1. Digital Marketing
Strategies
Made Better Through an
Integrated Marketing Platform
7

2. PAGE 2
Make Your Website as
Dynamic and Personalized
as Your Emails .............................................4
Video: “Personalizing the Web Experience
for Every Customer Through a CMS Integration” .....5
Send Personalized, Timely
Cart Recovery Messages ....................... 6
Success story: DEMCO ......................................................7
Employ Both Marketing
And Sales Data To Enhance
Lead Management .................................... 8
Success Story: InsideOut...................................................9
Incorporate Product
Recommendations And Ratings
Into Emails....................................................10
Success Story: SmartPak...................................................11
Video: “Integrating Ratings and
Recommendations into Your Content” ......................11
1
2
3
5
4
Use Sophisticated Real-Time
Multivariate Testing to Drive
Engagement and Success .........................12
Success Story: Peter Glenn Sports...............................13
Find New Ways To Improve Sales
and Marketing Alignment .......................14
Video: “Enhancing Marketing-Sales Alignment
and Lead Nurturing via a CRM Integration” ...........15
Use Predictive Analytics To Boost
Campaign Performance ..........................16
Video: “Using Predictive Analytics
& Data Management Tools” ............................................17
Conclusion....................................................18
Footnotes.........................................................................................18
Additional Resources...............................18
Silverpop Partners....................................19
6
7
Contents

3. PAGE 3
7
Digital Marketing Strategies Made Better
Through an Integrated Marketing Platform
“Nooneknowseverything.Buttogether,
we knowawholelot,”saidbusiness
authorSimonSinek.And giventoday’s
sophisticated,social-savvybuyers,today’s
marketers needtoknowawholelotabout
theircustomersandprospectstodeliverthe
contenttheywant,whentheywant.
In manycases,reachingthislevelof
sophisticationrequiresmorethangoing
italone.Andthatmeansintegratingyour
variousmarketingsolutions.
Dependingonyourbusinessneeds,extending
yourdigitalmarketingtoolboxbyintegrating
withrelatedmarketingtechnologiescanhelp
solvethetwocriticalchallengesfacingevery
companytoday:theneedtocollectdata,and
theabilitytoactonit.
Every day, customers and prospects
are interacting with businesses in
different ways. Some are reading your
email on their tablets and clicking
through to surf your website. Others
are perusing your Facebook,Twitter
and LinkedIn pages on their desktop
computers. Still others are standing
in your store or at your booth with
smartphones in hand, checking in,
scanning a QR code or sending your
company a text message. And so on.
Amidst this deluge of data, integrating
marketing systems can help you gain
seamless access to information ranging
fromWeb behaviors to buying patterns
to product recommendations and ratings
— and much more.
Ofcourse,whileit’sfantastictohaveallthis
data,itwon’tdoyoumuchgoodifyoucan’tdo
anythingwithit–orifincorporatingitintoyour
campaignsisanarduous,time-consumingtask.
Integrationsenableyoutotakethatdataand
dosomethingwithit,whetherit’spersonalizing
anemail,customizingaWebpageoralerting
saleswhenaleadstatuschanges.
Hereareseven digital marketing strategies
madebetter throughan integratedmarketing
platform,includinghowtheycanenhanceyour
marketing programs, tips for implementing
them,andsuccess stories from the field.
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ReadingSilverpop’s“7DigitalMarketing
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4. PAGE 4
Make Your Website as Dynamic
and Personalized as Your Emails
Savvymarketersarealwayslookingforways
tomaketheiremailsmorerelevanttoeach
recipient,sendingcontactsdowndifferent
messagingtracksorservingupdynamic
contentbasedonthatperson’sprevious
behaviors,interestsordemographics.
In an ideal world, that level of
customization would extend to as many
touch points as possible. But creating
and managing content across multiple
channels and devices often involves
inefficient silos of data and technology.
Consider the average company website.
Typically, every person who visits sees
the same articles, offers and images,
regardless of who they are or how they’ve
interacted with that company in other
channels.The result can be a less relevant,
less satisfying customer experience.
HowAn Integrated PlatformCan Help
Integrating your digital marketing
platform with certain content
management systems enables you to
deliver more personalizedWeb content at
a specific point in time — but also allows
that content to evolve based on visitor
interactions and activity across
any channel and marketing program.
The result is content that is alive, adaptive
and always representative of the visitor’s
current interests.
To create such a website, you’d build
dynamic content blocks within your site,
then set up business rules that determine
which content different types of visitors
will see.When someone visits your site,
the content management system pulls
in data from your unified marketing
1
1 database, then displays images, offers,
text, etc. based on the visitor’s previous
behaviors and interests.
Best of all, every touch point builds on the
last, with your digital marketing platform
andCMS feeding information back and
forth to make your data smarter.The result
is a seamless customer experience that
mirrors the type of individual interactions
people expect offline — but rarely
experience online.
QuickTips
• Employ progressive profiling to
gather actionable data.Bothon your
websiteandlanding pages, tryusing a
progressiveWebforms builder to pose
new questions eachtime a contact
visits, steadilygaining deeper insight

