19. 19
Your executives must have a vision for how things
are changing and what is possible with the new
marketing technologies
Get an outside briefing if you need it!
ExecutiveVision
32. Let’s build a Master Database
Top Sail
40
Sailboat
Slim &
Fast 380
Boat
Owned
Target
Segment
Show
Visits
Ageof
Boat
Last
Marina
Visit
Hot Dogger
Family
Memories
Gone
Fishin
San
Francisco
Lake
Michigan
Miami
Hampton
6/1/2005
2 Years
5 Years
6 months
The richer your
Master Database
the more powerful,
relevant and
personal you’ll be.
Carey Smith
1000
Gateway
Drive San
Francisco, CA
93820
ShawnDeWitt
4992
Michigan
Ave, Chicago
, IL 09030
Sheila Jones
4022
Peachtree Rd
Atlanta, GA
30003
Steve Jones
888 Madison
Ave, New
York NY
10022
Sunset
Romantic
9/5/2012
6/1/2005
2/1/2013
10 Years
Family
Cruiser
34
Smooth
Stalker
24
33. Hot Dogger
Next Capture & Append Behaviors
Website
Email
File
Website
Visits
Video’s
watched
Email
Behavior
Webform/
Landing
Page Visits
Web Page
Visits
PDFs
Downloaded
ShawnDeWitt
4992
Michigan
Ave,
Chicago, IL
09030
Ravens
Slim &
Fast 380
Lake
Michigan 2 Years9/5/2012
34. Current
Inventory
Products
Owned
Product
Catalog
Supplement with Related Data
Other Company Data
External Data
5 day
Weather
Forecast
Rep
Assigned
Hot Dogger
ShawnDeWitt
4992
Michigan
Ave, Chicago
, IL 09030
Ravens
Slim &
Fast 380
Lake
Michigan 2 Years9/5/2012
Website
Visits
Video’s
watched
Email
Behavior
Webform/
Landing
Page Visits
Web Page
Visits
PDFs
Downloaded
35. Rules-Based Communications: Example
Segment = Hot Dogger
MarinaVisit in the last year
Owner of Fast Cigarette Boat
Example:Trade In/Upsell Campaign Rules:
Downloaded the PDF Spec Sheet of
Cigarette Speedy 2013
36. Anyone that matches
our rule will get this email:
Hi Shawn –
We have September specials & Cigarette Boat Trade Ins
Plus we have just received new 2014 models at the Marina.
Come in to test drive this weekend.
These guys are FAST!
Congrats on the Bronco’s Win
Steve
37. The Automated ProgramWaits for Rule Matches
Message
Sent
on 3/15/13
Message
Sent
on 4/15/13
Message
Sent
on 6/15/13
• Program actively
‘listens’ for rule
match based on
behaviors and data
values.
• Only when there is
a match is the email
sent
Database Size 45,000; number of emails sent in 90 days = 300!
Set it and Forget it! Staff is free to work on other projects!
38. 38
Database Action Plan
Executive Education & Commitment -Vision
Review all existing data elements for potential use
Turn onWeb IdentityTracking
Merge Contact Lists into Master Database
Append Additional Data if needed
Collect more profile data via webforms
Link to Related Data
Integrate CRM if needed
Tie to External Data
46. Profile Data
Relational Data
Query
Large Audience
Click Send
Shift To Individualized Campaigns
Query/Rule
Large Audience
Listening for Live Behaviors
Individual Messaging
Email Web Content
Behavioral Data
Mobile
Manual Automation
51. 110 New Pieces of Content!
Offer Library
Goal 3 – Build Up a
Content Library
52. Content Framework
Inventory
Assign
Categorize
DG DM SP
10
Actions
B2B DM
Guide
Sales
Pro Sector
Plano-
Gram
What Not
to Do
Try a
Search
5
Strategie
s
4
Reasons
10
Cold Calls
CAN SPAM
Compliance
DQ
Video
Try a
Search
Confio
Case Study
Why
Outsource
AG
Salesworks
SD
Profile
SD
Profile
SPTool
Guide
Engage
Propensity
Decision
Goal 3 – Build Up a
Content Library
60. Christina’s profile
DM SP
Decision
Profile Data
DG
Engage Propensity Decision
Email: christina@company.com
MarketerType: B2B
Tech Marketer? YesName:Christina Smith
Title: Director of Marketing
Propensity
61. Results to Date:
1. 12.5 x increase in visit duration
2. Doubled # of pages visited
3. 30% reduction in bounce rate
4. 7% increase in conversion rate
62. 62
Now it’s your turn to get organized
List all the categories of
emails you send
Identify automation program
Candidates
Leverage the whole organization
63. Email Channel
Promotional
Newsletters
Offers
Transactional
Order Shipment
Confirmation
Password Recovery
Credit Card Failure
Notification
SmartPaks Cancel
Confirmation
Returns Notification
Order Delivered
Confirmation
Delivery
Confirmation
Order Confirmation
Lifecycle
SmartPaks
Welcome
Order Reminder
Abandoned Cart
Post Purchase
Review
SmartPaks Up-sell
Consumable
Replenishment
Browse Behavior
ColiCare
+ 8 More
24 triggered and
transactional
programs in
place, ~50 unique
automated
mailings/day
64. B2B Digital
Marketing Channel
Promotional Emails
Newsletters
Offers
Transactional Emails
PDF Download
Blog RSS
Browse Abandon
Score-based Routing
Client/Prospect
Online
Event Registration
Video Watched
Forgot Password
Lifecycle Emails
Welcome
Nurture
Recycle
Trial to Purchase
Event Marketing
(Template)
Onboarding
Upsell/Add-ons
Inactives -
Reactivation
66. 66
Get Organized Action Plan
Organize all your email initiatives:
• Promotional
• Transactional
• Lifecycle
Leverage Strengths
CreateWork-Arounds forWeaknesses
67. 67
Automation Action Plan
Decide on Automation Candidates
Decide on Goals of Program
Develop Program Entry Rules
DevelopContent
Hand Draw Program Logic
Develop small database to test Automation
Scenarios
Launch!
