Michael Leander. markedu.pt

Transcription

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

2 The right message to the right person at the right /me in the right place using the most effec/ve channel

3 Is this message best suited for? a) an exis)ng customer b) a non- customer

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

5 Charles Tyrwhitt cross-channel marketing automation

6 Customer lifecycle marke1ng automa1on Differen1ated approach addresses different needs SMS/ Recommend to friends 7 Comming home 6 Travel & experience 5 Arrival 1. destination Excursions Car rental 8 Evaluation & Reliving Example Travel 4 Departure Transac)onal 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 a@er the ini1al sales transac1on

7 Disappointed or excited?

8 Automa1ng communica1on 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% reduc)on in marcom overhead 70% faster sales cycle )mes

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

10 Showstopper Does your team have the skills to embrace the technical side of marke)ng?

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12 Quick interac/ve 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!

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

14 Your ability to create detailed process flows is impera)ve to implemen)ng marke)ng automa)on successfully

15 Triggers = quick fixes A behavior or non- event where you can use smart marke)ng automa)on to trigger a marke)ng ac)on that will s)mulate a different (customer) behavior

16 Who is Michael Leander? ü As CEO, CMO have made marke/ng mistakes consistently for 20+ years and learned from most of them ü Speaker in 40+ countries ü Customer lifecycle marke/ng management ü Judged marke/ng awards in 15 countries great source of inspira8on for learning how marketers think & act ü Board member. Consultant, trainer, speaker, father of many, husband to one ü Founded Markedu

17 A few challenges faced by brands and marketers today

18 By 2020 customer experience is expected to surpass product and pricing as the key business differentiator Source: Forbes Insights Customers for Life in associa8on with Sitecore

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20 Convenience Ease of interac)on

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22 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.

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

24 Effective marketing = Increase OTS Opportunity to see. Find your number through experimenta)on. Don t trust your intui)on

25 Tips related to OTS Where do you seed first; paid or earned/ owned? So_ and hard selling phases; build up gradually Anything )me limited usually performs be`er

26 marke/ng: Find your best frequency through tes)ng Decide: Is CTR really how you want to measure your success? Or is how effec)ve you convert to the next step monetary or not?

27 The old AIDA

28 Meet the new AIDA A = A`en)on (Awareness) I = Interest D = Desire E = Engagement A = Ac)on Many interac)ons to convince & convert Engage me

29 AIDEA is the new black! A = A`en)on (Awareness) Eyeballs I = Interest D = Desire E = Engagement Personalized dialogue Engage Re- ac)vate Nurture Engage A = Ac)on $

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

31 Define a non- event Think about a desired ac/on, which could be indica/ve of a customer intending a specific behavior, but doesn t materialize Then plan: If the ac1on doesn t happen, then we do this!

32 Brilliant ideas are 1 in and (very) expensive to generate. Execu/on is bread and buzer for CMO s! Choose strong execu/on over brilliant ideas

33 Don t count the customers you reach Reach those who

34 Ideas on how to approach social media marketing automation

35 AID+LIRA Attention > Interest > Desire + Like Interaction Recommendation - Action Engagement Share is good ac1on counts Like is NOT a currency, engagements conver8ng to ac8ons #appmpt

36 Perhaps content isn t King a^er all? Perhaps context is! 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

37 Treat your content assets with respect Automate distribu)on from blog to social Repurpose content Beware )me sensi)ve Automate republishing Study effect to spot winners. Infuse more energy into winners

38 The rule or the rule? Mix your content OPC (Other People s Content) Your own value adding content Promo)onal content

39 The Vision for marketers? > An/cipate customer needs > Provide /mely service > Differen/ate communica/on > Personalize communica/on > Understand preferences > Manage the permission

40 Speak to customers and prospects in their language addressing the problems, concerns and aspira1ons of individuals, not segments Automa1ng your marke1ng will make a lot of sense. Pick your banles carefully

41 Obrigado Talk to me