NetProspex case study – increase ROI with relevant data


NetProspex, the leading provider of B2B sales and marketing data services, challenged Whereoware with updating their website to better capture high quality, sales ready leads.

By combining marketing automation, dynamic content, and
progressive profiling, we developed a new website and lead generation
strategy, placing the right content in front of the right customer to create a more relevant, personalized experience for each user.

The results:

  • 171% increase in marketing revenue
  • 111% increase in email open rate
  • 10x increase in visit duration
  • 2x increase in pages visited

Read the case study to see how you can leverage data to increase customer engagement and ROI.

Silverpop How To: setting up + using automated behavior updates


Silverpop’s Largest Digital Agency Brings You…

A Silverpop How-To

This week, we welcome a guest post from one of our Senior Online Marketing Managers, Aaron Lemley. Aaron is Silverpop Certified and takes a creative approach to implementing high-performing email campaigns. Here, he discusses: how to setup automated behavior updates, and why these Silverpop system fields can make your next campaign more successful. Let’s take a closer look.

At Whereoware, we’re always looking for new ways to leverage customer behavior in our email campaigns. If you’re new to Silverpop, or looking to use more behavior-based criteria in your next mailing, we recommend you setup automated behavior updates.

Once setup, these system fields allow you to target customers based on the last time they opened an email, clicked a link in an email, or were sent an email. You can imagine the various applications of automated behavior updates – as a safeguard to reduce message fatigue (ex. contact has not been sent an email in the past two days); to target inactive customers with reengagement campaigns (ex. We miss you!); and to better score your leads (ex. contact has clicked in the past week).

You can setup this Silverpop feature in just five minutes. Download our Silverpop How To: setting up + using automated behavior updates to take your email campaigns to the next level.

For more information on this topic please consult the Silverpop Knowledge base. Have any questions for Aaron? Let us hear them!

Whereoware wins EPiServer’s 2014 Best Digital Marketing Site

Whereoware won Best Digital Marketing Site at the EPiServer 2014 North American Summit on July 30.

Whereoware designed and executed a new website and integrated email marketing campaign for client Nutricia Metabolics, a global health food manufacturing company. By leveraging both EPiServer 7 CMS and Silverpop Engage, Whereoware helps Nutricia deliver personalized website and email content, targeted to customer’s age and health condition.

Get the case study to see how Nutricia delivers a cohesive personalized customer experience for huge results.   

Warm congratulations to the other winners – Adage Technologies,  Partner of the Year; Nansen, Best e-commerce Site;  and iMedia Inc., Partner to Watch. Read more about the EPiServer North American Summit.

 

Email automation tip: subject lines that don’t suck

Do you start each day reading every personal, business, and promotional email you receive? You sure don’t – and your customers don’t either. Your email recipients scan their inbox and read a few emails that pique their interest. How do you grab your customers’ attention? Write an awesome subject line.

Your subject line must speak your customers’ language – the particular words and phrases that incite action for your audience base. A targeted and relevant subject line increases the likelihood that recipients will open your email. Unfortunately, there isn’t a foolproof equation to follow or any magical words to automatically improve your open rates. By analyzing your mailings and comparing subject lines with a high open rate to those with low rates, you can better understand the overall tone, phrases, and words that stand out to your audience.

Speak your customers’ language

Every audience is different, so there are no “silver bullet” words that equate to higher open rates. For example, customers might expect more formal language from an organization like a dentist or realtor, than they would an e-commerce store selling gag gifts.

Below, we showcase emails from “geeky” apparel and gadgets company ThinkGeek and the Reston Animal Hospital. Notice how their tones are different, yet appropriate for their customer base. (ThinkGeek extends their playful tone to their “from” name – the ThinkGeek Overlords).
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Personalize customers’ online experience for huge results – a Nutricia case study


Nutricia, who sells products for people requiring a specialized diet, leveraged the power of personalization with their new website and automated email campaigns. Both their website and emails dynamically change messaging + imagery based on age and health condition, so that customers with specific conditions see content + products relevant to their unique needs.

See the details of this case study and how creating a truly personalized customer experience creates impressive returns.

SEO tip: PPC + SEO drives better quality leads to your website

B-KoThis week, we welcome a guest post from our Online Marketing Manager and PPC/SEO specialist, Brian Ko. Certified in both Google AdWords and Silverpop, Brian works with clients to develop strategies leveraging search engine marketing and email marketing automation.

