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Getting Engagement Marketing Right
 

Getting Engagement Marketing Right

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Your audience has their marketing shields up. How do you cut through the noise and engage potential buyers? The answer is through engagement marketing, which listens to the customer across multiple ...

Your audience has their marketing shields up. How do you cut through the noise and engage potential buyers? The answer is through engagement marketing, which listens to the customer across multiple channels and responds appropriately. This kind of conversation goes beyond highly ineffective batch-and-blast email strategies, which lessen the likelihood of connecting with potential buyers in the future.


Join us for a live webinar on this increasingly relevant marketing topic, and discover best practices for creating more engaging marketing campaigns. You'll also learn about the critical capabilities that you should look for in a solution to ensure that your interactions with potential customers are always two-way, relevant, multi-channel, timely, and ultimately – effective at turning leads into customers.


Listen as Marketo's Michael Berger, Director, Product Marketing, discusses:

-How to create meaningful conversations with potential buyers
-The importance of taking the dialogue across channels
-Tools that are needed for a successful engagement marketing strategy
-Key capabilities to look for in an engagement marketing solution

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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.
  • Today’s “flow chart” like solutions are linear, inflexible and difficult to setup and manageFocused on single channel, one-to-many communications (batch and blast)
  • Today’s “flow chart” like solutions are linear, inflexible and difficult to setup and manageFocused on single channel, one-to-many communications (batch and blast)
  • How do you do that? One word: relevanceThis is how we do it at Marketo…. But try to speak to both B2B and B2C
  • 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.
  • Result: Big lift!More on our blog about this: http://blog.marketo.com/blog/2013/06/topic-of-interest-based-nurturing.html
  • Email service providers traditional don’t help much. ESPs tend to only track email behaviors (open, click) in their local database. Lacking connection to other buyer touch points, standalone email services are unable to inform communication with more personal behavioral cues.But for more sophisticated targeting, they rely on technical databasesThese lists come from complex queries written by technical experts, not marketers. This includes API calls, SAS queries, and some email providers even tout the fact that their queries can be written in “good old fashioned SQL” (they even provide functionality for handling situations where the SQL-queries time out!)Don’t use dumb lists, use a smart database – easy!!And easy to change
  • Today’s “flow chart” like solutions are linear, inflexible and difficult to setup and manageFocused on single channel, one-to-many communications (batch and blast)
  • Today’s “flow chart” like solutions are linear, inflexible and difficult to setup and manageFocused on single channel, one-to-many communications (batch and blast)
  • Today’s “flow chart” like solutions are linear, inflexible and difficult to setup and manageFocused on single channel, one-to-many communications (batch and blast)
  • Email is 4th best channel for Marketo from a multi-touch Opp attribution perspective. 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.
  • After website, PPC next on Marketo’s list for opp creation (less than 31%). #3 would be outbound teleprospecting (less than 13%) , webinars are #4 and tradeshows #5.
  • 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
  • Way better than industry benchmarks
  • 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
  • The problem is, people aren’t ready to buy on your timeline. They buy when they are ready.Note: try to address this to both B2B and B2CIntroduce nurturing – why it matters – with dance analogy:You got people to the dance when you got them to opt-inBut then do you just stand around waiting for someone to dance? No. Better to flirt a little (nurture). Entertain them, educate them, make them laugh. Get to know then, give them space when needed. Sometimes, gently touch their arm to know you want to move things along.
  • Rank leads in order to determine which leads are ready for purchase (“ready to dance”), and which need to be nurtured. Fit – am I attracted to youInterest – are you attracted to me Need both, but even that’s not enough … you could be married. Buying intent – timing matters as well, are you looking to make a purchase
  • Here’s how Marketo does it. Latent behaviors – interestActive behaviors – buying intent
  • Active vs Latent Leads – very different follow-up. Active <5 min response. Latent, craft a personalized message.
  • For a B2B company, here’s what it looks like for the CRM problem
  • 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
  • Aha moment
  • 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?