2012 silverpop agent roi - whereoware: 10 things to automate today

10 Things to Automate Today

Us: Whereoware Online strategy, design, development + marketing The stats: • Eleven years in the business • Work with B2B services, B2B product, + B2C

companies • The Whereoware philosophy: 1-to-1 marketing

- targeted, personalized, automated • Silverpop partner

• 2011 agency partner of the year • Worked with Silverpop for six plus years • 35 Silverpop clients

• Find us on twitter: @whereoware

Twitter: @whereoware

A few of our clients…


Marketing automation • Defined: a software platform

designed to automate repetitive tasks

• Traditionally focused on lead generation, but it can be used for so much more!

• Automated, targeted emails work best when you create a personalized experience for the end user


Automated targeted emails

Averages Open Rate

Click Rate

Average Time on

Site

Bounce Rate

Average Value Spent

Order Conversion

Rate

Per Visit Value

Automated, Targeted Mailings

52% 45% 8 minutes 20% $499 4% $15

Normal Mailing 35% 28% 6.5 minutes 26% $387 1% $12

Difference 49% 60% 23% -23% 29% 300% 25%

* All data taken from Whereoware clients

They work!


We drink our own champagne


Agenda 10 THINGS TO AUTOMATE

– Lead follow-up – Customer follow-up – Welcome – Reminders – Product reviews/surveys – Milestones – Loyalty programs – Abandoned cart – Abandoned web page – Abandoned demo/webinar


Lead follow-up Defined: a series of emails providing leads useful information about products or services

Goals: • Ensure all leads get

follow-up • Nurture them into sales

qualified leads


Lead follow-up: example Atlantic: specialize in trade show exhibits Their problem: didn’t know what to do with their CRM prospects Solution: systematic, automated lead follow-up system


Atlantic: lead flow

LEAD ENTERS WELCOME

SUPER OPT IN

NURTURE EMAIL #1

NURTURE EMAIL #2

NURTURE EMAIL #3

FUNNEL

All Other Campaigns: Did You Know, See Our Showroom, Needs, Solutions, Minishow invites, etc.

0 days 3 days

4 days

7 days 7 days


Atlantic


Atlantic: super opt in


Customer follow-up Defined: a series of emails providing customers with useful information about your products or services Goals: • Get customers engaged

with your product or services

• Upsell


Customer follow-up: example Bullhorn®: web-based recruiting and staffing software Their problem: engaging customers immediately and upselling Solution: systematic, automated customer follow-up


Bullhorn: customer flow

CUSTOMER ENTERS WELCOME

INACTIVE NEW CUSTOMER

UPGRADE CAMPAIGNS

CONNECT ALL YOUR SOCIAL

ACCOUNTS

0 days

2 days

8 days

2 days 8 days

8 days 2 days Has not logged in Has not connected social Active customer


Bullhorn: inactive customer

Main call to action: start using Bullhorn

Secondary call to action: need help


Bullhorn: social connect

Dynamically created based on the social networks they have connected


Welcome Defined: email sent X number of hours/days after a visitor signs up for your website/email list Goals: • Engage customers

immediately • Reassure customers that

you have received their request

• Inform customers of email benefits


Welcome Email triggered when a visitor

signs up

Describes email benefits

Requests additional

information

John,


Welcome


Email triggered when a visitor

signs up

Describes email benefits

Promotes social media sites

Reminders Defined: remind users of important dates, appointments, or forms that need to be filled out Goals: • Encourage reorders or

revisits • Cut down on customer

service calls


Reminders


Download Credentials Form

Thanks for registering

Need business credentials before accessing website

Reminders


Download Credentials Form

Need business credentials before accessing website.

Product review/survey Defined: email sent X number of days/weeks after a visitor orders

Goals: • Encourage social

interaction and user generated content

• Gain insight into product information or customer service interactions


Product review/survey


Main call to action: review recent purchase

Personalized with product purchased

Milestones Defined: email sent X number of days/weeks before a significant date: birthdays, anniversaries, the day a business started with your company, etc. Goals: • Reinforce the customer

relationship


Milestones


Strengthens relationship with

customers

Incentive to purchase

Loyalty program Defined: incentive email sent when a certain business goal has been met (number of purchases, revenue, visits, etc.) Goals: • Encourage

reorders/revisits • Encourage customer

loyalty


Loyalty program Email sent at

different purchasing milestones

Dynamic images based on type of

retailer

Personalized with sales rep


Loyalty program Sends an email at

different purchasing milestones

Dynamic images based on type of

retailer

Personalized with sales rep


Abandonment Defined: email sent X number of hours/days after a visitor has stopped engaging with your company Goals: • recapture lost sales • reengage lost web visitors • reactivate customers who

stopped in the middle of a white paper series, registration, demos, etc.


Abandoned cart Defined: email sent out hours to two days after a user places items in a cart, but does not complete the order Goals: • reduce abandonment rates • complete orders


Abandoned cart: example

Provide a reminder of what was in the

cart

Remind users they have something in

your cart

Provide a link to complete the transaction


Abandoned web page Defined: email sent out hours to two days after a user visits a specific page, but does not complete the goal Goals: • Encourage goal

completion


Abandoned web page: example WEBPAGE EMAIL


Abandoned demo Defined: an email sent out 12 hours to two days after a demo was abandoned Goal: • Get users to finish the

demo


Abandoned demo: example

Main call to action to finish viewing

the demo

Personalized with their name


Key takeaways

• Good data is key • Think outside the box • Test, Test, Test


Questions

Jay Beutler [email protected] 701-205-1463

Slides available at: www.slideshare.net/whereoware More best practices: portal.silverpop.com

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Website: www.whereoware.com Twitter: @whereoware Facebook: www.facebook.com/whereoware Blog: www.whereoware.com/blog

http://www.slideshare.net/whereoware

2012 silverpop agent roi - whereoware: 10 things to automate today

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