"Manos a la obra: Cómo dar grandes pasos en el marketing digital." Conoce la presentación de Will Schnabel en Digital Marketing University 2013 en Ciudad de México. Vamos a conferencias, participamos de grandes sesiones y casos de estudio. Las prácticas de los presentadores son fantásticas y los resultados impresionantes. De hecho todo lo que escuchas te da envidia. Regresas a tu oficina y sigues abrumado por tiempos de entrega de tus campañas y con todo lo que tienes que hacer sólo para estar al día. De a poco, esas posibilidades que imaginaste se convierten en un recuerdo distante y estás atrapado por tus técnicas actuales. En esta sesión te ayudaremos a determinar tus fortalezas y debilidades. Con base en tu grado de avance, te ayudaremos con prácticas sugeridas para que puedas organizarte y construir un plan que te coloque en la ruta hacia más eficiencia y mejores programas de marketing digital. Te sugeriremos checklists, estrategias y técnicas que rápidamente te hagan un héroe en tu empresa y entre tus pares.

1. Taking Action:
Making Big Progress with Digital Marketing
Will Schnabel
SVP Business Development, Silverpop
@wschnabel

2. Silverpop is…
the unified digital marketing platform
that delivers superior return on relationship
powered by the deepest insight
into the way each customer behaves.

3. 5,200+ Brands & 16,000+ Marketers
Powered by Silverpop
Financial Services
Retail
Energy & Utilities
Travel & Hospitality
Non-Profit
Food & Beverage
Media
Hardware
Business Services
Software
Entertainment
Education

5. share
listen
ask ?
1 BIG + 5-10 little
Suggestions to get the most out of today
3 Keys to Success
ponder
3 Keys
slides
notes
Tweet

6. Feeling
overloaded?
6

7. Are you
on The
“Marketing
Hamster Wheel”?
7

8. Digital Marketing Channel Explosion

9. Remember when…

10. As buyers, we all began to change
The way we communicate
The way we learn and buy
#dmu13

11. Marketing didn’t really change
we took on more and ran faster
More Channels
More Content
More Campaigns
More Messages
Declining Results

13. Message Overload

14. So customers are beginning to tune out

15. Help!

16. Buyers are looking for Personalized
Experiences
VS

17. Marketing practice
is ten years behind
marketing vision.
#dmu13

18. Behavioral Marketing.
Let me introduce you to Bob.
@wschnabel
#dmu13

19. #dmu13

20. #dmu13

21. #dmu13

22. This is “Bob”,
the owner of
“Primrose Deli”
@wschnabel
#dmu13

23. Three weird facts
1
2
Bob =
Waitrose x 5
Bob
3
Avg spend per
visit = + 30-200%
> planned
I love it
Waitrose
@wschnabel
#dmu13

24. Marketing needs to
get more like Bob
PROFIT
SIMILARITY TO BOB
@wschnabel
#dmu13

25. Today,
marketing is
un-Bobular
#dmu13

26. We’re on the way
BROADCAST
TARGETING
SEGMENTING
@wschnabel
PERSONALIZING
#dmu13

27. The Segmented
Audience Approach
Female
Homeowner
Male
30-40
Female
Homeowner
College
Educated
With kids
Female
Homeowner
College
Educated
With kids
Female
Homeowner
College
Educated
With kids
Male
30-40
Female
Homeowner
Male
30-40
Male
30-40
Female
Homeowner
College
Educated
With kids
Male
30-40
Female
Homeowner
College
Educated
With kids
Male
30-40
Male
30-40
College
Educated
With kids
#dmu13

28. Problem:
The Segmented Audience approach is failing
3%
Relevant
97%
Irrelevant
@wschnabel
#dmu13

29. Extending traditional segmentation
1
By Profile
2
3
By Preference
@wschnabel
By Now?
#dmu13

30. Shrinking
segments
@wschnabel
#dmu13

31. The goal:
segments of one
#dmu13

32. The biggest win:
by behavior
@wschnabel
#dmu13

33. Data that can be used for
Segmentation
Demographics
Age
Gender
Nearest store
Product
preferences
• Buy for self/as a
gift
• etc
•
•
•
•
Email behavior
• Opened email
• Did not open
email
• Clicked on link
in email
• Bounced
• No mailing
activity
Relational data
•
•
•
•
•
•
Purchase history
Survey results
Loyalty points
Product searches
Abandoned carts
etc
@wschnabel
Web behavior
Off-line behavior
• Cart
• Voucher
•
•
•
•
•
•
•
•
abandoned
Product
searched
Form completed
File downloaded
Video viewed
Custom event
‘Likes’
•
•
•
redemption
Store purchase
Event
attendance
Call centre
activity
Catalogue
request
etc
#dmu13

