Webinar slides on how to improve your online lead conversion by using an online engagement tool as Blueconic: listen to the behaviour of your target and improve your (online) lead conversion.

1. www.realdolmen.com
ONLINE
LEAD
CONVERSION
OCTOBER 28, 2013 | SLIDE 1

2. YOUR HOSTS FOR TODAY
Maarten Bekaert
RealDolmen
CRM Consultant
‘Technology Marketing’
Previous:
Cantab / Velocitas / HP – Lead Manager GWE
Ruud Verstraeten
GX Software
Product Marketeer
OCTOBER 28, 2013 | SLIDE 2

3. AGENDA
 Marketing is changing
 Blueconic customer Case
PSV increases online ticket sale conversion
 Q&A
OCTOBER 28, 2013 | SLIDE 3

4. THERE IS NOTHING PERMANENT,
EXEPT
CHANGE
- Heraclitus

5. MARKETING
IS CHANGING TOO. . .

6. Customer interaction
is moving

8. Not content, but
contact
Has become
King

9. The
customer
Journey
before the internet

10. Unstructured
Individual
Unpredictable
Crosschannel

11. Customers are becoming
Online
Nomads

12. ...On a
journey

13. Customers no longer
interact from a
channel
perspective,
But through
Touch
points …

15. Customer is
DICTATOR

16. me,
me,
What does my
teach you?

17. Engage !
online
With your customers
& prospects

18. Dialogue

19. Mobile ad spend has
quadrupled since 2009,
and it is expected to keep
growing at the same pace for
the next 2 years
Only
25% of brands have a
mobile strategy
[Econsultancy]
[Business Insider]
7,1 billion
6,8 billion
45% of companies rely
solely on desktops sites to
showcase their content
[Adobe]

20. Ok, but
do I
do that?

21. 1
Tie your
customer
information
together

22. 2
Be able to
identify
your visitors

23. 3
right
message
The
time,
place
At the right
At the right

24. Visionary
‘Magic Quadrant ’
- Gartner
l e av e & l ay e r

25. Listening
Progressive Profiling
Dynamic segmenting & decisioning

26. Customer case by GX
PSV increases online ticket sale conversion
using Blueconic

27. About PSV
›
›
›
›
›
›
A century old
Hugely successful in soccer: National (21x) and European
A brand with lifetime fans
Best sports website since 2009
Online reach 700k fans
Online goals: Promote merchandise and ticket sales while growing fan
relationship
Challenge
Competitors more merchandise income
Sales shifting online and direct
Offline fan program under pressure
Differentiate fan communication
›
›
›
›

28. Marketing strategy
High engagement
High value
Known
Loyal
fan
Highly
involved fan
Moderately involved
fan
Engage
Low involved fan
National fan (latent)
Leverage
PHILIP
S
International fan (latent)
Low engagement
Anonymous
Low value

29. Case Europe League
Ticket sales
Europe League
PSV Fan Score
Facebook fans
Purchases
tickets/products
Social share
›
›
›
Targeting sales
Abandoned basket
Necessities
Individual profiles
Real-time interaction
Anonymous
Cross-channel
›
›
›
›

30. Targeting sales
›
›
›
›
Targeting loyal and moderately loyal fans (Fan Score)
Differentiate messaging (Fan Score, Club Card ownership)
Cross channel targeting (PSV, Fanstore, Phony club, PSVBusiness, etc.)
Extensive creative (banners, homepage take-overs, editorial)

31. Abandoned basket
›
›
›
Leave during purchase process
Cross-channel retargeting
Direct to right step in purchase process

32. Example customer journey
100
www
Customer journey
50
50
100
www
www
10
Fan Score
Moderate
fan
10
Loyal
fan

33. Results
5.000.000
profiles collected
6%
up to
improved conversion
19
channels
connected

34. According to PSV
“
BlueConic helps us engage our fans in the way they deserve!
Drastically increasing conversion ratios as we go, I think we
will see much more of this in the near future.
”
Marketing Manager PSV, 2012

35. Questions? Shoot!
Q&A
OCTOBER 28, 2013 | SLIDE 35

36. For more information:
visit our website WWW.REALDOLMEN.COM
Find us on:
THANK YOU
OCTOBER 28, 2013 | SLIDE 36
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