Downloaded 14 times
More Related Content
Similar to Charm Bianchini - A Three Step Process to Better Customer Engagement
Charm Bianchini - A Three Step Process to Better Customer Engagement
- 1. 3 Steps toEffective Customer Engagement Charm Bianchini @charmbianchini Marketo
- 2. • Why CareNow? • 3 Step Process: 1. Listen 2. Learn 3. Engage • Quick Wins Agenda
- 3.
- 4. Think brands must havea deep understanding of their needs in order to engage them successfully 73% Say that the brands could do a better job aligning their engagement activities with their preferences 66%65% Expect all of their interactions with a brand to be personalized Growing Customer Expectations
- 5.
- 6. Value > Volume CustomerEngagement Is Key to Success Customer engagement increases ROI, brand awareness, lifetime value, etc. • Focus on Value rather than Volume • Understand your customer • Build your customer’s story around the customer’s needs
- 7. of customers believe brandstry to deliver value Most of your customers don’t believe you are trying to understand them of marketers say their engagement efforts are effective 33%83%
- 8. So, how dowe better engage with our customers?
- 9. Formula for CustomerEngagement • Listen to every relevant fragment of data • Learn by turning information into insight • Engage with touches that deliver value
- 10. 1. Listen –to what your customers are telling you
- 11. Tip 1: TrackBehaviors Across Channels What time did you engage? What you haven’t opened? Web Email What pages did you visit? What blogs are you reading? What blogs am I reading? Event Did you stop by the booth? Did you watch a demo? Ads Which content did you click? What device did you use?
- 12. Tip 2: GoBeyond Marketing Are you using the product? Have you attended training? Support Product Are you a power user? Any problems you need solved? What blogs am I reading? Sales What did we talk about? Where are you in the buying cycle? Billing Do you plan on renewing? Who is the executive contact?
- 13. 54% of companiessay their biggest challenge to data- driven marketing success is the lack of data completeness Tip 3: Supplement w/ 3rd Party Data • Competitive • Technology use • Company info • Ad engagement • Other systems • Org charts
- 14. • The DetroitPistons collect behavior data across channels and lifecycle and use that data to target and engage with personal, relevant content Listen Example Favorite Players Ads Ticket Buying Data Personal Detail Social Web Email Game Behaviors
- 15. 2. Learn –what each customer wants
- 16. • Create afoundation for data exploration • A single source of truth across your organization will allow you to surface accurate insight and produce action, at scale Tip 1: Create a Single Source of Truth
- 17. Page 17Marketo Proprietaryand Confidential | © Marketo, Inc. 9/11/2017 Tip 2: Invest In Your Data • Cleanse your data: • Update company size on regular basis • Verify titles • Map parent and child accounts • Tag accounts • Etc.
- 18. • Align teamsto decide: • Which data points (behavioral and demographic) should/shouldn’t we take action on? • Which data should be our single source of truth? • What action should we take based on engagement? Tip 3: Align Your Organization
- 19. Learn Example Insight Created a single-source oftruth Discovered a need for high- value touch Action Found just the right way to deploy SMS Making insight accessible & actionable
- 20. 3. Engage –with touches that deliver value
- 21. 92% of customerswant brands to create stories Tip 1: Deliver Stories, Not Campaigns Relevant Personal Timely
- 22. Results: Conversion rates Enterprise:Default: 42%; Personalized: 59% Verticals: Default: 42%; Personalized: 71% Tip 2: Personalize Default Personalized
- 23. Continue to optimize: •Which content is your audience ACTUALLY engaging with? • Which channel is preferable for your audience? • How much content are they engaging with? Tip 3: Don’t Set and Forget
- 24. Engage Example –American Kennel Club • Relevant – Best time to engage when owners get a puppy • Personal – Created a campaign corresponding to puppy’s development • Timely – Timed communications based on developmental milestones
- 25. Quick Wins How toget started today!
- 26. 1. Utilize MarketingTechnology
- 27.
- 28. Employees allow youto fast forward your marketing by empowering them to become your brand advocates 2. Activate Employee Engagement
- 29. Engagement is measured throughactivities performed in the platform. An activity is defined as a challenge completion, a discussion contribution, social share or other action in the hub. A login is not counted as an activity. 99% Of All Global Employees are MarketoLife Members Engaged Employees 37% Social Sharing Amplification 14,751 194,057 Social Shares Clicks Generated from Social Shares Every single employee social share is amplified by 13xOver last 5 months “Marketo Life is a great place to build advocacy, employee morale and overall engagement with employees. Awesome data on competitors, industry news, and Marketo itself. MarketoLife has been a good way to read things I would normally miss. I'm glad it's here.” 4,300 surveys responses and pieces of feedback on various topics such as events, branding, leadership communications, etc. Over 150+ employees referrals over the last 5 months Employees average 4 visits per week Highly engaged
- 30. • Trigger emailsperform 3x better than any other email type 3. Use Triggers (based on actions)
- 31. • Target customers onthe device they prefer for easy ordering 4. Target on Multiple Channels
- 32. Engagement Examples –The Bad • Downtime notice for a product I don’t own • Emails for IT • Wrong name “Dear Nancy,” • Promoting an insurance product I already own
- 33. • Listen -to every relevant fragment of data • Track behaviors + non-behaviors across channels • Supplement missing data with 3rd party data • Learn – by turning information into insight • Use a single source of truth • Align across your organization • Engage – with touches that deliver value • Tell stories, not campaigns • Don’t set it and forget it Customer Engagement Key Takeaways @charmbianchini
- 34.