This presentation used in electronic commerce conference "E-komercija '16" by Bartosh Kotulski from company SALESmanago.

1. How Marketing Automation
Boost Sales and Increases
Retention: Ecommerce
Case Studies
Bartosz Kotulski
Head of International Sales

2. About SALESmanago
First in Poland and one of the first Marketing Automation system in Europe
Chosen by over 4000 customers in B2B, B2C and eCommerce across 40 countries
Customers include global corporations and small & medium companies
SALESmanago is among TOP 7 Marketing Automation platforms in Global Datanyze ranking
Our solution was described by leading top US technology portals: TechCrunch & VentureBeat

3. Source: VentureBeat

4. MARKETING AUTOMATION
AS SOLUTION

6. c

7. John Wanamaker (1838 – 1932) – pioneer of modern
marketing. Invented Money back guarantee
„Half the money I spend on
advertising is wasted. The trouble
is I do not know which half.”

8. eCommerce problems
Treating all
contacts the
exact same
Ignoring the
customer
after the
purchase
One channel
communication
No real
segmentation
Non-behavioral
data
Improper
time of
contact

9. Consumer Behavior is shifting
• The buyer controls up to 70% of the buying process
Today’s buyer doesn’t need a direct contact with a company or it’s sales rep to make
a rational buying decision. Company’s sales and marketing departments have no
control over the decision making process of the customer
• 80% of customers make an online research before
buying
Today’s Customer makes a lot of online Research before buying and gets the
information from multiple sources.

11. Knowledge about customers
Automatic processes building value
Accumulation of knowledge
Marketing & Sales Alignment
Analysis and optimization

12. How does it work
• SALESmanago identifies people and companies visiting your website then monitors
and analyzes their online behavior.
• The system based on this data performs automatic segmentation and automatic
marketing actions in all marketing channels:
E-Mail Marketing & Newsletters
o (dynamic content emails and offers)
o Dynamic personalized website content (banners, text, contact forms)
o Mobile Channel (SMS, VMS, Mobile Apps)
o Remarketing (Google, Facebook, RTB)
o Call Center & Direct Sales
• Additionally, all the transactional data from your CRM/ERP can be used in the
automation processes.

17. Real-Time website monitoring
Identify and monitor your website users. Monitor the interest of anonymous users
that are visiting the site.

18. Customer Behavioral Profiles
On the dashboard you can see all the identified contacts that visited your website
along with detailed overviews for each individual visit.

19. eCommerce NextGen
SALESmanago Next Gen module is a complete solution for
every online store. It provides analytics to gather information
about which products and categories interests each particular
user.
Analytics is divided into four sections:

TOP 5 viewed products,

TOP 5 clicked products,

TOP 5 viewed categories,

TOP 5 clicked categories.

20. The module collects data:

For individual users and for the whole base,

For particular products and for categories,

Per day, per week and per month.
Automated analysis delivers the following results:

Recognizing most often watched and clicked products and categories (both for individual contact and
for the whole base),

Identifying which products are viewed together (and clicked together), so for each product we can
match ones that often go along with it (are viewed, clicked or bought with it).
Customer behaviour and interest analysis

21. Recommendations and Next Best Offer Engine
NextGen for E-commerce module allows designing dynamic
messages and banners with recommendations with easy
drag&drop creator.
Advanced product retargeting:

Product last clicked by the user

Product last viewed by the user

Product most clicked by the user

Product most viewed by the user.
Advanced “Next Best Offer” recommendation based on last viewed and clicked product:

Similar product most often clicked by other users

Similar product most often viewed by other users.

22. Dynamic e-mail

multiple best products on search &
product pages,
· products selected both based on
category and price and on browser
history (viewed and clicked),

suggested products in the email,

26. Abandoned cart e-mail
• Sent after the visit and resent if
there's no conversion
• Up-sell/Cross-sell possibilities
• Ability to add special coupons

27. Recommendation frame
· Ability to handle marketing offers using
realtime browser behavior
· Products viewed / clicked by user during
the visit
· Next best offer option

28. Dynamic pop-ups
· Both text and graphics are
dedicated for customer profile
· Contact form build based on current
website visit
· Lead generation possibilities

29. Dynamic website content
· Ability to handle marketing offers
using realtime browser behavior
· Decision made on search query
· A/B/X tests possibilities

31. Personalized remarketing
• Matching adverts to specific
client profile
• Campaings for specific users
basing on data collected
• Reaching a much larger
group of users

32. Anonymous Marketing Automation
• Personalized e-mails even
without having recipient’s
address
• Tracking unidentified
visitors’ behavior and
combines this with the data
in Remintrex system

33. Mobile channel
• One-to-one sms sent after the
visit based on the
segmentation
• SMS reminders
• SMS follow-up possibilities

34. Beacons for offline tracking
• Automatic response after
customer's visit in the offline
shop
• Personalization of website
content based on clients offline
behavior inside the shop
• Automatic SMS or push
notifications with offer tailored to
behavioral and purchase profile

35. Mobile Marketing Automation (APPmanago)
• Appmanago.com
• Monitoring of user’s behaviour
in mobile application
• Automated, 1-to-1 push and in-
app notifications and e-mails
• Real-time app users
segmentation and analytics

38. CASE STUDIES

39. Case 1: Rainbow Tours

40. Case 1: Rainbow Tours

41. Case 1: Rainbow Tours

42. Case 1: Rainbow Tours

43. Case 1: Rainbow Tours

44. Case 1: Rainbow Tours

45. Case 2: C21 Be Brave

46. Case 2: C21 Be Brave

47. Case 2: C21 Be Brave

48. Case 2: C21 Be Brave

49. Case 2: C21 Be Brave

50. Case 2: C21 Be Brave

51. Case 3: Meble VOX

52. Case 3: Meble VOX

53. Case 3: Meble VOX

54. Case 3: Meble VOX

55. Case 3: Meble VOX

56. Thanks!
bartosz.kotulski@salesmanago.com
www.salesmanago.com
www.appmanago.com