5 Marketing Strategies for Customer Engagement

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Marketers have to adopt new strategies in 2017 to win in the engagement economy. Join Neha Shah, Principal Product Marketing Manager at Marketo, and Kyra Johanson, Associate Product Marketing Manager at Marketo, as they share the results of our first-ever Marketing Benchmark Survey, highlighting what the most savvy marketers are doing to engage their customers in valuable, long-term relationships. You’ll walk away with 5 guiding insights into how to set your strategy for the year ahead. You’ll learn: - What strategies marketers adopt to engage customers in 2017 - How Marketo empowers Marketers to build these authentic relationships

5 Marketing Strategies for
Customer Engagement
Kyra Johanson
Product Marketing Manager, Commercial
Neha Shah
Principal Product Marketing Manager, Competitive

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Housekeeping

• A new Era, the Engagement Economy
• 2017 Marketing Benchmark Report
• 5 marketing strategies for customer engagement
• Success stories
Agenda

2017 Marketing
Benchmark Report
North America

The future of marketing relies on
our ability to engage with people in
a personal and authentic way…

1. Marketers need an engagement
platform
60%
of marketers have 6
or more technologies
in their tech stack

“In Marketo, there is always a path for turning our
vision into a campaign.”
• Virtually unlimited integration potentials with rich partner
ecosystem
An engagement platform to empower the
Marketer…

2. Quality engagements with ABM
• Contrary to popular belief
34% of companies have
adopted ABM…
• Small 33%
• Mid 35%
• Enterprise 29%

Personalize & win with ABM
Targeting named accounts with personalized content,
emails, ads, and web experiences increases engagement.
• 30% of Webinar registrations attributed to ABM
• Personalization based on geography drove 400+ registrants

3. Predictive content = personalized
engagement at scale
Email has a
17%
higher order value than
social channels

Artificial Intelligence drives
engagement
Predictive content increases content consumption,
nurtures prospects and educates them on product
offerings
• Accelerate the sales cycles by generating more relevant, qualified
leads
• Generated $100K in opportunities

4. Custom scoring models drive
engagement
>70%
of marketers are
using quantitative
scoring

Custom scoring in action….
“We’ve been able to deeply personalize our outreach
email campaigns for all relevant prospective student
groups…!”
• Personalization convinces students to enroll faster
• Time to enrolment decreased by 33%

5. Multi-Touch reporting drives
investment in engagement programs
41%Of marketers measure
how their content
impacts revenue

Identifying engagement to drive
revenue
Daniel Mandel
Senior Manager – Marketing
Automation
“Marketo’s…multi touch attribution report shows me
overall program success...”
• No manual hacks in Excel (Saving 2 hours a week)
• Double down on what works

Marketo
1. Engagement Platform
2. ABM
3. Predictive Content (Web & Email)
4. Custom Scoring
5. Multi Touch Reporting
What is it going to take to win in the
engagement economy?

Use this go-to-market framework to define the activities required to successfully build market-driven products & services that customers will accept. The six stages include research, plan, approve, develop, prepare and launch. Within each stage there are a series of essential activities that need to be performed to ensure alignment between product features and customer needs, and alignment with organizational objectives and priorities. Download for FREE here: http://www.demandmetric.com/content/modern-go-market-framework

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This document outlines a 90-day go-to-market action plan with the following steps: 1) identify internal go-to-market activities, beliefs, and priorities; 2) conduct market and customer analysis; 3) conduct competitive analysis; 4) assess findings and options; 5) review conclusions with stakeholders; 6) develop a 12-15 month implementation plan. It provides details on how to execute each step, including developing a universe of potential new markets, evaluating them against criteria, validating top markets with prospects, and prioritizing markets for penetration. The goal is to identify the best go-to-market opportunities and develop scenarios to drive sales and customer penetration.

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Deejay Farms plans to expand its coconut product portfolio and distribution channels. It will focus on procuring coconut from major producing states like Kerala, Tamil Nadu, and Karnataka. Deejay's product line will include staples like coconut water and milk as well as value-added goods like sweets, vinegar, and oil. It will target retail outlets, corporates, wholesalers, distributors, and farmers. Deejay will utilize both urban and rural distribution networks, employing C&F agents, wholesalers, and a hub-and-spoke model to reach customers. Key partners will include banks to assist farmers and government bodies like the Coconut Development Board.

Product Strategy and Go to Market Model_Sample

Paresh Baghel

This product strategy document outlines elements of a company's product strategy including objectives, where to compete, how to compete, and future go-to-market models. It analyzes market segments, product variants, pricing, performance, differentiation, sales channels, and regional market sizes to guide strategic decisions around the company's portfolio. Key sections evaluate niche segments, product roles, sales and margins to inform strategies for developing and positioning the company's base, key, and pacing products.

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This document outlines a go-to-market strategy framework for a new product. It includes elements such as developing a clear product statement, conducting user research, creating marketing and sales plans, producing collateral like datasheets and videos, and establishing a lead qualification matrix to help sales qualify and move leads through the funnel. Regular meetings between sales and marketing are also recommended to coordinate activities and gather customer feedback. The goal is to bring the new product smoothly to market.

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The document outlines a go-to-market strategy with sections covering product strategy, inbound marketing, customer experience, feedback, outbound marketing, and external analysis. The goal is to connect a company's product vision, positioning, and roadmap to customer acquisition, retention, and support through thought leadership, social media, events, and adapting to social, technological, economic, and political conditions.

