Laura Creamer

EMEA Relationship Manager

@LKC_MktgBoff

Thriving in Today's Customer-Driven World

STOPmarketing blind.

Marketing practiceis ten years behindmarketing vision.

We’re held back by…

Tactics Technology Touch

Today’s customer wants:

Relevant Information

Mom & Pop Experience

Connection to the Brand

This is Bob.He owns a local shop.

Bob’s customers…

They reallylove Bob

1

Spend 5x more with Bob

Spend 30-200% more with Bob than planned

2 3

Grocery StoreBob

Why?

everythingabout his customers.

Bob knows

S I M I L A R I T Y T O B O B

P R O F I T

… the more you will sell.

The more Bob-like your marketing gets…

But today, marketing is totally

un-Bobular.

Typical Marketer Bob

Hello potential customer.We sell sandwiches.

White or wheat?

Hey Dave! How’d you like that BLT last time?

You should try our special!

Bob Traditional Marketer

It’s challenging,marketing like Bob.

Typical Marketer Bob

Bob only has100 customers.

…but you have millions!

How do we talk toeach customer

individually?

(like Bob)

We’re getting more Bobular…

B R O A D C A S T T A R G E T I N G S E G M E N T I N G P E R S O N A L I Z I N G

We’re segmenting our audiences.

Male30-40

Male30-40

Male30-40

Male30-40

Male30-40

Male30-40

Male30-40

FemaleHomeowner

FemaleHomeowner

FemaleHomeowner

FemaleHomeowner

FemaleHomeowner

FemaleHomeowner

FemaleHomeowner

College EducatedWith kids

College EducatedWith kids

College EducatedWith kids

College EducatedWith kids

College EducatedWith kids

College EducatedWith kids

We’resegmenting intobuckets.

But we need to make them smaller…

Until they aresegments of one.

That’s how we get toBobular.

Use individual infoabout each customer

to have more intelligent,relevant interactions.

How?

BehavioralMarketing

Automation

Behavior Automation Real-Time

Behavioral Marketing:use what you know

about your customerto better meet their needs.

It’s about usingBehavior to drive

messaging cadence.

It’s about talking toeach customer

as an individual.

And at our core,Silverpop is

Behavioral Marketing.

Silverpop Marketing Platform

We segment our data by…

1

By Profile

2

By Preference

But the best way isby behavior.

It isn’t about Big Data …but rather actionable

data about each individual customer.

And this actionable behavior-based data is

everywhere.

Likely more than 50 different behaviors…

no purchase

purchased

attended webinar

downloaded white paper

used rewards points

requested a demo

browse abandoned

contacted sales rep

larg

e p

urc

has

e

crea

ted

tri

al a

cco

un

t

add

ed t

o w

ish

list

lap

sed

cu

sto

mer

visited websiteregistered

called call centerdownloaded white paper

responded to promotional text

returned a productclicked email

visited store

re-p

urc

has

ed

cust

om

er a

dvo

cate

freemium user

signed up for text alertsadded to shopping cart

used mobile appbrowsed website

op

ted

-in

re-p

urc

has

ed

registered

But this requires ashift in thinking …

You can start simple:

Welcome Nurture Cart Abandonment

NoiseRise above the

Tweet-worthy: #DMU14

That’s what Bob does.

To be like Bob, you must answer

BIGQUESTIONS

1

Whichbehaviors

matter most?

Off-lineBehavior

RelationalData

EmailBehavior

Web Behavior

Demographics

Off-lineBehavior

RelationalData

EmailBehavior

Web Behavior

Demographics Behaviorsthat help moveyour customer

forward

How do youcapture and learn?

2

SOCIAL

EMAIL

BRICKS & MORTAR POS

B E H A V I O R A L D A T A B A S E

WEBSITE

MOBILE APP

CRM

How do youturn insight into

action?

3

Rules AutomationSmart

ContentScoring

And focusing on what the customer wants to buy,

not just what we want to sell.

4

How do youdo it at scale?

Traditional Marketing Behavioral Marketing

It’s all about “the plan” It’s all about the customer

Tweet-worthy: #DMU14

It’s not B2B or B2C… It’s B2P!

5

How do youdo it across

allchannels?

Single Identity

$$$

JANE“the sandwich

enthusiast”

Recap: the five big questions:

1

Which behaviors matter most?

How do you capture and learn from them?

2

How do you turn this insight into action?

3

How do you do it at scale?

4

How do youapply it across all channels?

5

That’sBehavioral Marketing

and it looks a lot like Bob.

How do you get there from here?

Silverpop clients areBobular.

Silverpop is a digital marketing software company focused on helping

marketers transform the customer experience — increasing engagement

and driving revenue.

Silverpop can help you realize your marketing vision

EMAILDeliver individualized

messaging throughout every step in the

customer lifecycle

WEBCreate a

personalized content experience for each

website visitor

MOBILEGive customers highly relevant interactions –in store, in app, and on

the go

SYSTEMSConnect data,

distribute insights, and automate interactions

across all of your marketing technology