It Is the Age of CDPs

Source: https://postfunnel.com/it-is-the-age-of-cdps/

Customer data platforms (CDPs) are standalone applications that convert leads as quickly as possible. With CDPs, marketers gain a clear picture of how many times and at which intervals specific prospects should see ad campaigns and promotions.

By leveraging CDPs efficiently, you can organize leads based on attributes like buyer persona, relevance, quality score, and life cycle stage, and see which channels best serve customers’ evolving needs. These details offer end-to-end visibility that help craft a highly-optimized marketing strategy and bring customers into the fold.

Industry leaders have noted that CDPs help marketers accomplish four objectives—building a unified system to hold all customer data, actions, and experiences; facilitating the analysis of data that helps organizations understand and improve the customer experience; making it easier to design, execute, and track initiatives that maximize customer lifetime value; and giving marketers greater autonomy to own, understand, and affect the customer experience with minimal reliance on IT or other technical resources.

In the words of Eric Davies, CMO of Interana, “The pros of CDPs are that they’re great for quickly addressing a lot of the basic data needs of a marketing team. The cons are that as soon as teams need to ask new questions and explore their data in an ad hoc manner, many CDPs are limited by the types of events they capture and the timeframe of the data they cover.”

Still, there is no greater competitive advantage than the ability to provide customers with a better experience, and the best way to do that is to know the customers better than your competitors do.

“Bleacher Report found the most engaged and successful users were following a specific sports team, and, with further insight and analytics, discovered that if a new customer followed three teams on the first day, they would most likely become a long-term, engaged user,” Davies said. “With these findings in mind, Bleacher Report redesigned their customer onboarding experience to encourage new users to follow teams, which increased their long-term engagement by 60%.”

It’s All About the Data

Philip Smolin, chief strategy officer of Amobee, said that the convergence of TV, digital, and social is the future of advertising, and orchestrating the consumer journey across all channels will increase in importance.

“The holy grail for brands is a path to a single view of the consumer and there is a demand for technologies that enable this—hence the new buzz around CDPs. CDPs and DMPs have areas of overlap but they also solve very different problems, both of which are important to the brand,” he said. “CDPs primarily operate as an extension to CRM systems by providing turnkey connectivity to other PII-based marketing activation platforms. In this way, CDP is optimized for talking to the customers you already have.”

Samantha Bonanno, marketing analyst for Capterra, believes that more than ever before, this will be the year of data.

“Businesses have been investing in data analytics, which means they already have all the information they need to make data-driven, informed decisions about business and marketing strategies,” she said. “What’s key here is how you can use that data to build marketing personas.”

The best way to do that is by constructing personas based on what you know about your customers—geography, age, professional title, or where they first made contact with your business.

“By leveraging the data you have from your actual customer base, you empower yourself to execute and measure your strategies based on those customized personas,” Bonanno said.

The better you can aggregate customer data and the touchpoints or interactions with them, the more holistic view of the customer you’re able to build up, said FloQast CMO Wynn White.

“This lets you truly segment your customers at deeper, more granular levels—beyond simple cookie cutter personas,” he said. “Customer data platforms offer the capability to micro-target solutions and offerings based on known behavior. In this case, the adage of knowing your customer holds the promise of paying off with more effective campaigns and programs.”

Founder of Seattle-based B2B marketing agency PlanBeyond, Laura Troyani said that one of the biggest values CDPs can offer is bringing a strategic, metrics-driven lens to content marketing.

“Frequently marketers will develop content—anything from whitepapers and blog posts to even an entire website—with internally-created personas,” she said. “The trouble is that those personas are often built on gut and supposition, and less frequently on statistics-based segmentation. CDPs can help take the ‘gut’ out of persona development.”

Matt Buder Shapiro, co-founder and CMO of MedPilot, explained that the rise of the CDP has been a revolutionary development for marketers.

“We are far from the ‘Mad Men’ era of marketing, and leveraging data has become absolutely essential,” he said. “Even as it became clear that data was critical to drive efficient marketing campaigns, marketers were still forced to pull information from many different sources. CDPs’ ability to bring together all customer data into a single record allows marketers to manage and deploy multichannel campaigns with ease.”

Having such a wealth of data will enable marketers to better predict customer behavior, increase conversions, and drive up revenue. This transparency will force marketers to deliver better results for their clients. A unified system pulling data from all sorts of places including website engagement, mobile apps, social media and more, translates into the ability to create a true picture of who customers are and what they want.

The post It Is the Age of CDPs appeared first on Post Funnel.

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NEWS // New Representation: Tea & Water Pictures

Source: http://focus52.blogspot.com/2018/06/news-new-representation-tea-water.html

I’m pleased to announce that I am now represented by Tea & Water Pictures in New York, London and Beijing. They are an exciting agency that have a some great production experience and a team with really diverse but complimentary backgrounds, so I’m excited to see what we can achieve together over the next few years!

They’ve also done a little interview with me which, if you’re interested, you can read here 

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NEWS // New Representation: Tea & Water Pictures

Source: http://focus52.blogspot.com/2018/06/news-new-representation-tea-water.html

I’m pleased to announce that I am now represented by Tea & Water Pictures in New York, London and Beijing. They are an exciting agency that have a some great production experience and a team with really diverse but complimentary backgrounds, so I’m excited to see what we can achieve together over the next few years!

