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We Help You Sell More!
| Date post: | 13-Jan-2015 |
| Category: |
Business |
| Upload: | elie-ashery |
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We Help You Sell More!
The 21st Century Marketing Paradox
Production
Presence
Marketing Cost Structure
The 21st Century Marketing Paradox
Production
Presence
Marketing Cost Structure
The Automation Solution ▸ Automate repetitive steps
▸ Increase data flow and sharing
▸ Reduce human error
▸ Achieve greater message relevancy
▸ Possible increase in sales and conversions – positive correlation between relevancy & success.
Types of Marketing Automation
Workflow
Segmentation/ Personalization
Message Development
Analytics & Intelligence
Data Drives Automation
Demographic Behavioral
Timing Transactional
Workflow & Content Production
Segmentation - Personalization
& Analytics
Data Inputs
Automation Processes
Marketing Automation Workflow
▸ Originally defined as user prompts
▸ Expanded to include campaign development and execution
▸ Timing: campaign execution based on website behavior
▸ Data: campaign execution based on data point, i.e. birthday, anniversary etc.
Message Development & Compilation ▸ Difficult to automate– Requires
thought and creativity ▸ Best used to repurpose web
content for other channels such as email
▸ Overlaps segmentation processes based on product or article recommendations ▸ Dynamic content: specific
personalization.
Segmentation & Personalization ▸ Most important automation for message
relevance
▸ Delivers the greatest ROI
▸ Requires constant monitoring and adjustment
▸ As customers continue to interact, they provide valuable information for further segmentation. Continuously monitoring this will strengthen the lines of communication.
Analytics & Intelligence ▸ Analytics=raw: includes stats like page
views, clicks, geo location etc.
▸ Intelligence is refined analytics. Interprets stats for automation.
▸ Analytics and intelligence are worthless if they are not actionable
▸ Overlaps segmentation and personalization
All Processes Are Connected
Workflow
Segmentation
Analytics
Message Development
-Perfect automation is very difficult to achieve.
“The Sweet Spot”
Process Is Key Broken Manual Process
= Broken Automation Process
▸ Requires planning
▸ Perfection is achieved one process at a time
▸ All executives who have implemented marketing automation agree on this
Automation Is Not A Cure All
▸ Will not solve process problems
▸ Will not solve data problems
▸ Will not solve content problems
▸ Will not solve segmentation problems
Caveat: Data Quality
@
▸ Data Types:
• Demographic • Transactional • Behavioral • Timing
▸ Data will immediately determine automation success or failure
▸ Freshness and timeliness are a must
Success Factor: Data Quality ▸ Keep demographic data current ▸ Use data enhancement services and surveys regularly ▸ Proper capture and transfer of timing data – membership
anniversaries, last conference attended ▸ Capture behavioral data that has the most impact
Caveat: Integration ▸ Integration is a must do
▸ Batch vs. Real Time
▸ Real Time is not always necessary. Batch solution is best for data such as demographics.
▸ Multiple ways to integrate – full API integration is not always necessary. Other options: query string, landing page, gather data from web forms
Success Factor: Integration
▸ Integrate and test one data source at a time.
▸ Make personal data actionable
▸ For Example: Anniversary reminders sent 2 weeks prior to the actual date. Both pieces of information must be utlized.
Caveat: Content Development Processes
▸ Achilles’ heel of marketing automation – hardest process to automate
▸ Inverse relationship with other processes: More automation = more content development
▸ Hard to outsource because quality assurance is paramount
Success Factor: Content Development ▸ Applied to whole messages or parts:
Different messages for different situations vs data points/dynamic content
▸ Automated content needs to be revised often
▸ Quality assurance is a must
▸ Requires large time investments
Caveat: Segmentation Processes ▸ Greater detail = better results
▸ Understand where to use short and long-term segments
▸ Short Term: behavior based
▸ Long Term: demographic based
▸ Combine multiple data types for micro-targeting: example: age and gender combined with behavioral activity.
Success Factor: Segmentation
▸ Establish clear goals for segmentation (long-term segments should mirror your customer base)
▸ General data such as age, location, gender etc.
▸ Understand how to refine segments using data combos and based on
The True Goal of Automation
Right Message Right Person Right Time Right Channel
The 4-R Strategy
Generic Automation Features Feature Automation Category Dynamic Content Segmentation/Message
Development PURLs Segmentation/Message
Development Triggered Campaigns Workflow/Intelligence Scoring Intelligence Action Based Messaging Workflow/Intelligence Web/RSS/Email-to-Email Message Development Dynamic Lists Segmentation Time Released Campaigns Workflow
Your Next Steps
Step 1: Focus On Pain Points
Pain Point Cause Desired Outcome Waning Membership Renewals
Understanding value propositions
Increased renewal rate
Low member engagement
Message relevance Increased engagement
Identifying influential members
Lack of process Increased social media mentions
Communications between conferences
Lack of content Increased branding and loyalty
Association Example:
Step 2: Develop A Process ▸ Develop a process to solve pain
without automation
▸ Requires cross departmental consensus
▸ Understand cross process bottlenecks
Step 3: Apply Automation
Three questions need to be answered:
1. What types of data will you need?
2. What types of segmentation and formulas will you use?
3. How will your messages be developed?
▸ Automation is necessary to achieve the 4-R Strategy. Right Message, Right Person, Right Time, Right Channel.
▸ Automation won’t solve broken processes.
▸ Slow and steady wins the race.
Conclusion
