Michael Leander. markedu.pt

Transcription

1 Tips to improve your reach and engagement using marketing automation and triggers Michael Leander markedu.pt

2 Audience scenarios: What does your funnel look like?

3 Action reaction No reaction new action Some action new action 2-10 % 100% Start 90-98% left after 1 st action

4 Draw your reaction funnel

5 What matters is E-motion not PRO-motion

6 Automation frees up time and smartens up your communication

7 The right message to the right person at the right time in the right place using the most effective channel

8 Is this message best suited for? a) an existing customer b) a non-customer

9 Best approach for selling subscriptions? Direct mail Direct mail approach 2 approach 3 approach 4 Etc.

10 Charles Tyrwhitt cross-channel marketing automation

11 Customer lifecycle marketing automation Differentiated approach addresses different needs SMS/ Recommend to friends 7 Comming home 8 Evaluation & Reliving 6 Travel & experience Example Travel 5 Arrival 1. destination 4 Departure Excursions Car rental Transactional Behavioral Targeted 1 Pre Sale 2 Sale 3 Past Sale Pre Departure Insurance Car rental 9 Next Pre Sale Profiling and knowledge of where the customer is in the wheel opens up for a coordinated and relevant dialogue before, during and after the initial sales transaction

12 Disappointed or excited?

13 Who is Michael Leander? As CEO, CMO have made marketing mistakes consistently for 20+ years and learned from most of them Speaker in 40+ countries Customer lifecycle marketing management Judged marketing awards in 15 countries great source of inspiration for learning how marketers think & act Board member. Consultant, trainer, speaker, father of many, husband to one Founded Markedu

14 Automating communication can generate impressive results 53% higher conversion rate 9,3% higher sales quota achievement 50% more sales ready leads at 33% lower cost 12,2% reduction in marcom overhead 70% faster sales cycle times

15 Most effective marketing channels ignored by (most) CMO s! SEO marketing 3 4 5

16 Showstopper Does your team have the skills to embrace the technical side of marketing?

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18 Quick interactive exercise Describe the process of your typical morning Draw the process so that another person will be able to understand how to do your morning The Devil is in the detail!

19 Failing is not a problem. As long as your organization learn from each failure

20 Your ability to create detailed process flows is imperative to implementing marketing automation successfully

21 Know this: which content to use when! Validation: Which questions & concerns might your audience have?

22 Triggers = quick fixes A behavior or non-event where you can use smart marketing automation to trigger a marketing action that will stimulate a different (customer) behavior

23 A few challenges faced by brands and marketers today

24 By 2020 customer experience is expected to surpass product and pricing as the key business differentiator Source: Forbes Insights Customers for Life in association with Sitecore

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26 Convenience Ease of interaction

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28 Getting and keeping anyone s attention is difficult these days. Buyers have an abundance of choices You need to nudge consistently to earn the desired behavior. And occasionally push hard.

29 No more sex on the first date! On average buyers engage with more than 11 pieces of content before making a purchase decision

30 Effective marketing = Increase OTS Opportunity to see. Find your number through experimentation. Don t trust your intuition

31 Tips related to OTS Where do you seed first; paid or earned/owned? Soft and hard selling phases; build up gradually Anything time limited usually performs better

32 marketing: Find your best frequency through testing Decide: Is CTR really how you want to measure your success? Or is how effective you convert to the next step monetary or not?

33 The old AIDA

34 Meet the new AIDA A = Attention (Awareness) I = Interest D = Desire E = Engagement A = Action Many interactions to convince & convert Engage me

35 AIDEA is the new black! A = Attention (Awareness) I = Interest Eyeballs D = Desire E = Engagement Personalized dialogue Engage Reactivate Nurture Engage A = Action $

36 Nudge to change people s behavior and turn intentions into actions add to the experience

37 Define a nonevent Think about a desired action, which could be indicative of a customer intending a specific behavior, but doesn t materialize Then plan: If the action doesn t happen, then we do this!

38 Brilliant ideas are 1 in and (very) expensive to generate. Execution is bread and butter for CMO s! Choose strong execution over brilliant ideas

39 Don t count the customers you reach Reach those who

40 Ideas on how to approach social media marketing automation

41 AID+LIRA Attention > Interest > Desire + Like Interaction Recommendation - Action Engagement Share is good action counts Like is NOT a currency, engagements converting to actions #markedu

42 3 big C s: Context, Connectivity, Content CONTEXT CONNECTIVITY CONTENT Desktop Phone Tablet TV Watching Monday night football and has his phone Awareness TV Spot and Twitter Sponsored Tweet Ad As a high LTV prospect, loaded into Fb custom audience list Awareness messaging via Fb newsfeed Searches for branded generic keyword; Attitudinal Segment A Life Insurance Key Word Re-Marketing Pool Segment A YouTube video on how to buy Life Insurance DR remarketing mobile display ad with customized offer for Term Life Personalized site landing page with offer High-LTV, incomplete quoter re-marketing pool Visits site 2 days later on his ipad, recognized as same user Personalized offer Customized, responsive offer landing page: Online quote Perhaps content isn t King after all? Perhaps context is!

43 Treat your content assets with respect Automate distribution from blog to social Repurpose content Beware time sensitive Automate republishing Study effect to spot winners. Infuse more energy into winners

44 The rule or the rule? Mix your content OPC (Other People s Content) Your own value adding content Promotional content

45 The Vision for marketers? > Anticipate customer needs > Provide timely service > Differentiate communication > Personalize communication > Understand preferences > Manage the permission

46 Speak to customers and prospects in their language addressing the problems, concerns and aspirations of individuals, not segments

47 Obrigado Talk to me