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As marketers, we've spent lots of time ramping up email capabilities, building great websites and including sales with our CRM platform. But all this technology exists as independent islands. Now is the time to pull it together. Learn how Nutricia is leveraging Silverpop, buyer personas, its website CMS and more to deliver a personalized customer experience. You'll see how things look from the customer viewpoint and get a bird's-eye view under the technology hood.
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Pulling It All Together
Leveraging Automation, Scoring CRM, and a CMS to Dramatically Up the Customer Experience
Faith Albers + Bill Haskitt
@whereoware
Whereoware: who we are
Creating engaging emails, websites,+ mobile applications
The stats:15 years in the business
Silverpop Platinum Partner2013 consulting partner of the year
2011 agency partner of the year
18 Silverpop-certified email specialists
3 full time email designers
17 developers
Over 50 email clients
1100 individual marketing campaignssent by Whereoware last year
certified partner
A few of our clients
Nutricia, a healthcare division of the food Danone, is focused on nutrition care for individuals for whom a normal diet is not sufficient or possible.
Patient
Caregiver
HCP
Sample
Nutricia offers a variety of different products for individuals based on age and heath condition. Nutricia tasked Whereoware with personalizing their customers’ online experience.
Lifetime customer
?
Using the Silverpop and EPiServer integration,
Whereoware personalizes website content and
automated emails relevant to each visitor.
90% of Nutricia’s customer base has Phenylketonuria (PKU): a genetic disorder in which a baby is born without the ability to properly break down an amino acid called phenylalanine.
PKU90%
Non-PKU10%Pheny What?
Personas
Caregiver of Child (5-12) PKUCaregiver of Young Child
(1-4) PKU
Caregiver of Infant PKU (0-1)
HCP
Teen (13-17) PKU
Non-PKU Other/Unknown
Whereoware created personas based on age and
condition, so both the website and automated emails
show targeted content relevant to the visitor.
The websiteHow we integrate the personas into the website
Visitor selects Caregiver of infant (ages 0-5), under Other Metabolic Conditions.
The sidebar navigation reflects all the “other” metabolic conditions.
But what happens if you select Caregiver of infant (ages 0-5), under PKU, instead?
Sidebar navigation, Learning Center content, and the header navigation all change to reflect your PKU condition; providing the personalized content and information you’re seeking.
Non-PKU
PKU Child
PKU Adult
The “request a sample” box also changes based on the user’s persona
Behind the scenes
Behind the scenes
Persona is auto-populated in a hidden field, based on the visitor group selected on the website.
But, if we don’t know their persona, we ask their condition
The cookbook request form is progressive. If we already know the answers to the required fields, those fields don’t show up in the form. This way, we don’t ask questions we already know the answers to. IE if we know they have PKU, we don’t ask again.
Behind the scenes – a progressive
form
What site visitors see:
Behind the scenes- Database collects responses Behind the scenes
– a progressive form
What site visitors see:
Behind the scenes(address is personalized
using an iframe)Dynamic, personalized
confirmation page
For each section on the site, we can determine which visitor groups are allowed to see which content.
It’s a show/hide function. Most pieces of content are visible to Everyone by default – but we can restrict certain content to certain visitor groups.
Automated emailsHow we integrate the personas into email
Website Personas: Email Personas:
PKU Infant (0-12m) PKU Infant (0-12m)
PKU Toddler (13m-4year) PKU Toddler (13m-4year)
PKU Young Child (5-12) PKU Young Child (5-12)
PKU Teen (13-17) PKU Teen (13-17)
PKU Adult (18+) PKU Adult (18+)
Non-PKU Non-PKU
Health Care Provider Health Care Provider
MSUD
TYR
GA1
HCU
MMA
PPA
UCD
FAOD
IVA
We’ve set up all the website personas, plus
additional personas based on other possible
metabolic conditions.
Hero image changes based on age
Product image changes based on age + metabolic condition
Email copy and images are then personalized based on persona.
Personalized email content + images based on persona.
Confirmation email
Sample requested
Survey emailAdditional
steps needed
Sample approved?
yes no
Sample request
SPOP features used
Relational TablesPersonalization
Lead RoutesWebforms (iframe)
Silverpop steps when a product sample request is filled out.
Sample Request Program
Sample request form submitted
Sample Request Program
Confirmation email
Sample requested
Survey email
Sample approved?
yes
SampleRequest Program
Confirmation email
Survey email
Sample approved?
yes
Personalized based on sample type requested
Each “button” takes customer to a different survey
If approved, an automated email is sent with a survey about the sample the customer received.
Sample Request Program
Confirmation email
Sample requested
Survey emailAdditional
steps needed
Sample approved?
yesno
If denied, customer is sent an email asking them to take additional actions to get a sample.
Behind the scenes
Lead Routes send survey information to sales rep for a follow-up.
Behind the scenes
Lead Routes send survey information to sales rep for a follow-up.
Behind the scenes
The futureWhere do we go from here…
Future Plans
• Add an onboarding program to nurture patients through different life stages
• Focus on HCPs more with automated nurture programs
• Add lead scoring to help sales reps identify hot leads
Lead Scoring
HCPs actions Pts
Clinic + patient sample requests 10
Visits website 3
Opens email 3
Clicks email 5When lead score = 20 + not
prescribing Nutricia products
Big picture
• Identify the goal of your website and email program
• Categorize your personas + understand how their needs differ from each other
• Map out each personas’ communication path• Ensure content on your website + email support
each other
Bill Haskitt
703-889-1212
Website: www.whereoware.com
Twitter: @whereoware
Facebook: www.facebook.com/whereoware
Blog: www.whereoware.com/blog
get in touch