20 YEARS OF EMPOWERING USERS OF MARKETING AUTOMATION PLATFORM - Jonathan Wuurman I ACTITO Digital First 2018
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
20 YEARS OF EMPOWERING
USERS OF MARKETING
AUTOMATION PLATFORM
Jonathan Wuurman I ACTITO
Digital First 2018
www.actito.com
! My name is Jonathan Wuurman
I’ve been " marketing automation for nearly 10 years
My Job?
Helping marketers build customer journeys by
showing that technology empowers them to provide
outstanding experiences to their clients
@Jonwuu /jonathanwuurman/
jonathan.wuurman@actito.com
www.actito.com
Company presentation
Software & Services
Already GDPR
Expert
compliant
Over 17 years of
experience
Belgian company
Serving over 200 clients
in Europe
2 M€ / year in R&D
Team in Belgium, France,
Canada and the Netherlands
20% growth / year Team of nearly 100 people
www.actito.com
Our value proposition
« We help marketeers to identify business opportunities
during the customer lifecycle through the right mix of marketing
strategies and marketing automation technology »
Software as a Service Technology made for marketers Customer Centric approach
from easy to complex scope
www.actito.com
Ready Set Go
• Questions highly welcome at Booth 23
• We also have a few goodies for you
• We send the presentation if you drop us
your email
• And don’t worry no spam just the presentation
www.actito.com
Let’s do some research www.actito.com
Giving some context
Direct marketing Email marketing
is a form of advertising where organizations Sending marketing messages through
communicate directly to customers through email or email marketing is one of the
a variety of media including cell phone text most widely used direct-marketing
messaging, email, websites, online methods. One reason for email
adverts, database marketing, flyers, catalog marketing's popularity is that it is
distribution, promotional letters, targeted relatively inexpensive to design, test, and
television, newspapers, magazine send an email message. It also allows
advertisements, and outdoor advertising. marketers to deliver messages around
Among practitioners, it is also known the clock, and to accurately measure
as direct response marketing. responses.
www.actito.com
Let’s try to have a bit more perspective
The Chasm - Hype Cycle “Gartner” – The 4 R’s
www.actito.com
Crossing The Chasm – Geoffrey Moore
https://www.amazon.fr/Crossing-
Chasm-Marketing-Disruptive-
Mainstream/dp/0060517123
www.actito.com
Hype Cycle from Gartner Email personalization à Event trigger à Rule based à Inbound marketing à Big data à DMP à CDP à AI www.actito.com
Yes the 4R’s are still there
Right Person Right Content Right Channel Right Time
www.actito.comLet’s talk about them
Pierre De Nayer - Benoit De Nayer - Kenya Rose
I will probably be looking for a job now…
www.actito.comFirst client and first identified needs
We want to leverage free email accounts like the Gmail, Hotmail …
To build a database of students which will become parents
And send them target, personalized emails
To increase Customer value and engagement
www.actito.comHow did it start? www.actito.com
What should your learn from this?
Long time relation Experimenting It’s about data Client oriented
www.actito.comHow to start? www.actito.com
Data is the new gold www.actito.com
You have more data than you think
PROFILE WEB BEHAVIOR PURCHASE
Gender Traffic source (SEO, Referal, ..) Category
Age Device Quantity
Language Moment of the day Price
Family composition Page flow Color
Living place Time on site Season
Working place Visited category …
Job title AdWords
Studies ….
…
www.actito.comTry to think the Agile way www.actito.com
Change the approach
1 TO 1
Pull
BRAND-DRIVEN CONSUMER-DRIVEN
Push
MASS
www.actito.comUse this to deliver the value to your clients and build your learnings
CX
=
PERSONALIZATION
=
DATA X CONTENT X AUTOMATION
MOMENT SEGMENT PERSO TEST LEARN & ITERATE
www.actito.comPut yourself in the shoes of your customers www.actito.com
Food for thoughts www.actito.com
Welcome is a minimum
« Less than 50% of marketers have a Welcome Program »
www.actito.comDoes this look complex?
• Thank You
• Double opt-in
• Value Proposition
• Whitelisting • Social media • Testimonial
• Thank You • Whitelisting • Best piece of
• Double opt-in content
• Value Proposition
www.actito.comWhat we believe is the right way
• From 58% to 82%
• In 12 months
• With 15 versions
www.actito.comHow to stimulate the second purchase? www.actito.com
They leverage the data
1. Purchase data 3
2. Declarative data
3. Behavioral data
1
2
www.actito.comContent and design to feed inspiration, make the difference www.actito.com
Progressive build-up to meet clients and brand expectations
« We miss
« More for me »
you » « Surprise
Cross-sell &
Inactive me »
Up-sell
Gold delight
Step 1 Frequency
Churn
Step 2 Alert 12M Around my
Step 3 Reset Points birthday
Alert 24M Happy
Card Removal Birthday
Nearly 500
points
Member gets Sleeping
Welcome & eNewsletter
Member « Welcome » Bounce back
upsell
www.actito.comTo deliver they need support of the technology
Welcome 1 Welcome 2 Annual Birthday
Data enrichment Cross-selling Survey / NPS
Monthly 11M inactivity
eNewsletter Senior
Cross-selling
Local activation
3M inactivity
Monthly
eNewsletter Family 23M inactivity
www.actito.comWe have much more to share
Abandon
basket
NPS
Retargeting
scenario
BEST SENDING
MOMENT ? Lead
MONO or MULTI Nurturing
DESTINATIONS
RECO?
www.actito.comThank you & Let’s keep in
touch
BOOTH 23
@Jonwuu /jonathanwuurman/
jonathan.wuurman@actito.com
www.actito.comYou can also read