68. 68
1. Get Executive Commitment for
this new era of Digital
Marketing
2. Build aWorld Class Master
Database
3. Leverage your Digital
Marketing Platform
1. Become a digital marketing
heavyweight
Get Intense
71. Silverpop is…
the unified digital marketing platform
that delivers superior return on relationship
powered by the deepest insight
into the way each customer behaves.
72. Energy & Utilities Media Business ServicesFinancial Services
Travel &
Hospitality
HardwareFood & BeverageNon-Profit
Retail
Entertainment
Software
Education
5,000+ Brands & 16,000+ Marketers
Powered by Silverpop
5 – 10 years ago – inbound marketing was fairly straightforward. You had your website – center point of demand gen and you were trying to get people to come from search as well you were sending emails to people in your database to get them to the website.
The customer really favors a personalized experience. Contrast walking into a Blockbuster store when they existed and walking around the store looking for a movie and coming out the other side with nothing that you want to watch with Netflix where it is so simple because you start watching movies, rating them, telling Netflix more about your tastes and preferences they start to recommend things to you which save you time and gives you a positive experience. You are incented to tell them more information because the experience just gets better.
Reference the keynote’s discussion
- Powerful, scalable, and flexible on-demand database ever offered to marketers.Get personal by knowing each customer, deeply. Profiles, PreferencesOpportunitiesand intentions.Profile, relational dataPurchase dataExtended profile data (1:many)
Some of us prefer to find a quiet cove to catch some fish with our friend.
And yet if we were a marina trying to sell boats and accessories, the typical strategy that many marketers still use to day is to batch and blast everyone the same message.
Or we might do a little segmentation and send a different message to Tennessee voters.
And a different message to Georgia Boaters. But this still falls far short of delivering the right personalized message to the right people at the right time. With Silverpop’s Engage, there is a better way.
Amazon has done something amazing – they have started to put an end to “the audience”.<pause> Don’t get me wrong: audiences will always be a part of marketing. But there is so much more we can do for our customers and for businesses.
Cut/past ‘Shawn’s’ row from slide 6 to here with the header circles. Below that , let’s have a row of behaviors: Email Behavior, Webform/Landing Page Submits, Web Page Visits, Website Visits, Video’s watched, PDFs DownloadedAnd below that a row of Related Data: Support Calls, Products Installed, Product Catalog,
Marketing department needs to be centered around the customer.
During our research we realized we have 3 distinct buyers—Christina who is a demand generation professional like me, Ruben, our marketing operations leader and Steve who heads up sales.
Finally, we had to combine it all together by putting buyer behavior at the center of our processes.
We must change our habits as marketers and move beyond tactics that drive 3% conversion to tactics that are relevant with every interaction.
Our website had been built to drive traders to our website—and it really worked!!! Millions of records entered our database each month. And our site was all about our data. It had served it’s purpose
During our research we realized we have 3 distinct buyers—Christina who is a demand generation professional like me, Ruben, our marketing operations leader and Steve who heads up sales.
Our challenge was not content; it was serving up the right content to the right audience at the right time. Now we wanted to serve up the right content…To the right audience…At the right time
We created a template for keeping track of each piece of content, a description of what it was all about, the persona it was written for and the phase of the buying cycle it was written for.
Silverpop makes progressive profiling on your website easy once you have your profiling strategy (both implicit and explicit) in place.
Starts on home page with an anonymous visitor
Christina is interested in finding targeted data; clicks on hidden SPOP webform that sets her persona + buying stage, which are actually fields in the SPOP DB.
Talk about DC as though they’re very new to SPOP – for those of you who aren’t familiar with DC, you can choose what words or images are shown based on specific rules – state it in very basic way.Shows high-levelbreakdown of how DC is generated on page. At this point we still only know Christina’s persona + buying stagePoint out title of page (Demand Gen resources) generated by persona and how buying stage influences it.She eventually tells us her email, marketer type, tech vs. non-tech so that she can download the resource.
Christina takes a break from the website; 3 days later, she gets a reminder email to go check out the next piece of content. Engage automated program supports this.
Christina clicks on email to view resource, then downloads file; pushes her to “Propensity” stage.
Christina later revisits the site, sees next resource at “Propensity” level, tells us more about herself, and is pushed to the Decision stage.
So, where has that gotten us? Site has been live for 1 month.
Silverpop supports companies of all sizes across a variety of industries. 1500 customers, 4000 brands, usersSome of our clients are focused on business to consumer, click to buy sales while others support complex, multi-interaction sales cycles, this brings you the best of both worlds helping to understand and incorporate best practices and innovation from both sides of marketing. We work with marketers who want to be leaders in their industries and provide measurable value to their businesses. Highlight relevant industries, peer companies, competitors (if appropriate), local companies, etc. for your audience. Consider including an industry specific slide when appropriate.
Silverpop’s Engage Platform leverages six key elements that allow you to dramatically transform the way you communicate with your customers and prospects.