Track: Customer Journey Showcase
#CNX14
#CNX14
ROI: Automating Personalized Print and Digital Lifecycle Campaigns
Cody Clark, Global Campaign Manager, ExactTarget
Tom Dyson, VP SG360°INTEGRATions
Terry Messervy, Commercial Director, Digital Logic
Eliot Harper, Chief Technology Officer, Digital Logic
Track: Customer Journey Showcase
#CNX14
#CNX14
ExactTarget Marketing Cloud
Cody Clark, Global Campaign Manager
Track: Customer Journey Showcase
#CNX14
“Make an impression along the customer’s journey – give the sales rep an introduction.”
Track: Customer Journey Showcase
#CNX14
Campaign Types:
1 2 3
Quarterly Prospecting:
Large-scale, product promotion intended as cold-call support
for sales reps
Event and Audience:
Focused mailers supporting event
follow-up and targeted audience
interactions
On-Demand:
Launched mailings based on prospect
interaction via digital channels and conversations
Track: Customer Journey Showcase
#CNX14
Quarterly Prospecting Campaigns
• Large-scale
• Customized and personalized
• Introductory step for Sales Reps along their customer’s journey
• Challenge: launched quarterly; leads can take some time before mailer is sent
Track: Customer Journey Showcase
#CNX14
Event and Audience Targeted Campaigns
• Product, Event, or Industry-specific
• Customized and personalized
• Introductory step for Sales Reps along their customer’s journey; Or follow-up step along customer’s journey
• Challenge: Timeliness – needs to be sent immediately following event to generate strongest response
Track: Customer Journey Showcase
#CNX14
#CNX14
Blending Digital with Direct Mail
Tom Dyson, VP SG360°INTEGRATions, www.linkedin.com/in/dysonthomas/
Track: Customer Journey Showcase
#CNX14
An iProspect Study showed that 67% of Online Searches are driven by Offline Channels&
39% Convert - Purchasing from the very company that caused them to launch the search
What We See Offline Often Influences Our Purchases
Source: iProspect’s Offline Channel Influence on Online Search Behavior Study August 2007
Track: Customer Journey Showcase
#CNX14
Direct mail campaigns benefit from higher response rates than various other channels.
Direct Marketing Association (DMA) , June 2012
Why Direct Mail continues to play an active role in an Online World
Track: Customer Journey Showcase
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Data from the same DMA “2012 Response Rate Report” indicates that:
costs for direct mail are higher
but response rate is better for mail,
cost per order across direct mail, email, and paid search are roughly equal.
It makes sense to combine the use of all
Direct Mail is an important part of a Customer Journey
Why Direct Mail continues to play an active role in an Online World
Track: Customer Journey Showcase
#CNX14
True Marketing Automation Must Address the Data, the Content, and
the Response and
Be Flexible to the Fickle Customer in Every Channel
Track: Customer Journey Showcase
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Why Journey Management and Not Manual or Semi-Manual
Track: Customer Journey Showcase
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Cody’s Quarterly – Triggered Journey’s Work Today the customer wants it when they are engaged not when we can engage
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20
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60
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Triggers Quarterly Mailer
Mobile Push
Tweet Webinar
Track: Customer Journey Showcase
#CNX14
Ideas - Digital and Direct Mail that Works • Abandoned Cart - Send a direct mail triggered by an abandoned cart
• Big Ticket Browsing - Direct mail triggered by prospect browsing by product category
• Win Back/Reengagement - Reconnect via direct mail if your email is not responding
• Email Opt In - Drive email opt-in with Direct Mail to Purl & QR code campaigns
• Compliance - Link transactional email and s-mail to assure your customers always get the message
• Reminder - Trigger a reminder email when a direct mail piece gets in home
• Preference Management - via the channel they choose, email, mobile or direct mail.
Track: Customer Journey Showcase
#CNX14
#CNX14
ExactTarget Marketing Cloud
Cody Clark, Global Campaign Manager
Track: Customer Journey Showcase
#CNX14
On-Demand Example
• Product-specific; Or latest white paper or promotional deliverable
• Customized and personalized
• Any spot among the customer’s journey: follow-up, introductory, or deal support/education
• Challenge: Ease of use – currently require sales rep ordering mailer for interactions with their customers – need automation
Track: Customer Journey Showcase
#CNX14
#CNX14
Digital Logic
Terry Messervy, Commercial Director, Digital Logic
Eliot Harper, Chief Technology Officer, Digital Logic
Track: Customer Journey Showcase
#CNX14
Why Printed Direct Mail is important
• Personalised direct mail (65%) is the most influential channel of communication for customer retention*
• After and websites (65%) TV (43%), personalised direct mail (43%) is considered the most useful communication channel for new customers looking to make a final purchase decision*
• After websites (68%), personalised direct mail (48%) is the most influential channel for customers looking to make a final decision about switching brands*
* ExactTarget 2012 Channel Preference Survey
Track: Customer Journey Showcase
#CNX14
Why Journey Builder & Printed Direct Mail are the Perfect Combination
Track: Customer Journey Showcase
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Journey Builder + Printid™ Demonstration
Track: Customer Journey Showcase
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Track: Customer Journey Showcase
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Track: Customer Journey Showcase
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Track: Customer Journey Showcase
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Track: Customer Journey Showcase
#CNX14
Track: Customer Journey Showcase
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Track: Customer Journey Showcase
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Track: Customer Journey Showcase
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Benefits of Direct Mail & Journey Builder to ET
Cost: Decreases costs per mail pack and uses most effective channels first, reducing waste & maximising ROMI
Ease: Operated from within Salesforce ExactTarget™ Marketing Cloud a single platform to deploy all triggered print and digital communications
Flexibility: Allows you to react to market response in the clients moment of need
Control: Allows you to preset campaign parameters to suit your budget.
Track: Customer Journey Showcase
#CNX14
Benefits of Direct Mail & Journey Builder to ET cont…
Speed: Automated all processes in real time, increases speed to market
Simplicity: Requires only one contact, one brief, one set of data, one set of business rules and one platform, for all your cross-channel
marketing campaigns
Responsiveness: Responds to and records your customer’s digital body language
Security: All data remains within one safe environment Salesforce ExactTarget™ Marketing Cloud - PDF print files provided to mailhouse
Track: Customer Journey Showcase
#CNX14
Track: Customer Journey Showcase
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Additional Information available at
www.printidapp.com
Track: Customer Journey Showcase
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#CNX14
Q&A
Terry MesservyDigital Logic
+ 61 407 804 [email protected]
Eliot Harper Digital Logic
+61 402 646 [email protected]
Cody ClarkExactTarget
+1 (317) [email protected]
Tom DysonSG360
+1 (484) [email protected]
Track: Customer Journey Showcase
#CNX14
HESTA Example
Additional information available at www.printidapp.com
Track: Customer Journey Showcase
#CNX14
Track: Customer Journey Showcase
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Take the after-session survey!
Take the Survey in the Connections 2014 Mobile App
Join the Conversation!
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$50StarbucksGift Card
Track: Customer Journey Showcase
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Track: Customer Journey Showcase
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CUSTOMER JOURNEY SHOWCASE
MARKETING THOUGHT LEADERS
EMAIL MARKETING PRODUCT STRATEGY& ROADMAP
PERSONAL TRANSFORMATION
& GROWTH
SOCIAL MARKETING MOBILE & WEB MARKETING
DEVELOPERS HANDS-ON TRAINING
INDUSTRY TRENDSETTERS
CREATIVITY & INNOVATION
SALESFORCE FOR MARKETERS
ROUNDTABLES