MOVE BEYOND BATCH AND BLAST S WITH MARKETO S DIALOG EDITION
|
|
- Sophie Gibson
- 8 years ago
- Views:
Transcription
1 MOVE BEYOND BATCH AND BLAST S WITH MARKETO S DIALOG EDITION
2 MOVE BEYOND BATCH AND BLAST S WITH MARKETO S DIALOG EDITION Like many marketers, you ve included in your marketing mix for years. And you ve probably gotten pretty good at it. But while remains a vital channel, traditional blasts often fail to help you achieve your goals. And it s no wonder your audience is already drowning in marketing messages. So what s the secret to cutting through the noise? To connect with and engage prospective buyers, you have to look beyond impersonal, batch and blast campaigns. After all, one-to-one personalization and individual relationships increasingly drive the action during marketing communications. And that means you need to move beyond the limitations of your service provider (ESP). Instead, you need a platform that helps you achieve your marketing goals whether you re looking for higher open rates, higher click-through rates, higher audience engagement, or higher marketing-driven revenue. 2
3 THE STATE OF MODERN SERVICE PROVIDERS (ESPs) Don t get us wrong: we know that ESPs have served and continue to serve a valuable role, helping many marketers send large volumes of marketing messages. But marketing requirements have become more sophisticated as consumers have become more demanding, and ESPs have struggled to move beyond their original batch and blast origins. While it s true that some ESPs have tried to evolve, they are fighting a losing battle. That s because ESPs are constrained by their very nature. Their databases are simple and don t easily integrate with other enterprise systems. Moreover, they were built to rapidly send the same message to many, not to orchestrate intelligent, one-on-one conversations. As a result, marketers who rely on ESPs are destined to see the world through an -centric lens, not an omni-channel one. Your customers, on the other hand, live in an omni-channel world. If you re limited by your ESP, how can you reach them? 3
4 INTRODUCING A NEW PLATFORM With the Dialog Edition from Marketo, you ll have the full-service capabilities that consumer marketers need, plus the ability to automate and personalize conversations with prospects and customers. Essentially, the Dialog Edition offers a first step for marketers to transition from ESPs to the world of marketing automation. The Dialog Edition provides a complete view of each customer, including their activities both online and offline. This view lets marketers send the right s to the right people at the right time, driving higher opens, clicks, and revenue. In this ebook, we ll explain the advantages of using Dialog Edition and all of the ways you ll benefit as a result. 4
5 TURN UP THE THROTTLE ON CAMPAIGNS: INSTANTLY GO FROM MANUAL TO AUTOMATED In today s buyer-centric world, marketers are tasked to do more with less. But if you re going to reach more prospects and customers with more targeted and relevant messages, you need to automate it s the only way to boost productivity without putting in longer hours. Unfortunately, most ESPs don t support much in the way of automation. For example, you can t use an ESP to set up campaigns that engage people automatically, based on their behaviors and demographics. But you can do that with the Dialog Edition. That means you can engage more people, more frequently, without additional resources. Smart Campaigns First, you ll set up Smart Campaigns these are the workhorses of the Dialog Edition s automation. Smart Campaigns are automated workflows for campaigns that constantly listen for individual behaviors and immediately take action. Smart Campaigns can be simple, such as: Send out an , wait two days, then send another if the recipient didn t open the first one. But they can also be advanced, such as: When a person shares one of our products on Facebook, them a 5% discount coupon, ask them to join our referral program, and add them to our next outbound social campaign. Most importantly, these campaigns take only minutes to build and, once built, are constantly listening for these behaviors and taking action no need for the marketer to oversee every response. And you can set up as many of these campaigns as you d like the only limit is your creativity. 5
6 Engage Your Audience with Content One of the challenges we see marketers constantly struggle with is audience engagement. Segmentation is challenging. Manually sending content to all or part of an audience is challenging. Developing that content is even more challenging. But an engaged audience means a larger, more marketable database and fewer unsubscribes. The Dialog Edition keeps your audience engaged with content streams, which are series of content intended for a specific audience you might set a content stream for people who signed up for our newsletter or people who haven t purchased anything yet. At whatever cadence you prefer (for example, you might send s every Wednesday at 8am), each individual in your target audience is delivered the next piece of relevant content in the series. Once you have your first stream set up, you can add additional streams for each audience. You might build a stream for repeat purchase customers or advocates who share on social networks. Better still, the Dialog Edition can then automatically move people between content streams based on individual behaviors, effectively managing communications across each customer s lifecycle without manual intervention by you. Finally, the Dialog Edition intelligently tracks which content has been sent to whom, ensuring that nobody receives the same content twice. That means when you develop great content, it will be used repeatedly as new people are added to the content series. This extends the life of each content asset you create, increasing your ROI. Set it and forget it You can add to, refine, and tweak your campaigns at any time, but with Dialog Edition, you don t have to think about them every day. Once you set them up, they will run automatically. You and your team can even subscribe to alerts and reports, ensuring everyone is up to date without having to oversee every function. Reinvent With Dialog Edition, you can trigger communications based on cross-channel online and offline activities, including: Social network shares Web pages visited s opened and clicked on Coupon codes redeemed Abandoned carts Marketo content streams 6
