How to use undeclared data in the Customer Journey
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Transcript of How to use undeclared data in the Customer Journey
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About80+ webinars to inspire your digital marketing
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Housekeeping• The webinar recording will be available on www.sitecoresummerschool.com within
the next 24 hours• Submit your questions in the chat box, and we’ll attempt to answer them during the
Q&A at the end of the presentation• Tweet us using the hashtag #xxxxxxxxxxx (TBD) to share your thoughts on today’s
presentation!
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GENERATE MORE HIGH QUALITY LEADS BY USING- UNDECLARED DATE AND- REDUCING FORM ABANDONMENT
Mikaël Vandeskelde, Business consultantSidewalk
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â
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GENERATE MORE HIGH QUALITY LEADS
BY USING - UNDECLARED DATA AND - REDUCING FORM ABANDONMENT
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* WHY DO VISITORS LEAVE
* REDUCE FORM ABANDONMENT
* FORM DROP-OUT TRACKING
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* (UN)DECLARED DATA
* CONTEXTUAL LEAD FOLLOW-UP
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WHY DO VISITORS LEAVE ?HOW REDUCE FORM
ABANDONMENT ?
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MOTIVATION
BENEFITS
CTA IMPLIED VALUE
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ABILITYABILITY
UX
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PEACE OF MIND
TRUST
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EASE
MINIMUM
CLEAR
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ENGAGING
TOOL / QUIZ
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MOTIVATIONABILITYPEACE OF MIND
ENGAGINGEASY
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FORM DROP-OUT TRACKING
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FORM DROPOUT TRACKINGTRACK ALL THE INFORMATION ENTERED IN THE FORM
INSIGHTS
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FORM DROPOUT TRACKING
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FORM DROPOUT TRACKING
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FORM DROPOUT TRACKING
ENRICH CONTACT DATALIST MANAGER – E-mail PERSONALIZATION CRM – personal follow-up
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VISITOR TRACKING
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DEVICE
LOCATION
PERSONAL INFORMATION (CRM / FORMS)
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GOALS / OUTCOMES / CAMPAIGNS
BEST PATTERN MATCH
SURF PATH
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(UN)DECLARED DATA & LEAD FOLLOW-UP
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DECLARED DATA – form, search, download whitepaper, ...
UNDECLARED DATA – surf path, location, device, IP address, engagement score, best pattern match, campaigns, goals, ...
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LEAD FLOW
Browse website Submit form Database Follow-up
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Sales rep / customer support / after sales receives
First nameLast namePhone numberE-mail addressOpen text field
CONTEXTUAL INFORMATION NOT AVAILABLE
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First nameLast namePhone numberE-mail addressOpen text field
CONTEXTUAL INFORMATION AVAILABLE
Sales rep / customer support / after sales receives the information
Engagement value: how hot is the lead?Best pattern match: in which segment? Location: where is he coming from?
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ENGAGEMENT VALUE
QUALIFY INCOMING LEADS
HOT > + 100 POINTS > CONTACT WITHIN 24 HOURS BY PHONEWARM > 51 – 100 POINTS > CONTACT WITHIN 48 HOURS BY PHONECOLD > 1 – 50 POINTS > SEND E-MAIL WITHIN 72 HOURS
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BEST PATTERN MATCH
ANTICIPATE CUSTOMER NEEDS AND DESIRES
VERTICAL: AUTOMOTIVE BRAND VOLKSWAGENREQUEST FOR INFORMATION: GOLF > declared informationSEND BROCHURE
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BEST PATTERN MATCH
ANTICIPATE CUSTOMER NEEDS AND DESIRES
VERTICAL: AUTOMOTIVE BRAND VOLKSWAGENREQUEST FOR INFORMATION: GOLF PATTERN MATCH: SAFETY / COMFORT > undeclared informationSEND PERSONALIZED BROCHURE THAT PUTS THESE FEATURES IN THE SPOTLIGHT
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LOCATION
ANTICIPATE CUSTOMER NEEDS AND DESIRES
SITUATION: WEBSHOP OWNER ACTIVE IN BELGIUM REQUEST FOR INFORMATION: PRODUCT XLOCATION USER: LYON, FRANCEANSWER QUERY + “Did you know that we also ship to France + shipping details”
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ANTICIPATE NEEDS AND DESIRES
FEELING: “They know and understand me”
CUSTOMER EXPERIENCE – AMAZE / DELIGHT / SATISFY
BETTER RESULTS
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KEY TAKE-AWAYS
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SPEND TIME AND ANALYZE YOUR FORMS
TRACK VISITOR JOURNEY
ADD UNDECLARED DATA TO YOUR LEAD FLOW
GENERATE MORE HIGH QUALITY LEADS
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QUESTIONS
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THANK YOU
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