How to catch and cherish customers with Inbound Marketing

Revolution?

▸ World’s largest company owns no taxis (Uber)

▸ Largest accommodation provider owns no real estate (Airbnb)

▸ Largest phone companies own no Telco infrastructure (Skype)

▸ World’s most valuable retailer has no inventory (Alibaba)

▸ World’s most popular media owner creates no content (Facebook)

▸ World’s largest movie house owns no cinemas (Netflix)

▸ Largest software vendors don’t write the apps (Apple & Google)

▸ …

The customers’ perspective

Customers find solutions to their needs, evaluate alternatives and compare competing

products with the use of data, peer-reviews, … drastically changing a companies go-to-market

approach.

The advertisers’ perspective

Engagement GAPIn today’s world it is possible to bridge this engagement GAP in between outbound marketing campaigns

using inbound marketing techniques to simulate the sales process online, using content marketing,

a scoring model, triggered based communication and personalization in marketing automation.

• Blogs

• Keywords

• Social media

Strangers

• Landing pages

• Call-to-actions

• Forms

Visitors• Tracking

• Profiling

• Scoring

Leads

• Triggers

• Scenario’s

• E-mail

Customers• Events

• Social inbox

• SMART content

Promotors

• Advertising, direct mailing

• Branded entertainment

• Public relations

• Re-marketing

• Social pages

• E-coupons

• Retail shops

• Customer data

• Behavioral data

• Transactional data

• Drip-campaigns

• Nurture flows

• Performance analysis

• NPS

• Loyalty programs

• MGM programs

CATCH CONNECT CONVERT CHERISH

“ ”Inbound marketing catches and earns the

attention of your target audience, connectsby making the company easy to be found,

drives traffic by producing useful or fun content

that converts leads into customers, and

cherishes customers into promoters.

CONTENT DIGITAL

SOCIAL

DATA

AUTOMATION

1 TO 1

INBOUND

MARKETING

SEARCH

UX

DISPLAY

Inbound marketing I 7 key success factors

01. Brand

02. Customer

03. Content

04. Distribution

05. Data

06. Automation

07. Technology

01. Brand

“Brand is what people say about you,

when you leave the room”

Jeff Bezos – CEO Amazon

Brand I take-away

▸ Be relevant

▸ Be interesting, or be useful

▸ Be customer-centric

▸ Think outside-in, not inside-out

▸ Be clear about it

▸ Brand positioning matrix

02. Customer

Persona

Method originally developed by and for web developers and UX-designers,

to prevent them for creating for themselves, to prevent creation based on wrong assumptions,

to prevent dis-alignment during the project.

Destination map

Inbound marketing is all about providing the right content during each phase of a customers’ journey.

A destination map is a useful method for mapping out a personas’ buying process.

Customer I take-away

▸ Do the work!

▸ Analyse customer data, behavior (qualitative, quantitative)

▸ Make it come alive, using persona (insight, alignment, experience)

▸ Inbound: catch, connect, convert, cherish

▸ That’s a buying process

▸ Make it come alive using a destination map (insight, alignment, experience)

03. Content

WHAT IS

YOUR BRAND

ABOUT?

WHAT IS YOUR

CONSUMER

NEED?

PERSONA

Content is king

THE C-SPOT

Three basic questions

1. What are the content territories we are going to talk about?

2. What are the content types and formats we are going to use?

3. How to combine both into content scenario’s that lead to conversion?

Which content territories?

Which content types and formats?

infographic

video

guide

how-to (step-by-step)

lists

article

What are the scenario’s that lead to conversion?

Conversion

Getting someone

to act is the final

step of the

content journey

04. Distribution

Distribution is queenBeing found and shared

PAID MEDIA

Content Darwinismis about effectiveness and relevance.

Content is a processThere’s no such thing as a perfect content piece

Only the best content is allowed to evolveWhether it is to catch, connect or convert the audience

Optimise relentlesslyOptimise, optimise, optimise

Content scoringTells us which content is working best at each stage of the path of conversion.

METRICS

RELATIVE

SCORESCATCH CONNECT CONVERT

New

sessions

Organic

sessions

Avg.

session

duration

Non-exit

rateSubscribe

rate

Product

actions

In practice

Content Name Reach

Content Scores

CATCH CONNECT CONVERT

Canning 101 | Home Made Simple 26.886 82 82 12

Home Made Simple – Why subscribe? 11.903 71 41 100

How To Properly Set Your Table 4.718 65 71 47

How to Reuse Jars 3.171 100 76 82

Freezer Jams 3.050 12 100 18

Content and content distribution I take-aways

▸ The C-spot is hard to find: deep insights into consumer needs and own brand will

help you find it.

▸ Distribution is queen, and she rules.

▸ There’s no such thing as a perfect content piece: optimise, optimise, optimise

05. Data

Business metrics

+1 visit from identified customer base

(increase in turnover)

Tactical metrics

DATABASE

Growth of customer base

PURCHASE

Rec, Freq, Mon (RFM)

INTERACTION

Email/DM response

RELATIONSHIP

Net Promotor Score

Campaign metrics

Objectives, KPI’s

Results

Open rates

Click rates

Click analysis

(what)Conversion rates

Cost per

conversion

Responder

Profile

(who)

Content metrics

Contact metrics (lead, customer)

KPI I framework

▸ Data analytics is an ongoing process.