7 A/B Testing in an Automated World For modern marketers, the value of A/B testing cannot be overstated. In the past, marketing was considered to be less of a science than an art marketers had to rely on their intuition, because there was no way to predict what would drive the best results. Today, marketers can test a nearly unlimited range of possibilities for every send. You might test your layout, your call-toaction, your use of imagery, your subject line the sky s the limit. A/B testing allows you to isolate one of these variables, and then change it in a test group this way, you can compare two versions of an against each other without risking your entire send. But how does this apply to automated campaigns, you ask? Unlike any ESP on the market, the Dialog Edition can run tests on your triggered, ongoing campaigns thanks to Champion/ Challenger A/B testing. Let s say you trigger an every time someone makes a purchase on your website. The Dialog Edition can send a test as a small percentage of those triggered s. That test is called the Challenger; if it outperforms the reigning Champion, we immediately inform the marketer, who can then take appropriate action. The Dialog Edition allows you to define what constitutes a win, but goes way beyond opens and clicks as your only winning criteria. Because we re constantly tracking cross-channel behaviors, the winning version can be chosen based on any criteria you set whether it s the percentage of recipients who open your , click a link, visit your Facebook page, complete a purchase, or another key metric you care about. 7
8 TRIGGER INDIVIDUAL, PERSONALIZED S WITHOUT THE HELP OF YOUR IT TEAM The ability to respond in real time to prospect and customer behaviors such as when they place an order online enables you to send more relevant s. These triggered s have some of the highest open rates in the industry, which is why successful marketers find a way to incorporate calls-to-action in those s. But, as with most marketing s, the ability to try new things is key to improving results. If it takes too much time and energy to set up, alter, or manage your triggered s, they lose their value. To access and use behavioral information, you need to connect to behavioral systems, which require technical skills and complex queries. Since most marketers aren t able to execute at this level, traditional ESPs leave them blind to valuable buyer behavior and, therefore, unable to build meaningful relationships with prospects and customers. The Old Way: Leaning on IT In most ESPs, setting up new triggers is difficult to do. You ll probably need technical assistance (if it s even possible), which makes it challenging to adjust these s once they re up and running. Plus, ESPs primarily target audiences based on demographics and flat subscriber files. This kind of targeting ignores valuable information about buyer behavior, which can be obtained by examining a buyer s actions or lack of actions as they engage with content and trusted sources online and offline. 8
9 The New Way: Easy-to-Use Campaign Builders With the Dialog Edition, you can trigger s as part of any campaign. The Dialog Edition allows you to listen to audience activity across channels, and respond (in real time) with the right message, at the right moment. In fact, you can trigger s (or other actions) from over 40 different behaviors, such as when a person visits a website, shares something on a social network, or provides his or her address. You can also trigger s with a negative key behavior, such as not logging into your website for 30 days. If you re sending s based on individual behaviors, you can engage in hundreds of thousands of individual conversations at scale. And you can build these campaigns in a matter of minutes, thanks to Marketo s easy-to-use, drag-and-drop campaign builder. That means you ll never need to call in a programmer for support again. 9
10 TRIGGERS IN MARKETO MOVE FROM STATIC LISTS TO A SMART DATABASE BUILT FOR MARKETERS To effectively automate campaigns, you need a single view of your customer. in order to engage with them effectively. If you re like most marketers using an ESP, you maintain one or multiple databases. Each time you execute an send, you have to manually export lists from these databases to your ESP. This time-consuming system can t possibly keep up with the speed at which your customers act. That s why the Dialog Edition maintains a smart marketing database that will sync with your other data sources, keeping track of the information you need. Tap into Rich Data for Better Segmentation The Dialog Edition s smart marketing database stores data relevant to you, the marketer whether it s demographic, behavioral, or transactional. By continually learning about your contacts over time, this persistent database allows you to tap into rich data for better segmentation. As you learn more about your customers, Dialog Edition builds segmented lists, allowing you to reach contacts with more relevant, automated s. The database uses Marketo s proprietary Smart List technology, which allows you to segment based on any fields in the database. Most importantly, Smart Lists constantly update without any intervention by the marketer. So if a person updates their address, for example, any geography-based Smart Lists will automatically update. Let s say you want to engage with people who recently visited your website. A Smart List of people who have visited any of your web pages in the past seven days can be easily deployed. This list will be updated each day, adding new visitors and removing those who haven t returned. How to drive better results with engaging campaigns: 1. Listen at scale to each person s behaviors 2. Be relevant with the right message at the right time for each person 3. Converse across channels 4. Engage throughout each customer s lifecycle 10
11 AUTOMATE ACROSS MULTIPLE CHANNELS In the olden days of the 1990s, marketers could engage buyers on one or two channels, such as retail stores or product showrooms. In the 2000s, marketers could rely on websites and campaigns. But today s buyer continuously and quickly shifts from one channel to another, engaging with , social media, websites, and mobile apps, all before breakfast. But because traditional ESPs were designed to be -centric, they can t provide sophisticated support for cross-channel marketing. Even when ESPs integrate with other channels (such as social media), they can t comprehensively capture all of an individual s online and offline behaviors in other words, they don t know what makes your customers tick. 11
