webinar 10 applications of marketing automation
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TRANSCRIPT
A Digital Solutions Firm delivering Marketing and Technology Solutions
New York . Toronto . Phoenix . Los Angeles . London. Dubai . New Delhi
10 Ways to Leverage the Power of Marketing Automation
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Shawn De SouzaDemand Generation Practice Director
Presenter
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Experienced. Founded in 1999Trusted. Diverse business critical projects delivered formid-size to Fortune 500 organizationsVersatile. Experience across diverse verticals, including Financial Services, Technology, Retail, Media & Publishing, Education, Travel and Hospitality and EnergyGlobal. Locations in United States, Canada, Middle-East and India
About eDynamic
eDynamic is a digital consultancy that helps clients acquire and engage customers through cutting edge interactive solutions
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eDynamic Empowers the Marketing Process
Our capabilities center around empowering the marketer during the entire customer lifecycle, from acquisition to engagement
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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
Skills Gaps
Process Gaps
Organizational Readiness
Technical Readiness
Technology Installation
Day to Day Operations
Campaign Design and Execution
Organizational Readiness &
Strategy
Implementation Services
Managed Services
Campaign Design and Execution
Strategy & Consulting
eDynamic Offering
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Why we are here
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1. What is Big Data?2. How does big data affect you?3. The three key facets of Big data4. How to get started 5. How to interpret and use data effectively6. How to drive authentic customer engagement
Points covered in this webinar
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What is Big Data?
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Technology > Innovation
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Technology > Innovation
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Core features of a Marketing Automation Platform
Campaigns• Acquisition• Nurturing• Loyalty• Development
Data• Segmentation• Data
Acquisition• Data
Management• Preferences
Management
Lead Management• Alignment• Lead Scoring• Lead
Assignment• Sales
Enablement
Measurement• Asset
Performance• Campaign
Response• Direct
Revenue Impact
• Influenced Revenue
Functionality
Integrations Track Behavior
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Thinking beyond the tools
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Buyer 2.0
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Sources for research and comparison have exploded!
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Sources
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The new frugality
Quality is important
Value is in
More diligent comparison shopping
Greater reliance on content – details will matter more
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Customers are arriving at a decision before interacting with you
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Technology is affecting the way we communicate
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10 WAYS TO USE AUTOMATIONPractical ways to leverage marketing automation
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#1
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Events!
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Live Event – Invitation and Follow-up
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Live Event – Invitation and Follow-up
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Events!
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Online Event – Invitation and Follow-up
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#2
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Engage with Personalization
“Hello Ms YOU-SEARCHED-ON-GOOGLE-FOR-TRAVEL-DEALS-TO-THE-BAHAMAs!”
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Personalization based on behavior
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Campaign Personalization
Shawn
De Souza
eDynamic LLC
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Campaign Personalization
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“Personal” Follow-Up
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Web Personalization - Common Scenario
No linkage
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Opportunities for Web Personalization
Converged Business Network Video
Converged Business Network ROI CalculatorPersonalized Text Block
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#3
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Data cleansing
.
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Data cleansing
.
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#4
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Engage and Nurture… until they are ready to buy
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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
It’s about building trust
Lead Nurturing provides the opportunity to establish a relationship that can lead to engagement and conversions
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It’s about the Customer’s JourneyEvaluate PurchaseLearn JustifyInterest
Active Search Begins
Solutions Identified
Solutions Evaluated
Against Needs
Validate Decision Made
Actions
Web Search
Review or get admin to look at product on website
and collateral.Ask Personal/Social
Network.
Compare against current and competitive products/services
Peer/Association endorsements Buying Process
Questions
WIFM?Do I really this?
Does it fit my business needs?
Can this replace my current service?
What is the cost (fees)?How much can I spend on
this card?
Who else like me is using this product? What type of benefits is he/she seeing?
How long until I can get full use of this service?
Motivations
Rewards, Promotion, Success, Make life easy
Rewards, Business Savings, Security, Service
(Added Value)
Relevance of Perks, Rewards etc… Confirmation of Perks Risk-free Trial
Pain
Points
No TimeCurrent process is very manual
I have to work weekendsData is not accurate
Barriers
Merchant AcceptanceTied to an existing card Migrating from Existing
card
Merchant AcceptanceMigrating from Existing
card, Linking Bank accounts
T&CsPersonal Liability
Credit History
Supplier CoverageIs it worth switching
cards?Amex approval Process
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It’s about the Customer’s Journey
Welcome campaigns > Follow-up Campaigns > Sales Accelerator Campaigns > Objection Campaigns > Inactive re-engagement Campaigns
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Sales Nurture Campaign
Campaign is triggered when Sales nominates prospects that are stuck in a specific Opportunity Stage in the CRM system
Strategy, Design and Deployment
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• Follow-up email introduces new product offering – Trial Stay to experience brand
Accelerator Campaign
• If contact is still active, and not connected with Membership director follow-up sent
• If contact is still active, and not connected with Membership director follow-up sent
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#5
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Create a Marketing Machine
High-level orchestrated data flow - from various sources in/out of your marketing automation platform integrated with CRM
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Create a Marketing Machine
High-level orchestrated data flow - from various sources in/out of your marketing automation platform integrated with CRM
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#6
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Customer onBoarding
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Win back customers
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#7
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Identify hot and cold leads and those in between
Cold Hot
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Lead Scoring for Prioritization
Determining the Buying Zone
Low level of engagement(Low level of how much the lead wants
to talk to us)
High level of engagement(High level of differentiation driving
purchase intent)
High level of Profile Match(High level of how much we want to talk to the lead)
The Buying Zone
The only leads we should be feeding to the sales field
Low level of Profile Match(Low level of how much we want to
talk to lead)
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Split the Score
Score Description Marketing Action
A4 The right prospect but no interest.
Priority but may need specific “why now”
messaging.
B1 Good fit and very interested.
Send to sales queue for follow-up.
C1 Not the idea prospect but very interested.
Will they ever be a good fit? Continue to nurture.
D4 Wrong Fit. No interest. Fulfill request and segment out.
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Over Time – Scoring as a ThresholdA1 A2 A3 A4B1 B2 B3 B4C1 C2 C3 C4D1 D2 D3 D4
All go to sales
A1 A2 A3 A4B1 B2 B3 B4C1 C2 C3 C4D1 D2 D3 D4
C2 – A1 go to sales only
A1 A2 A3 A4B1 B2 B3 B4C1 C2 C3 C4D1 D2 D3 D4
A1 – A3, B1 – B2, C1 go to sales only
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#8
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Measurement – Predict Performance
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Test and Learn
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Using Social
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Using location
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#10
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Be a Hero
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To summarize…
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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
4. Scoring and prioritizing: Identifying those high-value customers or prospects
MAPs: Leveraging the Digital Footprint
Marketing Automation affords us the “situational awareness” to optimize our ability to acquire and convert customers
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Automation is Driving Conversions
Eloqua noted that automated campaigns on average have a >200% higher conversion rate than batch and blast
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The Reward of Higher Revenue
Best-in-Class Organizations deliver a 79% improved company wide revenue growth
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Questions?
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Thank You
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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
Skills Gaps
Process Gaps
Organizational Readiness
Technical Readiness
Technology Installation
Day to Day Operations
Campaign Design and Execution
Organizational Readiness &
Strategy
Implementation Services
Managed Services
Campaign Design and Execution
Strategy & Consulting
eDynamic Offering