1. Marketing Automation in #IRL
Jonathan Wuurman

2. ERP
E-commerce
Web Analytics
Checkout system
Reporting
DataMart
Targeting
Campaign
Management
Marketing automation
SMS
Social
Direct Mail
Delivery
Mobile App
push
E-mail Broadcast

3. Summary
Some examples
Acquisition
Enrich your database
Technology to help

4. Acquisition

5. Focus on digital ID

6. Where can I find this ID?

7. Hello ________!
Jonathan.wuurman@actito.com

8. Welcome _______!
Jonathan.wuurman@actito.com

9. Why?

10. Basic tips
Jonathan.wuurman@actito.com
#noreplywar, make it personal
Add address@company.com to your contact list
Remind your reader what he signed up for
Double opt-in

11. Content tips
You are building a lasting connection with your reader
Write from the reader’s perspective
Be relevant
Socio-demographics

12. I’m still struggling

13. Enrich your database

14. Don’t underestimate forms
 Jonathan
 Wuurman
 05/06/1982
 Man
 Brussels
People are willing to share but
you need to be trustworthy

15. It starts from day one

16. Tips to update forms
Pre-filling is key
Grab extra Info
Link it in all
communication

17. You remember this ?
ERP
E-commerce
Web Analytics
Checkout system
Reporting
DataMart
Targeting
Campaign
Management
SMS
Social
Direct Mail
Delivery
Mobile App
push
E-mail Broadcast

18. This is Jonathan today

19. It’s not …
Building trust
By sending
the right message
with the right content
through the right channel
at the right moment in the
buying journey
KEY: Customer centricity
But it’s all about…

20. Some examples

21. Raz*War campaign

22. Content based on habits
Do You remember Jonathan ?

23. Cross-selling …
But why?

24. He told us something
Clicked
Visited site
But did not buy…

25. From clicks to scoring
Céline loves to share
on Linkedin
She is maybe a
socialbaker

26. Print is still relevant
For Jean For Nicolas
p. 26

27. Helpful technology

28. Simple trigger is already powerful

29. But what you really want is a scenario

30. THANK YOU
I’m present at stand C06, next to the coffee lounge

31. Scenario