Total Sales and Marketing Automation

by Stefan Karlsson

What is it?

Affino Sales and Marketing Automation is a system-wide solution which builds upon key consumer psychology motivators, and anchors them to a ’Customer Ladder’ methodology, whereby customers are identified as being at one of 5 different stages of progress - Suspect > Prospect > Customer > Regular > Advocate.

Affino then utilises a number of what we call ’Conversion Event Triggers’ (50+). These elements capture and track customer contacts, incentivise, motivate, recognise and reward those customers and help elevate them up the Customer Ladder. There are a variety of follow-on actions and resultant effects that each Conversion Event can trigger, they can be used individually or daisy-chained together into workflows.

In effect you have a mechanism to track and react to any of your customers’ key contact activities - whether passive (remember login) or active - interactions and transactions. Affino uses elements of Abraham Maslow’s ’Theory of Human Motivation’ / Hierarchy of Needs - to incentivise customers to gradually move up the Customer Ladder - this is done both by public recognition - e.g. badges and leaderboards, as well as privately via loyalty points / monetary credits and other forms of reward.

The Key Constituent Parts

The principal parts of the Sales & Marketing Automation are the 50+ Conversion Event Triggers - which we will list below, there is though automation in several other component parts of Affino, which are both integral to those Conversion Events, as well as automations in their own right:

Customer Ladder Profile/s - Essentially Groups of selected Conversion Events
Customer Ladder Analysis - Multi-screen Analysis for Customer Ladder, Conversion Events and User Badges and Points
Conversion Events - The 50+ activity trackers and triggers - core to automation - see full list below, advanced targeting, sequencing, security, inclusions and exclusions, notifications and incentives built into each event
Conversion Funnels - Daisy-chained Conversion Events deployed as progressive funnel to track and identify certain customers
Campaigns - Ad Campaigns use Topics and Security for enhanced targeting
Messaging - Various automations on newsletters, notifications and alerts - based on demographic criteria - birhday, age etc. as well as specific actions - like abandoned shopping basket
Contact Capture - Capturing and segmenting customers from transations
Contact Lists - A key means of customer profiling and targeting, prospects can automatically be added to and removed from contact lists based on their activities, including multiple pipelines for incoming leads
Lead Generation - Utilising Conversion Event triggers to prompt sales team activities
Topic List / Taxnomy - Topics are an essential element for setting customer / user preferences and targeting absolutely relevant content
Security - An additional control and targeting layer for logged-in users, can also be used as a reward or blocker

List of Conversion Event Triggers

(alphabetical)

Awards Entry
Bounced Email
Cancelled Purchase
Change Password
Commenting
Contact Note
Content Subscription Update
Content Subscriptions
Demographic Profile Submission/Update
Downloads (Channel)
Downloads (Media)
Downloads (Zone)
Ecard
Email Confirmed
External Media Viewed
Facebook / Twitter Connection Added
Facebook Expiry
Failed Access Attempt
Form Entry
Forum Answer
Forum Post
Friend Bought from Invite
Friend Invite
Friend Registered from Invite
Guest Visits
Item Added to Basket
Item Added to Wishlist

Joining a Group
Load More
Logging In
Mailing List Signup
Mailing List Unsubscribe
Manual Assign
Media Added to Channel
Message Campaign Read
Message Campaign Sent To
Metering Gate
Metering Limit Reached
My Messages Despatches
Opportunity Opened
Opportunity Won
Pledge
Profile View
Purchase
Redirect
Registration
Share
Site Search
Specific Channel Viewed
Specific Media Viewed
Specific Section Viewed
Specific Standard Item Viewed
Standard Content Added to a Channel
Status Updates

How is it different?

Most Sales & Marketing Automation is in Enterprise Stack Add-on Format - i.e. by way of expensive third party integration. The Affino Automated Customer Ladder is unique in being fully baked into the very core of the central content, media and engagement serving platform. Affino is also revolutionary in how everything is interconnected and inter-related - and the granularity to which things can be defined. The combination of the whole affords incredible synergies not available anywhere else.

Moreover Affino sits on top of a sound consumer behaviour principles by way of the Abraham Maslow -influenced Customer Ladder methodology. Everything in Affino is also served up centrally and natively for deeper and more instant diagnosis and trend identification.

Affino Automation is also not just limited to Sales & Marketing, but covers every part of this extensive platform.

Serving Suggestions and Examples

Near enough all our customers deploy the Customer Ladder in some way - even as simply as just to track views on a few critical pages - in fact as we do on the Affino.com site. Of course the various Conversion Event Triggers need to be set up, but the pay-off is spectacular, especially when on Single Customer View / Single User View per above example.

We encourage you all to book a demonstration to witness first hand how revolutionary Affino is in this regard.

Book a Demo