Five Steps to Creating an EBM Program?

May 26, 2010
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People interact with you for a reason. It is an event that drives their behavior. This event may be driven by an impulse from outside or something that you did to drive that reaction. Event based marketing allows you to assign communication strategies for each event that takes place. (EBM = Event Based Marketing)

If you respond in real time regarding an event, you create a dialogue, and you win when the consumer is served.

If you build your foundation on good data (achieving real ‘real time’) you should be able to leverage the consumer information to create a compelling dialogue with your consumer (or business if you are B2B).

Here are five steps you should take.

1 – Put your customers (not your prospects) into different categories based on their value to you. From five star…


People interact with you for a reason. It is an event that drives their behavior. This event may be driven by an impulse from outside or something that you did to drive that reaction. Event based marketing allows you to assign communication strategies for each event that takes place. (EBM = Event Based Marketing)

If you respond in real time regarding an event, you create a dialogue, and you win when the consumer is served.

If you build your foundation on good data (achieving real ‘real time’) you should be able to leverage the consumer information to create a compelling dialogue with your consumer (or business if you are B2B).

Here are five steps you should take.

1 – Put your customers (not your prospects) into different categories based on their value to you. From five star down to one star.

2 – Create a table with the customers adding the messages you sent to them prior to a particular purchase or transaction. See what it took to move your existing customers from one category to another.

3 – Write out transition use cases. These events that you identify are significant as they show how a customer transitioned from ‘one’ star to ‘two’ star, etc. Do the same thing for how you moved a prospect to become a customer.

4 – Assign communication plans for each consumer interaction or ‘event.’ If the ‘event’ takes place, leverage your use case to communicate with the consumer.

5 – Better yet, anticipate and start marketing ‘next step’ communiqués to people in one category to try and transition them to another.

The key is that your customers’ behavior is already revealing what they need and when they need it. Your task is to recognize the right moment and act on it ‘impulsively’ in real time. That is your mantra for EBM success.
On Friday, May 28 – we will be on the BrightTALK channel speaking about strategies on EBM, real time relevance, & how to create the perfect CRM.

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