Marketing Automation Webinar Series: Your customers and prospects tell you a lot about their interests, habits and readiness to buy -resulting in a tremendous amount of demographic, psychographic and behavioral data. Are you listening? If not, not only could you be missing out on additional revenue opportunities, but you might also be delivering a less-than-ideal customer experience. Watch this video and learn how to automatically deliver thousands and even hundreds of thousands of individualized messages by capturing and integrating valuable buyer behavior into your marketing programs. Specific areas covered include: * The benefits of a centralized marketing database * Delivering a consistent digital experience * The importance of a scoring model * Getting personal via automation http://www.scribesoft.com/silverpop Recorded: 09-23-13

1. CONFIDENTIAL | © 2012-2013 Scribe Software Corporation. All rights reserved.
Marketing Automation Series:
Improving the Customer Experience by Capturing and
Using the Right Data
Ellen Valentine – Product Evangelist, Silverpop
Peter Chase – Executive Vice President, Scribe
1

2. CONFIDENTIAL | © 2012-2013 Scribe Software Corporation. All rights reserved.
Housekeeping
• VOIP is enabled, however if you cannot hear please use web meeting dial in details
• phone lines are muted
• presentation is approximately 50 Minutes
• use the questions feature to submit questions
• all questions will be addressed at the end of presentation
2

3. CONFIDENTIAL | © 2012-2013 Scribe Software Corporation. All rights reserved.3
Ellen Valentine
Product Evangelist
Silverpop
@EllenValentine
evalentine@silverpop.com
Improving the Customer Experience by Capturing and Using the Right Data
Peter Chase
Executive Vice President and Founder
Scribe Software
@PeterRChase
peter.chase@scribesoft.com

4. CONFIDENTIAL | © 2012-2013 Scribe Software Corporation. All rights reserved.
Agenda
• Introductions
• The benefits of a centralized marketing database
• Delivering a consistent digital experience
• The importance of a scoring model
• Getting personal via automation
• Next steps

5. CONFIDENTIAL | © 2012-2013 Scribe Software Corporation. All rights reserved.
• Scribe helps you get more value from your customer data
- Data integration
- Data migration
- Connect to all your customer data applications

6. Improving the Customer Experience
by Capturing and Using the Right Data
EllenValentine
@EllenValentine

8. Data Is a Primary Challenge for Marketers
• 71% of CMOs unprepared for
Data Explosion
• Data explosion is the top pain
point for marketers
• 65% of companies with
advanced marketing programs
are struggling with the data
explosion
• Most companies have a lot of
data coming from numerous
sources. Marketers want to be
able to use their data to the
maximum effect.
8

9. Where’s the Action?
9

10. 10
The Power of Behavioral & Database Marketing

11. The Common Approach
Batch & Blast

12. Segmented Send:
Tennessee Prospects
Most of us do something like this

13. Better…but
Segmented Send
Georgia Clients

14. Let’s build a Master Database
Top Sail
40
Sailboat
Slim &
Fast 380
Boat
Owned
Target
Segment
Show
Visits
Ageof
Boat
Last
Marina
Visit
Hot Dogger
Family
Memories
Gone
Fishin
San
Francisco
Lake
Michigan
Miami
Hampton
6/1/2005
2Years
5Years
6 months
The richer your
Master Database
the more
powerful, relevant
and personal you’ll
be.
Carey Smith
1000
Gateway
Drive San
Francisco,
CA 93820
ShawnDeWitt
4992
Michigan
Ave,
Chicago, IL
09030
Sheila Jones
4022
Peachtree
Rd Atlanta,
GA 30003
Steve Jones
888 Madison
Ave, New
York NY
10022
Sunset
Romantic
9/5/2012
6/1/2005
2/1/2013
10Years
Family
Cruiser
34
Smooth
Stalker
24

15. Hot Dogger
Next Capture & Append Behaviors
Website
Email
File
Website
Visits
Video’s
watched
Email
Behavior
Webform/
Landing
PageVisits
Web Page
Visits
PDFs
Downloaded
ShawnDeWitt
4992
Michigan
Ave,
Chicago, IL
09030
Ravens
Slim &
Fast 380
Lake
Michigan 2Years9/5/2012