12 Integrate Your with Web and Social Channels that s integrated with other channels is better than that s trapped in a silo. Put another way, multi-channel, symbiotic campaigns are more effective than single-channel campaigns. This is true whether your web and social activity is driving opens, or your s are driving web and social interactions. However, achieving this requires a single system that integrates a person s activity across all of these channels. And that s where the Dialog Edition comes in. Dialog Edition was built from the ground up as a multi-channel platform, meaning you can listen and react to behaviors across channels. It starts with a channel like your website, where the Dialog Edition listens for and stores each individual s interactions with each page on your site. From there, most marketers start to think about social media sites. The Dialog Edition not only tracks visits to your Facebook tabs, but also interactions with social applications like share buttons, polls, and sweepstakes. Next, you might wonder about direct mail and offline events once again, the Dialog Edition has your back, seamlessly integrating with direct mail and event platform providers. To put things simply, if there is demographic or behavioral data you d like to use in your marketing, it can probably be stored in the Dialog Edition s smart database. Given the situation with today s buyer, standalone is insufficient to produce or effectively judge engagement. In fact, can be worse than inadequate. Instead of engaging buyers, improperly managed can push buyers away. International Data Corporation (IDC) Workbook: Graduating from to Engagement: Using Marketing Automation to Achieve Success with Today s New Buyer Dialog Edition was built from the ground up as a multi-channel platform 12
13 MEASURE ENGAGEMENT AND IMPACT, NOT JUST OPENS AND CLICKS When marketers started relying on , two metrics emerged as king: opens and clicks. This wasn t because opens and clicks are the most important metrics; it was because opens and clicks were the easiest to measure. ESPs only track marketing metrics specifically opens and click-through rates so they can t accurately gauge your s omni-channel effect. What if you could measure success based on what happens after that click? What if you could tell an led to a website visit, even if the visitor didn t use the s link? The Dialog Edition provides a holistic digital view of each individual, meaning marketers can measure and improve the campaigns driving real action. And that includes purchase data, providing full visibility into how every marketing dollar influences revenue. 13
14 Best-in-Class Analytics The Dialog Edition provides best-in-class analytics for testing and measuring batch and automated campaigns. In our drag-and-drop report builder, you can view standard metrics (like opens and click-throughs) for individual s or a set of s. But you can also build dashboards and graphical reports for more complicated metrics, such as click-time heat maps (which tell you when and where your s are clicked on), or open-time distributions (which tell you the time of day your s are opened). When you re ready to grow your analysis beyond , the Dialog Edition can help. The Dialog Edition allows marketers to analyze their marketing campaigns based on real results, such as which campaigns are bringing in the most new people, creating the most website traffic, or driving customers to spend the most money. Not only will you define the steps your audience will take you ll also define which step constitutes a success. For some campaigns, a recipient simply opening an might be considered a success; for others, success might be won when a recipient places an order. Overall, the Dialog Edition will give you better insight into performance, plus a deeper understanding of how your s, combined with other channels, are driving business. In other words, you ll understand the ROI of your marketing and your other campaigns, so you can adjust your marketing mix appropriately. Click-Time Heat Map Open-Time Distribution 14
15 FOUR CAMPAIGNS YOU SHOULD AUTOMATE TODAY So there you have it all the ways automation can help you take your marketing to the next level. To get you jumpstarted, here are four campaigns we recommend you automate. type Welcome Benefits of automating Encourage an open/buy habit early Weed out bad/invalid addresses Start the relationship off on a good foot Learn valuable information about your new customers (ask for preferences) According to a recent study, welcome s yield: 5x higher open rates 4x higher click rates 10x higher revenues Ongoing Engagement R or remarketing Post-purchase transactional Save time: A single engagement campaign replaces many individual campaigns Without manual effort, your brand stays top of mind Re-use content created once over and over again, because it s only sent to new recipients Low effort simply tweak copy or subject line Easily repeatable can run these at any time High return like printing money Catch those who missed your the first time Generally higher open and click-through rates Highly personalized Continue to engage and drive back traffic to website Opportunity for testimonials and reviews Encourage reviews, cross upsells, and upsells 15
16 CONCLUSION: GET ON THE PATH TO BETTER MARKETING All of the Dialog Edition s advanced capabilities enhance the traditional capabilities marketers require, including highvolume deliverability, easy-to-use A/B testing, and dynamically generated s. Plus, unlike most ESPs, the Dialog Edition doesn t base fees on volume. This gives marketers the freedom to try new campaigns and approaches without worrying about the cost of each . In a world where consumers increasingly expect one-to-one personalization and individual relationships, batch and blast s are becoming less and less effective. marketers recognize the need to easily develop personalized, long-term campaigns, but struggle to do so with their current ESPs. Marketo s Dialog Edition is the answer, empowering marketers to move away from timeconsuming, siloed, manual campaign management, and toward an automated, omni-channel solution. 16
17 Marketing Software. Easy, Powerful, Complete. Marketo (NASDAQ: MKTO) provides the leading cloud-based marketing software platform for companies of all sizes to build and sustain engaging customer relationships. Spanning today s digital, social, mobile and offline channels, the Marketo solution includes a complete suite of applications that help organizations acquire new customers more efficiently, maximize customer loyalty and lifetime value, improve sales effectiveness, and provide analytical insight into marketing s contribution to revenue growth. Marketo s applications are known for their breakthrough ease-of-use, and are complemented by the Marketing Nation, a thriving network of more than 190 LaunchPoint ecosystem partners and over 40,000 marketers who share and learn from each other to grow their collective marketing expertise. The result for modern marketers is unprecedented agility and superior results. DG2LG info@marketo.com 2014 Marketo, Inc. All Rights Reserved. Designed by SCORCH 17
