Embed Size (px)
Citation preview
Forming the Perfect Union:
Mobile, Social, Email, Local How to leverage a behavioral
marketing database to increase
effectiveness
Presenter
Forest Yule Global Alliances Manager Silverpop
Silverpop
Forest Yule
JB – Sold out MSG in 22 Minutes!
The way we communicate
The way we learn and buy
Digital Marketing Channel Explosion
Hello Ohio!
brucespringsteen.net
Wrong Message… Right Person(s)
The CMO Must… Understand the Individual
Interact with the Individual
Allow two-Sided Conversation
Leverage new Digital Data Sources
Your Audience:
Who, What, When, Where?
Web Analytics? Social Media Apps? Email Marketing?
Unified Digital Marketing Platform
Behavioral Marketing
Real-time, cross-channel, insanely
relevant campaigns to one person at a
time auto-magically driven by
analytics of their actions, preferences
and profiles. ~ Silverpop
Social
Site visits CRM
Web forms Location
Offline
Mobile
Behavioral Marketing Platform
• Triggered Emails • Multi Step Programs • Score and Rank • Direct Mail • Web Content • Alerts
Call Center CRM System Sales Rep
Behavior Automation Outputs
Sandra..
Visited website - Visited Blog - Clicked to Twitter Page - Visited Community - Downloaded White Paper “XYZ” - Watched “7 Reasons” Video - Submitted Demo Request Form - Call Center Conversation - Trial software login
Behavioral Profile
Their Behaviors - Your Business
Rules
Less than 1% of the emails - drove 18% of the Revenue
Relevancy Drives Revenue Cart Abandonment
Personalized Messaging
Heard of these guys?
4th most downloaded app in iTunes history 165 million global users 300,000 songs sold each day
2011 - 1 Super Bowl ad 2012 - 1/3 of Super Bowl
Mobile Ad Interface Advertiser Landing Page
A story in behavioral marketing…
My Name is “Sarah”
Automated Campaigns!
66% of people prefer social sign up
Welcome / Activation Related Webinar
Progressive Profiling
NAME ROLE Company Size
Email Automated From Sale Rep
Social Nurturing
Source Ad Influencing Offers
First Offer
What you really want to know…
Engagement Data + Salesforce Native Reports = Deep Revenue Insight!
Revenue Reporting
Loyalty
Check-in Marketing Opportunities
Local Offers Sweepstakes Twitter
Messaging
Email Marketing
Opt-Ins Increase Email Signups
Sweepstakes & Scavenger Hunts
Sweepstakes Sign-Up
Email Confirmation
Participants Check-In
Self-Service Integration w/ Salesforce
Salesforce.com Integration
Sales Visibility (Lead Activity)
Sales Control over Nurturing
Sales Collaboration and Alerting
Is it worth it?
• Increased No. of New Leads Generated
through existing demand gen activities
• Increased No. of qualified leads sent to
sales
• Improved Sales Close Rates
• Reduced Cost per Sale
400%
5x
2x
25%
Thank you for your time and attention.
Forest Yule
512-850-2946
Thank YOU!
