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Optimizing Lead Generation via Smart Marketing Automation. Regional Managing Director. Ohad Hecht. e marsys APAC. Twitter: @ emarsysapac emarsys Cocktail Seminar 2013. Tonight’s Agenda. MEET & GREET MIXER (6:30pm to 7pm) SEMINAR (7pm to 8pm) Optimizing Lead Generation

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Optimizing lead generation via smart marketing automation

Optimizing Lead Generation via Smart Marketing Automation

Regional Managing Director

Ohad Hecht

emarsys APAC

Twitter: @emarsysapacemarsys Cocktail Seminar 2013


Tonight s agenda

Tonight’s Agenda

MEET & GREET MIXER (6:30pm to 7pm)

SEMINAR (7pm to 8pm)

  • Optimizing Lead Generation

  • Customer lifecycle and big data

  • Automate for email, mobile and social

    NETWORK DRINKS (8pm to 9pm)


Let s get down to the nasty

Let’s get down to the nasty…

YOUR

MARKETING

HEADACHE


Scenario 1

Scenario 1

We’ve got too much to do and not enough resources (staff, budget, or time)


Scenario 2

Scenario 2

We are not generating enough leads(i.e. customers)


Scenario 3

Scenario 3

We have no direction/strategy (AKA we don't know what we're doing & just pray we've got it right!)


Scenario 4

Scenario 4

Are you kidding?We're the god / goddesses of marketing! We're only here to eat, drink and make merry!


Good news now

Good news now…

COMPLEX MARKETINGCAN BE SIMPLE

SIMPLER

for the marketing gods and goddesses here


Let me introduce to you

Let me introduce to you

MARKETINGAUTOMATION


Marketing automation roi

Marketing Automation ROI

Marketing automation yields 417%

INCREASE IN REVENUE

451% INCREASE IN NURTURED LEADS

who makes 40% larger purchases than non-nurtured leads

Source: Gartner and Marketing Sherpa 2012


Marketing automation what is it

Marketing Automation – What is it?

Smart Client segmenting

Strategic up-sell and cross-sell

Lead scoring

Scheduled Content Delivery

Campaign management

Metrics / Reporting


Um…

You said it was simple?


Hold your horses

Hold your horses…

It only really

Takes one thing…




Optimizing lead generation

Optimizing Lead Generation

KEY: GOOD CONTENT/OFFER + LANDING PAGES



Optimizing lead generation seo sem

Optimizing Lead Generation: SEO/SEM

LEADS DIRECTLY FROM

PPC CAMPAIGNS


Optimizing lead generation mobile apps

Optimizing Lead Generation: Mobile / Apps

MORE LEADS FROM QR CODES


Optimizing lead generation mobile apps1

Optimizing Lead Generation: Mobile / Apps

...or PASSBOOK and APPs


Optimizing lead generation social media

Optimizing Lead Generation: Social Media

Turn LIKES to LEADS



Optimizing lead generation customer contact points

Optimizing Lead Generation: Customer Contact Points

Let customersLEARN MORE!



These days are over

These days are over!

One-message-fits-all

Just doesn’t work anymore!


The opportunity

The opportunity

How to use BIG Data

to maximise mARKETINGROI


How can big data help

How can Big Data help?

76%of companies ranked

targeting recipients with highly relevant content

as their #1 challenge

Marketing Sherpa – 2011 Email Marketing Benchmark Report


You have data use it

YOU HAVE DATA. USE IT.

TREAT PEOPLE ON YOUR DATABASE DIFFERENTLY

  • hot leads

  • small spenders

  • deflectors

  • platinum buyers


but

HOW?


Rfm model and scoring

RFM Model and Scoring

Recency – Number of days or months since last purchase

Frequency– Number of purchases made

Monetary Value – Amount spent by customer


Example of rfm scoring

Example of RFM scoring

Howoftenhasyourcustomerordered?

When did a customer last place an order?

Frequency Score:

1: 1 order

2: 2 orders

3: 3 orders

4: 4 – 9 orders

5: > 10 orders

RecencyScore:

1: > 365 days

2: 181 – 365 days

3: 91 – 180 days

4: 31 – 90 days

5: < 30 days

Monetary Score (1-5)

Recency Score (1-5)

Which customers are spendingmoney?

Monetary Score:

1: > $50

2: $51 – $200

3: $201 – $500

4: $501 – $1000

5: > $1000

Frequency Score (1-5)

When was the last response to an email?

Marketing Score:

1: > 180 days

2: 91 – 180 days

3: 31 – 90 days

4: 8 – 30 days

5: < 7 days


Utilise data you have

Website web forms

Big-Data

Database

Products

ecommerce

Inventory

Suppliers

Turn data….



…into actionable intelligence


5 step recipe for marketing automation

5-Step Recipe for Marketing Automation

Clean Data

Qualify your prospects

Attach a score to each

Create your automated flow

Map customer stages


Marketing automation in the customer lifecycle

Marketing Automation in the Customer Lifecycle

Premium

Customer

Churning Customer

First-time Customer

Established Customer

Prospect

VIP communication

Be the first to know...

We miss you

Push for 2nd order

Your Audience (Visitors)

Advantages for signing up

CONVERT

GROW

RETAIN

ACQUIRE

REACTIVATE


Automate your communications

Automate your communications!

Lapsed

Established

First-timer

VIP

Prospect

We

miss

You!

  • Date

  • trigger

  • campaigns

First-

timer

feedback

Welcome

process

Sign-up

strategy

Loyalty scheme

Marketing

automation

  • Referral




Your campaign flow is set now what

Your campaign flow is set, now what?

Not just about push technologies and passive techniques

Marketing Channels

…what’s missing?


Your customers are very likely

Your customers are very likely…

a multi-channel community and their phones and tablets are their first screen device


Why should you care

Why should you care?

Source: marketingland.com 2012


Why should you care1

Why should you care?

64% decision makers regularly view emails on mobile


Source: We are Social SDMA Report, Oct 2012


The truth is

The truth is…

Marketers simply cannot ignore MOBILE


Current problems with websites and communications on mobile

Current problems with websites and communications on mobile?

Messy Layout

Can’t read text

Links not easy to tap

Too much content

Too much scrolling

Images not always shown


The ideal scenario

The ideal scenario?

Life’s great

Hybrid - duck

Different visuals


Responsive design one site email to rule them all

Responsive Design – One Site/Email to Rule Them All

  • Automate content that is optimised both desktops, tablets, and for mobile


Example 1 responsive design

Example 1: responsive design

Desktop

Mobile

Original

Responsive

  • Larger fonts

  • Single column layout

  • Bigger line spacing

  • Focused content

  • Text links converted to buttons


Example 2 responsive design

Example 2: responsive design

Desktop

Mobile

Normal

Responsive

  • Bigger fonts

  • 1 column layout

  • Bigger line spacing

  • Hiding content

  • Text links converted to buttons


Case study livingsocial

Case Study: LivingSocial


Result of livingsocial s responsive design campaign

Result of LivingSocial’s Responsive Design Campaign

Response rates (opens and clicks) experienced an uplift of 40%!

Desktop

Mobile


No guessing

No guessing

  • No need to guess if the client is mobile

  • Specify what content is displayed to each device for higher conversions


In summary

In Summary

Marketers CAN eliminate many current and future challenges with

  • RFM

  • Customer Lifecycle

  • Process automation

  • Mobile content automation


Thank you we will now be answering any questions you may have

Thank youWe will now be answering any questions you may have.

Regional Managing Director - APAC

Ohad Hecht


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