This document discusses how analyzing customer behavior and profiles can help shape a company's marketing strategy. It contains details about an upcoming webinar on behavioral analytics, including presentations from speakers from IBM, Zignal Labs, Social Media Today, and BuzzSumo. The webinar will cover topics like understanding audiences, creating buyer personas, tracking content engagement, and using analytics to improve the customer experience across channels.

1. Behavioral Analytics: How
Your Customers’ Behaviors
and Profiles Can Shape Your
Marketing Strategy
#SMTLive

2. #SMTLive
Join the Conversation…
Follow along and share
your thoughts on
Twitter at #SMTLive
Submit your
questions in the
GoToWebinar
control panel

3. #SMTLive
Our Speakers
Ken Bonifay. As a Regional Sales Manager within IBM’s Customer Engagement Solutions Group, Ken Bonifay spends most
days deep in the trenches working with customers. Prior to acquisition, he was instrumental in introducing Silverpop’s
behavioral marketing automation platform to marketing practitioners up and down the east coast. In his broader role at
IBM, Ken helps companies improve their marketing efforts by incorporating customer analytics and experience
management into their engagement strategy. @KenBonifay
Tim Hayden is the VP of Marketing at Zignal Labs. Tim Hayden has more than 15 years experience in leading high growth
technology firms, marketing agencies and business strategies for many Fortune 50 brands. Before Zignal Labs, he led
marketing technology and process improvement programs for clients of TTH Strategy, a consultancy Tim founded.
@TheTimHayden
Robin Carey. In 2007, Robin Carey founded Social Media Today, LLC, one of the first companies to manage online B2B
communities that connect large organizations with people they want to influence. As traditional media went digital, and the
internet went social, Robin was one of the first to realize that the emerging social media platforms offered huge promise to
corporations seeking to interact directly with, and learn from, their customers, their employees, and experts. @RobinCarey
Steve Rayson is the Director & Co-owner of BuzzSumo. Steve's passions are marketing, learning and technology. He is
particularly interested in data driven marketing and the role of social media in content discovery and amplification. Steve
spends many of his days analyzing data to discover and share insights into successful content and why it was amplified.
@SteveRayson

4. PAGE 4
WE ARE ONLY HUMAN
THINK FEEL DO

5. PAGE 5
WE ARE ONLY HUMAN
THINK FEEL DO

6. PAGE 6
WEARE ONLY HUMAN
• Acquisitiveness
• Rivalry
• Vanity
• The Love of Power
According to Bertrand Russell…our four infinite desires:

7. PAGE 7
WHAT WE THINK…TRAVELS FAST

8. PAGE 8
MAPPING THEIR JOURNEY

9. PAGE 9
AND, WE MARKET!

10. PAGE 10
MANY DESIRES, RIGHT PLACE, RIGHT TIME

11. #SMTLive
Good Content Marketing is…
Creating & distributing valuable,
relevant, timely and consistent
content to build an audience.

12. #SMTLive
You need data not hunches and Hippos

13. #SMTLive
What content is resonating with your audience
today, right now?
What is driving their engagement, passion,
shares and comments?

14. #SMTLive
Will your
audience like
your content?

15. #SMTLive
Make sure they will: Research the
content your audience loves
What do they
share?
What do they
find helpful?

16. #SMTLive
What are the posts they are sharing?

17. #SMTLive
Use Buyer Personas
Job Title What are their
goals?
Where do they
hang out?
What keeps
them awake?
How can we
help them?
Head of
management
development
To build personal
reputation
Show ROI of
solutions
Deliver on
leadership
training goals for
internal
customers
To create a
greater impact
What do they
read?
What shows do
they attend?
What groups do
they join?
Who do they
admire and
respect?
Who do they
follow?
How to use new
technologies in
learning
How to engage
senior leaders
How to prove
value of learning
What answers
do we have to
these
problems?
We can help
by…

18. #SMTLive
Understanding Your Audience Gives
You A Competitive Edge
By knowing what content matters to your audience and
tracking content you can:
– create content around the stories and issues that
matter most to your audience
– drive engagement and sharing
– be the first to share viral content
– the first to comment and share viewpoints
In short, create a deeper level of engagement and credibility.

