Post on 08-May-2015
description
The 7 Habits of Highly Effective Audience
Developers
August 12th, 2014
#ETWEBINARS
Jeff RohrsVP, Marketing Insights
ExactTarget Marketing Cloud
Ben PippengerSenior Director of Email Products
ExactTarget Marketing Cloud
@jkrohrs @benpipp
TODAY’S SPEAKERS
THE SEVEN HABITS OFHIGHLY EFFECTIVE
#ETWEBINARS
AUDIENCE DEVELOPERS
AUDIENCEASSUMPTIONDISORDER
THE SEVEN HABITS:1. THINK LIKE AN ASSET MANAGER2. WALK IN THEIR SHOES3. MAKE MOMENTS MATTER4. SERVE AND SELL5. HONOR THE INDIVIDUAL6. STAND ON SHOULDERS7. MEASURE AND EVOLVE
HABIT #1: THINK LIKE AN ASSET MANAGER
BUILD PROTECT DIVERSIFY
AUDIENCES ARE YOUR ASSETS
MARKETING AS COST-CENTER
MARKETING AS ASSET-GENERATOR
1,000,000 x $30.00$30,000,000.00
ASSET
SEEKERS AMPLIFIERS JOINERS
SEEKERS AMPLIFIERS JOINERS
BROWSERSLISTENERSREADERS
SEARCHERSSHOPPERSVISITORSVIEWERS
ADVOCATESANALYSTS
COMMENTERSCREATORS
INFLUENCERSREPORTERSREVIEWERSSHARERS
CUSTOMERSDINERSDONORS
EMPLOYEESPARTNERS
SUBSCRIBERSFANS
FOLLOWERS
SEEKERS AMPLIFIERS JOINERS
BROWSERSLISTENERSREADERS
SEARCHERSSHOPPERSVISITORSVIEWERS
ADVOCATESANALYSTS
COMMENTERSCREATORS
INFLUENCERSREPORTERSREVIEWERSSHARERS
CUSTOMERSDINERSDONORS
EMPLOYEESPARTNERS
SUBSCRIBERSFANS
FOLLOWERS
SUBSCRIBERSFANS
FOLLOWERS
SIZE ENGAGEMENT VALUE
“LIST” “AUDIENCE”
HABIT #1: THINK LIKE AN ASSET MANAGER
HABIT #2: WALK IN THEIR SHOES
15K+ email subscribers per week ($450K value/wk)
ALL MARKETING IS NOW DIRECT
HABIT #2: WALK IN THEIR SHOES
HABIT #3: MAKE
MOMENTS MATTER
200K+ Entries in 60s5.4M Hashtag Uses2.6B TW Impressions+211K TW Followers12x Web TrafficA moment that transformed passive
viewers into active amplifiers & followers.
A moment to fill seats & Increase share of wallet.
HABIT #3: MAKE
MOMENTS MATTER
HABIT #4: SERVE AND SELL
$35 Online SaleTransformed
into $800 In-Store Upsell
Build Subscribers. Serve Customers.
Increase Value.
HABIT #4: SERVE AND SELL
HABIT #5: HONOR THE INDIVIDUAL
HABIT #5: HONOR THE INDIVIDUAL
HABIT #6: STAND ON SHOULDERS
HABIT #6: STAND ON SHOULDERS
HABIT #7: MEASURE, TEST & EVOLVE
SIZE ENGAGEMENT VALUE
HABIT #7: MEASURE, TEST & EVOLVE
THE SEVEN HABITS:1. THINK LIKE AN ASSET MANAGER2. WALK IN THEIR SHOES3. MAKE MOMENTS MATTER4. SERVE AND SELL5. HONOR THE INDIVIDUAL6. STAND ON SHOULDERS7. MEASURE AND EVOLVE
Jeff RohrsVP, Marketing Insights
ExactTarget Marketing Cloud
Ben PippengerSenior Director of Email Products
ExactTarget Marketing Cloud
@jkrohrs @benpipp
Q&A
THE SEVEN HABITS OFHIGHLY EFFECTIVE
#ETWEBINARS
AUDIENCE DEVELOPERS
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