5. PAGE 5
intotheirinterests.Justsetupafew
basicrules,andyoucanaskcontacts
foroneortwoadditionalpiecesof
informationateveryinteraction,
gatheringinformationwithoutscaring
themoffwithlongforms.
• Make it easy for customers and
prospects to provide data across
platforms. Intoday’smultichannel
world,youcan’tcountoncontacts
enteringinformationviayourwebsite,
somakesureyouhaveanautomated
processinplaceforcollectingdata
acrosschannels.Let’ssayafemale
customervisitsyourchocolateshop.Via
anSMSpromotiondisplay,ascannable
QRcodeoraniPad,youcouldcollect
thecustomer’semailaddressand
favoritetypeofchocolate,then
automaticallyfeedthisinformationinto
your master database.Thenexttime
thatcustomer opensyour emailand
clicksthroughtoyour site,youcould
customizeher experiencebyincludinga
backgroundimageandrecipereflecting
her favoritechocolatetype.
• Experiment with customizing
different pieces of content.So,
whereshouldyoubuildinyour
dynamic content rules?Tryproviding
personalizedtext, graphics, offers,
videos andmore, andsee what most
stronglyengages your contacts.
Remember to sprinklein content
that’sfun andeducational as well as
promotional.
Personalizing the Web Experience for Every
Customer Through a CMS Integration
View the video >>>

6. PAGE 6
Send Personalized, Timely Cart
Recovery Messages
Peopleabandontheircartsformanyreasons
–toomanydistractions,displeasurewith
shippingcosts,dauntedbyalongform,
uncertainaboutthenextstep,usingthecart
asawishlist…yougetthepicture.
Many companies give up at this point.
But in some cases, a follow-up message
or series of messages delivered with the
right tone, content and offers can
recover these lost opportunities
and translate them into gains for
your company.
One study, for example, showed that
three out of four cart abandoners will
respond to cart recovery emails, whether
to purchase or just to browse1
. And while
cart abandonment messages typically
make up a small percentage of company
These include incorporating product
reviews and ratings (see p. 10), as well
as segmenting based on the order size.
For example, you might only offer free
shipping to those whose abandoned carts
total more than $75.
QuickTips
• Send multiple emails. Although one
cart recovery message is certainly
better than none, our experience with
clients indicates that a multistage
series is the best way to boost results.
For example, you might implement a
three-part campaign in which the first
reminder is sent with a few hours of
abandonment (in general, the sooner
the better), the second approximately
24 hours after abandonment, and the
third about a week later.
2 communications, they often garner a
disproportionately large amount of gains.
How An Integrated Platform Can Help
TheWeb analytics, e-commerce platform
or specialized cart/targeting solution
of your choice captures the action of
a customer abandoning a cart on your
site, and the integration with your digital
marketing platform enables you to send a
triggered message at the designated times
of your choosing, reminding customers
that they have an item(s) in their cart.
While best practice is to include the item
name, description and image (pulled in
from whatever third-party system you’re
using), there are a few other techniques
you might employ depending on the
variety of integrations you’re using.

