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Data-Driven Digital Marketing: Use What You Know About Your Customers to Drive Revenue
 

Data-Driven Digital Marketing: Use What You Know About Your Customers to Drive Revenue

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  • Include this, or leave for Tom to get to it later?What’s the handoff to Marketo?Discuss
  • Marketo: XXXBrainshark: Why video & mobile matters for audiences on social channelsVideo take on a range of different types – lets look at possible flavors you may want to consider Best practices & examples
  • The core philosophy of our revenue engine is that buying has changed forever, and that marketing and sales need to change as well.Not that long ago, there were few 3rd party sources of information, which meant that a buyer had to get most of their information from sales. In this world, it made perfect sense for marketing to pass all leads over to sales. But now, the explosion of readily available information means buyers get most of their information themselves and don’t want to talk to a sales person until they are much further along. 70% of the buying cycle has already taken place before buyers are willing to engage with a live sales person.With this change, marketing has the opportunity to seize the day and take a much larger share of revenue.
  • When marketing takes a larger share, you need to look at the REVENUE CYCLE, not just the Sales Cycle.Why Sales Cycle is good.Extend that to entire process.APPLY TO B2C as well…Names not leads.Engaged. Only 20% of prospects are ready to be leads, so we nurture.
  • Then – scarcity, brand, leads to salesPhase I – people put info online – but leads not ready, so nurtureNow – abduance, off website. Need social and content; and what I call ‘seed nurturing’ – next slide to explain Seed

Data-Driven Digital Marketing: Use What You Know About Your Customers to Drive Revenue Data-Driven Digital Marketing: Use What You Know About Your Customers to Drive Revenue Presentation Transcript