▸ Only the ones working hard, will gain the most out of it.

▸ Define measurable KPI’s on multiple levels

▸ If you screw up data collection you screw up all subsequent stages.

▸ Get it right from the get-go.

▸ Data visualization makes interpretation easier.

▸ Study and learn from your cockpit

Data I take-away

06. Automation

Meet Susan

42 year-old, mother of three

Outdoor enthusiast

Planning Colorado hiking trip

Hiking in Colorado

Susan starts her journey, with Google …

… which leads to Northern trail outfitters (NTO)

Anonymous32485

GENDER: Female

ENTRY: Search

INTERESTS: Camping & Hiking

PRODUCTS: Footwear

She discovers their website …

Anonymous32485

GENDER: Female

ENTRY: Search

INTERESTS: Camping & Hiking

PRODUCTS: Footwear

Susan Marshall

GENDER: Female

ENTRY: Search

INTERESTS: Camping & Hiking

PRODUCTS: Footwear

EMAIL: smarshall@gmail.com

LOCATION: Indianapolis

… and creates an account through Facebook.

Susan Marshall

GENDER: Female

ENTRY: Search

INTERESTS: Camping & Hiking

PRODUCTS: Footwear

EMAIL: smarshall@gmail.com

LOCATION: Indianapolis

JOURNEYS: Welcome

Upon which she receives a personalized mail …

Susan Marshall

GENDER: Female

ENTRY: Search

INTERESTS: Camping & Hiking

PRODUCTS: Footwear

EMAIL: smarshall@gmail.com

LOCATION: Indianapolis

JOURNEYS: Welcome

MOBILE: App Installed

… encouraging her to download the app. (Targetted offers)

Susan Marshall

GENDER: Female

ENTRY: Search

INTERESTS: Camping & Hiking

PRODUCTS: Footwear

EMAIL: smarshall@gmail.com

LOCATION: Indianapolis

JOURNEYS: Welcome, Location

MOBILE: App Installed

Susan’s store experience gets enhanced.

Susan Marshall

GENDER: Female

ENTRY: Search

INTERESTS: Camping & Hiking

PRODUCTS: Footwear

EMAIL: smarshall@gmail.com

LOCATION: Indianapolis

JOURNEYS: Welcome, Location,

1st Purchase

MOBILE: App Installed

She receives a receipt with personalized content.

Susan Marshall

GENDER: Female

ENTRY: Search

INTERESTS: Camping & Hiking

PRODUCTS: Footwear

EMAIL: smarshall@gmail.com

LOCATION: Indianapolis

JOURNEYS: Welcome, Location,

1st Purchase, Advocate

MOBILE: App Installed

Susan post to Facebook about her experience.

Susan’s customer journey

Create individual interactions, at scale,

with millions of customers, to boost experience

Communicate through multiple channels

Leverage data and insights, optimizing

interactions, leading to more conversion

Measure performance across the entire

customer journey

Susan Marshall

GENDER: Female

ENTRY: Search

INTERESTS: Camping & Hiking

PRODUCTS: Footwear

EMAIL: smarshall@gmail.com

LOCATION: Indianapolis

JOURNEYS: Welcome, Location,

1st Purchase, Advocate

MOBILE: App Installed

Automation I key benefits

Automation I customer/business processes

Automation I take-away

▸ Know who your taking to (persona’s) and how they buy (destination map)

▸ Detail the destination map, into specific parts of the customer journey

▸ Start-out by simply creating decisions trees with pen and paper

▸ Decision trees, break-down in a customer process (external) and business process (internal)

▸ Technology nowadays is intuitive and helpful, don’t be afraid

▸ Imagine the leverage on sales, marketing, customer service

07. Technology

Technology I connecting the dots

Your BusinessYour Customers

Technology I connecting the dots

CRM

BICMS CCM Blog Social Search

Technology I take-away

▸ It’s not about technology, that’s just a means to an end.

▸ It’s supports customer interaction, and requires clear processes.

▸ The building blocks, or system architecture, for marketing is clear.

(CMS, CRM, CCM, DAM, Social, Search, BI)

▸ Word, Excel, Powerpoint, … have a lot of features we (hardly) never use.

▸ Think big, start small

What next?

A lot of players … (I)

▸ Advertising agencies, content creation

▸ Content, media agencies, content production

▸ Social, video production agencies, content distribution

▸ Search engine marketing agencies, conversion optimization

▸ E-mail marketing agencies, conversion, engagement and follow-up

▸ Technology vendors: CMS, CCM, CRM, SEM, SM, BI

Communication

Performance

marketing

A lot of players … (II)

▸ Advertising agencies, content creation

▸ Content, media agencies, content production

▸ Social, video production agencies, content distribution

▸ Search engine marketing agencies, conversion optimization

▸ E-mail marketing agencies, conversion, engagement and follow-up

▸ Technology vendors: CMS, CCM, CRM, SEM, SM, BI

Sales

INTEGRATE

INTEGRATE

INTEGRATE

PROCESS

We like to

CATCH, CONNECT, CONVERT and CHERISH your customers

Daniel Schots

Daniel.schots@bbdo.be

0032 475 485 389