Engagement Marketing: Creating Conversations that Cut through the Noise
 

Engagement Marketing: Creating Conversations that Cut through the Noise

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  • Buying has changed forever. We used to live in the age of information scarcity, where the primary sources for information about a product or service was the sales rep, publications and big ad campaigns. Now, with the Internet and thousands of 3rd party information sources, buyer’s are getting their information elsewhere, and often aren’t ready to engage with a rep until they are 60 to 70% of the way through the buying process. Reaching these buyers in new ways is the challenge for today’s marketers, and Maketo helps marketers meet that challenge.
  • Buying has changed forever. We used to live in the age of information scarcity, where the primary sources for information about a product or service was the sales rep, publications and big ad campaigns. Now, with the Internet and thousands of 3rd party information sources, buyer’s are getting their information elsewhere, and often aren’t ready to engage with a rep until they are 60 to 70% of the way through the buying process. Reaching these buyers in new ways is the challenge for today’s marketers, and Maketo helps marketers meet that challenge.
  • Buying has changed forever. We used to live in the age of information scarcity, where the primary sources for information about a product or service was the sales rep, publications and big ad campaigns. Now, with the Internet and thousands of 3rd party information sources, buyer’s are getting their information elsewhere, and often aren’t ready to engage with a rep until they are 60 to 70% of the way through the buying process. Reaching these buyers in new ways is the challenge for today’s marketers, and Maketo helps marketers meet that challenge.
  • Traditionally, marketers have blasted messages, hoping they resonate with a few targets amongst the crowd. We call this batch and blast.
  • In modern marketing, we target our messages. However, just because someone’s a target, doesn’t mean the message is going to be relevant. Especially since marketer’s aren’t listening. This is interruptive marketing.
  • On any given day, the average customer will be exposed to 2,904 media messages, will pay attention to 52 and will positively remember 4 –SuperProfile 2010
  • Yankel
  • Can only absorb so much
  • The next evolution of marketing focuses on engagement.
  • Interruptive marketing talks at customers. Engagement marketing talks with them.
  • The more frequently and consistently a brand can connect with a customer on an emotional level, the stronger and deeper the customer becomes engaged with the brand.
  • 7.2 channels on average per person
  • Searched for a specific term on our website
  • Based on the term, we send them a video that is highly relevant – and timely
  • A few days after they watched the video, we send a Social Poll to determine what aspect was most compellingTo complete poll, he signed in using social sign-on, and we grabbed his social profile.
  • Based on response and demographics, we add them to a direct mail campaign for demo
  • 45% of social network users have done something as a result of Direct Mail they’ve received
  • 76% of consumers have been directly influenced to purchase through direct mail
  • They sign up for the demoWe kickoff a sales alert and create a task in the CRM systemA sales rep calls, qualifies, and sets up the demo account
  • Once they login to the demo account, we send them a welcome email with the first few steps to successThen, we listen for usage. After 5 days, they haven’t completed specific success steps, so we send them a nudge over email
  • As they play around with the app, they post a tweet about what a cool product it isWe hear it, automatically retweet it, and
  • They sign up and are now a customerWe send them another welcome email, and point them to our community of users, and include a few recent postsLoginCreate First Landing PageSend First Email CampaignBuild First Engagement Program
  • They sign up and are now a customerWe send them another welcome email, and point them to our community of users, and include a few recent postsLoginCreate First Landing PageSend First Email CampaignBuild First Engagement Program
  • They are participating, and once they reach a certain level of activity and achieve a silver badge, we send them a congratulatory email
  • In some ways, engagement marketing will be harder than traditional, interruptive marketing, since dialoguing with individuals requires a lot more effort than shouting at audiences.Existing solutions are difficultto useMost companies fall back to simple drip campaigns Today’s solutions speak well, but don’t listenTechnology Changing so fast!Many of theengagments across lifecycle are owned by different stakeholders within an organization. Culture
  • ----- Meeting Notes (2/25/13 13:51) -----programs: sent #RCA: only refreshes once a dayengagement level for psat 30 days only?

Engagement Marketing: Creating Conversations that Cut through the Noise Engagement Marketing: Creating Conversations that Cut through the Noise Presentation Transcript

