successful campaign strategies for all stages of the customer lifecycle
TRANSCRIPT
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Successful Campaign Strategies for All Stages of the Customer Lifecycle
Michael LoopGroup Account Director, Datarati
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Page 2 © 2014 Datarati Pty Ltd
Introductions
Show me…
Campaign Strategy
Questions
Agenda
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Page 3 © 2014 Datarati Pty Ltd
About MeWhat Would You Say You Do Here?
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Page 4 © 2014 Datarati Pty Ltd
200+Clients
JapanChina
Hong Kong
Singapore
Australia
New Zealand
Strategy & Implementations
Antarctica
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Audience Introductions
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Page 6 © 2014 Datarati Pty Ltd
“If history were taught in the form of stories, it would never be forgotten.”
-Rudyard Kipling
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New Customer
Service Customer
Loyal Customer
Prospect / Repurcha
se
Campaign Strategy
Webinars
Tradeshow Events
White Papers
Online Demos
Cross-Sell Product/Service Campaigns
New Customer On-Boarding
Customer Satisfaction Survey
Customer Portal Registration
Customer Churn Campaigns
Service Offers/Promotions
Customer Training
Customer Event Management
Contract Expiration
Repeat Purchase
Direct Mail Campaigns
Acquisition Nurturing
Free TrialsUpsell Product/Service Campaigns
Customer Newsletter
Customer Rewards Campaign
Product Announcements
Ongoing Education & Nurturing
Customer Service Survey
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Campaign Strategy - Education
New Student
Existing StudentAlumni
Prospective Student
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Campaign Strategy – Retail (FMCG)
First Purchase
Repeat Purchase
Brand Loyal
Prospective Buyer
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Tell a Story
Day 1 1 Week 1 Month Milestone 1 Year BirthdayProspect
30+ years oldFemale
$60k+ IncomeSingle
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Page 11 © 2014 Datarati Pty Ltd
Purpose and values driven organisations outperform general market 15:1 -Jim Collins
Built to Last:
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When You Think of Great Customer Experience…
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Think Different
What Separates Apple from the Rest…
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Think Different
What Separates Apple from the Rest…
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Quality of Life
Difference Between Good & Great…
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Quality of Life
Difference Between Good & Great…
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What Compels You To Leave a Large Tip?
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What Compels You To Leave a Large Tip?
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70 / 20 /10
How Do You Start to Change?
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How Do You Start to Change?
70% BUSINESS AS USUAL
20% OPTIMISATION
10% BLUE SKY
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You Never Call!
Good News…The Bar is Low
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Raise the Bar
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Hey ,
Thanks for stopping by the booth yesterday! We had a great time meeting smart marketers like you!
Please click the link below if you’d like to setup a call to discuss how Acme can help you. Click Here
Best,Johnny Sales Rep
Raise the Bar
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What’s your name again?
Don’t Be That Guy
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Page 25 © 2014 Datarati Pty Ltd
Don’t Be That Guy
Hey ,
Thanks for stopping by the booth yesterday! We had a great time meeting smart marketers like you!
Please click the link below if you’d like to setup a call to discuss how Acme can help you. Click Here
Best,Johnny Sales Rep
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It is never the customer’s responsibility to ask, tell or understand
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Prospective Buyer Campaigns
Anonymous to Known Campaigns
Testing in Nurturing
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Anonymous to Known Campaign
Campaign ObjectivesStronger Web Conversion
Higher MQLs/Marketing Generated Leads
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Anonymous to Known Campaign
Target Audience
Campaign Flow
Lead Score Triggers >20
Show Offer
Change “Show Offer” to True
“Offer” ExamplesIncentive AdOffer Form
Chat Window
+25
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500 Leads
2000MQLsPER MONTH PER MONTH
Campaign Results
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Day 22Day 15Day 8Day 1 Day 29
Testing in Nurturing
Day 22Day 15Day 8Day 1 Day 29
ABasic
B Phone
Campaign ObjectivesIncrease Lead Conversion
Visibility into Stronger Processes
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Day 8Day 5Day 3Day 1 Day 12
Testing in Nurturing
Day 22Day 15Day 4Day 1 Day 29
CShort
DCombo
E20% Control
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Testing in Nurturing
Target Audience
Lead is Created
Lead Fills Out Form
Requested by Sales
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Testing in Nurturing
Campaign Flow
20%
20%
20%
20%
20%
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Campaign Results
Prospect Nurturing A - Basic.Campaign
Prospect Nurturing B – Phone.Campaign
Prospect Nurturing C – Short.Campaign
Prospect Nurturing D – Combo.Campaign
Prospect Nurturing E – Control.Campaign
150
150