7. PAGE 7
• Convey a strong-service oriented
tone. This might include asking if
the customer had any problems or
if you can answer any questions,
offering alternate channels for
completing the purchase, and
reminding the recipient of your
unique value proposition (e.g. free
returns).
• Put rules into place to stop a
campaign when a customer
comes back and buys. In an age
in which humanization is critical to
boosting engagement and loyalty,
it can come across as impersonal
and annoying if a customer
receives a promotion for an item
he or she just purchased.
SuccessStory: DEMCO
To better reach the 30 percent of
customers who were abandoning their
shopping carts, education supplier
DEMCO initiated a cart recovery
program.To enable this campaign,
DEMCO integrated Adobe and
Silverpop through Adobe Analytics,
a marketing platform that integrates
complementary third-party applications
with Adobe products, giving customers
a single view into their marketing data.
DEMCO utilizes Adobe Analytics online
data to identify customers that have
abandoned their shopping cart on
DEMCO’s website. DEMCO then uses
Silverpop Engage to send a series of
three cart abandonment emails at
one-, three- and five-day intervals
encouraging abandoners to return
to their cart to finalize their
purchase.There are no incentives
offered in the first two emails, but
in the final message, DEMCO offers
abandoners a tote bag when they
finalize their purchase.
“Integrating our Adobe data with
Silverpop Engage allowed us to
target those customers that had left
an item in a cart and encourage
them to return,” says Lisa Moling,
eMarketing Planner, DEMCO. “Our
results show that our series of cart
abandonment emails delivers 97 times
the revenue (per thousand) than our
promotional emails.”
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StrategiesMadeBetterThroughan
IntegratedMarketingPlatform”

8. PAGE 8
Employ Both Marketing and Sales Data
to Enhance Lead Management
Nurture programs enable you to
educate prospects who aren’t yet
ready to engage a sales resource and
gently guide these buyers through
the purchase process by delivering
relevant content such as white
papers, articles and event invitations.
To effectively nurture prospects
through the sales funnel, it’s essential
to have a strong understanding
of who they are and where they
are in the buying cycle.Yet many
businesses’ nurturing efforts are
hampered by siloed data that
prevents the level of customization
needed to engage prospects most
strongly. As a result, leads stall or
drop out of the funnel.
Ask sales for help in identifying which
prospect behaviors are indicative of
strong interest or purchase intent,
and remember that your scoring
model should not only take into
account the actions a prospect took,
but also the frequency and recency of
these actions.
• Nurture based on position in the
buying cycle. Match the content to
the prospect lifecycle. “Interested”
prospects might get welcome
messages along with educational and
best practices content. “Engaged”
leads could receive messaging such
as reminders of upcoming events,
targeted content based on website
visits or product comparisons.
3 How An Integrated Platform Can Help
If your teams are communicating with
prospects based on solely marketing or
sales data, they’re only seeing half the
picture, and their interactions will likely
be half as effective. Synchronizing your
digital marketing platform with your
CRM enables a bidirectional, real-time
flow of data between the two and helps
eliminate duplication of records.
Youcanthenleveragethiscontactdata for
segmentation,targetingandreportingin
your campaigns,aswellasusingittoscore
leadsmoreaccurately.
QuickTips
• Work with sales to develop a
behavior-driven scoring model.

