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Lizzy Funk - A Three Step Process to Better Customer Engagement
- 1. 3 Step Process to Better Customer Engagement Lizzy Funk Marketo
- 2. • Born and raised in Denver, CO • I am a huge Broncos fan – sorry Chiefs fans • I am deathly terrified of birds Hi, I’m Lizzy
- 3. • Why now? • Examples of good and bad engagement • 3 step process: 1. Listen 2. Learn 3. Engage • Quick Wins Agenda
- 4. Value > Volume What is customer engagement?
- 5. • Targeting customers on the device they prefer for easy ordering Engagement Examples – The Good
- 6. Engagement Examples – The Bad • Downtime notice for a product I don’t own • Emails about college accounts 5 years after graduating college • Wrong name “Dear Nancy,” • Promoting an insurance product I already own
- 7. • Expectations on our customers is rising, and it’s up to the marketer to keep up 87% of buyers measure all brands against a select few – Amazon, Netflix, Starbucks 63% of buyers feel annoyed when they’re blasted with generic marketing Why is this important?
- 8. But it’s HARD to keep up
- 9. • We are exposed to 4,000 messages a day (across hundreds of channels) and we only remember 4 And it’s not only marketers who have access to a ton of technologies…
- 10. So, how do we better engage with our customers?
- 12. 1. Listen – to every relevant fragment of data
- 13. Tip 1: Track behaviors 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? Sales What did we talk about? Where am I in the cycle? Ads Which content did you click? What device did you use?
- 14. 54% of companies say their biggest challenge to data- driven marketing success is the lack of data quality and completeness Tip 2: Supplement w/ 3rd Party Data • Competitive • Technology use • Decision makers • Ad engagement • Data quality • Org charts
- 15. • The Detroit Pistons collect behavior data across channels and lifecycle and uses 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
- 16. 2. Learn – by turning information into insight
- 17. • Before we can learn from our data, we need good data • A single source of truth across your organization will allow you to surface accurate insight and product action, at scale Tip 1: Create a Single Source of Truth
- 18. • Align teams to 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 2: Align your organization
- 19. Learn Example Insight Created a single-source of truth 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 customers want brands to create stories Tip 1: Deliver stories, not campaigns Relevant Personal Timely
- 22. • Continue to optimize, based on: • Which content is your audience ACTUALLY engaging with? • Which channel is preferable for your audience? • How much content are they engaging with? Tip 2: Don’t Set It, And Forget It
- 23. 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
- 24. Quick Wins How to get started today!
- 25. • Employees allow you to fast forward your marketing by empowering them to become your brand advocates. Employee Engagement
- 26. • Trigger emails perform 3x better than any other email type. Triggers
- 27. • 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 Conclusion
- 28. Thank you!
Editor's Notes
- Hi everyone! Thanks for coming to my session. I am looking forward to spending the next 30 minutes giving you insight into a 3 step process to better customer engagement. We all know how important customer engagement is – it increases ROI, brand awareness, lifetime value, etc.. – but in today’s digital world, it’s getting harder and harder to keep up as a marketer. So that’s exactly what we’ll talk about today – a somewhat simplified step-by-step process to better customer engagement. But before I get started, you probably want to know a little bit about me and why you should listen to me. I’ve been with Marketo for about three years on various parts of the demand gen team – from SMB to enterprise to partner to executive engagement, I feel like I’ve seen it all and have really learned about the struggles of marketers today. A few other fun facts about me…
- Before we really get into how to conquer customer engagement in today’s world. Let take a look at how it’s changed. We are in an exciting time as marketers. With all the technology out there, it is easier for us to reach huge audiences, and I mean huge! However, our audience is wanting to be treated as unique individuals. Gone are the days where we could send the same message to our entire audience and still get ROI. It’s because of technology, that they expect us, as marketers, know something about them before we market to them and continue to learn about them as we continue our relationship with them. So today, we need to be much more focused on value rather than volume. And, it’s not just in economics where we will see diminishing returns if we keep doing what we are doing. We’ll be seeing this in marketing if we’re not delivering value. If we just pushing more and more volume… like cold calls, or batch and blast emails… we’re going to hit a wall. Now let’s take a look at what good and bad engagement looks like – so we know what we are striving towards and against.
