Watch Daniel Burstein, Director of Editorial Content at MarketingSherpa, and JR Hopwood, Vice President of Digital Strategy at Bridgeline Digital, and learn about strategies and technology that allow marketers to seamlessly work customers through each stage of the sales funnel.
Attend the webinar to learn:
Best practices from MarketingSherpa
Technology & features that support marketing goals
Use cases detailing customer journeys
Distribution Ad Platform_ The Role of Distribution Ad Network.pdf
Webinar: Communicating with a Purpose
1. Communicating
with a Purpose
#Webinar-Purpose
presented by:
Join the Conversation #Purpose-Webinar
Webinar:
Communicating with a Purpose
with Daniel Burstein
Director of Editorial Content, MarketingSherpa
and JR Hopwood
Vice President of Digital Strategy, Bridgeline
5. Communicating
with a Purpose
#Webinar-Purpose
85%
What We Know: Customers Expect TRULY Personal Experience!
85% of customers
would no longer buy
from an organization
that failed to take
account of their
preferences and
purchasing history.
Source: “Impact of having an effective Single Customer View on consumer
behaviour,” (Infographic), Experian Marketing Services, 2012.
7. Communicating
with a Purpose
#Webinar-Purpose
About Bridgeline:
► Digital Strategy
► User-Centered Design
► Web Application Development
► Systems Integration
► Search Engine Optimization
► Managed Hosting Services
10. Communicating
with a Purpose
#Webinar-Purpose
Continue
the conversation
How To: Get fresh, high-quality content
Build
content around
Value
Proposition for
each persona
Create
content around
Value
Proposition for
becoming a
customer
Identify
segmented
content for
immediate
engagement
Tip: Organize to ensure the database is
targeted and content is balanced across
different personas.
Source: Byron O’Dell, Sr. Director, Demand Management, IHS;
MarketingSherpa Email Summit 2014
11. Communicating
with a Purpose
#Webinar-Purpose
Continue
the conversation
How To: Get fresh, high-quality content
Build
content around
Value
Proposition for
each persona
Create
content around
Value
Proposition for
becoming a
customer
Identify
segmented
content for
immediate
engagement
Tip: Content takes much
longer to build than
technology for a multi-
touch nurturing program.Source: Byron O’Dell, Sr. Director, Demand Management, IHS;
MarketingSherpa Email Summit 2014
12. Communicating
with a Purpose
#Webinar-Purpose
Continue
the conversation
How To: Get fresh, high-quality content
Build
content around
Value
Proposition for
each persona
Create
content around
Value
Proposition for
becoming a
customer
Identify
segmented
content for
immediate
engagement
Source: Byron O’Dell, Sr. Director, Demand Management, IHS;
MarketingSherpa Email Summit 2014
14. Communicating
with a Purpose
#Webinar-Purpose
Uses for Automated Emailers:
63%
54%
13%
11%
WELCOME THANK YOU TRIGGERED BASED
ON WEBSITE
BEHAVIOR
SHOPPING CART
ABANDONED
Most common uses Least common uses
Source: 2011 MarketingSherpa Email Marketing Benchmark Report
15. Communicating
with a Purpose
#Webinar-Purpose
Here’s the problem…
Triggered emails can:
• Come off the wrong way if
they aren’t carefully executed
• An emailer should be written by
people, to people. Marketers
should stay professional but
maintain a friendly tone.
• Become outdated or
inaccurate.
18. Communicating
with a Purpose
#Webinar-Purpose
Most companies have a 60-80% confidence level…
which also means a 20-40% margin for error.
Segmentation can
not distinguish
between users or
personality types.
Source: Brittany Long, "Customer Relevance: 3 golden rules
for cookie-based Web segmentation," MarketingSherpa Blog
25. Communicating
with a Purpose
#Webinar-Purpose
Avoid the lead graveyard.
Expected Tech Salaries
Pros & Cons: Working
With a Hiring Firm
3rd-Party Report: Tech Hiring
Best Practices
1
DAY
Download
Whitepaper
2
DAY
Supporting
Asset.
4DAY
Email blog
post.
Visits site.
Site promotion:
Special Report.
Success!
Lead
Contacted.
Weekly Email:
Thought
Leadership
Re-Visit:
Sample IT
Resources.
31. Communicating
with a Purpose
#Webinar-Purpose
Ongoing communication with the customer:
• Dynamic Messaging
Based on Purchase
• Related Content
• Best Way to Use Your Widget
• Dos and Don’ts of Widgets
• How Customer X Used Widgets
• Re-Fill Purchases
• Weekly Email
32. Communicating
with a Purpose
#Webinar-Purpose
ü Identify primary segments
ü Identify primary scenarios for each segment
ü Create digital touchpoint plan
ü Setup dynamic, persuasive content
ü Watch, learn and change