Big Scary Cranium
SILVERPOP
Step-Up Plan
• Evolve from Email marketing to behavioral marketing automation
• Get more from your investment in IBM Silverpop
Having Trouble Realizing The Full
Potential of Marketing Automation?
Only 26% of B2B MA users have fully
adopted their systems
76% of CMOs list high-end lead generation
as their biggest marketing automation
challenge
Only 38% of those with marketing
automation are using advanced tactics
like progressive profiling
Companies using marketing automation see 53%
higher conversion rates than non-users
Nurtured leads make 47% larger
purchases than those who were not
nurtured.
Companies using marketing automation
generate twice as many leads as those using
just email software.
The Lure of Success
Common Challenges
Getting Serious About Automation
WHY AREN’T MORE COMPANIES SUCCESSFULLY IMPLEMENTING MARKETING AUTOMATION?
Marketing automation didn’t exist when most senior email
marketers started their careers.
It’s a New Discipline
It Takes Marketing to Get Serious About Data
Whereas email marketing is possible with a simple list,
marketing automation requires a two-way relationship with
clean marketing data.
Marketing automation requires forethought into not only
marketing KPIs, but contact data development benchmarks.
Nobody Knows IBM SILVERPOP
Like Big Scary Cranium
We will examine your current use of IBM Silverpop, current
marketing goals and identify a plan to improve overall
performance. Let’s take a look.
WINNER
- Silverpop Agency of the Year -
- Best Use of Automation -
What You’ll Get
A Roadmap To Higher and Better Use of IBM Silverpop
Identification of High Priority action steps that can be addressed
immediately to improve IBM Silverpop performance
Immediate Action Items
A detailed 90-Day Plan for evolving your marketing automation strategy
and making your customer experience more relevant
90-Day Plan
A high-level 12-month marketing automation plan with milestones and
benchmarks
Getting Started with Big Scary Cranium
BigScaryCranium.com | Call Us! (678) 390-5325
7
Customer
Experience Analysis Management Health Check Marketing Data
Silverpop Analysis Lead Management Process Analysis Analytics Final Report
Audit Discovery
Full Marketing
Workflow
Map and analyze how current Silverpop programs interact with landing pages, content, other online marketing and
offline marketing.
Buyer’s Journey
Analysis
Analyze current state of Buyer’s Journey model and
identify relevant gaps. Recommend actions needed to
fill gaps and bring relevant detail to marketing content.
Content
Analysis
By looking at content types and messaging, we can help identify areas for more specific
messaging to more detailed target segments.
Customer Experience Analysis
Let’s Look at How Your Current Nurture Strategy
Aligns With Your Customers
Database Quality Overview
Data Augmentation Potential
Data Management Process Analysis
CRM Integration
Other Integrated Systems
We’ll spend a little time checking for the basics, i.e. Single database, list size, duplication, etc. ID gaps.
By looking at the human factors, standard processes and other factors for ongoing data handling, we can get a sense for how an increased volume of data will be sustainable for more advanced campaigns. Analysis with recommendations.
We will determine whether the current setup can accommodate additional demographic insights derived from observing and quantifying potential future behavioral interactions.
We need to get a basic familiarity of how your CRM interacts with your particular instance of Silverpop to uncover potential roadblocks or opportunities.
Examine how other external systems could affect the propensity of reaching your goals.
BigScaryCranium.com |Call Us! (678) 390-5325
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The Data “DNA” Of Your
Contacts Might Reveal
Tracking Issues or Opportunities
Progressive Profiling
Scoring Optimization
Automation Rules
Workflow Optimization
Mapping current state, identifying gaps and describing scope to achieve full behavioral visibility across not only email but all potential channels affected by the campaign if not already a reality.
Comparing current scoring system to revelations from Customer Experience analysis and determining the scope for developing an optimized system in a future state campaign.
Reveal short-term opportunities for increased contact data profile augmentation and high-level map for longer-term solution.
By taking a close look at your automation rules, we can identify opportunities for further optimization in the short term as well as what could be part of a more fully architected and optimized solution
Taking a close look at existing workflows holistically with data and Customer Experience factors will
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Lead Management Analysis
Are We Losing Out On Opportunities?
BigScaryCranium.com |Call Us! (678) 390-5325 11
By taking an “overview” look at the current-state lead management process, we often find opportunities slipping through the cracks. We can identify these gaps and provide recommendations or scope a process for optimizing lead management.
Lead Assignment Process
How well is the lead-assignment and follow-up process tied to known stages of the Buyer’s Journey or the Customer Experience as a whole? We can provide an analysis with recommendations for next-steps.
Lead Follow-Up
We’d like to see how well different departments are held responsible for timeliness, reporting on lead quality and how often disparate teams get together to optimize the internal feedback loop.
It’s important for us to at least get an overview of how your analytics environment works and
whether you are using an
We’d like to get familiar with what KPIs are most
important to your organization and how they
Overall, how do you define success and how are all these data points organized
or displayed?
External Analytics
KPI Tracking
Define Success
ANALYTICS
Final Report What We’ll Deliver
BigScaryCranium.com |Call Us! (678) 390-5325 13
Identification of High Priority
Problems:
Items that can/should be fixed
immediately
A detailed plan for suggested
90-Day initiatives to meet your goals
A high-level view of initiatives and
activities that could be addressed
over the next 12 months with
potential timing and resource needs.
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