Engagement Marketing: Creating Conversations that Cut Through the Noise

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Engagement Marketing: Creating Conversations that Cut Through the Noise

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Your audience has their marketing shields up. How do you, as a marketer, cut through the noise and engage potential customers? The answer is though engagement marketing, which uses dialogue to......

Your audience has their marketing shields up. How do you, as a marketer, cut through the noise and engage potential customers? The answer is though engagement marketing, which uses dialogue to foster a conversation with your customers. This requires the marketer to “listen” to the customer across multiple channels and respond appropriately. This kind of two-way conversation is more engaging and more effective at helping you build compelling, trusted relationships with both your potential and current customers.

Watch this eye-opening webinar on this increasingly relevant marketing topic, and learn how to use these techniques for more effective, engaging marketing. We'll explore:

• What engagement marketing is
• How dialogues are created
• The importance of taking the dialogue across channels
• The unique benefits of engagement marketing
• Examples of engagement marketing at work

More in: Business
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  • Not that long ago, there were few 3rd party sources of information – information scarcity – which meant that a buyer had to get most of their information from sales.It also meant we lived in a world of attention abundance, with fewer channels competing for a buyer’s attention.
  • But now, there is an explosion of readily available information… This is a recent phenomenon… According to IBM, we create 2.5 quintillion bytes of data — so much that 90% of the data in the world today has been created in the last two years alone.IDC report, Extracting Value from Chaos, says that that amount of global digital information created and shared worldwide has grown 9-fold in the five years to 2011 to nearly 2 zettabytes (2 trillion GB), and should quadruple again by 2015All this data = buyers today are more empowered. The Web provides them with instant information gratification. They can access detailed specs, pricing, and reviews about goods and services 24/7 with a few flicks of their thumbs. Meanwhile, social media encourages them to share and compare, while mobile devices add a wherever/whenever dimension to every aspect of the experience. Result: 65-90% of buying process is complete when consumer is walks into store/branch/dealer, or contacts salesRequires deep changes in how we market to consumers.So, how are we as marketers doing responding to this?
  • 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.
  • 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.
  • Traditionally, marketers have blasted messages, hoping they resonate with a few targets amongst the crowd. We call this batch and blast.
  • Short history of email:Commercial email first evolved from a traditional direct mail mindset: lists, promotions, offers. Big campaigns. Send the same message frequently and rapidly to many. 1-2% response rates. Sent on your schedule, not theirs. It was a military mentality applied to marketing.One of email’s biggest “benefits” was its low cost compared to direct mail. But email was too easy. When companies combined the ease of sending large quantities emails with the low cost of doing so, it resulted in a recipe for a sender's dream but a receiver's nightmare. “Batch and blast” was off and running.But the problem was this: Nobody wants to get “blasted”.Think of the word blast....what do you imagine? It's a shotgun. Wide pattern, random spread, unfocused (for the most part) and an imprecise tool whose end result is one that sometimes leaves more damage than any benefit you might have gained. .. It hurts. Casualty of war.Terms like “hit the database” or “e-shot” are just as bad.
  • 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.
  • This is what it sounds like when done wrong.It beats an incessant drum for subscribers. And does not engage them or enthuse them to open in future,
  • Here’s an example of how Marketo created even more relevance.Topic of interest nurturing: Nurture tracks based on four different topics that we thought our customers were interested in (email, social marketing, marketing automation, and Microsoft Dynamics). Welisten for signs that may be interested in this (events attended, web visits, keywords used etc.), and if so assign them to the specific track nurture track. If they get to the end of that specific track, we put them back to regular until they do something else specific.
  • Result: Big lift!More on our blog about this: http://blog.marketo.com/blog/2013/06/topic-of-interest-based-nurturing.html
  • The key to relevance is behavioral targeting.So you want relevancy and engagement – but this requires sophisticated targeting that combines online body language (web traffic, search behavior, email response) plus transactional data plus with lifestyle and demographic data (personas)When behavioral cues are not used, email can be experienced as a dissonant interruption. What the sender considers a coordinated "drip campaign" may feel more like water torture to the receiver.
