Your Lack of Creativity is Costing you the Gift of Sales
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Watch the webinar: goo.gl/hZLw07 As the demand put on sales and marketing to drive results increases, it causes us to knuckle down and get the job done, which often leaves little room for creativity. But here’s the thing—your lack of creativity is costing you sales. Closing deals (and helping them thrive once they’re signed) is about giving your sales team the outlets to engage with customers and prospects in ways that both parties actually enjoy. It’s not hard to break the mold and reignite the creative fire once you’re armed with the knowhow, which is exactly what our session will outfit you with. We’ll look at tips and tricks for creating out-of-this-world customer experiences, and you’ll learn how our successful customers are: - Using the rich behavioral data they collect to create personally relevant content. - Improving operational efficiencies through automated, omni-channel outreach. - Achieving true sales and marketing alignment to enhance funnel velocity.
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Your Lack of Creativity is Costing you the Gift of Sales
- 1. Presented byYour Lack of Creativity is Costing you Sales Presented by Marne Reed Head of Strategic Alliances PFL Kristen Malkovich Solutions Architect & Marketo Champion Perkuto Anna-Maria Kröner Marketing Manager Perkuto
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- 11. Presented byYour Lack of Creativity is Costing you Sales It’s time to go the extra mile… With Ultra-Personalized Experiences
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- 30. Presented byYour Lack of Creativity is Costing you Sales Set Up--Simple and Quick 1. Webhook into Marketo to sync with PFL 2. Data from warehouse and FedEx passed into Marketo 3. Marketo triggered actions a. Emails, scoring programs, nurtures 4. Salesforce triggered actions a. Tasks, campaign attribution
- 31. Presented byYour Lack of Creativity is Costing you Sales Benefits Synchronicity between outbound and inbound marketing tactics Increased engagement, awareness and branding Key part of ABM strategy
- 32. Presented byYour Lack of Creativity is Costing you Sales Questions & Answers Marne Reed Head of Strategic Alliances Marne@PFL.com @MarneDReed Kristen Malkovich Solutions Architect & Marketo Champion Kristen@Perkuto.com @Kristen_Malk Anna-Maria Kröner Marketing Manager Anna@Perkuto.com @Annariak
- 33. Presented byYour Lack of Creativity is Costing you Sales >> hello.perkuto.com/martech-bob Inventions, Obsession, and B2B Marketing Attribution Why Effective Marketing Automation Starts with Data Enriched Inbound Leads Outbound vs. Account Based Marketing: Friend or Foe? The Secret to Turning Your Blog Into an Email Marketing Machine May 26, 2016 The Intersection of Predictive and Account-Based Marketing June 16, 2016
Notas do Editor
- As marketers our job is pretty simple. Right? Create demand Make happy customers Who become loyal repeat customers
- That’s a tall order. With the massive amount of pressure to reach “our numbers,” many of us turn into email sending, ad blasting robots…Must send emails…must make calls …must make my number…. If a little is good… a lot must be better. As marketers we inundate our customers. Consumers see 3500+ messages in one day…your old ways of doing things won’t get you where you need to be.
- One of the other tactics we deploy as marketers is: Special offers and discounting – This is what we do, because is works to some extent. But it has an impact on our margins and an impact on our brand. Our customers now expect the discount at every corner
- This is not marketing This is discounting. AND this is boring Anybody can do this
- Also, can we please start being more relevant? If I’m reading an article on a cruise ship wreck. Chances are I’m not in the mood to book a cruise. Even at 75% off. In the moment this all seems like a great idea but in reality this all has a cost
- Marketing should be a great customer experience. Your customers can enjoy your marketing. This is the point of today’s session. How can we make create that experience our customers value with behavioral marketing
- I believe this can be done by creating segments of one. Moving away from marketing to people as a group, to addressing them as individuals Delivering campaigns that are welcome and that increase engagement
- Being relevant to our customers is key to achieving this That means… Delivering the Right message At the right time and via the right channel. This is what great marketing is all about.
- We are able to collect data like never before: From social media, the web, to the mobile personal tracking device each of us carries. Data collection has become universal. This tees us up for a transformational step in our marketing. And when you combine this ability to collect data with robust capabilities to unify our view of the customer, we are able to align our marketing execution with the desired customer experience.
- It’s time to go the extra mile with ultra-personalized experiences. To the point that it adds a dimension to your experience. And creates loyalty… and occasionally leaves you wondering… How they did they do that?
- Has anyone ever stayed at a Montage? It’s truly an incredible experience. The luxury is great but that’s not what separates it from it’s peers. It’s how they make the experience. The second I departed my rental car at the Deer Valley Montage the valet greeting me by name. It was like I had been there before. At the front desk, it happened again with no visible hand off. At that point I expected the same experience I’ve had hundreds of times before when checking into a hotel. The usual 15 minutes of giving them the information I already entered when I made my reservation. But instead of a cumbersome check-in process, the young woman with a folder and tablet in hand, asked if I had a moment to take a quick tour of the resort. As she gave me the tour and walked me to my room, she was getting to know me in a very non-questioning way, and nonchalantly put some information into an iPad. It was only later that I realized that our conversation was clearly a process of her gathering my likes and dislikes. Everything from the paper I like to read to what type of wine I enjoy. By the time I reached my room, there was a Wall Street Journal, fresh flowers and hand written note with a local restaurant suggestion that was exactly what we had discussed. None of this was an accident. And these personal touches continued over my stay.