Customer Activation. Marketing with a Measurable Purpose
Customer Activation Marketing with a Measurable Purpose INTRODUCTION As a marketing leader, you need to think about the lifecycle that each of your customers progresses through from potential customer
More informationMarketing Automation Strategies for Sustaining Success
Marketing Automation Strategies for Sustaining Success Table of Contents. 3: Introduction 4: Success breeds success 5: Cross-channel success 6: Important objectives 7: Extent of use 8: Challenging obstacles
More informationLANDING PAGE OPTIMIZATION
LANDING PAGE OPTIMIZATION LANDING PAGES FOR LEAD GENERATION Landing pages are customized pages that your leads are directed to from a social media page, an email send, an event invitation, a paid ad, or
More informationLEAD GENERATION METRICS
METRICS PLANNING In the age of the self-educated buyer, marketing is in a unique position to reinvent itself as a core part of a company s revenue engine. As the function that owns the relationship with
More informationReal-Time Personalization is Simpler than You d Think
Real-Time Personalization is Simpler than You d Think If you re in marketing, you ve probably heard a lot about personalization lately. Given the rising expectations of customers, the difficulty of marketing
More informationWhy Traditional ESPs Aren t Cutting It for Email Marketers Results of an Adobe Study Conducted Across DMA Members
Why Traditional ESPs Aren t Cutting It for Email Marketers Results of an Adobe Study Conducted Across DMA Members Why Traditional ESPs Aren t Cutting It for Email Marketers Table of contents 3 Email marketing
More informationAccount-Based Marketing
Account-Based Marketing Account-Based Marketing BRING LASER FOCUS TO THE TOP OF YOUR FUNNEL 84% of marketers say ABM provides significant benefits to expanding customer relationships. Account-Based Marketing
More information01 877.362.4556 www.listrak.com
Behavioral Retargeting Email Campaigns: Five Things You Need to Know 01 2010, Listrak By Megan Ouellet, Director of Marketing June 28, 2010 Forrester Research reported that 154 million people in the United
More informationLEAD GENERATION CAMPAIGN TESTING AND OPTIMIZATION
ENTERPRISE MARKETING PLAYBOOK SERIES REVENUE SUCCESS: LEAD GENERATION CAMPAIGN TESTING AND OPTIMIZATION Introduction With larger sends and bigger budgets, it is imperative for enterprise marketers to run
More informationgraduating from an email service provider to marketing automation
graduating from an email service provider to marketing automation technology for engaging email Consumers have more control than ever, and marketers need to step up their game accordingly. Email service
More informationB2B Social Media Marketing Trends
B2B Social Media Marketing Trends Table of Contents. 3: Introduction 4: Most Important Objectives 5: Social Media Marketing Success 6: Challenging Obstacles to Success 7: How the Budget is Changing 8:
More informationMobile Marketing Strategies
INTRODUCTION Your customers are using mobile as an integral part of their everyday lives, and as a marketer, you need to get on board. But, not every mobile marketing activity is going to make sense for
More informationINTRODUCTION. Let s dig into the concept of digital marketing and how to be successful in today s modern, complex business landscape.
1 INTRODUCTION Digital marketing is fundamental to businesses success in today s modern era of engagement marketing. Promoting brands, products, and services online and through mobile applications is quickly
More informationLeaving Money On The Table
10 Ways Retailers Are Leaving Money On The Table Page 1 Let s face it: gaining and retaining customers can often feel like a high stakes match. What s the right balance between what you ll give in the
More informationAgilOne + Responsys. Personalizing and measuring your Responsys campaigns just got a whole lot easier.
AgilOne + Responsys Personalizing and measuring your Responsys campaigns just got a whole lot easier. AgilOne s out-of-the-box bi-directional integration with Responsys combines comprehensive customer
More informationImprove Customer Acquisition with an Engagement Strategy
Improve Customer Acquisition with an Engagement Strategy INTRODUCTION If you re focused on acquiring new customers, but you don t have a program for keeping them engaged, stop what you re doing immediately.
More informationWHAT YOU D KNOW IF WE COULD TALK TO YOU
PRESENTS DATA DRIVEN BRAND MARKETING PART TWO YOUR DEFINITIVE GUIDE TO FINDING THE CHANNELS THAT DRIVE THE BEST RESPONSE WHAT YOU D KNOW IF WE COULD TALK TO YOU 1. Building Value on Existing Segmentations
More informationDigital Marketing Center
Digital Marketing Center One Product, Many Ways to Engage with Your Customers Solution Insight 01.15 DIGITAL MARKETING Automate complex omni-channel digital marketing campaigns Plan, design and send campaigns
More informationEBOOK. TIPS For SUCCESSFUL Email Marketing Campaigns
EBOOK 10 TIPS For SUCCESSFUL Email Marketing Campaigns Email marketing campaigns are essential elements of any marketing strategy. They communicate and build relationships with prospects, gather important
More informationHOW TO LEVERAGE DIGITAL MARKETING IN THE HEALTHCARE INDUSTRY
HOW TO LEVERAGE DIGITAL MARKETING IN THE HEALTHCARE INDUSTRY The widespread distribution of digital technology has changed the nature of marketing. Businesses are now moving away from the distribution
More informationIntroduction 2 // THE 3 TYPES OF KEY PERFORMANCE INDICATORS FOR SUCCESS
Introduction We ve been hearing it for some time now marketers need to earn a seat at the revenue table. But how do you go about doing that? It all comes down to proving and improving marketing s contribution
More informationTHE BIG EASY GUIDEBOOK TO MARKETING AUTOMATION
THE BIG EASY GUIDEBOOK TO MARKETING AUTOMATION The essential guide to EASILY creating sophisticated, automated marketing programs that drive revenue 2009 Marketo, Inc. All rights reserved Forget the Hard
More informationBuild Trust with an Engagement Marketing Content Strategy: Spotlight on Financial Services
Build Trust with an Engagement Marketing Content Strategy: Spotlight on Financial Services Trust. Integrity. Longevity. These are the things that all marketers, especially those in the financial services
More informationYEAR OF THE MARKETER!