34. Noise
@wschnabel
#dmu13

35. Insight = Gold
#dmu13

36. Getting on the road to
behavioral marketing
@wschnabel
#dmu13

37. A really simple idea
Capture
action
Apply rules
@wschnabel
Generate
the best,
interaction
#dmu13

38. A really simple idea,
refined
Capture
behavior
Combine
with existing
knowledge
Apply rules
@wschnabel
Generate
Measure
the best, most
personalized
series of
interactions
#dmu13

39. A really simple idea,
refined and turbo-charged
Capture
behavior
from any
channel
Combine
Apply rules
with existing
knowledge
from profiles,
preferences
and past
actions across
all channels
@wschnabel
Generate
the best, most
personalized
series of
interactions
Measure
and store
learning to
inform rules
And most
relevant track
across all
channels
#dmu13

40. That’s what
Bob does
#dmu13

41. The 5 big questions
1
Which
behaviors
matter most?
2
How do we
capture and
learn from
them?
3
4
5
How do we
How to
How do we
turn this insight do it at scale? do it across
into action?
all channels?
@wschnabel
#dmu13

42. Which
behaviors
matter most?
1
#dmu13

43. Which behaviors to track?
Demographics
•
•
•
•
•
•
Age
Gender
Nearest store
Product preferences
Buy for self/as a gift
etc
Email behavior
• Opened email
• Did not open email
• Clicked on link
in email
• Bounced
• No mailing activity
Relational data
•
•
•
•
•
•
Purchase history
Survey results
Loyalty points
Product searches
Abandoned carts
etc
@wschnabel
Web behavior
•
•
•
•
•
•
•
Cart abandoned
Product searched
Form completed
File downloaded
Video viewed
Custom event
‘Likes’
Off-line behavior
•
•
•
•
•
•
Voucher redemption
Store purchase
Event attendance
Call centre activity
Catalogue request
etc
#dmu13

44. How do
you capture
and learn?
2
#dmu13

45. LOCATION
EMAIL
BRICKS &
MORTAR POS
WEBSITE
CRM
SOCIAL
BEHAVIORAL
DATABASE
#dmu13

46. Single Identity
The marketing database must establish a single view of a
customer across platforms and devices
@wschnabel
#dmu13

47. How to turn
insight into
action?
3
#dmu13

48. Rules
Analysis
@wschnabel
Scoring
Triggers
#dmu13

49. How to
do it at scale?
4
#dmu13

50. The right platform
Email
High volume sends
Rapid throughput
Deliverability services
Marketing
Automation
Web tracking
Contact scoring
Contact nurture programmes
Automated behavioural routing
Alerts
#dmu13

51. @wschnabel
#dmu13

52. How do
we do it across
all channels?
5
#dmu13

53. Input channels –
Interactions
Output Channels –
Communications
Silverpop Input Channels
Email
Email
Web site
Social
Web site
SMS
Location
SMS
Social
External Input Channels
Direct Mail
Web store
Store EPOS
Call
Call centre
Mail order
#dmu13

54. @wschnabel
#dmu13

55. Getting there
from here
@wschnabel
#dmu13

56. Transforming the Customer Experience
1. Vision
3. Technology
2. Data

57. 1. Vision
Understanding What’s Possible

58. Executive Vision
Your executives must have a vision for how things
are changing and what is possible with the new
marketing technologies
Get an outside briefing if you need it!
58

59. Marketing Organizational/Operational Silos
Email
Website
Data
Warehouse
Analytics
DW
Content/
Offers
59

60. Holistic Leverage
IT
Product
Email
Content
Support
Analytics
Data
Transforms
The
Customer
Experience
Website
Finance
60

61. 2. Data
The Best ‘Actionable Database’ will win
the hearts and mind of the prospects/customers/consumers

