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