Taking your marke/ng to the next level: segment, target and engage your audience. by Tamara Gielen, Plan to Engage

Transcription

1 Taking your marke/ng to the next level: segment, target and engage your audience by Tamara Gielen, Plan to Engage

2 About Tamara Gielen 10+ years of experience in markebng & ecrm Author of Be Relevant Founder of the Marketer s Club

3 About Plan to Engage MarkeBng & ecrm Strategy Contact Strategy Design & Coding Campaign Management Deliverability Support ESP SelecBon Response OpBmizaBon Workshops & Courses

4 About Pinpointe Business Class Marke/ng Feature rich, Larger scale Business / Enterprise Customers 6,000+ companies using Pinpointe plagorm Mid- Sized businesses B2B and B2C Customer Quotes Pinpointe is Constant Contact on steroids! An affordable alternadve to ExactTarget

5 Free - 1 month Service ($42 ~ $500 value) h\p:// started Coupon code: PPTWEBNR (2 weeks)

6 5 Marketing Trends for 2013

7 Trend #1. Marketing is Alive and Kicking!

8 Ranked 2nd in terms of ROI 1 SEO 73% 5 Social media 43% 2 markebng 72% 6 Mobile markebng 34% 3 4 PPC 56% Affiliate MarkeBng 47% e- Dialog Inc. All Rights Reserved. 7 8 Offline direct markebng 32% Online display adverbsing 24% Source: Econsultancy

9 Trend #2. From Marketing to ecrm and Beyond

10 Think about the lifecycle! Awareness Knowledge ConsideraBon SaBsfacBon Buying SelecBon RetenBon & Loyalty ReacBvaBon Advocacy

11 Trend #3. Automation Saves Time & Increases ROI

12 Triggered messages can generate 3x the revenue and 7x the profit of broadcast campaigns Source: The ROI of E- mail Relevance - Jupiter Research, 2005

13 Case Study: Travel Sector triggered s = only 3-5% of volume but they generate 45% of profits

14 Trend #4. Mobile Readership is Growing Rapidly

15

16 Smaller Screens

17 Context changes 2013 Plan To Engage all rights reserved

18 Trend #5. Deliverability Now Also Based on Metrics You Can t Measure

19

20 So how do we take our marketing to the next level?

21 Tip #1. Clever Segmentation

22 How? Traditionally Demographics Segmentation 2.0 Purchase behavior BANT criteria Web behavior RFM click behavior

23 Who are you trying to reach? Think past the typical target audience of your newsle\ers People have different needs at different stages in the customer journey. Think about how you can help them move along the customer journey

24 Think about the lifecycle! Awareness Knowledge ConsideraBon SaBsfacBon Buying SelecBon RetenBon & Loyalty ReacBvaBon Advocacy

25 Examples Loyal customers Customers that have bought only once New customers/prospects/subscribers InacBve customers Recent customers Subscribers that opened but didn t click Subscribers that clicked but didn t convert Subscribers who never respond to your s

26 Tip #2. Automated, Event-Triggered Campaigns

27 Welcome campaigns

28 Welcome series 2013 Plan To Engage all rights reserved

29 Welcome new trial user

30 Post- trial

31 Upsell

32 Upsell

33 Non- responders

34 Retarge/ng

35 Feedback

36 Reac/va/on

37 Beyond One- off Triggers: Lead Nurturing Campaigns Day 1: Introductory Day 10: Content related to previous download Day 15: Personal from sales rep Day 30: Best pracbces white paper Day 45: Call from sales rep to check in Day 60: promobng webinar series Day 75: Personal from sales rep offering product demo Day 85: Call from sales rep to schedule in- person meebng Day 90: Sales proposal via

38 Tip #3. Mobile-Friendly s

39 Think about: Smaller Screens Less above the fold Bigger fonts (min font size on ios is 13px) Touch interface Bigger bu\ons, links with more white space Faster consumpbon = less a\enbon Less content Fewer calls to acbon

40 Design for the finger Minimum 44x44 pixels

41 Fluid design

42 Responsive design

43 Connect with Tamara Gielen

44 Thank You Please Join Us for future webinars Share / Pinpointe started +1 (408) Blog: