whereoware - marketing automation: not just for lead follow-up - silverpop
DESCRIPTION
Is a lack of targeted campaigns costing you customers? Give them what they want with personalized experiences for the end user. This presentation describes three automated campaigns you should know about: 1) lead follow-up, 2) customer follow-up, and 3) abandonment. Plus, see real life examples of the best practices in action. It's an easy way to whip your marketing into shape.TRANSCRIPT
MARKETING AUTOMATION not just for lead follow-up
About Whereoware
Online strategy, design, development + marketing
The stats: • 12 years in the business • Work with B2B + B2C companies • Philosophy: 1-to-1 marketing - targeted,
personalized, automated • Silverpop partner
• Worked with Silverpop for 6+ years • Thirty-five Silverpop clients
Twitter: @whereoware About me: Dan Caro, Senior Marketing Manager, 5 years of experience with Silverpop
A few of our clients…
Twitter: @whereoware
Marketing automation • Defined: a software platform
designed to automate repetitive tasks
• Traditionally focused on lead generation, but it can be used for so much more!
• Automated, targeted emails work best when you create a personalized experience for the end user
Twitter: @whereoware
Automated targeted emails
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Averages Open Rate
Click Rate
Average Time on
Site
Bounce Rate
Average Value Spent
Order Conversion
Rate
Per Visit Value
Automated, Targeted Mailings
52% 45% 8 minutes 20% $499 4% $15
Normal Mailing 35% 28% 6.5 minutes 26% $387 1% $12
Difference 49% 60% 23% -23% 29% 300% 25%
* All data taken from Whereoware clients
They work!
We drink our own champagne
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3 automated campaigns
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1. Lead follow-up 2. Customer follow-up 3. Abandonment
• Shopping cart • Webpage • Demo
Lead follow-up
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Defined: a series of emails providing leads with useful information about products or services
Goals: • ensure all leads get
follow-up • nurture them into sales
qualified leads
Lead follow-up: example Atlantic: specialize in trade show exhibits Their problem: didn’t know what to do with their CRM prospects Solution: systematic, automated lead follow-up system
Twitter: @whereoware
Atlantic: lead flow
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LEAD ENTERS WELCOME
SUPER OPT IN
NURTURE EMAIL #1
NURTURE EMAIL #2
NURTURE EMAIL #3
FUNNEL
All other campaigns: Did You Know, See Our Showroom, Needs, Solutions, Minishow invites, etc.
0 days 3 days
4 days
7 days 7 days
Atlantic
Twitter: @whereoware
Atlantic
Twitter: @whereoware
Atlantic
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Atlantic: Super Opt In
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Customer follow-up
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Defined: a series of emails providing customers with useful information about your products or services Goals: • get customers engaged
with your product or services
• upsell
Customer follow-up: example
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Bullhorn ®: web-based recruiting and staffing software Their problem: engaging customers immediately and upselling Solution: systematic, automated customer follow-up
Bullhorn: customer flow
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CUSTOMER ENTERS WELCOME
INACTIVE NEW CUSTOMER
UPGRADE CAMPAIGNS
CONNECT ALL YOUR SOCIAL
ACCOUNTS
0 days
2 days
8 days
2 days 8 days
8 days 2 days Has not logged in Has not connected social Active customer
Bullhorn: inactive customer
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Main call to action - start using Bullhorn
Secondary call to action - need help
Bullhorn: social connect
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Dynamically created based on the social networks they have connected
Abandonment
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Defined: email sent x number of hours/days after a visitor has stopped engaging with your company Goals: • recapture lost sales • reengage lost web visitors • reactivate customers who
stopped in the middle of a whitepaper series, registration, demos, etc.
Abandoned cart Defined: email sent out hours to two days after a user places items in a cart, but does not complete the order Goals: • reduce abandonment rates • complete orders
Abandoned cart: example
Provide a reminder of what was in the
cart.
Remind users they have something in
your cart.
Provide a link to complete the transaction
Abandoned web page Defined: email sent out hours to two days after a user visits a specific page, but does not complete the goal Goals: • encourage goal
completion
Abandoned web page: example WEBPAGE EMAIL
Abandoned demo Defined: an email sent out 12 hours to two days after a demo was abandoned Goal: • get users to finish the
demo
Abandoned demo: example
Main call to action to finish viewing
the demo
Personalized with their name
Key takeaways
Right message, right person, right time Business rules vary
based on industry and customer base Data is key Start off small Test, test, test
Twitter: @whereoware
Comments + questions
Slides available at: www.slideshare.net/whereoware
Jay Beutler [email protected] 701-205-1463
GET IN TOUCH
MORE INFO
Website: www.whereoware.com Twitter: @whereoware Facebook: www.facebook.com/whereoware Blog: www.whereoware.com/blog
Twitter: @whereoware