Download - Wine and Web: Marketing Automation

All information contained within this document is proprietary and confidential © Lyons Consulting Group 2014

Steve Susina | July 29, 2014 @ssusina #wineweb

WINE & WEB

LEAD GENERATION

LEAD SCORING

!"#$%&'()(*&&+( ,-."&/&00( 1#/02+&".3#/( !4"56.0&( !#07(!4"56.0&(

89:&"2&/5&(;#<.%7<()(=&>:4"56.0&(

TRADITIONAL BUYING JOURNEY

@ssusina #wineweb

TRANSITION from SELLING to FACILITATING PURCHASING

Age of Consumer Empowerment

•  Much of the buying process takes place before the first interaction with the vendor

Source: Marketo, Sirius Decisions, Forrester Research

BUYING JOURNEY TODAY

@ssusina #wineweb

And its not just large purchases

“Influence of Online Research Over Purchase Decisions Expanding Beyond Big Ticket Items” -- Radius GMR, 5/2013

@ssusina #wineweb

BUYING JOURNEY TODAY

Marketers Goal to Engage with Customers WHAT IS MARKETING AUTOMATION

@ssusina #wineweb

•  Marketing Database Management –  ?/7&@".3#/(-276(1=A(

•  Website Tracking •  Marketing Asset Creation &

Management –  8'.2%(–  ;./+2/@(!.@&0(–  B#"'0(

•  Campaign Management –  ?/5%4+2/@(C"2@@&"&+(1.':.2@/0(

•  Analytics

WHAT IS MARKETING AUTOMATION

@ssusina #wineweb

Marketing Automation Ecosystem MARKETING AUTOMATION ECOSYSTEM

@ssusina #wineweb

Evolutionary Market DYNAMIC CATEGORY 20 YEARS IN THE MAKING

@ssusina #wineweb

PERSPECTIVE OF THE MARKETER

•  Make it easy to deliver: –  C6&("2@67(#D&"0(–  E2.(76&("2@67(&/F2"#/'&/7(–  G02/@(76&("2@67(7##%0(

•  Manage your: –  5407#'&"(+.7.(–  '."H&3/@(5#/7&/7(–  0.%&0(&/@.@&'&/7(

•  To help you: –  ?+&/3I<(:#7&/3.%(0.%&0(:"#0:&570(

&."%<(2/(76&($4<2/@(5<5%&(–  A#/27#"(./+(.00207(76&'((

.0(76&<('#F&(76"#4@6(76&($4<2/@(5<5%&(– !"#$%&'"$%()*$+"%,$-./+"0$1&2%,*)'2$

!"#$%&'()*+$+,+#') -+(.'/01)

!%0$'0$)201+1'&'0$))3$(+$'14)

@ssusina #wineweb

Let’s Walk Through the Revenue Cycle

UNDERSTANDING THE REVENUE CYCLE

@ssusina #wineweb

IDENTIFYING THE ANONYMOUS

LEAD GENERATION IN THE REVENUE CYCLE

@ssusina #wineweb

QUALIFYING - UNDERSTANTDING “DIGITAL BODY LANGUAGE”

@ssusina #wineweb

Digital Body Language

5',)6+1'))78#8$#)

9%(&)98::#)

;<'0#)3'+(=>'#)

!:8=.#)

3%=8+:)

EVERY ONLINE ACTION TELLS US SOMETHING

@ssusina #wineweb

TARGETING BASED ON DEMOGRAPHICS AND BEHAVIOR

@ssusina #wineweb

PERSONAS BASED ON DEMOGRAPHIC ANALYSIS

We Really Like Them! •  Postal Code •  Psychographic / Lifestyle •  Company Type •  Gender / Age / Education •  Job Title

–  ;&F&%(J(1.7&@#"<(•  Undesirable

– K#"H(I#"(.(5#':&37#"(– K"#/@(?/+407"<(– K"#/@(L#$(37%&((

Customer Attractiveness

The Like Us! They Really Like Us! •  Visited Our Product Web Page

– A4%3:%&(C2'&0M(•  Looked at our Pricing •  Placed Items in Cart •  Opened/Clicked a relevant

email •  Registered for information •  Signed up for newsletter •  Undesirable

–  E2027&+(76&(1."&&"(1&/7&"(–  G/04$05"2$&(I"#'('.2%2/@(%2070((

BEHAVIORAL ANALYSIS

3$+0?+(?)@"($"(') A(811'('?)B0$'('#$#) C8D)

N:&/(O( EFGHI) N:&/(O( JKGLI) PQO(

1%25H(7#(N:&/(O( EJGKI) 1%25H(7#(N:&/(O( JHGFI) PRO(

1%25H(O( MGFI) 1%25H(O( FEGNI) STQO(

WHY CARE ABOUT ENGAGEMENT?

U#4"5&V(A."H&7#(@ssusina #wineweb

BALANCING DEMOGRAPHIC AND BEHAVIOR FOR QUALIFICATION

BEHAVIOR ! (

@ssusina #wineweb

EMAIL MARKETING IN THE REVENUE CYCLE

@ssusina #wineweb

COMMONLY AUTOMATED MARKETING TASKS

•  Content Marketing •  Building Targeted Lists •  Execute Campaigns •  Measure Activity •  Score Leads and Segment Further •  Pass Qualified Leads to Sales

U#4"5&V(U.%&0B402#/(

Automation Use Cases

Welcome / New Customer Series

•  ,53#/V(=&W4&07(1.':.2@/V(K&%5#'&(8'.2%(U&"2&0(SX  1.%%(7#(.53#/V(K&%5#'&Y(*&-(1407#'&"M(,++(40(7#(<#4"(

1#//&53#/0(ZX  1.%%(7#(.53#/V(1#'&(7#(#4"(K&$027&(I#"(E2+&#(5#/7&/7([X  1.%%(7#(.53#/V(U4@@&07&+(0&%%(I#"(.(1#':%&'&/7."<(!"#+457(TX  1.%%(7#(.53#/V(U&/+(.(;&\&"(7#(76&(8+27#"Y(18NY(K"27&(.(=&F2&-(

WELCOME EMAIL SERIES

@ssusina #wineweb

Personalized Emails & Landing Pages

1407#'&"(]"#-0&0(]"2+.%(

1.7&@#"<(

C"2@@&"&+(^]"2+.%_(8'.2%(1.':.2@/(

]"2+.%(;./+2/@(!.@&(

O%P)$%)Q#')

3$4:'#);R'(R8'P)

S%%.)T<<%80$&'0$)

U'=%&&'0?'?)V%P0#)

5'??801)A8<#)

S%%.)T<<%80$&'0$)

LONG CYCLE NURTURING

Above the Funnel In the Funnel @ssusina #wineweb

Triggered Reengage | Latent non-customers RE-ENGAGE AWOL CUSTOMERS

@ssusina #wineweb

Long Cycle Lead Nurturing GOOD PROSPECT, WRONG TIMING

@ssusina #wineweb

[P(

X(X(X(,/+(N/&(A#"&(C62/@((

Thank You

Lyons Consulting Group, LLC 20 N. Wacker Drive, Suite 1750 Chicago, IL 60606 p: 312.506.2020 f: 312.506.2022 w: www.lyonscg.com

Steve Susina MARKETING DIRECTOR p: 312.564.3196 e: [email protected] t: @ssusina