“Unlike vendors that moved from the back to the front of the glass, Salesforce already has marketing, sales and service clouds. Historically, it relied on partners for commerce, but direct commerce capabilities could bring a well-rounded solution and drive competitors to make similar moves.But, if past is prologue, don’t assume 1 + 1 equals 3, or even 2; or cloud plus cloud equals full coverage. A key complaint among marketers is the level of support needed from systems integrators or internal IT to make commerce and marketing solutions from the same vendor work together as promised.Marketers often struggle to wrangle internal or external technology resources to support integration or implementation or they fail to factor that into their budget or timeline. It’s a key reason many opt for a best-of-breed approach.”
Livefyre has been acquired by Adobe, which was confirmed by Livefyre’s chief executive Jordan Kretchmer. Adobe plans to integrate the content curation and audience engagement service into its Experience Manager offering and also make it part of its Marketing Cloud. Financial terms of the deal were not immediately disclosed and it’s expected to close within the next few weeks.
Our look at the latest trends in digital media and technology and how they will impact marketing this year At the start of each year, there is always a lot. Marketing topic(s):Marketing innovation. Advice by Dave Chaffey.
“Data-driven and targeted email marketing can exponentially increase return on investment, yet many marketers still rely on email lists instead of databases and have not fully integrated data into their campaigns.”
“Salesforce is announcing new analytics functions within the Salesforce Marketing Cloud that can help organizations by leveraging machine learning and data science to score and segment customers in real-time. This lets marketers provide each individual customer with the right campaign at the right time to increase engagement.Salesforce is providing these new features by baking predictive analytics directly into a new offering called Marketing Cloud Predictive Journey that includes two capabilities -- Predictive Scores and Predictive Audiences.The software does this with two sets of features. First, the Predictive Score applies machine learning and data science to each customer, making predictions on how likely that person is to open an email, click on an offer, unsubscribe from the mailing list, or make a purchase. Based on that, each customer is assigned a score. For marketers who want to go deeper, Salesforce's Predictive Score enables views into what makes customers likely or unlikely to buy.”
Onboarding is one of the most critical phases of the customer lifecycle. It sets the tone for the relationship, and done effectively, helps your customers quickly gain value from your products or services. Sounds simple, right? It’s important to remember that every customer is unique. Each will have different preferences, learning styles and senses of urgency. Some will prefer video...others learn from text tutorials. Some will be eager to consume content...a few need a bit of prodding. As with all good marketing, a one-size-fits-all-approach isn’t the answer. Welcome to Salesforce, Let’s Get Started An average of 8,000 times a quarter, Salesforce is in the fortunate position to onboard new customers. We love every contract that gets signed--and are committed to getting every customer off to a good start. Enter our Success Services team! Success Services delivers programs, technology and strategy to encourage businesses to become customers for life. Their mission is to help every customer effectively adopt and get maximum value from their investment in Salesforce solutions. While the team has always strived to get customers up-and-running as effectively as possible, it was difficult to do at scale. Full disclosure: They had a hard time personalizing content for each customer and it was tough to track if and how content was being consumed. Then they took a page from their customers’ playbook and adopted some technology of their own. Marketing Cloud. Onboarding at Scale As a first step, the Success Services team established a few primary goals: Orient customers to available training resources, deliver timely, personalized assets to help them be successful, and provide outreach to assist customers who were not finding success through self-service materials. Next, they catalogued all assets such as webinars, videos, in-app tutorials, and documentation--and then developed a strategy for cadence and communications copy. They then used Journey Builder to plan and personalize how and when each interaction would be delivered through Marketing Cloud. Data Enables Personalization To determine who should receive the initial communications at each organization, Marketing Cloud pulls data from each new customer’s record in Sales Cloud. It also captures the name of the account executive who worked on the deal. The preliminary customer contact is typically the Salesforce Admin. Shortly after the contract is signed, they receive a Welcome Email with two calls to action: Sign-up for the Welcome to Salesforce Webinar, and click to join the Success Community where they can engage with other customers. To give the email a familiar feel, the send name is configured to come from their account executive. Engagement Drives Next Step What happens next--and hereafter in the journey--depends on how recipients engage with the Welcome Email and each subsequent communication. For example, if they attend the most recently recommended webinar, we’ll follow up with the next webinar in the series. If they didn’t attend, we’ll customize the message to encourage them to do so. Throughout the weeks following the Welcome Email, new customers will continue to receive a series of emails pointing them to increasingly advanced webinars, as well as resources like videos and walkthroughs. Each communication is analyzed to determine whether the customer took the recommended action. If they are engaged with the content and their deployment is going well, these newer customers continue hearing from our Success Services team in this way for a month or until they are up and running successfully on Salesforce. Eventually they are put on a journey to expand their use of our products and solutions. If we detect low engagement, as well as low usage patterns with their Salesforce solution, they’re sent on a different journey. If this doesn’t rectify the issue, a case is auto-created and assigned to a Salesforce Success Expert who reaches out to help. It’s a great example of pairing sales, marketing and usage data to quickly triage a customer in distress. Results Benefit Everyone Though it’s relatively new, the customer onboarding program has seen amazing results. Over 20,000 customers have been taken on personalized journeys, and emails across the journeys average an amazing 61% open rate. Learn More in an Interactive Webinar Interested in learning more? Register today for How Salesforce Uses Marketing Cloud for Customer Onboarding. On March 10th at 12:00-1:00 PST, you’ll hear more details from the team that made it a success, and have the opportunity discover how you can attain similar results.
