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The Engagement Economy
New Ways To Engage Digital Consumers
over Email and Social
#RevEngine @jonmiller
Hi, I’m Jon Miller
Subscribe to blog.marketo.com
@jonmiller
1. Born in Ethiopia
2. Can dislocate my thumbs at will
3. Studied Physics at Harvard, captain of high-
school debate team and newspaper staff
4. My first child was born the same month
that we incorporated Marketo
#RevEngine @jonmiller
Topics
Conversations
not Campaigns
Relevance
Multi-Channel
#RevEngine @jonmiller
Conversations Not
Campaigns
#RevEngine @jonmiller
#RevEngine @jonmiller
#RevEngine @jonmiller
#RevEngine @jonmiller
Example Conversation: Nurturing
A
B
C
D
1 2
3
Stages
1. BUYING STAGES
• Early (4.1.1 cadence)
• Mid and Late
• Customer
2. BUYING PROFILES
• Industry: 82%
• Role: 67%
• Company Size: 49%
• Geography: 29%
Get The “Definitive Guide to Lead Nurturing”
http://marketo.com/DG2LN
#RevEngine @jonmiller
#RevEngine @jonmiller
Relevance
#RevEngine @jonmillerSource: Adbusters, 2011
#RevEngine @jonmiller
#RevEngine @jonmiller
#RevEngine @jonmiller
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
#RevEngine @jonmiller
Example: Topic of Interest Triggers
• Attends event
• Downloads content
• Click email
• Fills out form
• Score is changed
#RevEngine @jonmiller
Standard Nurture Triggered Interests Lift
Open % 21.7% Open % 34.0% 57%
Click to Open % 23.4% Click to Open % 37.1% 59%
Click % 5.1% Click % 12.6% 147%
#RevEngine @jonmiller
Email
Web
Social
Campaigns
CRM
Transactions
#RevEngine @jonmiller
ESPs Only Track Email Behaviors
For sophisticated
targeting rely on
technical
databases and
complex queries.
#RevEngine @jonmiller
But I’m a Marketer, not a Programmer!
I can do this
myself! No trips
to see IT – yay!
#RevEngine @jonmiller
Multi-Channel
Engagement
#RevEngine @jonmiller
#RevEngine @jonmiller
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
#RevEngine @jonmiller
#RevEngine @jonmiller
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
#RevEngine @jonmiller
Tweetable Takeaways
1.Nobody wants to get “blasted” –
engage consumers in multi-
channel conversations
2.The key to relevance is
behavioral targeting – market
like Amazon
3.Don’t just run social campaigns,
make every campaign social
@jonmiller
The Engagement Economy: New Ways To Engage Digital Consumers over Email and Social

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The Engagement Economy: New Ways To Engage Digital Consumers over Email and Social