Great tips and advice from Mark Ash, CEO @Pure360 on the methodical steps you can take post COVID-19 to become a better marketer.

1. What you need to be a better marketer post-Covid
October 2020

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Our mission
‘To enable marketers to be the best they can be’
Why we exist
● Democratise access to tech
● Facilitate ambition
● Empower marketers
How we are pushing for change
● Tech is only part of it
● Be a partner, not a provider
● Market your own way
What defines us
● Strategy
● Insight
● Solution
Trusted by leading UK brands:
About Pure360
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“Being able to personalise our messages and target
specific segments with journeys is fantastic.”
James Pass, Lake District Hotels
Recognised as a
‘High Performer’
By independent software
review website G2 Crowd
Customers rate Pure360 4.5
stars out of 5 on Capterra
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3. 1. Wipe the slate clean - embrace transformation

4. Embrace transformation
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Only 14% of UK marketing campaigns are now continuing ‘as planned’ - MW/eConsultancy

5. Embrace transformation
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6. 2. Be helpful, Be genuine

7. Be genuine & helpful
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Consumers expect brands to be helpful during Covid, not overbearing.
Here are some tips for adapting your communication style...
“92% of consumers believe that brands should continue advertising throughout the outbreak and be
there for them” Kantar Media.
Do’s:
● Show Empathy
● Be creative and reactive
● Be self-aware - what value do I provide, is it
relevant, how will this make audience feel
● Ask questions. You have to be interested to
be interesting.
● Reduce choice anxiety and complexity
● Adjust AI recommendation algorithms
● Check your social skills - does this message
fit the context, are my jokes funny (anymore)
Don'ts:
● Send emails just for the sake of it
● Overly long, sanctimonious monologues
● Deliver soundbites, offer impractical advice,
or provide meaningless gestures
● Sound like a politician
● Play on people’s sympathies

8. Be genuine & helpful
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9. 3. Be agile and experimental

10. Be agile & experimental
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Source: McKinsey, Covid Recovery report
https://www.mckinsey.com/business-functions/mckinsey-digital/our-insights/the-covid-19-recovery-will-be-digital-a-plan-for-the-first-90-days

11. How to be agile & experimental
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1. Update your KPIs to reflect the new business goals
2. Map out your new customer journey
3. Throw out the old routine and start again - identify and remove items which
deliver no value. Re-iterate on a regular basis
4. Focus on where you can deliver value and impact quickly and effectively
5. Include test schedule in your BAU
6. Embrace design thinking
7. Look for opportunities to differentiate, create value and automate

12. 4. Be data driven

13. How to be more data driven
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1. Silo’s aren’t as rigid as they appear
2. Empower front-line teams with decision making authority
3. Be comfortable with incomplete data or data imperfections
4. Look for quick ways to achieve the majority of intended use cases (80/20 rule)
5. Prioritise low hanging fruits
6. Analytics has to be prioritised to enable quicker decision making
7. Look deeper into your customer behaviour

14. Be data driven
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15. 5. Be Automated & Personalised

16. Be automated & personalised
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17. Be automated & personalised

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Lead
Nurture
Welcome Browse
Abandon
Cart / Form
Abandon
Cross-sell /
Promote
Upsell /
Educate
Loyalty Renew Lapsed
Purchase
Lapsed
Engagement
Fill the gaps in your Lifecycle Automations

19. Fill the gaps in your Lifecycle Automations
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Lead
Nurture
Welcome Browse
Abandon
Cart / Form
Abandon
Cross-sell /
Promote
Upsell /
Educate
Loyalty Renew Lapsed
Purchase
Lapsed
Engagement

20. Opportunities to automate and personalise your full customer
lifecycle
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Lead
Nurture
Welcome Browse
Abandon
Cart / Form
Abandon
Cross-sell /
Promote
Upsell /
Educate
Loyalty Renew Lapsed
Purchase
Lapsed
Engagement

21. 6. Find Adaptable Partners
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