Nurturing your ecommerce customers with Marketing AutomationAssisting the customer journeySteven Shaw // Digital Director @Branded_3
• What is Marketing Automation?• Creating your automation plan• Some examples of Marketing Automation• Getting more sophisticated• Final thoughts
Agenda
greater average deal sizebetter lead conversion rate
*Source: Aberdeen Group - “Marketing Automation 101: Ensuring Early Success with the Basics; Maturing Your Deployment for long- term ROI”, June 2010
Marketing Automation statistics
Understand your customer
• What is your customer journey?• What part of the journey do we
want to influence?• What data do you have about
your customer?• What are your desired outcomes?
Click to conversion rateopen rate on automated marketing email
*Source: SalesCycle
Abandoned basket statistics
Keep your plans simple and relevantA. Find a technology partner that matches your vision
B. Be selective about where you want to influence the journey
C. Don’t give up, if you don’t see a return in the first instance
D. Always be testing!