JAMA Silverpop Presentation - Ellen Valentine | 9.12.13

Jacksonville AMASeptember 12, 2013

Ellen Valentine@EllenValentine

c

Marketing has Changed

“The EmpoweredCustomer is now in controlof the

Business Relationship”

Want the report? Search for IBM CMO Study

Marketing Has Changed

“Should I get a _______Or a _______”

Marketing Has Changed

5

The 57% Challenge

Buyers Favor Personalized Experiences

VS

The Amazon Tailored Experience

7

Marketing Has Changed – You do it too!

9

Feeling overloaded?

10

Are you on The “MarketingHamster Wheel”?

Unleashing the Power of Behavioral Marketing

How Marketing Can Lead Your Organization

Tranforming the Customer Experience

Vision

Skills

Data

Technology

1. VisionUnderstanding What’s Possible

19

Your executives must have a vision for how things are changing and what is possible with the new

marketing technologies

Get an outside briefing if you need it!

Executive Vision

21

AnalyticsDW

Email WebsiteData

WarehouseContent/Offers

Marketing Organizational/Operational Silos

22

Email

Website

AnalyticsData

Content

Holistic Leverage

TransformsThe

Customer Experience

IT

Support

Product

Finance

2. DataThe Best ‘Actionable Database’ will win

the hearts and mind of the prospects/customers/consumers

Get personal by easily managing everything you know about each customer – at scale.

MARKETING DATABASEStores Everything

The Typical Strategy

Batch & Blast

15% off on all fishing

boats between now and

August 31, 2013!

The Common Response

Segmented Send:Tennessee Prospects

15% off on Product

Widget A if you buy

between now and the

end of March 31, 2013!

Tennessee Boaters:

15% off on Outboard

Motors if you buy

between now and the

end of August 31, 2013!

The Common Response

Segmented SendGeorgia Clients

Georgia Boaters:

Get 15% off on

Navigation Systems if

you buy between now

and the end of August

31, 2013

Segments

Audiences

Let’s build a Master Database

Top Sail40

Sailboat

Slim & Fast 380

BoatOwne

d

TargetSegme

nt

ShowVisits

Age of Boat

LastMarina Visit

Hot Dogger

FamilyMemories

Gone Fishin

San Francisco

Lake Michigan

Miami

Hampton

6/1/2005

2 Years

5 Years

6 months

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 09030Sheila Jones 4022

Peachtree Rd Atlanta, GA 30003

Steve Jones 888 Madison Ave, New York NY 10022

SunsetRomantic

9/5/2012

6/1/2005

2/1/2013

10 Years

Family Cruiser

34

SmoothStalker

24

Hot Dogger

Next Capture & Append Behaviors

WebsiteEmailFile

Website Visits

Video’s watched

EmailBehavior

Webform/ Landing

Page Visits

Web Page Visits

PDFs Download

ed

Shawn DeWitt 4992

Michigan Ave,

Chicago, IL 09030

Ravens

Slim & Fast 380

Lake Michigan 2 Years9/5/2012

Current Inventor

y

Products

Owned

Product Catalog

Supplement with Related Data

Other Company DataExternal Data

5 day Weather Forecast

Rep Assigne

d

Hot Dogger

Shawn DeWitt 4992

Michigan Ave,

Chicago, IL 09030

Ravens

Slim & Fast 380

Lake Michigan 2 Years9/5/2012

Website Visits

Video’s watched

EmailBehavior

Webform/ Landing

Page Visits

Web Page Visits

PDFs Download

ed

Rules-Based Communications: Example

Segment = Hot Dogger

Marina Visit in the last year

Owner of Fast Cigarette Boat

Example: Trade In/Upsell Campaign Rules:

Downloaded the PDF Spec Sheet of Cigarette Speedy 2013

Anyone that matchesour rule will get this email:

Hi Shawn –

We have September specials & Cigarette Boat Trade InsPlus we have just received new 2014 models at the Marina. Come in to test drive this weekend. These guys are FAST!

Congrats on the Bronco’s Win

Steve

The Automated Program Waits for Rule Matches

Message Senton

3/15/13

Message Senton

4/15/13

Message Senton

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 = 300!Set it and Forget it! Staff is free to work on other projects!

38

Database Action Plan

Executive Education & Commitment - VisionReview all existing data elements for potential useTurn on Web Identity TrackingMerge Contact Lists into Master DatabaseAppend Additional Data if neededCollect more profile data via webformsLink to Related DataIntegrate CRM if neededTie to External Data

3. TechnologyManaging Individual Data

Marketing at Scale

By 2015, CMOs will buy more technology than CIOs.

Source: 2011 MLC Customer Purchase Research Survey; Marketing Leadership Council research

What Tools are in your Tool Kit?