- Which made want to know how they can pull this off so seamlessly. They’ve integrated technology across the resort that makes it easy for the staff to capture information, track preferences and guest histories, so that they can make personalized experiences happen. They use social media extensively—that’s how they recognized me the moment I pulled up. They focused on a few key experiences to make our stay truly exceptional. The challenge most of us have when trying to implement behavioral and personalized marketing experiences is that they just don’t scale in our business. There’s just no way we can have teams of people looking at the data and executing on these personalized experiences. Until we apply technology to it.
- So before we dive into how to get started with creating a Rich Behavioral Data strategy, I’d like to see what challenges you are facing with it today. Let’s do a poll to see what’s holding you back from fully leveraging behavioral data today. Please select all that apply. Are you a behavioral data guru who’s just killing it? Do you not have the technology in place to support it? Are you struggling to understand customer behavior? Is it difficult to coordinate and execute campaigns? Or do you lack a clear roadmap? {Anna to share results on the screen and Marne to briefly summarize them}
- So let’s get into a little bit of strategy on how you can address these painpoints…. I believe the secret behind creating great experiences like the Montage did at scale comes down to a few things. First is culture – Your team has to believe in centering everything they do around creating great customer experiences. The next is creating the systems and processes for behavioral based marketing around these basic components.
- The first step is to determine which behaviors you need to track. The best way for us to truly understand our customers is to watch what they do and gain an understanding of who they are. We frequently leverage demographic and psychographic data when we think about segmenting our customers, but to create that segment of one we need to think about behavioral data points. Think about how you want to leverage the data and how you want to communicate with your customers more effectively. While it’s great to track everything. Start small.
- The next step is to unify your view of the customer by integrating your data sets. Start by tapping into the power of a marketing database or your marketing automation platform and CRM. Capture data from Web tracking, CRM, progressive forms, email analytics and more, and feed it into your central database, connecting the dots between a “named person” and all their behaviors and interests.
- Third, Personalize Everything - across all channels. But don’t be creepy - Make it feel genuine and human Dynamic content in a message enables you to automatically replace entire sections of your messages based on certain specified parameters. It’s a powerful way to boost engagement, conversions and revenue. Take this tactic up a notch by creating dynamic content rule sets based on a contact’s behaviors. It’s not just outbound communication, you can also personalize inbound experiences as well.
- And lastly, Automate it! When the customer or prospect’s behavior drives the timing of your messages, you’re communicating on their terms rather than yours. Keep your campaigns simple at first. A big challenge we’ve seen marketers face with behavioral marketing is execution beyond email. Most marketers think of marketing automation as email marketing automation, with a few leveraging mobile and social. But our customers live in a multi-channel world.
- It’s not about this channel or that channel, but about how do we create a customer experience that drives results. And the data is clear -- engaging your customers where they want to be engaged in multiple formats improves response rates and the effectiveness of every channel. This study by InfoTrends is just one of the many that illustrate the fact that multi-channel marketing improves response rates. And all channels can be automated, yes, even direct mail. Our customers determine what key behaviors should trigger a send, whether digital or physical, and automate it through their automation or CRM platforms. Let me give you a few examples of how some of our customers are doing this.
- The Salesforce developer evangelist group seeks to engage developers around the world, because the more engagement they have from their developers means a stronger ecosystem. So they developed an online program, called Trailhead, to educate and engage developers.
- When a developer completes specific modules in the program, the team wanted to reward the developer to keep them engaged and continuing their education. They found the best way to keep these developers engaged was through offering rewards like exclusive t-shirts and swag.
- The learning program was wildly successful, but Salesforce had a problem. The swag closet and the management of the program became pain in the ass. They needed a new and better way to fulfill the rewards. Obviously they already had a powerful CRM in place, so we worked with them to deploy a program that integrated with it. This program listened to developer behavior, and triggered the creation of new task for the developer relations team right in Salesforce to prompt them that it was time to send a gift. For some behaviors it just automatically sends gift based on the data. But sometimes they want to have a more personal touch to cultivate that relationship. In that case the developer relations team was then able to quickly click into the task, see all of the relevant information about that individual, personalize the gift with a customized note, and initiate the send right from Salesforce.
- No packing boxes and dealing with spreadsheets. This took delivery down from weeks and months down to days. And it also created happy developers who completed more modules and shared their engagement via social.
- Another example is with Vivint Home Security. Vivint needed to reduce attrition during the renewal window. They also wanted to improve efficiency and reduce delinquency, while improving the customer experience.
- They recognized that how their system was being used, greatly impacted if a customer would renew. The more features a customer used the more likely the customer was to renew. So they looked at their customer’s behaviors to determine how they should be communicating with them. They identified a few key behaviors and built a simple lead scoring system around them. Mobile app usage, Scheduling Number of users And Frequency of use
- Using their marketing automation platform they built multi-channel campaigns around the scoring model and what features customers were using. By triggering email and mobile push notifications, they found that they where able to increase usage but not users. Since multiple users is a key factor in reducing attrition, they added the send of personalized direct mail to reach the spouse in the household. But what they found was not only did the letters and postcards get additional app users, it actually increased the usage across the board. Their behavioral program decreased cancellations by 30%
- We as marketers have the power to make marketing a great customer experience just like the Montage, Salesforce and Vivint. By leveraging technology and behavioral data we can find those unique insights and create incredible customer experiences that will translate into growth. Let’s pull in Kristin from Perkuto to talk about how this can be done.