- Let’s start with the good. One of my favorite examples is Starbucks. How many of you use Starbuck’s mobile app? If you haven’t – you should try it. The customer experience is great. They watch your routine, your orders and preferences, your favorite stores and use that data to send customized offers, updates, etc.. to you. They also know their audience well. Most Starbucks customers come in to or drive through the coffee shop on their way to work or a meeting or something and always carry their cell phones with them. Hence why they’ve put a lot of effort into mobile ordering, their mobile app rather than any other type of advertising or engagement. Starbucks is a great example of good customer engagement because they treat each customer as an individual.
- And now to the bad.. We all know that batch and blast emails are dead. But it’s obvious a lot of us are still doing it. Here are some examples of batch emails I’ve received in the past month or so. I am not naming names – but every email I receive like this gives me a negative interpretation of the brand. And I seem to remember bad memories better than good memories – so this can really hurt a brand. These are examples of bad customer engagement because they are doing the exact opposite of Starbucks – they are treating every person the same.
- Okay, so why is this such a huge deal right now? Well good customer engagement not only makes your audience feel like you are listening to them but it also increases your customer loyalty – so your churn rate will go up, your number of advocates will go up etc.. Bad customer engagement will do the exact opposite. Let’s take a look at some stats to prove it. 87% of buyers measure all brands against a select few – Amazon, Netflix, Starbucks These are some of the brands that are nailing customer engagement. And the world has started to notice. They love the way they feel when they interact with these brands – whether it’s Amazon recommending a new nail polish color to me or Netflix recommending a new chick flick for me to watch or Starbucks notifying me I am close to my favorite coffee shop. These are the brands that our audiences are comparing us to. AKA – we gotta step up our game! 63% of buyers feel annoyed when they’re blasted with generic marketing And just to reiterate about batch and blast. Most buyers get annoyed and start gaining a negative interpretation of your brand with batch and blast marketing.
- Buy my oh my – I get it. It’s HARD. I feel like every day there’s a new marketing technology that we should be paying attention to. And I’m not wrong. You can tell by this growth of the marketing technology landscape growth over the past 7 years. This year, us marketers have about 5k technologies we can choose from to help us better engage with our customers.
- And what makes it even harder is that it isn’t just us who has access to countless technologies – so do our buyers. Buyers (just like marketers) are connected like never before. There are so many touchpoints, many channels, massive audiences that are unreachable by traditional methods. In fact, an average buyer is exposed to 4,000 messages a day (across hundreds of channels) – but we only have the capacity to really remember 4.
- So we’ve talked about how important it is and how daunting this all can be – so let’s get to the fun part. How can we make some changes now?
- At Marketo, we’ve developed a pretty simple formula to better customer engagement. Listen – to every relevant fragment of data Learn – by turning information into insight Engage – with touches that deliver value I’ll go into each of these steps and provide tips on how you can achieve these.
- Let’s start with listen. Listen has to do with all of the data we have. It’s actually pretty interesting because if I had to guess – most of you in this room have access to a lot of really valuable data – data that could provide a complete view of the customer - but a lot of us just aren’t tracking it properly or using it as well as they should. Or they aren’t sure where this data resides.
- So my first tip for you for how to better ‘listen’ to your audience is: Track behaviors across all your channels. Here are some good metrics or trackings you should be starting with to help develop an idea of what your audience wants, is interested in, where they are in the cycle, etc.. <go through questions> I think it is just as important to track what your customers are doing as it is to track what your customers AREN’T doing – what aren’t they clicking on or engaging with Once you start gathering this data, you can start to break down silos and collect customer data Business technologies across your organization that you probably already own can provide those insights about your customers
- Next tip: I’m sure a lot of you are asking – okay, so I have a lot of data, but I might not have it all what do I do next? Well you’re not alone - 54% of companies say their biggest challenge to data-driven marketing success is the lack of data quality and completeness And I know 3rd party data sounds somewhat daunting – but you can actually gain incredibly insight by coupling your data with third party data. Some examples of how you can supplement are:
- Let’s take a look at a company who does a great job at listening to their audience: Detroit Pistons – a professional basketball team that is always trying to increase ticket sales as well as season ticket sales. So how do they do it? Collects behavioral data across channels and lifecycle (including favorite player, ads, ticket buying data, personal detail, social, web, email) to target and engage with their audience. For example, they treat first ticket purchasers differently than multi-ticket purchasers and season ticket holders – since they are all on different stages of the customer lifecycle. An example they did that I love for some of their single ticket buyers is they tracked those buyers on facebook and other channels to start to find out who their favorite player is. Once they figured that out, they used that data to craft the perfect invite to the next game, featuring their favorite player.
