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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)

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

slide12
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

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
slide29

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

slide32

Utilise data you have

Website web forms

Big-Data

Database

Products

ecommerce

Inventory

Suppliers

Turn data….

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

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
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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