marketing automation: set it, forget it and get better results!
DESCRIPTION
As an event marketer, your pre and post-show event checklists often seem to grow overnight. In this webinar, Ellen Valentine will share crucial insight on how to efficiently improve your results by using Marketing Automation. She'll discuss ways that you can automate all aspects of your event marketing plans to drive higher attendance and post-event results. She'll also explain how to use dynamic content to deliver highly personalized messaging that gets results. It's a whole new approach to managing your event initiatives in 2013 that you won't want to miss.TRANSCRIPT
Behavioral Marketing for the Modern Event Marketer
Ellen Valentine
@EllenValentine
The Common Response
Batch & Blast
The Common Response
Segmented Send: Manufacturers
The Common Response
Segmented Send: Travel & Leisure
Let’s build a Master Database ERP HQ REGIONAL
OFFICES PRODUCTS
PURCHASED CRM
SAN FRANCISCO
CHICAGO
ATLANTA
NEW YORK
IRVINE, DALLAS,
ATLANTA
PEORIA, OAKBROOK
SEATTLE
FARGO, HOUSTON
PRODUCT A
PRODUCTS A, C
PRODUCTS B, C
PRODUCTS D, B
The richer your Master Database the more powerful, relevant and personal you’ll be.
Carey Smith 1000
Gateway Drive San
Francisco, CA 93820
Shawn DeWitt 4992
Michigan Ave, Chicago,
IL 09030
Sheila Jones 4022
Peachtree Rd Atlanta, GA
30003
Steve Jones 888 Madison
Ave, New York NY 10022
CHICAGO PEORIA, OAKBROOK
PRODUCTS A, C
Next Capture & Append Behaviors
Website Email File
Website Visits
Video’s watched
Email Behavior
Webform/ Landing
Page Visits
Web Page Visits
PDFs Downloaded
Shawn DeWitt 4992
Michigan Ave, Chicago,
IL 09030
CHICAGO PEORIA, OAKBROOK
PRODUCTS A, C
Website Visits
Video’s watched
Email Behavior
Webform/ Landing
Page Visits
Support Calls
Products Installed
Product Catalog
Web Page Visits
PDFs Downloaded
Supplement with Related Data
Other Company Data External Data
5 day Weather Forecast
Maint Contracts
The End Result?
An incredibly rich go to market Database Portfolio
CHICAGO PEORIA, OAKBROOK
PRODUCTS A, C
Website Visits
Video’s watched
Email Behavior
Webform/ Landing
Page Visits
Support Calls
Products Installed
Product Catalog
Web Page Visits
PDFs Downloaded
5 day Weather Forecast
5 day Weather Forecast
Maint Contracts
Rules-Based Communications: A Real World Example
Role = technology +
Product A owned +
Product A Purchase Date 2011 +
No Current CRM Opportunity +
Industry = Chemicals + Clicked on Products Page on Website
Example: Product A Maintenance Upsell Campaign Rules:
Anyone that matches our rule will get this email:
Dear Shawn,
Since you purchased Product A, we have listened to everyone’s enhancement requirements and we have great news. We are pleased to announce Product A+. We’d like to invite you to our exclusive launch party at the Riitz Carlton on March 23, 2013.
Congrats on the Giants Win!
Mark Abernathy Relationship Manager [email protected] Thanks for your interest in Acme Home. Check out our latest products.
The Automated Program Waits for Rule Matches Message
Sent on 3/15/13
Message Sent
on 4/15/13
Message Sent
on 6/15/13
• Program actively ‘listens’ for rule match based on behaviors and data values.
• Only when there is a match is the email sent
Database Size 45,000; number of emails sent in 90 days = 3! Set it and Forget it! Staff is free to work on other projects!
The Power of Personalization - Air New Zealand
Personalization in Action: Air New Zealand
Automated, Personalized
17
38 offices
40 versions 200 versions
Read the case study:
Silverpop.com > Resources
Newsletter Program:
18
185 Shopping Centers/43 States
24,000 Stores
19
Used to spend 600 Hours a Month
working on newsletters versions
Using Dynamic Content:
• 90% Reduction in number of
newsletter templates
• 60% Reduction in Production
Time
• 12% increase in deliverability
20
Dynamic Content Action Plan
Decide which templates can be combined by
using Dynamic Content
Develop If/Then Content Rules & Content
Set up master templates
So
ph
isti
cati
on
Behavior-based Messages (Multi-Track)
Segmented Sends
Batch & Blast
From Broadcast to Behavior Bto1 Individual Messages
Time-based Automation
Email Marketing
Marketing Automation
Behavioral Marketing
Customer Experience
Rule-based Automation
Marketing Automation: A Multipurpose Toolkit for Marketers
Centralized Database
Alerts & Routing
Scoring
Automation
Email Segmentation
Landing Pages
Webforms
Integrations
Reporting
Personalization
23
Send Reminder Emails
Notify Track Attendees
New Registrant Welcome
Early Bird Reminder
Spouse Program Changes
Build Registration Forms
24
Rules
Timing Templates
Data
Sources
Marketing Automation: Set it & Forget it
Automatically Send
emails based on:
• Registrations
• Cancellations
• Date Milestones
Foundation for our Success: Unified Digital Marketing Platform
25
Corporate website
Foundation for our Success: Unified Digital Marketing Platform
26
Corporate website
Registrations
Track Selections
Hotel Block
Payment
Pre event training
Event Website
Rep Notifications
Advanced Email
Newsletters
Landing Pages
Automation
Dynamic Content
Publish to Social
Share to Social
Social Sign in
Send Time Optimization
POP-In
Social Buzz
Screen Size-apalooza!
Mobile 64% higher
CTR
Regular
A/B test sent to frequent
mobile openers
29
Unlocking Behavioral Marketing Automation:
Moving to a Persistent Marketing Database
Persistent Master Database
Purchase
History
Product
Catalog
Behavioral
Data
Contact
Lists
Relational
Tables
Maintenance
Contracts
30
Behavioral
Data Watched a Video
Downloaded a File
Opened an Email
Clicked on a Link
Submitted a Webform
Been Sent an Email
Viewed a Website
Viewed a Webpage
The Behavior Database is Built Automatically
When Webtracking is Turned On
Behaviors Captured:
Event Data Collection via iPad
32
Sweepstakes & Scavenger Hunts
Run sweepstakes and scavenger hunts based on when someone checks in to a location with Foursquare or Facebook
Confirmation Page
Email Confirmation
Participants Check-In
Reporting & Winner Selection
Built in Social Conversations
- Share to Social
- Publish to Social
- Social Sign-in
- Social Tracking
Social Connect
Don’t be afraid to jump in
more information
sales: Steve Mackenzie
marketing & PR: Dan Murdoch
support