Behavioral Marketing Delivering Personalized Experiences at Scale

Behavioral Marketing guides you in using relatively new marketing tactics to grow revenue and create process efficiencies. An incredibly valuable text, this book defines the key principles of behavioral marketing?including customer journey mapping, channel-level planning, data capture and hygiene, campaign creation, delivery best practices, and measurement/optimization?and shows you how to fix highly inefficient processes while implementing your next marketing initiative. Within the pages of this resource are the secrets to improving processes and becoming more 'revenue predictable'?things that benefit businesses in virtually any industry. Additionally, this book provides you with case studies that spotlight the successes and challenges experienced by other marketing pros, and offer up key lessons to assist you in sharing their triumphs and avoiding their pitfalls.

Behavioral marketing, a term first coined in 2008, has become increasingly important as digital marketing tactics have becoming increasingly popular. This particular facet of marketing focuses on responding to the actions, clicks, and behaviors of both current and prospective customers?and allows you to use this data to adapt your marketing efforts to customer preferences. The results of this dynamic marketing approach are often a more predictable revenue stream and a more efficient marketing department, both of which any business would welcome!

• Understand the key principles of behavioral marketing
• Create a more 'revenue predictable' business environment
• Examine case studies across multiple industries
• Discover how to achieve revenue growth and process efficiencies with the right behavioral marketing tactics

Behavioral Marketing is a unique resource that brings value and insight to all marketing professionals using digital marketing tactics.

Foreword by Bill Nussey ix

Acknowledgments xv

The Behavioral Marketing Manifesto xvii

Part ONE GETTING STARTED WITH BEHAVIORAL MARKETING

1 Behavioral Marketing: More Sophisticated Audiences, Smarter Tactics, and Deeper Personalization for All 3

2 Where Are You on the Behavioral Marketing Spectrum? 15

3 Gearing Up for Behavioral Marketing: The Roles, People, and Systems Needed to Win 23

Part TWO PUTTING BEHAVIORAL MARKETING INTO ACTION

4 Pacing Yourself: Behavioral Marketing at the Speed of Business 37

5 Bringing Behavioral Marketing to Life in the Real World 45

6 Upping Your Content Game: Educating Customers Throughout the Entire Cycle 57

7 Customer Journey Mapping: Putting Yourself in the Customer’s Shoes 69

8 Channel-Level Planning: Delivering Insane Relevance Every Time 83

9 Data Capture and Hygiene: You’re Only as Good as Your Database 119

10 Campaign Creation: Segments, Logic, and Automation Are Your Friends, and Great Creative Matters More Than Ever 135

11 Behaviors and Mobile: Yes, It’s Radically Different Than Every Other Channel 149

12 Measurement and Optimization: Creating a Framework and Moving Your Own Goalposts 157

Part THREE SUCCESS BEYOND THE BEHAVIORAL MARKETING BASICS

13 It’s All About the Team: Staffing the Right Players to Succeed 177

14 Managing Upwards: Socialize If You Must, Prove Results Every Time 183

15 Best Friend Brands: Becoming Indispensable to Your Customer 189

16 Riding the Wave: Career Success Powered by Behavioral Marketing 207

17 Closing Thoughts and the Power of Actions 213

Index 219

DAVE WALTERS is a digital marketing evangelist at Silverpop, an IBM-owned software company focused on helping marketers transform the customer experience. He is a 20-year digital marketing veteran with a career split almost equally among Fortune 50 corporations, Top 5 interactive agencies and, most recently, the technology start-up world. He most often works with cross-functional stakeholders to bridge the organizational gaps between marketing, IT, operations and executive management.