Archive

Posts Tagged ‘behavioral marketing’

How a Healthcare Software Company Used Behavioral Marketing to Exceed Lead Targets by 400%

January 30th, 2017

As marketers, when we hear the term “personalization,” we’re conditioned to think, “Hello [recipient name], I really looking forward to sharing with you some ways that [company name] can best serve you.”

Though these methods may have increased opens and clickthrough a decade ago, they are no longer capable of working magic on their own. In short, customers have figured us out.

We all know that email can be effective at driving demand. The challenge is knowing exactly how to craft our emails in such a way that they are immediately relevant to our prospects.

How deep should you segment? How do you figure out the right message to send to each segment?

In this interview at MarketingSherpa Summit 2016, Jeremy Mason, Director of Demand Generation, SCI, will discuss his takeaways from how his team redefined their primary buyer personas and launched a triggered email nurturing program based on prospect depth, role, readiness and behavior.

SCI Solutions, a Seattle-based company that offers software to hospitals and other medical facilities, is faced with an impossibly crowded marketplace. The contact information for every buyer is easily available, and open rates across the industry are less than 1%.

To combat this, Jeremy and his team combined the most effective aspects of persona-marketing and trigger-based marketing to create a truly individualized behavioral marketing plan. Read more…

Charles Duhigg on How You Can Use Habit to Influence Customer Behavior

March 8th, 2016

“Although we think of ourselves as people who can make decisions, and in control of our own lives, 40 to 45 percent of what we do every day is a habit. It’s something that happens almost subconsciously,” Charles Duhigg, best-selling author, The Power of Habit, said in the Media Center at MarketingSherpa Summit 2016


Right now, he added, we are going through a golden age of understanding the neurology of habit formation.

“Which is great, if you’re … a marketer who wants to influence what people are doing with their time or their money,” he said.

A central insight of this, is that every habit has three components that it is made up of.

  • Cue: A trigger for an automatic behavior to start
  • Routine: The behavior itself, what we usually think of as habits
  • Reward: The gratification from performing the habit.

“What we’ve learned is that these cues and these rewards are really the important parts of what influences how people behave,” he said. “If we figure out how to diagnose these cues and rewards, we can change how people behave.”

Read more…

How Seamless Email Turns Ecommerce Prospects into Buyers

October 14th, 2014

Only 2.6% of the people browsing an ecommerce site actually buy during that visit, but, according to Charles Nicholls, that doesn’t mean they’re not going to eventually make a purchase.

Charles is the Founder and Chief Strategy Officer for SeeWhy, a provider of cloud-based behavioral target marketing. He discussed what it takes to transform browsers into buyers with Daniel Burstein, Director of Editorial Content, MECLABS, at the 2014 Internet Retailer Conference and Exhibition in Chicago.

Charles exhorted marketers to rethink the channel mindset and optimizing websites for a single session, and instead, think about optimizing the entire buying process. The key, he explained, is seamless use of email across desktops, tablets and smartphones.

Why? Customers may use all of these devices before finally making a purchase.

Consider this: SeeWhy has been tracking smart phone conversions, and, according to Charles, smartphones are outpacing tablets, which have become a desktop substitute. Also, 67% of smartphone conversions are done via email.

Watch the video below to learn about the importance of seamless emailing:

  Read more…