For A Fact. For A Fact. Strategy & Consulting based on Facts.

For A Fact Strategy & Consulting based on Facts

Arts Karriere Hvad BSS Career & Alumni BSS Execu@ve Kommunika@on RekruBering

Hvad Hvordan

Hvad Hvordan Hvorfor

Start med Hvorfor Start With Why - Simon Sinek TED talk

Hvad er formålet med I dag? Hvorfor Datadrevet marketing? Marketing Automation Inspiration Viden

Edit content in relation to communication Segment of communication Analysis phases Focus areas Sophisticated level Channel Module Visitor to prospect 1 Customer lifetime cycle Customer purchase flow Business processes Automatic flow 2 Automation Segmentation Content Data Blast Profile Persona Behavior Predictive Email Mobil Social Sites Print Sale Prospect to lead 3 Marke@ng Company sales process Work processes Loyalty programs 4 Lead to purchase ready Services @l 10 Content strategy Data analysis Marketing Automation For A Fact www.clickdimensions.com CRM www.forafact.dk

Hvorfor Datadrevet marketing + CRM Arts Karriere BSS Career & Alumni BSS Execu@ve

Faser for kommunikation Website Content Hvor er du? Her er din kunde Programs

Faser for kommunikation Besøgende til prospect Prospect til lead Lead til købsklar

Faser for kommunikation Kundens købsflow/beslutnings proces Besøgende til prospect Virksomhedens salgsproces Prospect til lead Faser Lead til købsklar

Faser for kommunikation Hvis kunden spørger Hvad er mit problem Hvordan løser jeg mit problem Er I den rig@ge for mig? Tiltræk Plej deres interesse Købsklar Besøgende til prospect Prospect til lead Lead til købsklar

Faser for kommunikation Website Hvis kunden spørger Hvad er mit problem Hvordan løser jeg mit problem Er I den rigtige for mig? Så vil de have Undervisning Viden Løsninger og hvilke produkter der er egnet Støtte i beslutningen Hvilket indhold skal deles? Trends 101 læring Hvordan gør jeg guider Hvad er en mulig løsning og hvordan virker den? Hvordan vælger jeg Pris Demo Case studie ROI TCO Besøgende til prospect Prospect til lead Lead til købsklar

Hvornår er Datadrevet marketing bedst? ROI 4,3% conversion rate Automa@on 1,2 % conversion rate 2,8 % conversion rate Segmenta@on Content Data 1:All 1:1 Sophis@cated Level Blast Driven Profile Driven Persona Driven Behavior Driven Predic@ve Messages

Hvad bruges hvor? Blast Profile Persona Behavior Predictive List Templates Marke@nglists Sta@c Dynamic Templates Advance search view New fields om Contact, Lead Dashboards Repots Dynamic content Freemarker JS Segment by Click behavior Workflow Nurture flow Rela@on en@ty Data integra@on 3rd part Real @me behavior CMS portal sync Advance Workflows Advance Nurture flow Data behavior in CRM Easy data analysis A/B split test More templates Subscrip)on center Dashboards Opens, Click, New sign up, Most visit page, ROI RFM model Profile center

EMAIL MARKETING og MARKETING AUTOMATION @l Microsob Dynamics CRM

Hvad kan ClickDimensions? I forhold til Marketing Automtion Indsamle data Eksekverer på data Til det har vi forskellige funktioner Analysere data

ClickDimensions funktioner Email Marke@ng Web Tracking Lead Scoring Nurture Marke@ng SMS Messaging Campaign Tracking Form Capture Surveys Landing Pages Social Discovery Event Management Training & Support

Email types QuickSend Simple Ideal for salespeople Drag & Drop / Block Editors Simple Wizard- driven No HTML involved

Email types Freestyle Editor Medium Very flexible Op@onal ability to edit HTML Custom HTML Advanced 100% control of HTML

Email Send Bulk Send to any combina@on of leads, contacts, accounts and/or marke@ng lists Single Send any template directly from a lead or contact record Workflow Send from any CRM workflow process

Email test

Heatmap

A/B Split test

Dynamisk indhold

SMS 2 forskellige systemer i ClickDimensions men reelt kun 1 ClickDimensions Connectors

SMS Send SMS @l kontaktpersoner, Marke@nglister, Via Workflow

SMS SMS tracking i CRM

Forms

Forms

Forms

Forms

Landingpages

Subscription page

Subscription page

Survey

Survey Survey resultater 1. Hvilken version af Microsoft Dynamics CRM bruger virksomheden pt? Microsoft Dynamics CRM 2011 Online Microsoft Dynamics CRM 2011 On-premise Microsoft Dynamics CRM 2013 Online Microsoft Dynamics CRM 2013 On-premise Microsoft Dynamics CRM 2015 Online Microsoft Dynamics CRM 2015 On-premise Microsoft Dynamics CRM 4.0 Online Microsoft Dynamics CRM 4.0 On-premise CRMUG - spørgeskema Response Response Percent Count 0% 0 28.6% 4 7.1% 1 21.4% 3 14.3% 2 28.6% 4 0% 0 0% 0 Answered questions 14 2. Bruger virksomheden ClickDimensions i dag? Response Response Percent Count Ja 35.7% 5 Nej 64.3% 9 Answered questions 14 3. Sæt kryds ud for alle de funktioner i ClickDimensions, I benytter i dag. Response Response Percent Count Email Marketing 23.5% 4 Event håndtering 5.9% 1 Kampagne tracking 0% 0 Landingsider 17.6% 3 Lead Score 5.9% 1 Nurture program 5.9% 1 SMS 5.9% 1 Social 0% 0 Spørgeskema 11.8% 2 Web Tracking 11.8% 2 Webforms 11.8% 2 Answered questions 17 4. Bruger salgsafdelingen data fra ClickDimensions i deres salgsarbejde? Response Response Percent Count Ja 80% 4 Nej 20% 1 Answered questions 5 5. Hvad vil I gerne vide noget om i ClickDimensions? Response Response Percent Count Email Marketing 12.8% 11 Event håndtering 9.3% 8 Kampagne tracking 10.5% 9 Landingsider 7% 6 Lead Score 7% 6 Nurture program 5.8% 5 SMS 8.1% 7

