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    Edynamic (Conversion Webinar) - 20110322 - FINAL

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    Shawn Desouza
    The webinar discusses strategies for elevating customer acquisition through coordination, personalization, and leveraging digital platforms. It identifies challenges such as lack of unified messaging, integration of channels, and a common view of customers. The webinar recommends building on three pillars - coordination, multi-channel engagement, and personalization - by defining a single customer view, segmenting customers, mapping content to segments, and automating engagement across websites, email, and CRM using a unified platform.

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    Edynamic (Conversion Webinar) - 20110322 - FINAL

    Uploaded by

    Shawn Desouza
    34 views35 pages
    The webinar discusses strategies for elevating customer acquisition through coordination, personalization, and leveraging digital platforms. It identifies challenges such as lack of unified messaging, integration of channels, and a common view of customers. The webinar recommends building on three pillars - coordination, multi-channel engagement, and personalization - by defining a single customer view, segmenting customers, mapping content to segments, and automating engagement across websites, email, and CRM using a unified platform.

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    eDynamic ( Conversion Webinar )_20110322_FINAL

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    The webinar discusses strategies for elevating customer acquisition through coordination, personalization, and leveraging digital platforms. It identifies challenges such as lack of unified messaging, integration of channels, and a common view of customers. The webinar recommends building on three pillars - coordination, multi-channel engagement, and personalization - by defining a single customer view, segmenting customers, mapping content to segments, and automating engagement across websites, email, and CRM using a unified platform.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    34 views35 pages

    Edynamic (Conversion Webinar) - 20110322 - FINAL

    Uploaded by

    Shawn Desouza
    The webinar discusses strategies for elevating customer acquisition through coordination, personalization, and leveraging digital platforms. It identifies challenges such as lack of unified messaging, integration of channels, and a common view of customers. The webinar recommends building on three pillars - coordination, multi-channel engagement, and personalization - by defining a single customer view, segmenting customers, mapping content to segments, and automating engagement across websites, email, and CRM using a unified platform.

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    Attribution Non-Commercial (BY-NC)
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    of 35

    Elevating Customer Acquisition

    Webinar: March 22 2011 A Digital Solutions Firm delivering Marketing and Technology Solutions

    New York . Toronto . Phoenix . Los Angeles . London. Dubai . New Delhi

    Introductions
    eDynamic Webinar Team
    Rolf Kraus: CMS Practice Director Shawn De Souza: Demand Generation Practice Director

    About the eDynamic


    eDynamic is a digital consultancy that helps clients acquire and engage customers through cutting edge interactive solutions

    Experienced. Founded in 1999 Trusted. Diverse b i T t d Di business critical projects delivered for iti l j t d li df mid-size to Fortune 500 organizations Versatile. Experience across diverse verticals, including Financial Services, Technology, Retail, Media & Publishing, ducat o , a e a d osp ta ty, O a d a d ot e s Education, Travel and Hospitality, Oil and Gas and others Global. Locations in United States, Canada, Middle-East and India
    2

    What we will cover today


    1. Challenges with acquisition 2. 2 Coordinate to personalize 3. Leveraging digital platforms

    Challenges with acquisition


    4

    Challenges with Acquisition


    Marketers face challenges to acquire and convert customers using online channelsEngagement, Dialog and Nurturing

    1. Improving engagement: Delivering relevant experiences that keep visitors engaged with your organization 2. Maintaining digital dialog: Two-way conversations using multiple channelsweb, email and community 3. Nurturing leads: Move leads through the buying cycle to the point at which they are ready for sales 4. Delivering sales-ready leads: Developing leads that are ready to engage with the sales team
    5

    Three Pillars of Successful Acquisition


    Addressing challenges requires three pillars of online acquisition: Coordination, Multi-channel and Personalization

    Coordination

    Multi-channel

    Personalization
    6

    Roadblocks to the Three Pillars


    Building upon the Three Pillars requires us to understand the underlying gaps in the marketing approach and platforms

    1. Coordination: Lack of a unified messaging strategy 2. Multi-channel: 2 Multi channel: Lack of technical integration across messaging platforms 3. 3 Personalization: Lack of a common view of the customer

    Unified Messaging Strategy


    Delivering a consistent experience across channels requires a unified messaging strategy that provides consistency
    Engaging customers across the entire buying cycle requires multiple channels to align with expectations Challenges
    Channel platforms have siloed messageseach creating a different experience l l tf Ch Channel platforms d not do t coordinate the timing of messages

    Integrating Multiple Channels


    Best-of-breed tools alone do not solve the multi-channel challenge: Platforms must act on a common customer context c
    Getting channel platforms to see the same customer information requires significant work Challenges
    Channel platforms see customer details differently Channel platforms have different integration mechanisms Integrating channel platforms can be difficult and error prone
    9

    Common View of the Customer


    Consistent personalization across multiple channels requires that each channel has the same customer view
    Delivering personalized messages across channels to customers requires a common understanding of the customer Challenges
    Customer informationboth behavioural and profileis stored in siloed systems t d thi d t I t Integrated or third-party analytics platforms, along with the CRM platform, are typically p y disparate systems
    Coremetrics and Bloomberg BusinessWeek Report on Optimizing Online Marketing 2009

    10

    Building on the Three Pillars


    How do we remove the roadblocks that prevent us from building on the Three Pillars: Steps toward multi-channel acquisition

    1. Coordinate to personalize
    Defining the single view of the customer Interpreting the view into actionable messaging

    2. Leverage the digital platforms


    Integrate the platforms Implement the actionable messaging

    11

    Coordinate to personalize
    12

    Coordinate to Personalize
    eDynamic uses four steps to achieve multi-channel engagement that aligns with customer expectations and drives acquisition