62. Is your marketing database a bunch of
(static) contact lists?

63. 63

64. The Silverpop Marketing Database
Behavioral Data
Master Database
Contact Lists
Website
Activity
Weather
Forecast
CRM
Support
Calls
Purchase
History
Product
Catalog
Maintenance
Contracts
64
Relational
Tables

65. You Need A 'Beyond-Email' Database
Old Profile
Email Key
Name:
Email:
Bryan Brown
bbrown@silverpop
New Profile
Flexible Keys
Name: Bryan Brown
Email: bryan@silverpop
Social: @getvision
Web: cookie {GUID}
CRM:
TT66E78YEB654
Apps:
App {GUID}
SMS:
222.222.2222
Devices: iPhone, Laptop
..and they all start as anonymous visitors

66. Database Action Plan
Executive Education & Commitment - Vision
Turn on Web Identity Tracking
Merge Contact Lists into Master Database
Append Additional Data if needed
Collect profile data via webforms/social connections
Integrate CRM if needed
Tie to External Data
66

67. 3. Technology
Managing Individual Data
Marketing at Scale

68. By 2015, CMOs will buy more
technology than CIOs.
Source: 2011 MLC Customer Purchase Research Survey; Marketing Leadership Council research

69. What Tools are in your Tool Kit?
Email
Segmentation
Personalization
Landing
Pages
Automation
Webforms
Scoring
Progressive
Profiling
Alerts &
Routing
Web
Location
Tracking
Marketing
Integrations
Centralized Database
Reporting

70. The Problem With Typical Marketing
Technology Infrastructure
Marketing Database
De-centralized (Email Lists, CRM, Internal)
Marketing Applications
Silo’ed systems – Disconnected
Marketing Analytics
Aggregate / Anonymous - not actionable
Doesn’t allow for
Marketing to the
individual

71. Behavioral Marketing Automation
Individuals
Total Relationship
Behaviors
actions | Intent | Interests
Actionable Campaigns
Campaigns of One
Real Time
Buyer Driven – Not Marketing

72. You Need New Rules
Email Behaviors
Opens, Clicks, Sent or not
sent, in any given time
window.
Web Analytics Integration
WA data feed – search,
shopping cart, page level
3
Relational Data
Ecommerce, Purchase Data…
Social Feed
Mention, Follow, RT in given
time window
4
5
Silverpop Native Web Feed
Site visits, page visits, Custom
web behaviors
72
1
2

73. You Need To Get Automated
3
1
1
2
2
3
4
4
Communication Steps
Marketers can visual build the content and cadence for
the automated campaign including Email, Direct Mail,
Tele-Sales, and Lead Routes
Decision Diamonds
Easily add business criteria to determine when and
which path each individual will move down.
Advanced Processing (global, track, step)
Extensive capabilities drive real-time interactions and
external systems - Filter, route, update, Sync with
CRM, add to CRM campaign, or End Track contacts
Hyper Individualized Content
Dynamic content, Relational Table content, Behavioral
Content, Real Time Content and Send Time
Optimization

74. Truly Individualized Email Messaging
1
1
Subject Line Personalization
First name personalization
Personalized Content
Name and contact info for each customer’s personal rep
2
6
Dynamic Subject Lines
3
Individualized Content Lists
4
7
2
E-commerce-driven Personalization
5
6
3
1
7
4
8
5
8
The subject line changes based on the type and
duration of club membership
For any customer who has purchased two or more
items in the last 90 days, list each purchase
with review links
Display totals and other engaging content to drive
follow-on purchases.
Website-driven Content
Directly track each customer’s web activity and prompt
them to visit new areas of the site.
Send Time Optimization
The message arrives in each individual’s inbox at
precisely the time that individual is most likely to check
email.
Data-driven Dynamic Image
Image is selected based on demographic and profile info
Score-driven Dynamic Offer
Discounts/prices vary by social influence and time since
last purchase

