Watch Daniel Burstein, Director of Editorial Content at MarketingSherpa, and JR Hopwood, Vice President of Digital Strategy at Bridgeline Digital, and learn about strategies and technology that allow marketers to seamlessly work customers through each stage of the sales funnel. Attend the webinar to learn: Best practices from MarketingSherpa Technology & features that support marketing goals Use cases detailing customer journeys

1. Communicating
with a Purpose
#Webinar-Purpose
presented by:
Join the Conversation #Purpose-Webinar
Webinar:
Communicating with a Purpose
with Daniel Burstein
Director of Editorial Content, MarketingSherpa
and JR Hopwood
Vice President of Digital Strategy, Bridgeline

2. Communicating
with a Purpose
#Webinar-Purpose
Please engage with this presentation
We LOVE feedback…
Open the Questions pane and share your thoughts.

3. Communicating
with a Purpose
#Webinar-Purpose
What’s your best
performing digital
communication tactic?
Use #Webinar-Purpose Or in GotoWebinar Chat.

4. Communicating
with a Purpose
#Webinar-Purpose
About Marketing Sherpa

5. Communicating
with a Purpose
#Webinar-Purpose
85%
What We Know: Customers Expect TRULY Personal Experience!
85% of customers
would no longer buy
from an organization
that failed to take
account of their
preferences and
purchasing history.
Source: “Impact of having an effective Single Customer View on consumer
behaviour,” (Infographic), Experian Marketing Services, 2012.

6. Communicating
with a Purpose
#Webinar-Purpose
?

7. Communicating
with a Purpose
#Webinar-Purpose
About Bridgeline:
► Digital Strategy
► User-Centered Design
► Web Application Development
► Systems Integration
► Search Engine Optimization
► Managed Hosting Services

8. Communicating
with a Purpose
#Webinar-Purpose

9. Communicating
with a Purpose
#Webinar-Purpose
Challenge: Getting the right
content to the right people

10. Communicating
with a Purpose
#Webinar-Purpose
Continue
the conversation
How To: Get fresh, high-quality content
Build
content around
Value
Proposition for
each persona
Create
content around
Value
Proposition for
becoming a
customer
Identify
segmented
content for
immediate
engagement
Tip: Organize to ensure the database is
targeted and content is balanced across
different personas.
Source: Byron O’Dell, Sr. Director, Demand Management, IHS;
MarketingSherpa Email Summit 2014

11. Communicating
with a Purpose
#Webinar-Purpose
Continue
the conversation
How To: Get fresh, high-quality content
Build
content around
Value
Proposition for
each persona
Create
content around
Value
Proposition for
becoming a
customer
Identify
segmented
content for
immediate
engagement
Tip: Content takes much
longer to build than
technology for a multi-
touch nurturing program.Source: Byron O’Dell, Sr. Director, Demand Management, IHS;
MarketingSherpa Email Summit 2014

12. Communicating
with a Purpose
#Webinar-Purpose
Continue
the conversation
How To: Get fresh, high-quality content
Build
content around
Value
Proposition for
each persona
Create
content around
Value
Proposition for
becoming a
customer
Identify
segmented
content for
immediate
engagement
Source: Byron O’Dell, Sr. Director, Demand Management, IHS;
MarketingSherpa Email Summit 2014

13. Communicating
with a Purpose
#Webinar-Purpose
Best Practices for Personalized Email
How to Effectively Implement Automated Emailers.

14. Communicating
with a Purpose
#Webinar-Purpose
Uses for Automated Emailers:
63%
54%
13%
11%
WELCOME THANK YOU TRIGGERED BASED
ON WEBSITE
BEHAVIOR
SHOPPING CART
ABANDONED
Most common uses Least common uses
Source: 2011 MarketingSherpa Email Marketing Benchmark Report

15. Communicating
with a Purpose
#Webinar-Purpose
Here’s the problem…
Triggered emails can:
• Come off the wrong way if
they aren’t carefully executed
• An emailer should be written by
people, to people. Marketers
should stay professional but
maintain a friendly tone.
• Become outdated or
inaccurate.

