Leveraging Silverpop Engage Drinking our Own Champagne A Tale of Two Silverpop Marketers
Trust us, we can relate Lindsay Mahoney Director, Marketing Communications Talibah Mbonisi Manager, Marketing Operations
In our world, everything is urgent! From: CMO Subject: Urgent Need your help Importance: High
and everyone is more demanding... Yeah, I'm gonna need you to come in on Saturday...
even our customers. Barbecue bacon cheeseburger; barbecue, bacon and cheese on the side..
Session Overview 1. Performance Measurement 2. Understanding and Leveraging the Data 3. Campaign Automation
Performance Measurement
Which efforts are successful? Money Time Resources Campaigns Acquisition Prospects/ Customers Missed Opportunity
Sneak-Peak into our world 50 events annually 30 webinars annually 20 3 rd party webinars annually Monthly Meeting and Call Maker Campaigns 15-25 different advertising outlets monthly Nurture programs
This is a huge investment how do we know what is working and what isn t?
Campaign Tracking URL
but there is a more efficient way
Tracking Breakdown Lead Source Campaign ID http://pages.silverpop.com?sp_source=q1-13_emailebook_linkedin&sp_ctc=70140000000iqyv& sp_r=http://www.silverpop.com/downloads/white-papers/wp_scoring2013.pdf Content / Offer Redirect
Campaign Tracking URL http://pages.silverpop.com/bannerad?sp_source=banner 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
0.67% CTR 25% conversion rate $24 per sign up VS. 2.29% CTR 8% conversion rate $70 per sign up 16
Take it one step further Web Tracking Event Triggers A/B Testing
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
Understanding & Leveraging the Data
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
15 Status 1 25 Status 2 50 Status 3
Scoring Framework at Silverpop
Silverpop Scoring behind the scenes: Profile
Silverpop Scoring behind the scenes: Behavior
Score determines routing & communication strategy Sales Team Demand Gen / Telesales Marketing/ Nurture
The Result Sales Demand Gen / Telesales Nurture
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
Beyond traditional scoring Engagement level scoring Inactivity scoring RFM (Recency/Frequency/Monetary) framework Mid/End Funnel Scoring Loyalty scoring Profile completeness Scores
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
Campaign Automation
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 Email Web Content Social
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 Email 1: Social Marketing Wait 2 months Email 2: Benefits of Automation Wait 2 months Email 3: Set up a call? Wait 2 months
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
Silverpop Product Usage Nurture multi track Not using web tracking Email 1: Why you should care about web tracking Wait 2 weeks Email 2: Benefits of Web Tracking Wait 3 weeks Using Web Tracking Yes Email 3a: Congrats on using web tracking No Email 3b: Promote web tracking services
Where our program usage is going Triggered from CRM fields Fewer emails, more programs Increased sophistication Self-select nurtures
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
Session Takeaways Lay the foundation Look for leverage Start with a plan Be prepared for change Do something!
Questions! Thank you!