Am1 109 forest-yule_silverpop_formingtheperfectunion DF2UFL 2012 Morning Session: Forming the Perfect Union - Mobile, Social, Email, Local Presented by: Silverpop [Platinum Sponsor] Forest Yule

1. Forming the Perfect Union:
Mobile, Social, Email, Local
How to leverage a behavioral
marketing database to increase
effectiveness

2. Presenter
Forest Yule
Global Alliances Manager
Silverpop

3. Forest Yule
Silverpop

9. JB – Sold out MSG in 22 Minutes!

11. The way we communicate
The way we learn and buy

12. Digital Marketing Channel Explosion

13. Hello Ohio!
brucespringsteen.net
Wrong Message… Right Person(s)

14. The CMO Must…
Understand the
Individual
Interact with the
Individual
Allow two-Sided
Conversation
Leverage new Digital
Data Sources

15. Your Audience:
Who, What, When, Where?

16. Web Analytics? Social Media Apps? Email Marketing?

17. Unified Digital Marketing Platform

18. Behavioral Marketing
Real-time, cross-channel, insanely
relevant campaigns to one person at a
time auto-magically driven by
analytics of their actions, preferences
and profiles. ~ Silverpop

19. Behavioral Marketing Platform
Email
Site visits CRM
Location
Web forms
Social Mobile
Offline

20. Behavior Automation Outputs
• Triggered Emails
• Multi Step Programs
• Score and Rank
• Direct Mail
• Web Content
• Alerts
Call Center
CRM System
Sales Rep

21. Behavioral Profile
Sandra..
Visited website
- Visited Blog
- Clicked to Twitter Page
- Visited Community
- Downloaded White Paper “XYZ”
- Watched “7 Reasons” Video
- Submitted Demo Request Form
- Call Center Conversation
- Trial software login

22. Their Behaviors - Your Business
Rules

23. Relevancy Drives Revenue
Cart Abandonment
Less than 1%
of the emails
- drove 18% of
the Revenue

25. Personalized Messaging

26. Heard of these guys?

27.  4th most downloaded app in
iTunes history
 165 million global users
 300,000 songs sold each day

28. 2011 - 1 Super Bowl ad
2012 - 1/3 of Super Bowl

29. Mobile Ad Interface Advertiser Landing Page

30. A story in behavioral marketing…
My Name is “Sarah”

32. Automated
Campaigns!

34. 66% of people prefer social sign up

35. Welcome / Activation Related Webinar

37. Progressive Profiling
NAME ROLE
Company Size

38. Email Automated
From Sale Rep

39. Social Nurturing

41. What you really want to know…
Influencing Offers
Source Ad First Offer

42. Revenue Reporting
Engagement Data + Salesforce Native Reports = Deep Revenue
Insight!

44. Check-in Marketing Opportunities
Local Offers
Sweepstakes Loyalty Twitter
Messaging
Email Marketing

45. Opt-Ins Increase Email Signups

46. Sweepstakes & Scavenger Hunts

47. Sweepstakes Sign-Up

48. Email
Confirmation

49. Participants Check-In

51. Self-Service Integration w/
Salesforce

52. Salesforce.com Integration

53. Sales Visibility (Lead Activity)

54. Sales Control over Nurturing

55. Sales Collaboration and Alerting

56. Is it worth it?
•
400% Increased No. of New Leads Generated
through existing demand gen activities
•
5x Increased No. of qualified leads sent to
sales
2x
• Improved Sales Close Rates
25%
• Reduced Cost per Sale

57. Thank you for your time and attention.
Forest Yule
Fyule@silverpop.com
512-850-2946

58. Thank YOU!