1. Behavioral Marketing :The end of segmentationin B2B marketing John Watton, SilverpopB2B Marketing Forum, 14th March 2013. @jwatton , jwatton@silverpop.com #b2bnl

2. #b2bnl 3. Agenda The empowered consumer Right message, right time, right place 4 steps to behavioral marketing automation Behavioral Marketing @Work #b2bnl 4. The empowered consumer #b2bnl 5. Problem: NoiseThe average consumer is exposed to 30,000 marketing messages per day.#b2bnl 6. of UK smartphone ownerssay theyve never seen amobile ad #b2bnlSource: Nielsen Mobile Consumer Survey, Feb 2013 7. The average socialpost has a half-life ofminsSource: SEOmoz blog, Feb 2013#b2bnl 8. 25%To get of your tweets retweeted 10,000 You needfollowers#b2bnlSource: SEOmoz blog, Feb 2013 9. #b2bnl 10. B2B B2C#b2bnl 11. B2B B2C#b2bnl 12. Marketing practiceis ten years behind marketing vision.#b2bnl 13. The SegmentedAudience ApproachFemaleHomeownerMale Female College 30-40FemaleMaleHomeownerHomeowner Educated30-40 Female With kidsHomeownerCollege College EducatedEducated MaleWith kids With kids 30-40 MaleFemale 30-40HomeownerMale30-40MaleFemale30-40 HomeownerMale30-40College CollegeEducatedEducated With kidsCollegeWith kidsEducated Female HomeownerWith kids#b2bnl 14. Problem:The Segmented Audience approach is failing3% Relevant97% Irrelevant#b2bnl 15. #b2bnl 16. Theoretical Needs+Actual Wants 1#b2bnl 17. Traditional segmentation 123By Profile By Preference By Now? #b2bnl 18. Consumers are more demanding50%of German consumers say information is too generic. Source: Silverpop Survey, Mar 2013 #b2bnl 19. Marketers are not responding 17% of marketers tailor their message to the individual. Source: Silverpop Survey, Mar 2013#b2bnl 20. The sales cycle is d.e.a.d.2 #b2bnl 21. 56% of the buying process is invisible to the seller.The empoweredcustomer isnow in control of thebusiness relationship. #b2bnlSource: IBM CMO Study 2011 22. 70% of B2B buyers use a searchengine at the start of theirbuying processSource: Mediative Whitepaper, 2011 #b2bnl 23. of C-Level executives prefer to locate information themselves53% Source: Carat UK, Mar 2013 #b2bnl 24. 21% of B2B buyers use socialmedia at some point in thebuying processSource: BaseOne Buyersphere 2012 #b2bnl 25. Marketing needsto change#b2bnl 26. The biggest win:by behavior #b2bnl 27. Shrinkingsegments #b2bnl 28. The goal:segments of one#b2bnl 29. Right message.Right time. Right place. #b2bnl 30. 4 steps to behavioralmarketing automation#b2bnl 31. Step 1: Which behaviors to track?DemographicsEmail behaviorSocial behavior Web behaviorOff-line behavior Company Opened email Likes Pages viewed Salesteam interaction Title Did not open email Comments Links clicked Event attendance Sector Clicked on link Shares Cart abandoned Check-ins/QR codes Customer/Prospect in email Facebook forms Products searched Call centre activity Product preferences Bounced etc Forms completed Catalogue request etc No mailing activity Files downloaded etc etc Videos viewed etc#b2bnl 32. Step 2: Unify into one customer viewLOCATION EMAIL WEBSITE ECOMMERCE SOCIALCRM BEHAVIORALDATABASE #b2bnl 33. Step 3: Automate something! 