YEAR OF THE MARKETER! The new, changing buyer has caused a huge shift in marketing. No longer is sales on the frontlines of the buyer journey. Instead, the marketer drives the relationship. 2015 is the
More informationEnrollment, Engagement, and Donations: How Higher Education Can Improve Its Grades with Marketing Automation Software
$ Enrollment, Engagement, and Donations: How Higher Education Can Improve Its Grades with Marketing Automation Software Introduction If you re responsible for marketing in higher education, you face fierce
More informationCONTENT MARKETING FOR LEAD GENERATION
FOR LEAD GENERATION WHY IS CONTENT MARKETING IMPORTANT? Content is the foundation of your lead generation efforts. The Content Marketing Institute defines content marketing as the marketing technique of
More informationEm@il Marketing integration and automation tactics that lift conversions and boost ROI.
Em@il Marketing integration and automation tactics that lift conversions and boost ROI. How to successfully incorporate social, video, remarketing and marketing automation into your Email Marketing strategy.
More informationEmail Marketing for Hoteliers: A Step-by-Step Guide
Email Marketing for Hoteliers: A Step-by-Step Guide Tactics to Boost your Email Marketing ROI Table of Contents Introduction...1 Step 1: Build Your Email List...2 Step 2: Develop Your Content Strategy...3
More informationEMAIL MARKETING REFRESHES
WHITE PAPER 7 EMAIL MARKETING REFRESHES 7 EMAIL MARKETING REFRESHES The success of an email campaign can be determined by a variety of key performance indicators (KPIs): open ratio, click through ratio,
More informationThe Campaigner Guide to Effective EMAIL DRIP CAMPAIGNS
The Campaigner Guide to Effective EMAIL DRIP CAMPAIGNS Successful Email Marketing is a Marathon Not a Sprint A 2013 Gallup poll on honesty and ethics in various professions found car salespeople near the
More informationMARKETO CHECKLIST. All users are setup within Marketo with the appropriate roles and permissions.
Setup Users & Roles All users are setup within Marketo with the appropriate roles and permissions. Smart Campaign Settings Limit set to abort smart campaigns if number of qualified leads exceeds this limit
More informationNurture Registrants with Triggered Email Follow-up
Nurture Registrants with Triggered Email Follow-up Will Schnabel VP Business Development, Silverpop wschnabel@silverpop.com Twitter: @wschnabel Silverpop 1400+ customers, 2000+ brands Email Marketing and
More informationBoost Email Relevancy with Dynamic Content. Using Dynamic Content for Advanced Personalization & Customization
Boost Email Relevancy with Dynamic Content Using Dynamic Content for Advanced Personalization & Customization 1 Boost Conversions with Dynamic Content 5/2013 Introduction In this paper we ll discuss using
More informationDefine, Benchmark, Evaluate: A Guide to Assessing Your Email Marketing Performance
WHITE PAPER Define, Benchmark, Evaluate: A Guide to Assessing Your Email Marketing Performance Define, Benchmark, Evaluate: A Guide to Assessing Your Email Marketing Performance As marketers, we wear many
More informationKNOW, GROW & KEEP YOUR CUSTOMERS
KNOW, GROW & KEEP YOUR CUSTOMERS WINDSORCIRCLE.COM SALES@WINDSORCIRCLE.COM 1-877-848-4113 Windsor Circle is a Customer Retention and Predictive Marketing Platform for retailers. We power big data integrations,
More informationHow to select the right Marketing Cloud Edition
How to select the right Marketing Cloud Edition Email, Mobile & Web Studios ith Salesforce Marketing Cloud, marketers have one platform to manage 1-to-1 customer journeys through the entire customer lifecycle
More informationINTRODUCTION 25% 75% 25% say marketing automation isn t worth the investment. 75% say marketing automation is worth the investment.
INTRODUCTION If you re considering a marketing automation solution, you re probably familiar with the benefits: incredible productivity, targeted engagement, alignment with sales, and serious insight into
More informationTable of Contents. Copyright 2011 Synchronous Technologies Inc / GreenRope, All Rights Reserved
Table of Contents Introduction: Gathering Website Intelligence 1 Customize Your System for Your Organization s Needs 2 CRM, Website Analytics and Email Integration 3 Action Checklist: Increase the Effectiveness
More informationOMNI-CHANNEL MARKETING. Top 9 Questions
OMNI-CHANNEL MARKETING Top 9 Questions TABLE OF CONTENTS 2 3 5 7 8 9 10 11 12 13 14 15 16 Table of Contents Introduction Top 9 Questions How does omni-channel differ from multi-channel marketing? Why is
More informationthe new metrics for email marketing
the new metrics for email marketing Engaging email is strategic email Engaging email is strategic email, and as we ve learned, traditional email campaigns are not strategic. To achieve strategic value,
More informationECOSYSTEM PERSPECTIVE
THE ECOSYSTEM PERSPECTIVE BUILDING YOUR MARKETING STACK 1 INTRODUCTION: As a marketer, you probably know too well that buying has changed. Today s self-empowered, self-educating buyer makes major progress
More informationWHAT IS LEAD NURTURING?
