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Cut Through the Noise with Engaging Email Marketing

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  • 1. Cut Through the Noise with Engaging Email Marketing Tuesday, October 15 sponsored by::
  • 2. Our Sponsors
  • 3. Moderator Kate Maddox Executive Editor BtoB Magazine
  • 4. Housekeeping Submit Questions
  • 5. Housekeeping Download Slide Decks
  • 6. TWEET #B2BWC
  • 7. CUT THROUGH THE NOISE
  • 8. Panelist Matt Zilli Senior Product Marketing Manager Marketo
  • 9. Page 9 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 10. INFORMATION ABUNDANCE Page 10 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 11. Shift of Power Information Scarcity Selfeducation Sales Engagement Sales Information Abundance Self-education Sales Engagement Marketing Page 11 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 12. Interruptive Marketing Page 12 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 13. Hi, are you ready to buy? Hi, now are you ready to buy? Hi, how about now? Hi, you must be ready to buy? Hi again, are you ready to buy? What about now? Seriously, not ready yet? Hi, are you ready to buy? Page 13 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 14. Source: Adbusters, 2011
  • 15. Customers are Saturated • • • • 60% have a negative opinion of marketing 61% feel amount is out of control 65% feel constantly bombarded 59% feel marketing has very little relevance Source: Yankelovich Partners Page 15 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 16. Engaging Email Marketing Cut through the noise by engaging individuals in a dialogue that connects them emotionally with your brand Page 17 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 17. Why Email? 58% of adult Americans check email first thing in the morning 77% of consumers prefer to receive permission-based marketing communications through email - MarketingSherpa 2013 Email Summit Email generates nearly a 2X return compared to other channels - DMA & Smart Data Collective - Waldow Social 64% of companies expect investment in email marketing to increase in 2013 - MarketingSherpa 2013 Benchmark Report Page 18 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 18. 1. Listen (at scale) Page 19 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 19. 2. Converse Across Channels Page 20 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 20. 3. Relevant Page 21 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 21. More Targeted Sends are More Engaging 400 Engagement Score 350 300 250 200 150 100 50 0 100 1000 Source: Marketo research Page 22 © 2013 Marketo, Inc. 10000 Email Delivered Marketo Proprietary and Confidential 100000
  • 22. 4. Over the Entire Customer Lifecycle Awareness Leads Prospects Opportunities Customers Retain Grow Leverage Page 23 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 23. Behaviors Tell Us A Lot About Interests Page 24 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 24. Email integrated with… Page 25 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 25. Actions Matter – EMAIL Page 26 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 26. Actions Matter – SOCIAL Page 27 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 27. Actions Matter – WEB Page 28 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 28. Actions Matter – TRANSACTIONS Page 29 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 29. Triggered Engagement Open % 57% Click to Open % 37.1% Click to Open % 23.4% 59% Click % Click % 147% 12.6% Open % Lift 21.7% Page 30 © 2013 Marketo, Inc. 34.0% Standard Nurture Marketo Proprietary and Confidential 5.1%
  • 30. Social Engagement vs. Spend Page 31 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 31. Page 32 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 32. Test & Tune With Social Funnel Metrics JumpStart Tour Referral Results as of 6/13/2013 • 280 participants shared (15%) • 15 qualified for sweepstakes • 144 incremental registrations • 7.4% increase in registrations Page 33 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 33. Traditional vs. New • 45% of Social network users have purchased or asked for something as a result of receiving direct mail Page 34 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 34. Traditional vs. New • 45% of Social network users have purchased or asked for something as a result of receiving direct mail Page 35 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 35. Direct Mail Page 36 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 36. Package is Automatically Sent Page 37 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 37. Upon Delivery: Personalized Email Sent, Tasks Created for Call Page 38 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 38. Why Direct Mail? Page 39 Exact Target 2012 Channel Preferences Survey, February 2012 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 39. Welcome! Here’s what to expect Check out this article Here’s a cool video See our latest offering Share this with friends Here’s what others like! Download our new book Happy birthday Hi, are you ready to buy? More cool content Join us at our event You like X, check out Y Fun ways to learn more Take this survey You haven’t bought yet, here’s a 10% discount Page 40 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 40. What’s the Payoff? • Build brand awareness and affinity • Identify highest value prospects and customers • Quickly convert opportunities • Build long-term loyalty and advocacy …all contributing to greater revenue Page 41 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 41. Page 42 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 42. Q&A
  • 43. We’re Sorry We are experiencing technical difficulties. Please stand by.