Contact Acquisition Strategy

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Acquisition Strategy Best Practices

Victoria Offenhartz Marketing Advisor, Customer Empowerment Oracle Marketing Cloud

Oracle Confidential – Internal/Restricted/Highly Restricted

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Victoria Offenhartz

• Agile marketer

• 15 + years of integrated cross-channel consumer and business marketing experience from direct platform and advertising agencies.

• Committed to driving relevance through innovative and creative marketing approaches.


Program Agenda

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Customer Driven Buying Journey

Expectations of Today’s Customer

Leading Your Audience

Importance of Data Quality for Contact Acquisition Strategies

Acquisition Tactics for Getting Leads into the Funnel

Building Profiles & Nurturing Leads

Communicating to the Newly Acquired Contact

1

2

3

4 4

5

4 6

4 7


Google and Corporate Executive Board study

“Buyers are 60%

through their decision process

BEFORE engaging

with a Sales person.”


Customers Dictate Their Own Path

NEXT STOP

Any Preference


What Customers Expect of Companies Today


Know Me Profile-based Targeting

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Defining a Persona

Personas

Develop a common language about buyers

Drive customization and personalization

Inform marketing strategies

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Create Buyer Personas

CMO

VP, Demand

VP, Media

Marketing Manager

Attributes

Influencing Factors

Consumption Factors

i.e. role, company size, income, education

i.e. fears, goals, challenges

i.e. preferred content types, preferred channels

Persona Name: Saul VP, Media


Progressive Profiling Engagement 1: Customer is asked for:

First & Last Name, Email

Engagement 2: Customer is asked for: Company Name, Number of Employees

Engagement 3: Customer is asked for: Job Title

Engagement 4: Customer is asked for: Industry


Engage Me Behavior-based Targeting


11% of marketers said they are engaged in real dialogue with buyers at each stage of the purchase journey and personalize communications according to their needs.

13

Forrester – Why You Need To Be A Modern Marketer: The Business Impact of Marketing Maturity In The Age Of The Customer

Report Published: September 2014


Customer Lifecycle

Buy Market & Sell

Own Support & Serve

Recommend

Maintain

Use Receive Need Research

Select

Purchase


Lead Me: Anticipate My Future Needs Customer Loyalty

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Lead Me…

16

Create Buyer’s Journey

Nurture Prospects Through Journey

Cross-sell/Up-sell Opportunities


Importance of Cultivating Loyal Customers

Drive 80% of your total revenue

Account for 72% of total visits to your business

Spend 10X more than new

customers over their lifetime

Source: Surprising Facts about Customer Loyalty Marketing, www.marketingprofs.com

http://www.marketingprofs.com/


Finding prospects


Description

• Look-Alike Modeling helps you model your best customers and converters to gain reach & efficiency

• Oracle DMP’s Look-Alike Modeling capabilities are fully integrated for Responsys and Eloqua customers

• Oracle DMP also has standard look-alikes capabilities for other cross-channel platforms on the market

Why is This Important?

Look-Alike Modeling allows marketers to use the data they already have and model new segments after their best customers for improved targeting and reach to use in acquisition activities through display channels as well as to deploy improved, more relevant lead nurturing and customer relationship marketing programs.


Look-alike Modeling


Benefits specific to Eloqua & Responsys Customers Key benefits for current customers to enable Oracle Data Management Platform Look-alikes today!

Prospect for qualified customers

Build your list & find top-of-funnel audiences for email and lead generation purposes


3rd Party

Extend your current marketing automation activities to display media

Expand your display strategy to include Look-alikes across all vendors for additional customer acquisition

Use 3rd party data for smart, automated construction of Look-alikes

Powered by the Oracle Data Cloud, have access to the most robust global data set


Importance of Data Quality for Contact Acquisition Strategies


Just one year after acquiring an email address, there is a

that the address is no longer valid. This is why contact acquisition efforts are so

important.

Source: Responsys Deliverability eBook 2014

20 – 30 % chance


Top Methods to Help Ensure Data Quality

Require double email field confirmation. 1

Use a double opt-in. 2

Prohibit incentivizing sales associates for email sign-ups (leads to very low-quality entries).

5

Send a welcome message or series to communicate clearly and reinforce subscriber expectations.

4

Use an email validation vendor to clean out know hard bounces before sending an email for the first time.

3


Acquisition Tactics for Getting Leads into the Funnel


Tactic 1: Newsletter or Blog Sign-up

B2B marketers that use blogs

generate 67% more leads per month than those who don’t.

Source: Social Media B2B


Tactic 2: Site Registration

“Pop-ups are probably one of the easiest ways to increase your email

subscribers.”

Source: Mauro D’Andrea, unbounce.com


Tactic 3: Banner Ads or Display

The typical Internet user is

served xxxx banner ads per

month.

Source: ComScore

1707


Tactic 4: Social

Social media has

100% higher lead-to-close rate

than outbound marketing.

Source: State of Inbound Marketing


DocuSign Markie Winner for Best Social 2013


DocuSign developed a Promoted Tweet Program with Twitter: • DocuSign realized that prospects that take their 1-min demo are a great lead source • A demo lead converts faster and to higher MRR • Goal: Get more prospects to try the demo.

DocuSign ran the following plays over two quarters, optimizing along the process: A competitive play using Twitter Promoted Tweets – Targeted timeline, targeting the followers of DocuSign’s competitors A partner play to the followers of DocuSign’s partners through Twitter Promoted Tweets – Targeted Timeline with compelling CTA Tweets to capture the leads. A Marketing Automation vendor play – companies that buy MAP software have a high propensity to buy DocuSign. Promoted Tweets in Search and Tweets using keywords.


DocuSign Markie Winner for Best Social 2013


Example and Results: Example:

•Like to esign? Enter to win a free Google Nexus tablet by taking a 1 minute demo of DocuSign http://ow.ly/i2JH8

Results:

•Through a heavy competitive and partner play, DocuSign was able to generate : • net new business within weeks of launching, exceeding expectations by 5x • DocuSign expanded their social reach, drove measurable results and revenue, and had fun.

http://ow.ly/i2JH8


Tactic 5: Search Marketing

89% of customers

begin their buying process with a search engine.

Source: Biznology

89%


Tactic 6: Offline

Nearly 40% of online searchers make a purchase after being influenced by an

offline channel.

Source: iProspect study


Tactic 6: Transactional Messages

Revenue per email for transactional emails vs. promotional mailings is as much

as 4X larger, depending on type of transactional message.

Source: Experian


Communicating to the Newly Acquired Contact



Importance of Communicating to the Newly Acquired Contact

Acknowledges the action and sets expectations. 1

Introduces them to your brand and explains the benefits of receiving your emails. 2

Validates the new email address. 5

Allows you to provide a clear call-to-action with links to your website. 4

Allows you to highlight your value proposition. 3


Examples


Examples


Getting Started



Determine which tactic you are

going to execute or optimize

Evaluate the performance and

conversion metrics you

already have

Develop content for the

contact acquisition campaign

Document campaign’s high-

level info

Assess form requirements

Determine resources needed on your team to build campaigns

Assess data integration needs

Implement contact acquisition campaigns in the OMC application


Identify KPIs to measure your success and opportunities and report results to stakeholders

Consider building a testing strategy to optimize and mature your campaigns

Create regularly scheduled reports with your KPIs to track performance and to keep stakeholders informed

Getting Started 1. Plan 2. Build and Execute 3. Measure