Via Riaz Khan
Consider the whole customer lifecycle to boost conversions and retention It's no secret that engaging your customers is crucial to achieving continued sales, and it's also well known that it is usually far easier and costs less to get repeat business from existing customers than it is to acquire new ones from scratch. Customer relationship management (CRM) is well established as a process to try to achieve this, but this 'relationship' begins today with the first contact with the customer when they are simply a contact or prospect. With the advent of Marketing Automation, it's become common to consider contact strategy to engage audiences through email, personalisation, social media and traditional channels through an entire lifecycle of all contacts and contacts. The McKinsey consumer decision is one example of this lifecycle This renewed focus by marketers on prospect and customer engagement, conversion and retention has led to the appearance of a new phrase in the digital marketing lexicon: Customer lifecycle marketing, or sometimes just lifecycle marketing. Pushed as a term to explain their services by the CRM provider Infusionsoft, customer lifecycle marketing promises to help you to design a marketing plan to attract customers, grow sales and deliver great experiences. They break it down into three stages: 'attract', 'sell', 'wow'. We think Infusionsoft's customer lifecycle model is great for thinking about the value of your customers over longer periods, rather than reducing everything down to a simple conversion of each contact, it is often quite light on details such as what exactly the different steps entail. We're not complaining - Infusionsoft are a great CRM - we should know, we use them! - we just think we can add some additional insights. Defining contacts in lifecycle email marketing In reality, lifecycle communication involves a huge number of touch points across the customer journey to achieve different goals with different types of emails, as shown by this visual from Kath Pay, consultant at Holistic Email Marketing. Looking at the potential of the full lifecycle above shows that it's important to 'mind the gap', to review all contacts and to think where you can use new types of comms or improve existing ones. Kath covers best practices for these in our new resource to help businesses improve their lifecycle marketing. Download Expert Member resource – Advanced Lifecycle Email Marketing Guide A best practices briefing for high email volume businesses to take their email marketing to the next level. This guide is aimed at managers responsible for growing online revenue by integrating different communications channels in larger organisations or businesses that are already fairly sophisticated in their email marketing. Access the Advanced Lifecycle Email Marketing Guide The chart below also shows how different channels can be utilised across different stages of the buyer's journey. Critical to consider when formulating a lifecycle marketing plan. Defining lifecycle marketing Lifecycle marketing, as its name suggests, involves studying the whole customer journey in an integrated way, from first contact to customer relationship management rather than narrowly focusing on a given campaign, channel or metric. Instead of focusing on separate campaigns, you should use an 'always-on' approach to marketing look as your customer's entire journey, across all devices and channels, and optimise your messaging to align with the various touch points along that journey. Because lifecycle marketing works across platforms, it is key the different teams running different aspects of your marketing can collaborate and all pull in the same direction when applying a lifecycle marketing strategy. To start with, everyone needs to be on the same page and understand exactly what customer lifecycle marketing entails. Below are some definitions of lifecycle marketing from different departments/business types. Email Marketing: "Lifecycle marketing intergrates your ecommerce and email databases to generate highly personlised messages for your customers" - Kath Pay, Email Marketing Expert CRM: "Customer life cycle is a term used to describe the progression of steps a customer goes through when considering, purchasing, using, and maintaining loyalty to a product or service" - Margaret Rouse, Tech Target Academic: The customer life cycle describes the points in the continuum where you: 1) Claim someones attention. 2) Bring them into your sphere of influence. 3) Turn them into a registered and/or paying customer. 4) Keep them as a customer. 