  • Join the Conversation on Twitter #EktronDDM
  • About Ektron■ Web Content Management Pioneer ■ Founded in 1998 ■ HQ: Nashua, NH ■ Offices in Chicago, Denver, San Francisco, Sydney, Brussels, London■ 270 employees■ 3500+ customers with over 12,000 sites running on Ektron
  • AgendaScott Liewehr, Lead Analyst at Outsell’s Gilbane ServicesDynamic Digital Customer Experiences@sliewehrJon Miller, Vice President, Marketing at MarketoLead Nurturing and Relationship Development@jonmiller2Tom Wentworth, Chief Marketing Officer at EktronConnecting Content to Revenue@twentworth12
  • Dynamic Digital CustomerExperiencesScott Liewehr | Lead Analyst, WCM PracticeOutsells Gilbane Services
  • Outsell’s Gilbane ServicesRESEARCH INSIGHT CONSULTING • Analyst and consulting firm focused on content technologies • Market and buyer education, research and consulting • 20+ year track record, with 200+ client projects and experience of 100+ vendors • Offices in the US (Cambridge and Burlingame) and UK (London) • Annual Gilbane Conference 6
  • “Engagement occurs when a consumer interacts with a brand, and elects to invest in it physically, financially or emotionally.”7
  • Engagement: the most valued currency of the web 8
  • In order to persuade, one must first be able to perceive9
  • The Engagement Journey10
  • Measuring the Level of Engagement Understanding the audience and where they are on the journey is a business asset. 11
  • Confusion abound• Web Content Management• Web Experience Management• Web Engagement Management• Customer Experience Management 12
  • Customer Experience Definition “A customer’s holistic perception of a company and its offerings based on all of the customer’s interactions with the company…” 13
  • Customers vs. Prospects 14
  • Digital Customer Experience Hub Brand Websites Mobile / Facebook Tablet / TV YouTube Twitter Direct iPhone Mail Apps Customer Email Support Campaign WCM Email Analytics Mgmt Customer Support ECM System Social Media PIM Mgmt Market CRM Data ERP 15
  • Lead Nurturing and Relationship DevelopmentJon MillerVP MarketingMarketo@jonmiller2
  • Topics • Buying has changed forever • How business’s need to evolve • Lead nurturing / relationship development Jon Miller VP Marketing • Seed nurturing – listen and Marketo @jonmiller2 engagePage 17© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • Buying Has Changed Forever OLD DAYS: INFO SCARCITY TODAY: INFO ABUNDANCE 1960s – Recent BUYER SALES REP SALES REPPage 18© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • The Revenue Cycle MQL AWARENESS Prospect & SAL All Names Recycled Engaged SQL Sales Lead Lead Opportunity Customer Nurturing Database Marketing SDR SalesPage 19© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • Content Marketing at Every Stage Early Stage Thought leadership and best practices to build brand and awareness Middle Stage Buyers guides, RFP templates and industry information to help structure research Late Stage Company-specific information to help evaluate and reaffirm selectionPage 20© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • <25% of New Prospects Are Ready for Sales 25% Sales Ready 50% Need Nurturing 25% Disqualified Source: RainTodayPage 21© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • Lead Nurturing Plugs the Leak Building relationships with qualified prospects regardless of their timing to buy, with the goal of earning their business when they are ready. MQL Prospect & SAL All Names Recycled Engaged SQL Lead Sales Lead Lead Opportunity Nurturing ROI: 50% more marketing leadsPage 22© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • Lead Nurturing Relevance Stages 1 2 3 1. BUYING STAGES A • Early (Pre-MQL) • Mid (MQL) • Late (Opportunity) B • Customer 2. BUYING PROFILES • Industry: 82% C • Role: 67% • Company Size: 49% • Geography: 29% D Get The “Definitive Guide to Lead Nurturing” http://bit.ly/DGtoLNPage 23© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • And Now It’s Changing Again More than 1 Billion Social Users Chart courtesy of Salesforce.com Source: Comscore, July 2011Page 24© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • The New Revenue Cycle Prospect Lead Known Awareness Friend Opportunity Customer Names Nurturing Database Traditional Generating Developing Relationships Brand “Like” (Email, Social, Offline)Page 25© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • Introducing “Seed Nurturing” Seed nurturing is the process of building relationships with qualified prospects before you have their contact information. Listening / Scoring Engaging / Nurturing On Your Site • Anonymous visitor • Dynamic content / analysis personalization • Anonymous Off Your Site • Social data profiles • Sharing content (e.g. Facebook Wall, • Online media • Listening and social Twitter) signals • Social media • Retargeting • Facebook Open GraphPage 26© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • Before Before Now Google Social Information • Information • Information • Information Availability Scarcity Online Abundance • Brand and • SEO, PPC, • Social and Awareness Email Content Marketing Marketing • All Leads • Lead Nurturing Processes Passed to • “Seed Sales • Lead Scoring Nurturing”Page 27© 2011 Marketo, Inc. Marketo Proprietary and Confidential
  • Connect Content to Revenueby integrating Systems of Experience Tom Wentworth CMO tom.wentworth@ektron.com @twentworth12
  • Key Challenges■ Marketing channels have radically expanded from traditional mail and telemarketing to digital ■ Email, social media+networks, mobile devices+apps, etc.■ Consumers demand relevancy■ Marketing teams operate in silos, often due to technology limitations ■ Content, Context, and Data live in different places
  • Defining Systems of Experience
  • Today, your company probably markets in silos
  • Introducing Ektron Digital Experience HubConnecting Systems of Experience
  • Ektron Digital Experience HubFor Marketo ■Automatically connect web forms to Marketo ■Personalize web content delivery using lead score and other campaign attributes
  • Marketo + Ektron in Action■ Prospect comes to an Ektron-powered website, interacts with the Ekovision 60, and signs up for a newsletter
  • Marketo + Ektron in ActionAutomatically Connect Web Forms to Marketo■ Ektron DxH creates a new lead in Marketo, passing all relevant user context
  • Marketo + Ektron in ActionRe-target Key Messages using Marketo Lead Scoring■ Visitor behavior is scored by Marketo and offer is automatically re-targeted to visitor
  • Marketo + Ektron in ActionPersonalize the Website Using Marketo Programs■ Target Content using Marketo data via Ektron DxH
  • Marketo + Ektron in Action■ Target content using any Marketo Lead Attribute and Activity
  • Ektron DxH Value Points■ Extend, not replace, existing marketing investments like Marketo, Salesforce, and MS Dynamics■ Connect content and context to cross- channel customer behavior■ Embrace agile marketing by connecting real-time web analytics data to content management processes for quick iteration.
  • Resources■ Slides available now athttp://slideshare.net/ektron■ Webinar recording available shortly onhttp://ektron.com
  • Thank YouScott Liewehr, Lead Analyst at Outsell’s Gilbane ServicesSliewehr@outsellinc.com@sliewehrwww.gilbane.comJon Miller, VP Marketing Marketo@jonmiller2www.marketo.comTom Wentworth, CMO at Ektrontom.wentworth@ektron.com@twentworth12www.ektron.com