OT

F

OLL

OW

ED

U

P

80

% d

o bu

y w

ithin

9 m

onth

s (e

lsew

here

)30

%Q

ualif

ied

70%

D

ISQ

UA

LIF

IED

20%

20%

à The hidden opportunity

Source: Sirriusdecisions

Lead scoring vs lead grading

A1

B1

C1

A2

B2

C2

A3

B3

C3Interest & engagement level

Soc

io d

emog

raph

ic p

rofil

e fit

Marketing Qualified Lead (MQL)

Nurture

Sales

Myths debusted – 5 most common myths

on ‘not readiness’

for marketing automation

1. It’s only for big enterprises

2. I need a content plan and personae that are ready

3. I need to have a buyer journey mapped out

4. I cannot afford it

5. I need a clean sparkle database

· You have to manually enter data into your database;

· Your contacts do not receive your message;

· You have a high bounce rate;

· You notice a decrease in effectiveness of your campaigns;

· Your ISP-trust score is decreasing over time;

· You notice that your data mostly consists of duplicate data;

· You’re struggling to convert leads into customers;

· You notice a decrease in lead-activity.

Data QualitySings of bad data quality

·

Data QualityThe Solution: ‘Cavcat’ your data quality

1. Completeness2. Accuracy3. Validity 4. Consistency 5. Availability6. Timeless

The functionality of a marketing

automation solution?

1. Email automation2. Tracking behaviour3. Hosting marketing files4. Lead management5. List management6. Social media management7. Analytics and reporting8. SEO and digital advertising integration9. Forms and landing pages with progressive profiling10. Automated workflows11. Personalization12. Integration

The 2020 Growth Architecture Playbook

Engagement metricsVanity metrics: Site traffic, Open

rates, Click trough rates, event attendance, return on content, unsubscribes, reconversions.

Performance metricsCareer boosting metrics: SQL’s, SAL,

Lead velocity, conversion rate Value metricsThe real stuff: CAC, CLV, Marketing

contributed revenue, multi touch attribution models, engagement

metrics

Mass Transactional Experience

NS

M &

CES

.

“Convenience eats trust for

breakfast"

1%Of all data is used to benefit the CX.

Consumers experience a single type of touch-point

Retailer has a single type of

touch-point

Consumers see multiple touch-

points actingindependently

Retailer’s channel knowledge and

operations exist intechnical silos

Consumers seemultiple

touch-points as part of the same

brand

Retailer has a “singleview

of the consumer” but operates in functional

silos

Consumers experience a brand, not a channel within

a brand

Retailer leverages its “single view of the

consumer” incoordinated and

strategic ways across the enterprise

Where are you on the omnichannel spectrum?

Single Channel

The legacy

Image: Shoppers Disrupted: Retailing Through the Noise IBM

TheNirvana

Multi-Channel Cross-Channel Omni-Channel

CRM à MA à CDP

DMPCRM CDP

1990’s 2000’s 2018

MA DMP

CDPCRM

What’s keeping you?

Packaged software

Persistent, Unified Customer Database

That builds a

That is

Accessibleto other systems

Easy to share, change systems without disruption

Any source

The CDP universe

Best practice when deploying CDPDefine needs based on goals

Purchase

Apps

CRM

Web

Mobile

External

Ingest

Standardize and transform

Link identitiesLoad data

Aggregate and index

Segment

Predict

Budget

Personalize

Orchestrate

Content

Reformat

and

expose

Process

Data Decisions

Expose Analytics Campaign

Syndication Tool Integration

BI & Data Science

Social Media

CMS

Advertising DMPs

Email

Mobile

Direct Mail

Web

Process flow for a Customer

Data platform

1st P

arty

Dat

a (y

ourd

ata)

2nd

& 3r

d Pa

rty

data

(enr

ichm

ent)

Personal & Demographic

OnlineBehavorial Data

Engagement Data

Transactional & POS Data

iOS &Device Data

DataValidation

Cleansing & Enrichment

Data Derivation

Data Workflow

IdentityUnification

User Profile Stitching

WebPersonalization

Ad Campaigns

1

Push Messaging

EmailCampaigns

Direct Mail

Segment A

Segment B

Segment C

Segment D

Anonymous

Named

Loyal

Look alike (Via DMP)

SocialCampaigns

Data Unification Cross-device Segmentation Actioning

Customer

Data flow for a Customer Data

Platform

How does a data bot work?

The benefits of an RPA

1. Expendability: if the standard functionality fails, DataBots can be extended with additional functionality so that they have, for example, Natural Language Processing and robust OCR capabilities.

2. Flexibility 3. Total Cost of Ownership (TCO): typically, DataBots are

cheaper and more flexible compared to ‘conventional’ integration methods.

Deeplearning

ArtificialIntelligence

Machine learning

Naturallanguage

processing

Computer vision

Imagerecognition

Naturallanguage generation

What is AI?

https://growthagent.eu/article/what-happened-last-decade-was-peanuts-what-will-happen-next-6-months

https://growthagent.eu/article/what-happened-last-decade-was-peanuts-what-will-happen-next-6-months

AI: the definition"Forrester defines Artificial Intelligence as: "A self-learning system that is able to interact with humans naturally, understands the environment, solve problems, and perform tasks that normally require human intelligence, qualities, and abilities without the need to code instructions and rules."