Adfærdslogging Indsamling af data

Adfærdslogging Sammensæt en 360 profil af din kontakt / lead

Webtracking Anonymous Visitors Identified Organizations Identified Visitors Qualified Visitors ClickDimensions tracks all website visitors and their ac@vity ClickDimensions discovers the organiza@ons from which visitors are browsing Through email link clicks or form captures visitors iden@fy themselves ClickDimensions calls social discovery ClickDimensions links past anonymous browsing Can be new CRM lead or exis@ng CRM lead or contact Through social discovery, form capture, web behavior, lead score, etc. qualified leads become obvious Sales wins opportuni@es more quickly and efficiently Marke@ng measures, refines and improves

Webtracking Anonymous Visitors ClickDimensions tracks all website visitors and their ac@vity Besøgende til prospect Identified Organizations ClickDimensions discovers the organiza@ons from which visitors are browsing Identified Visitors Through email link clicks or form captures visitors iden@fy themselves ClickDimensions calls social discovery ClickDimensions links Prospect til past lead anonymous browsing Can be new CRM lead or exis@ng CRM lead or contact Qualified Visitors Through social discovery, form capture, web behavior, lead score, etc. qualified leads become obvious Sales wins opportuni@es more Lead til quickly købsklar and efficiently Marke@ng measures, refines and improves

Adfærdslogging Muligheder? Kombiner data med andre CRM parametre. Eksempel - Vi kan vise hver account manager en visning af deres egne kontakter, opdelt eber adfærdsmæssige data, indsamlet på e- mail marke@ng kampagner. Vi kan @lpasse det @l kundens livscyklus data og fremhæve de mest ak@ve kontakter fra poten@elle kunder, som har en åben salgsmulighed i CRM.

Adfærdslogging Kort eksempel

Adfærdslogging Kort eksempel

Adfærdslogging Uendelige muligheder med data i CRM Latest Email Link Click Total Number of Link Clicks Latest Page View Total Number of Page Views

Social discovery Sammensæt en 360 profil af din kontakt / lead

Lead score Hvert besøg, klik, download, @lmelding m.m. giver point

Lead score I kan se samlet score på Kontakter, Leads

Campaigns

Campaigns Med standart CRM bliver kampagne svar ikke gemt i CRM Manuel opgave at oprebe @lmeldinger Seminar / Event invita@oner Overblik? Form @lmeldinger ekstern database, Excel ark, manuel indtastning

Campaigns Marke@ng Automa@on system gemmer automa@sk kampagne respons i CRM

Campaigns Marke@ng Automa@on system gemmer automa@sk kampagne respons i CRM

Adfærdslogging Eksekverer på data

Socail sharing Social sharing er deling af jeres indhold

Socail engagement

Nurture programs Nurture flow en serie af hændelser. I vil forsøge at påvirke, fastholde, informere m.m. Velkomst program Produkt informa@oner Fastholdelse gentegning af licens, abonnement m.m. Win back /Churn strategi Dynamics Workflow Trigger baseret Note: Nurture når løbende ak@vitet uden dato mål Workflow @l ak@vitet frem @l en dato

Campaign Automation builder

Campaign flows

Transac@onal Service Email Common examples of transac@onal emails: Welcome message / Account opening Shipment tracking and order status Order shipment confirma@on Account termina@on Payment confirma@on Invoice Marke@ng Batch Rela@on 1:1 1:All (Aime for 1:1) Convert Transac@onal emails to Opt- in flows Brand/Informa@onal No@fica@on Trigger Alert Common examples of no@fica@on emails: Gemng in touch a few days aber registra@on Congratula@ons aber a status change (first purchase, subscrip@on...) Birthday email Shopping Cart Abandonment email Goods back in stock Discounts on recently browsed products Gree@ngs aber a purchase Feedback request aber a purchase (product, service...) Email following up a purchase and proposing other items Series of gree@ng messages and/or hands- on account management messages Etc. Social Loyalty programs 1:All 1:1 1:x Opt- in (Yes) Yes Yes Yes Yes Unsubscribe link (Yes) Yes Yes Yes Yes Type of Communica@on? Order confirma@on Shipping Service pick up Sa@sfac@on surveys NewsleBer Weekly Ad Local and Na@onal events Birthday New mover Purchase triggers Pre- orders Programs news Program benefits Program rewards Cer@ficates For A Fact Email permissions

Email permissions Ak@v kontra passiv accept? Dine accepter SKAL være ak@ve Dobbelt opt- in eller ej? Du er ikke forpligtet @l at kræve dobbelt opt- in. Loven og Facebooks retningslinjer er ikke det samme! Du er ikke forpligtet @l at kræve dobbelt opt- in. Hvad hvis jeg bryder reglerne? en bøde pa 100 kroner per uopfordrede mail (eller SMS), dog minimum 10.000 kroner. DeBe forudsæber dog at: - Du bliver meldt - Forbrugerombudsmanden tager sagen op - Forbrugerombudsmanden kører sagen - Og poli@et istemmer sig Forbrugerombudsmandens anbefaling

Email permissions

For A Fact Strategy & Consulting based on Facts