Congratulations – you invested in a brand new website equipped with the latest features and gadgets to provide customers a fantastic user experience. What’s the plan for driving visitors to your new site?

A great website is useless without traffic, and more importantly, qualified traffic that converts visitors into customers. This is where search engine optimization (SEO) and pay-per-click (PPC) come into play. As a SEO/PPC specialist, I have three favorite recommendations for incorporating SEO and PPC into your marketing strategy to drive quality traffic to your website.

The Case for SEO + PPC:

seo-ppc
At its most basic, SEO drives organic traffic to your website. Organic traffic consists of visitors who land on your website by searching for keywords relevant to your business in a search engine like Google. SEO uses a combination of website optimization, content strategy, and a variety of other methods to make sure your business is at the top of search listings.

Why is being at the top important? According a study by online ad network Chitika, Google results on the first page get 92% of traffic for the average search, and organic listings with the first rank have a click-through rate of 33%. Staying atop of the herd pays off, when it comes to organic search.

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Behind the glasses: Teddy Pekalski

TeddyEach month, we interview one of our fab employees here at Whereoware. For July, we get to know Teddy Pekalski, our Sales + Marketing Associate, a little better.

WHO:

What’s your name? Teddy Pekalski
Job title: Sales + Marketing Associate

BACKGROUND:

Favorite food: Chipotle Bowl, all day, every day!
Hidden talents: Falling asleep in movie theaters. (Yes, I’ve been woken up by movie attendants.) I won’t see a movie past 8 p.m., because I’ll only waste my money.
If there were a movie of my life, I’d be played by: Mark Wahlberg… man crush.
One item you would bring with you to a desert island and why: A beach chair… I’m not leaving!
My earliest memory: My first time fishing – I was holding the tub of worms, when a dog came running down the hill barking and scared me. I took off running, but unfortunately, I ran towards the water. Before I knew it, I was waist deep in water and the tub of worms was empty. Our fishing trip resulted in wet clothes and watching the fish eat the worms I graciously spilled.
In a zombie apocalypse, my weapon of choice would be: a Ray Gun from Call of Duty.

NERD QUIZ:

Facebook or Twitter: Twitter – to read all the sports insiders
iOS or Android: iOS
‘Nerd’ or ‘Geek’: I don’t think I’ve been called either (unless it dealt with baseball stats)
Star Wars or Star Trek? I don’t really do the sci-fi thing.

What’s the best part about working at Whereoware?

Every day is different. I’m constantly learning and facing new challenges. Luckily, I work with a group of incredibly bright co-workers, who are always willing to lend a hand. Whereoware allows me to push myself and continue to grow, not only as an employee, but as a person.

5 tips for a tablet-driven sales meeting

Is your iPad sales tool helping, or hurting, productivity in your sales meetings?

Forrester Research projects spotlight for sales - in ipad-v2that by 2017, total worldwide tablet sales will reach 381 million units, with 18% of these tablets purchased directly by enterprises.

That’s a huge number of tablet users leveraging the tool to meet and exceed their business goals. We put together our top five tips and tricks to ensure you’re using your tablet to its fullest potential.

1. Always represent your company’s brand 
In today’s competitive sales climate, it’s imperative to highlight your company’s brand wherever you go. This is especially true with your sales app, which is in front of your customers regularly. Your sales app should have a cohesive look and feel (your company’s logo, colors, and messaging) to help customers better associate and recall your brand, set yourself apart from the competition, and increase their comfort level doing business with you.

2. Be prepared before walking in the door
Open and load all the apps you need, BEFORE you walk into the client’s door. On the same note, ‘kill’ your games, email, music, and other apps that you don’t need during the sales presentation. Even better, move all nonbusiness apps to another screen. Unnecessary apps only distract your client.

3. Your tablet is guiding the meeting, not leading it!
Remember, your iPad is a sales tool, but YOU are the sales master! Don’t let technology take over your meeting – your knowledge of the customer and your product should always take center stage. Use the tool to prepare a customized presentation (based on your customer knowledge) and guide your client through closing the sale.

4. Disable all push notifications
Before walking into your meeting, picture that familiar movie theater clip about silencing your cell phone. No client should see you have another client meeting in an hour, or that you have to pick up little Jimmy from soccer at 4:00 p.m. Don’t interrupt your client’s buying experience! If you’re unsure how to disable push notifications, ask us at support@activemerchandiser.com

5. Charge your battery
How can you give an effective sales presentation from your tablet, if it won’t turn on? Charge your tablet each and every night. You should also have a car charger, for when you’re on the road all day.

