Data-Driven Marketing: Less ‘Spray’ more ‘Prey.’ The Journey to Better Customer...

•

•

•

•

•

How much scope is involved in your Marketing implementation?

Newbie Aware Expert

Business Mixed Consumer

What best describes your target market?

How would you describe your Marketing Automation knowledge?

Small Mid-Size Enterprise

Attract

Nurture

Convert

Grow

Anonymous

Known

Customer

High

Value

Identify

How Marketing Automation Works

Right Time

(Journeys)

Right Message

(Data)

Right Channel

(Omni-Channel)

Attract Nurture Convert Grow

• Goals – What do you want to accomplish?

• Moment – What happens in customer’s life?

• Behaviors – What does the customer do?

• Touch Points – What channels?

• Content – What message?

Single Customer View

Segmentation/ Interests

Journey Stage

Operational Efficiency

Salesforce

Salesforce?

1. Customer 360 Model

2. Purchases

3. Actions/Signals

Common Data Considerations

Cookies EmailMobile/ Phone

App IDSocial

HandlesComplex Matching

Communities

Social Media

Email Marketing

Sales Reps

Customer Service

Digital Commerce

Connected Products

Advertising

Mobile Apps & Messaging

CUSTOMER SUCCESS PLATFORMAwareness &

Acquisition

Retention &

Advocacy

Onboarding & Engagement

Leverage the Right Channels

best practice.

Convert Anonymous ->

Known

Timing Matters. Automate!

Drive Operational Efficiencies

Plan Permissions and

PreferencesAlign with Sales Test & Learn

Frictionless Name Capture

Progressive Profiling

“Gating” Strategy

Source: Unbounce

Customer actions are the best time for a reaction

• 90% of leads go cold in 1 hour (MIT Research)

• Triggered emails generate 3X lift over batch and blast (Marketo)

• Journeys/ Nurture Tracks scale as you grow

17.9% 2.8%

25.4% 5.3%

27.5% 5.8%

29.0% 4.3%

33.6% 6.9%

36.5% 8.5%

39.0% 8.8%

43.0% 7.2%

47.8% 14.1%

56.2% 8.4%

Based on

Anonymous

aggregation

of Marketing

Cloud Send

Data (18bn

emails/

month)

Segmentation self-serve: Build a

data foundation

Leverage Tools

Be always on: Focus on Journeys/ Nurture Tracks

Infer where possible

If you ask, follow through

Be prepared for low completion (5%) Deliverability considerations

Engage Sales Early

Define MQL

Set SLAs

Know your CPAs

Agree on Metrics

Establish testing strategy

Leverage existing material

Don’t look for perfection