Marketing Cloud Virtual Event: Engagement Marketing
 

Marketing Cloud Virtual Event: Engagement Marketing

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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 foster ...

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.

You will learn:

• 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

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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.
  • 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.
  • 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,
  • 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
  • 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.
  • 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.
  • …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.
  • 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.
  • Result: Big lift!More on our blog about this: http://blog.marketo.com/blog/2013/06/topic-of-interest-based-nurturing.html
  • 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.
  • 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!
  • 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.
  • Example of a Multi-Channel Marketo Campaign
  • 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
  • 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
  • 7.2 channels on average per person
  • 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?

Marketing Cloud Virtual Event: Engagement Marketing Presentation Transcript

  • 1. Engagement Marketing: Creating Conversations That Cut Through the Noise Michael Berger Director, Product Marketing Marketo
  • 2. Page 2 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 3. Page 3 © 2013 Marketo, Inc. Marketo Proprietary and Confidential ABUNDANCE INFORMATION
  • 4. Page 4 © 2013 Marketo, Inc. Marketo Proprietary and Confidential The Changing Buying Cycle Self- education Sales Engagement Self-education Sales Engagement Information Scarcity Information Abundance
  • 5. Page 5 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Shift of Power Self- education Sales Engagement Self-education Sales Engagement Sales Marketing Information Scarcity Information Abundance
  • 6. Page 6 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Blast Away!
  • 7. Page 7 © 2013 Marketo, Inc. Marketo Proprietary and Confidential More Targeted
  • 8. Page 8 © 2013 Marketo, Inc. Marketo Proprietary and Confidential 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?
  • 9. Source: Adbusters, 2011
  • 10. Page 10 © 2013 Marketo, Inc. Marketo Proprietary and Confidential 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
  • 11. Page 11 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Engagement
  • 12. Page 12 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Engagement Marketing Cut through the noise by engaging individuals in a dialogue that connects them emotionally with your brand
  • 13. Page 13 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Why Engagement Matters • 70% of consumer loyalty and spending decisions are based on emotional factors (Gallup 2009) • Research shows that, on average, only 20 percent of a company's customers are fully engaged.1 • 90 percent of CEOs rank customer engagement as their primary initiative.2 1. Jim Clifton, The Coming Jobs War, 2011 2. IBM, Capitalizing on Complexity: Insights from the Global Chief Executive Officer Study, 2010
  • 14. Page 14 © 2013 Marketo, Inc. Marketo Proprietary and Confidential 1. Relevant
  • 15. Page 15 © 2013 Marketo, Inc. Marketo Proprietary and Confidential 2. Listen (at scale)
  • 16. Page 16 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Behaviors Tell Us A Lot About Interests
  • 17. Page 17 © 2013 Marketo, Inc. Marketo Proprietary and Confidential ActionsMatter–EMAIL
  • 18. Page 18 © 2013 Marketo, Inc. Marketo Proprietary and Confidential ActionsMatter–SOCIAL
  • 19. Page 19 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Actions Matter – WEBSITE
  • 20. Page 20 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Actions Matter – TRANSACTIONS
  • 21. Page 21 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Multi-Channel Listening Web, Email, Social, CRM, Campaign History, Transactions
  • 22. Page 22 © 2013 Marketo, Inc. Marketo Proprietary and Confidential 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
  • 23. Page 23 © 2013 Marketo, Inc. Marketo Proprietary and Confidential More Targeted Sends are More Engaging 0 50 100 150 200 250 300 350 400 100 1000 10000 100000 EngagementScore Email Delivered Source: Marketo research
  • 24. Page 24 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Triggered Nurture Standard Nurture Lift Open % 34.0% Open % 21.7% 57% Click to Open % 37.1% Click to Open % 23.4% 59% Click % 12.6% Click % 5.1% 147%
  • 25. Page 25 © 2013 Marketo, Inc. Marketo Proprietary and Confidential 3. Engage Across Channels
  • 26. Page 26 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Email integrated with…
  • 27. Page 27 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Social Engagement vs. Spend
  • 28. Page 28 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Social Engagement vs. Spend
  • 29. Page 29 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 30. Page 30 © 2013 Marketo, Inc. Marketo Proprietary and Confidential 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
  • 31. Page 31 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Reach&Engagement SocialLift SocialLift SocialLift SocialLift SocialLift Landing Pages Website Facebook Pages Online Ads Email SocialLift Events Get The “Definitive Guide to Social Marketing” http://marketo.com/DG2SM
  • 32. Page 32 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Direct Mail
  • 33. Page 33 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Package is Automatically Sent
  • 34. Page 34 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Upon Delivery: Personalized Email Sent, Tasks Created for Call
  • 35. Page 35 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Why Direct Mail? Exact Target 2012 Channel Preferences Survey, February 2012
  • 36. Page 36 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Traditional vs. New • 45% of Social network users have purchased or asked for something as a result of receiving direct mail
  • 37. Page 37 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Sales Engagement
  • 38. Page 38 © 2013 Marketo, Inc. Marketo Proprietary and Confidential 4. Over the Entire Customer Lifecycle Awareness Leads Prospects Opportunities Customers Retain Grow Leverage
  • 39. Page 39 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Application Usage
  • 40. Page 40 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Application Usage
  • 41. Page 41 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Trigger Campaigns Based on Activity
  • 42. Page 42 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 43. Page 43 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Community Participation
  • 44. Page 44 © 2013 Marketo, Inc. Marketo Proprietary and Confidential What’s the Payoff? • Build brand awareness and affinity • Identify highest value prospects and customers • Build long-term loyalty and advocacy …all contributing to greater revenue
  • 45. Page 45 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Why Aren’t Marketers Doing This?
  • 46. Page 46 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Why Aren’t Marketers Doing This? Source: B2B Contact Marketing website
  • 47. Page 47 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Why Aren’t Marketers Doing This?
  • 48. Page 48 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Why Aren’t Marketers Doing This? Not in the company DNA
  • 49. Page 49 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 50. Page 50 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Italian Workspace  Joe Smith: Acme Inc.  Community Help Search… + Search… + 2013 Marketo’s Secret Sauce Definitive Guide to Events Lead Nurturing Lead Scoring Best Practices Lead Management Best Practic Practical B2B Lead Generation Thought Leadership Email Performance Report Lead Nurturing Tracks Setup My Tokens Members View: Dashboard ▼ Track: All Tracks ▼ -10 0 10 20 30 40 50 60 70 80 90 100 25 Jan 1 7 14 28 Feb 4 11 18 25 Feb 11, 2013 Engagement: 81 Summary Engagement by Age Active: 4,354 Exhausted: 0 58 Engagement EngagementLevel Content Track 1 Track 2 Track 3 3% Unsubscribe Engagement Over Time Highest Engagement ▼ Lead Scoring Best Practices 3 2340 leads touched 80 Practical B2B Lead Generation 2395 leads touched 75 Definitive Guide to Social M… 3821 leads touched 57 Lead Scoring Definitive Guide 2395 leads touched 55 Lead Scoring Definitive Guide 2395 leads touched 55