20 YEARS OF EMPOWERING USERS OF MARKETING AUTOMATION PLATFORM - Jonathan Wuurman I ACTITO Digital First 2018

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20 YEARS OF EMPOWERING USERS OF MARKETING AUTOMATION PLATFORM - Jonathan Wuurman I ACTITO Digital First 2018
20 YEARS OF EMPOWERING
  USERS OF MARKETING
 AUTOMATION PLATFORM
      Jonathan Wuurman I ACTITO
           Digital First 2018

           www.actito.com
20 YEARS OF EMPOWERING USERS OF MARKETING AUTOMATION PLATFORM - Jonathan Wuurman I ACTITO Digital First 2018
! My name is Jonathan Wuurman
                 I’ve been " marketing automation for nearly 10 years
                                       My Job?
                    Helping marketers build customer journeys by
                 showing that technology empowers them to provide
                      outstanding experiences to their clients

                          @Jonwuu                /jonathanwuurman/

                                     jonathan.wuurman@actito.com

www.actito.com
20 YEARS OF EMPOWERING USERS OF MARKETING AUTOMATION PLATFORM - Jonathan Wuurman I ACTITO Digital First 2018
Company presentation

                                                             Software & Services
                                      Already GDPR
                                                                   Expert
                                        compliant
                                                                                                 Over 17 years of
                                                                                                   experience

                 Belgian company

                                                                                                                       Serving over 200 clients
                                                                                                                              in Europe

                 2 M€ / year in R&D
                                                                                                              Team in Belgium, France,
                                                                                                             Canada and the Netherlands

                                         20% growth / year                  Team of nearly 100 people

www.actito.com
20 YEARS OF EMPOWERING USERS OF MARKETING AUTOMATION PLATFORM - Jonathan Wuurman I ACTITO Digital First 2018
Our value proposition

                    « We help marketeers to identify business opportunities
                 during the customer lifecycle through the right mix of marketing
                       strategies and marketing automation technology »

            Software as a Service     Technology made for marketers   Customer Centric approach
                                        from easy to complex scope

www.actito.com
20 YEARS OF EMPOWERING USERS OF MARKETING AUTOMATION PLATFORM - Jonathan Wuurman I ACTITO Digital First 2018
Ready Set Go

           • Questions highly welcome at Booth 23

           • We also have a few goodies for you

           • We send the presentation if you drop us
             your email
                 • And don’t worry no spam just the presentation

www.actito.com
20 YEARS OF EMPOWERING USERS OF MARKETING AUTOMATION PLATFORM - Jonathan Wuurman I ACTITO Digital First 2018
Let’s do some research

www.actito.com
20 YEARS OF EMPOWERING USERS OF MARKETING AUTOMATION PLATFORM - Jonathan Wuurman I ACTITO Digital First 2018
Giving some context

                 Direct marketing                               Email marketing

                 is a form of advertising where organizations   Sending marketing messages through
                 communicate directly to customers through      email or email marketing is one of the
                 a variety of media including cell phone text   most widely used direct-marketing
                 messaging, email, websites, online             methods. One reason for email
                 adverts, database marketing, flyers, catalog   marketing's popularity is that it is
                 distribution, promotional letters, targeted    relatively inexpensive to design, test, and
                 television, newspapers, magazine               send an email message. It also allows
                 advertisements, and outdoor advertising.       marketers to deliver messages around
                 Among practitioners, it is also known          the clock, and to accurately measure
                 as direct response marketing.                  responses.

www.actito.com
20 YEARS OF EMPOWERING USERS OF MARKETING AUTOMATION PLATFORM - Jonathan Wuurman I ACTITO Digital First 2018
Let’s try to have a bit more perspective
                 The Chasm - Hype Cycle “Gartner” – The 4 R’s

www.actito.com
20 YEARS OF EMPOWERING USERS OF MARKETING AUTOMATION PLATFORM - Jonathan Wuurman I ACTITO Digital First 2018
Crossing The Chasm – Geoffrey Moore

                                      https://www.amazon.fr/Crossing-
                                      Chasm-Marketing-Disruptive-
                                      Mainstream/dp/0060517123

www.actito.com
20 YEARS OF EMPOWERING USERS OF MARKETING AUTOMATION PLATFORM - Jonathan Wuurman I ACTITO Digital First 2018
Hype Cycle from Gartner