19. of companies say they
have or are close to
having a holistic view
of their customers
of consumers say
their favorite retailer
understands them
Source: The Consumer Conversation – eConsultancy Report

20. #SMTLive
Today’s consumer is empowered and demanding
71%
of smartphone users
compare prices in stores1
58%
are more price conscious
today than they were a
year ago2
43%
increase in mobile sales
on Black Friday 2013
versus 20123
92%
of consumers trust earned
media above all other
forms of advertising6
70%
of a business-to-business
(B2B) purchase decision is
made before a sales
representative is
contacted5
6.8B
mobile phone subscribers
across the globe in 20134

21. #SMTLive
Create a single identity to enable a consistent customer experience
Events SMS Mobile Blogs CRM Location Communities
Push Facebook Twitter Wearables Retail Email Devices+
SMS

22. #SMTLive
• Industry-unique analytics for
increasing customer value.
Advance customers quickly from
one milestone to the next
• Analysis across multiple
sessions. Use cross-session
funnel analysis to understand
which milestones most influence
repeat visit behavior over time
• Discover. Pinpoint key customer
touchpoints that drive milestone
progression
• Marketing Automation. Re-
target active visitors with
automated, tailored email
• Trending. Gain insight into time-
to-reach milestones for better
programmatic planning
22
Improve lifetime value by targeting each
individual based on where they are in
the customer journey.
Digital Analytics: customer milestone reporting that gives marketers
more effective tools to cultivate high-value customers

23. Feature Highlights
Visualize the entire customer
journey, as individuals and
segments, across channels
Pinpoint improvements that
drive acquisition, revenue and
loyalty
Get immediate insight into the
sequence of activities
customers are actually
engaging in across time,
channels and devices
Provide a common view of the
customer for your commerce,
marketing and service teams,
and embed these insights into
the applications they use to
engage the customers
Journey Analytics
Understand the what, why and how of my customers’ behaviors
Expected early 2016 go live

24. #SMTLive
Join the Conversation…
Follow along and share
your thoughts on
Twitter at #SMTLive
Submit your
questions in the
GoToWebinar
control panel

25. #SMTLive
Our Speakers
Ken Bonifay. As a Regional Sales Manager within IBM’s Customer Engagement Solutions Group, Ken Bonifay spends most
days deep in the trenches working with customers. Prior to acquisition, he was instrumental in introducing Silverpop’s
behavioral marketing automation platform to marketing practitioners up and down the east coast. In his broader role at
IBM, Ken helps companies improve their marketing efforts by incorporating customer analytics and experience
management into their engagement strategy. @KenBonifay
Tim Hayden is the VP of Marketing at Zignal Labs. Tim Hayden has more than 15 years experience in leading high growth
technology firms, marketing agencies and business strategies for many Fortune 50 brands. Before Zignal Labs, he led
marketing technology and process improvement programs for clients of TTH Strategy, a consultancy Tim founded.
@TheTimHayden
Robin Carey. In 2007, Robin Carey founded Social Media Today, LLC, one of the first companies to manage online B2B
communities that connect large organizations with people they want to influence. As traditional media went digital, and the
internet went social, Robin was one of the first to realize that the emerging social media platforms offered huge promise to
corporations seeking to interact directly with, and learn from, their customers, their employees, and experts. @RobinCarey
Steve Rayson is the Director & Co-owner of BuzzSumo. Steve's passions are marketing, learning and technology. He is
particularly interested in data driven marketing and the role of social media in content discovery and amplification. Steve
spends many of his days analyzing data to discover and share insights into successful content and why it was amplified.
@SteveRayson

26. #SMTLive
Upcoming Webinar
November 10th:
2016 Trends for Influencer Marketing