16. Current
Inventory
Products
Owned
Product
Catalog
Supplement with Related Data
Other Company Data
External Data
5 day
Weather
Forecast
Rep
Assigned
Hot Dogger
ShawnDeWitt
4992
Michigan
Ave,
Chicago, IL
09030
Ravens
Slim &
Fast 380
Lake
Michigan 2Years9/5/2012
Website
Visits
Video’s
watched
Email
Behavior
Webform/
Landing
PageVisits
Web Page
Visits
PDFs
Downloaded

17. Rules-Based Communications: Example
Segment = Hot Dogger
MarinaVisit in the last year
Owner of Fast Cigarette Boat
Example:Trade In/Upsell Campaign Rules:
Downloaded the PDF Spec Sheet of
Cigarette Speedy 2014

18. Anyone that matches
our rule will get this email:
Hi Shawn –
We have May specials & Cigarette Boat Trade Ins
Plus we have just received new 2014 models at the Marina.
Come in to test drive this weekend.
These guys are FAST.
Congrats on the Bronco’s win!
Steve

19. The Automated Program Waits for Rule Matches
Message
Sent
on 9/15/13
Message
Sent
on 8/7/13
Message
Sent
on 7/23/13
• Program actively ‘listens’
for rule match based on
behaviors and data values.
• Only when there is a
match is the email sent
Database Size 45,000; number of emails sent in 90 days = 300!
Set it and Forget it! Staff is free to work on other projects!

20. 20
 John goes
to your
website
 He signs up
for your
mailing list
to see
specials
Behavioral Marketing in Action

21. 21
 3 months later, John
watches this video
Behavioral Marketing in Action

22. 22
 System would match my
email record
 With my behavior (watching
jet ski video)
 And Automatically Send out
a customized email!
Hi John –
We have May specials on Jet Skis and we have
just received new 2013 models at the Marina.
Come in to test drive this weekend.
Ralph
Marina Boats
111 Waterway Drive
Anycity, MI 33302
1-866-333-1111
Copyright 2013 Marina Boats Inc.
To Opt out from this and other Marina Boats Communications, click here
Behavioral Marketing in Action

23. 23
If you’re not
Growing and improving
your list,
you’re just treading water

24. 56% hide opt-in at the bottom
Get people to Opt In!

25. 25
New PopupTest: Personal Parenting Plan

26. Webforms: A great way to gather data
• Don’t ask for too much
• Use Progressive Profiling
• Ask for only what you
• Really need!

27. Lower the Entry Point with Social Sign-in

28. Social Sign in Fields passed through to your
database!
28

29. 29
Moving to a Persistent Marketing Database
Persistent Master Database
Purchase
History
Product
Catalog
Behavioral
Data
Contact
Lists
Relational
Tables
Maintenance
Contracts
Support
Cases
CRM
External
Data

30. 30
Behavioral
Data
Watched a Video
Downloaded a File
Opened an Email
Clicked on a Link
Submitted a Webform
Been Sent an Email
Viewed a Website
Viewed a Webpage
The Behavior Database is Built Automatically
When Webtracking is Turned On
Behaviors Captured:

31. TwitterTweet
Twitter ReTweet
Enter
Location
Searched Site
AbandonedGoal
Completed Goal
AbandonedCart
Purchased
Visited Site
Titter Follow
Social Score
Exit Location
Started
VideoWatchedVideo
Joined Program
Checked In
Started Event
Watched Event
Started Event
Watched Event
Mobile App
Open
Goal
Content
SMS
Contest
Poll
SMS Opt In
Survey
The Power of Universal Behaviors

32. The Netprospex Transformation
Our Story
Our
Data
OurWay

33. Build Our Personas
DemandGen Operations
(Data Management)
Sales Leadership
Tech Non-Tech Tech Non-Tech Tech Non-Tech
Goal 2 – Understand
Our Buyers

