Smarter Marketing Campaigns

Ellen Valentine, Silverpop @EllenValentine

Suzanne Carawan, etouches @SuzanneCarawan

Smarter Marketing Campaigns

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@EllenValentine

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Everybody Loves Crock-Pots… Set it & Forget it

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Mise en Place

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Rules

Timing Templates

Data

Sources

Marketing Automation: Set it & Forget it

Automatically Send

emails based on:

• Registrations

• Cancellations

• Date Milestones

Content

What is Marketing Automation?

Centralized Database Alerts & Routing

Scoring

Automation

Email

Segmentation

Landing Pages

Webforms

Integrations

Reporting

Personalization

Registration

Email Follow up

Automated Emails

Automation Nurturing Meaningful Interactions

Business Rules, Data

Dynamically Generate Content

Nurturing Improves ROI

• Nurture campaigns have 2X the Open Rates and 3X the Click-Through-Rates of one-off emails

• 23% shorter deal times for nurtured than non-nurtured leads

• Higher win ratios for prospects touched 3-4 times per month by marketing nurture campaigns.

• 47% higher order value from closed sales that were nurtured versus sales that were not

Source: Aberdeen, Sirius Decisions, and Silverpop Research

9 Batch & Blast Emails

10 Behavior-driven, Rules-Based Automated Marketing

Manual

Automated

Response Rates / Engagement

Ma

rket

ing

So

ph

isti

cati

on

Behavior-based Messages (Multi-Track)

Time-based Messages (Drip, Simple Nurture)

Targeted Mailings based on Segmentation

Mass Mailing to a broad database (E-blasts, Batch & Blast)

Broadcast to Behavior Bto1 Individual Messages

Behavioral Triggered Email

Individual Timing

Demographics

External Data

Bto1 CRM Data

Product Data

Customer Service

Registration Lists

Shopping Cart Data

Automated, Individualized Communications

Behavior

Event Data

Profile Data

Relational Data

Behavioral Data

Email Email

ESP BMA

Where are you Relevant?

Web

Forms Social

Profile Data

Relational Data

Behavioral Data

Query

Large Audience

Click Send

ESP BMA

When are you Relevant?

Define Targets

Large Audience

Listening for live Behaviors

Individual Messaging

Email Web Content

The Power of Personalization - Air New Zealand

Personalization in Action: Air New Zealand Automated Event-Based Dynamic Content In action

Automated, Personalized

Don’t be afraid to jump in

Silverpop The Unified Digital Marketing Platform

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@suzannecarawan

Leonora Valvo, CEO

Unified Digital Marketing Platform in Action: Think Pink

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Challenges:

-little time

-big reach

-big return

-continuous touchpoints

Unified Digital Marketing Platform in Action: Think Pink Using Interconnected Systems

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etouches

silverpop

salesforce

Corporate website

(PR Newswire)

twitter

vimeo

facebook

Tumblr blog

g+

Solution:

Pre-Integrated

Systems!

Unified Digital Marketing Platform in Action: Think Pink Campaign

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Solution:

-crowdsource

content

-make it about the

user

Unified Digital Marketing Platform in Action: Think Pink Campaign

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Handling Multiple Audiences

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client

partner

board

press

party invite

Unified Digital Marketing Platform in Action: Handling Multiple Audiences

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americas

emea

asia pac

Unified Digital Marketing Platform in Action: Unified Landing Page

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Solution:

One Landing

Page for

Tracking

Unified Digital Marketing Platform in Action: Think Pink

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emails

landing page banner ads

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Unified Digital Marketing Platform in Action: Think Pink

continuous

touchpoints

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Unified Digital Marketing Platform in Action: Think Pink

solution:

automatically

transfer data

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continuous

touchpoints