Webinar: with Daniel Burstein. and JR Hopwood. Join the Conversation #Purpose-Webinar. Director of Editorial Content, MarketingSherpa

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1 Webinar: with Daniel Burstein Director of Editorial Content, MarketingSherpa and JR Hopwood Vice President of Digital Strategy, Bridgeline presented by: Join the Conversation #Purpose-Webinar

2 Please engage with this presentation We LOVE feedback Open the Questions pane and share your thoughts.

3 What s your best performing digital communication tactic? Use Or in GotoWebinar Chat.

4 About Marketing Sherpa

5 What We Know: Customers Expect TRULY Personal Experience! 85% 85% of customers would no longer buy from an organization that failed to take account of their preferences and purchasing history. Source: Impact of having an effective Single Customer View on consumer behaviour, (Infographic), Experian Marketing Services, 2012.

6 ?

7 About Bridgeline: Digital Strategy User-Centered Design Web Application Development Systems Integration Search Engine Optimization Managed Hosting Services

9 Challenge: Getting the right content to the right people

10 How To: Get fresh, high-quality content Identify segmented content for immediate engagement Build content around Value Proposition for each persona Create content around Value Proposition for becoming a customer Continue the conversation Tip: Organize to ensure the database is targeted and content is balanced across different personas. Source: Byron O Dell, Sr. Director, Demand Management, IHS; MarketingSherpa Summit 2014

11 How To: Get fresh, high-quality content Identify segmented content for immediate engagement Build content around Value Proposition for each persona Create content around Value Proposition for becoming a customer Continue the conversation Source: Byron O Dell, Sr. Director, Demand Management, IHS; MarketingSherpa Summit 2014 Tip: Content takes much longer to build than technology for a multitouch nurturing program.

12 How To: Get fresh, high-quality content Identify segmented content for immediate engagement Build content around Value Proposition for each persona Create content around Value Proposition for becoming a customer Continue the conversation Source: Byron O Dell, Sr. Director, Demand Management, IHS; MarketingSherpa Summit 2014

13 Best Practices for Personalized How to Effectively Implement Automated ers.

Uses for Automated Emailers: Most common uses Least common uses 13% 11% 54% 63% WELCOME THANK YOU TRIGGERED

14 Uses for Automated ers: Most common uses Least common uses 13% 11% 54% 63% WELCOME THANK YOU TRIGGERED BASED ON WEBSITE BEHAVIOR SHOPPING CART ABANDONED Source: 2011 MarketingSherpa Marketing Benchmark Report

Here s the problem Triggered emails can: Come off the wrong way if they aren t carefully executed An emailer should be

15 Here s the problem Triggered s can: Come off the wrong way if they aren t carefully executed An er should be written by people, to people. Marketers should stay professional but maintain a friendly tone. Become outdated or inaccurate.

16 How Triggered s Should Work: Triggered s should focus on the benefits of your conversion goals for the viewer. Visit Action Reactio n

17 Best Practices for Website Segmentation Rules for using visitors cookies for marketing purposes.

Most companies have a 60-80% confidence level

Source: Brittany Long, "Customer Relevance: 3

18 Most companies have a 60-80% confidence level which also means a 20-40% margin for error. Segmentation can not distinguish between users or personality types. Source: Brittany Long, "Customer Relevance: 3 golden rules for cookie-based Web segmentation," MarketingSherpa Blog

19 Provide users with information that is relevant and meets user needs. Too much knowledge about the user can scare them away.

20 Research should be done to figure out what to say to customers and how to say it.

21 The Anatomy of Remarketing Persuasive Content Product Upsells

23 This is Mark E. Tier Marketing Manager IT Hiring Group Goal: Leads and customers for IT hiring services

24 Lead graveyard. A stellar whitepaper (Tech Hiring Dos and Don ts). Lots of interest. Conversion!

25 Avoid the lead graveyard. Pros & Cons: Working With a Hiring Firm DAY 1Download Whitepaper DAY 4 blog post. Success! Lead Contacted. Re-Visit: Sample IT Resources. DAY 2 Supporting Asset. Visits site. Site promotion: Special Report. Weekly Thought Leadership Expected Tech Salaries 3 rd -Party Report: Tech Hiring Best Practices

26 Dynamic, segmented messaging. What is Persuasive Content?

27 And it doesn t stop at B2B. This is Ret Ailer Director of Marketing Acme Widgets Goal: Repeat Widget Buyers

28 Initial Visit: Dynamic messaging based on navigation Product Added to Cart Site Exit

29 Remarketing Efforts: 1 Hour: Abandon Cart Coupon & Last Chance Display Ads Social Media Ads

30 Visitor Returns: Completes a Purchase 1 Hour: Confirmation 1 Day: Shipping Info & Upsell 3 Days: Usage Guide & Useful Products

31 Ongoing communication with the customer: Dynamic Messaging Based on Purchase Related Content Best Way to Use Your Widget Dos and Don ts of Widgets How Customer X Used Widgets Re-Fill Purchases Weekly

32 ü Identify primary segments ü Identify primary scenarios for each segment ü Create digital touchpoint plan ü Setup dynamic, persuasive content ü Watch, learn and change

34 Thank You! Let s keep

The Four Biggest Mistakes B2B Companies Make With Their Website That Drives Visitors Away To The Competition And How To Keep Them From Leaving.

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