9. PAGE 9
“Lapsed” prospects might be sent
surveys, incentives to revisit the
website, or an invitation to engage
you via another channel.
• Get serious about tracking
revenue from lead acquisition to
account close. Build customized
reports and dashboards that
combine email,Web and social
activity with your Salesforce data,
enabling you to track exactly what
sources (e.g., Google ads,Twitter,
trade show) and offers (e.g., white
paper,Webinar, demo) resulted
in or influenced a sale.Then, use
this information to inform future
campaigns.
SuccessStory: InsideOut
InsideOut knew it wasn’t sending the
most targeted messages to its audience of
executive leaders, HR managers, corporate
directors and previous clients because
it didn’t have the capability to segment
its data and easily target its message
accordingly. In addition, the data that came
from each email was difficult to translate
to the inside sales team, making the leads
generated from each email less valuable.
AftermovingtoSalesforce.comasitsCRM
provider,InsideOutchoseSilverpopasits
digitalmarketingplatform.Duringthe
onboardingprocess,InsideOutcompleted
itsSalesforce.comdataintegration
andstartedusingSilverpopEngagefor
marketingcampaignsfocusedonpromoting
itseducationalworkshops.Inaddition,by
implementingaleadscoringmodelthat
integrateswithSalesforce.com,InsideOut’s
insidesalesteamnowhasasimplewaytosee
whichleadshaveahigherscore.
The integration and related efforts were a
massive success, with InsideOut boosting
prospect engagement, delivering more
high-quality leads to sales, and notching a
6X increase in click-to-open rate. “Through
our Engage integration withSalesforce.com,
we’re getting to know our customers better
and are spending more time with the right
people,” saysJacques Bazinet, InsideOut’sVP
of corporate development and marketing.
“We’ve seen a huge boost in new client
partnerships and revenue.”

10. 4
PAGE 10
Incorporate Product Recommendations
and Ratings Into Emails
Intoday’sbuyer-empoweredworld,people
aredemandinglessgeneric,corporate-
drivenmessaging,andmorepersonal,
humanizedcontent.Providingproduct,
serviceandresourcerecommendations
alignedwiththeinterestsyourcontacts
haveshared,bothexplicitly(viaformsand
preferencecenters)andimplicitly(viatheir
behaviors)isasmartwaytoboostrelevance.
Inaddition,customersareincreasinglyusing
peerreviewsandratingswhenevaluating
possiblepurchases.Byincorporatingproduct
ratingsinyourcontent,youprovidebuyers
withaperspectiveonyourproductorservice
thatgoesbeyondcorporatemessaging,
givingyourmessagingamore“social”feel
andboostingcredibilityintheprocess.
HowAn Integrated PlatformCan Help
Integrationbetweenyourdigitalmarketing
platformandarecommendation,rating
For example, this section might
feature earrings that match a necklace
recently bought, an extended warranty
for an item purchased, or a white paper
related to theWebinar a prospect just
attended.
Depending on your integrations, you
couldalso include product ratings
and/or reviews for anyofthesuggested
items you highlighted, building trust
withyour audience andpositioning your
companyas a helpful resource.
QuickTips:
• Test the number of recommended
products. Shouldyou include one
recommendedproduct, three, or some
other number?Test to determine
what drives themost revenue without
overcluttering your messageand
overwhelming your recipients.
andreviews,orpersonalizationplatform
enablesyoutoincludecustomized
recommendationsandproductratingsin
pre-purchase,promotionalandtransactional
emails.Becausetherecommendationsare
basedonrecipientactionsandinterests,
relevanceisinstantlyincreased,which
typicallyleadstoaboostinrevenue.
For example,youcouldcreateapost-
purchaseupsell/cross-sellemailwitha
sectionalertingtherecipientthat“people
thatboughtItemAthatyourecently
bought,frequentlyalsoboughtitem B.”
Your productreview softwareaggregates
andanalyzescustomer behaviorstoidentify
whatcontentcustomerswhoboughtItemA
findinterestingandengaging.
Then, via the integration with your digital
marketing platform, that content can be
served up in your post-purchase email.

