Marketing to the Power of ONEMarketing to 

the Power of ONEHow Top Brands Use Cross‐

Channel Marketing to Attract, Engage and Retain Customers

I'm learning how all the "cool kids" use digital media for lifecycle customer engagement! #NexusCafe #ExactTarget

Join the Conversation!Joel Book: @JoelBookExactTarget:  #ExactTargetEvent:  #NexusCafe

Marketing to The Power of ONE

From:one-waybroadcastTo: one-to-oneengagement

The Customer Life Cycle

Engaging with customers throughout the life cycle . . . • Drives initial and repeat purchase.• Keeps customers informed. Serves customers better.• Improves retention. Fuels brand advocacy.

Life Cycle Engagement Drives Acquisition & Retention

Business Getting

Product Inquiry

Product Evaluation

Product Purchase

AcquireAcquire EngageEngage ConvertConvert

Product Usage

Brand Advocate

Business Keeping

Repurchase/Renewal

ServeServe GrowGrow RetainRetain

Marketing Goal

Marketing Goal

Customer Interaction

Life CycleStage

Life CycleStage

• Thank customer for inquiry

• Invite email subscription

• Send Welcome Email; Link to Preference Center

• Invite customer to identify product needs, interests

• Deliver relevant information

• Provide links to website content to aid purchase decision

• Send invitations to webinars and live events

• Invite product trial

• Thank customer for purchase

• Promote related products/services

• Reinforce the value they will receive from product or service

• Invite customer to opt-in for product updates & service reminders

• Send personalized product news and service updates

• Send triggered offers and service alerts

• Provide links to product-related resources on website

• Send renewal-triggered cross-sell /upsell offer

• Provide incentive to renew or repurchase

Product Inquiry

Product Evaluation

Product Purchase

ProductUsage

Repurchase/Renewal

BrandAdvocate

• Ask for referral to friend or colleague

• Invite customer to contribute content for blog or newsletter

• Reward customer for loyalty.

The Customer Life Cycle

Life Cycle Customer Engagement Strategy

AcquireAcquire EngageEngage ConvertConvert ServeServe

ChannelsChannels

• SEO• PPC• Print / Broadcast• Social Media• Mobile (SMS)• Website(s)

• Email• Website(s)• Webinar / Seminar• CSR• Field Sales / Agent

• Email• Direct Mail• Field Sales / Agent

• Email• Mobile (SMS)• CSR• Direct Mail• Social Media• Website(s)

• Email• Direct Mail• Website(s)• Field Sales / Agent

• Email• Website(s)• Social Media• Field Sales / Agent

GrowGrow RetainRetain

Acquire Engage Convert Serve Grow Retain

Ally Bank Uses Print Ads to  Invite Consumers to Text for Latest Money Market Rates

Why this Works:• Ally uses “My Ally Update” to deliver personalized information and offers based on  customer accounts and predicted interests

• Enables customer to read and respond to email via PC or mobile device

• Questions answered through 24/7 toll‐free phone, live chat, or email

Acquire Engage Convert Serve Grow Retain

“Serving” has become the new “Selling” at Ally Bank  

Acquire Engage Convert Serve Grow Retain

"We put our customers at the center of everything we do --whether it is product development, the services we offer or the ways we engage with consumers, like Twitter, Facebook and our blog." Sanjay GuptaChief Marketing OfficerAlly Financial

Ally Bank created “Ally Idea Share” so consumers can share ideas on how Ally can create a better banking experience

1. Improving data‐centric segmentation and targeting practices. 

2. Integrating and leveraging data acquired through social media.

3. Using customer data to drive more relevant offers via dynamic content.

Top Marketing Priorities Revolve Around Data

“The Connected Marketing Campaign Management Imperative,” July 28, 2011

CMOs in outperforming organizations invest more effort in capturing and using data to foster customer relationships.

Successful Marketers Use Data More Extensively 

Recommendation:• Connect continuously.• Engage with your customers at 

every stage in the customer lifecycle.

• Build online and offline communities to strengthen your brand.