    1. Employ a closed-loop engagement cycle


    Build the profile, analyze the profile and respond to the prospect

    2. Characterize prospect
    Properties include buying cycle state and segmentation parameters

    3. Develop content to align with the prospect expectations


    Content will speak directly to a prospect profile

    4. Automate the closed-loop prospect engagement


    Use web CMS and marketing automation platforms to automate the engagement cycle

    13

    Closed-loop Engagement Cycle


    The closed loop engagement cycle is the model used to gain customer understanding, adjust and communicate the message
    Deliver the messages and capture the reaction
    U analytics and f Use l ti d forms t to capture behavior and profile

    Understand the customer context


    Analyze the customer context

    Align the content to customer expectations


    Package the content to align with the customer context
    14

    Using Buying Cycle to Define Engagement


    Use the buying cycle to understand how, when and with what to engage prospects at each step of buying process
    Understandyour BuyingCycle Segmentyour audience Mapthe Messages Implementthe Platforms

    Understand your buying cycle


    Understand your customers mindset through the buying cycle journey

    Segment your audience


    Determine the target groups within your audience

    Map the messages


    Understand and align the messages with the segment and their objections
    15

    Implement the platforms


    Implement the multi-channel platforms

    Understand your Buying Cycle


    This is typically 5-6 stages customers pass through from the point of need recognition to a purchase decision

    16

    Segment your Audience


    Who is buying from you? Understand the distinct buying groups within your prospect population
    Understandyour BuyingCycle Segmentyour audience Mapthe Messages Implementthe Platforms

    17

    What to Consider for Segmentation


    Objective: Understand relevant segmentation attributes, define exclusive and homogeneous groups that are of substantial size
    Understand segmentation attributes
    D Demographics hi Needs Behavior Others

    Segment group guidelines


    Mutually exclusive Homogeneous Substantial
    18

    Align Content to the Segmentation


    Identify content that address customer expectations. Consider buying cycle, segmentation, pain points and motivators
    Understandyour BuyingCycle Segmentyour audience Mapthe Messages Implementthe Platforms

    19

    Creating a Content Map


    Objective: Understand prospect needs and motivations per segment per stage, walk the buying cycle like they would
    Mapping content
    Per stage in the buying cycle Per segment

    Put yourself in their shoes


    What questions would they have at this stage? What information would they need to move forward? What fear, uncertainty and doubt (FUD) must be overcome?
    20

    Summary
    1. Understand the buying cycle
    Do the standard stages apply your customer? B2B versus B2C differences

    2. Perform a segmentation exercise


    Industries Roles Pain points and motivators p

    3. Define a content map


    Identify content that addresses customer expectations
    21

    Leveraging digital platforms


    22

    Leveraging Digital Platforms


    eDynamic uses four steps to achieve multi-channel engagement that aligns with customer expectations and drives acquisition

    1. Employ a closed-loop engagement cycle


    Build the profile, analyze the profile and respond to the prospect

    2. Characterize prospects with a profile


    Properties include buying cycle state and segmentation parameters

    3. Develop content to align with the profiles


    Content will speak directly to a prospect profile

    4. Automate the closed-loop prospect engagement


    Use web CMS and marketing automation platforms to automate the engagement cycle

    23

    Leverage the Three Key Digital Platforms


    Three platforms provide Unified Engagement Platform to deliver an experience based on a common customer context

    Web CMS

    Common Customer Context

    CRM

    Marketing Automation
    24

    Automating the Engagement Cycle


    Automating the engagement cycle across the buying cycle requires context-specific content delivered at the right time

    1. Content map: Defines the content topics that address the segmentation, pain points and motivations identified 2. Develop content: Develop the dynamic content 3. 3 Profile and attribute-driven Rules: Both web CMS and marketing automation enable marketers to define rules that govern what content is displayed in a context
    25

    Technologies Working Together


    Web CMS, market automation and CRM offer a common view of the customer that drives personalization across web and email

    26

    eDynamics Unified Engagement Platform


    Delivering context-driven, multi-channel experiences across the buying cycle requires a unified engagement platform

    27

    Create your own Amazon.com


    B2B organizations can use similar mechanics to lift conversion and drive acquisition

    28

    About eDynamic
    29

    Solutions
    eDynamic provides end-to-end digital solutions focused on the customer acquisition and retention
    Digital Solutions
    Digital Strategy Interactive Services Content Management (Search, DAM, WCM, KM. Publishing systems) Mobile and Multi-device Experiences eBusiness Application Development & Integration Demand Generation CRM Intranets Business Intelligence

    Digital Application Outsourcing


    Application Maintenance Application Support t A li ti S

    Staff Augmentation Services


    Global Staff Augmentation Digital Resources

    30

    What Makes Us Unique


    eDynamic is transforming digital services by delivering a combination of best-of-breed services
    Big 5 Staff Augmentation Firms Agencies Systems Integrators Boutique Web Development shops eDynamic

    Strategy

    Digital Strategy Digital IT Strategy

    Limited

    Experience

    Digital Marketing UX Design Content Strategy

    Limited

    Limited

    Technology

    Web Content Management Enterprise Content Management eCommerce App Dev Maintenance and Support

    Limited

    31

    Engagement

    Global Delivery Model Consulting Services Staff Aug

    Questions?
    32

    Contact Us
    Rolf Kraus rolf.kraus@edynamic.net @ y Shawn De Souza shawn.desouza@edynamic.net shawn desouza@edynamic net

    http://demandgeneration.edynamic.net http://cms.edynamic.net
    33

    Thank You
    34

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