11. PAGE 11
• Ask for product reviews. Set up
an automated trigger that sends
a message requesting a product
review one or two weeks after a
purchase (test timing and use of
incentives).You’ll accumulate more
user-generated content and gain an
extra touch point. Once the review
goes live, send a “your rating/review
has been posted” email along with a
related discount (if applicable) and
a call to action for the recipient to
share with his or her social network.
• Reward top content contributors.
Give those who review and share
your content special status, such as
providing them sneak peeks at
new products or offering them
special discounts.You’ll build loyalty
and likely increase message reach
even more.
SuccessStory:SmartPak
SmartPak,anonlineprovider of horse
suppliesandequinesupplements,was
lookingtomakeitscartabandonment
emailsevenmoreeffectiveandrelevant.
Throughanintegrationwithpersonalization
softwareproviderCertona,itbegin
pullinginfour productrecommendations
anddisplayingthem atthebottom of
itscartrecoveryemails.Theproduct
recommendationsincludeaphoto,product
name,priceandcustomer rating.
Theresultshavebeenfantastic,withtheseemails
garneringa10.2percentclick-throughrateand
50percentconversionratewhiletallying$4.80
inrevenueperemail.“Silverpophasenabled
SmartPaktomakeourvisionofmarketing
automationareality,”saysCareyMarstonKegel,
emailmarketingmanager,SmartPakEquine.
“Asaresult,SmartPakissendingmillionsof
behaviorallytriggeredemailspermonth,and
emailisgeneratingaverysignificantportionofall
onlinemarketingrevenue.”
Integrating Ratings and
Recommendations into Your Content
View the video >>>

12. 5
PAGE 12
Use Sophisticated Real-Time Multivariate Testing
to Drive Engagement and Success
Whatcreativeelementswillresonatemost
stronglywithyourcustomersandprospects?
Sometimes,theanswerscansurpriseeven
thesavviestofmarketers.Studyingprevious
reportscanhelpinsomecases,butlesssoin
others.Inmanyinstances,testingistheonly
waytoknowforsure.
Despitethebenefitsoftesting,some
marketersskipthisstepbecauseof time
constraints.Othersfeellimitedbywhat
theycantestorhowquicklytheycanacton
thefindings.
HowAn Integrated PlatformCan Help
Typically once an email is sent, its
content can no longer be altered.
Integrating with a testing and
optimization partner can shift that
paradigm.With certain integrations, you
Thewinning content is then automatically
servedto the remainder ofthe database,
ensuring the best content gets to thelargest
portion ofthelist.
QuickTips:
• Go beyond subject lines. While
testing subject lines is an excellent
way to improve results, don’t stop
there. Other elements you may
want to test include offers, buttons,
images, copy blocks and design
elements. Possible comparisons
include aggressive CTA versus subtle,
action image versus lifestyle, use of
symbols versus copy only,Web fonts
versus design fonts, and much more.
• Colors matter. Does it matter if a
graphical element is red or green?You
can test different visual elements in an
email against each other, then have your
system choose the winning option in real
time and send the rest of your recipients
that content.
Here’s how it works: Once an integration
is set up, users create special sections
within their mailings that dynamically
render different content to each
recipients. For example, you might
choose two images of a product – one
static, and one action.When the mailing
is sent, the first few percent who open
the mailing are served the different
image options. Performance of these
content variables is monitored in real
time, and when one content element is
clearly outperforming the rest, a “winner”
is selected.

