Multichannel Marketing in a B2B ecommerce World.

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Multichannel

Marketing in a B2B

eCommerce World

Skip Fidura

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Slide 2 @skipfidura @dotmailer

Hype

“Big data driven hyper-personalized

omni-channel contextual customer

experiences delivered by cloud based

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Reality

“Blah blah driven blah-blah blah-blah blah

customer blah delivered by blah blah blah

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Hype

“Big data driven hyper-personalized

omni-channel contextual customer

experiences delivered by cloud based

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Multichannel Marketing is

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Hype

“Big data driven hyper-personalized

omni-channel contextual customer

experiences delivered by cloud based

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Back to the Future

…omni-channel customer experiences…

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Back to the Future

Right Message and Right Channel

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Back to the Future

Big data driven hyper-personalized …

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Big data driven hyper-personalized …

Right Person

…marketing automation… Right Time

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Five steps to build your multichannel strategy

1. Identify which channels you are already using

2. Review the strengths and weaknesses of each channel 3. Decide where you should start – focus your time and

resources

4. Put a plan in place to get started

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1. What channels are you currently

using?

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Let’s take a look at a multichannel case study

• Facebook

• Twitter • Yelp!

• Marketing Email • Transactional Email • Mobile App

• SMS

• POS • In-store • Call center

• Loyalty Program • SEO

• Website

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2. Review the strengths and weaknesses

of each channel

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OK let’s start with a 2X2 matrix

Control Marketing Department has

Low High

R ev enue P ot ent ial Low H ig h INVEST ORGANIZATIONAL CHANGE OR IGNORE

IMPROVE REVENUE OR KILL KILL OR IGNORE

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2X2 Matrix

Low High

R ev enue P ot ent ial Low H ig h Facebook Transactional Email POS SEO Twitter Yelp! Mobile App In-Store Call Center Loyalty Program Website Ecommerce Site Marketing Email SMS

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Questions us marketers have to ask ourselves

1. What business problem are we trying to solve?

2. What does success look like? 3. What does failure look like?

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2X2 Matrix

Low High

R ev enue P ot ent ial Low H ig h Facebook Transactional Email POS SEO Twitter Yelp! Mobile App In-Store Call Center Loyalty Program Website Ecommerce Site Marketing Email SMS

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2X2 Matrix

Low High

R ev enue P ot ent ial Low H ig h Facebook Transactional Email POS SEO Twitter Yelp! Mobile App In-Store Call Centre Loyalty Program Website Ecommerce Site Marketing Email SMS

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Imagine your customer is standing right in front of

you…

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Human conversations at scale

• Automation

– Date Triggers – Renewals, Contract End – Event Triggers – Purchases, Downloads,

– Behavioral Triggers – Opens, Clicks, Dwell Time

• But also…

– Personalization – Dynamic Content

– Scheduled Campaigns – Remail

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2X2 Matrix

Low High

R ev enue P ot ent ial Low H ig h Facebook Transactional Email POS SEO Twitter Yelp! Mobile App In-Store Call Centre Loyalty Program Website Ecommerce Site Marketing Email SMS

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Next Possible Actions

• Treat loyalty customers differently in the email program

– Include their points balance in the email – Loyalty program header

– Loyalty program CTA for non-loyalty members

• Integrate Facebook with email program

– Email sign-up on Facebook page – Facebook custom audiences

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5. Measurement: Test & learn vs

attribution modelling

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We all love a definition

“Attribution Modelling is the science of determining the value of

each customer touchpoint leading to a conversion. It helps you

understand the customer journey and justify your marketing

spend

.”

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So should I be doing attribution modelling?

• Holistic view of the impact of your marketing activities on revenue

• Fosters more unified strategy • Better utilization of budget

BUT

• Models built from ground up can become very complex • Can become costly to develop

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I just want it to be simple

1. Last click attribution

– Assigning ALL revenue to the last channel touched by the customer or prospect before sale/purchase

– PRO: Easy to track

– CON: Doesn’t allow credit where credit is due

2. Test and learn

– Try something out: if it works, do more. If it doesn’t, stop! – Test only 1 thing at a time – can be very labor intensive

3. Customer value analysis

– Top down view: rather than looking at contribution of each channel to a sale, you look at your existing customers and how they interact with each channel over time

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Five steps to build your multichannel strategy

1. Identify what channels you are already using

2. Review the strengths and weaknesses of each channel 3. Decide where you should start – focus your time and

resources

4. Put a plan in place to get started

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Questions?

Skip Fidura

Festival of Marketing 2015 @skipfidura @dotmailer