Date post: | 22-Jan-2018 |
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Marketing |
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INTRODUCTIONThe holidays are an excellent opportunity to make your customers feel appreciated. Sending a gift is a great way to
nurture these relationships and stand out among the flood of generic holiday greetings your customers will receive and
duly ignore. This is key while you are closing Q4 sales and setting the stage to grow your pipeline in the New Year.
This eBook will give you step-by-step guidance for building a digital gifting experience that makes your brand shine
and creates the customer engagement opportunities your sales team needs.
This approach is great because…
• Everyone loves getting versatile gifts like Amazon or Panera gift cards
• You can thank all of your customers and still stay within budget! Gifts are available for as low as $5
• Gifts are delivered instantly and are formatted to showcase your brand
Marketo’s marketing automation and Rybbon’s digital gifts make it easy to create effective holiday campaigns.
Let’s Get Started.
ContentsStep 1: Identify Gift Recipients & Gifts ………………………………….4
Step 2: Create Recipient Lists In Marketo……………………………...6
Step 3: Create The Holiday Gift Email ………………….……………….8
Step 4: Order Your Gifts..…………………………………………………..11
Step 5: Add Gifts To Holiday Emails..…………………………………..12
Step 6: Use Smart Campaigns To Send Gift Emails ..………………13
Step 7: Create Follow-up Sales & Marketing Actions ………….....15
5How To Send Instant Holiday Gifts using Marketo
Step 1: Chapter 1:
Targeting the right people is key to an effective holiday campaign. To
accomplish this, think about who you should target and what you want to
accomplish by reaching out to them. Instant gifts are great for thanking:
Bottom-of-the-funnel prospects: These are customers that have already
short-listed or selected your product and are likely to buy from you before the
end of the year.
Middle-of the-funnel prospects: These are prospects that are actively
evaluating your product.
Existing customers: These are up-sell and cross-sell targets.
Advocates: Customers you want to build relationships with so they provide
you with references and recommendations.
Partners: Companies you want to thank for what they do for you and your
customers.
Tip:
Work with sales,
customer success and
partner teams at your
company to identify and
confirm recipients in
each category.
Identify Gift Recipients & Gifts
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How To Send Instant Holiday Gifts using Marketo
Step 1: Identify Gift Recipients & Gifts
Next, choose a gift brand and value that is appropriate for each
segment.
For example, a small $5 Panera card may be appropriate for
treating prospective customers to a coffee. A 6-month Hulu Plus
subscription would get your customer advocates excited about
continuing to support you into the new year. Your partners would
benefit from Amazon gift cards and Visa eCards work well for
international recipients, since they can be used in almost any
country.
With Rybbon, you will be able to easily purchase all of these gifts
in one place.
7How To Send Instant Holiday Gifts using Marketo
Step 2:
Create Recipient Lists In Marketo
Chapter 1:
CREATE THE MARKETO PROGRAM
We will create a Marketo program to manage all the assets, lists and
smart campaigns needed to execute our holiday gift campaign.
In Marketo, create a new program and choose Email as the Program
Type. Then, select Email Send as the Channel.
CREATE THE RECIPIENT LISTS
Under the program, create a list for each distinct combination of
segment and gift. For example, say you’ve decided to send a $50
Amazon gift card to your top customers in the US and a $50 Visa eCard
to your top international customers. In this case, you should create two
separate lists – one for Top US Customers and another for Top
International Customers.
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How To Send Instant Holiday Gifts using Marketo
Step 2: Create Recipient Lists In Marketo
There are two types of Lists you can create for your holiday gift campaign:
List: This is a static list that is populated manually. You should use static lists for
gift recipients that are hand picked individually. A static list can be populated by
looking up names in the Leads database and then adding them to the list using
Lead Action > Marketing > Add To List. You can also import records into a static
list using a spreadsheet.
Smart List: This is a dynamic list that is populated by defining a criteria like “Leads
from Opportunities Scheduled To Close in Q1 and Q2”. Use this type when the gift
recipient criteria can be specified as a set of conditions and filters.
Tip:
Have a large Smart List with a few exceptions? Combine the two approaches! Create a Smart List.
Export it to a CSV file. Remove the exceptions. And import the file back into a Static List.
9How To Send Instant Holiday Gifts using Marketo
Step 3:
Create The Holiday Gift Email
Chapter 1:
Our instant holiday gifts will be delivered via email. They can be
created in Marketo and sent using Marketo Smart Campaigns.
THE DESIGN
Since these will be regular Marketo emails, you can customize the
email design to make an unforgettable impression. Be creative and
craft a design that is:
1.Memorable
2.Reflects your brand
3.Is appropriate for your target audience
Be sure to design your emails so that they are optimized for mobile
devices as well as desktops.
“The manner of giving is worth more than the gift.
” ~ Pierre Corneille, Le Menteur
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How To Send Instant Holiday Gifts using Marketo
Step 3: Create The Holiday Gift Email
THE MESSAGE
You do not have to use flowery language or emulate a Hallmark
greeting card to come up with a sentimental message. What
matters most is that the message is relevant and sincere. To craft
a message that connects with the recipient:
1.Create separate gift emails for each segment and customize
the message for each audience.