13. PAGE 13
might be surprised — Silverpop
clients have found that sometimes
simply swapping colors on a CTA
button can boost clicks 20 percent
to 30 percent.
• Test multiple combinations at
once. Different combinations
of content elements may yield
different winners. Using partners
that enable multivariate testing,
you can exponentially increase
the number of elements you test,
boosting the chance of finding
the perfect revenue-generating
combination.The numbers add
up quick: testing four images with
three options each would yield
81 unique combinations.
SuccessStory: PeterGlennSports
onlyneeded2,767 readers to determine the
winningimagewitha 100 percent statistical
validity.All theremaining recipients saw the
best-converting header image.
Theresultswereimpactful,withthe
lifestyle-focusedemailscoringawhopping
63percent increaseinclickrate.“Weall
thoughtthatthefirstimage,showingthe
productsthatareforsale,wouldworkbest,
butitwasthelifestyleimagethatresulted
inasignificantliftinclickrate,”saidDavid
Mahoney,directorofmarketing,PeterGlenn
Ski&Sports.“We’reveryimpressedwiththe
8Secondstechnology.Setuptakesnolonger
than fiveminutes,andourpromotional
emailsareimprovedonthefly!”
Peter Glenn Ski & Sports, an outdoor gear
retailer, had a successful email program
in place, but wanted to see if it could
optimize its messages even more. Using
Silverpop partner 8Seconds, it decided
to do a comparison of two different
header graphical images for one of its
promotional emails on water sports.The
first email was product-focused (above
left), showing all the items on sale that
week.The second email was lifestyle-
focused and pictured people performing
fast-paced watersports.
Using8Seconds,bothof theheader images
wereexposedtothetestcontrolgroupto
measurewhichworkedbest.8Seconds

14. 6
PAGE 14
Find New Ways To Improve Sales
And Marketing Alignment
Marketingandsalesalignmentiscriticalto
companygrowth,butit’snotuncommon
forrelationsbetweentheteamstobe
strained.Whetherit’sanabsenceof
communication,alackofprocess,or just
achallengingmarketplace,tensionscan
build,withfinger-pointingaboutoneside
notproducingenoughleadsandtheother
sidenotclosingenoughdeals.
Butwhilemarketingandsalesmaylookat
theworldthroughdifferentlenses,there’s
noreasonthetwocan’tworkharmoniously
andleverageoneanother’sstrengths,
especiallygiventheemergenceof new
technologiesthatmakeiteasier thanever
tobreakdownthesilos.Withtheright
strategyandafewsimpleadjustments,
marketingandsalescanmovecloser
together–andcompaniescanreap
significantprofitsasaresult.
salespeople are typically familiar and
comfortable with.
And for those times when a salesperson
calls a prospect and discovers, for
example, that he’s a few months
from making a purchase decision, the
integration enables the salesperson
to easily drop the prospect into an
automated campaign powered by your
digital marketing platform. Instead of
stalling or dropping out of the funnel, the
prospect is nurtured along until he’s ready
to buy.
QuickTips
• Streamline sales alerts.Time can be
precious when it comes to making a
sale, so create sales alerts that will let
reps know immediately when a lead
goes from warm to hot, so they can
HowAn Integrated PlatformCan Help
For a salesperson, it can be frustrating to
go into a call with a prospect with little to
no understanding of previous marketing
communications with that prospect,
such as what messages were sent, how
frequently they were sent, and which
search terms brought that prospect to
the company website. Instead of quickly
zeroing in on the prospect’s interests
and concerns, the salesperson is forced
to grope around to try and figure out the
person’s pain points.
Integration between a digital marketing
platform and your CRM can provide
improved visibility into a prospect’s
previous interactions with the company’s
marketing campaigns from within various
leading CRM solutions, such as Salesforce
or Microsoft – an environment that

