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SMS & Marketing AutomationImplementation Case Study
Presented by: Greg Beazley, National Campaign ManagerJune 2016
Greg Beazley
● Over 9 years Marketing experience● National Campaign Manager at
News Corp Australia● Marketo Certified Consultant● Lead implementation of Marketo● Focus on customer lifecycle
strategies for B2B
The Purpose
● Why SMS & Automation?● Case Studies● What’s next?● Keep in mind…● 3 Key Takeaways
Implementation Case Study
Why SMS?
89%Smartphone
penetration in Aus1
1. Source 2. Source 3. Source
90secAvg response time vs 90min for email2
98%Typical open rate vs ~20% for email3
Why Automation?
CRM ➜ Personalised ➜ Behavioural ➜ Relevant ➜ Automated ➜
40%More cost effective than Twilio’s integration with Marketo
Case Studies
Publication Deadline
SMS/Email
7xMore effective at driving conversion than Email
Retention SMSConversion to booking:
13% SMS vs 2% Email
Event Reminders & Check-in SMS
Event Reminders
Event Check-in
Event Check-inPersonalised Not Personalised
61%Of attendees checked in via SMS
Benefits of Event Check-in SMS:
✓ Seamless entry / no queues✓ Personalised experience✓ No more excel spreadsheets
✓ iPad check-in now a back up✓ Attendance tracked back in CRM✓ Received positive feedback
What’s next? Plenty of SMS activity planned...
● Sophisticated Notifications
● Lead Generation
● Data Capture/Enrichment
● Post-Event Surveys
● Customer Satisfaction
● Promotional SMS
80%Consumers haven’t received SMS from their favourite brands.
Source
Keep in mind...
✓ Operational vs Promo
✓ Less is more (2 p/mth)
✓ Time sensitive / quick redemption
✓ Functional Unsubscribe
✓ Links need a mobile experience
✓ Label SMS with who it’s from
3 Key Takeaways
Don’t overlook
SMS
Automate with CRM
data
Respect the
Channel
Thank you
@gregbeazley
gregbeazley.com
[email protected] / [email protected]
slideshare.net/gregbeazley
surfersinadress.com
Background images sourced from unsplash.com