150
150
150
15
30
20
30
5
10%
20%
13.3%
20%
3.3%
8
15
10
20
1
53.3%
50%
50%
66.67%
20%
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New Customer Campaigns
Next Logical Offer/Product
Telemarketing is Not Dead
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Next Logical Offer/Product
Loyal Shopper
Next Logical Offer
• Just Purchased $500 Handbag
• Average Buying Cycle: 1 Month
• Average Spend: $100.00
Spring Boots Discount
Next Logical ProductBoots
New Student
Next Logical Offer
• Engineering Freshman• Coronado Dorm• From Dallas, Texas• Orientation Date:
Last Month
New Student Gym Discount
Next Logical ProductSchool of Engineering T-shirt
Campaign ObjectivesImproved Customer Experience
Increase Campaign Conversion and ROI
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Next Logical Offer/Product
Target Audience
Campaign Flow
Added to OpportunityProduct = Handbag
Next Logical Offer:
Change Next Logical Product Fields
Next Logical Product:
Spring Boots Discount
Boots
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Next Logical Offer/Product
Target Audience
Campaign Flow
Enrollment = Past 1 Mo.School = Engineering
Next Logical Offer:
Change Next Logical Product Fields
Next Logical Product:
New Student Gym Offer
Engineering T-shirt
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Campaign Results
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Telemarketing is Not Dead
Marketing Qualified LeadName: Jeff Smith
Title: CEOStatus: Appointment Set
Campaign ObjectivesIncrease MQL to Opportunity Conversion %
Consistent/Predictable Follow Up
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Telemarketing is Not Dead
Target Audience
Campaign Flow
Lead Stage Changesto “MQL”
Add to List or Campaign
MQL
or SFDC Campaign
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15%MQLsCONVERTEDPER MONTH
25%CONVERTEDPER MONTH
MQLs
Campaign Results
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Campaign Results
Campaign Cost Leads Cost/ Lead
MQLs Cost/MQL
Opps Cost/Opp
Tradeshow $50,000 1000 $ 5 200 $25 30 $1,667
Tradeshow + Telemarketing
$60,000 1000 $6 300 $20 75 $800
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Halftime Questions
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Service Customer Campaigns
Customer Usage Campaigns
Get Some Satisfaction
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Customer Usage Campaigns
CRM
Customer Usage
105%
Campaign ObjectivesIncrease Customer Satisfaction/RetentionIncrease Cross-Sell / Upsell Opportunities
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Customer Usage Campaign
Target Audience
Campaign Flow
Customer Usage Hits Milestone
105%
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Get Some SatisfactionNPS – Low Score Alert
“Upgrade Your Opinion”AFL Tickets
Refer a Friend / Customer Story
“Rescue Call”
Campaign ObjectivesIncrease Customer Satisfaction/Retention
Increase Referrals
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Get Some Satisfaction
Target Audience
Campaign Flow
Trigger: NPS Score Change
NPS - 9
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25% 50+
100+Customer Referrals
Rescue Connects
Attendees at Event
Campaign Results
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Loyal Customer Campaigns
Scoring by Product
Surprise an Advocate
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Scoring by Product
Campaign ObjectivesIncrease Sales Adoption
Improve Cross-Sell Communications
NameCompany
TitleEmail
Lead StatusRecycled Reason
Next Logical ProductNext Logical Offer
Francis UnderwoodWhite HouseVice [email protected]
Open
Ribs2 For 1 Ribs Special
Product 1 ScoreProduct 1 StatusProduct 2 Score
Product 2 Status
CustomerProduct 3 Score
Product 3 StatusProduct 4 Score
Product 4 Status
MQL
Customer ProspectEngagedMQLSAL - Sales Accepted LeadSQL - Sales Qualified LeadCustomerRecycledUnqualified
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Campaign Setup
Scoring Group Stars Definition
0 Prospect – No Engagement
1-10 Engaged – Early Engagement
11-20 Engaged – Moderate Engagement
21-30 Engaged – Stronger Engagement
31-41 MQL – Deemed Ready for Qualification
Status Stars DefinitionQualified:
Pre-Opportunity SAL / SQL – In Touch with Rep & Qualified
Customer Customer Record
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Consistent Lead Process Across Leads & Contacts!
Allow for Multiple Models/Processes
Product Affinity Across All Business Units
Campaign Results
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Surprise an Advocate
Campaign ObjectivesSeparate Your Brand from the Competition
Increase Customer Value & Improve Retention
Sale Birthday1st Big Purchase VIP Event
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Campaign Setup
Target AudienceAdded to OpportunityAmount > $500.00Status is Gold
Campaign Flow
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Feel Good About Your Work
IN CAMPAIGN
15%Sales
2.0NPS
Campaign Results
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Believein the power of storytelling
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Believein surprise & delight
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Believerelationships are circular
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Believeeveryone works better when they are having fun
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Believein doing what you say you’ll do
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“People will forget what you said, people will forget what you did, but people will never forget how you made them feel.”
-Maya Angelou
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au.linkedin.com/in/michaelloop/
Thank You
Connect.