Graduating from Email Service Providers


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  • Let’s begin with a definition…
  • Also web visitor tracking
  • And nurture! And lifetime value / engagement
  • We’ve talked about what it is, now let’s talk about what it’s not.Automate as a word sounds mechanical.
  • We’ve talked about what it is, now let’s talk about what it’s not.Automate as a word sounds mechanical.
  • So how are we responding to this? Not good.So between the marketers that are still batching and blasting, or sending personalized messages that aren’t relevant right now, this is kind of what it feels like to be a consumer today.  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  
  • Your consumer is like a sponge, and all those marketing messages are like the water.How do you ensure that your message is the one of the 4that get absorbed into the sponge? After all, a potential buyer can only absorb so much, and your competitors are vying for their attention too.
  • 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.
  • 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: 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)
  • 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.
  • 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
  • While this may be straightforward for programmers, it’s a foreign language to most marketers…This makes the marketer reliant on technical resources for anything that’s not simple, especially anything that incorporates behaviors beyond email open and click
  • 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.
  • The answer: our communicationsmust be more trusted, more relevant, and more strategic. It must be more engaging.  Traditional batch and blast feels like shouting, engagement marketing feels more like a natural conversation. Notice how these women are engaged in conversation. There’s talking, but also listening going on. And the conversation, at least by the looks of it, seems to have a flow to it. [Refer back to this throughout the presentation: how important it is to effectively listen to online body language.]
  • You think it’s easy, draw a simple diagram on the whiteboard
  • But the real world is not that simple. Real conversations are not that simple. Buyers do things you don’t expect. You can’t “script out” the buyer’s process, or the entire conversation. You wouldn’t show up at a cocktail party with everything you were going to say scripted out into simple “if-then” branches. You quickly see that “flow chart” like solutions are inflexible, and difficult to setup and manage. Lots of use cases to worry about.What is prospect does something?---Hard to use: The complexity makes them usable only for serious technical experts. As David Raab, marketing technology expert and consultant says, “I never saw a flow chart interface that actually did a good job handling complexity. So I've reluctantly concluded that flow charts are only suitable for serious technical experts.”Less agile. When you need to rewire complex flow-charts, it can take seemingly forever add or change the content in tracksError-prone, harder to be intelligent. The complexity of spaghetti makes it error prone. Too easy to send expired content, duplicate content, or too much content. “Why are you still sending me an invitation for a webinar from last week?” “I just downloaded this off your site 2 days ago, and now you’re sending it again!” “Do you guys realize how much you send me each day? I’ve had it!”Difficult to see who is where. It can be hard to know how many people are in any track at any given point, and even harder to see how many consumer have reached the end and “exhausted” the track. As a result, consumers may end up not getting any content unless you catch this!As a result, marketers using traditional solutions are limited in their ability to have an interactive, dynamic and customized dialog with prospects and customers. Quote: “My own opinion is quite firm: flow charts don't work. They look good in demonstrations and can lay out simple processes quite nicely. But they get impossibly convoluted once you try to do something complex.” - David Raab, marketing technology consultant and analyst
  • … in fact, let’s take a video captured from inside one of our competitor’s customers…
  • For those of you doing nurturing today, you know it can be tricky for the following reasons…
  • 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.
  • With older solutions, if anything changed, or if new content and offers were created, the marketer had to re-program the system.  Now, with this new engine, marketers can simply drag-and-drop new or modified materials into Marketo’s automated Smart Streams, and the system automatically manages the timing and sending of the right content, to the right person, at the right time. This long sought-after capability makes the marketer’s job radically less complicated and far more productive as they spend time being marketers – creating compelling content and messages – rather than spending time manually programming complex interaction scenarios.With dozens of campaigns, offers, and pieces of content “in flight” at any time, marketers inevitably miss something – and as a result a customer or prospect might receive an email with obsolete messaging, or might accidentally receive three text messages in the same day, or might be skipped completely since they have exhausted all the available content. Marketo’s Customer Engagement engine continuously monitors customer communications, and automatically corrects and alerts the marketer before a problem happens. It allows the marketer to feel safe and know that their campaigns will put the best foot forward with customers and prospects. That makes the marketing programs look good. That makes the marketer look great.