WHAT IS LEAD NURTURING? DEFINING LEAD NURTURING Lead nurturing is the process of building effective relationships with potential customers throughout the buying journey. The Difference Between Drip Marketing
More informationABCs of A/B Testing: 9 Ways to Optimize Your Email Campaigns
ABCs of A/B Testing: 9 Ways to Optimize Your Email Campaigns Table of Contents Introduction Find a Winner Having a Clear Goal for Each Test A/B Testing Tips 3 5 11 14 3 Introduction As a healthcare marketer,
More informationTEAM. Automation FOR. HOW TO STRUCTURE YOUR Marketing
HOW TO STRUCTURE YOUR Marketing Automation TEAM FOR ebook Football season can remind us how the right team, and team structure, can drive success. In fact, football teams are a lot like marketing automation
More information1. Increase inbound leads to your website at a low cost. 2. Be seen as a thought leader in your industry through education and engagement
01 How to Use This Plan There are a lot of moving parts to creating the perfect content marketing plan. You have to consider staffing, persona development, content themes, and more. So how do you put it
More informationHow Mobile Shopping Drives Omnichannel Conversions
Whitepaper How Mobile Shopping Drives Omnichannel Conversions The Evolving Path to Purchase Table of Contents Introduction 1 How Consumers Engage with Mobile 3 Consumer Expectations for Mobile Experience
More informationAdobe Campaign Touchpoint Marketing Guide
Adobe Campaign Touchpoint Marketing Guide Touchpoint Marketing Guide Table of contents 3 Introduction to touchpoint marketing 5 The art and science of inspiring the customer 6 The science of acquiring
More informationGUIDE Hootsuite Campaigns. Acquire fans, gain leads, and build customer loyalty
GUIDE Hootsuite Campaigns Acquire fans, gain leads, and build customer loyalty Hootsuite Campaigns Acquire fans, gain leads, and build customer loyalty This guide covers the 5 essential steps for launching
More information2014 SAMPLE SOCIAL MEDIA TACTICAL PLAN
2014 SAMPLE SOCIAL MEDIA TACTICAL PLAN TABLE OF CONTENTS 3 4 7 8 9 BLOG SOCIAL NETWORKS ONLINE VIDEO PHOTO SHARING SITES PRESENTATION SHARING First Things First Before you get started on your social media
More informationYESMAIL INTERACTIVE Helping you get to YES with your customers
YESMAIL INTERACTIVE Helping you get to YES with your customers This is the age of empowered consumers who are in charge of their relationships with brands. To accommodate the evolving nature of B2C marketing,
More informationOmnichannel Strategy Adoption At Tipping Point, Marketers Share Action Plans
Omnichannel Strategy Adoption At Tipping Point, Marketers Share Action Plans By Karlene Lukovitz Industry Report by Exclusive Sponsor Introduction Marketers are keenly aware of the tremendous potential
More informationInbound Marketing Methodology
White Paper Inbound Marketing Methodology The best way to turn strangers into customers and promoters of your business. The proven methodology for the digital age Since 2006 inbound marketing has been
More informationEMAIL MARKETING TRENDS B2B BENCHMARKS FOR 2015
EMAIL MARKETING TRENDS B2B BENCHMARKS FOR 2015 FIND. NURTURE. CONVERT. Research Conducted by Ascend2 in Partnership with Dun & Bradstreet NetProspex OVERCOMING THE MOST CHALLENGING OBSTACLE TO EMAIL SUCCESS.
More informationHOW TO DEFINE A LEAD
WHAT IS A LEAD? To build out your lead generation strategy, you need to start with the basics. Every organization will have their own definition of a good lead. If you don t know yours, lead generation
More informationEmail Marketing Strategy Guide NewZapp.co.uk - 2007. Introduction. Where are you now?
Email Marketing Strategy Guide NewZapp.co.uk - 2007 Introduction In recent years Email Marketing has seen huge growth in the UK and worldwide. In this document we ll look at the key areas of an Email Marketing
More informationemarketing Suite We make complex marketing simple
emarketing Suite We make complex marketing simple About emarsys emarsys is one of the leading providers of email, social and mobile marketing automation solutions in the world sending over 50 billion emails
More information8 TIPS FOR MAKING THE MOST OF GOOGLE ANALYTICS. Brought to you by Geary LSF and Orbital Informatics
8 TIPS FOR MAKING THE MOST OF GOOGLE ANALYTICS Brought to you by Geary LSF and Orbital Informatics TABLE OF CONTENTS 3 5 7 8 9 10 11 12 13 14 15 Introduction 8 Tips for Google Analytics Don t let Google
More informationThe Scientific Guide To: Email Marketing 30% OFF
The Scientific Guide To: Email Marketing 30% OFF Who is this guide for? All Marketing and ecommerce Managers at B2C companies. Introduction Science gives us the power to test assumptions by creating experiments
More informationEmail testing EFFECTIVE TESTS FOR EVERY METRIC OF AN EMAIL CAMPAIGN
Email testing guide EFFECTIVE TESTS FOR EVERY METRIC OF AN EMAIL CAMPAIGN GUIDE TO TESTING YOUR EMAIL MARKETING CAMPAIGNS The savvy email marketer knows that to maximize email marketing ROI, testing is
More informationMarketing Automation for Success. A practical guide to engaging customers, creating sales-ready leads and boosting revenue
Marketing Automation for Success A practical guide to engaging customers, creating sales-ready leads and boosting revenue Marketing Automation for Success What is Marketing Automation? What is Marketing
More informationMarketing Automation Request for Proposal
Marketing Automation Request for Proposal Choosing the right marketing automation system isn t easy. This is why we created this sample RFP, consisting entirely of actual questions from real RFPs submitted
More informationHow to Select a Lifecycle Marketing Automation Solution
How to Select a Lifecycle Marketing Automation Solution rightoninteractive.com It s a brutal world out there for marketers. After years of having budgets slashed, it doesn t look like it s getting better.
