Tips to improve your reach and
engagement using marketing
automation and triggers
markedu.pt / @markedu / @michaelleander
Audience scenarios:
What
does your funnel look like?
Action reaction
No reaction new action
Some action new action
100%
Start
90-98%
left after 1
st
action
2-10 %Draw your
What matters is
E-motion
not
Automation frees up time…
The right message
to the right person
at the right time
in the right place
using the most effective
channel
Is this message best
suited for ?
a) an existing customer
b) a non-customer
Best approach for selling
subscriptions?
Direct
Direct
approach
2
approach
3
approach
4
Etc.
Charles Tyrwhitt cross-channel
marketing automation
Customer lifecycle marketing automation
Differentiated approach addresses different needs
1
Pre Sale
2
Sale3
Past Sale Pre Departure4
Departure5
Arrival 1. destination6
Travel & experience7
Comming home8
Evaluation & Reliving9
Next Pre SaleProfiling and knowledge of where the customer is in the ”wheel”
opens up for a coordinated and relevant dialogue before,
during and after the initial sales transaction
• Transactional
• Behavioral
• Targeted
Example
Travel
SMS/Email
Insurance
Car rental
Excursions
Car rental
Recommend
to friends
Disappointed or
excited?
Who is Michael Leander?
As CEO, CMO have made
marketing mistakes consistently
for 20+ years …
… and learned from most of them
Speaker in 40+ countries
Customer lifecycle marketing
management
Judged marketing awards in 15
countries …
… great source of inspiration for
learning how marketers think & act
Board member. Consultant,
trainer, speaker, father of many,
husband to one
Automating communication can
generate impressive results
53% higher
conversion
rate
9,3% higher
sales quota
achievement
50% more
sales ready
leads at 33%
lower cost
12,2%
reduction in
marcom
overhead
70% faster
sales cycle
times
Most effective marketing channels
ignored by (most) CMO’s !
• SEO
• Email marketing
• 3
• 4
• 5
Does your
team have
the skills to
embrace
the
technical
side of
marketing?
Showstopper
Quick interactive exercise
• Describe the process of
your typical morning
• Draw the process so
that another person will
be able to understand
how to “do” your
morning
• The Devil is in the
detail!
Failing is not a problem. As
long as your organization
Your ability to create detailed process
flows is imperative to implementing
Know this:
which content to use when!
Validation:
Which questions &
concerns might
your audience have?
Triggers = quick fixes
A behavior or non-event where you can use smart marketing
automation to trigger a marketing action that will stimulate a
A few
challenges
faced by
brands and
marketers
today
“By 2020 customer
experience is expected to
surpass product and pricing
as the key business
differentiator”
Source: Forbes Insights “Customers for Life”
in association with Sitecore
Convenience
Getting and keeping anyone’s
attention is difficult these days.
Buyers have an abundance of choices
You need to “nudge” consistently to
earn the desired behavior.
No more sex on
the first date !
On average buyers engage with
more than 11 pieces of content
before making a purchase
decision
Effective marketing = Increase OTS
Opportunity to see. Find your number through
Tips related to OTS
• Where do you seed first; paid or
earned/owned?
• Soft and hard selling phases; build up
gradually
• Anything time limited usually performs
better
marketing:
Find your
best
frequency
through
testing
Decide: Is CTR really how you want to measure your success?
The old
Meet the new AIDA
A
= Attention (Awareness)
I
= Interest
D
= Desire
E
= Engagement
A
= Action
Engage me
Many
interactions
to convince &
convert
A
= Attention (Awareness)
I
= Interest
D
= Desire
E
= Engagement
A
= Action
Personalized
dialogue
Eyeballs
Engage
$
Engage Nurture Re-activateNudge to change people’s behavior
and turn intentions into actions –
Define
a
non-event
• Think about a desired action,
which could be indicative of a
customer intending a specific
behavior, but doesn’t materialize
• Then plan:
“If the action doesn’t
happen, then we do this !
Brilliant ideas are 1 in 1.000 and (very)
expensive to generate.
Execution is bread and butter for CMO’s!
Choose strong execution over brilliant ideas
Don’t count the customers you
reach – Reach those who count
Ideas on how to
approach social
media marketing
A
I
D+
L
IR
A
Attention > Interest > Desire + Like – Interaction – Recommendation - Action
Engagement
Share is good
action counts
3 big C’s:
Context, Connectivity, Content
CONNECTIVITY
Desktop Phone Tablet TVCONTEXT
CONTENT
Watching Monday night football and has his phone
Awareness TV Spot and Twitter Sponsored Tweet Ad
As a high LTV prospect, loaded into Fb
custom audience list Awareness messaging via Fb newsfeed DR remarketing mobile display ad with customized offer for Term Life
Life Insurance Key Word Re-Marketing Pool
Visits site 2 days later on his iPad, recognized as same user
Customized, responsive offer landing page: Online quote
Searches for branded generic keyword;
Attitudinal Segment A YouTube video on how to buy Life Insurance
High-LTV, incomplete quoter re-marketing
pool Personalized offer email
Personalized site landing page with offer Segment A