They’ve also done a little interview with me which, if you’re interested, you can read here 

Read more

NEWS // New Representation: Tea & Water Pictures

Source: http://focus52.blogspot.com/2018/06/news-new-representation-tea-water.html

I’m pleased to announce that I am now represented by Tea & Water Pictures in New York, London and Beijing. They are an exciting agency that have a some great production experience and a team with really diverse but complimentary backgrounds, so I’m excited to see what we can achieve together over the next few years!

They’ve also done a little interview with me which, if you’re interested, you can read here 

Read more

NEWS // New Representation: Tea & Water Pictures

Source: http://focus52.blogspot.com/2018/06/news-new-representation-tea-water.html

I’m pleased to announce that I am now represented by Tea & Water Pictures in New York, London and Beijing. They are an exciting agency that have a some great production experience and a team with really diverse but complimentary backgrounds, so I’m excited to see what we can achieve together over the next few years!

They’ve also done a little interview with me which, if you’re interested, you can read here 

Read more

Webinar Series: Enabling Business Agility – DevOps for the Enterprise

Source: https://aws.amazon.com/campaigns/emea-devops/

Amazon Web Services (AWS) provides a flexible environment that facilitated the successes of organizations like Netflix, Airbnb, Etsy, and many others that embraced DevOps. This series of webinars deconstructs the elements of DevOps that made those success stories and provides best practices and practical examples on how to get started on DevOps with AWS, regardless of the size of your organization.

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5 Festive Tips to Celebrate Your Customers’ Birthdays

Source: https://postfunnel.com/5-festive-tips-to-celebrate-your-customers-birthdays/

After perfecting the welcome email stream that builds rock-solid relationships with clients, it’s time to talk about the easiest possible way to further connect with your customers– the birthday emails. This is when friends and family shower them with attention and there is no reason you shouldn’t join the party. Any excuse to talk to a user on a personal level shouldn’t go unnoticed, so take advantage of the birthday triggered email.

While the user is happy for greetings (who doesn’t want a nice shout-out?), they are expecting a present, so don’t forget to include a decent offer. I’m often shocked to see marketers forget a big call-to-action. Your offer is the main point of the email so make sure it’s super clear. While it is now commonplace to include a fun animated gif to celebrate their birthday, don’t let that distract from your objective. Keep the main offer and CTA “above the fold” so the user doesn’t have to scroll down to see what they’ll receive. Quick pro-tip: use alt-tags to highlight the offer in case images aren’t automatically downloaded (and to comply with ADA standards).

Let’s drill down to more profound tips for delivering a successful birthday email:

Succinct copy – Embrace the short and sweet but seize the chance to have fun and really push your brand identity. This email is all about celebration, so go crazy. Add a recommended products or bestsellers section right before the footer. While the main message is a birthday wish, quickly show them products most likely to pique their interest with “hand-picked” suggestions.

Keep it personal – Make sure the message is personal. The point is to wish them a happy birthday. In real life, this is the equivalent of looking a person in the eyes when you give them a birthday wish. Go back to the basics and use their name. This old trick never gets old – Happy Birthday [%FirstName%]. Customers will notice the small touches.

Use gamification – This is a birthday, so why not throw in some party games? Reveal and other kinetic elements that display the offer get the users into the spirit. Reveal is a component that layers an animation on top of the offer to give a sneak peek into their gift. Include copy such as, “Click here to see your special offer,” so that when they click on the animation, the offer appears.

Create urgency – While offers are a great start, create a sense of urgency to make sure users take advantage. Note: countdown timers are the most successful under 48 hours, but feel free to give the user another day or so if they need to go into the store. Another idea to express urgency and allow for more time is through a decreasing offer. After the first two days, a lower offer appears to keep the excitement momentum. A little FOMO can really help here.

Have fun with it – There is no reason to stop the fun at just one birthday email. Take the opportunity to make a stream for your users. Use the month for birthday celebrations. Perhaps include special offers or available products during the birthday month. Create a pre-birthday campaign or schedule a post for those who didn’t redeem the offer, “it’s not too late…”

This isn’t the only place we can use these suggestions. Step up your general email game and replicate these concepts for other events like the brand’s birthday, looping the users into your party.

There is only one part left to the birthday email, an important one. Do you even have the user’s birthday information? Create a campaign during the welcome series dedicated to better understanding your user. Up the ante and make it clear. If they share their information, you will give them a present now and on their birthday (Instant gratification always works best). There is no reason you can’t target users who didn’t include their personal details right away. But make it light with a “It could be your birthday today, so here is a present…” message. Use the concepts described above to make this email as exciting as the birthday email itself.

You now have their birthday information and you created a kick-butt campaign. One of the reasons I love these types of triggered emails is that they usually only require light maintenance, and done right, you can update them every 1.5 years. Write a calendar reminder to reexamine your efforts after a year to make sure it’s fresh and on-brand.

There are many other great ideas out there. I would love to hear how you improved your birthday campaigns in the comments below. Now…time to celebrate.

The post 5 Festive Tips to Celebrate Your Customers’ Birthdays appeared first on Post Funnel.

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