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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?