Figaro Digital Seminar: Nurturing Your eCommerce Customers With Marketing Automation - Steven Shaw

•

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Steve takes a look at what marketing automation is and how it can be used to help drive increased revenue, return custom and help build lifetime customer value.

Marketing

• What is Marketing Automation?
• Creating your automation plan
• Some examples of Marketing Automation
• Getting more sophisticated
• Final thoughts
Agenda

greater average deal sizebetter lead conversion rate
*Source: Aberdeen Group - “Marketing Automation 101: Ensuring Early Success with the Basics; Maturing Your
Deployment for long- term ROI”, June 2010
Marketing Automation statistics

Understand your customer
• What is your customer journey?
• What part of the journey do we
want to influence?
• What data do you have about
your customer?
• What are your desired outcomes?

Example: Follow-up email
New Order Delivered Cancellation

Click to conversion rateopen rate on
automated marketing email
*Source: SalesCycle
Abandoned basket statistics

Keep your plans simple and relevant
A. Find a technology partner that matches your vision
B. Be selective about where you want to influence the journey
C. Don’t give up, if you don’t see a return in the first instance
D. Always be testing!

Thank you from
steve.shaw@branded3.com @greygorn Branded3.com @Branded_3

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