About Me Surfers In A Dress
About Me
• 6 years Agency & Client-side
• Events > Advertising > Marketing > Consulting
• Datarati
• Marketing Automation specialists
• Data-driven Customer Lifecycle Marketing
• Actionable Insights
• Blog: gregbeazley.com
/surfersinadress
About You
Why are you here?
Your big data is all of the response and activity generated by your digital marketing efforts. The problem is, how do you integrate all of that data in order to make more effective marketing decisions? We look at best
practice in marketing automation and how to better nurture leads through the sales funnel.
Big Data Marketing Automation
Better Efforts & Decisions
What is “Big Data”?• Importance of Data• Access to Technology• Visualise & Manipulate• Predict & Automate
What is “Big Data”?• What/who for?• Complete picture?• What is Big Data NOT?
What is Marketing Automation?
• Connecting the dots to Automate (API)
• An enabler for data-driven marketing• Behavioural data
CRM Database
Marketing Automation Database
Customers & Prospects
Revenue Cycle Funnel Bridging the gap between Marketing & Sales
Marketing SalesMarketing Automation Database
CRM Database
What does Marketing Automation do?
Landing PagesForms
Data Management
Segmentations Measurement
Pipeline & Revenue
Cookie Tracking SMS via WebhookPURLs
Traditional Approach• Linear path to purchase• Easy to control• Drop-offs > Re-acquisition ($$$)• Disconnect between Marketing
& Sales
Acquisition Conversion
Conversion
Small Conversion %
Marketing Spend $
Attract
Engage
Convert
Retain
Permission• Permission to Market cross-channel• Build a relationship• Targeted communications (email,
display, social)
Acquisition Conversion
Conversion
Relationship
Permission loop
Permission Capture
Relationship• Market in a known way (targeted)• Drive to first-time purchase• We know who you are and what
you like
Acquisition Conversion
Conversion
Relationship
Permission loop
Permission Capture
Conversion
Welcome Abandonment
Browsing & Reminders
Repurchase• Buy for a second time• Up Sell & Cross Sell other
products• Product life cycle
Conversion
Transaction e.g. Thank you
Repurchase loop
Cross Sell
Replenishment e.g. prepaid, vitamins
Stickiness• Brand Preference• Competitive Differentiation• Rewarding Loyalty
Conversion
Service Alerts e.g. flight delays
Stickiness loop
Ratings & Reviews
Referrals
Win Back• Recapture Customers from
Defection• Avoid re-starting the cycle
Conversion
Win Back loop
Win Back
Re-permission• Maintaining & recapturing
permission across channels
Conversion
Re-permission loop
Relationship Targeted
• Targeted Campaigns throughout the lifecycle to increase conversion
Customer Lifecycle• More prescriptive approach• More effectively map campaigns
against the lifecycle• Automate customer experience to
help generate pipeline & revenue
Conversion
Re-permission
Relationship
Win Back
Stickiness
Re-purchase
Acquisition Conversion
Conversion
Permission
Conversion
Targeted
Customer Lifecycle Campaign Ideas
1. Engage2. Educate3. Convert4. Excite5. Renew6. Reward
8 Key Takeaways
1. Buyer’s are now in control, so think about the customer experience
2. Digital fingerprints are being created across email, web, search and social media
3. Marketing must align with sales objective: revenue
4. Connect your Marketing database with your Sales/CRM database for Revenue and ROI tracking
5. Set up a scoring model to track engagement levels to ensure you are following up with those most likely to convert
6. Set up automated campaigns that trigger on specific types of behaviour via email, web, search, social media and purchase activities
7. Report on campaign effectiveness by channel, by frequency, by ROI
8. Test and optimise!
What next?
• What are your business objectives?
• What campaigns should you be prioritising?
• What data are you capturing and what do you need to capture?
• How healthy is your data?
• What resources would you need to put some level of CRM & Marketing Automation in place?
Connect.
/in/gregbeazley
gregbeazley.com
@gregbeazley
References
• Big Data: • Marketing Technology LUMAscape • Gartner Digital Marketing Transit Map
• Revenue Cycle Funnel: • Marketo Revenue Cycle Funnel
• Customer Lifecycle: • Responsys Customer Lifecycle • Datarati Customer Lifecycle Campaign Ideas
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