connectivity webinar: how to use connectivity customer insights for targeted marketing

How to Use Connectivity

Customer Insights for Targeted Marketing

PRESENTER: Kemal Demirhisar CO-PILOT: Josh Ades

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Connectivity Josh Ades Content Marketing Manager BUSINESS OBJECTIVES FOR CLIENTS: Provide marketers with engaging content that focuses on the specific needs of businesses that have physical locations BIO: -  Former co-leader Los Angeles Hubspot user group -  Joined Connectivity in 2014 to oversee content strategy -  Creator (and curator) of far too many bad dad jokes.

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Connectivity Kemal Demirhisar Solutions Engineer BUSINESS OBJECTIVES FOR CLIENTS: Provide technical guidance and expertise to all Connectivity prospects & customers throughout the sales process and beyond. BIO: -  Content Management, Content Marketing and Local Listings / Reputation guru -  Loves public speaking (from behind a computer screen) -  Istanbul native

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Agenda 1.  Value of Customer Data to

Marketers 2.  Customer Insights Demo 3.  Creating Targeted

Facebook Ads 4.  Marketing Strategies 5.  Q&A

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Value of Customer Data to Marketers

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1. VALUE OF CUSTOMER DATA TO MARKETERS

ü Humans are emotional and easily influenced.

ü Data is objective.

ü Marketing is human creativity applied to objective facts.

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1. VALUE OF CUSTOMER DATA TO MARKETERS

Organizations that are “leaders” in data-driven marketing report far higher levels of customer engagement and market growth than their “laggard” counterparts.

“LEADERS” In data-driven marketing

“LAGGARDS” In data-driven marketing

Customer Engagement/Loyalty

74% vs.

24%

Increased Revenues

55% vs.

20%

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1. VALUE OF CUSTOMER DATA TO MARKETERS

Leaders in data-driven marketing are more than 6x more likely than laggards to report achieving a competitive advantage in increasing profitability and 5x more likely in customer retention.

“LEADERS” In data-driven marketing

“LAGGARDS” In data-driven marketing

Increasing Profitability

45% vs.

7%

Customer Retention

74% vs.

13% http://www.forbes.com/sites/forbespr/2015/01/08/new-report-shows-data-driven-marketing-drives-customer-engagement-market-growth/

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1. VALUE OF CUSTOMER DATA TO MARKETERS

STAYING IN THE GAME

Growth and commitment to data-driven marketing are on the rise, with most organizations planning to step up their efforts. However, about half of executives admit their efforts are lagging or are siloed across their enterprises. A majority are now collecting demographic data on customers, but most other data types remain uncaptured. http://www.forbes.com/sites/forbespr/2015/01/08/new-report-shows-data-driven-marketing-drives-customer-engagement-market-growth/

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1. VALUE OF CUSTOMER DATA TO MARKETERS

“Without data, marketing is not based on customer intelligence.”

- Bruce Rogers, Chief Insights Officer and head of the CMO Practice for Forbes Media.

http://www.forbes.com/sites/forbespr/2015/01/08/new-report-shows-data-driven-

marketing-drives-customer-engagement-market-growth/

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Customer Insights Demo 2

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Creating Targeted Facebook Ads

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3. CREATING TARGETED FACEBOOK ADS

Live Demo!

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Marketing Strategies 4

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4. MARKETING STRATEGIES

EDDM and Direct Mail Use Customer Segmentation to target a specific region or reach new customers outside of your typical demographic.

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Persona Building CI tells you exactly what personas are currently contacting your business

4. MARKETING STRATEGIES

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Proving ROI of Advertising Use a phone call as your CTA to demonstrate effectiveness of ads.

4. MARKETING STRATEGIES

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Targeted Emails Use Customer Segmentation to send more personalized communication.

4. MARKETING STRATEGIES

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Let me know how you use data at jades@connectivity.com

4. MARKETING STRATEGIES

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Q&A 5