7 ways to use customer data and watch engagement skyrocket
DESCRIPTION
Join FullContact and Evergage and learn how to identify, collect and aggregate customer data and turn it into 7 actionable engagement strategies you can implement today. Efficient marketing and selling requires more information about people and companies than is typically currently captured in most marketing databases. Learn the latest tools and techniques for: adapting your website to every visitor based on their real-time behavior (both anonymous and known) accelerating website conversions and the generation of qualified leads tapping into social data for improved targeting and engagement building segments to drive contentTRANSCRIPT
7 WAYS TO
USE CUSTOMER DATAAND WATCH
ENGAGEMENT SKYROCKET.
KIPP CHAMBERSMARKETING ENGINEER
@lloyddobbler
linkedin.com/in/kippchambers
KARL WIRTHCEO/FOUNDER
@wirthkarl
linkedin.com/in/karlewirth
INTRO.
Engage First Time Visitors on Website
Convert Visitor to Lead
Relevant Content for Named Leads
Customer to Advocate
Optimize Outbound Marketing
Q&A
AGENDA.
RELEVANT BEATS GENERICat each customer lifecycle stage.
UNENGAGED VISITOR
ENGAGED VISITOR
LEAD
CUSTOMER
OUTBOUND MARKETING
THE CUSTOMER LIFECYCLE.
ENGAGE FIRST TIME VISITORS.
Carting rate has increased 162% since launching this modal.
LOCATION
3x increase in revenue from the Pinterest channel
REFERRING SOURCE
B
CLICKS.
10x increase over the control group in time on the site
MOUSE MOVEMENTB
Relevance is key to good marketing
Must know what your potential customer needs
Even a photo can build a stronger connection
ENGAGE FIRST-TIME VISITORS.
“I just want to talk to a real person.”- Everybody (at some point)
ENGAGE FIRST-TIME VISITORS.
ENGAGE FIRST-TIME VISITORS.
CONVERT VISITOR TO LEAD.
RELATIONSHIP: Stayed BeforePERSONA: Family VacationerINTENT: Explore Summer Options
RELATIONSHIP: Visited WebsitePERSONA: Serious GamblerINTENT: Book Vegas Trip Today
fk
TODAY, A WEBSITE DOES NOT RESPOND DIFFERENTLY.BUT A TRAVEL AGENT DOES.
k
1. UNDERSTAND PERSONA- INTENT
4 visits to site in past week
2 checks of availability in last 2 hrs
15 min on events for next week
But now bouncing off site
RELATIONSHIP: Visited Website, Filled Out a FormPERSONA: Serious GamblerINTENT: Book Vegas Trip Today
2. RESPOND
Sheila:10% off this room for next 24 hours.
Book
USE BEHAVIORAL DATA TO RESPOND.
Identify developers by behavior and target them
PERSONA
3% of people shown this message signed up as leads for the upsell.
INTENT
RELEVANT CONTENTfor named leads.
When someone signs up, don’t be a black hole.
Maptia
ENGAGE NAMED LEADS.
Rule-based system to route leads appropriately.
If Twitter bio mentions blogger or journalist, OR has > 10K followers, route to CEO.
If Twitter bio or Klout topics mention investor, route to VP of Finance
If in Seattle, follow-up for coffee.
ENGAGE NAMED LEADS.
Leads to this sort of interaction.
They’ve published a blog on the matter, and posted it here:
http://ful.lc/maptia-fullcontact
ENGAGE NAMED LEADS.
333% increase in conversions to demo request compared to not switching out the CTA
FORM FIELDS
333% increase in conversions to demo request compared to not switching out the CTA
PROGRESSIVECALL TO ACTIONS
SURVEYS
Ask visitors relevant questions about their website interactions – as they happen in real-time.
CUSTOMER TO ADVOCATE.
BREAKING DOWN THE SILOS.
An email address is no longer enough.
ENGAGE CUSTOMERS.
TribeHR gives appropriate training videos to the right user
ROLE
STAGE IN FUNNEL
Mindflash guides users to the features that matter most.
FEATUREUSE
ENGAGEMENTSCORE
We asked our most engaged customers to be a referral … right in-app.
ENGAGEMENTSCORE
OUTBOUND MARKETING.
OUTBOUND MARKETING.
Learn from your existing customers.
How many are on Pinterest? Twitter?
What are common characteristics of best customers?
What blogs do they read/share?
OUTBOUND MARKETING.
Guest-blogging targets
Contests
Push email subscribers through your funnel
More info (& tools): http://seogadget.com/fullcontact-api-excel/
CONCLUSION
DATA IS KEY TO ENGAGING at each stage of the lifecycle.
WHAT IS FULLCONTACT?
Person API - Add public social profile data to an email address, phone number, Twitter handle, Facebook ID
Photos, social profile links, demographics
Build into app, or use via Excel macro
More at www.fullcontact.com/developer
Evergage enables marketers to increase conversions using real-time visitor persona and intent data to personalize the digital experience for every visitor.
All without IT.
Q&A
www.fullcontact.com Learn more about FullContact at
www.fullcontact.com
twitter.com/fullcontactAPI
linkedin.com/company/fullcontact-inc-
facebook.com/FullContactAPI
www.Evergage.com/Blog
Free Real-Time Personalization Resources:
www.evergage.com/resources
See a Demo of Evergage
www.Evergage.com/Request-a-demo
twitter.com/evergage
linkedin.com/company/evergage