5) Turn them into a company advocate. - Sterne and Cutler, aurthors of the paper introducing the concept of the customer lifecycle back in 2000 Ecommerce: "Customer lifecycle marketing (CLM) is an approach to customer communication that recognises that different stages on the journey to becoming a loyal, active customer require different marketing messages and strategies." - Ometria, Ecommerce analyitics software Personalisation The definitions differ slightly from one another because of the different angles the various writers have attacked the problem from. However, almost all point to some form of personalisation being key to effective customer lifecycle marketing. This it crucial to get right, as effective personalisation brings a host of benefits which can help you increase sales and retention, which after all are the objects of any customer lifecycle marketing plan. One key benefit of personalising messages is that it recognises the customers as individuals. By marketing one way to prospects, another way to those that have already purchased a product and another way to long-term, high-value customers you can make your marketing messages far more compelling and effective. Customers will also appreciate the personal touch, and you'll stop them driving them away by bombarding them with messages which aren't relevant to them. A second key benefit of personalising messages via a customer lifecycle model is that they can align with the point in the lifecycle that the potential customer is currently in. Marketing messages from the brand which recognise where the customers are in their individual lifecycles and thus can tailor messages much more effectively. Taking a SaaS business as an example, it's no good asking someone who has just signed up to a mailing list to find out more to buy your ultra-premium business level product straight away, and similarly its probably not worth trying to push customers that have shown interest in the high level business product towards your free basic trail option. Email Marketing Customer lifecycle marketing applies to all areas of marketing, but it is particularly important to consider email marketing, because email offers a unique ability to contact your customers at given moments with personalised messages. When done correctly, personalised email messages combine all kinds of data to deliver mails which are extremely relevant and useful to the customer. Below is an example of a personalised email right done right. It's important to consider how you can optimise your email messaging at certain key touchpoints across the customer journey, and therefore taking a step back and looking the whole customer journey is a must. For more information on applying customer lifecycle marketing techniques to your email marketing campaigns, check out our new guide.
Today I’m in New York where I’ll be speaking at AdExchanger’s Industry Preview conference. The theme of the conference is “what to expect in the next 12 months for digital marketing technology,” so, I thought it would be beneficial to recap some of the accomplishments we achieved together over the
Oracle announced it has enhanced its Oracle Marketing Cloud to help marketers connect with increasingly digital-savvy customers. These innovations are part of a growing platform war among the various marketing cloud players, including Salesforce, Adobe, Marketo, and Demandbase.
“Customer Think 5 stages of maturity in marketing technology categories Customer Think An example today is the content marketing category, which has well-defined subcategories for content curation, content distribution, and content lifecycle...”
“AgilOne, a vendor competing with the likes of Salesforce, Adobe, and Oracle in the Marketing Cloud space, is announcing several new features. Most interesting of these is the capability to predict future customer lifetime value (LTV) across channels.Predictive capabilities are getting hotter in both the B2B and B2C worlds, as vendors compete to meet the need for better personalization and targeting capabilities. However, many vendors rely on data from a single channel to accomplish this, whereas AgilOne uses data from across channels. AgilOne is able to make predictions based on a broader dataset that includes both on- and off-line data.The company says this process of “supervised learning” starts with over 100 primary variables from across channels, including orders in the past 100 days, recent email open rate, click ratio, and average order value. Using statistical analysis, customers can then be segmented in many ways, including by predicted LTV (pLTV).”
Sharing your scoops to your social media accounts is a must to distribute your curated content. Not only will it drive traffic and leads through your content, but it will help show your expertise with your followers.
How to integrate my topics' content to my website?
Integrating your curated content to your website or blog will allow you to increase your website visitors’ engagement, boost SEO and acquire new visitors. By redirecting your social media traffic to your website, Scoop.it will also help you generate more qualified traffic and leads from your curation work.
Distributing your curated content through a newsletter is a great way to nurture and engage your email subscribers will developing your traffic and visibility.
Creating engaging newsletters with your curated content is really easy.