Dave Chaffey's talk on Fuelling Digital Marketing Success in B2B organisations from Technology for Marketing & Advertising.
One of a set of 3 seminars - this download is for B2B organisations.
4. 11 techniques to fuel sucess
PLAN
#1 Digital-specific plan | #2 Personas | #3 OVP
REACH
#4 Content focused SEO/CM | #5 Paid media targeting
ACT
#6 Managed journeys | #7 Marketing Automation
CONVERT
#8 CRO | #9 Mobile-optimised experiences
ENGAGE
#10 Obsess about loyalty | #11. Social amplification
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5. About Dave Chaffey
About Dave Chaffey
•
Author of 5 bestselling
marketing books now
working on 6th editions
•
Responsive for CXM at
SmartInsights.com a
marketing advice site
with Expert members in
over 50 countries
•
Insights Director at
agency ClickThrough
Marketing
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6. Start with a plan!
Key success factors
Customer insight
Marketplace review
SMART objectives
Persona creation
Digital SWOT summary
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22. Tip: Use paid and natural
Site links to explain
and persuade
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23. Increasing InterACTion
Key success factors
Define key customer journeys for different platforms
Use Analytics to improve effectiveness
Select content to engage audience
Manage creation and promotion
of content
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26. #7. Marketing Automation
Customers
Entry level
5 - 8 triggers
Medium level
17 – 30 triggers
Regular
marketing
emails
Welcome
email
Behavioural
Cross sell
Activity
Non cross sell
Upper level
20 – 50 triggers
Nirvana
50 – 500 triggers
Nursery program
Not returned
in 14 days
Newsletter
Not
transacted
By product
Not
re-purchased
in 14 days
Repeat
abandoner
X-sell
programme
Process
abandonment
By content
group visited
Site
segmented
By product
Site down
apology
RFM
Content
triggers
Birthday
/ Xmas
Emails
Activity
flagging
Lapsed
Predictive
Lapsed /
Churn
Back in
stock alert
Customer service emails
Full marketing email program
Future
Release
alert
Site Activity program
Source:
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27. Our welcome experience:
3rd welcome : 14d > 2d
Open rate
Before
After
Clickthrough rate
20.0
1.9%
18.9 – 27.4%
7.4% - 9.1%
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28. Increasing Conversion
Key success factors
Create a CRO / optimisation process
Improve mobile platform conversion and integration
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35. Improving Engagement
Key success factors
Understanding the satisfaction gap
Effective sharing through social media marketing
Effective and efficient email marketing
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