15. PAGE 15
act on it right away. Use multiple
forms of communication to convey
the opportunity, such as sending a
sales alert to the rep’s email inbox,
a sales notification to the CRM
system, and/or a direct push to the
individual sales rep’s lead queue.
• Give sales full visibility into
behavioral activities. Behavioral
data allows that first phone call
to a client or prospect to be much
“warmer.” It’s a nice conversation
starter to say, “I see you’ve
downloaded our budgeting and
planning workbook. Can I help
you put together some planning
figures for your budget for next
year?”To make this happen easily,
the marketing team should make
sure that behavioral data is being
captured across channels and
integrated into the CRM system
that salespeople are using to make
their initial contact.
• Provide marketing templates
for sales to use. Drop marketing-
approved email templates into
the Salesforce user interface so
salespeople can grab them at a
moment’s notice if needed, send
to a prospect and then track the
Enhancing Marketing-Sales Alignment and
Lead Nurturing via a CRM Integration
View the video >>>
results.The easy accessibility will
build goodwill, help assure unified
messaging across departments,
and take advantage of your digital
marketing platform’s superior
deliverability.

16. 7
PAGE 16
Use Predictive Analytics To Boost
Campaign Performance
Big data is all the rage right now, with
lots of differing viewpoint on exactly
what the term means. But no matter
how you define it, there’s no debating
that marketers have access to more
customer and prospect information
than ever, with new communication
channels emerging each year and
technologies bridging the gap
between offline and online behaviors
across devices.
Capturing this data across channels and
devices is critical. But once you have this
data, the massive volume can become
paralyzing rather than empowering.
How can you take this tsunami of
information and turn it into something
actionable that you can use to deliver
the right message at the right time to
each individual in your database?
Let’s say you’re noticing an uptick in the
number of opt-outs.Through a predictive
analytics integration, you could gain
insights on aggregate patterns within
your database. Does a lack of email clicks
within 60 days signal trouble, or is it only
after 120 days of inactivity that a contact
is significantly more likely to opt out? Or,
if a customer stops opening your emails
but continues to interact with you via
SMS, at what point should you contact
that person to inquire about changing
communication preferences?
Depending on the answers, you might
decide to set up an inactivation scoring
model that wouldreduce a contact’s
score significantlyifhe or she went four
months without opening an email, perhaps
dropping that contact into a reactivation
program designedto re-engage them.Or,
HowAn Integrated PlatformCan Help
Integrating with a technology company
that specializes in business intelligence or
predictive analytics can help ensure that
your deep data-driven knowledge of your
customers and prospects translates to
lifecycle-centered campaigns that increase
engagement levels and drive revenue.
These business intelligence platforms
predict a set of outcomes based on
measured variables, assumptions and
inputs, working in the background to
understand how different microsegments
have responded to different marketing
actions – and how they will react in the
future. Marketers can then use these
learnings to determine how much to
spend, who to target, how to differentiate
offers, and how to contact customers
over time.

17. PAGE 17
youmightsetup“if/then”rulesetsthat
wouldsendacontactdowna“changeyour
communicationpreferences”messaging
trackifshestoppedinteractingwithyouin
one channelbutcontinuedonanother.
QuickTips
• Create a centralized database. Seek
a360-degreeviewofyourcustomers
andprospects.Mergethoselists,
implementprogressiveprofiling,turn
onWebtrackingandbuildintegrations
–anythingyoucandotocapture
behaviorsandinterestscross-channel
andcross-device.Themoredatayou
have,themoretrendsyoucandiscover.
• Think lifecycle. Aggregate data
may reveal new insights about your
customers’ and prospects’ needs.
Think about the typical journey your
contacts take during their relationship
with you, and what content you could
provide that would deepen their
engagement at different stages during
their journey. It’s likely they’ll be
looking for different types of content
from you at different times.After
all, the hot chocolate you crave on a
freezing cold day probably wouldn’t
be nearly as appealing on a balmy
summer afternoon six months later.
Using Predictive Analytics &
Data Management Tools
View the video >>>
• Look at the marketing-sales
relationship in new ways. How might
theorder, combination andfrequencyof
marketing touches impact sales? How
does theeffect oftheseinteractions
decay over time?Anddoes interaction
withcertain pieces ofcontent designate
astronger level ofengagement than
others?Questions likethesecan help
youoptimizeyour marketing initiatives.

