2012 Silverpop Agent ROI - Whereoware: 10 Things to Automate Today

10 Things to Automate Today

Us: Whereoware Online strategy, design, development + marketing The stats: • Eleven years in the business • Work with B2B services, B2B product, + B2C

companies • The Whereoware philosophy: 1-to-1 marketing

- targeted, personalized, automated • Silverpop partner

• 2011 agency partner of the year • Worked with Silverpop for six plus years • 35 Silverpop clients

• Find us on twitter: @whereoware

Twitter: @whereoware

A few of our clients…

Twitter: @whereoware

Marketing automation • Defined: a software platform

designed to automate repetitive tasks

• Traditionally focused on lead generation, but it can be used for so much more!

• Automated, targeted emails work best when you create a personalized experience for the end user

Twitter: @whereoware

Automated targeted emails

Averages Open Rate

Click Rate

Average Time on

Site

Bounce Rate

Average Value Spent

Order Conversion

Rate

Per Visit Value

Automated, Targeted Mailings

52% 45% 8 minutes 20% $499 4% $15

Normal Mailing 35% 28% 6.5 minutes 26% $387 1% $12

Difference 49% 60% 23% -23% 29% 300% 25%

* All data taken from Whereoware clients

They work!

Twitter: @whereoware

We drink our own champagne

Twitter: @whereoware

Agenda 10 THINGS TO AUTOMATE

– Lead follow-up – Customer follow-up – Welcome – Reminders – Product reviews/surveys – Milestones – Loyalty programs – Abandoned cart – Abandoned web page – Abandoned demo/webinar

Twitter: @whereoware

Lead follow-up Defined: a series of emails providing leads useful information about products or services

Goals: • Ensure all leads get

follow-up • Nurture them into sales

qualified leads

Twitter: @whereoware

Lead follow-up: example Atlantic: specialize in trade show exhibits Their problem: didn’t know what to do with their CRM prospects Solution: systematic, automated lead follow-up system

Twitter: @whereoware

Atlantic: lead flow

LEAD ENTERS WELCOME

SUPER OPT IN

NURTURE EMAIL #1

NURTURE EMAIL #2

NURTURE EMAIL #3

FUNNEL

All Other Campaigns: Did You Know, See Our Showroom, Needs, Solutions, Minishow invites, etc.

0 days 3 days

4 days

7 days 7 days

Twitter: @whereoware

Atlantic

Twitter: @whereoware

Atlantic

Twitter: @whereoware

Atlantic

Twitter: @whereoware

Atlantic: super opt in

Twitter: @whereoware

Atlantic: super opt in

Twitter: @whereoware

Customer follow-up Defined: a series of emails providing customers with useful information about your products or services Goals: • Get customers engaged

with your product or services

• Upsell

Twitter: @whereoware

Customer follow-up: example Bullhorn®: web-based recruiting and staffing software Their problem: engaging customers immediately and upselling Solution: systematic, automated customer follow-up

Twitter: @whereoware

Bullhorn: customer flow

CUSTOMER ENTERS WELCOME

INACTIVE NEW CUSTOMER

UPGRADE CAMPAIGNS

CONNECT ALL YOUR SOCIAL

ACCOUNTS

0 days

2 days

8 days

2 days 8 days

8 days 2 days Has not logged in Has not connected social Active customer

Twitter: @whereoware

Bullhorn: inactive customer

Main call to action: start using Bullhorn

Secondary call to action: need help

Twitter: @whereoware

Bullhorn: social connect

Dynamically created based on the social networks they have connected

Twitter: @whereoware

Welcome Defined: email sent X number of hours/days after a visitor signs up for your website/email list Goals: • Engage customers

immediately • Reassure customers that

you have received their request

• Inform customers of email benefits

Twitter: @whereoware

Welcome Email triggered when a visitor

signs up

Describes email benefits

Requests additional

information

John,

Twitter: @whereoware

Welcome

Twitter: @whereoware

Email triggered when a visitor

signs up

Describes email benefits

Promotes social media sites

Reminders Defined: remind users of important dates, appointments, or forms that need to be filled out Goals: • Encourage reorders or

revisits • Cut down on customer

service calls

Twitter: @whereoware

Reminders

Twitter: @whereoware

Download Credentials Form

Thanks for registering

Need business credentials before accessing website

Reminders

Twitter: @whereoware

Download Credentials Form

Need business credentials before accessing website.

Product review/survey Defined: email sent X number of days/weeks after a visitor orders

Goals: • Encourage social

interaction and user generated content

• Gain insight into product information or customer service interactions

Twitter: @whereoware

Product review/survey

Twitter: @whereoware

Main call to action: review recent purchase

Personalized with product purchased

Milestones Defined: email sent X number of days/weeks before a significant date: birthdays, anniversaries, the day a business started with your company, etc. Goals: • Reinforce the customer

relationship

Twitter: @whereoware

Milestones

Twitter: @whereoware

Strengthens relationship with

customers

Incentive to purchase

Loyalty program Defined: incentive email sent when a certain business goal has been met (number of purchases, revenue, visits, etc.) Goals: • Encourage

reorders/revisits • Encourage customer

loyalty

Twitter: @whereoware

Loyalty program Email sent at

different purchasing milestones

Dynamic images based on type of

retailer

Personalized with sales rep

Twitter: @whereoware

Loyalty program Sends an email at

different purchasing milestones

Dynamic images based on type of

retailer

Personalized with sales rep

Twitter: @whereoware

Abandonment Defined: email sent X number of hours/days after a visitor has stopped engaging with your company Goals: • recapture lost sales • reengage lost web visitors • reactivate customers who

stopped in the middle of a white paper series, registration, demos, etc.

Twitter: @whereoware

Abandoned cart Defined: email sent out hours to two days after a user places items in a cart, but does not complete the order Goals: • reduce abandonment rates • complete orders

Twitter: @whereoware

Abandoned cart: example

Provide a reminder of what was in the

cart

Remind users they have something in

your cart

Provide a link to complete the transaction

Twitter: @whereoware

Abandoned web page Defined: email sent out hours to two days after a user visits a specific page, but does not complete the goal Goals: • Encourage goal

completion

Twitter: @whereoware

Abandoned web page: example WEBPAGE EMAIL

Twitter: @whereoware

Abandoned demo Defined: an email sent out 12 hours to two days after a demo was abandoned Goal: • Get users to finish the

demo

Twitter: @whereoware

Abandoned demo: example

Main call to action to finish viewing

the demo

Personalized with their name

Twitter: @whereoware

Key takeaways

• Good data is key • Think outside the box • Test, Test, Test

Twitter: @whereoware

Questions

Jay Beutler jbeutler@whereoware.com 701-205-1463

Slides available at: www.slideshare.net/whereoware More best practices: portal.silverpop.com

GET IN TOUCH

MORE INFO

Website: www.whereoware.com Twitter: @whereoware Facebook: www.facebook.com/whereoware Blog: www.whereoware.com/blog