Journeys CONSUMER-CENTRIC MARKETING PROGRAMS THAT MATTER. The Lifecycle Marketing Agency. Marketing Cloud Gold Partner Partner Advisory Council

Transcription

1 Journeys CONSUMER-CENTRIC MARKETING PROGRAMS THAT MATTER The Lifecycle Marketing Agency Marketing Cloud Gold Partner Partner Advisory Council

2 Journeys MARKETING CAMPAIGNS ARE OBSOLETE Today s customer moves effortlessly through an expanding list of channels, at different speeds and in different directions. It is now impossible for marketers to rely on a single channel, at a single point in time to influence customer behaviour. Today s consumers demand great experiences and personalised marketing at every stage of their journey with your brand and every step is influenced by the steps that came before it. Journeys gives marketers the ability to create comprehensive marketing programs that span segments and channels and drive positive results at every customer touchpoint. Developed to maximise the benefits of the Salesforce Marketing Cloud, Journeys helps marketers develop their programs from basic automation to true multichannel lifecycle marketing. CONSUMER DRIVEN MARKETING Put the customer at the heart of everything you do Capture each moment that matters Automate high value campaigns and reduce dependence on Batch & Blast Identify opportunities to improve the journey Improve digital return on investment

3 Marketing anytime, anywhere.

4 Journeys CONNECT EVERY CUSTOMER INTERACTION BASIC ADVANCED LIFECYCLE Funnel Batch & Blast Batch & Blast Active

5 8 STEPS TO DRIVING YOUR LIFECYCLE MARKETING

6 Funnel Active Objectives: Authentication, reduced friction, clean data Are you tracking digital prospects to navigate them through your sales funnel? Transitioning digital leads through to registrations and conversions via your sales funnel is a critically important journey for any business. Mapping the path through the sales funnel will show where people start to abandon due to poor user experience, difficult channel transition or inaccurate data, which requires sophisticated attribution and tracking. Funnel Journeys are designed to track digital prospects at every stage of your sales funnel, and seamlessly guide them to the next step. Campaigns within the journey include two factor authentication to ensure maximum data capture and validation at registration, online conversion tracking for any leads, and total conversion tracking for all registrations (including mechanisms for tracking and recording offline conversions generated online). Funnel Journeys allow marketers to bridge the gap between online leads, impressions and sign ups to online or offline conversions, measuring things like conversion time, unique id tracking and the path to conversion at each interval. Integrated with the rest of the program these campaigns benefit from an on brand look and feel, the availability of CRM data and multichannel reach.

7 Funnel Active Are your customers onboarded with longevity in mind? If you are looking to improve revenue and reduce churn with lifecycle marketing, then implementing a best practice program should be your first priority. A confirmation of registration triggered from your CRM or ecommerce platform, or a lengthy registration process are no longer acceptable for today s digital customer. Onboarding customers is the process of transitioning a prospect from their first interaction with your brand, to making their first purchase. By creating a clear and gradual welcome program, marketers can educate new clients about their products and services, the values of their brand, and move the discussion through a series of small conversations to the point the customer is ready to make their first purchasing decision. Objectives: Seek personalisation, onboarding

8 Funnel Active Objectives: Education, brand engagement, thought leadership Do you educate and share relevant information to nurture your customer relationship and keep it alive? programs were once purely a B2B concern: using marketing s to keep B2B opportunities warm throughout a complex sales process. Today, however, nurture programs are an important part of any online sales cycle - educating customers about products, services and current events and evolving prospects towards purchase decisions. Similar to a journey, the Journey is focussed on a series of conversations that gradually induce clients to purchase by showcasing white papers, case studies and product information. and differ in that is triggered by a new registration and delivered brand and broad product range information, whereas campaigns are triggered by existing customer interaction with a web site page or product with content relevant to the specific product. programs can also be utilised post purchase to provide relevant content like warrantee information, product instructions and servicing reminders or an event follow up all of which can be used to promote your brand further.

9 Funnel Active Objectives: Marketing Offers, Integrated Advertising Integrated Social Media Active Journeys are the pinnacle of data driven, customer centric marketing. Active Journeys replaces the traditional batch and blast with targeted sales offers that still provide marketers with control over their revenue streams, but then augment the reach of those campaigns across channels with huge scale and influence. By combining the offers and messaging in each EDM campaign with AccumediaTM tagging technology EDM campaigns can reach your target customers, and prospects that look just like them anywhere on the internet or on social media with low friction, high influence messaging that lift conversions significantly. Active Journeys also provides the ability to propagate your message through social media publishing and combine social media listening reporting for each campaign. Active Journeys also include the ability to drive channel shift anywhere throughout your customer s experience, by triggering off other channels when customers receive a hard bounce or passively unsubscribe from a particular channel.