18. PAGE 18
Conclusion
“What are the spaces that diversify, expand
your possibility space, give you more tools and
more spare parts?” asksSteven B.Johnson,
best-selling author of Where IdeasCome
From, in many of his keynotes.The answer, he
discovered, frequently involves collaboration
across disciplines and platforms.
Thesametenetsapplytothemarketingworld.
Ifyouwanttoserveupthehighlyrelevant,
personalcontenttoday’scustomersandprospects
expect,you’vegottouseeverytoolinthe
marketingtoolbox–and,sometimes,addafew
compartmentstopullfrom.Tappingthepower
ofintegrationsisoneofthebestwaystoexpand
yourpossibilities,increasethemarketingstrategies
atyourdisposalanddeliverahigherreturnon
relationshipforeachpersoninyourdatabase.
Whether you’re looking to capture critical
behaviors, gain new insights into the minds
of your customers and prospects, or discover
innovative ways to deliver exactly the content
your buyers are looking for at the exact moment
they want it, an integrated marketing platform
can help you raise your game.
Footnotes
1-SeeWhy,“TheScienceofShoppingCart
Abandonment,”2011
Additional Resources
White Paper and ebooks
1)AbandonmentIssues:TurningLostTurning
LostCarts,IncompleteFormsandInterrupted
BrowseSessionsintoRevenue!
2)“LettheBuyer BeYourGuide:Leveraging
Buyer Behavior inaMultichannelWorld”
3)“AlmostEverythingYouWantedtoKnowAbout
EmailMarketing”
4)“Know theScore:TheUltimateGuideto
ScoringProspectsandLeads”
5)“MarketingAutomationebook:BestPractices
for MarketingExcellenceandOperational
Efficiency”
Webinars /Slideshares
1)“WhereBigDataandRetailMarketingMeet–
MakingDataActionableinYourOrganization”
2)“Automation:RedefiningMarketing’sGame
Plan”
3)“Shazam’s Killer ‘RevenueApp’:Combining
User Behavior andEmail Marketing”
4)“Don’tLetaGoodShoppingCartGetAway:
Tips for Remarketing withEmail”
5)“BrowseAbandonment Remarketing”
Blogs
1)“Behavioral Marketing:What It Is andWhyIt’s
So Exciting”
2)“Post-PurchaseEmailsThat Drive Higher
Revenue, Engagement”
3)“GuestQ&A:AgiloneonOptimization,Smart
Data andMultichannel Marketing”
4)“Social Measurement from Demandto
Revenue”
5)“3Ways Behavioral Marketing ImprovesSales
andMarketingAlignment”
Videos & Demos
1)“Behavioral Marketing Defined”
2)“Moving fromOne-OffEmailCampaigns to
Behavior-DrivenSeries orTracks”
3)“What to Expect in 2013: Big Data”
4)“Re-EngageInactiveSubscribers”
5)“Silverpop andSalesforceDemo”

19. PAGE 19
Silverpop Partners
FollowingisapartiallistofSilverpoppartners.Forafulllistof partners,includingdatamanagement,Webconferencing, event management
and more,visittheSilverpopPartnerspage.
Content Management
AdobeExperienceManager
EPiServer
E-Commerce /WebAnalytics
AdobeAnalytics
Barilliance
Coremetrics
Invodo
Magento
Revtrax
SeeWhy
Webtrends
Windsor Circle
Silverpop’s digital marketing automation platform was designed to make it simple
to build hyper-personalized campaigns, creating individualized experiences for every
relationship.Watch our demo to see our product in action, and contact Silverpop to
see how we can help you accomplish your marketing goals for 2013.
CRM
MicrosoftDynamics
NetSuite
Salesforce.com
Recommendations, Ratings &
Reviews
Baynote
Bazaarvoice
Certona
Testing &Optimization
8Seconds
AdobeTarget
Business Intelligence /
PredictiveAnalytics
Agilone
AnalyticsIQ