Lawrence Ladomery

XXX – MARKETING AUTOMATION PROJECT DISCOVERY STARTEGY OVERVIEW: • • • • • • BUYER JOURNEY SEGMENTS & PERSONAS DATA STRATEGY CAMPAIGN FLOW, TIMINGS & TRIGGERS CONTENT STRATEGY KPIS & REPORTING· VERSION 1.0 | 8 July 2016 SEARCH EVALUATION SELECTION PURCHASE POST-PURCHASE The prospect’s solution selection process • Ops / IT managers primarily search online for vendors, but also ask their peers and rely on information gathered at events. • Part of a formal procurement process. • Ops / IT managers researches different solutions and shortlists ones to investigate more closely. • May produce a feature comparison matrix and have to put together a business case for the investment. • The project sponsor (CSuite) is interested to hear informally about solutions • Ops / IT managers investigate / demo the shortlisted solutions and report findings to the project sponsor • The project sponsor may be involved in the process • Ops / IT managers present findings, recommending a solution, and C-Suite to sign off. •• Ops Ops//ITITmanagers managersliaises liaises with withthe thevendor’s vendor’saccount account manager managerfor forpurchasing purchasing additional additionalproducts productsand and support support •• Ops Ops//ITITmanagers managerswill willneed need totoreport reporton onROI ROIfor forthe theC-CSuite Suitejustify justifythe theinvestment investment How XX can support the prospect at each step of the journey? • Advertise in the relevant channels offering content / tools useful for the Ops / IT manager in their search for the right solution. Ongoing • Highlight the USPs and value in communications. • Offer easy access to a demo • Highlight ROI in communications • Highlight the value of the on-boarding process 2 to 3 weeks The Campaign Flow covers these two phases Buyer Journey 2 to 3 weeks • Highlight account management and support in communications 1 week • Invite to subscribe to XX Expert Newsletter (thought leadership) Ongoing PERSONA: C-SUITE, THE DECISION MAKER Job Title/s: Role in the process: Context: Engagement: CMOs, CIOs, CTOs, Marketing Directors, IT Directors. Approves purchases recommended by IT / Ops managers. Pressure to compete with online pure-plays, eager to transform but the business moves slow. Prefers a higher level phone conversation followed up by email, then passes on to the IT / Ops manager for the fine details. Key Needs Solution Key Messages What are the 3 key things the customer needs? What XX product can help the customer? A one liner XX would use to help make the case. 1 Grow sales revenue and profits Mobile computers and wireless networking Increase customer spend and loyalty with the best solutions for omni-channel, location-based, and push marketing. 2 Address competitive threats from online retailers Mobile computers, wireless networking, mobile printers, and applications Get the right product to the customer, at the right price, in the smallest amount of time. Endless Aisles – easy access to finding and touching items. 3 Create and maintain a great customer experience Mobile computers, wireless networking, mobile printers, and applications Create the ideal in-store and online retail experience with seamless, integrated, and personalized customer service. Segments PERSONA: OPS & IT MANAGERS, THE PROJECT MANAGERS Job Title/s: Role in the process: Context: Engagement: 1 2 3 IT Manager, Operations Manager. Researches, recommends, buys (limited budget). Has a lot on his plate and looks for the easier option. Increased pressure to be efficient and prove value. Prefers email as well as self-service portals. Key Needs Solution Key Messages What are the 3 key things the customer needs? What XX product can help the customer? A one liner XX would use to help make the case. Meet organizational operations and IT needs Mobile computers, wireless networking, and mobile printers Equip your teams with the best solutions for omni-channel marketing, inventory management, and point-of-sale services. Streamline processes and deploy solutions to maximize productivity, efficiency, and sales Mobile computers, applications, and wireless networking Reduce out-of-stocks, streamline pricing, orders, and inventory management, and beat online retailers with in-store pickups and same-day or next-day delivery. Replace/upgrade older devices and applications Segments Upgrade your technologies and applications to survive the Microsoft phase-out and innovate for better performance and customer service. TAXONOMY: DATA FOR THE COMPLETE ‘CUSTOMER PICTURE’ Profile & Demographics Sales Engagement Behavioural & Transactional • • • • • • • • • • • • • • • • • • • • • • • • • • First Name Last Name Email Telephone Address Line 1 Address Line 2 ZIP Code State Country Organization Name Organization Size Role Type Is Influencer (Yes / No) Notes: The Organization Size should indicate budget availability and the Role Type identify the whether the contact is a decision maker or a project manager. Is Influencer relates to the contact’s social media presence. Data Strategy Enquiry (Open Ended) XX Products Interested In XX Services Interested In Existing Solution to be Replaced Projected Purchase Date Purchase Journey Phase Notes: The Enquiry field is for the prospect to describe the problem they have, and the Projected Purchase Date and Purchase Journey Phase fields help Sales understand how to engage with the prospect as well as the urgency. Web Pages Visited Content Downloaded Email Campaigns Opened Newsletter Subscriber (Yes / No) XX Product Purchase History Enquiry History Preferred Device for Communication Notes: Behavioural data is useful to ascertain what a contact is interested it and effective when used in a timely manner. Transactional data is key to retention programs and understanding the value of a customer based on past purchases. 