pardot uk seminar: adam sharp (6/23/2011)
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Best practices in Marketing Automation
Adam Sharp [email protected] June 2011
Copyright © 2011 CleverTouch Marketing, All rights reserved
About CleverTouch
Rules-based
Workflow
Marketing Know-
how
Intelligent Marketing Technolog
y
Our Topic Cloud
The state of marketing today
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• Pipeline• Opportunity Management• Sales• Support• (X-sell)
INBOUNDOUTBOUND
The Gap• Technology• Processes• Content• Skills
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SEO & PPC
Ads & Direct Mail
PRSocial Ntwk
Telemarketing
Digital& Web
Events eMail
Multiple Versions Of The TruthMultiple Formats- No HistoryPoor Lead Nurturing & RoutingPeople/Time IntensiveOrganisation serve Comms Platforms
Channels& Partners
…marketing 1.0
Copyright © 2011 CleverTouch Marketing, All rights reserved
Marketing 1.0 = Ineffective
Marketing
Domain
Sales Domain
20%
ADHOC 80%
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Major Marketing 1.0 issues
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1. no real handle on prospect data 2. slow campaigns = individual heroics3. multi-channel = multi-complexity4. adhoc workflow5. constant reinvention (manual
nurturing)6. partners not integrated 7. no personalisation8. pipeline = feast or famine9. no closed loop & forensic lead
analysis
Copyright © 2011 CleverTouch Marketing, All rights reserved
Building a Marketing Capability
A. Develop a Coherent Marketing Architecture & Shared StrategyMarket Sizing & Market Intelligence, Prospect & Customer Data, Inbound & Outbound, Influencer Strategy, Buyer Personas & Buying Process, Content, Nurture Strategy, Sales & Marketing Alignment, Funnel & Pipeline Anatomy, Channel Enablement, KPIs/ROIs.
C. Innovation, Creativity & StickinessCreating Time, New Initiatives, New Markets/New Products, Serving Internal & External Customer Well
B. Communication Programmes, Content based on Shared Progressive StrategyMatching communication tools and dialogue to stage of Buying Process & Personas. Load balancing by Funnel Stage. Enable Continuous Dialogue. Channel Enabled.
A
B
C
Copyright © 2011 CleverTouch Marketing, All rights reserved
B. Communication Programmes, Content based on Shared Progressive StrategyMatching communication tools and dialogue to stage of Buying Process & Personas. Load balancing by Funnel Stage. Enable Continuous Dialogue. Channel Enabled.
Limited Marketing Capability
Typical
Entry
Point
Stuck in “Let’s Communicate Mode”
A. Develop a Coherent Marketing Architecture & Shared StrategyMarket Sizing & Market Intelligence, Prospect & Customer Data, Inbound & Outbound, Influencer Strategy, Buyer Personas & Buying Process, Content, Nurture Strategy, Sales & Marketing Alignment, Funnel & Pipeline Anatomy, Channel Enablement, KPIs/ROIs.
C. Innovation, Creativity & StickinessCreating Time, New Initiatives, New Markets/New Products, Serving Internal & External Customer Well
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…and so Marketing needs a new approach
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PRE-CAMPAIGNANALYSIS
POST-CAMPAIGNANALYSIS
Marketing 2.0 - brochureware to marketing hub
PRE-CAMPAIGNANALYSIS
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No business can accurately predict future revenues without complete transparency into both the funnel and the pipe….joined up marketing
Our philosophy & methodology
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Customer-centric engagement strategy
• Educate, don’t sell
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Each campaign needs content in logical order
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Controlled Nurturing
Closed loop feed back
Load balancing
Think workflow and process
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1. Whitepaper2. Blueprint3. Webinar
TIME
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SMB ‘Worry Free’c.2m units/contacts9 countries7 languages5 routes to purchase
The briefFully automate, integrated systems, integrate ‘drip’ and ‘keep in touch’ campaignsdynamic content & richer experience
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• All areas in pink are dynamic content – flexible content that is placed into the template automatically by the system based on the contact’s identified profile
• Dynamic content is heavily utilised through the program, for instance in the highly time-sensitive automated program for in trial that launches one of seven emails based on a contact’s trial status.
• The tone of the message changes accordingly over time.
Campaign flow/user journey
Copyright © 2011 CleverTouch Marketing, All rights reserved
Trend Micro
Database
Trend Database
Silverpop FTP Site
CleverTouchData
Transformation
Data manipulated ready for silverpop
Trend FTP SiteData put on to FTP site daily
Silverpop
Database
Data uploaded to silverpop for scheduled daily import
New contacts added to Database
POS Segment#1 #4
Welcome Campaign
Time
Default Customer
Communications
Regular Monthly Campaigns
Post Purchase Survey
In Trial Segment#1 #4
Welcome Campaign
Post Trial Activation Segment
Post Purchase Survey
#1 #2
Welcome Campaign
Mid Term SurveyRenewal Reminders
Activate - Y
Win Back Campaign
Survey
Activate - N
Ad Hoc Campaigns
#1
#2
#8
Extended Trial Period Campaign
Segment
Campaign flow/user journey
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Dynamic content in automated email 29 Days of Trial Remain 15 Days Remain 3 Days Remain
0 Days Remain 3 Days Since Expiry 7 Days Since Expiry
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30 Days Since Expiry
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Progressive profiling on web, interactive adviser guide
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Dynamic Content
• Product recommendations based on progressive profiling
• Products/links are all personalised so ROI can be calculated at individual level
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Dynamic Advisor Tool- Dictates which campaign journey (of 5) prospects are taken down, includes send time optimisation.
Copyright © 2011 CleverTouch Marketing, All rights reserved
Some of the results so far
• For confidentiality reasons open rates and clicks thru’s are shared but not visits to ecommerce site or revenue figures
• Suffice to say that logic dictates that an increase in open rates, brand awareness and a higher level of people trialling the software leads to a significant uplift in sales
• The key is the time to marketing and dynamic relevant content, due to our grabbing data from the ftp site and committing it to the programme (15 times a day) and because of the immediacy of the programme and the dynamic content, there has been a significant uplift in open rates, engagement and ultimately sales
• As a result this programme has been extended to 2013 and Dell and Trend are looking at other ways to partner and to integrate marketing automation into their marketing.
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% rates across all program sends
18351
UK France Germany Spain Italy Netherlands Sweden Other0%
10%
20%
30%
40%
50%
60%
70%
61%
39%
45%
38%
0%
22%
0%
27%
44%
8%
23%
8%
0%
4%
0%
23%
17%
8%
18%
0% 0% 0% 0%
3%
Completed Advisor ToolOpened Advisor ReportClicked within Report
Note: Percentages reflect the proportion of people clicking on the advisor link in the email, who then go on to: fully complete the tool, open the report they are emailed following completion, and click a link within the final report
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Marketing Automation is opportunity for Marketing Transformation
Best practices in Marketing Automation
Adam Sharp [email protected] June 2011