Webinar 10 applications of marketing automation

A Digital Solutions Firm delivering Marketing and Technology Solutions

New York . Toronto . Phoenix . Los Angeles . London. Dubai . New Delhi

10 Ways to Leverage the Power of Marketing Automation

2

Shawn De SouzaDemand Generation Practice Director

Presenter

3

Experienced. Founded in 1999Trusted. Diverse business critical projects delivered formid-size to Fortune 500 organizationsVersatile. Experience across diverse verticals, including Financial Services, Technology, Retail, Media & Publishing, Education, Travel and Hospitality and EnergyGlobal. Locations in United States, Canada, Middle-East and India

About eDynamic

eDynamic is a digital consultancy that helps clients acquire and engage customers through cutting edge interactive solutions

4

eDynamic Empowers the Marketing Process

Our capabilities center around empowering the marketer during the entire customer lifecycle, from acquisition to engagement

5

eDynamic's marketing automation offering

Our services are geared to address the challenges in the deployment and use of a Marketing Automation Platform

Marketing Automation

Skills Gaps

Process Gaps

Organizational Readiness

Technical Readiness

Technology Installation

Day to Day Operations

Campaign Design and Execution

Organizational Readiness &

Strategy

Implementation Services

Managed Services

Campaign Design and Execution

Strategy & Consulting

eDynamic Offering

66

Why we are here

7

1. What is Big Data?2. How does big data affect you?3. The three key facets of Big data4. How to get started 5. How to interpret and use data effectively6. How to drive authentic customer engagement

Points covered in this webinar

8

What is Big Data?

9

Technology > Innovation

10

Technology > Innovation

11

Core features of a Marketing Automation Platform

Campaigns• Acquisition• Nurturing• Loyalty• Development

Data• Segmentation• Data

Acquisition• Data

Management• Preferences

Management

Lead Management• Alignment• Lead Scoring• Lead

Assignment• Sales

Enablement

Measurement• Asset

Performance• Campaign

Response• Direct

Revenue Impact

• Influenced Revenue

Functionality

Integrations Track Behavior

1212

Thinking beyond the tools

1313

14

Buyer 2.0

1515

Sources for research and comparison have exploded!

16

Sources

17

The new frugality

Quality is important

Value is in

More diligent comparison shopping

Greater reliance on content – details will matter more

18

Customers are arriving at a decision before interacting with you

19

Technology is affecting the way we communicate

20

10 WAYS TO USE AUTOMATIONPractical ways to leverage marketing automation

2121

#1

22

Events!

23

Live Event – Invitation and Follow-up

24

Live Event – Invitation and Follow-up

25

Events!

26

Online Event – Invitation and Follow-up

2727

#2

28

Engage with Personalization

“Hello Ms YOU-SEARCHED-ON-GOOGLE-FOR-TRAVEL-DEALS-TO-THE-BAHAMAs!”

29

Personalization based on behavior

30

Campaign Personalization

Shawn

De Souza

eDynamic LLC

31

Campaign Personalization

32

“Personal” Follow-Up

33

Web Personalization - Common Scenario

No linkage

34

Opportunities for Web Personalization

Converged Business Network Video

Converged Business Network ROI CalculatorPersonalized Text Block

3535

#3

36

Data cleansing

.

37

Data cleansing

.

3838

#4

39

Engage and Nurture… until they are ready to buy

40

1. Educate your leads – Who are you? What does your organization do? How does this benefit me?

2. Establish credibility as experts

3. Be relevant to the issues of your different segments

4. Differentiate yourselves as an organization they want to communicate with, buy from, donate to

It’s about building trust

Lead Nurturing provides the opportunity to establish a relationship that can lead to engagement and conversions

41

It’s about the Customer’s JourneyEvaluate PurchaseLearn JustifyInterest

Active Search Begins

Solutions Identified

Solutions Evaluated

Against Needs

Validate Decision Made

Actions

Web Search

Review or get admin to look at product on website

and collateral.Ask Personal/Social

Network.

Compare against current and competitive products/services

Peer/Association endorsements Buying Process

Questions

WIFM?Do I really this?

Does it fit my business needs?

Can this replace my current service?

What is the cost (fees)?How much can I spend on

this card?

Who else like me is using this product? What type of benefits is he/she seeing?

How long until I can get full use of this service?

