Leveraging Silverpop Engage. Drinking our Own Champagne A Tale of Two Silverpop Marketers

Transcription

1 Leveraging Silverpop Engage Drinking our Own Champagne A Tale of Two Silverpop Marketers

2 Trust us, we can relate Lindsay Mahoney Director, Marketing Communications Talibah Mbonisi Manager, Marketing Operations

3 In our world, everything is urgent! From: CMO Subject: Urgent Need your help Importance: High

4 and everyone is more demanding... Yeah, I'm gonna need you to come in on Saturday...

5 even our customers. Barbecue bacon cheeseburger; barbecue, bacon and cheese on the side..

6 Session Overview 1. Performance Measurement 2. Understanding and Leveraging the Data 3. Campaign Automation

7 Performance Measurement

8 Which efforts are successful? Money Time Resources Campaigns Acquisition Prospects/ Customers Missed Opportunity

9 Sneak-Peak into our world 50 events annually 30 webinars annually 20 3 rd party webinars annually Monthly Meeting and Call Maker Campaigns different advertising outlets monthly Nurture programs

10

11 This is a huge investment how do we know what is working and what isn t?

12 Campaign Tracking URL

13 but there is a more efficient way

14 Tracking Breakdown Lead Source Campaign ID sp_r= Content / Offer Redirect

15 Campaign Tracking URL AD&sp_ctc=BANNERADCAMPAIGN White Paper Banner Ad URL Lead Source=BANNER AD SFDC Campaign=BANNER AD White Paper Form Demo Form Registered? Registered? Lead Source=BANNER AD SFDC=BANNER AD Lead Source=BANNER AD SFDC=DEMO

16 0.67% CTR 25% conversion rate $24 per sign up VS. 2.29% CTR 8% conversion rate $70 per sign up 16

17 Take it one step further Web Tracking Event Triggers A/B Testing

18 Performance Measurement Takeaways Determine what metric are most important in your business Click thru rates Conversion rates Acquisition costs Pipeline Customer Life Time Value Revenue Contribution Put processes in place that help you measure to those metrics Identify obvious gaps and look to close them where possible Track every inquiry or purchase back to the original offer AND source Once you have all of that in place, identify ways to take it one step further

19 Understanding & Leveraging the Data

20 Get more efficient by making sense of the data Name Birthday Gender Location Marital Status Education Level Income Company Industry Job Title Budget Authority Need Timeline Clicked Downloaded Purchased Viewed Attended Registered Tweeted

21 15 Status 1 25 Status 2 50 Status 3

22 Scoring Framework at Silverpop

23 Silverpop Scoring behind the scenes: Profile

24 Silverpop Scoring behind the scenes: Behavior

25 Score determines routing & communication strategy Sales Team Demand Gen / Telesales Marketing/ Nurture

26 The Result Sales Demand Gen / Telesales Nurture

27 Silverp0p Scoring Successes Launched a new scoring model in May 2012 We ve made three revisions since then As you get smarter be prepared to always be launching, reporting and adjusting

28 Beyond traditional scoring Engagement level scoring Inactivity scoring RFM (Recency/Frequency/Monetary) framework Mid/End Funnel Scoring Loyalty scoring Profile completeness Scores

29 Scoring takeaways Start simple Understand the goals that you have for scoring who will use it and how will it be used Think which data points will be useful to use Define scoring bands and an action plan for each Test and refine with stakeholders

30 Campaign Automation

31 Get more efficient by automating campaigns Traditional Marketing Process Query Large Audience Click Send Query Large Audience Click Send Query Profile Data Relational Data Behavioral Data Marketing Automation Process Query Large Audience Listening for live Behaviors Web Individual Messaging Web Content Social

32 Silverpop Nurture Program single track Prospects who are not ready to engage Year long nurture program with touch points every two months Does not meet qualified lead criteria Wait 2 months 1: Social Marketing Wait 2 months 2: Benefits of Automation Wait 2 months 3: Set up a call? Wait 2 months

33 Silverpop Product Usage Nurture multi track Criteria: Silverpop users that may not be utilizing all the valuable features Using Programs? Yes Using Web Tracking? Yes Using Scoring? No No No Programs track Web tracking track Scoring track

34 Silverpop Product Usage Nurture multi track Not using web tracking 1: Why you should care about web tracking Wait 2 weeks 2: Benefits of Web Tracking Wait 3 weeks Using Web Tracking Yes 3a: Congrats on using web tracking No 3b: Promote web tracking services

35 Where our program usage is going Triggered from CRM fields Fewer s, more programs Increased sophistication Self-select nurtures

36 Ways to Get Started Simple Nurture/Drip New Opt-in Welcome Browse abandon campaigns Customer Reengagement Program Event (Pre and/or Post show) New customer onboarding

37 Session Takeaways Lay the foundation Look for leverage Start with a plan Be prepared for change Do something!

38 Questions! Thank you!