Dell Nurture

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Dell NurtureUtilizing automation to createpersonalized customer experiencesExperience Design and AutomationNovember 2015

Table of contents37101522252IntroductionAudienceProgram designContentNurture factsAppendixDell - Internal Use - Confidential

Introduction

What isNurture?The Nurture program provides contacts who are not quite ready to talk to sales a wayto self-educate, research and satisfy their interests with relevant content. Contactbehavior throughout the program drives the type of content/communications.Receivesthank you emailwith more infoReceivesSpeaksemail for OptimizedEnterprisewith a salesrepresentativeViewsOptimizedEnterprise video4Dell - Internal Use - ConfidentialDownloadsOptimizedEnterprise article

Nurture program experienceLocations where wesee contact activityThe Nurture program is automated andalways on.Nurture delivers content that’s relevant tothe contact, based on their pain pointsand engagement.Demonstratedinterest in DellEntering the Nurture programContacts are routed to the right type of contentbased upon their prior activity.When a contact demonstrates interest in aparticular solution topic, they receive morecontent around that topic.In Nurture, contacts choose their own paths bydetermining what and when to view t journeyReady to speak toa salesperson5Dell - Internal Use - ConfidentialBuy

ContentThe copy, images, and engagement assets that help inform the contact on their journeyContent forthe program6Thousands of unique pieces of content enable a widevariety of conversations to personalize a contact'sresearch experience.Dell - Internal Use - Confidential tied to Global priorities populates customer journey phases consumable across devices and languages

Audience

AudienceLocations where wesee contact activityThe ideal audience for nurture are contacts whohave demonstrated interest in Dell but notenough interest to be ready to talk to sales.In traditional marketing efforts, some portion ofcontacts are not ready to talk to sales. Thosecontacts would be not be prioritized for salesfollow-up and remain untouched.Nurture provides those contacts that are notprioritized for sales follow-up an ongoingopportunity to learn more about Dell's prioritysolutions. The contact's engagement withcontent can be tracked and determined if readyto speak with sales.The combination of topic and source determinesthe depth of content the contact will be served.8Dell - Internal Use - ConfidentialDemonstrated interest in DellEntering the NurtureprogramNurtureprogram

Mapping a contact to the Nurture experienceAudience logic is a sophisticatedprocess that determines which phasein the purchase journey someone willbe placed in and what topics they willbe served.Audience logic1This logic interprets a contact’sbehavior based on source/vehicle(e.g., email, DM, OA, events, 3rd partyleads) and topics engaged withinthose sources.Logic automatically assigns a valuewhich triggers the type of content(topic and journey level) to beautomated to an individual contact.This process is done for each contactwith automated rules and logic.Contact reads an articleon enterprise securityfrom a syndicated 3rdparty site. Contact clicksthrough onlineadvertising on the tact journey9Dell - Internal Use - ConfidentialAudience logicdetermines she shouldenter the Explorejourney phase and beserved enterprisesecurity content.Buy

Program design

Program design: the blueprint of the Nurture programThe combination of rules, logic and engagement that creates a personalized experienceContact behaviordictates the experience.ExploreAs a contact opens, clicks anddownloads, content becomesmore specific.EngagedIf they do not engage, contentis varied to determine if thereis another interest.If they continue not showingany specific interest, contactis placed in the rescue trackwith broad alternative topics.If a contact stops responding,they automatically exit nurtureprogram to be folded intoregional push marketingactivities11Dell - Internal Use - ConfidentialDiscoverNot engagedNurtureprogramEducateEngagedNot engagedEngagedRescueBuyEngagedNot engagedEngagedNot engagedEngagedReady tospeak tosalesEngaged

Content logic ties the customer’s behavior to the next message.Logic in the form of if/then statements that ties last behavior to content of the next message12If (behavior)If (behavior)If (behavior)Engagement (a contact engages bydownloading an asset or viewing a video)Request salesNo engagement (if contact does notdownload an asset or view video)Then (content)Then (content)Then (content)The next communication will promotespecific messaging that goes a deeper intothat subjectSend to salespersonThe next communication will be determinedby program designDell - Internal Use - Confidential

Business rules provide guidance on when to communicate.Rules and logic are controls to automate when and how best tocommunicate with a contactWhenWhatLanguageDay of week, hoursof day, frequencyTopics: how manyand priority toensure continuityand mitigate topicconfusionDeliveringcommunicationsin the preferredlanguage13Dell - Internal Use - ConfidentialPermission tocommunicateAccommodate acustomer's rights toprivacy.

