Upload
shawn-desouza
View
222
Download
0
Embed Size (px)
Citation preview
8/6/2019 eDynamic ( Conversion Webinar )_20110322_FINAL
1/35
Acquisition
Webinar: March 22 2011
A Digital Solutions Firm deliveringMarketing and Technology Solutions
New York . Toronto . Phoenix . Los Angeles . London. Dubai . New Delhi
8/6/2019 eDynamic ( Conversion Webinar )_20110322_FINAL
2/35
Introductions
eDynamic Webinar Team
Shawn De Souza: Demand Generation Practice Director
1
8/6/2019 eDynamic ( Conversion Webinar )_20110322_FINAL
3/35
About the eDynamic
eDynamic is a digital consultancy that helps clients acquire andengage customers through cutting edge interactive solutions
Experienced. Founded in 1999
rus e . verse us ness cr ca pro ec s e vere ormid-size to Fortune 500 organizations
Versatile. Experience across diverse verticals, includingFinancial Services, Technology, Retail, Media & Publishing,Education Travel and Hos italit Oil and Gas and others
2Global. Locations in United States, Canada, Middle-East and
8/6/2019 eDynamic ( Conversion Webinar )_20110322_FINAL
4/35
What we will cover today
1. Challenges with acquisition
.
3. Leveraging digital platforms
3
8/6/2019 eDynamic ( Conversion Webinar )_20110322_FINAL
5/35
acquisition
44
8/6/2019 eDynamic ( Conversion Webinar )_20110322_FINAL
6/35
Challenges with Acquisition
Marketers face challenges to acquire and convert customersusing online channelsEngagement, Dialog and Nurturing
1. Improving engagement: Delivering relevant experiencesthat keep visitors engaged with your organization
2. Maintaining digital dialog: Two-way conversations using
multiple channelsweb, email and community
3. Nurturing leads: Move leads through the buying cycle tothe point at which they are ready for sales
54. Delivering sales-ready leads: Developing leads that are
ready to engage with the sales team
8/6/2019 eDynamic ( Conversion Webinar )_20110322_FINAL
7/35
Three Pillars of Successful Acquisition
Addressing challenges requires three pillars of onlineacquisition: Coordination, Multi-channel and Personalization
Coordination Multi-channel Personalization
6
8/6/2019 eDynamic ( Conversion Webinar )_20110322_FINAL
8/35
Roadblocks to the Three Pillars
Building upon the Three Pillars requires us to understand theunderlying gaps in the marketing approach and platforms
1. Coordination: Lack of a unified messaging strategy
. -messaging platforms
.
7
8/6/2019 eDynamic ( Conversion Webinar )_20110322_FINAL
9/35
Unified Messaging Strategy
Delivering a consistent experience across channels requires aunified messaging strategy that provides consistency
Engaging customers across theentire buying cycle requires
expectations
Challenges Channel platforms have siloed
messageseach creating adifferent experience
8
anne p a orms o no
coordinate the timing ofmessages
8/6/2019 eDynamic ( Conversion Webinar )_20110322_FINAL
10/35
8/6/2019 eDynamic ( Conversion Webinar )_20110322_FINAL
11/35
Common View of the Customer
Consistent personalization across multiple channels requiresthat each channel has the same customer view
Delivering personalizedmessages across channels to
understanding of the customer
Challenges Customer informationboth
behavioural and profileisstored in siloed systems
10
n egra e or r -par yanalytics platforms, along withthe CRM platform, are typically
dis arate s stems
Coremetrics and Bloomberg BusinessWeekReport on Optimizing Online Marketing 2009
8/6/2019 eDynamic ( Conversion Webinar )_20110322_FINAL
12/35
Building on the Three Pillars
How do we remove the roadblocks that prevent us from buildingon the Three Pillars: Steps toward multi-channel acquisition
1. Coordinate to personalizeDefining the single view of the customer
Interpreting the view into actionable messaging
2. Leverage the digital platforms Integrate the platforms
Implement the actionable messaging
11
8/6/2019 eDynamic ( Conversion Webinar )_20110322_FINAL
13/35
personalize
1212
8/6/2019 eDynamic ( Conversion Webinar )_20110322_FINAL
14/35
Coordinate to Personalize
eDynamic uses four steps to achieve multi-channel engagementthat aligns with customer expectations and drives acquisition
1. Employ a closed-loop engagement cycleBuild the profile, analyze the profile and respond to the prospect
2. Characterize prospect
Properties include buying cycle state and segmentation parameters
3. Develop content to align with the prospect expectations
Content will speak directly to a prospect profile
134. Automate the closed-loop prospect engagement
Use web CMS and marketing automation platforms to automate theengagement cycle
8/6/2019 eDynamic ( Conversion Webinar )_20110322_FINAL
15/35
8/6/2019 eDynamic ( Conversion Webinar )_20110322_FINAL
16/35
Using Buying Cycle to Define Engagement
Use the buying cycle to understand how, when and withwhat to engage prospects at each step of buying process
UnderstandyourBuyingCycle Segmentyouraudience MaptheMessages ImplementthePlatforms
Understand your buying cycle
Understand your customers mindset through the buying cycle journey
Segment your audience
Determine the target groups within your audience
15
Map the messages Understand and align the messages with the segment and their objections
Implement the multi-channel platforms
8/6/2019 eDynamic ( Conversion Webinar )_20110322_FINAL
17/35
Understand your Buying Cycle
This is typically 5-6 stages customers pass through from thepoint of need recognition to a purchase decision
16
8/6/2019 eDynamic ( Conversion Webinar )_20110322_FINAL
18/35
Segment your Audience
Who is buying from you? Understand the distinctbuying groups within your prospect population
UnderstandyourBuyingCycle Segmentyouraudience MaptheMessages ImplementthePlatforms
17
8/6/2019 eDynamic ( Conversion Webinar )_20110322_FINAL
19/35
What to Consider for Segmentation
Objective: Understand relevant segmentation attributes, defineexclusive and homogeneous groups that are of substantial size
Understand segmentationattributes
emograp cs
Needs
Behavior Others
Segment group guidelines
18
Homogeneous
Substantial
8/6/2019 eDynamic ( Conversion Webinar )_20110322_FINAL
20/35
Align Content to the Segmentation
Identify content that address customer expectations. Considerbuying cycle, segmentation, pain points and motivators
UnderstandyourBuyingCycle Segmentyouraudience MaptheMessages ImplementthePlatforms
19
8/6/2019 eDynamic ( Conversion Webinar )_20110322_FINAL
21/35
Creating a Content Map
Objective: Understand prospect needs and motivations persegment per stage, walk the buying cycle like they would
Mapping content Per stage in the buying cycle
Per segment
Put yourself in their shoes
What uestions would thehave at this stage?
