10. Our philosophy
& methodology
No business can accurately
predict future revenues without
complete transparency into
both the funnel and the
pipe….joined up marketing
12. Why Marketing Automation
is an ideal platform…
inbound outboun
d
The web as a
marketing hub
and NOT a
passive
brochure
MA
Capturing the digital
behaviour provides
clarity of focus
Visualising the CRM
buyers journey
13. SMB ‘Worry Free’
c.2m units/contacts
9 countries
7 languages
5 routes to purchase
The brief
Fully automate, integrated systems,
integrate ‘drip’ and ‘keep in touch’ campaigns
dynamic content & richer experience
14. Campaign Flow/User Journey
Trend Segment Time
Trend Database
Micro #1 #4
#1 #4
Database POS Segment
Post Purchase Survey Welcome Campaign
Regular Monthly Campaigns
Data put on to
Trend FTP Site Default
FTP site daily
Customer
Communications
Ad Hoc Campaigns
Mid Term Survey Renewal Reminders
CleverTouch Data #1
#1 #4
#4
Data manipulated In Trial Segment
Transformation ready for
silverpop Welcome Campaign
Post Trial Activate - Y
#1
#1 #2
#2
Activation
Segment
Data uploaded Post Purchase Survey Welcome Campaign
Silverpop FTP
to silverpop for
Site
scheduled #1
#1
daily import Activate - N
Survey Extended Trial Period Campaign
#2
#2
Win Back
Campaign
New contacts
Silverpop added to #8
#8
Database Database
15. Campaign
‘Trend Dell - Worry Free’
Overview:
1. Extensive use of dynamic
content e.g. Time sensitive
2. Automated contact upload
and import from Secure FTP
site
• From Post-purchase to
IMMEDIATE prospect
marketing engagement
15
16. Dynamic content in automated email
29 Days of Trial Remain 15 Days Remain 3 Days Remain
0 Days Remain 3 Days Since Expiry 7 Days Since Expiry
19. Dynamic Content (Landing Page)
• Product recommendations
based on progressive
profiling
• Products/links are all
personalised so ROI can
be calculated at individual
level
20. Dynamic Advisor Tool- Dictates which campaign journey (of 5)
prospects are taken down, includes send time optimisation.
Nathan Jane Adam
20
21. Results so far
• 1000’s prospects entering the marketing journey each week
• email open rates average 25%, Germany 35%+
• advisor tool completion rates between 26-62%
• Click thru from report up to 14%, leading to significant up-sell within business
clients