From Stretched to StrengthenedIBM Institute for Business Value Global CMO StudyIbm.com/cmostudy2011 

Data Centric Campaign Management Model

Source: Forrester Research ‐ April 2009 “Campaign Management Needs A Reboot”

Volvo Construction Equipment eMarketing Technology Solution

Total Integration of Customer Data

Landing Pages, Registration PagesProduct Microsites,  Webcasts / Podcasts

Marketing Database

Email Communications

www.volvoce.com

Campaign Tracking & Lead Scoring 

Lead Management Workflow

Data cleansing

Auto-generated email for customer

Auto-generated report for Volvo

sales rep

Microsoft Dynamics CRM enables Volvo sales reps to manage leads

Information Request

Microsoft Dynamics

CRM

Customer Information

Sales (New/Used)

Warranty Data

Credit Status

MarComHistory

eCommerce

Surveys

Social Media

Lead Score

Analytics

Volvo CE centralizes customer data in Microsoft Dynamics CRM.

Enables “one view” of the customer.Allows faster 

communication with customersProvides better 

measurement of campaign ROI

Marketing Data Integration

Customers Engage through Multiple Channels

The Days of the Single‐Channel Consumer are Gone and they’re not coming back.

Cross‐Channel Marketing is a Must

Managing the Customer Conversation Requires Integration of Outbound & Inbound Channels

Interactive Marketing Hub™ from ExactTarget

Campaign Response Tracking

Product /ServiceNeeds, Interests

CampaignResponse History

Analytics and Lead Score

Products Purchased

CustomerDemographics

Customers & Prospects

Database Management

Segmentation Campaign Planning

ProspectiveCustomers

Iden

tify

Customers with Specific Needs

Offer

InformationSele

ct

Timing

Channels

Det

erm

ine

Offline

Online

Offline

Campaign Program Development and Execution

Prog

ram

Dev

elop

men

t

Con

tent

Per

sona

lizat

ion

Segment A• Offer/ Message• Channel• Timing

Segment C• Offer/ Message• Channel• Timing

Segment B

• Offer/ Message• Channel• Timing

Cross‐Channel Marketing Workflow

Database Updating / Lead Scoring

Land

ing

Page

/ M

icro

site

Cus

tom

er D

ata

Acq

uisi

tion

Customer / Prospect Interaction

Belk Uses Email, Mobile, Social Media and Print to Engage Consumers

Belk Newspaper Insert Belk Customer Email

Belk Facebook Page

• Aids the Buying Process• Improves Service• Maximizes Retention

The Customer Life Cycle

Brand Loyalty

Business Getting Business Keeping

Product Inquiry

Product Evaluation

Product Purchase

Product Usage

Repurchase/Renewal

Email: #1 for Business Getting. #1 for Business Keeping.

“56% of US consumers say the message that caused them to purchase was delivered by email.” Source: ExactTargetResearch Report: Subscribers, Fans & Followers,  Report #9 2011

• Increases Brand Awareness• Fuels the Conversation• Attracts New Customers

Social Media Facts

46% of consumers combine social media and search engines in

their buying process (GroupM)

Approximately 55% of Twitter

users are mobile users

77% of consumers said they interact with brands on Facebook primarily through reading posts and updates from the brands  (Mashable)

83% of US Online Adults participate in social media (Forrester)

Thirty-four percent of marketers have generated

leads using Twitter, and 20% have closed deals using

Twitter (AllTwitter)

24 hours of video are uploaded to YouTube

each minute. (YouTube)

US marketers will spend $3.08 billion to advertise on social networking sites in 2011.Source: eMarketer, Jan. 2011

There will be nearly 21 million Twitter users in the U.S. by the end of 2011 (eMarketer)

© 2009 Online Marketing Connect

To monetize social media, convert “Fans and Followers” to email subscribers!

75% of social media users say email is the best way for companies to communicate with them. (MarketingSherpa, 2010)

• Delivers Exclusive Offers• Drives Traffic• Extends Customer Service

EMAIL DOMINATES SMARTPHONE USEEMAIL DOMINATES SMARTPHONE USE

Smartphones and iPads Have Accelerated Interaction

Source: eMarketerDecember, 2010

24 million tablet computers  will be sold in the U.S. in 2011.More than 19 million will be iPads 

65.8 million people in the U.S. now own smartphones. Of these, 35.3% use apps.Source: comScore MobiLens2011 U.S. Mobile Subscriber Market ShareMarch , 2011

Thanks!Thanks!Joel BookExactTarget, Inc.

jbook@exacttarget.comEmailMarketingbytheBook.com@JoelBookhttp://www.linkedin.com/in/joelbook