More informationA critical or decisive time on which much depends; a crucial moment.
Marketing Platform A critical or decisive time on which much depends; a crucial moment. Call it what you will, but in the old days marketers had time to build up to this moment, whether it was a purchase
More informationCustomer Engagement Redefined. Take a Fresh Look at Loyalty and Referral Programs
Customer Engagement Redefined Take a Fresh Look at Loyalty and Referral Programs Loyalty Increase sales with rewards that drive brand affinity NextBee customer loyalty and referral software is a complete
More informationTHE ULTIMATE WEB PERSONALIZATION PLANNING GUIDE
THE ULTIMATE WEB PERSONALIZATION PLANNING GUIDE HOW TO PUT YOUR PERSONALIZATION STRATEGY INTO ACTION TABLE OF CONTENTS Why Personalization is Important...2 Getting Started: Defining Personas and Journeys...3
More information7 Ways Predictive Intelligence Can Elevate Your Email Marketing
7 Ways Predictive Intelligence Can Elevate Your Email Marketing Email is the cornerstone of digital marketing. In fact, 68% of marketers say that email is core to their business 1. With competition for
More informationFinancial Services. Market Insights, Drivers & Best Practices
Financial Services Market Insights, Drivers & Best Practices Purpose This guide provides key insights for digital marketing practitioners and executives working in the Financial Services industry. Those
More informationTable of Contents. Introduction 3. Why You Need a Customer Relationship Management (CRM) System 4. The Sales and Marketing Funnel 8
Table of Contents Introduction 3 Why You Need a Customer Relationship Management (CRM) System 4 Key benefits of CRM systems 4ting Sales Processes via Email 6 Why email? 6 Sales email cycles 7 The Sales
More informationIS YOUR WEBSITE LEAKING LEADS?
GETSMARTCONTENT ACCOUNT BASED MARKETING IS YOUR WEBSITE LEAKING LEADS? Always Relevant Marketing Catches Missed Opportunities to Connect www.getsmartcontent.com I. THE DREAM OF THE MARKETER It s the dream
More informationSALES AND MARKETING ALIGNMENT
ENTERPRISE MARKETING PLAYBOOK SERIES REVENUE SUCCESS: SALES AND MARKETING ALIGNMENT Introduction In order for enterprise companies to be successful in today s economy, sales and marketing teams must be
More informationHow To Create A Successful Email Marketing Campaign
conversations, not campaigns nobody wants to get blasted Commercial email marketing evolved out of the traditional direct-mail mindset, which is all about big campaigns sent to many, on the marketer s
More informationPatient Relationship Management
Solution in Detail Healthcare Executive Summary Contact Us Patient Relationship Management 2013 2014 SAP AG or an SAP affiliate company. Attract and Delight the Empowered Patient Engaged Consumers Information
More informationA KUNO CREATIVE EBOOK. How to Get Started with MARKETING AUTOMATION
A KUNO CREATIVE EBOOK How to Get Started with MARKETING AUTOMATION So you have a database of a few thousand contacts. Every month you send those contacts a nice email newsletter with little bits of information
More informationWhite Paper. Real-time Customer Engagement and Big Data are Changing Marketing
Real-time Customer Engagement and Big Data are Changing Marketing Real-time Customer Engagement and Big Data are Changing Marketing Marketing is rapidly approaching to what marketers have often dreamed
More information10 TIPS FOR SUCCESSFUL
PLATINUM FREE REPORT Email marketing campaigns are essential elements of any marketing strategy. They communicate and build relationships with prospects, gather important data, and help boost marketing
More information30-Day Starter Guide to Email Marketing
{ 30-Day Starter Guide to Email Marketing { Introduction If you are new to email marketing or to using an email marketing service, we created this 30-day starter guide with you in mind. This guide will
More informationDigital Messaging Platform. Digital Messaging Platform. AgilityHarmony. Orchestrate more meaningful relationships between you and your customers
Digital Messaging Platform Digital Messaging Platform AgilityHarmony Orchestrate more meaningful relationships between you and your customers By marketers for marketers Epsilon Agility Harmony brings together
More informationEMAIL MARKETING TIPS. From Our InfoUSA Email Experts
EMAIL MARKETING TIPS From Our InfoUSA Email Experts In order to assist you every step of the way while creating an Email Marketing Campaign, our InfoUSA Email Experts have compiled lists of their best
More informationAssessing campaign management technology
Assessing campaign management technology Introduction Table of contents 1: Introduction 2: 1. Can the campaign management platform be used to build a single marketing view of customers? 3: 2: Can the campaign
More informationLEAD NURTURING STRATEGY WHITE PAPER. November 2013
LEAD NURTURING STRATEGY WHITE PAPER November 2013 TABLE OF CONTENTS 1. EXECUTIVE SUMMARY 2. INTRODUCTION 3. WHAT IS LEAD NURTURING? 4. OUTLINING AN EFFICIENT LEAD NURTURING STRATEGY 4.1. BUYER PERSONA
More information4 Stages of a Smart Mobile Strategy. 4 Stages of a Smart Mobile Strategy
4 Stages of a Smart Mobile Strategy 1 4 Stages of a Smart Mobile Strategy 4 Stages of a Smart Mobile Strategy Nearly every outlet of a marketing program converges on a mobile device. Think about it. From
More informationA Beginner's Guide to E-Commerce Personalization