Ongoing,real-timebehavioralanalysisAssetSpeak to asalespersonBehaviorJourneyBehavior is tracked until acontact indicates readiness totalk to sales.14Dell - Internal Use - ConfidentialA variety of factors includingengagement within a journey, typeof content viewed and parallel siteactivity are indicators determiningreadiness to have a conversation.Ready to speak to asalesperson

Content

Thousands of scenarios are required to deliver personalized content. Thequantity of scenarios dictates the amount of long form content needed topersonalize. The quantity of assets dictates the amount of email versionsrequired to personalize for a contact.Customers expect relevant content in a digitalformat, delivered quickly in a variety of ways.Modularity allows us to respond to this andefficiently scale our marketing efforts.Always onand timely16Dell - Internal Use - ConfidentialPersonaland relevantViewable onany deviceor platform

Relevant communication at the right timewith the right messageNurture focuses on letting a customer’sinterests drive the information they receive.Contact journeyNurtureprogramThey experience topic-specific informationdesigned to lead them throughout theirjourney.ExploreDiscoverEducateBuyBroad solutionidentifiedPain pointidentifiedDell solutionidentifiedSalesreadinessThought leadershipIndustry pain pointsDell solution focusedStreamlined digital design using modularcontent enables thousands of differentexperiences.Nurture content is aligned to globalmarketing campaigns across Dell end-toend solutions.Each path is designed to maximize thecontact’s engagement and and fosterbetter conversations when determinedready for sales.All nurture communications are mobileresponsive, automatically shifting layoutaccording to device.17Dell - Internal Use - Confidential

Modular vehicles are enabled in nurture topersonalize each contact's journey.ModularityBuild and deploypotentially hundreds ofpersonalized variationsof marketing messagesvia modular contentvehicles.18Dell - Internal Use - ConfidentialModularity andrepackaging worktogether to create1:1 marketingmomentum.Engagementasset repackagingQuickly and lessexpensively create thelarge volume of assetsnecessary to populatemodular programs.

What is the modularity?Modularity breaks content into headlines, images, copy blocks to create versions of contentsuch as emails, landing pages or online advertising. Modularity uses these content modules tobuild many different marketing vehicles from one library of content.Content components19Dell - Internal Use - ConfidentialWireframePopulated landing page

What is engagementasset repackaging?Engagement assets are condensedkey points of information, easyconsumed in visually appealingand versatile formats such asinfographics, videos, e-brochures.“Repackaging” is a unique creativeprocess where existing marketing“source” material is rebuilt intoshortened engagement assets.Source materialRepackaged engagement assets These repackaged engagement assets are merchandised throughmodular vehicles. One piece of source material can become many assets. Saves time and money while creating the volume of assets necessary fortoday’s content-driven 1:1 marketing approach.20Dell - Internal Use - Confidential

Content woven together tells a complete story.Nurture is engineered to tell aengaging and informationalstory to customers about theirpain-points and Dell solutions.Nurture content is a cohesivecollection with volumes ofinformative elements designedto deliver on that desire.21Dell - Internal Use - Confidential

Nurture facts

Current global coverageTen countries, five languagesUKGermanyUSAMexicoBrazil23Dell - Internal Use - ConfidentialFranceChinaJapanIndiaAustralia

Automated and modular nurture is producingstrong results for our customers and for Dell.300%More thanEngagement rateimprovement over BAU18,000unique piecesof ”automatedlead nurturingprogramDell - Internal Use - Confidential22 800 1,200500KNurture topictracks pan-DellgloballyEngagementassetsemail versionscreated forTop 10 marketscontactsenteringprogram yearover year

Appendix

ContactsFor more information please contactPaul Jacksonpaul jackson@dell.comAnnalisa Churchannalisa church@dell.comGlobal Experience Design and Automation26Dell - Internal Use - Confidential

GlossaryAudience logic - a sophisticated process thatdetermines which phase in the purchase journeysomeone will be placed in and what topics they willbe servedBusiness rules - rules and logic are controls thatautomate when and how best to communicate witha contactContent logic - logic in the form of if/thenstatements that ties last behavior to content of thenext messageContact - an individual with a known level ofengagementEngagement asset – marketing assets createdor “repackaged” from existing marketing sourcematerials27Dell - Internal Use - ConfidentialModular content – content that is broken downinto building blocks that are flexible and can beassembled a part of a variety of messagesModularity – the ability to use content modules tobuild many different marketing vehiclesPersonalization – when a customer receivescontent because of a previous actionRepackaging – making content from existingmarketing source material and using it to buildnew, shorter engagement assets

program Explore Discover Educate Buy Entering the Nurture program Contact journey Nurture program experience The Nurture program is automated and always on. Nurture delivers content that’s relevant to the contact, based on their pain points and engagement. Contacts are routed to the right

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