Graduate from Email Marketing to Marketing Automation
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Plain old email marketing just doesn't cut it anymore. Watch this presentation to see how easy and powerful marketing automation software can help you engage your audiences in relevant, 1:1 conversations across the channels of their choice, and drive impressive bottom line results fast.
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Graduate from Email Marketing to Marketing Automation
- 1. Graduate from Email Marketing to Marketing Automation Vidya Chadaga @vidyapc Director, Product Marketing
- 2. • The webinar is being recorded! Slides and recording will be sent to you later today • Questions? Type them into the chat box • Posting to social? Use #mktgnation on your posts Housekeeping
- 3. @vidyapc Agenda • Consumer expectations • Email marketing – just one channel • Reasons to graduate to Marketing Automation
- 4. @vidyapc The Quest of Every Marketer YOUR CUSTOMERS
- 5. @vidyapc Todays World 2900 Marketing Messages Per Day
- 6. @vidyapc Buyers are Self-Directing Journeys 66% to 90% of a Buyer’s Journey Today is Self-Directed (Forrester, 2014)
- 7. @vidyapc And Demand a Personalized Experience 87% of people demand a meaningful brand experience (Edelman Consulting, 2014)
- 8. @vidyapc Marketing is becoming the steward of customer journeys
- 9. @vidyapc Are you just focused on Email Marketing?
- 10. 1. Are you listening?
- 11. 2. Are you being relevant?
- 12. Listen Respond 3. Are you conversing across channels?
- 13. Acquire Engage Retain • Drive more inbound website, app downloads • Convert visitors to new customers • Right message • Right time • Right channel • Earn more customers • Grow customer lifetime value • Create more advocates 4. Are you thinking about the entire Customer Lifecycle?
- 15. @vidyapc To Win in this New World you need New Rules of Engagement
- 16. Amidst Massive Transformation in Consumer Engagement Mass Marketing Focus on the message Transactional Marketing Focus on the transactions Engagement Marketing Focus on long-term relationships
- 17. @vidyapc ENGAGEMENT MARKETING Build personalized and lifelong relationships #1 – As Individuals #2 – Based On What They Do #3 – Continuously Over Time #4 – Directed Towards An Outcome #5 – Everywhere They Are
- 19. @vidyapc 4 Reasons to Graduate from Email Marketing to Marketo Behavioral targeting for relevance Relationship-building conversations Coordinated multi- channel campaigns Strategic analytics
- 24. @vidyapc Acquire Engage Grow Ads Email and Mobile Web
- 25. Click Rate Click-through rate Revenue per email click Auction.com scales one-to-one communications to deliver an ultra personalized real estate buying experience “We’re really proud of the results, and we’re more convinced than ever that personalization is the key—you need to let the data drive your business.” -Julia Linker, Director of CRM 2X 100% 700%
- 26. Add-ons Marketo Dialog Edition - Product Overview Customer Profile Data & Cross-Channel Behavior Data Dialog Edition Engagement Engine Web Activity Tracking Scoring Dynamic Content FB Tabs & Landing Pages Integrated Social Advertising Real-time Reporting Segmentation Email Marketing Platform Automation Triggers Social Marketing Applications Advanced Customer Engagement Website Personalization Mobile Engagement Dedicated IP Email Deliverability
- 27. @vidyapc Checklist To Pick The Right MA Solution Smart content A/B and multivariate testing Segment targeting Omni-channel engagement Listen to real-time behaviors Multiple scoring models Multi-touch revenue attribution Non-vanity metrics reporting
- 28. @vidyapc Key Takeaways • Don’t just do email marketing • Engagement marketing is the way to win in this new era • Consumers expect you to connect with them on various channels
- 30. @vidyapc Summer Marketing How-To Series Topic Date Graduate from Email Marketing to Marketing Automation 7/16 Acquire More Customers 7/30 Engage Your Buyers 8/12 Retain Your Customers 8/27 Register for the next webinar – Acquire More Customers: http://bit.ly/Acquire-More-Customers
- 32. @vidyapc Graduate from Email Marketing to Marketing Automation Vidya Chadaga @vidyapc Director, Product Marketing
Editor's Notes
- Plain old email marketing just doesn't cut it anymore. Easy and powerful marketing automation software can help you engage your audiences in relevant, 1:1 conversations across the channels of their choice, and drive impressive bottom line results fast. First webinar of the Summer Marketing How-To Series, Graduate… We also have specific webinars in the series focused on how to Acquire, Engage prospective customers and Grow their lifetime value.