  • Which emails did the consumer open and/or click on? How long ago did was the last interaction with your email (three days, three weeks ago or three months)?Email: sent, opened, clicked, bounced, unsubscribed, etc.
  • Social: Did the consumer mention your company on Twitter? Did they navigate to your site from Facebook? Share one of your messages? Comment on a post on your site?
  • Website: Did the consumer visit your website? How recently? What content did he or she download or watch? What keywords were used to navigate to the site? What forms?
  • purchase history, deposit, withdrawal, cart abandonment, data usage, etcCLOSING:Fundamentally, consumers increasingly expect this. They know how much information is available, and expect marketers to use it. They expect you to know the answers questions such as: What did they want? What did they look at? How did they react? … and then to use that information to create more relevant interactions.
  • This is more like what you want your communications to be….
  • So how can we be more relevant and engaging?You can’t be relevant if you’re broad.We know batch and blast does not work – it is simply less engaging. One way is to be more targeted – smaller sends = more engaging. Engagement Score enables marketers to quickly judge how effectively each piece of content is engaging prospects and customers over time… combines open, click, unsubscribe, conversion, and so on into a single metrics.
  • Today’s consumers move seamlessly across digital and offline channels. According to a recent Experian QAS® survey, 36 percent of U.S. organizations interact with customers and prospects in five or more channels.In retail banking, 61% of consumers use three or more channels each month (e.g. branch, phone, online, and mobile – in addition to email). However, Companies Not Prepared to Deliver Integrated ExperiencesQUOTE: “Fewer than 10 percent of brands are executing true cross-channel communications informed by one view of the customer.” - The 2013 Digital Marketer, Experian = Big opportunity to increase relevancy.Organization silos:Traditionally, marketing organizations are made up of either product or channel teams. Within this structure, each team works hard to optimize their siloed marketing efforts — and, in most places, have gotten really good at delivering their individual marketing programs and defending their individual marketing budgetsTechnology silos: Many of the tools are focused on a channel — email, mobile, catalog or Web. The big challenge for marketers is that message delivery within channels almost always happens via disparate platforms. Especially a problem with ESP. Email “grew up” with companies using stand-alone email service providers (ESPs) and outside agencies. This legacy hangs over email today. Traditional email service providers (ESP) = not multi-channel, not channel agnosticThe modern, digitally-empowered consumer doesn’t think in terms of channels and doesn’t care about your silos.Uses whatever device they have in the moment… web, mobile, tabletSo, companies shouldn’t expect the consumer to adapt; companies should adapt. This means moving from channel- or promotion-centric marketing plans to customer-centric marketing plans, and enabling those plans with marketing technology that is ready to deliver.
  • …showing all the types of data Marketo collects, pointing in towards a person Web, Email, Social, CRM, Campaign History, Transactions….Unified view of the customer with Marketo.
  • Social plays an increasingly large role in the cross channel experience. consumers trust ads only about 33% of the time – but, they trust recommendations from peers 92% of the time. We believe social is just a channel. Don’t do social campaigns… make every campaign social.
  • Another example – these roadshows!!
  • By the time we’re done, it will be ~240 incremental registrations – just for $500PS: pretty good odds to win $500!
  • Example of a Multi-Channel Marketo Campaign
  • 76% of consumers have been directly influenced to purchase through direct mail
  • They are participating, and once they reach a certain level of activity and achieve a silver badge, we send them a congratulatory email
  • 7.2 channels on average per person
  • 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
  • This is a screenshot of Marketo Customer Engagement. You can see it is very friendly looking and it is very easy to use and run.
  • ----- Meeting Notes (2/25/13 13:51) -----programs: sent #RCA: only refreshes once a dayengagement level for psat 30 days only?
  • Delivering on an integrated, cross-channel consumer experience requires the ability to do three main things:Listen. Listen to behavior across all channels to create a single, integrated view of the consumer personaAct. Manage and personalize consumer conversations across channelsMeasure. Analyze and compare how marketing programs across various channels impact marketing success

