the roadmap for real-time marketing in 2015

Session sponsored by!

#SPS2014

The Roadmap For !Real-Time Marketing!

In 2015!

#SPS2014

Questions / ON24 Logistics !

• Download this white paper. • View our podcast. • Take our assessment • …

#SPS2014

Follow this webinar on TwiBer

#SPS2014 Demand Gen Report: @DG_Report

QuickPivot: @QuickPivot

#SPS2014

About Demand Gen Report!

@DG_Report http://linkd.in/DG_Specialists

•  Launched in 2007 to track best pracJces in lead generaJon

•  NewsleBer has grown to more than 28,000 readers

•  We also offer a menu of research and best pracJces reports

•  New audio/video podcasts at DemandGenReport.com

#SPS2014

Panelists!MODERATOR:

Chris Baribeau, Vice President, QuickPivot

Andrew Gaffney, Editor,

Demand Gen Report

#SPS2014

Submit Your Questions!

• Download this white paper. • View our podcast. • Take our assessment • …

November 2014!

Roadmap for Real-Time Marketing in 2015!A 45-Day Timeline for Rolling Out Personalized !

Programs That Run At Customer Speed!

Introduction!!

According to a recent study by Retail TouchPoints…!

of marketers found their omni-channel strategy had improved customer loyalty!

of marketers indicated omni-channel was key to increased brand interactions !

How can we apply omni-channel to the real world?!

66%! 40%!

Real-Time Marketing for B2B!

Real-Time, Omni-Channel Marketing is Important for B2B!

26% increase in consideration 22% more likely to recommend brands 21% increase in positive brand perception 19% increase in product interest 18% increase in likelihood to buy

B2B Marketers engaging in RTM can expect…!

(GolinHarris, 2012)

Real-Time, Omni-Channel Marketing is Important for B2B!

87% agree that ‘real-time marketing is essential as behavior, device, place and time come together’ (Econsultancy, 2014)!

43% are currently carrying out marketing around real-time data (Econsultancy, 2014)!

26% had completely integrated automation into their sales and marketing initiatives at the end of 2013 (BtoB Magazine, 2013)!

26% increase in consideration 22% more likely to recommend brands 21% increase in positive brand perception 19% increase in product interest 18% increase in likelihood to buy

B2B Marketers engaging in RTM can expect…!

(GolinHarris, 2012)

Converting Anonymous Web Visitors!

How can a company drive this rate higher and continue dialogues with these prospects? !

Click around, view 3 pages about a product!

First visit! Abandon!

Web!Anonymous

Visitor!

How can a company drive this rate higher and continue dialogues with these prospects? !

Click around, view 3 pages about a product!

First visit! Abandon!

Web!Anonymous

Visitor!

Personalize content based on past web behavior!Predict / optimize best content based on business rules and testing!Supplement predictions based on lookup data!

Convert!

Web!Anonymous

Visitor!

Subsequent visits!

First visit!

Abandon!Web!Anonymous

Visitor!Click around, view 3

pages about a product!

First visit!

Abandon!Web!Anonymous

Visitor!Click around, view 3

pages about a product!

Prospect can be re-targeted across other web properties based on:!•  Behavior!•  Behavior across

channels!

Convert!

Anonymous Visitor!

Subsequent activity!

Targeted Ad (Product A)!

Targeted Ad Focused on

Business Problem (Product A)!

Third Party Website!

Click!Third Party Website!

Product A Awareness!

Targeted Ad Product A Awareness!

Email!

Convert!

Orchestrating Communications!

Click!Third Party Website!

Email!

Convert!

Email!Product A

Consideration!

Targeted Ad Product A

Consideration!

Click!

Share!

Email!

Convert!

Email!Product A

Consideration!

Email!

Social Media!

Product A Consideration!

Consideration!

Click!

Share!

Click & Download!

Email!

Convert!

Email!Product A

Consideration!

Email!

Social Media!

Sales Follow Up!

Product A Consideration!

Product A Evaluation!

Consideration!

React to behavior patterns across channels!

Build a complete profile based on behavior across channels !

Creating Ideal B2B Customer Experiences!

§  Competitive interest!§  Product affinity!§  Moment of interest / need!§  Positive / Negative experiences!§  Customer types!§  Increasing / declining engagement!

§  Next best product!§  Target accounts!§  Throttle marketing activity based on sales stage!§  Account based marketing!§  Location (events / tradeshows)!§  3rd party appends (social, firmographics)!

Present more relevant and timely offers and content across the right channels

Real-Time Marketing for B2C Retail!

Real-Time, Omni-Channel Marketing is Important for B2C!

According to a recent study…!of consumers feel that an in the moment offer from a brand could influence their purchases!

of consumers expect that their experience is seamless across digital and physical channels!!

91%! 54%!

What does this mean for you? !

Statistics provided by KiteWheel!

Omni – Channel Trends!

Simultaneous channel usage is the new normal!§  42% of consumers have accessed a businesses website at the

same time that they were on the phone!§  62% of consumers compared prices or looked up reviews on their

mobile device while shopping in a physical store!

Omni – Channel Trends!

Simultaneous channel usage is the new normal!§  42% of consumers have accessed a businesses website at the

same time that they were on the phone!§  62% of consumers compared prices or looked up reviews on their

mobile device while shopping in a physical store!!Brands don’t capitalize on consumer needs!

§  61% of marketing executives agree that they have yet to unlock mobile marketing’s full potential!