  • 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
  • For a B2B company, here’s what it looks like for the CRM problem
  • Some basic metrics. Test for what works for you! (DJ talks about this also.)But… doesn’t really tell you what’s causing engagement. If you’re like most marketers, you’re likely wading through many different email performance metrics trying to determine the impact of your content…. Email A got opened, but email B was clicked, and email C drove conversions… which is best?
  • Engagement Score enables marketers to quickly judge how effectively each piece of content is engaging prospects and customers over time. This proprietary metric takes many factors into consideration, and outputs a single number that gives marketers a fast, apples-to-apples method of measuring content performance…See trend over time, how updates to program improve engagement.
  • Let’s talk about measuring what the CXO cares about.. While you may not be doing all this analysis now, you most likely will in their future. [Be sure to focus on this point a lot so you don’t lose them.]ROI: First revenue, then investmentMeasureROItofind not just what works, but what works betterEstablish goals upfrontMake sure programs are measureableFocus on decisions that improve ROI
  • First step – track all the touches.Easy using Marketo.Explain chartExplain First Touch vs Multi-Touch
  • Next, let’s focus on “Investment” side of ROI. Notice it’s investment, not cost. You “invest’ in growth, marketing is a growth driver.-Then you enter and track your budget plan-as invoices come in from your financial system, you can map them to line items-you can also map your Marketo programs to specific budget categories or line items-you can track planned, forecasted and actual spend, and indicate whether forecasted spend is committed or optional
  • Here is what Marketo’srevenue cycle looks like Tracks where someone isModeled for youModelNote Success Path and Detours; Inventory and SLAs
  • Google Analytics for Revenue –key metrics that matter –Balance – open prospectsFlow – new leads over timeVelocity – how fast are folks moving
  • So there you have it: everything you ever wanted to know (and then some) about marketing automation. Whether your company’s annual revenue is $100 billion or $5 million—or even less— marketing automation is the technology that will propel your business into the new era of relationship-based marketing with quantifiable results.
  • So there you have it: everything you ever wanted to know (and then some) about marketing automation. Whether your company’s annual revenue is $100 billion or $5 million—or even less— marketing automation is the technology that will propel your business into the new era of relationship-based marketing with quantifiable results.
  • Let’s do an exercise. Raise your hand if your company has the ability to send marketing emails.I mean it. Don’t just sit there – really, raise your hand. This one’s easy. I’ll wait.
  • OK. Now, keep it raised if your company can easily create new landing pages for each campaign. Is it still up?
  • Now keep it raised if your marketing team can set up all the emails for an event before it starts, and let it run ‘lights-out’. No one looking. All parts whirring—and working.Yes, I know—that one’s a little trickier. Just a few more. I know your arm may be getting tired.
  • Do you have the ability to look at a list of potential customers and prioritize them based on fit with your business and likelihood to buy? Can you filter leads by level of engagement and interest in your brand? Is your hand still up?
  • Last question. Keep your hand raised if you can measure the revenue contribution of each of your marketing programs.
  • If your arm is still up, you probably already know what marketing automation is and you are using it effectively. Congrats! Give yourself a fist pump, and go ahead and grab a cup of coffee for 5 min.Everybody else… listen on, marketing automation 101.
  • How do you do that? One word: relevanceThis is how we do it at Marketo…. But try to speak to both B2B and B2C
  • Active vs Latent Leads – very different follow-up. Active <5 min response. Latent, craft a personalized message.
  • Top of funnel – first metrics you use to evaluate a program. Opps take a while to develop, so while you’re waiting….Old school metrics: Cost per name, cost per new name, cost per click, cost per million, etc – none of this matters, you want the RIGHT names.But the real question is – what’s driving PIPELINE??
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