Transcript

  • 1. Engagement Marketing: CreatingConversations That CutThrough the NoiseMichael BergerDirector, Product MarketingMarketo
  • 2. Page 2© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 3. Page 3© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialABUNDANCEINFORMATION
  • 4. Page 4© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialSALES REP SALES REPINFO SCARCITY INFO ABUNDANCEThe Changing Buyer
  • 5. Page 5© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialShift of Power – Car PurchaseSelf-educationDealerSelf-education DealerSalesMarketingOldNew
  • 6. Source: Adbusters, 2011
  • 7. Page 7© 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
  • 8. Page 8© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 9. Page 9© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialEngagement
  • 10. Page 10© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialEngagement MarketingCut through the noise byengaging individuals in adialogue that connectsthem emotionally withyour brand
  • 11. Page 11© 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
  • 12. Page 12© 2013 Marketo, Inc. Marketo Proprietary and Confidential1. Relevant
  • 13. Page 14© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 14. Page 15© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 15. Page 16© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialHi, are you ready to buy?Hi, are you ready to buy?Hi, are you ready to buy?Hi, are you ready to buy?Hi, are you ready to buy?Hi, are you ready to buy?Hi, are you ready to buy?Hi, are you ready to buy?Hi, are you ready to buy?Hi, are you ready to buy?
  • 16. Page 17© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 17. Page 18© 2013 Marketo, Inc. Marketo Proprietary and Confidential2. Conversations (not Campaigns)
  • 18. Page 19© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialExample: Topic of Interest Triggers• Attends event• Downloads content• Click email• Fills out form• Score is changed
  • 19. Page 20© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialTriggered Interests Standard Nurture LiftOpen % 34.0% Open % 21.7% 57%Click to Open % 37.1% Click to Open % 23.4% 59%Click % 12.6% Click % 5.1% 147%
  • 20. Page 21© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialThe Key to Relevance is Behavioral Targeting
  • 21. Page 22© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialWhat did theconsumer openand/or click on?Where did theyconvert?What did theyforward?Actions Matter – EMAIL
  • 22. Page 23© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialDid theconsumermention yourcompany onTwitter?Share yourcontent?Actions Matter – SOCIAL
  • 23. Page 24© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialDid theconsumer visityour website?How recently?What did theylook at?Actions Matter – WEBSITE
  • 24. Page 25© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialWhat is therecent purchasehistory?Deposits /withdrawals?Actions Matter – TRANSACTIONS
  • 25. Page 26© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialWelcome! Here’s what to expectCheck out this articleHere’s a cool videoSee our latest offeringShare this with friendsHere’s what others like!Download our new bookHappy birthdayHi, are you ready to buy?More cool contentJoin us at our eventYou like X, check out YFun ways to learn moreTake this surveyYou haven’t bought yet, here’s a 10% discount
  • 26. Page 27© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialMore Targeted Sends are More Engaging050100150200250300350400100 1000 10000 100000EngagementScoreEmail DeliveredSource: Marketo research
  • 27. Page 28© 2013 Marketo, Inc. Marketo Proprietary and Confidential3. Ongoing ConversationSource: Connection Model 2012
  • 28. Page 29© 2013 Marketo, Inc. Marketo Proprietary and Confidential4. Engage Across Channels
  • 29. Page 30© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 30. Page 31© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialMulti-Channel ListeningWeb, Email, Social, CRM, Campaign History, Transactions
  • 31. Page 32© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialReach&EngagementSocialLiftSocialLiftSocialLiftSocialLiftSocialLiftLandingPagesWebsite FacebookPagesOnline Ads EmailSocialLiftEventsGet The “Definitive Guide to Social Marketing”http://marketo.com/DG2SM
  • 32. Page 33© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 33. Page 34© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialTest & Tune With Social Funnel MetricsJumpStart TourReferral Resultsas of 6/13/2013• 280 participantsshared (15%)• 15 qualified forsweepstakes• 144 incrementalregistrations• 7.4% increase inregistrations
  • 34. Page 35© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialSocial Engagement vs. Spend
  • 35. Page 36© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialSocialEngagement
  • 36. Page 37© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialSocial Engagement vs. Spend
  • 37. Page 38© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialDirect Mail
  • 38. Page 39© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialPackage is Automatically Sent
  • 39. Page 40© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialUpon Delivery: Personalized Email Sent,Tasks Created for Call
  • 40. Page 41© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialWhy Direct Mail?Exact Target 2012 Channel Preferences Survey, February 2012
  • 41. Page 42© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialGamification
  • 42. Page 43© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 43. Page 44© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialOnline Community
  • 44. Page 45© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialOnline Community
  • 45. Page 46© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialWhat’s the Payoff?• Build brand awareness and affinity• Build long-term loyalty andadvocacy• Increase lifetime customer value(retention, upsell and cross sell)• Fuel new customer acquisition…all contributing to greater revenue
  • 46. Page 47© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialWhy Aren’t Marketers Doing This?
  • 47. Page 48© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialWhy Aren’t Marketers Doing This?Source: B2B Contact Marketing website
  • 48. Page 49© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 49. Page 50© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 50. Page 51© 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
  • 51. Page 52© 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
  • 52. Page 53© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialListen • Engage • Measure