1. Welcome/Onboarding 2. Browse Abandonment 3. Recommendation 4. Product Review Request 5. Replenishment/Re-order 6. Password renewal/reminder 7. Trials 8. Cross Sell 9. Purchase Anniversary/Renewal 10. Re-engagement#b2bnl 34. Step 4: Personalize channels (e.g. email)Subject Line Personalization1 First name personalization 1Personalized ContentName and contact info for each customers2 6 personal repDynamic Subject Lines2 The subject line changes based on the type andduration of club membershipIndividualized Content Lists3 For any customer who has purchased two or moreitems in the last 90 days, list each purchasewith review linksE-commerce-driven Personalization4 Display totals and other engaging content to drivefollow-on purchases.7 Website-driven Content5 Directly track each customers web activity andprompt them to visit new areas of the site.Send Time Optimization3 6 The message arrives in each individuals inbox atprecisely the time that individual is most likely to1 check email.Data-driven Dynamic Image7 Image is selected based on demographic and4 profile info8 Score-driven Dynamic Offer5 8 Discounts/prices vary by social influence #b2bnland timesince last purchase 35. Behavioral Marketing @Work #b2bnl 36. Lead score on demographics & behaviors Heavy BehaviorLowInterest Interest Profile12 3 4 Great Fit A 32+/15+ 32+/10-1432+/6-9 32+/0-5 B 20-31/15+ 20-31/10-1420-31/6-9 20-31/0-5 C 10-19/15+ 10-19/10-1410-19/6-9 10-19/0-5OK fit D0-9/15+ 0-9/10-140-9/6-9 0-9/0-5#b2bnl 37. Prioritize sales-ready leads Heavy BehaviorLowInterest Interest Profile12 3 4 Great Fit A 32+/15+ 32+/10-1432+/6-9 32+/0-5 B 20-31/15+ 20-31/10-1420-31/6-9 20-31/0-5 C 10-19/15+ 10-19/10-1410-19/6-9 10-19/0-5OK fit D0-9/15+ 0-9/10-140-9/6-9 0-9/0-5#b2bnl 38. Behavior Driven AutomationCampaignCampaignProgram A Program B 260% lift in product Salesthan non automated emails Empowering ParentsOnly 4% of emails have beenautomated thus far yet theydrive 40% of email revenue S&S WorldwideConversion rates went up136% with automation -SmartPak #b2bnl 39. Dell/Trend MicroTrendTrendSegment Time Database Micro #1 #4Database POS SegmentPost Purchase Survey Welcome CampaignRegular Monthly CampaignsTrend FTP Site Data put on toDefault FTP site dailyCustomer CommunicationsAd Hoc CampaignsMid Term Survey Renewal RemindersCleverTouch #1#4 DataData manipulated In Trial SegmentTransformation ready forWelcome Campaign silverpop Post Trial#1#2 Activation Activate - Y SegmentPost Purchase SurveyWelcome CampaignSilverpop FTPData uploaded Siteto silverpop for #1 scheduledActivate - N daily importSurvey #2 Extended Trial Period Campaign Win Back Campaign New contactsSilverpopadded to#8Database Database Highlights- over 4-10k pcm enter this programme, all automated (10 times a day) #b2bnl 5 routes & 9 languages and multi-touch= 250+ scheduled communications 40. Tekstream+200%+105% +75%Revenue Lead conversion rates Pipeline Opps#b2bnl 41. 1 day 3 days TryWhy youwizard should1. WizardOverview1 day3 days It will Almost Donehelp 2. StartedyouWizard1 day3 days WizardCustom 3. CompletedResults for you Wizard 1 day4. Add toDid you x daysforget. CartResponding5. PlacedThank You x days . to Website OrderBehaviors #b2bnl 42. SmartPakDifference After BeforeOpen Rate+68.3%27.6% 16.4% CTR+103.5%5.9%2.9% CTOR+20.9%21.4% 17.7%Conversion Rate +135.8%14.6% 6.2%Unsubscribe-42.9%0.08% 0.14%SPAM Complaint Rate-33.3%0.04% 0.06%Bounce-6.0%0.63% 0.67%#b2bnl 43. Agenda The empowered consumer Right message, right time, right place 4 steps to behavioral marketing automation Behavioral Marketing @Work #b2bnl 44. Thank you@jwattonjwatton@silverpop.com#b2bnl