  • Engagement Marketing: CreatingConversations That CutThrough the NoiseMichael BergerDirector, Product MarketingMarketo
  • Page 2© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialSALES REP SALES REPINFO SCARCITY INFO ABUNDANCEThe Changing Buyer
  • Page 3© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialThe Changing Buying CycleSelf-educationSales EngagementSelf-education SalesEngagementOldNew
  • Page 4© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialShift of PowerSelf-educationSales EngagementSelf-education SalesEngagementSalesMarketingOldNew
  • Page 6© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • Source: Adbusters, 2011
  • Page 8© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialCustomers 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 littlerelevanceSource: Yankelovich Partners
  • Page 9© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • Page 10© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialEngagement
  • Page 11© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialEngagement MarketingCut through the noise byengaging individuals in adialogue that connectsthem emotionally withyour brand
  • Page 12© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialWhy Engagement Matters• 70% of consumer loyalty and spendingdecisions are based on emotional factors(Gallup 2009)• Research shows that, on average, only 20percent of a companys customers are fullyengaged.1• 90 percent of CEOs rank customer engagementas their primary initiative.21. Jim Clifton, The Coming Jobs War, 20112. IBM, Capitalizing on Complexity: Insights from the Global Chief Executive Officer Study, 2010
  • Page 13© 2013 Marketo, Inc. Marketo Proprietary and Confidential1. Relevant
  • Page 14© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialContent MarketingB2B Enterprise Content Marketing: 2013 Benchmarks, Budgets, and Trends–North America”by Content Marketing Institute and Sponsored by Marketo
  • Page 15© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialContent Marketing• Non-promotional• Closes a knowledge gap• Shows proof• Well-written• Supports business goal(s)• Timely
  • Page 16© 2013 Marketo, Inc. Marketo Proprietary and Confidential2. Listen (at scale)
  • Page 17© 2013 Marketo, Inc. Marketo Proprietary and Confidential3. Engage Across Channels
  • Page 18© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialEmail integrated with…
  • Page 19© 2013 Marketo, Inc. Marketo Proprietary and Confidential4. Over the Entire Customer LifecycleAwarenessLeadsProspectsOpportunitiesCustomersRetainGrowLeverage
  • Page 20© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialWhy Aren’t Marketers Doing This?
  • Page 21© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialWhy Aren’t Marketers Doing This?Source: B2B Contact Marketing website
  • Page 22© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialWhy Aren’t Marketers Doing This?
  • Page 23© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialWhy Aren’t Marketers Doing This?Not in thecompanyDNA
  • Page 24© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialInbound Search
  • Page 25© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • Page 26© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialRelevant Content
  • Page 27© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialSocial Engagement
  • Page 28© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialSocial Engagement vs. Spend
  • Page 29© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialEmailOfferDear Mark,Did you know that Marketo’s social referral app can help makeyour events a huge success? Check out the impact it made forDeluxe Corporation at their 2013 Knowledge Exchange event.Want to see how we can help make your events successful?Click here to request a demo.
  • Page 30© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialDirect MailMark, want moreattendees at your events?See a demo of how our social referral appdrives more event attendance andget a chance to win a free iPadwww.marketo.com/mark-smith
  • Page 31© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialWhy Direct Mail?Exact Target 2012 Channel Preferences Survey, February 2012
  • Page 32© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialSales Engagement
  • Page 33© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialWelcome!
  • Page 34© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialEngaging Journey
  • Page 35© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialApplication Usage
  • Page 36© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialApplication Usage
  • Page 37© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialTrigger Campaigns Based on Activity
  • Page 38© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialGamification
  • Page 39© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • Page 40© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • Page 41© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialCommunity Participation
  • Page 42© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialWhat’s the Payoff?• Build brand awareness and affinity• Increased Reach• Frequent and consistent engagement• Identify highest value customers• Seize the moment• Increased opportunity conversion rate• Shorter sales cycle• Build long-term loyalty and advocacy• Increases lifetime customer value(retention, upsell and cross sell)• Fuels new customer acquisition…all contributing to greater revenue
  • Page 43© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • Page 44© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialItalian Workspace  Joe Smith: Acme Inc.  Community HelpSearch… +Search…+2013Marketo’s Secret SauceDefinitive Guide to EventsLead NurturingLead Nurturing Tracks Setup MembersTrack 1 +1. Lead Scoring Best Practices2. Thought Leadership4. Practical B2B Lead Generation3. Lead Management Best PracticesView: Engagement ▼Engagement: 55 Unsubscribe: 1%Engagement: 65 Unsubscribe: 0%Engagement: 50 Unsubscribe: 2%Engagement: 80Every Tue 3:00 PM PSTLead Scoring Best PracticesLead Management Best PracticesPractical B2B Lead GenerationThought LeadershipEmail Performance ReportProduct DemoTrack EngagementAvg Engagement: 63 Unsubscribe: 1%Exhausted: 50Every Wed | 8:00 AM PSTTrack 2+ContentContent Transition RulesSmart ListFills out FormForm name is ‘Request More Info’FlowSend AlertEmail: ‘Alert – Email in 2nd track’To Other Emails:Content ContentTransition Rules
  • Page 45© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialItalian Workspace  Joe Smith: Acme Inc.  Community HelpSearch… +Search…+2013Marketo’s Secret SauceDefinitive Guide to EventsLead NurturingLead Scoring Best PracticesLead Management Best PracticPractical B2B Lead GenerationThought LeadershipEmail Performance ReportLead Nurturing Tracks Setup My Tokens MembersView: Dashboard ▼ Track: All Tracks ▼-10010203040506070809010025 Jan 1 7 14 28 Feb 4 11 18 25Feb 11, 2013Engagement: 81Summary Engagement by AgeActive: 4,354 Exhausted: 058EngagementEngagementLevelContentTrack 1 Track 2 Track 33%UnsubscribeEngagement Over Time Highest Engagement ▼Lead Scoring Best Practices 32340 leads touched80Practical B2B Lead Generation2395 leads touched 75Definitive Guide to Social M…3821 leads touched 57Lead Scoring Definitive Guide2395 leads touched 55Lead Scoring Definitive Guide2395 leads touched55