A Beginner's Guide to E-Commerce Personalization CommerceSciences.com Contents Introduction... 1 Real-Time Offers & Website Personalization... 3 Creative Messaging That Really Matters... 5 Drawing Your
More informationTHE BLUEPRINT FOR MARKETING AUTOMATION
THE BLUEPRINT FOR MARKETING AUTOMATION Marketing automation adoption will grow by approximately 50% by 2015. -Sirius Decisions, How Marketing Automation Has Evolved in the Last 12 Months, 2012 Way More
More informationMarketing Orchestration. Better Metrics, Happier Customers. 72% Impression Lift 107% CTR Improvement
Marketing Orchestration Better Metrics, Happier Customers. If your customers are happy, your metrics will show it. Higher ROI, higher click-through rates, more impressions, more sales. Leverage your 1
More informationThe Top 10 Optimization Best Practices for Financial Services
ebook: The Top 10 Optimization Best Practices for Financial Services a publication from Introduction Better Engage and Convert Website Visitors Financial services companies are facing a new challenge:
More informationPower your customer journeys with the leading 1:1 digital marketing platform. 5 Things You Should Know about the ExactTarget Marketing Cloud
5 Things You Should Know about the ExactTarget Marketing Cloud Power your customer journeys with the leading 1:1 digital marketing platform 1 5 Things You Should Know about the ExactTarget Marketing Cloud
More informationHow To Be Successful At Relentless Marketing
WHITE PAPER The Key to Relentless Marketing... Anticipate, Automate, Syndicate WHITE PAPER 1 Table of Contents Executive Summary 1 The Business Challenge: Effective Marketing in an Increasingly 1 Complex
More information12/10/2012. Real-Time Analytics & Attribution. Client Case Study: Staples. Noah Powers Principal Solutions Architect, Customer Intelligence, SAS
Real-Time Analytics & Attribution Noah Powers Principal Solutions Architect, Customer Intelligence, SAS Patty Hager Analytics Manager, Content/Communication/Entertainment, SAS Suneel Grover Solutions Architect,
More informationFive Steps to Inbound Marketing Bliss. Presented by
Presented by In this ebook, we will walk you through the five-step process of running a holistic inbound marketing campaign. If you want to generate more leads and sales, keep reading! Step 1: Develop
More informationProfit Strategies for Small Businesses
Profit Strategies for Small Businesses Tackling the Challenges of Internet Marketing If you re a small business owner, your goal is profitability. And marketing is the key to big profits. But small business
More informationTracking Your Content Marketing ROI
Tracking Your Content Marketing ROI? Why is Content ROI so Elusive? First of all, why is finding your content s ROI so hard? In our experience, marketers struggle to justify their investment in content
More informationTransform how government engages with customers through digital experiences
Transform how government engages with customers through digital experiences The digital landscape is constantly evolving, and these changes offer agencies new ways to deliver services more cost-effectively,
More informationEnsighten Activate USE CASES. Ensighten Pulse. Ensighten One
USE CASES Ensighten Activate Ensighten One Ensighten Pulse Use Case: On-Site Targeting based on Off-Site Display Ad Deliver relevant content to customers after they viewed or clicked through an Off-Site
More informationSuccessful Steps and Simple Ideas to Maximise your Direct Marketing Return On Investment
Successful Steps and Simple Ideas to Maximise your Direct Marketing Return On Investment By German Sacristan, X1 Head of Marketing and Customer Experience, UK and author of The Digital & Direct Marketing
More informationTransforming Big Data Into Smart Advertising Insights. Lessons Learned from Performance Marketing about Tracking Digital Spend
Transforming Big Data Into Smart Advertising Insights Lessons Learned from Performance Marketing about Tracking Digital Spend Transforming Big Data Into Smart Advertising Insights Lessons Learned from
More informationThe Performance Marketer s Guide to Email Marketing: Engaging Your Subscribers
Fluent 2016 Page 5 The Performance Marketer s Guide to Email Marketing: Engaging Your Subscribers You ve cleared the initial hurdle of acquiring new prospects for your email marketing campaigns, but now
More informationSTEPPING INTO A NEW AGE OF MARKETING WITH CRM. A best practice guide to integrating marketing and CRM
STEPPING INTO A NEW AGE OF MARKETING WITH CRM A best practice guide to integrating marketing and CRM Stepping into a new age of marketing with CRM A best practice guide to integrating marketing and CRM
More informationHOW TO CHOOSE A DIGITAL MARKETING AGENCY
Guide: HOW TO CHOOSE A DIGITAL MARKETING AGENCY Make sure they practice what they preach. CONTENTS 3 Introduction 4 Website 6 8 10 SEO 12 Content Marketing Inbound Marketing Social Media Marketing 14 Conclusion
More information3 Signs That You Need a PPC Agency. Is it time to outsource your PPC management? A WordStream Guide
3 Signs That You Need a PPC Agency Is it time to outsource your PPC management? A WordStream Guide 3 Signs That You Need a PPC Agency Is it time to outsource your PPC management? WordStream Customer Success
More informationpresented by Maxmail
presented by Maxmail What s Inside Hello. It doesn t matter if you re a brick-and-mortar store, an online retailer, small or not so small. We will show you how you can build your email list and use this
More information