Motivations

Rewards, Promotion, Success, Make life easy

Rewards, Business Savings, Security, Service

(Added Value)

Relevance of Perks, Rewards etc… Confirmation of Perks Risk-free Trial

Pain

Points

No TimeCurrent process is very manual

I have to work weekendsData is not accurate

Barriers

Merchant AcceptanceTied to an existing card Migrating from Existing

card

Merchant AcceptanceMigrating from Existing

card, Linking Bank accounts

T&CsPersonal Liability

Credit History

Supplier CoverageIs it worth switching

cards?Amex approval Process

42

It’s about the Customer’s Journey

Welcome campaigns > Follow-up Campaigns > Sales Accelerator Campaigns > Objection Campaigns > Inactive re-engagement Campaigns

43

Sales Nurture Campaign

Campaign is triggered when Sales nominates prospects that are stuck in a specific Opportunity Stage in the CRM system

Strategy, Design and Deployment

44

• Follow-up email introduces new product offering – Trial Stay to experience brand

Accelerator Campaign

• If contact is still active, and not connected with Membership director follow-up sent

• If contact is still active, and not connected with Membership director follow-up sent

4545

#5

46

Create a Marketing Machine

High-level orchestrated data flow - from various sources in/out of your marketing automation platform integrated with CRM

47

Create a Marketing Machine

High-level orchestrated data flow - from various sources in/out of your marketing automation platform integrated with CRM

4848

#6

49

Customer onBoarding

50

Win back customers

5151

#7

52

Identify hot and cold leads and those in between

Cold Hot

53

Lead Scoring for Prioritization

Determining the Buying Zone

Low level of engagement(Low level of how much the lead wants

to talk to us)

High level of engagement(High level of differentiation driving

purchase intent)

High level of Profile Match(High level of how much we want to talk to the lead)

The Buying Zone

The only leads we should be feeding to the sales field

Low level of Profile Match(Low level of how much we want to

talk to lead)

54

Split the Score

Score Description Marketing Action

A4 The right prospect but no interest.

Priority but may need specific “why now”

messaging.

B1 Good fit and very interested.

Send to sales queue for follow-up.

C1 Not the idea prospect but very interested.

Will they ever be a good fit? Continue to nurture.

D4 Wrong Fit. No interest. Fulfill request and segment out.

54

55

Over Time – Scoring as a ThresholdA1 A2 A3 A4B1 B2 B3 B4C1 C2 C3 C4D1 D2 D3 D4

All go to sales

A1 A2 A3 A4B1 B2 B3 B4C1 C2 C3 C4D1 D2 D3 D4

C2 – A1 go to sales only

A1 A2 A3 A4B1 B2 B3 B4C1 C2 C3 C4D1 D2 D3 D4

A1 – A3, B1 – B2, C1 go to sales only

55

5656

#8

57

Measurement – Predict Performance

58

Test and Learn

5959

#9

60

Using Social

61

Using location

6262

#10

63

Be a Hero

6464

To summarize…

65

1. Improving engagement: Delivering relevant experiences that keep customers or prospects engaged with your organization

2. Maintaining digital dialog: Two-way conversations using multiple channels—web, email, mobile, social media…

3. Nurturing: Move leads through the buying cycle to the point at which they are ready for sales

4. Scoring and prioritizing: Identifying those high-value customers or prospects

MAPs: Leveraging the Digital Footprint

Marketing Automation affords us the “situational awareness” to optimize our ability to acquire and convert customers

66

Automation is Driving Conversions

Eloqua noted that automated campaigns on average have a >200% higher conversion rate than batch and blast

67

The Reward of Higher Revenue

Best-in-Class Organizations deliver a 79% improved company wide revenue growth

6868

Questions?

69

Shawn De Souzashawn.desouza@edynamic.net

http://demandgeneration.edynamic.net

Contact Us

7070

Thank You

71

eDynamic's marketing automation offering

Our services are geared to address the challenges in the deployment and use of a Marketing Automation Platform

Marketing Automation

Skills Gaps

Process Gaps

Organizational Readiness

Technical Readiness

Technology Installation

Day to Day Operations

Campaign Design and Execution

Organizational Readiness &

Strategy

Implementation Services

Managed Services

Campaign Design and Execution

Strategy & Consulting

eDynamic Offering