Take advantage of sales apps in your meetings by following these great tips (collected from reps using our Spotlight iPad application). How do you take advantage of your iPad in sales meetings? Share your tips in the comment box below!

Paper Style recognized in the Internet Retailer 2014 Second 500 Guide®

Congratulations to our client, customized invitations and stationery retailer PaperStyle.com, for their inclusion in the Internet Retailer 2014 Second 500 Guide. Paper Style is recognized for their targeted email campaign that we helped develop, design, and execute.

Using marketing automation and personalization technology, the innovative wedding campaign comprises of a series of emails that follow a bride and/or her friends through wedding events, offering Paper Style products to match their needs along the way. This email program launched in autumn 2012, and has seen impressive returns – 244% higher open rate than their average email send and 330% increase in revenue per mailing.

The Internet Retailer Second 500 Guide lists e-retailers operating in North America that are ranked 501-1,000, based on 2013 online sales. The competitive information included on this list aims at helping other e-retailers improve their businesses.

To read more about the structure and success of Paper Style’s targeted campaign, get the case study.

Google analytics tip: coming soon – enhanced e-commerce reporting

online shopperGoogle’s 2014 Analytics Summit unveiled the latest updates rolling out in the tool. We’re particularly excited for the Enhanced E-commerce functionality and reporting that will let us better track, measure, and analyze customers’ journey to purchase.

Enhanced E-commerce is currently in beta, but is being rolled out in phases to Google Analytics accounts leveraging Universal Analytics. We submitted our request to access the beta, and while we impatiently wait for approval, we are giving you a glimpse of what’s to come with Enhanced E-commerce. We’ll follow up, of course, once we get our greedy hands on the beta version!

Google Gets Us

shopper2Whether you’re a marketer, sales person, or business owner, you need more than a list of numbers to crunch, you need to understand how those numbers effect your business, and how your business decisions, in turn, effect those numbers. Google has slowly been integrating these “big picture” tracking and reporting functions to help you understand your customers and business better than ever before.

Previously, Google’s e-commerce reporting was cemented in transactions and revenue. This is extremely helpful at correlating marketing tactics resulting in conversions. The customers’ journey to purchase, though, is still vague. What other products did customers view? Did they add items to their cart and remove them? What about potential customers who added items to their cart, but then didn’t follow through with the purchase?

Enhanced E-commerce’s greater insight into these less concrete aspects of your customers’ path to purchase will let you virtually map out their buyer’s journey through your site, and tailor your website content and promotions, accordingly.

Enhanced E-commerce features:

  • Shopping and purchasing behavior reports help you understand how site visitors are interacting with your website along their path to purchase. Track products customers view and products added or removed from their shopping carts; along with data on initiating, abandoning, and completing transactions.
  • Product performance reports let you measure the revenue and conversion rates your products generate, how many products the average transaction includes, the average order value, refunds you had to issue, and the rates users add products to their carts and make purchases after having viewed product-detail pages. You can set this report to speak to individual products or add category and brand properties to look at the bigger picture.
  • The Affiliate Code report lets you track revenue, transactions, and average order value associated with affiliate sites that drive customers to your site.
  • Order and coupon reports let you track how effective your coupons are in terms of revenue, unique purchases, and product revenue per purchase, at both the product- and order-level.
  • The Internal Promotion report allows you to track the same metrics for internal promotions (like banner ads) within your website.
  • The Product Lists report measures how your Product Lists (categorizations of similar products, related products, upsells, and cross-sells) are influencing action, including the clicks, views, and click-through rate for each list, list position, and product position within the list. This will help you determine whether the order you list your products or their categories are impacting conversion rates.

We’ll be in touch…

We’ll write a follow up blog post as soon as we’ve explored the Enhanced E-commerce functionality for our own clients. Keep in mind, there will be some initial work to ready your site. You’ll need to implement Universal Analytics and then the ec.js plugin. The ec.js plugin lets you track all aspects of your users’ shopping experience, from clicking product links, viewing product details, adding and removing products to the shopping cart, completing transactions, and more. Plan fora bit of a learning curve to determine how to gain the greatest insight from these new reports. To help, Google is offering a free online training course through Google’s Analytics Academy to learn how to run the new reports and analyze the data.