- Next step is learn: Once you have that data from listen, it’s not enough to just gather it and be done. You’ve got to turn everything you’ve listened to into insights. Insight about what your customers care about in any given moment, and what truly drives advocacy and lifetime value with your customers.
- Before we can start learning from our customers, we need good data and to do that we need a single source of truth Need data for insight – bad data can ruin everything However, as you all know, data can be overwhelming, and silos or multiple sources make it even more so. So, when you centralize a single-point-of-truth that can take in millions, billions of data points, across your customer base, it creates a foundation for exploration, rather than an exercise one-off reporting… Single source of truth will allow you to surface accurate insight and produce action, at scale
- Next step for learn is alignment or understanding and getting teams across your organization on-board Some items that are most important to gain alignment on are: 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? Once this is decided on, we can use the data we’ve gathered to start gaining insight.
- Let’s look at a good example of learning from our customers. Laureate International Universities was able to gain a single view of all students’ multi-channel interactions. And their data started to show a missed opportunity in the funnel for program managers: a different, high-touch nudge was important for adding value to students in a particular stage -- right after they’ve been accepted, but before they enroll. They were able to learn that SMS was the perfect medium for reaching those students, but it’s also really, really important to deploy SMS wisely in the journey. A badly orchestrated text message can actually hurt a brand. So this single view of the student allowed them to know after which actions (or lack of actions, like not picking courses) in the pre-enrollment process that a nudge was helpful and productive – insight that pertained to an individual student. And, the single view of the world connected Marketo and Twilio so they could also automate the desired action.
- The last step is engage – with touches that deliver value. So you listened and gained the relevant data, and you’ve learned about your customer by turning that data into insight – now it’s time to effectively engage with your audience.
- The first tip in engage is to deliver stories to your audience, not campaigns. Why? It’s what the customer wants. 92% of customers want brands that create stories. So by using the data you gathered from listening, and determining what the person wants by learning you can tell a relevant, personal and timely story. The irrelevant, batch campaigns are going to get noticed by your audience where they don’t think you know who they are – therefore creating a bad customer engagement experience.
- The next tip for engage is don’t set it and forget it. All too often, we create an amazing story based off of unique insight to our customers. It works great – so we keep doing it. But just as we don’t use the same technology each day or eat the same cereal each day, our audience’s needs are constantly changing – meaning we need to keep optimizing to keep up with them. Some ways we can optimize include: Which content is your audience ACTUALLY engaging with? Which channel is preferable for your audience? How much content are they engaging with?
- This is one of my favorite examples of really effective customer engagement with our customer AKC. I not only love it because I own a dog, Lou, pictured here, but they totally nailed what engagement should look like. If only the rescue where I got Lou would have done this for me – I wouldn’t have been the crazy dog mom calling the vet every day asking if everything was normal. Here’s what they did. Relevant – Best time to engage when owners get a puppy. When owners get a puppy (aka me), they have lots of questions – so they knew to engage with them right away with answers to those questions. Personal – Created a campaign corresponding to puppy’s development. The campaign was based of their puppy and their puppy’s development – what to look for, etc.. Timely – Timed communications based on developmental milestones. When they hit a milestone communication was tied to that.
- So we’ve talked a lot today. And I know it probably feels a little daunting still. So let’s go over a couple quick wins. A few ways you can improve your customer engagement tomorrow when you get back to the office.
- First is employee engagement. If you’re looking for a way to either try out engagement tactics or increase your brand awareness – tapping into your employees is the easiest way to do it. Employees allow you to fast forward your marketing by empowering them to become your brand advocates.
- The next quick win is trigger emails. What are trigger emails: These are personalized emails that are delivered based on actions. Some range of email “intelligence” is built in based on behavior (think of it as a two-way conversation of listening and speaking). An example of a trigger email would be this: a prospect visits your events webpage and then, based on that activity, receives an email invitation to an event in their area. This shouldn’t come as a surprise to anyone that’s done trigger emails. The power of personalized messages based on behavior is powerful. Imagine looking at a pair of shoes online. You add it to the shopping cart but decide not to buy. An hour later you get an email for 25% off that exact pair of shoes! Serendipity telling you to buy those shoes? No, sorry, that’s just intelligent marketing.
- And with that I want to thank you. I’d love to hear more about your tips for customer engagement or answer any questions you might have. I’ll be at the Marketo booth afterwards with lots of swag – so you should stop by!