§  53% of marketing executives reported that they would like to implement, but currently lack, an “engagement hub” that connects an individual’s consumer data at every touch point!

Real–Time eCommerce Journeys Represent a Differentiating Business Opportunity!

•  50% of consumers reported having received an “items left in the cart notification” after completing a purchase elsewhere

•  Only 32% of brands have real-time recommendation

engines in place to deliver ”in the moment” offers •  56% of marketing executives reported they would like to

be able to integrate internal and external data sources at the moment of interaction

Differentiate by Creating a !Relevant Customer Experience!

!Acquire Retain Reactivate

Loyalty Program

Onboarding New Customer Program

Event-based Offers (monthly / weekly)

Specialty Seasonal Programs

Prospect Acquisition Programs

Differentiate by Creating a !Relevant Customer Experience!

!Acquire Retain Reactivate

Loyalty Program

Onboarding New Customer Program

Event-based Offers (monthly / weekly)

Specialty Seasonal Programs

Prospect Acquisition Programs

Ø  Trigger offers Ø  Move in / out / between campaigns and channels Ø  Real-time offer / product recommendations

Real-Time Customer Experience Management

Examples of Real-Time Customer Experience Management!

Personalize web content

Real-time abandon shopping

cart offers

Location based offers

cart offers

React to social media comments

cart offers

Capitalize on moment of interest

cart offers

Next best offer at a POS, call center, or web

Omni–channel loyalty programs!

cart offers

Next best offer at a POS, call center, or web

Omni–channel loyalty programs

!‘Happy Shoppers’ !QuickPivot Use Case!

May 3rd!5:01:00 pm

Christina meets friends for happy hour!

May 3rd!5:05:01 pm

She tweets about going shopping later!!

May 3rd!5:01:00 pm

May 3rd!5:05:01 pm

May 3rd!5:05:02 pm!

QuickPivot !detects a tweet– records it for this

customer.!

May 3rd!5:01:00 pm

May 3rd!5:05:01 pm

May 3rd!5:05:02 pm!

customer.!

May 3rd!5:01:00 pm

QuickPivot !Identifies that !Christina is

geographically near a Store!

May 3rd!5:05:03 pm!

Christina receives a coupon from Store!

May 3rd!5:05:01 pm

May 3rd!5:05:15 pm

She gets an in-store limited-time offer!

May 3rd!5:05:02 pm!

customer.!

QuickPivot !Identifies Christina !as a known Store

shopper via a cross-channel lookup!

May 3rd!5:05:04 pm!

May 3rd!5:01:00 pm

May 3rd!5:05:03 pm!

Christina receives a coupon from Store!

May 3rd!5:05:01 pm

May 3rd!5:05:15 pm

She gets an in-store limited-time offer!

May 3rd!5:05:02 pm!

customer.!

QuickPivot !Identifies Christina !as a known Store

shopper via a cross-channel lookup!

May 3rd!5:05:04 pm!

May 3rd!5:06:15 pm

She decides to go !and check it out!

May 3rd!5:01:00 pm

May 3rd!5:05:03 pm!

Real-Time Marketing Road Map!Achieving Results in 45 Days!

Challenges!

Why aren’t more marketers doing real-time, omni-channel marketing?

§  “Big Data” integration challenges ‒  53% of brands believe that their

main hurdle to achieving a seamless omni-channel experience is the inability to connect an individual’s consumer data at every touch point

§  Difficulty developing an integrated channel strategy

Challenges!

Why aren’t more marketers doing real-time, omni-channel marketing?

§  “Big Data” integration challenges ‒  53% of brands believe that their

main hurdle to achieving a seamless omni-channel experience is the inability to connect an individual’s consumer data at every touch point

§  Difficulty developing an integrated channel strategy

§  Big data doesn’t have to be big (you don’t need to store it)

§  Keep all of your existing technology

§  Pre-built customer journey templates to accelerate results

Solutions!

QuickPivot Customer Engagement Hub!

QuickPivot Customer Journey Templates!

Trigger sent to CRM

Listen for events

Considers known customer / prospect

behavior

Behavior pattern recognition logic

Trigger sent to CRM

Listen for events

Considers known customer / prospect

behavior

Behavior pattern recognition logic

Sample pre-built customer journeys !•  Product affinity!•  Moment of interest / need!•  Positive / Negative experiences!•  Customer types!•  Increasing / declining engagement!•  Competitive interest!

45-Day Omni-Channel Road Map!

Planning Connect Configure

• Establish connectivity between systems and QuickPivot Customer Engagement Hub!

• Map relevant data elements!

• Configure modifications to QuickPivot Customer Journey Template!

•  Test!

10 days! 20 days! 15 days!

Design

•  Design modifications to QuickPivot Customer Journey Template!

•  Create offers, messaging, campaigns!

•  Select QuickPivot Customer Journey Template!

•  Analyze current systems / data!

•  Analyze current offers / campaigns!

•  Define KPIs! !

33 Arch Street, 9th Floor !Boston, MA 02110 !

Tel: (617) 880-4000 !Fax: (617) 880-4001 !

Email: info@quickpivot.com!

#SPS2014

Q & A // Panelists!MODERATOR:

Chris Baribeau Vice President, QuickPivot

Andrew Gaffney Editor, Demand Gen Report

#SPS2014

Thanks for attending!!

Make sure to aBend the next session in the Strategy & Planning Series:

hBp://dg-‐r.co/sps_14

the roadmap for real-time marketing in 2015

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