Email personalization à Event trigger à Rule based à Inbound marketing à Big data à DMP à CDP à AI

www.actito.com
Yes the 4R’s are still there

            Right Person   Right Content   Right Channel   Right Time

www.actito.com
Let’s talk about them

                        Pierre De Nayer - Benoit De Nayer - Kenya Rose

                 I will probably be looking for a job now…

www.actito.com
First client and first identified needs

         We want to leverage free email accounts like the Gmail, Hotmail …

         To build a database of students which will become parents

         And send them target, personalized emails

         To increase Customer value and engagement

www.actito.com
How did it start?

www.actito.com
What should your learn from this?

         Long time relation   Experimenting   It’s about data   Client oriented

www.actito.com
How to start?

www.actito.com
Data is the new gold

www.actito.com
You have more data than you think

                     PROFILE                WEB BEHAVIOR                  PURCHASE
                      Gender          Traffic source (SEO, Referal, ..)    Category
                        Age                       Device                   Quantity
                     Language              Moment of the day                Price
                 Family composition              Page flow                  Color
                    Living place               Time on site                Season
                   Working place             Visited category                 …
                      Job title                  AdWords
                      Studies                        ….
                         …

www.actito.com
Try to think the Agile way

www.actito.com
Change the approach
                        1 TO 1

                                 Pull

         BRAND-DRIVEN            CONSUMER-DRIVEN

                 Push

                        MASS

www.actito.com
Use this to deliver the value to your clients and build your learnings

                                    CX
                                      =
                            PERSONALIZATION
                                      =
                     DATA X CONTENT X AUTOMATION

                 MOMENT   SEGMENT   PERSO     TEST LEARN & ITERATE

www.actito.com
Put yourself in the shoes of your customers

www.actito.com
Food for thoughts

www.actito.com
Welcome is a minimum

                 « Less than 50% of marketers have a Welcome Program »

www.actito.com
Does this look complex?

                                  •   Thank You
                                  •   Double opt-in
                                  •   Value Proposition

                      •   Whitelisting                    •   Social media   •   Testimonial
                      •   Thank You                       •   Whitelisting   •   Best piece of
                      •   Double opt-in                                          content
                      •   Value Proposition

www.actito.com
What we believe is the right way

                                   • From 58% to 82%
                                   • In 12 months
                                   • With 15 versions

www.actito.com
How to stimulate the second purchase?

www.actito.com
They leverage the data

1. Purchase data             3
2. Declarative data
3. Behavioral data

                         1
                             2

www.actito.com
Content and design to feed inspiration, make the difference

www.actito.com
Progressive build-up to meet clients and brand expectations
                                     « We miss
                                                             « More for me »
                                       you »                                    « Surprise
                                                               Cross-sell &
                                      Inactive                                     me »
                                                                 Up-sell
                                                                               Gold delight

Step 1                          Frequency
                                  Churn

Step 2                          Alert 12M                                                      Around my
Step 3                         Reset Points                                                     birthday

                                Alert 24M                                                  Happy
                               Card Removal                                               Birthday

                                                                                         Nearly 500
                                                                                           points

                 Member gets                                                       Sleeping
                                                 Welcome &   eNewsletter
                  Member        « Welcome »                                      Bounce back
                                                   upsell

www.actito.com
To deliver they need support of the technology
                    Welcome 1        Welcome 2                              Annual          Birthday
                  Data enrichment   Cross-selling                         Survey / NPS

                                                        Monthly          11M inactivity
                                                    eNewsletter Senior
                                    Cross-selling
                 Local activation
                                    3M inactivity
                                                        Monthly
                                                    eNewsletter Family                    23M inactivity

www.actito.com
We have much more to share
                                                      Abandon
                                                       basket
                                NPS
                                                                Retargeting
                                                                 scenario

                 BEST SENDING
                  MOMENT ?                                         Lead
                                      MONO or MULTI              Nurturing
                                      DESTINATIONS
                                         RECO?

www.actito.com
Thank you & Let’s keep in
                          touch

                       BOOTH 23

                   @Jonwuu            /jonathanwuurman/

                             jonathan.wuurman@actito.com

www.actito.com
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