Centralized Database

Alerts & Routing

Scoring

Automation

Email

Segmentation

LandingPages

Webforms

Integrations

Reporting

Personalization

ProgressiveProfiling

WebTracking

LocationMarketing

4. SkillsDon’t use your mother’s marketing tactics

Marketing Department – Meet the Customer

CustomersDemand Gen

Digital / Interactive

Email Social

Search

Corp Comm

Build Our Personas

Demand Gen Operations(Data Management) Sales Leadership

Tech Non-Tech Tech Non-Tech Tech Non-Tech

Christina Ruben Steve

Goal 2 – Understand

Our Buyers

Marketing Automatio

n

CRM

Website

Direct Mail

Social

Email

Put Buyer First

Profile Data

Relational Data

Query

Large Audience

Click Send

Shift To Individualized Campaigns

Query/Rule

Large Audience

Listening for Live Behaviors

Individual Messaging

Email Web Content

Behavioral Data

Mobile

Manual Automation

47

--Jesse Gray AVL Group eMail Marketing Manager

After automating:• 40% increase in leads• 20% more time to work on other stuff

“I’ve got to get Automated”

Digital MarketingIn Action

Netprospex

The Old WebsiteOur

Story

Our Data

Our Way

Build Our Personas

Demand Gen Operations(Data Management) Sales Leadership

Tech Non-Tech Tech Non-Tech Tech Non-Tech

Christina Ruben Steve

Goal 2 – Understand

Our Buyers

110 New Pieces of Content!

Offer LibraryGoal 3 – Build Up a

Content Library

Content Framework

InventoryAssignCategorize

DG DM SP10

ActionsB2B DM Guide

Sales Pro

SectorPlano-Gram

What Not to

Do

Try a Search

5 Strategi

es

4 Reasons

10 Cold CallsCAN SPAM

Compliance

DQ Video

Try a Search

ConfioCase Study

Why Outsourc

e

AG Saleswor

ksSD Profile

SD Profile

SP Tool Guide

Engage

Propensity

Decision

Goal 3 – Build Up a Content Library

WebsiteContent flow

WebsiteEngage Toolkit

Landing Pages

Progressive

Webforms

Dynamic Content

Automated

Programs

…and only 2 database fields

Christina’s profileDG DM SP

EngagePropensi

tyDecision

Profile Data


EngagePropensi

tyDecision

Profile Data

DGEngage


EngagePropensi

tyDecision

Profile DataEmail: [email protected] Type: B2BTech Marketer? Yes

DGEngage

mailto:[email protected]

Christina’s profileDM SP

Propensity

Decision


DGEngage



Propensity

Decision


DGEngage

Propensity

Engage



Decision

Profile Data

DGEngage

Propensity

Decision

Email: [email protected] Type: B2BTech Marketer? YesName: Christina SmithTitle: Director of Marketing

Propensity


Results to Date:1. 12.5 x increase in visit duration

2. Doubled # of pages visited

3. 30% reduction in bounce rate

4. 7% increase in conversion rate

62

Now it’s your turn to get organized

List all the categories of emails you send

Identify automation program Candidates

Leverage the whole organization

Email Channel

Promotional

Newsletters

Offers

Transactional

Order Shipment Confirmation

Password Recovery

Credit Card Failure Notification

SmartPaks Cancel Confirmation

Returns Notification

Order Delivered Confirmation

Delivery Confirmation

Order Confirmation

Lifecycle

SmartPaksWelcome

Order Reminder

Abandoned Cart

Post Purchase Review

SmartPaks Up-sell

Consumable Replenishment

Browse Behavior

ColiCare

+ 8 More

24 triggered and transactional

programs in place, ~50 unique automated

mailings/day

B2B Digital Marketing Channel

Promotional Emails

Newsletters

Offers

Transactional Emails

PDF Download

Blog RSS

Browse Abandon

Score-based Routing

Client/Prospect Online

Event Registration

Video Watched

Forgot Password

Lifecycle Emails

Welcome

Nurture

Recycle

Trial to Purchase

Event Marketing(Template)

Onboarding

Upsell/Add-ons

Inactives -Reactivation

Email Channel

Promotional Transactional Lifecycle

Build your AutomationGame Plan

66

Get Organized Action Plan

Organize all your email initiatives:• Promotional• Transactional• LifecycleLeverage Strengths Create Work-Arounds for Weaknesses

67

Automation Action Plan

Decide on Automation CandidatesDecide on Goals of ProgramDevelop Program Entry RulesDevelop ContentHand Draw Program LogicDevelop small database to test AutomationScenariosLaunch!

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1. Get Executive Commitment for this new era of Digital Marketing

2. Build a World Class Master Database

3. Leverage your Digital Marketing Platform\

4. Become a digital marketing heavyweight

Get Intense

ebook

Download ebookhttp://www.silverpop.com/Documents/Whitepapers/2013/WP_SiriusDecisions_Vision_Skills_Data.pdf

http://www.silverpop.com/Documents/Whitepapers/2013/WP_SiriusDecisions_Vision_Skills_Data.pdf



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Thank You!

Ellen Valentine@EllenValentine

JAMA Silverpop Presentation - Ellen Valentine | 9.12.13

Technology

Transcript of JAMA Silverpop Presentation - Ellen Valentine | 9.12.13