34. 110 New Pieces of Content!
Offer Library
Goal 3 – Build Up a Content
Library

35. Content Framework
Inventory
Assign
Categorize
DG DM SP
10
Actions
B2B DM
Guide
Sales
Pro Sector
Plano-
Gram
What Not
to Do
Try a
Search
5
Strategie
s
4
Reasons
10
ColdCalls
CAN SPAM
Compliance
DQ
Video
Try a
Search
Confio
Case Study
Why
Outsource
AG
Salesworks
SD
Profile
SD
Profile
SPTool
Guide
Engage
Propensity
Decision
Goal 3 – Build Up a Content
Library

36. Content flow

37. Christina’s profile
DG DM SP
Engage Propensity Decision
Profile Data

38. Christina’s profile
DG DM SP
Engage Propensity Decision
Profile Data
DG
Engage

39. Christina’s profile
DG DM SP
Engage Propensity Decision
Profile Data
Email: christina@company.com
MarketerType: B2B
Tech Marketer? Yes
DG
Engage

40. Christina’s profile
DM SP
Propensity Decision
Profile Data
Email: christina@company.com
MarketerType: B2B
Tech Marketer? Yes
DG
Engage

41. Christina’s profile
DM SP
Propensity Decision
Profile Data
Email: christina@company.com
MarketerType: B2B
Tech Marketer? Yes
DG
Engage PropensityEngage

42. Christina’s profile
DM SP
Decision
Profile Data
DG
Engage Propensity Decision
Email: christina@company.com
MarketerType: B2B
Tech Marketer? YesName: Christina Smith
Title: Director of Marketing
Propensity

43. Results to Date:
1. 12.5 x increase in visit duration
2. Doubled # of pages visited
3. 30% reduction in bounce rate
4. 7% increase in conversion rate

44. 44
Email Behaviors
Opens, Clicks, Sent or not
sent, in any given time
window.
1
Web Analytics Integration
WA data feed –
search, shopping cart, page
level
2
Relational Data
Ecommerce, Purchase
Data…
3
Social Feed
Mention, Follow, RT in given
time window
4
Silverpop Native Web
Feed
Site visits, page visits,
Custom web behaviors
5
You can do things like this with a great data strategy
44

45. 1
1
2 6
3
4
5
7
8
Subject Line Personalization
First name personalization
Personalized Content
Name and contact info for each customer’s personal rep
Dynamic Subject Lines
The subject line changes based on the type and duration
of club membership
Individualized Content Lists
For any customer who has purchased two or more items
in the last 90 days, list each purchase
with review links
E-commerce-driven Personalization
Display totals and other engaging content to drive follow-
on purchases.
Website-driven Content
Directly track each customer’s web activity and prompt
them to visit new areas of the site.
Send Time Optimization
The message arrives in each individual’s inbox at
precisely the time that individual is most likely to check
email.
Data-driven Dynamic Image
Image is selected based on demographic and profile info
Score-driven Dynamic Offer
Discounts/prices vary by social influence and time since
last purchase
1
2
3
4
5
6
7
8
Data-Driven Email: Making 1-1 Marketing a Reality
45

46. Is your marketing database in the ‘too hard’ pile?
46

47. Have you heard the expression?
47

48. One bite at a time!
48
APIs
CRM
Behavior
Data Capture
External Data
Integration
Webform
Data
Collection
Data
Blueprint
Marketing
List to
Database
Conversion
Data Appends

49. 49
Build a Data Blueprint
Build a collection & integration plan:
• Integrate corporate data (which,
when, how)
• Integrate external data (sources, uses)
• Collect behavior data (email, web,
universal)
• Collect web visitor data:
• Webforms
• Landing Pages/Microsites
• Social Sign-in Data
• Consider Data Append Services

50. 50
Build a Data Blueprint
Develop a data usage plan:
• Email Personalization, Dynamic
Content,
• Website Personalization
• MobileApp Personalization
• Reporting
• Consistent User Experience
Examples will go a long way toward
getting everyone on board!

51. Other Recommendations
51
• Add a Marketing Operations staff (or
department) to the team
• IT Priority Alignment
• Create Executive Vision
• Define Data Workplan
• Milestones
• Integrations Dates
• Capabilities Rollout

52. Don’t Delay: Start today!
52

54. CONFIDENTIAL | © 2012-2013 Scribe Software Corporation. All rights reserved.54
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Improving the Customer Experience by Capturing and Using the Right Data