Tips to improve your reach and

engagement using marketing

automation and triggers

markedu.pt / @markedu / @michaelleander

Michael Leander

Audience scenarios: What

does your funnel look like?

Action reaction No reaction new action Some action new action

100% Start

90-98% left after 1st

action

2-10 %

Draw your

reaction funnel

What matters is

E-motion

not PRO-motion

Automation frees up time…

… and smartens up your communication

The right message to the right person

at the right time in the right place

using the most effective channel

Is this message best suited for ?

a) an existing customer

b) a non-customer

Best approach for selling

subscriptions?

Direct mail

Email Direct mail

Email approach

2

Email approach

3

Email approach

4 Etc.

Charles Tyrwhitt cross-channel

marketing automation

Customer lifecycle marketing automation Differentiated approach addresses different needs

1Pre Sale

2Sale

3 Past Sale

Pre Departure

4Departure

5 Arrival 1.

destination

6 Travel &

experience

7 Comming

home

8 Evaluation

& Reliving

9 Next

Pre Sale

Profiling and knowledge of where the customer is in the ”wheel” opens up for a coordinated and relevant dialogue before,

during and after the initial sales transaction

• Transactional • Behavioral • Targeted

Example Travel

SMS/Email

Insurance Car rental

Excursions Car rental

Recommend to friends

Disappointed or

excited?

Who is Michael Leander?

As CEO, CMO have made marketing mistakes consistently for 20+ years …

… and learned from most of them Speaker in 40+ countries Customer lifecycle marketing

management Judged marketing awards in 15

countries … … great source of inspiration for learning how marketers think & act Board member. Consultant,

trainer, speaker, father of many, husband to one

Founded Markedu

Automating communication can generate impressive results

53% higher conversion

rate

9,3% higher sales quota

achievement

50% more sales ready

leads at 33% lower cost

12,2% reduction in

marcom overhead

70% faster sales cycle

times

Most effective marketing channels

ignored by (most) CMO’s !

• SEO

• Email marketing

• 3

• 4

• 5

Does your team have the skills to

embrace the

technical side of

marketing?

Showstopper

Quick interactive exercise

• Describe the process of your typical morning

• Draw the process so that another person will be able to understand how to “do” your morning

• The Devil is in the detail!

Failing is not a problem. As

long as your organization

learn from each failure

Your ability to create detailed process flows is imperative to implementing marketing automation successfully

Know this: which content to use when!

Validation: Which questions &

concerns might your audience have?

Triggers = quick fixes

A behavior or non-event where you can use smart marketing automation to trigger a marketing action that will stimulate a

different (customer) behavior

A few

challenges

faced by

brands and

marketers

today

“By 2020 customer

experience is expected to

surpass product and pricing

as the key business

differentiator”

Source: Forbes Insights “Customers for Life” in association with Sitecore

Convenience Ease of interaction

Getting and keeping anyone’s

attention is difficult these days.

Buyers have an abundance of choices You need to “nudge” consistently to

earn the desired behavior. And occasionally push hard.

No more sex on

the first date !

On average buyers engage with more than 11 pieces of content

before making a purchase decision

Effective marketing = Increase OTS

Opportunity to see. Find your number through experimentation. Don’t trust your intuition

Tips related to OTS

• Where do you seed first; paid or earned/owned?

• Soft and hard selling phases; build up gradually

• Anything time limited usually performs better

Email marketing: Find your

best frequency through testing

Decide: Is CTR really how you want to measure your success? Or is how effective you convert to the next step – monetary or not?

The old

AIDA

Meet the new AIDA A = Attention (Awareness)

I = Interest

D = Desire

E = Engagement

A = Action

Engage me

Many interactions

to convince & convert

A = Attention (Awareness)

I = Interest

D = Desire

E = Engagement

A = Action

Personalized dialogue

Eyeballs

Engage

$

Engage

Nurture

Re-activate

AIDEA is the new black!

Nudge to change people’s behavior

and turn intentions into actions –

add to the experience

Define a non-event

• Think about a desired action, which could be indicative of a customer intending a specific behavior, but doesn’t materialize

• Then plan: “If the action doesn’t

happen, then we do this !

Brilliant ideas are 1 in 1.000 and (very) expensive to generate.

Execution is bread and butter for CMO’s! Choose strong execution over brilliant ideas

Don’t count the customers you reach – Reach those who count

@michaelleander

Ideas on how to

approach social

media marketing

automation

AID+LIRA Attention > Interest > Desire + Like – Interaction – Recommendation - Action

Engagement Share is good action counts

Like is NOT a currency, engagements converting to actions are @michaelleander #markedu

3 big C’s:

Context, Connectivity, Content

CONNECTIVITY

Desktop Phone Tablet TV

CONTEXT CONTENT

Watching Monday night football and has his phone

Awareness TV Spot and Twitter Sponsored Tweet Ad

As a high LTV prospect, loaded into Fb custom audience list

Awareness messaging via Fb newsfeed

DR remarketing mobile display ad with customized offer for Term Life

Life Insurance Key Word Re-Marketing Pool

Visits site 2 days later on his iPad, recognized as same user

Customized, responsive offer landing page: Online quote

Searches for branded generic keyword; Attitudinal Segment A

YouTube video on how to buy Life Insurance

High-LTV, incomplete quoter re-marketing pool

Personalized offer email

Personalized site landing page with offer Segment A

Perhaps content isn’t King after all? Perhaps context is !

Treat your content assets

with respect

• Repurpose content • Beware time sensitive • Automate republishing

• Automate distribution from blog to social

• Study effect to spot winners. Infuse more energy into winners

The 5-3-1 rule or the 2-5-2 rule?

Mix your content • OPC (Other People’s Content) • Your own value adding content • Promotional content

The Vision for marketers?

> Anticipate customer needs > Provide timely service > Differentiate communication > Personalize communication > Understand preferences > Manage the permission

Speak to customers and prospects in their language addressing the

problems, concerns and aspirations of individuals, not segments

Obrigado Talk to me michael@leander.me