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Tips to improve your reach and engagement using marketing
automation and triggers
markedu.pt / @markedu / @michaelleander
Michael Leander
The right message to the right person at the right /me in the right place
using the most effec/ve channel
Is this message best suited for ?
a) an exis)ng customer b) a non-‐customer
Best approach for selling subscriptions?
Direct mail Email Direct
Email approach
2
Email approach
3
Email approach
4 Etc.
Charles Tyrwhitt cross-channel marketing automation
Customer lifecycle marke1ng automa1on Differen1ated approach addresses different needs
1Pre Sale
2Sale
3 Past SalePre Departure
4Departure
5 Arrival 1. destination
6 Travel & experience
7 Comming home
8 Evaluation& Reliving
9 Next Pre Sale
Profiling and knowledge of where the customer is in the ”wheel” opens up for a coordinated and relevant dialogue before,
during and a@er the ini1al sales transac1on
Transac)onal Behavioral Targeted
Example Travel
SMS/Email
Insurance Car rental
Excursions Car rental
Recommend to friends
Disappointed or excited?
Automa1ng communica1on can generate impressive results
53% higher conversion
rate
9,3% higher sales quota achievement
50% more sales ready leads at 33% lower cost
12,2% reduc)on in marcom overhead
70% faster sales cycle )mes
Most effective marketing channels ignored by (most) CMO’s !
• SEO • Email marke)ng • 3 • 4 • 5
Does your team have the skills to embrace
the technical side of
marke)ng?
Showstopper
Quick interac/ve exercise
• Describe the process of your typical morning
• Draw the process so that another person will be able to understand how to “do” your morning
• The Devil is in the detail!
Failing is not a problem. As long as your organization learn from each failure
Your ability to create detailed process flows is impera)ve to implemen)ng marke)ng automa)on successfully
Triggers = quick fixes
A behavior or non-‐event where you can use smart marke)ng automa)on to trigger a marke)ng ac)on that will s)mulate a
different (customer) behavior
Who is Michael Leander? ü As CEO, CMO have made
marke/ng mistakes consistently for 20+ years …
… and learned from most of them ü Speaker in 40+ countries ü Customer lifecycle marke/ng
management ü Judged marke/ng awards in 15
countries … … great source of inspira8on for learning how marketers think & act ü Board member. Consultant,
trainer, speaker, father of many, husband to one
ü Founded Markedu
A few
challenges faced by
brands and marketers
today
“By 2020 customer experience is expected to
surpass product and pricing as the key business
differentiator”
Source: Forbes Insights “Customers for Life” in associa8on with Sitecore
Convenience Ease of interac)on
Getting and keeping anyone’s attention is difficult these days.
Buyers have an abundance of choices You need to “nudge” consistently to
earn the desired behavior. And occasionally push hard.
No more sex on the first date !
On average buyers engage with more than 11 pieces of content
before making a purchase decision
Effective marketing = Increase OTS
Opportunity to see. Find your number through experimenta)on. Don’t trust your intui)on
Tips related to OTS
• Where do you seed first; paid or earned/owned?
• So_ and hard selling phases; build up gradually
• Anything )me limited usually performs be`er
Email marke/ng: Find your
best frequency through tes)ng
Decide: Is CTR really how you want to measure your success? Or is how effec)ve you convert to the next step – monetary or not?
The old
AIDA
Meet the new AIDA A = A`en)on (Awareness) I = Interest D = Desire
E = Engagement
A = Ac)on
Engage me
Many interac)ons to convince &
convert
A = A`en)on (Awareness) I = Interest D = Desire
E = Engagement
A = Ac)on
Personalized dialogue
Eyeballs
Engage
$
Engage
Nurture
Re-‐ac)vate
AIDEA is the new black!
Nudge to change people’s behavior and turn intentions into actions –
add to the experience
Define a non-‐event
• Think about a desired ac/on, which could be indica/ve of a customer intending a specific behavior, but doesn’t materialize
• Then plan: “If the ac1on doesn’t happen, then we do this !
Brilliant ideas are 1 in 1.000 and (very) expensive to generate.
Execu/on is bread and buZer for CMO’s! Choose strong execu/on over brilliant ideas
Don’t count the customers you reach – Reach those who count
@michaelleander
Ideas on how to approach social media marketing
automation
AID+LIRA Attention > Interest > Desire + Like – Interaction – Recommendation - Action
Engagement Share is good ac1on counts
Like is NOT a currency, engagements conver8ng to ac8ons are @michaelleander #appmpt
3 big C’s: Context, Connectivity, Content
CONNECTIVITY
Desktop Phone Tablet TV
CONTEXT CONTENT
Watching Monday night football and has his phone
Awareness TV Spot and Twitter Sponsored Tweet Ad
As a high LTV prospect, loaded into Fb custom audience list
Awareness messaging via Fb newsfeed
DR remarketing mobile display ad with customized offer for Term Life Life Insurance Key Word Re-Marketing
Pool
Visits site 2 days later on his iPad, recognized as same user
Customized, responsive offer landing page: Online quote
Searches for branded generic keyword; Attitudinal Segment A YouTube video on how to buy Life Insurance
High-LTV, incomplete quoter re-marketing pool Personalized offer email
Personalized site landing page with offer Segment A
Perhaps content isn’t King a^er all? Perhaps context is !
Treat your content assets with respect
• Repurpose content • Beware )me sensi)ve • Automate republishing
• Automate distribu)on from blog to social
• Study effect to spot winners. Infuse more energy into winners
The 5-‐3-‐1 rule or the 2-‐5-‐2 rule?
Mix your content • OPC (Other People’s Content) • Your own value adding content • Promo)onal content
The Vision for marketers? > An/cipate customer needs > Provide /mely service > Differen/ate communica/on > Personalize communica/on > Understand preferences > Manage the permission
Speak to customers and prospects in their language addressing the
problems, concerns and aspira1ons of individuals, not segments
Automa1ng your marke1ng w
ill make a lot of sense.
Pick your baNles care
fully
Obrigado Talk to me [email protected]
