Behavioral Marketing: Delivering Personalized Experiences at Scale

Grow Revenue and Convert More Customers through Customization and Automation

Behavioral Marketing gives motivated marketers a single–source guide to using the most advanced, up–to–date marketing tactics to grow revenue and create process efficiencies. In this data–driven world, you need a mastery of digital–marketing tactics to deliver the customized marketing campaigns that capture today′s savvy customers. This hands–on resource gives you everything you need to develop a comprehensive, sophisticated marketing plan and quantify the results to prove your success. From defining 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 to demonstrating how to fix highly inefficient processes while implementing your next marketing campaign, this game–changing tool enables you to:

Understand and effectively implement the key principles of behavioral marketing Increase the business contribution of your marketing department by generating predictable revenue Gain significant insight and competitive advantage by examining case studies across multiple industries Achieve remarkable revenue growth and exponential conversions by improving the way you approach marketing

Because marketing doesn′t happen in a vacuum, the entire third part of the book is dedicated to navigating the realities of using behavioral marketing, including staffing the right team, how to introduce data–driven strategies to an existing team, building your personal brand and getting promoted, and real–world examples of what success looks like from leading companies.

From planning to executing to quantifying to modifying for higher conversions, Behavioral Marketing can be the cornerstone of a prosperous marketing career today and into the future.

Foreword (Bill Nussey)

Acknowledgments

The Behavioral Marketing Manifest

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

Chapter 2: Where Are You on The Behavioral Marketing Spectrum?

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

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

Chapter 5: Bringing Behavioral Marketing To Life in the Real World

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

Chapter 7: Customer Journey Mapping: Putting Yourself in the Customer s Shoes

Chapter 8: Channel–Level Planning: Delivering Insane Relevance Every Time

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

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

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

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

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

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

Chapter 15: Best Friend Brands: Becoming Indispensable to Your Customer

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

Chapter 17: Closing Thoughts and The Power of Actions

Index

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.