The 3 main use cases of AI

Augment

Automate

Optimize

the combination of AI and human operations, human is in the lead

human and machine co-exist

Absorbing tasks where humans and machines complement each other but the machine takes the lead

The majority of AI use cases today can be categorized based on the capability to:

• Foresee consumer behaviors• Predict consumer needs• Hyper-personalized communication

Programmatic & Bid management Ads variationsRetargeting

Smart dashboard Journey analysis

SEO analysis

Reco engines & PersonalizationDynamic pricing

Next Best Action Lead scoring

Email automation

Chatbots Predictive customer service

Recommended response

Influencer analysis Smart content curation

Topic definition

PAID MEDIA

MARKETING ANALYTICS

SEO

ECOMMERCE & APP

CRM

CAMPAIGN AUTOMATION

SERVICE MANAGEMENT

SOCIAL MEDIA

CONTENT

PERCEIVED RETURN ONINVESTMENT

CURR

ENT

LEVE

L OF

AI

PERFORMANCE MARKETING

RELATIONAL MARKETING

Delivering on the promise, or disappointing on the hype

FINDProduct

Orientation

WANTIn-category &

Brand consideration

GETFulfilment& Usage

NEEDTriggers &

Awareness

RETAINRepurchase

& Evangelize

PASSIVEPre-category

Potential Customers

PROGRAMMATIC SAMPLING

DYNAMIC ADS

RECOMMENDATION ENGINE

RE TARGETING ADS

RE-ENGAGERecover Inactives

& Lapsed

BUYPurchase &Confirm

Amazon’s end-to-end AI MODEL

WHAT

OF

PEOPLE

TECHNOLOGY

DIGITAL CAPABILITY

DATA INFRASTRUCTURE

CORPORATE CULTURE

PROCESS

HOW WHY

EFFICIENCY & EFFECTIVENESS

OPERATIONAL ACHIEVEMENTS

GOAL

1. AUTOMATION2. OPTIMIZATION3. AUGMENTATION

COMPANY BENEFIT

1. PREDICT BEHAVIOR2. ANTICIPATE NEEDS3. HYPER-PERSONALIZE

CONSUMER NEEDS

1. RELEVANCE2. CONVENIENCE3. SEEMLESS CX

MKTG EXECELLENCE

1. OMNI-CHANNEL CX2. 1-TO-1 AT SCALE3. DIFFERENTIATION

BIZ OBJECTIVE

1. PROFIT2. SAVING3. SATISFACTION

PROCESS

1. DATA2. ACTION3. INTERACTION

TO FOR

AI adoption model

58

A curated list of AI tools

AlegionBrightedgeCalibermindConcured

CrayonEquals3

MarketmuseNetraNode

Opentopic

Predicting Customer behaviors, defining strategies, prioritizing activities and determining how

to allocate marketing resources.

Atomic reachClarifaiCurata

GumGumNarrative science

PhraseeScoop.it!

Creating, curating and optimizing content,

including blog posts, emails, landing pages, video

and advertisements.Beehive

DriftKlevu

SentientSeventh Sense

SkywordUberflipFroomL

Customer experiences through intelligently

automated emails, content and product

recommendations, AR/VR, and web experiences.

01Strategyze

02Shape

03Share

04Promotion

AlbertOnespot

PulsepointSiftrock (Now Drift)Smart Moderation

YextPaveAI

Managing cross-channel and cross-device

promotions to drive engagement and actions,

including audience targeting, social publishing

and digital paid media management.

Turning data into intelligence through

automated narratives and insights, and using that intelligence to optimize

performance

[email protected]

16

What is the impact?

The tasks associated

• Determine goals.• Construct buyer personas.• Discover keywords and topic

clusters.• Analyze existing content for

gaps and opportunities.• Determine editorial calendar

topics.• Capture competitive intelligence.• Segment contact databases.• Identify companies and contacts

most likely to convert.• Predict conversion paths and

points along the buyer journey.• Predict churn.• Prescribe marketing strategies

and tactics.• Allocate digital paid budget by

channel and audience.

• Draft social media updates.• Write data-driven content.• Optimize content for search

engines.• Curate content.• Develop ad copy and

creative.• Write email subject lines.• Write nurturing/sales email

workflows.• Convert voice to text, and

text to voice.• Recognize, categorize and

auto-tag images.• Analyze (and score) text for

grammar, sentiment, tone and style.

• Design websites.

• Recommend highly targeted content.

• Deliver predictive product recommendations.

• Personalize content, offers and web experiences with images, text and CTAs.

• Engage users through bots and chat.

• Serve up contextual ads based on user history and look-a-like data.

• Answer voice and text questions.

• Deliver customized search results.

• Individualize and optimize email send time.

• Adjust digital ad spend in real-time by channel and audience.

• Optimize cross-channel campaigns.

• Test headlines, landing pages, images and creative.

• Schedule social shares.• Improve email deliverability.• Deliver (re)targeted ads.• Score leads and continually

adapt the lead scoring system.

• Monitor activities and outcomes.

• Discover insights from analytics.

• Forecast performance.• Write performance reports

01Strategyze

02Shape

03Share

04Scale

Get on board.Get Obsessed. Stay ahead.

Thank you.

obsessed · 2020. 4. 24. · directmail segmenta segmentb segmentc segmentd anonymous named loyal...

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