10 Funnel Active To capture data is to unlock endless marketing possibilities Journeys are designed to capture customer data to enrich your database and extend your other customer journeys. Journeys feature competitions and surveys that reward customers for their data, via intelligent, responsive forms which automatically handle any required prize draws and permit applications required. Journeys also include channel shift campaigns that trigger if a customer ever receives a hard bounce (e.g. trigger an SMS to a customer who has just had an hard bounce). Journeys are an important stage in every marketing program as better contact details across more channels and more customer feedback will always result in reduced churn. Objectives: Data capture, surveys, competitions

11 Funnel Active Objectives: Confirmation, complimentary offers, abandoned cart What happens when your customers make a purchase? Order confirmation s and abandoned cart s are often the most overlooked element in every customer s experience because like the original Thanks for registering welcome , they were traditionally generated from within your ecommerce platform. Often these s are not optimal: many are still pure text, others are not able to utilise the multiple channels your other journeys do and siloed data between the CRM and ecommerce platforms often means these campaigns are not as relevant and targeted as they could be. journeys allow marketers to include order confirmation and abandoned cart programs with the rest of their marketing program from within Salesforce Marketing Cloud.

12 Funnel Active Objectives: Preference centre, tiered unsubscribe Tailored subscriptions lend themselves to happier, more engaged customers who won t unsubscribe. events are the most explicit form of customer interaction. Often a customer is looking to elect how they would like to interact with your brand, subscribing or unsubscribing to different types of communication, different channels or less frequent communications. Standard, out of the box subscription centres managed by CRM or ecommerce platforms often have a single opt-in or opt-out criteria per channel meaning that once a customer has unsubscribed from they re gone forever from your lowest cost to serve channel! Subscribe Journeys provide a multi-faceted preference centre designed to prevent not now turning into never by providing both the subscription options and handling the resulting complex changes to each subscribers eligibility for each subsequent campaign.

13 Funnel Active Are you realising the benefits of a reactivation journey? Journeys have evolved similarly to welcome programs: it is no longer effective to batch & blast an inactive list of customers and hope for a positive response. A reactivate Journey is a series of communications designed to make the most of this underutilised source of customers and revenue. or Re-Engagement campaign logic identifies and addresses the likely reasons a customer has gone inactive (often because of too much or too little marketing communication) and requires a re-acquisition style offer to entice customers to purchase and re-engage. Objectives: Re-engage

14 You ve got to start with the customer experience and work back toward the technology - not the other way around. Steve Jobs

15 Tailor your Journey

16 Journeys BASIC Seek personalisation, onboarding Passport to success Funnel Low Effort Quick Implementation Effective ROI Low Risk Reduces Batch & Blast Batch & Blast Frequent blasts with Batch generic & Blast messaging Re-engage Key Benefits Active programs and Programs are quick and easy to implement Journey s reduces reliance on batch and blast EDM campaigns, allowing marketers to see the quick wins of marketing automation without risking key revenue streams By showing improved customer behaviour and revenue at both ends of the customer journey, Journeys results provide clear direction as to how to go about automating the rest of your marketing program.

17 e last ADVANCED Batch & Blast Seek personalisation, Funnel onboarding Education, brand engagement, industry cultivation Frequent Active blasts with generic messaging Passport to success Low Effort Quick Implementation Effective ROI Low Risk Reduces Batch & Blast Removes CRM/ ecommerce based EDMs Key Benefits Simple CRM driven marketing automations that build off & programs programs to keep prospects and new customers warm, providing soft sell messages to coax opportunities down the sales funnel ion Confirmation, complimentary offers, abandoned cart Re-engage programs removes reliance on CRM or ecommerce platform based transactional s and include these vital customer touch points within your marketing program Reduces reliance on Batch & Blast campaigns, but does not conflict or prevent them for marketers needing to prove marketing automation business cases.

18 Journeys LIFECYCLE e e last e Funnel Active Authentication, reduced friction, clean data Seek personalisation, onboarding Education, brand engagement, thought leadership Marketing Offers, Integrated Advertising, Integrated Social Media Data capture, surveys, competitions Confirmation, complimentary offers, abandoned cart Preference centre Passport to success Best Practice Lifecycle marketing Removes Batch & Blast Removes CRM / ecommerce based EDMs Multi-channel reach with unified messaging Display Advertising Social Advertising Channel Shift Tiered Unsubscribe Social Sign On Surveys Competitions Data Capture Forms ion Re-engage

19 Your Customer doesn t care how much you know until they know how much you care. Damon Richards, Forbes magazine Key Benefits Create comprehensive Journeys that cover every step of the customer journey Multi-channel reach takes each program beyond pure EDM Use programs to capture customer data using incentivised surveys, competitions and landing pages Use Funnel programs to ensure there are no gaps in the transition from lead to first registration and purchase with dual channel authentication, online and offline tracking and take advantage of social sign on Use Active programs to integrate your offers and regular EDM campaigns with targeted digital advertising, social advertising and utilise best practice channel shift to ensure maximum cut through Use programs to prevent customers opting out completely by providing tiered unsubscribe options across campaign frequency, channel and offer type No more reliance on Batch and Blast Reduced reliance on EDM and EDM subscription Unified messaging for each stage of the customer journey across all channels to influence preferred customer behaviour Best practice Lifecycle marketing across any channel: EDM, SMS, Push, Social, Advertising or Search.

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