Download - Data-Driven Marketing: Less ‘Spray’ more ‘Prey.’ The Journey to Better Customer Relationships
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How much scope is involved in your Marketing implementation?
Newbie Aware Expert
Business Mixed Consumer
What best describes your target market?
How would you describe your Marketing Automation knowledge?
Small Mid-Size Enterprise
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Attract
Nurture
Convert
Grow
Anonymous
Known
Customer
High
Value
Identify
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How Marketing Automation Works
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Right Time
(Journeys)
Right Message
(Data)
Right Channel
(Omni-Channel)
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Attract Nurture Convert Grow
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• Goals – What do you want to accomplish?
• Moment – What happens in customer’s life?
• Behaviors – What does the customer do?
• Touch Points – What channels?
• Content – What message?
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Single Customer View
Segmentation/ Interests
Journey Stage
Operational Efficiency
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Salesforce
Salesforce?
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1. Customer 360 Model
2. Purchases
3. Actions/Signals
Common Data Considerations
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Cookies EmailMobile/ Phone
App IDSocial
HandlesComplex Matching
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Communities
Social Media
Email Marketing
Sales Reps
Customer Service
Digital Commerce
Connected Products
Advertising
Mobile Apps & Messaging
CUSTOMER SUCCESS PLATFORMAwareness &
Acquisition
Retention &
Advocacy
Onboarding & Engagement
Leverage the Right Channels
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best practice.
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Convert Anonymous ->
Known
Timing Matters. Automate!
Drive Operational Efficiencies
Plan Permissions and
PreferencesAlign with Sales Test & Learn
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Frictionless Name Capture
Progressive Profiling
“Gating” Strategy
Source: Unbounce
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Customer actions are the best time for a reaction
• 90% of leads go cold in 1 hour (MIT Research)
• Triggered emails generate 3X lift over batch and blast (Marketo)
• Journeys/ Nurture Tracks scale as you grow
17.9% 2.8%
25.4% 5.3%
27.5% 5.8%
29.0% 4.3%
33.6% 6.9%
36.5% 8.5%
39.0% 8.8%
43.0% 7.2%
47.8% 14.1%
56.2% 8.4%
Based on
Anonymous
aggregation
of Marketing
Cloud Send
Data (18bn
emails/
month)
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Segmentation self-serve: Build a
data foundation
Leverage Tools
Be always on: Focus on Journeys/ Nurture Tracks
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Infer where possible
If you ask, follow through
Be prepared for low completion (5%) Deliverability considerations
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Engage Sales Early
Define MQL
Set SLAs
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Know your CPAs
Agree on Metrics
Establish testing strategy
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Leverage existing material
Don’t look for perfection
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