75. Individualized Web Experience
1
2
Date-based Content
3
Lifecycle Content
4
Customized Offers
6
5
Behavioral Score or Rank based Content
5
3 days left
 Sign up
Demographic Dynamic Content – Speak to your buyer
based on what they have told you – Industry, job role…
6
Program / Campaign level Content
2
1
3
4
ROI Calculator
Display renewal dates, bill due, Trial expirations…
Display content that is relevant to the stage of the
relationship – Welcome, Re-Activation, Existing
Customer, Prospect, Active Buyer…
Display customized offers based on each individual…
Display customized offers based on each individual
score. For example contacts with an engagement score
> 100 see a sneak peak invitation…
Display content that matches the messaging of a
marketing campaign the person is currently in.
Special Invitation
75

76. Shift To Individualized Campaigns
Automation
Manual
Query
Large Audience
Profile Data
Relational Data
Query/Rule
Large Audience
Listening for Live Behaviors
Behavioral Data
Click Send
Individual Messaging
Email
Mobile
Web Content

77. Get Organized- Action Plan
List & Organize all your email initiatives:
• Promotional
• Transactional
• Lifecycle
Identify automation program candidates
Leverage the whole organization
77

78. Email Channel
Promotional
Build your
Automation
Game Plan
Transactional
Lifecycle

79. Email Channel
Promotional
Transactional
Lifecycle
Newsletters
Order Confirmation
SmartPaks
Welcome
Offers
24 triggered and
transactional
programs in place,
~50 unique
automated
mailings/day
Order Shipment
Confirmation
Order Delivered
Confirmation
Delivery
Confirmation
Password Recovery
Order Reminder
Abandoned Cart
SmartPaks Up-sell
Post Purchase
Review
Consumable
Replenishment
Credit Card Failure
Notification
SmartPaks Cancel
Confirmation
Browse Behavior
Returns Notification
ColiCare
+ 8 More

80. Sends vs. Revenue

81. B2B Digital
Marketing Channel
Promotional Emails
Transactional Emails
Lifecycle Emails
Newsletters
Forgot Password
Welcome
Offers
PDF Download
Nurture
Event Registration
Recycle
Video Watched
Event Marketing
(Template)
Blog RSS
Trial to Purchase
Browse Abandon
Onboarding
Score-based Routing
Upsell/Add-ons
Client/Prospect
Online
Inactives Reactivation

82. Get Automated Action Plan
Decide on Automation Candidates
Decide on Goals of Program
Develop Program Entry Rules
Develop Content
Hand Draw Program Logic
Develop small database to test
Automation Scenarios
Launch!

83. Automate something!
•
•
•
•
•
•
•
•
•
•
1. Welcome/Onboarding
2. Browse Abandonment
3. Cart Abandonment
4. Recommendation
5. Product Review Request
6. Happy Birthday
7. Replenishment/Re-order
8. Cross Sell
9. Purchase Anniversary
10. Re-engagement
@wschnabel
#dmu13

84. Unleashing the Power of Behavioral Marketing
The Power of Behavioral Marketing Automation

85. Behavior Marketing Automation
In Action
Ameretruffle.com

87. 1st Visit
2nd Visit

88. 1st Visit
{Chocolate}
{Chocolate} + {Salty Snack}
2nd Visit

89. Marketing Database
Name
Email
Chocolate
Will Schnabel wschnabel@gmail.com Dark
Recipe Form
Social
@wschnabel
Join Club
Social Sign In

90. Welcome “Hello” - Automated Program
Email with DC

91. Name
Email
Chocolate
Will Schnabel wschnabel@gmail.com Dark
Social
@wschnabel
Behaviors
Visited Site
Visited Site
Mobile
Facebook
- Answered Question (Dark)
- Downloaded Recipe (Dark Chocolate Brownies)
- Answered Question (Peanuts)
- Looked at Recipes
- Open Welcome Email
- Visit Site
- Join Contest

92. Individualized Email
DC {Dark}
DC {White}

93. Individualized Cross Device & Platform

94. Will
Schnabel
wschnabel@gmail.com
121 Regents St
London
NW1 8XL
Chocolate and
Peanut Butter Swirl
Individualize
on
Facebook

95. Back to Bob
#dmu13

96. Digital Marketing Success
1. Get executive commitment to
personalize marketing
2. Build a master marketing
database
3. Automate using a marketing
automation platform
4. Become a digital marketing
champion
96

97. @wschnabel
#dmu13

98. Questions?
@wschnabel
wschnabel@silverpop.com
#dmu13

99. Thank You