- All marketers, irrespective of the type of company they work for - B2B and others from B2C businesses, across industries and verticals, have the same quest: How do I acquire new customers faster? How do I grow their lifetime value? And, how do I convert as many of them as possible to become advocates? How do I build brand advocates who in turn can influence new prospects? In other words, create this unstoppable virtuous cycle of customer success.
- But today’s mobile, social, digital world, has made this really hard to create this virtuous cycle of customer success. First of all, there is lots of noise out there – buyers of today – its not easy for them either – they are being bombarded by more than 2900 messages per day; they can recognize about 50 and remember maybe 4.
- But this noise has also created a world of information abundance - buyers are more empowered than ever before. And armed with this info, they are forming opinions and drawing conclusions well before they choose to interact with your brand. In fact if you look at some data points, from folks like Forrester, they say that anywhere from 66-90% of a buyer’s journey is self-directed before they interact with you
- And when these buyers do decide to interact with the brand, at every stage of interaction, 87% percent of them demand something that is a meaningful, contextual, relevant experience (based on a recent report from Edelman). Its like going back in time … If we transport back in time…100 years ago. A time where business used to be personal – you went to your local store. Like this place…where you had a relationship with Paul, a store owner in East Rutherford, N.J……And Paul knew your name He knew what you purchased in the past and and he could anticipate your needs and wants. That type of personalized service was great…the only challenge was…it didn’t scale. This is the same experience that people want in their digital interactions with brands today…
- Given that there is lots of noise, the customer is self-directing their journey and the customer wants a personal interaction at every point of their journey, it’s now up to marketing, more than any other business function, to become the steward of the customer journey.
- Most marketers turn to email as their best friend. Agreed, that email continues to be an effective way to engage with consumers and influence their path to purchase But marketers are still challenged with engaging new subscribers and maintaining the loyalty of mature email subscribers.
- So how are your emails? Are you listening and then responding?
- Emails rely primarily on targeting audiences based on demographics and flat “subscriber” files. However, this kind of targeting ignores valuable information about buyer behavior that can be obtained by examining a buyer’s actions, or lack of actions, as they engage with content and trusted sources online and offline. Example: Looking for a smart watch. You email me cool cameras, you’ve lost me!
- Today’s digitally-empowered buyer is channel-agnostic. This new buyer has become the undisputed controller of her relationship with your brand. Now, more than ever, your customer is in charge. As a Multi-channel marketer, you’ll need to do two things- • Listen: Pay close attention to buyer behavior across all channels so you have a single, integrated view of the buyer persona. • Act: Manage, personalize, and act on conversations with buyers across channels. A conversation you start in an email must continue when the buyer navigates to your website, and shouldn’t skip a beat when she jumps over to your Facebook page. Some of the channels to consider are: Email, Web, Retargeting, Direct mail, Social media, Mobile( SMS/MMS) Not multi-channel Today’s buyer shifts rapidly and continually across channels, engaging with email one moment and with social media the next. Traditional ESPs have made modest attempts to integrate other capabilities such as social media, but without the backbone to support true cross-channel marketing, their small fixes don’t address the bigger problem. It hurts when you can’t capture all the online and offline behavioral patterns and you lose real insight into how your customers tick, and they cannot effectively or in a timely manner trigger action in other parts of the organization such as sales or call centers.
- Typical buyer journey… Target/Find potential customers and Attract them to you by getting them to click on an ad. This of course happen at the TOFU. Engagement Marketing covers the entire process, but today, rather than using paid channels to Find and Attract potential customers, it relies primarily on unpaid channels, such as content marketing, SEO and social, for example). But the key difference is that engagement marketing deals with the entire buyer journey across multiple channels Marketo, will have rich customer profiles detailing who they are, where they work, how they behave, what their interests are and how ready they are to buy. So, the business situation is that 1/4th of the marketer’s digital marketing budget is going to online advertising and 95% of that spend is wasted on the wrong audience while a treasure trove of rich customer data exists in their Engagement Marketing Platform like a pot of gold at the end of a rainbow! Need: Activating customers, maximizing customer lifetime value, creating more advocates Solution: Get a clear picture of each customer Build trust, loyalty and advocacy with only relevant content showing that you understand them “While we’re engaging with consumers, we’re continuing to learn more about them. Which messages resonate with them? Are they opening your emails? Are they coming to your website? Are they tapping push notifications? All of this data comes together to provide the clearest picture of your consumer – which you can use to grow your relationship with them, whether that means buying more or advocating to their friends.”
