figaro digital seminar: nurturing your ecommerce customers with marketing automation - steven shaw

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

What is

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

Creating your

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?

States, Triggers, Conditions & Actions

Some

Example: Follow-up email

New Order Delivered Cancellation

Example: Abandoned basket

Click to conversion rateopen rate on automated marketing email

*Source: SalesCycle

Abandoned basket statistics

Getting more

Reactivation strategies

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. Dont give up, if you dont see a return in the first instance

D. Always be testing!

Thank you from

steve.shaw@branded3.com @greygorn Branded3.com @Branded_3