smarter marketing campaigns
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Ellen Valentine, Silverpop @EllenValentine
Suzanne Carawan, etouches @SuzanneCarawan
Smarter Marketing Campaigns
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@EllenValentine
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Everybody Loves Crock-Pots… Set it & Forget it
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Mise en Place
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Rules
Timing Templates
Data
Sources
Marketing Automation: Set it & Forget it
Automatically Send
emails based on:
• Registrations
• Cancellations
• Date Milestones
Content
What is Marketing Automation?
Centralized Database Alerts & Routing
Scoring
Automation
Segmentation
Landing Pages
Webforms
Integrations
Reporting
Personalization
Registration
Email Follow up
Automated Emails
Automation Nurturing Meaningful Interactions
Business Rules, Data
Dynamically Generate Content
Nurturing Improves ROI
• Nurture campaigns have 2X the Open Rates and 3X the Click-Through-Rates of one-off emails
• 23% shorter deal times for nurtured than non-nurtured leads
• Higher win ratios for prospects touched 3-4 times per month by marketing nurture campaigns.
• 47% higher order value from closed sales that were nurtured versus sales that were not
Source: Aberdeen, Sirius Decisions, and Silverpop Research
9 Batch & Blast Emails
10 Behavior-driven, Rules-Based Automated Marketing
Manual
Automated
Response Rates / Engagement
Ma
rket
ing
So
ph
isti
cati
on
Behavior-based Messages (Multi-Track)
Time-based Messages (Drip, Simple Nurture)
Targeted Mailings based on Segmentation
Mass Mailing to a broad database (E-blasts, Batch & Blast)
Broadcast to Behavior Bto1 Individual Messages
Behavioral Triggered Email
Individual Timing
Demographics
External Data
Bto1 CRM Data
Product Data
Customer Service
Registration Lists
Shopping Cart Data
Automated, Individualized Communications
Behavior
Event Data
Profile Data
Relational Data
Behavioral Data
Email Email
ESP BMA
Where are you Relevant?
Web
Forms Social
Profile Data
Relational Data
Behavioral Data
Query
Large Audience
Click Send
ESP BMA
When are you Relevant?
Define Targets
Large Audience
Listening for live Behaviors
Individual Messaging
Email Web Content
The Power of Personalization - Air New Zealand
Personalization in Action: Air New Zealand Automated Event-Based Dynamic Content In action
Automated, Personalized
Don’t be afraid to jump in
Silverpop The Unified Digital Marketing Platform
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@suzannecarawan
Leonora Valvo, CEO
Unified Digital Marketing Platform in Action: Think Pink
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Challenges:
-little time
-big reach
-big return
-continuous touchpoints
Unified Digital Marketing Platform in Action: Think Pink Using Interconnected Systems
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etouches
silverpop
salesforce
Corporate website
(PR Newswire)
vimeo
Tumblr blog
g+
Solution:
Pre-Integrated
Systems!
Unified Digital Marketing Platform in Action: Think Pink Campaign
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Solution:
-crowdsource
content
-make it about the
user
Unified Digital Marketing Platform in Action: Think Pink Campaign
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Handling Multiple Audiences
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client
partner
board
press
party invite
Unified Digital Marketing Platform in Action: Handling Multiple Audiences
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americas
emea
asia pac
Unified Digital Marketing Platform in Action: Unified Landing Page
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Solution:
One Landing
Page for
Tracking
Unified Digital Marketing Platform in Action: Think Pink
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emails
landing page banner ads
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Unified Digital Marketing Platform in Action: Think Pink
continuous
touchpoints
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Unified Digital Marketing Platform in Action: Think Pink
solution:
automatically
transfer data
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continuous
touchpoints