1. RE-QUALIFICATION 2. CONVERSION 3. RETENTION To Re-qualification XX’s Expert Newsletter Stale / Cold Leads Existing leads that have not engaged within 6 months and new ‘cold’ ones are sent an email giving a brief overview of XX and inviting them to download the expert content. Reminder Not open or downloaded within 7 days. A monthly newsletter with thought leadership pieces and inviting subscribers to download expert content (if they haven’t done so already). Prospects are invited to subscribe at various points of the customer journey. The ‘hotter’ leads are pushed to Sales for a follow up three days after the download of the report. Conversion! To Re-qualification Campaigns PPC But also experimenting with other channels. Campaign Flow Landing Pages Thankyou Email Expert Content 2 x landing pages, targeting C-Suite and operations managers. Immediately, including a highly visible CTA to download the expert content. 2x reports, targeting C-Suite and Operations managers. Includes a CTA pointing to an enquiry form. Enquiry Form Sales Engagement Not enquired within 14 days. Follow Up Asks prospect how XX can help them with any immediate requirement or, if none, to subscribe to the newsletter. 1. RE-QUALIFICATION 2. CONVERSION Ongoing Up to 7 Days Stale Leads Existing leads that have not engaged within 6 months. Campaigning Leads are invited to download expert content via dedicated landing pages. Cold Leads Scraped, legacy, bought or added manually, that have never engaged with XX. Automated email is broadcast to (re) introduce XX and invite them to download expert content. Please note: Contacts can only enter this cycle once. Timings & Triggers Up to 7 Days Engagement & Enquiry Leads convert to prospects and: • • If they don’t they are reminded to do so after 7 days. Following that, they are pushed to the re-qualification cycle (if they have not been through it already once). If ‘Hot’ are followed up by Sales immediately If not, they are invited to enquire When they enquire they are added to the Sales pipeline to push through to conversion. Prospects that don’t enquire are sent a reminder after 7 days. Following that, they are pushed to the re-qualification cycle (if they have not been through it already once). Hot Prospects Based on demographic / transactional data and whether they have viewed specific website content (eg. pricing pages). 3. RETENTION Monthly Nurturing Throughout the customer journey leads and prospects are invited to subscribe to a monthly newsletter. This will feature thought leadership and invite subscribers to download expert content and engage with Sales if they have any questions. Data will drive content, offers and CTAs so that messages remain relevant to the audience. DEVELOPING RELEVANT, EFFECTIVE CONTENT Audience Considerations Key Assets Blueprint The campaign addresses two audiences - the C-Suite and Ops / IT Managers – and content for each needs to address their key needs at every touch point. The campaign relies on the Expert Content to be a strong lead magnet. This is a layout / design to use consistently across the various assets of the campaign that complements XX branding with elements suggesting engagement with a modern, streamlined and customer-centric process offering value beyond the sale. There is a third persona – the unknown contact or the ones that select a Role Type other that C-Suite or Ops / IT Managers. For this segment the Ops / IT Managers content will apply. Other considerations when developing content: • • • • The preferred device for communication The preferred day and time for opening emails The urgency relative to the prospect’s projected purchase date Whether the contact is an influencer These need to be useful tools for the audience at the Search and Selection phases of the buyer journey: C-Suite: A Case Study on how XX was able help a retailer transform its operations and achieve a strong ROI. Ops / IT Managers: A Feature Comparison Matrix spreadsheet they can use to research different solutions, with XX’s own information prepopulated. The monthly newsletter is also a key asset, and the idea is to develop a mix of useful, technical content and opinion pieces. Header: Campaign / XX branding Intro: addressing the problem Main body: Eg. An overview of XX’s solution Main CTA Contact Details Secondary CTA: newsletter subscription invite Content Strategy TWO DASHBOARDS TO MONITOR THE CAMPAIGN’S PERFORMANCE Single Campaign View Advert / Promotion Landing Page Expert Content Enquiry Form Sales Engagement • • • • • • • • • • • • • • • • Impressions Ad Clicks Conversion Rate Cost Visits Submissions Conversion Rate Downloads CTA Clicks Conversion Rate Visits Submissions Conversion Rate Campaign Model Effectiveness ROI • • • • • • • Ad Clicks Enquiry Form Submissions Conversion Rate Campaign Performance View (Aggregating key data from each campaign) KPIs & Reporting Sales Conversion Rate Revenue Cost Revenue Margin ROI