Behavioral Marketing for the Modern Event Marketer

Ellen Valentine

@EllenValentine

The Common Response

Batch & Blast

The Common Response

Segmented Send: Manufacturers

The Common Response

Segmented Send: Travel & Leisure

Let’s build a Master Database ERP HQ REGIONAL

OFFICES PRODUCTS

PURCHASED CRM

SAN FRANCISCO

CHICAGO

ATLANTA

NEW YORK

IRVINE, DALLAS,

ATLANTA

PEORIA, OAKBROOK

SEATTLE

FARGO, HOUSTON

PRODUCT A

PRODUCTS A, C

PRODUCTS B, C

PRODUCTS D, B

The richer your Master Database the more powerful, relevant and personal you’ll be.

Carey Smith 1000

Gateway Drive San

Francisco, CA 93820

Shawn DeWitt 4992

Michigan Ave, Chicago,

IL 09030

Sheila Jones 4022

Peachtree Rd Atlanta, GA

30003

Steve Jones 888 Madison

Ave, New York NY 10022

CHICAGO PEORIA, OAKBROOK

PRODUCTS A, C

Next Capture & Append Behaviors

Website Email File

Website Visits

Video’s watched

Email Behavior

Webform/ Landing

Page Visits

Web Page Visits

PDFs Downloaded

Shawn DeWitt 4992

Michigan Ave, Chicago,

IL 09030

CHICAGO PEORIA, OAKBROOK

PRODUCTS A, C

Website Visits

Video’s watched

Email Behavior

Webform/ Landing

Page Visits

Support Calls

Products Installed

Product Catalog

Web Page Visits

PDFs Downloaded

Supplement with Related Data

Other Company Data External Data

5 day Weather Forecast

Maint Contracts

The End Result?

An incredibly rich go to market Database Portfolio

CHICAGO PEORIA, OAKBROOK

PRODUCTS A, C

Website Visits

Video’s watched

Email Behavior

Webform/ Landing

Page Visits

Support Calls

Products Installed

Product Catalog

Web Page Visits

PDFs Downloaded

5 day Weather Forecast

5 day Weather Forecast

Maint Contracts

Rules-Based Communications: A Real World Example

Role = technology +

Product A owned +

Product A Purchase Date 2011 +

No Current CRM Opportunity +

Industry = Chemicals + Clicked on Products Page on Website

Example: Product A Maintenance Upsell Campaign Rules:

Anyone that matches our rule will get this email:

Dear Shawn,

Since you purchased Product A, we have listened to everyone’s enhancement requirements and we have great news. We are pleased to announce Product A+. We’d like to invite you to our exclusive launch party at the Riitz Carlton on March 23, 2013.

Congrats on the Giants Win!

Mark Abernathy Relationship Manager mabernathy@acmehp.com Thanks for your interest in Acme Home. Check out our latest products.

The Automated Program Waits 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 = 3! Set it and Forget it! Staff is free to work on other projects!

The Power of Personalization - Air New Zealand

Personalization in Action: Air New Zealand

Automated, Personalized

17

38 offices

40 versions 200 versions

Read the case study:

Silverpop.com > Resources

Newsletter Program:

18

185 Shopping Centers/43 States

24,000 Stores

19

Used to spend 600 Hours a Month

working on newsletters versions

Using Dynamic Content:

• 90% Reduction in number of

newsletter templates

• 60% Reduction in Production

Time

• 12% increase in deliverability

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Dynamic Content Action Plan

Decide which templates can be combined by

using Dynamic Content

Develop If/Then Content Rules & Content

Set up master templates

So

ph

isti

cati

on

Behavior-based Messages (Multi-Track)

Segmented Sends

Batch & Blast

From Broadcast to Behavior Bto1 Individual Messages

Time-based Automation

Email Marketing

Marketing Automation

Behavioral Marketing

Customer Experience

Rule-based Automation

Marketing Automation: A Multipurpose Toolkit for Marketers

Centralized Database

Alerts & Routing

Scoring

Automation

Email Segmentation

Landing Pages

Webforms

Integrations

Reporting

Personalization

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Send Reminder Emails

Notify Track Attendees

New Registrant Welcome

Early Bird Reminder

Spouse Program Changes

Build Registration Forms

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Rules

Timing Templates

Data

Sources

Marketing Automation: Set it & Forget it

Automatically Send

emails based on:

• Registrations

• Cancellations

• Date Milestones

Foundation for our Success: Unified Digital Marketing Platform

25

Corporate website

Foundation for our Success: Unified Digital Marketing Platform

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Corporate website

Registrations

Track Selections

Hotel Block

Payment

Pre event training

Event Website

Email

Rep Notifications

Advanced Email

Newsletters

Landing Pages

Automation

Dynamic Content

Publish to Social

Share to Social

Social Sign in

Send Time Optimization

POP-In

Social Buzz

Screen Size-apalooza!

Mobile 64% higher

CTR

Regular

A/B test sent to frequent

mobile openers

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Unlocking Behavioral Marketing Automation:

Moving to a Persistent Marketing Database

Persistent Master Database

Purchase

History

Product

Catalog

Behavioral

Data

Contact

Lists

Relational

Tables

Maintenance

Contracts

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Behavioral

Data Watched a Video

Downloaded a File

Opened an Email

Clicked on a Link

Submitted a Webform

Been Sent an Email

Viewed a Website

Viewed a Webpage

The Behavior Database is Built Automatically

When Webtracking is Turned On

Behaviors Captured:

Event Data Collection via iPad

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Sweepstakes & Scavenger Hunts

Run sweepstakes and scavenger hunts based on when someone checks in to a location with Foursquare or Facebook

Confirmation Page

Email Confirmation

Participants Check-In

Reporting & Winner Selection

Built in Social Conversations

- Share to Social

- Publish to Social

- Social Sign-in

- Social Tracking

Social Connect

Don’t be afraid to jump in

more information

sales: Steve Mackenzie

sales@etouches.com

marketing & PR: Dan Murdoch

marketing@etouches.com

support

support@etouches.com