the roadmap for real-time marketing in 2015

Session sponsored by!

#SPS2014

The Roadmap For !Real-Time Marketing!

In 2015!

#SPS2014

Questions / ON24 Logistics !

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#SPS2014 Demand Gen Report: @DG_Report

QuickPivot: @QuickPivot

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About Demand Gen Report!

@DG_Report http://linkd.in/DG_Specialists

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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 • …

© Copyright 2014 QuickPivot!7!

November 2014!

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

Programs That Run At Customer Speed!

© Copyright 2014 QuickPivot!

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 !

8!

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

66%! 40%!


Real-Time Marketing for B2B!

9!


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

10!

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!

11!

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? !

13!

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 (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!

21!


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!!

22!

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!

23!



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!

24!



Real–Time eCommerce Journeys Represent a Differentiating Business Opportunity!

25!


•  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!

28!

Personalize web content



29!

Real-time abandon shopping

cart offers




30!


cart offers

Location based offers




31!


cart offers


React to social media comments




32!


cart offers



Capitalize on moment of interest




33!


cart offers




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


Omni–channel loyalty programs!



34!


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!

41!


Challenges!

42!

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!

43!

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!

44!



QuickPivot Customer Journey Templates!

45!



46!

Trigger sent to CRM

Listen for events

Considers known customer / prospect

behavior

Behavior pattern recognition logic



47!

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!

48!

Planning Connect Configure

• Establish connectivity between systems and QuickPivot Customer Engagement Hub!

• Map relevant data elements!

Pilot

• 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! !

Pilot


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

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

Email: [email protected]!

49!

#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:

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