- You know Email Marketing DOES NOT do this! Nobody likes the idea of getting “blasted,” but that’s exactly what most ESPs do — blast subscribers. At best, they succeed in sending similar messages to everyone on a list at the same times — at best, the messages won’t resonate; at worst, they will irritate and alienate recipients! And you also know that in this golden age of marketing… just email marketing wouldn’t cut it for you.
- For marketing to deliver exceptional brand moments, the rules of engagement have to change; we can’t parlay the paradigms of the past but rather need new ones. So, what are these new rules of engagement?
- Because we are amidst massive transformation in the consumer engagement world. In the last few years alone we have moved from Mass Marketing to marketing that focused on the transaction. We are now in the Era of Engagement Marketing –where companies that win are shifting from marketing AT consumers to engaging WITH them to build meaningful and lifelong personal relationships.
- Marketo
- MA does new and valuable things that standalone email solutions simply cannot, including several essential capabilities for “sense and respond” conversations.
- 1. Behavioral Targeting for Relevance With marketing automation tools, you can build dynamic behavioral lists that segment customers by demographics and by behavioral data, such as Web activity, social sharing history, transactional history, and more. Personalize content for what that person sees! Marketers can then send the right message, in the right format, to the right person at the right time.
- 2. Relationship-building Conversations MA tools automatically and intelligently provide consumers with the next appropriate and relevant message – which builds lasting relationships. EXAMPLE: Buying a car: Research, showroom, test drive, look at finances, then buy By taking into account where each customer is in relationship to your business right now, you’re able to create a connection that starts with the very first dialog you have with a customer, and lasts all the way through his stages of purchase, use, and loyalty.
- 3. Coordinated Multi-channel Campaigns Your consumers move seamlessly across digital and offline channels — the Web, mobile, social media, in-store, etc. — MA enables coordinated marketing. It pays attention to the consumer’s behavior on every channel and then takes responsive action. EXAMPLE: If your brand knows that I shared your product review on Facebook, then maybe you can target me with an SMS text, a personalized email, or even a phone call. By tracking an integrated chain of interactions via email, search, and social, marketing automation tools coordinate conversations with buyers across every channel.
- 4. Strategic Analytics As marketers, you would greatly appreciate how much better the analytics are on MA platforms. A deep understanding of marketing ROI, to prove the revenue impact of campaigns. Your CMO doesn’t care about Open and Click Rates; they want a measure of true engagement and actual financial metrics that tie email and all marketing to the goals of the entire company.
- The listening and responding power of MA comes alive through several powerful features. Whether it’s SEO, Nurturing, Facebook integrations, Mobile App engagement, and Analytics we give you everything you need to grow your business and acquire and grow customers. Example: A customer searches for something on the internet, clicks and visits your site. They leave the site and are retargeted with your ads They return to the site and sign up for the newsletter They receive emails and download the app They add a product to shopping cart, but don’t checkout They receive an email to return to finish shopping They don’t open email, but in the app they receive a notification for 10% off today only They don’t click, so they’ll see a Facebook ad targeting them to return They purchase A few weeks later they receive more targeted content and messages based on the type of product they are interested in.
- The customer The Auction.com website brings real estate buyers and sellers together and enables them to participate online in the full range of real estate interactions, including shopping, bidding, and completing purchases. The company prides itself on helping its 2 million customers effortlessly find the right properties, drawing from its inventory of 10,000+ properties. The challenge Presenting 2 million customers with personalized recommendations based on a fast-changing property inventory is a tough challenge for the marketing team. Customers expect rapid response, which means the marketing automation system needs to present recommendations on the fly in email messages and on the website. Adding to the complexity is the diversity of the customer base, which includes major financial institutions, institutional investors, real estate professionals, and individual consumers. The Marketo solution To ensure customers have an exceptional experience, Auction.com captures robust customer data, applies sophisticated algorithms that identify the best properties for each customer, and leverages Marketo to present highly personalized communications and recommendations. Templates in Marketo seamlessly integrate recommendations on the fly into highly relevant, mobile-optimized email messages. Customers receive a single email message that lists the properties that match their precise requirements, so Auction.com doesn’t have to over-contact them. Results Auction.com’s data-drive approach enables personalization at scale, which is boosting engagement and revenue. One-to-one communications with personalized recommendations have increased revenue per email click by 700%, and click-through rates and click rates by 100%.
- In addition to the capabilities in the Dialog Edition, there are also add on packages for advanced Social Marketing Campaigns, Advanced Customer Engagement, planning and budgets with Marketo Financial Management, as well as our Email Deliverability Powerpack.
- Automate your campaigns Trigger in real-time Maintain a smart marketing database Integrate multiple channels Analyze the results