16. Communicating
with a Purpose
#Webinar-Purpose
How Triggered Emails Should Work:
Triggered emails should focus on the benefits of
your conversion goals for the viewer.
Visit Action Reactio
n

17. Communicating
with a Purpose
#Webinar-Purpose
Best Practices for Website Segmentation
Rules for using visitors ‘cookies’ for marketing purposes.

18. Communicating
with a Purpose
#Webinar-Purpose
Most companies have a 60-80% confidence level…
which also means a 20-40% margin for error.
Segmentation can
not distinguish
between users or
personality types.
Source: Brittany Long, "Customer Relevance: 3 golden rules
for cookie-based Web segmentation," MarketingSherpa Blog

19. Communicating
with a Purpose
#Webinar-Purpose
Provide users with information that is relevant and
meets user needs.
Too much
knowledge about
the user can scare
them away.

20. Communicating
with a Purpose
#Webinar-Purpose
Research should be done to figure out what to say
to customers and how to say it.

21. Communicating
with a Purpose
#Webinar-Purpose
The Anatomy of Communicating
with a Purpose
Remarketing
Email
Persuasive Content
Product Upsells

22. Communicating
with a Purpose
#Webinar-Purpose

23. Communicating
with a Purpose
#Webinar-Purpose
This is Mark E. Tier
Marketing Manager
IT Hiring Group
Goal: Leads and customers
for IT hiring services

24. Communicating
with a Purpose
#Webinar-Purpose
A stellar whitepaper
(Tech Hiring Dos and Don’ts).
Lots of interest.
Lead graveyard.
Conversion!

25. Communicating
with a Purpose
#Webinar-Purpose
Avoid the lead graveyard.
Expected Tech Salaries
Pros & Cons: Working
With a Hiring Firm
3rd-Party Report: Tech Hiring
Best Practices
1
DAY
Download
Whitepaper
2
DAY
Supporting
Asset.
4DAY
Email blog
post.
Visits site.
Site promotion:
Special Report.
Success!
Lead
Contacted.
Weekly Email:
Thought
Leadership
Re-Visit:
Sample IT
Resources.

26. Communicating
with a Purpose
#Webinar-Purpose
What is Persuasive Content?
Dynamic,
segmented
messaging.

27. Communicating
with a Purpose
#Webinar-Purpose
And it doesn’t stop at B2B.
This is Ret Ailer
Director of Marketing
Acme Widgets
Goal: Repeat Widget Buyers

28. Communicating
with a Purpose
#Webinar-Purpose
Initial Visit:
• Dynamic messaging based on
navigation
• Product Added to Cart
• Site Exit

29. Communicating
with a Purpose
#Webinar-Purpose
Remarketing Efforts:
• 1 Hour: Abandon Cart Email
• Coupon & Last Chance Display Ads
• Social Media Ads

30. Communicating
with a Purpose
#Webinar-Purpose
Visitor Returns:
• Completes a Purchase
• 1 Hour: Confirmation Email
• 1 Day: Shipping Info & Upsell Email
• 3 Days: Usage Guide & Useful Products

31. Communicating
with a Purpose
#Webinar-Purpose
Ongoing communication with the customer:
• Dynamic Messaging
Based on Purchase
• Related Content
• Best Way to Use Your Widget
• Dos and Don’ts of Widgets
• How Customer X Used Widgets
• Re-Fill Purchases
• Weekly Email

32. Communicating
with a Purpose
#Webinar-Purpose
ü Identify primary segments
ü Identify primary scenarios for each segment
ü Create digital touchpoint plan
ü Setup dynamic, persuasive content
ü Watch, learn and change

33. Communicating
with a Purpose
#Webinar-Purpose

34. Communicating
with a Purpose
#Webinar-Purpose
Let’s keep talking…
#Webinar-Purpose
Thank You!
@bridgeline