Interactive marketing is a one to one marketing process that reacts and changes based on the actions of individual customers and prospects. This ability to react to the actions of customers and prospects means that trigger based marketing is dramatically more effective than normal direct marketing.
Interactive marketing is typically 2-12 times more effective than traditional direct marketing.
Interactive marketing is called many things. You may have heard it called event based marketing or event driven marketing or even trigger based marketing but it is all the same idea: reacting to what the customer is doing and driving up marketing effectiveness.
Where would you use interactive marketing?
When you ask people about trigger based marketing they generally think of reacting to some trigger in the customer relationship, such as asking for a loan payout figure for a bank loan. Customers asking for this information may be looking to refinance their loan. The request should trigger some action on your part to try to stop them from leaving.
However, with the growth of inbound marketing and lead nurture campaigns interactive marketing is applicable to all organisations:
- Business to business and Business to consumer
- High transaction and low transactions businesses.
- Pre-sale prospect management and post-sale customer management
Implementing event based marketing systems
When implementing event based marketing you need to ensure that you have right systems in place.
Systems
There are minimum practical systems needed to run any type of event based marketing campaign
- The ability to monitor customer behaviour via a customer database of some type
- The Ability to decide what to do needs a real time, rules based decisioning engine
- The ability to execute in a timely fashion though
- Campaign management software
- Email marketing automation software
- The ability to input to face to face / contact centre channel
- The ability to report on what happened
The 5 Processes in Implementing event based marketing
There a five key processes needed to implement event based marketing campaigns.
Identify Triggers
Triggers can come from a number of places including data analysis, customer feedback and staff brainstorming. Identifying a set of triggers that is right for your organisation is the first key part of the process.
Create responses
This seems easy but can be one of the hardest parts of the process. When you have identified a potential trigger you need to create a response that will drive the right action.
Evaluate success
Just like any other marketing approach you need to be able to measure and demonstrate success in event driven marketing.
Operationalize
Unlike traditional direct marketing where you might run 10, 20 or 30 campaigns a week / month / quarter, with event driven marketing you may end up running 50, 100 or 300 a DAY. So you will need to automate the process.
Optimtimize
When you are running 300 campaigns a day it is likely that the same customer will be a candidate for more than one campaign. So which campaign to you put them in? That is the question that Optimisation answers.
Next Steps
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We first began working with Genroe to streamline and refine our Net Promoter Score program. We had long lead times to make any changes internally to our survey design that proved difficult when we were still in the process of learning, we needed to be able to make changes as we learned more and wanted to implement new ideas. I can not promote Genroe enough, they have gone above and beyond in helping us and have delivered a flexibility to our program that really suits out needs.
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The reason we reached out for a partner to help our business with launching a CRM was due to simply not having the manpower to do it ourselves, as a start up you can appreciate there are only so many hours in the day!
We asked Hubspot to give us 3 potential partners. Genroe not only were the most cost effective but they asked the most important questions that I needed to hear from them. Especially as I had no idea how long this would take, no how hard or complex it would be. I trusted Adam from day one.
I had a proposal which I needed to present to the CEO of our group, who without speaking with Adam or anyone at Genroe said, “How long did you guys talk this is super detailed, this is exactly what we need, go ahead”.
Dealing with Adam and the team was a pleasure, calls, Zoom, Screen shares at my request and also his opinion on how we could do things better was always welcomed.
I recommend engaging with Genroe for all things Hubspot!
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We’ve been operating this system for a couple of years now and Genroe is always checking in, providing us with refinements to what’s going on and any time we want to get more out of the system they are always willing to come in and understand what we want and help. It’s not one and done. They stay there, they understand the business and then we get the benefit of all of their experience and they are specialist. So that’s what we like.
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Every change that we want, or any idea that we have, we can talk to Genroe and they will make it happen or do something to make it happen to the same effect.
I think that’s the most amazing thing, that we have that real-time feedback. We can just shoot them an email and we get a response back with, “Yes, we can do it,” or, “No, we can’t, but here’s an alternative.”
That’s enabled us to be able to succeed in the way we have, by having that support.
John Moss
We obviously went through the process trying to evaluate the various competing vendors to provide the services. We liked Genroe because we felt the approach was right for us.
We felt it was a good match culturally between the two organisations. And we felt they knew what they were talking about. And so it very much comes down to the individuals that you work with.
We had a very engaging process. We got the outcomes we were looking for. We got implemented very quickly. And the relationship has continued over the last 12 months, to ensure that we keep being sort of pushed and prodded to learn more about our client loyalty, and to drive change.
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Mark Burgess
We had plans for business growth but very little in place of marketing strategy and systems. We were starting from practically zero in the way of marketing expertise and systems.
The Genroe team helped us develop the strategy, systems and execution to go to market. Genroe are a very professional and supportive partner.
The methods, systems and project management practices all work well to keep the project on-track.
The Genroe team are able to adapt with changes along the journey as well which is a big plus when you are evolving your marketing strategy as you learn. Highly recommended.
Tom Allan
We chose Genroe to help us design and build an enterprise Customer Experience program which leveraged the CustomerGauge platform.
From the very start it was clear that Adam was highly experienced in CX and committed to getting us the right outcome, even if that meant he needed to challenge our ways of thinking.
In two years, we have fully embedded our CX program, maintained a very high NPS and leveraged customer insights to continue to transform our business. Throughout, Adam and the Genroe team have been available and willing to jump in when required to ensure we met our goals.
If you are planning on building out a successful CX program that is not just about NPS, then I recommend giving Adam at Genroe a call.
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If you are passionate about delivering a best in class customer experience then unreservedly, I recommend you partner with Genroe and CustomerGauge.
The platform is cost-effective, uncomplicated and backed up by Genroe’s incredibly responsive local team who are always eager to provide support when required.
The CustomerGauge platform has enabled us to measure the end to end customer journey and make data driven decisions to drive operational improvements, resulting in substantial increases to our NPS scores and customer retention rates.
David Schekoske
Absolutely have loved working with Genroe & the CustomerGauge team. They have been very supportive, above and beyond compared to any other business I have ever worked with.
We’ve considered Adam Ramshaw as someone where it would always feel like we are his number 1 priority, with his availability and solutions second to none..
Michael Bray
Grays has 2.3m customers and Genroe was a perfect partner to help us gain insights from our customers on what we can improve to make the Grays experience better.
Genroe’s ability to be hands on with all areas of our business, guide each area of our business through the steps of introducing NPS into our BAU through outstanding communication, was their greatest strength.
We have now launched NPS, we do feel like we are still at the bottom of the mountain in terms of NPS being an effective tool to improve our business and not just be a one off project, however, having Genroe as a genuine partner of our business, gives us comfort that we can climb the mountain one step at a time, ultimately, including NPS being a BAU tool.
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Russell Evans
So I came across Genroe about 6 months before I joined Wolters Kluwer. I meet up with Adam and I guess from that point all the way through to now, five and a half years later I have been impressed with the pragmatic approach of Genroe.
A combination of street smarts as well as just an academic understanding of what NPS is all about. Genroe are passionate about it. They live and breathe it and they can share case studies. We have learnt along the way. We think we have also shared some of our learnings back with Genroe.
I think it’s that pragmatic approach. Being able to be flexible and working with a product like CustomerGauge and helping to fine tune that into an organisation like ours. So rather than one model fits all, really tailoring it to make sure that we got the best out of the program and continue to learn along the way.
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