What information would theyneed to move forward?
20
What fear, uncertainty anddoubt (FUD) must beovercome?
8/6/2019 eDynamic ( Conversion Webinar )_20110322_FINAL
22/35
Summary
1. Understand the buying cycleDo the standard stages apply your customer?
B2B versus B2C differences
2. Perform a segmentation exercise Industries
Roles
Pain oints and motivators
3. Define a content map Identify content that addresses customer expectations
21
8/6/2019 eDynamic ( Conversion Webinar )_20110322_FINAL
23/35
platforms
2222
8/6/2019 eDynamic ( Conversion Webinar )_20110322_FINAL
24/35
8/6/2019 eDynamic ( Conversion Webinar )_20110322_FINAL
25/35
Leverage the Three Key Digital Platforms
Three platforms provide Unified Engagement Platform to deliveran experience based on a common customer context
Web CMS
CommonCustomerContext
24AutomationCRM
8/6/2019 eDynamic ( Conversion Webinar )_20110322_FINAL
26/35
Automating the Engagement Cycle
Automating the engagement cycle across the buying cyclerequires context-specific content delivered at the right time
1. Content map: Defines the content topics that addressthe segmentation, pain points and motivations identified
2. Develop content: Develop the dynamic content
. -marketing automation enable marketers to define rulesthat govern what content is displayed in a context
25
8/6/2019 eDynamic ( Conversion Webinar )_20110322_FINAL
27/35
Technologies Working Together
Web CMS, market automation and CRM offer a common view ofthe customer that drives personalization across web and email
26
8/6/2019 eDynamic ( Conversion Webinar )_20110322_FINAL
28/35
eDynamics Unified Engagement Platform
Delivering context-driven, multi-channel experiences across thebuying cycle requires a unified engagement platform
27
8/6/2019 eDynamic ( Conversion Webinar )_20110322_FINAL
29/35
Create your own Amazon.com
B2B organizations can use similar mechanics to lift conversionand drive acquisition
28
8/6/2019 eDynamic ( Conversion Webinar )_20110322_FINAL
30/35
2929
8/6/2019 eDynamic ( Conversion Webinar )_20110322_FINAL
31/35
Solutions
eDynamic provides end-to-end digital solutions focused on thecustomer acquisition and retention
Digital Solutions Digital Strategy
Digital Application Outsourcing Application Maintenance
Content Management (Search,DAM, WCM, KM. Publishing
systems)
pp ca on uppor
Staff Augmentation Services Mobile and Multi-device
Experiences
eBusiness
Global Staff Augmentation
Digital Resources
30
Application Development &Integration
Demand Generation
Intranets
Business Intelligence
8/6/2019 eDynamic ( Conversion Webinar )_20110322_FINAL
32/35
What Makes Us Unique
eDynamic is transforming digital services by delivering acombination of best-of-breed services
Big 5 StaffAugmentationFirms
Agencies SystemsIntegrators
Boutique
WebDevelopment
shops
eDynamic
Digital IT Strategy
Experience Digital Marketing
UX Design Content Strategy
Technology Web ContentManagement
Limited Limited Limited
Enterprise Content
Management
31
eCommerce App Dev Limited Maintenance andSupport
Engagement Global Delivery Model Consulting Services
Staff Aug
8/6/2019 eDynamic ( Conversion Webinar )_20110322_FINAL
33/35
3232
8/6/2019 eDynamic ( Conversion Webinar )_20110322_FINAL
34/35
Contact Us
Rolf [email protected]
Shawn De Souza. .
http://demandgeneration.edynamic.net
33http://cms.edynamic.net
8/6/2019 eDynamic ( Conversion Webinar )_20110322_FINAL
35/35
3434