nurture marketing with sitecore email campaign manager and
TRANSCRIPT
Amsterdam Las Vegas Melbourne
Nurture Marketing With Sitecore
Email Campaign Manager and
Engagement Automation
Christopher (Chris) Nash
Senior Business Optimization Consultant
[email protected] - @chrisnash
Amsterdam Las Vegas Melbourne
Once upon a time
Buyers preferred to start
the sales process…
with a direct conversation
Amsterdam Las Vegas Melbourne
Buyer Journey
70% of buy cycle is complete
before sales is engaged Forrester
Amsterdam Las Vegas Melbourne
Marketers must listen
and engage
– digitally –
Amsterdam Las Vegas Melbourne
Nurture Marketing
than ever
more important
Amsterdam Las Vegas Melbourne
Nurture Marketing
• Processes that automate flows of
communication with prospective customers
Segment Communicate
Call to Action Segment
Communicate
Call to Action
Amsterdam Las Vegas Melbourne
What?
• Customer Acquisition
• Customer Retention
• Lifecycle – cross-sell / up-sell
• Recycle neglected leads
• Customer anti-churn
Amsterdam Las Vegas Melbourne
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
Amsterdam Las Vegas Melbourne
Sitecore DMS
• Many possibilities for nurture marketing
• Email Campaign Manager
• Engagement Automation
Amsterdam Las Vegas Melbourne
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
Amsterdam Las Vegas Melbourne
Engagement Automation Plans
• Create automated flows that can include multiple
channels and behaviors
Amsterdam Las Vegas Melbourne
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
Amsterdam Las Vegas Melbourne
Screenshot – this is what it looks like
State
Condition
Action
Amsterdam Las Vegas Melbourne
Email Welcome Flow
• Nurturing new subscribers
Amsterdam Las Vegas Melbourne
Nurture to increase
website visits & engagement value
Amsterdam Las Vegas Melbourne
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
Amsterdam Las Vegas Melbourne
Website
event-based
nurturing
Amsterdam Las Vegas Melbourne
Social Nurturing
• Email welcome
for new subscribers
– nurturing socially
connected
Amsterdam Las Vegas Melbourne
Nurture via
social relationships
Amsterdam Las Vegas Melbourne
Lead Generation with CRM
• Email flow listen for engagement and generate CRM Tasks
Amsterdam Las Vegas Melbourne
Nurture via
behavioral
criteria
Targeted
follow-up
in
CRM
Amsterdam Las Vegas Melbourne
Tips
Amsterdam Las Vegas Melbourne
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
Amsterdam Las Vegas Melbourne
DEMO
Nurture Marketing via
Engagement Automation & Email Campaign Manager
Amsterdam Las Vegas Melbourne
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
Amsterdam Las Vegas Melbourne
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
Amsterdam Las Vegas Melbourne
Q & A
Nurture Marketing via
Engagement Automation & Email Campaign Manager
Amsterdam Las Vegas Melbourne
Feedback Appreciated!
Please take a moment to provide
session feedback via the mobile site.
Amsterdam Las Vegas Melbourne
Seminar Invitation
• Nurturing invitees and sending reminders
Amsterdam Las Vegas Melbourne
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