2.Be direct and be specific about why you want to thank the
recipient
3.Mention the gift graciously
The email message is also a good opportunity to highlight what
the recipient can look forward to from a relationship with you in
the New Year.
Tip:
Confused about Seasons
Greetings or Season’s Greetings?
See this helpful blog post about
correct holiday greeting
grammar, spelling and
capitalization rules.
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How To Send Instant Holiday Gifts using Marketo
Step 3: Create The Holiday Gift Email
CREATE MARKETO EMAIL ASSETS
Add these emails as local assets under the ‘Holiday Greetings With
Gift’ program we created earlier. Then create an Email Template
under Design Studio and then create local email assets based on
that template. Creating separate local email assets allows you to
reuse the visual design of the holiday email and customize the
message and the gift for each segment.
12How To Send Instant Holiday Gifts using Marketo
Step 4:
Order Your Gifts
Chapter 1:
You are ready to order gifts when your recipient lists are set up
and complete. The size of your recipient lists indicates how many
gifts you need to order.
With Rybbon, you are able to easily purchase all of the gifts you
need in one place. Simply sign into Rybbon and purchase the
holiday gifts you need in just a few minutes with our 1-Click
ordering system.
Rybbon will notify you when your gifts are ready to be sent.
13How To Send Instant Holiday Gifts using Marketo
Step 5:
Add Gifts To Holiday Emails
Chapter 1:
Rybbon makes it easy to add gifts to any Marketo email:
1.Simply use ‘Edit Draft’ to open a gift email in the email editor.
2.Position the cursor in the email body where you want to place the gift
3.Select and insert the token for the Rybbon gift you want to send
That’s it! The magic of Rybbon’s Marketo integration will turn this
token into an elegant gift when this email is sent out using a Smart
Campaign.
Tip:
Use Rybbon’s test gift features to check how the gifts will look in your emails before you insert the
actual gifts.
14How To Send Instant Holiday Gifts using Marketo
Step 6:
Use Smart Campaigns To Send Gift Emails
Chapter 1:
Next, we will create Marketo Smart Campaigns to send out the emails
containing our holiday gifts. Follow these steps for each recipient list
you created:
1.Under the holiday program, create a new Smart Campaign
2.In the Smart List tab of the campaign, choose the filter ‘Member of
List’ or ‘Member of Smart List’, depending on the type of list you
created.
3.Specify the List Name
4.In the Flow tab, add the ‘Send Email’ action and select the gift email
you created for the list.
5.In the ‘Schedule’ tab, edit the Settings to run each lead through the
campaign flow ‘only once.’
Your campaign is now ready to run!
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How To Send Instant Holiday Gifts using Marketo
Step 6: Use Smart Campaigns To Send Gift Emails
RUNNING THE CAMPAIGNS
To run the campaign, simply click ‘Run Once’ from the Schedule
tab of the campaign. You can choose to run the campaign
immediately or at a scheduled time.
ADDING NEW RECIPIENTS TO A LIST
Did you run the campaign and realize you forgot to add someone
to the recipient list? Don’t worry! Simply make your changes to
the list and run the campaign again. Thanks to the ‘Each lead can
run through the flow once’ setting, new gift emails will only be sent
to new additions to the list.
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ChatStep 6: Use Smart Campaigns To Send Gift Emails
Timing Your Gifting Campaign:
December 5 to Dec 20 is a good time to send holiday
gift emails. Any sooner may feel too soon. Any later
and you will miss out on a lot of people that take
time off during the last couple of weeks of
December.
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Step 7:
Create Follow-up Sales & Marketing Actions
Chapter 1:
Personalized holiday gift emails are sure to get your
recipients’ attention and create good will. Here are a few
ways in which you can turn the attention you’ve gained
into engagement. To implement these recommendations,
you will use the Marketo lead activity logged by Rybbon
when a recipient claims a holiday gift.
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How To Send Instant Holiday Gifts using Marketo
Step 7: Create Follow-up Sales & Marketing Actions
GIVING SALES THE OPPORTUNITY TO FOLLOW-UP WHEN A HOLIDAY GIFT IS CLAIMED
“I just wanted to check in and say that I hope you will enjoy the gift we sent!” is a great way for a sales representative to reach
out to a prospective or existing customer. Personal and direct communications like this one are key to nurturing
relationships and keeping deals on track. Follow these steps to give your sales team the opportunity to follow-up when a
holiday gift is claimed:
•Create a Smart Campaign that triggers when a Rybbon activity is logged
•Use the ‘Sent Alert’ flow action to alert the Lead Owner that the Holiday Gift was claimed.
•Or, use the ‘Interesting Moment’ flow action to create an interesting moment. Sales managers will be able to see these
Interesting Moments in the Marketo Sales Insight app for Salesforce.com and SalesForce1.
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How To Send Instant Holiday Gifts using Marketo
Step 7: Create Follow-up Sales & Marketing Actions
SEND RELEVANT MARKETING CONTENT
The 24-72 hours after a gift is claimed is the perfect time to offer your recipients relevant content such as:
•2016 Planning Tools
•Reminders to register for Q1 events and webinars
•New eBooks and Case Studies
•Partner Resources and Training Schedules
To do this, for each recipient list, create Smart Campaigns that trigger when a Rybbon gift claim is logged.
Use the flow action to email content that is relevant to the recipient’s segment.