SLIDE 1 The new battleground… The secret to customer engagement and prospect engagement.
Findings of a marketing study revealed
SLIDE 2 James Skellington
Formerly with hair and of:
“People make technology valuable.”
Strategic Automation Consultant
linkedin.com/in/jamesskellington
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The modern marketeer
SLIDE 4 “I didn’t become a marketeer for the boring bits”
Adam Oldfield Force24
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The new battleground…
The new battleground…
To create highly personalised, contextual experiences at both digital and human touchpoints.
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Customers are zoning out
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The new battleground…
The problem…
Most marketeers are using, largely, the same tools and metrics in a more demanding and more challenging environment
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Measurement
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Vanity metrics
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The new battleground…
And the biggest brands in the world have started to recognize the power of personalisation…
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SLIDE 13 The new battleground…
Two components of personalization:
- Triggering – when to send
- Personalisation – what to send
SLIDE 14 “You can make more friends in two months by becoming interested in people than you can in two years by trying to get other people interested in you”
Dale Carnegie How to Win Friends and Influence People
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Quality vs Quantity
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Trust, relevance, choice
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The new battleground…
A quick look at our unique insight…
A behind the scenes glimpse into the engagement behavior of over 15 million UK consumers
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The new battleground…
One we can all relate to… booking a holiday!
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Travel
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Pre-booking in detail – High value (B2C retail)
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Communicating your point
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The new battleground…
A few more industries…
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Low value consumer (B2C retail)
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Contracted services
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B2B mid-high value product purchases
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Person vs Persona
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One to one communication
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Email is bait!
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The human argument
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Lead scoring
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One story – in the moment marketing
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Connected by actions and audiences
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The new battleground…
Starting the change
SLIDE 34 The new battleground…
- 1. Cleanse your data
- 2. Segment and personalise where you can
- 3. Campaigns - not mail shots
- 4. Measurement - what does success look like
- 5. Ask questions
- 6. Listen!
- 7. Humanise
- 8. Education never selling
- 9. Tell a story - one chapter at a time
9 Tips every business can follow
SLIDE 35 The new battleground…
Thank you.
James Skellington Strategic Automation Consultant James.Skellington@Force24.co.uk +44 7860 530 997
