Download - Wine and Web: Marketing Automation
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All information contained within this document is proprietary and confidential © Lyons Consulting Group 2014
Steve Susina | July 29, 2014 @ssusina #wineweb
WINE & WEB
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LEAD GENERATION
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LEAD SCORING
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TRADITIONAL BUYING JOURNEY
@ssusina #wineweb
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TRANSITION from SELLING to FACILITATING PURCHASING
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Age of Consumer Empowerment
• Much of the buying process takes place before the first interaction with the vendor
Source: Marketo, Sirius Decisions, Forrester Research
BUYING JOURNEY TODAY
@ssusina #wineweb
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And its not just large purchases
“Influence of Online Research Over Purchase Decisions Expanding Beyond Big Ticket Items” -- Radius GMR, 5/2013
@ssusina #wineweb
BUYING JOURNEY TODAY
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Marketers Goal to Engage with Customers WHAT IS MARKETING AUTOMATION
@ssusina #wineweb
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• Marketing Database Management – ?/7&@".3#/(-276(1=A(
• Website Tracking • Marketing Asset Creation &
Management – 8'.2%(– ;./+2/@(!.@&0(– B#"'0(
• Campaign Management – ?/5%4+2/@(C"2@@&"&+(1.':.2@/0(
• Analytics
WHAT IS MARKETING AUTOMATION
@ssusina #wineweb
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Marketing Automation Ecosystem MARKETING AUTOMATION ECOSYSTEM
@ssusina #wineweb
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Evolutionary Market DYNAMIC CATEGORY 20 YEARS IN THE MAKING
@ssusina #wineweb
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PERSPECTIVE OF THE MARKETER
• Make it easy to deliver: – C6&("2@67(#D&"0(– E2.(76&("2@67(&/F2"#/'&/7(– G02/@(76&("2@67(7##%0(
• Manage your: – 5407#'&"(+.7.(– '."H&3/@(5#/7&/7(– 0.%&0(&/@.@&'&/7(
• To help you: – ?+&/3I<(:#7&/3.%(0.%&0(:"#0:&570(
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@ssusina #wineweb
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Let’s Walk Through the Revenue Cycle
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UNDERSTANDING THE REVENUE CYCLE
@ssusina #wineweb
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IDENTIFYING THE ANONYMOUS
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LEAD GENERATION IN THE REVENUE CYCLE
@ssusina #wineweb
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QUALIFYING - UNDERSTANTDING “DIGITAL BODY LANGUAGE”
@ssusina #wineweb
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Digital Body Language
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EVERY ONLINE ACTION TELLS US SOMETHING
@ssusina #wineweb
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TARGETING BASED ON DEMOGRAPHICS AND BEHAVIOR
@ssusina #wineweb
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PERSONAS BASED ON DEMOGRAPHIC ANALYSIS
We Really Like Them! • Postal Code • Psychographic / Lifestyle • Company Type • Gender / Age / Education • Job Title
– ;&F&%(J(1.7&@#"<(• Undesirable
– K#"H(I#"(.(5#':&37#"(– K"#/@(?/+407"<(– K"#/@(L#$(37%&((
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Customer Attractiveness
The Like Us! They Really Like Us! • Visited Our Product Web Page
– A4%3:%&(C2'&0M(• Looked at our Pricing • Placed Items in Cart • Opened/Clicked a relevant
email • Registered for information • Signed up for newsletter • Undesirable
– E2027&+(76&(1."&&"(1&/7&"(– G/04$05"2$&(I"#'('.2%2/@(%2070((
BEHAVIORAL ANALYSIS
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WHY CARE ABOUT ENGAGEMENT?
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BALANCING DEMOGRAPHIC AND BEHAVIOR FOR QUALIFICATION
BEHAVIOR ! (
@ssusina #wineweb
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EMAIL MARKETING IN THE REVENUE CYCLE
@ssusina #wineweb
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EMAIL MARKETING IN THE REVENUE CYCLE
@ssusina #wineweb
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COMMONLY AUTOMATED MARKETING TASKS
• Content Marketing • Building Targeted Lists • Execute Campaigns • Measure Activity • Score Leads and Segment Further • Pass Qualified Leads to Sales
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Automation Use Cases
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Welcome / New Customer Series
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WELCOME EMAIL SERIES
@ssusina #wineweb
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Personalized Emails & Landing Pages
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LONG CYCLE NURTURING
Above the Funnel In the Funnel @ssusina #wineweb
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Triggered Reengage | Latent non-customers RE-ENGAGE AWOL CUSTOMERS
@ssusina #wineweb
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Long Cycle Lead Nurturing GOOD PROSPECT, WRONG TIMING
@ssusina #wineweb
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[P(
X(X(X(,/+(N/&(A#"&(C62/@((
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Thank You
Lyons Consulting Group, LLC 20 N. Wacker Drive, Suite 1750 Chicago, IL 60606 p: 312.506.2020 f: 312.506.2022 w: www.lyonscg.com
Steve Susina MARKETING DIRECTOR p: 312.564.3196 e: [email protected] t: @ssusina