Behavioral Marketing

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Nussey Bill. Behavioral Marketing

FOREWORD

ACKNOWLEDGMENTS

THE BEHAVIORAL MARKETING MANIFESTO

PART ONE. GETTING STARTED WITH BEHAVIORAL MARKETING

1. BEHAVIORAL MARKETING. MORE SOPHISTICATED AUDIENCES, SMARTER TACTICS, AND DEEPER PERSONALIZATION FOR ALL

Dave Who?

Why Behavioral Marketing?

Definitions We Should Cover Upfront

Behavioral Marketing Campaigns You've Seen in Everyday Life

Relevance Trumps Privacy under 35 – Every. Single. Time

Conclusion

2. WHERE ARE YOU ON THE BEHAVIORAL MARKETING SPECTRUM?

Defining Your Now

Tackling Channels One at a Time

Building Your Behavioral Marketing Quotient

What About Your Organization?

Technology Is Absolutely Your Friend

Conclusion

3. GEARING UP FOR BEHAVIORAL MARKETING. THE ROLES, PEOPLE, AND SYSTEMS NEEDED TO WIN

Roles, Job Titles, and Getting Things Done

The Art and the Science of Marketing

Hiring for Potential

And Finally, Your Technology Stack

PART TWO. PUTTING BEHAVIORAL MARKETING INTO ACTION

4. PACING YOURSELF. BEHAVIORAL MARKETING AT THE SPEED OF BUSINESS

Taking on Behavioral Marketing at Any Role

At the Speed of Business

5. BRINGING BEHAVIORAL MARKETING TO LIFE IN THE REAL WORLD

The “Next Six” Methodology

Reasons We Fail

6. UPPING YOUR CONTENT GAME. EDUCATING CUSTOMERS THROUGHOUT THE ENTIRE CYCLE

Prospect Nurturing

Retention/Loyalty

Postpurchase Content

So Whose Job Is It?

Conclusion

7. CUSTOMER JOURNEY MAPPING. PUTTING YOURSELF IN THE CUSTOMER'S SHOES

The Current State of Customer Journey Mapping

Starting with the Big Three

Four Steps to Greatness

8. CHANNEL-LEVEL PLANNING. DELIVERING INSANE RELEVANCE EVERY TIME

Email

Direct Mail

Sales

Call Center

Social Networks

Mobile Applications

9. DATA CAPTURE AND HYGIENE. YOU'RE ONLY AS GOOD AS YOUR DATABASE

Science versus Art

Why You? Why Now?

Data at the Speed of Business

Hygiene or Capture First?

Five Key Tactics

Conclusion

10. CAMPAIGN CREATION. SEGMENTS, LOGIC, AND AUTOMATION ARE YOUR FRIENDS, AND GREAT CREATIVE MATTERS MORE THAN EVER

Segments Matter

Logic, Queries, and Data, Oh My

Automating for Epic Scale

Great Creative Matters More Than Ever

11. BEHAVIORS AND MOBILE. YES, IT'S RADICALLY DIFFERENT THAN EVERY OTHER CHANNEL

The History of Serious Mobile

Email versus SMS versus Apps

The Fragmentation of Communication Itself

Conclusion

12. MEASUREMENT AND OPTIMIZATION. CREATING A FRAMEWORK AND MOVING YOUR OWN GOALPOSTS

Mixing the Right Channels

Five Deeper Views

Being Your Own Harshest Critic

Scoring: The Holy Grail of Objective Measurement

Conclusion

PART THREE. SUCCESS BEYOND THE BEHAVIORAL MARKETING BASICS

13. IT'S ALL ABOUT THE TEAM. STAFFING THE RIGHT PLAYERS TO SUCCEED

The Marketer Persona

Two Key Traits: Potential and Grit

Making Great Marketing Managers

14. MANAGING UPWARDS. SOCIALIZE IF YOU MUST, PROVE RESULTS EVERY TIME

Seeing the Tree among the Forest

Where to Begin When You're Alone

Plan Less, Experiment More, and Document Everything

Knowing You've Won or Lost

Conclusion

15. BEST FRIEND BRANDS. BECOMING INDISPENSABLE TO YOUR CUSTOMER

My Best Friend Brands

Conclusion

16. RIDING THE WAVE. CAREER SUCCESS POWERED BY BEHAVIORAL MARKETING

A Dude Named Rand

Your Personal Brand

It's All About the Benjamins

And Finally, Getting Yourself Promoted

17. CLOSING THOUGHTS AND THE POWER OF ACTIONS

INDEX

Отрывок из книги

There is a customer revolution underway.

Buyers today have more information, more access, and more choice than anytime in history. The battleground for customer loyalty has shifted from features, prices, and transactions toward the new landscape of long-term relationships and customer experience. Best-in-class companies like Apple and Lexus have rewritten the rules of customer relationships by leveraging every touch point and every interaction to create a convenient, fun, and even meaningful experience. They have embraced the customer revolution, and they are raising the bar for the rest of us.

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In 2006, our business was thriving. Email marketing was one of the hottest growth areas for marketers. So it surprised Silverpop's board of directors somewhat when I approached them with the idea that winning in email marketing might not be winning at all. Even back then, email marketing was starting to be overdone. It had been so successful for marketers that inboxes were getting flooded and buyers and customers were turning away from the channel. I told the board that it was the ideal time for us to evolve and cast a more differentiated vision.

We spent the following few quarters seeking out the next big thing. We looked at mobile, content management, and even deeper analytics, but along the way, we stumbled into what became a central part of our future: business-to-business (B2B) marketing automation. As our strategy thinkers were looking into their long-term crystal balls, our sales team was looking for some practical, near-term solutions to better manage leads.

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