nurture marketing with sitecore email campaign manager and
TRANSCRIPT
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Nurture Marketing With Sitecore
Email Campaign Manager and
Engagement Automation
Christopher (Chris) Nash
Senior Business Optimization Consultant
[email protected] - @chrisnash
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Once upon a time
Buyers preferred to start
the sales process…
with a direct conversation
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Buyer Journey
70% of buy cycle is complete
before sales is engaged Forrester
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Marketers must listen
and engage
– digitally –
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Nurture Marketing
than ever
more important
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Nurture Marketing
• Processes that automate flows of
communication with prospective customers
Segment Communicate
Call to Action Segment
Communicate
Call to Action
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What?
• Customer Acquisition
• Customer Retention
• Lifecycle – cross-sell / up-sell
• Recycle neglected leads
• Customer anti-churn
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Why?
Bookings in the form of revenue have increased 178% since marketing automation was implemented – Software company / MarketingSherpa case study
+178% - revenue
Nonprofit's email welcome series beats newsletter open rate 47%, marketing emails 275% - MarketingSherpa case study
+275% - email open rate
B2B marketer reduces unqualified leads 341% - MarketingSherpa case study
-341% - unqualified leads
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Sitecore DMS
• Many possibilities for nurture marketing
• Email Campaign Manager
• Engagement Automation
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Email Campaign Manager
• Create emails and send as mass email campaigns or as 1-to-1 triggered emails
• Recipients are stored in Sitecore or CRM
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Engagement Automation Plans
• Create automated flows that can include multiple
channels and behaviors
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Listening Digitally
DMS is Website Centric!
Website (devices)
Automation
Analytics
CRM
Social Connector
Adaptive Print
Your most
important calls to
actions are on your
website … so it is
essential to listen
digitally and
engage here
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Screenshot – this is what it looks like
State
Condition
Action
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Email Welcome Flow
• Nurturing new subscribers
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Nurture to increase
website visits & engagement value
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Lead Generation
• Nurturing via download free e-book offer
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Nurture via
Segmentation
Nurture via
Targeted
Follow-up
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Ecommerce Nurturing
• Nurture emails
for abandoned
shopping carts
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Website
event-based
nurturing
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Social Nurturing
• Email welcome
for new subscribers
– nurturing socially
connected
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Nurture via
social relationships
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Lead Generation with CRM
• Email flow listen for engagement and generate CRM Tasks
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Nurture via
behavioral
criteria
Targeted
follow-up
in
CRM
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Tips
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Automated email flow
Email 1 Email 2 Email 3 Condition Condition
Start End
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Adding to a flow
Possibilities
• Save Action
• Web form submit
• Campaign triggered
• CRM
• Programmatic
• Custom
Email 1
Start
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Advancing a flow
Types of Conditions
• Time
• Events
• Occurrence of an event
• Non-occurrence of an
event
Email 1 Email 2 Condition
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Examples of conditions
Conditions
• Goals
• Campaigns
• Personalization Profiling
• Email link clicks
• Web page visits
• Engagement Value
• Custom conditions
Email 1 Email 2 Condition
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DEMO
Nurture Marketing via
Engagement Automation & Email Campaign Manager
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Getting Started
• Make a simple email welcome flow
• Automate current calls to action that use triggered email
• Optimize email sending frequency – e.g., resend to non-openers
• Capture segments who respond to campaigns
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SBOS Services Roadmap for Implementing
the Customer Engagement
Platform -
Engagement Value Point Scale
Workshop -
Personalization Workshop -
Digital Relevancy Map
ECM Workshop
Analyzing Digital Maturity -
Customer Engagement
Platform Scoping Workshop
Customer Engagement Platform End User
Training
ROI
Generation
Assessment Workshops
Optimization Workshops
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Q & A
Nurture Marketing via
Engagement Automation & Email Campaign Manager
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Feedback Appreciated!
Please take a moment to provide
session feedback via the mobile site.
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Seminar Invitation
• Nurturing invitees and sending reminders
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