Digital marketing fundamentals

Integrated Marketing Foundation

This document provides an overview of a digital marketing fundamentals course presented by Abdel Rahman Sleem, CEO of IMFND. The course agenda covers introduction to digital marketing, strategy and planning, implementation including online advertising, social media marketing, search engine optimization, email marketing and more. It also discusses types of online advertising such as affiliate marketing, contextual advertising and behavioral targeting. Measurement and analytics are covered at the end.

Digital Marketing Strategy Plan By Makanth

Makanth Sathupati

This digital marketing plan aims to sell 500 units of an Edukart digital marketing course over 3 months. It analyzes the target customer demographics, competitors, and growing market size/demand for digital marketing skills in India. A SWOT analysis identifies strengths, weaknesses, opportunities, and threats. SMART goals are set to increase sales and leads through various digital marketing channels like PPC, SEO, content marketing, social media ads, and more. Keywords and campaign structures are outlined for PPC. The plan allocates a $5k total budget across channels and provides steps for implementing mobile marketing.

Go to market planning

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This document outlines a seven-step process for creating an effective go-to-market plan. It details the key questions that should be addressed at each step and the deliverables that result from completing each step. The seven steps include defining the product or service, target markets, value proposition, marketing and sales channels, sales process, required organizational structure, and supporting business processes. Following the seven steps will result in a comprehensive go-to-market plan that can be actionably implemented.

Go-to-Market Strategy

Jeremy Horn

Slides David Shoenberger recently used in his discussion w/ mentees of The Product Mentor. The Product Mentor is a program designed to pair Product Mentors and Mentees from around the World, across all industries, from start-up to enterprise, guided by the fundamental goals…Better Decisions. Better Products. Better Product People. Throughout the program, each mentor leads a conversation in an area of their expertise that is live streamed and available to both mentee and the broader product community.

Customer Journey Maps and Buyer Personas

Ambachtelijke Marketing

The document discusses customer journey maps and buyer personas as modern marketing tools. It explains that today's buyers interact with companies across many channels, but most companies still lack personalized experiences. Creating buyer personas based on customer interviews and customer journey maps can help companies understand customers and improve experiences. The benefits of these tools include shifting marketing focus from products to solving customer problems. Common mistakes to avoid include creating personas without research, relying only on sales reps who may not understand early buying stages, undervaluing interviews, copying personas from other departments, and targeting executives who are not actual buyers.

Marketing Automation

Andrew Wilson

Go to-market strategy for B2B SaaS companies

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Developing Your Go to Market Strategy - For Startup Founders & Entrepreneurs

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When Executive Engagement met Account-Based Marketing

Aggregage

Go-To-Market Fundamentals - Mark Walker

Sales Impact Academy

Sales Impact Academy Coach, Mark Walker gives a preview of this foundational course. You will learn: 1. How to identify the real pain points in your target market. 2. Which go-to-market model is best suited to your businesses. 3. Learn about the key success metrics you need to track. Key Points: 1. Don’t be a solution in search of a problem - Consider the demand in the market first and then build a product for that pain. 2. Frame your key competitors as villain’s - it is a great way of identifying a problem and rallying people behind your product. 3. Be a pill not a vitamin - Is your product a ‘must have’ or a ‘nice to have’? 4. Your ICP should be narrow enough that you are able to streamline your entire operation and make your capital more efficient - you will have to say no to people. 5. A genuine go-to-market model considers every stage of the funnel.

Marketing & Sales Year Plan

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The document outlines steps for creating an effective marketing and sales plan, including: reviewing past performance and goals, researching the market, defining goals for the upcoming year, drafting specific tactics, creating templates for the sales and marketing plans, measuring the impact of tactics, and being flexible. The overall objective is to ensure the plan helps a business get to its goals and stay on the right path for growth.

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Sales Planning - Sales Strategy Template

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Download the Sales Strategy Template fourquadrant.com/product/strategic-account-plan-template/ Sales Strategy Template - The outline for s sales strategy plan should include an assessment of the customer’s business, opportunities that are prioritized, a summary of the team’s capabilities, an evaluation of relationships and a sales action plan. Strategic Market Planning - Assessing a customer’s business is a fundamental element of strategic market planning. Start with a basic SWOT and then drill down to develop value statements that specific to specific business initiatives. Sales Strategy Plan - The sales strategy plan should be centered around the opportunity area that provides high value to both the account and the vendor. Other opportunities may exist but win / win’s are the best possible outcome. Marketing & Sales Strategy - Document the sales strategies and capabilities required to penetrate and or expand into the account. Sales Tactics - The identification of key customer contacts required to advance the strategic and tactical aspects of the sales are key sales tactics. Formalize the collection of this information for the entire account team to leverage. Market Development Strategy - The market development strategy must document the tangible, objective, quantitative measures of success. These sales metrics are typically expressed as subscription, bookings or revenue. Download the Sales Strategy Template fourquadrant.com/product/strategic-account-plan-template/

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This document provides an overview of digital marketing fundamentals. It defines digital marketing as using digital platforms like websites, blogs, social media and mobile marketing to reach target audiences. Some key points made include: - Digital marketing is easier, more affordable and effective than traditional marketing. - It involves creating the right content for audiences and distributing it across appropriate digital channels and contexts. - Popular digital marketing channels include search engine marketing and social media marketing. - To get started, companies should create a digital marketing strategy by defining objectives, channels, audiences and content before optimizing their efforts.

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5 Marketing Strategies for Customer Engagement

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