SlideShare a Scribd company logo
#RevEngine
CONVERSATIONS, NOT
CAMPAIGNS
Conversations, Not Campaigns.
Engaging today’s Digitally-Empowered Buyer
Liz Smyth
EMEA Marketing Director
@LizSmyth
#RevEngine
Leaderin cloud-based marketing software
>3,000 customers in 36countries
>200 ecosystem partners
>40,000 Marketing Nation community members
>500 employees in U.S., Europe, Australia, Israel
Thought Leader driving the market agenda
Marketo Fast Facts
(MKTO) (Leader)
#RevEngine
Source: Adbusters, 2011
#RevEngine
The Perfect Campaign
Do the
right thing
Wait
David Raab, Customer Experience Matrix Blog
#RevEngine
We’re bad at this…. And here’s proof
• A typical email campaign…
• 19% Open Rate
• 3% Click-Through Rate
• 0.5% Unsubscribe Rate
• And if this email is “the right thing,”
is a click the right result?
* Representative stats from various email
service provider reports
#RevEngine
1. Trustworthy
2. Always Relevant
3. Conversational
4. Coordinated
Across Channels
5. Strategic
#RevEngine
TRUST
#RevEngine
I opened [your email] because I knew it
was your weekly email and I wanted to
see inside -- the subject had no influence.
That’s what happens when you become
a trusted resource or an expected one.
--Meryl K. Evans, “Content Maven for Hire”
#RevEngine
#RevEngine
Pros Cons
Implicit
Opt-In
• Low effort
• No place for a subscriber to
drop the ball
• Quickly leads to a big list
• Consumer has not asked to
receive email communications
• Lowest trust and engagement
• May be illegal
Explicit Opt-In • Consumer explicitly requests
communications
• No dropped balls
• Time delay between
subscribing and first message
• Risk of spambots
Explicit Opt-In
With
Welcome
• Provides opportunity to
engage and set expectations
• If email bounces, you know to
filter out that address
• Less effort from subscriber
may equal less engagement
Double Opt-In • High engagement – they really
want your email
• Filters out spambots
• Subscriber may miss
confirmation email = lost
subscribers
• They want your email, asking
again might annoy them
#RevEngine
#RevEngine
The key to getting opt-in is to
show the subscriber ‘What’s In
It for Me’ (WIIFM)
#RevEngine
ALWAYS RELEVANT
#RevEngine
When it comes to marketing,
nobody wants to get blasted
#RevEngine
“Who I am is less important than what I do”
#RevEngine
The Key to Relevance is Behavioural Targeting
Tactics to Increase Email Engagement
#RevEngine
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
CONVERSATIONAL
#RevEngine
What is an engaging
conversation?
• Listens and adapts
• Communications
flow one to the
next
#RevEngine
Welcome! Here’s what to expect
Check out this article
Here’s a cool video
See our latest offering
Share this with friends
Here’s what others like!
Happy birthday
Hi, are you ready to buy?
More cool content
#RevEngine
Listening & Responding to Behaviours
#RevEngine
OK, why aren’t more
marketers doing this?
#RevEngine
#RevEngine
#RevEngine
This is way too
complicated.
#RevEngine
Creating Conversations at Scale
#RevEngine
COORDINATED ACROSS
CHANNELS
#RevEngine
#RevEngine
Reach&Engagement
SocialLift
SocialLift
SocialLift
SocialLift
SocialLift
Landing
Pages
Website Facebook
Pages
Online Ads Email
SocialLift
Events
Integrate Channels…and Engage the Crowd
#RevEngine
STRATEGIC: BEYOND
OPENS AND CLICKS
#RevEngine
#RevEngine
Apply Science to Content
#RevEngine
Track All Touches Across People
Screenshot: Marketo Revenue Cycle Analytics
#RevEngine
Track All Touches Across People
Screenshot: Marketo Revenue Cycle Analytics
#RevEngine
See Direct Program Contribution to Sales
Screenshot: Marketo Revenue Cycle Analytics
#RevEngine
Transformation of Marketing…
Customer System
of Record
REVENUE
EFFECTIVENESS
Drive conversion to sale
• Prospect Prioritisation
• Offer Prioritisation
• Social Selling
• Productive Prospecting
RELATIONSHIP
MARKETING
Lifetime dialog with
customers based on
behaviours and interest
• Nurturing and Scoring
• Email Marketing
• Targeted Advertising
• Marketing Automation
• Event Marketing
• Customer Engagement
INBOUND
MARKETING
Ensure potential
customers can find you
• Content Marketing
• SEO / SEM
• Social Campaigns
• Landing Pages
ANALYTICS &
MEASUREMENT
Understand impact of
marketing and optimise
marketing investments
• Budgeting & Planning
• Spend Analysis
• Cross-program Allocation
• Opportunity Analysis
• Revenue Attribution
…REQUIRES A COMPLETE PLATFORM
#RevEngine
Additional Resources
The Definitive Guide to Engaging Email
http://marketo.com/Email-Marketing
The Definitive Guide to Marketing Metrics & ROI
http://marketo.com/DG2MM
The Definitive Guide to Marketing Automation
http://marketo.com/DG2MA
Questions?
@lizsmyth
@marketo
#RevEngine
Marketo EMEA Ltd.
Cairn House
South County Business Park
Leopardstown,
Dublin 18, Ireland
Direct: +353.1.242 3000
blog.marketo.com
www.marketo.com
LIZ SMYTH
Director Marketing
lizs@marketo.com
@lizsmyth
Contact Me
Marketo.com/resources

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