Optimizing Lead Generation via Smart Marketing Automation

1. Optimizing Lead Generation via Smart Marketing Automation Regional Managing Director Ohad Hecht emarsys APAC Twitter: @emarsysapacemarsys Cocktail Seminar 2013

2. 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)

3. Let’s get down to the nasty… YOUR MARKETING HEADACHE

4. Scenario 1 We’ve got too much to do and not enough resources (staff, budget, or time)

5. Scenario 2 We are not generating enough leads(i.e. customers)

6. Scenario 3 We have no direction/strategy (AKA we don't know what we're doing & just pray we've got it right!)

7. Scenario 4 Are you kidding?We're the god / goddesses of marketing! We're only here to eat, drink and make merry!

8. Good news now… COMPLEX MARKETINGCAN BE SIMPLE SIMPLER for the marketing gods and goddesses here

9. Let me introduce to you MARKETINGAUTOMATION

10. 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

11. Marketing Automation – What is it? Smart Client segmenting Strategic up-sell and cross-sell Lead scoring Scheduled Content Delivery Campaign management Metrics / Reporting

12. Um… You said it was simple?

13. Hold your horses… It only really Takes one thing…

14. That’s all you need!

15. From where? Your best leads will come from the…

16. Optimizing Lead Generation KEY: GOOD CONTENT/OFFER + LANDING PAGES

17. Example

18. Optimizing Lead Generation: SEO/SEM LEADS DIRECTLY FROM PPC CAMPAIGNS

19. Optimizing Lead Generation: Mobile / Apps MORE LEADS FROM QR CODES

20. Optimizing Lead Generation: Mobile / Apps ...or PASSBOOK and APPs

21. Optimizing Lead Generation: Social Media Turn LIKES to LEADS

22. Registration form after ‘Like’

23. Optimizing Lead Generation: Customer Contact Points Let customersLEARN MORE!

24. Tie everything together & ENGAGE with TARGETED EMAIL

25. These days are over! One-message-fits-all Just doesn’t work anymore!

26. The opportunity How to use BIG Data to maximise mARKETINGROI

27. 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

28. YOU HAVE DATA. USE IT. TREAT PEOPLE ON YOUR DATABASE DIFFERENTLY • hot leads • small spenders • deflectors • platinum buyers

29. but HOW?

30. RFM Model and Scoring Recency – Number of days or months since last purchase Frequency– Number of purchases made Monetary Value – Amount spent by customer

31. 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

32. Utilise data you have Website web forms Big-Data Database Products ecommerce Inventory Suppliers Turn data….

33. Processes in a nutshell

34. …into actionable intelligence

35. 5-Step Recipe for Marketing Automation Clean Data Qualify your prospects Attach a score to each Create your automated flow Map customer stages

36. 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

37. 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

38. An automation workflow example – Reactivate

39. An automation workflow example – Loyalty Program

40. Your campaign flow is set, now what? Not just about push technologies and passive techniques Marketing Channels …what’s missing?

41. Your customers are very likely… a multi-channel community and their phones and tablets are their first screen device

42. Why should you care? Source: marketingland.com 2012

43. Why should you care? 64% decision makers regularly view emails on mobile

44. Source: We are Social SDMA Report, Oct 2012

45. The truth is… Marketers simply cannot ignore MOBILE

46. 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

47. The ideal scenario? Life’s great Hybrid - duck Different visuals

48. Responsive Design – One Site/Email to Rule Them All • Automate content that is optimised both desktops, tablets, and for mobile

49. Example 1: responsive design Desktop Mobile Original Responsive • Larger fonts • Single column layout • Bigger line spacing • Focused content • Text links converted to buttons

50. Example 2: responsive design Desktop Mobile Normal Responsive • Bigger fonts • 1 column layout • Bigger line spacing • Hiding content • Text links converted to buttons