MARKETING AUTOMATION not just for lead follow-up

About Whereoware

Online strategy, design, development + marketing

The stats: • 12 years in the business • Work with B2B + B2C companies • Philosophy: 1-to-1 marketing - targeted,

personalized, automated • Silverpop partner

• Worked with Silverpop for 6+ years • Thirty-five Silverpop clients

Twitter: @whereoware About me: Dan Caro, Senior Marketing Manager, 5 years of experience with Silverpop

A few of our clients…

Twitter: @whereoware

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

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Automated targeted emails

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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

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3 automated campaigns

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1. Lead follow-up 2. Customer follow-up 3. Abandonment

• Shopping cart • Webpage • Demo

Lead follow-up

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Defined: a series of emails providing leads with 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

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Atlantic: lead flow

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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

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Atlantic

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Atlantic

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Atlantic: Super Opt In

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Customer follow-up

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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

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

Bullhorn: customer flow

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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

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Main call to action - start using Bullhorn

Secondary call to action - need help

Bullhorn: social connect

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Dynamically created based on the social networks they have connected

Abandonment

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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 whitepaper 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

Right message, right person, right time Business rules vary

based on industry and customer base Data is key Start off small Test, test, test

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Comments + questions

Slides available at: www.slideshare.net/whereoware

Jay Beutler jbeutler@whereoware.com 701-205-1463

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MORE INFO

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

Twitter: @whereoware