5 ways to engage your customers and grow your...
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#MKTOTOUR13
5 Ways to Engage Your Customers
and Grow Your Business Marketo’s “Secret Sauce” for Building Relationships
with Today’s Digitally-Empowered Buyers
June 26, 2013
Page 2 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Hi, I’m Heidi Bullock more on: blog.marketo.com
@heidi.bullock
1. Traveled to Montana every summer – I can fish, pitch a tent, and carve neat things from wood.
2. Am a molecular biologist by training – yes, I can clone.
3. Am a proud owner of twins, therefore I have real sense of humor.
Page 3 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
About Marketo • Cloud-based marketing
software platform
• Enables modern relationship marketing
• Powerful, easy, complete
• >2,300 customers in the Marketing Nation
• For marketers, by marketers!
Page 4 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Page 5 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
ABUNDANCE INFORMATION
Page 6 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Source: Adbusters, 2011
Page 7 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Page 8 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Page 9 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
1. Relevance
2. Conversations Not Campaigns
3. Coordinate Across Channels
4. Scoring
5. The Right Metrics
5 Tips to Engage Customers and Grow Your
Business
#MKTOTOUR13
Relevance
Page 11 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Page 12 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
More Targeted Sends are More Engaging
0
50
100
150
200
250
300
350
400
100 1000 10000 100000
Enga
gem
en
t Sc
ore
Email Delivered
Page 13 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Example: Topic of Interest Triggers
• Attends event • Downloads content • Click email • Fills out form • Score is changed
Page 14 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Targeting Type Open Rate Click Rate Conversion Rate
Untargeted broadcast emails
20% 9.5% 1.1%
Triggered from user actions 27% 9.3% 2.3%
Targeted with Web click data 33% 14% 3.9%
Source: Jupiter Research
Page 15 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Page 16 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Behavioral Targeting
Page 17 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
What did the consumer open and/or click on?
Where did they convert?
What did they forward?
Actions Matter – EMAIL
Page 18 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Did the consumer mention your company on Twitter?
Share your content?
Actions Matter – SOCIAL
Page 19 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Did the consumer visit your website?
How recently?
What did they look at?
Actions Matter – WEBSITE
Page 20 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
What is the recent purchase history?
Deposits / withdrawals?
Actions Matter – Behavioral Targeting
Page 21 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
ESPs Only Track Email Behaviors
For sophisticated targeting rely on technical databases and complex queries.
Page 22 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
But I’m a Marketer, not a Programmer!
I can do this
myself! No trips to
see IT- yay!
#MKTOTOUR13
Conversations Not Campaigns
Page 24 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Page 25 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy?
Bummer – Too much, not relevant
Page 26 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Check out this article
Here’s a cool video
See our latest offering
Share this with friends
Here’s what others like!
Download our new book
Happy birthday
Join us at our event
You like X, check out Y
Fun ways to learn more
Take this survey
You haven’t bought yet, here’s
a 10% discount
Better – Adjust, Listen, Respond, React
Page 27 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
OK, why aren’t more marketers doing this?
Page 28 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Page 29 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Page 30 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
This #%@& is way too complicated.
Page 31 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Adding new content to our tracks takes FOREVER!
Page 32 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
“Why are you still sending me an invitation for a
webinar from last week?”
Page 33 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
“I just downloaded this off your site 2 days ago, and
now you’re sending it again!”
Page 34 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
“Do you guys realize how much you send me each
day? I’ve had it!”
Page 35 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Page 36 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Page 37 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
THEN NOW
New content = need to reprogram
Drag-and-drop new content into Smart Streams
Expired content Content expiration dates
Duplicate content Never send the same
content twice
Too many emails Frequency limits
Consumer fall off the end of tracks
Exhausted content
#MKTOTOUR13
Coordinate Across Channels
Channel Integration
Page 39 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Page 40 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Page 41 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Listen • Act • Measure
Page 42 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Multi-Channel Listening
Web, Email, Social, CRM, Campaign History, Transactions
Page 43 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Select Contacts to Target, Adds to Marketo
Campaign
Page 44 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Package is Automatically Sent
Page 45 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Upon Delivery: Personalized Email Sent,
Tasks Created for Call
Page 46 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Alert is Sent to Sales
Page 47 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Results: 21% Connect Rate, 9% Opp Rate
Add Leads/Contacts
to Campaign Package / Postcards Automatically Sent
Upon Delivery, Personalized Email
Task to Call Created in SFDC
SLA
Reminders
Page 48 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Rea
ch &
En
gage
me
nt
Soci
al L
ift
Soci
al L
ift
Soci
al L
ift
Soci
al L
ift
Soci
al L
ift
Landing Pages
Website Facebook Pages
Online Ads Email
Soci
al L
ift
Events
Page 49 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Page 50 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Test & Tune With Social Funnel Metrics
Coloring Book Results
• 289 participants shared
• 354 registered downloads
• 19.8% increase in registered downloads
Page 51 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Page 52 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Test & Tune With Social Funnel Metrics
JumpStart Tour Referral Results as of 6/13/2013
• 280 participants shared (15%)
• 15 qualified for sweepstakes
• 144 incremental registrations
• 7.4% increase in registrations
#MKTOTOUR13
Score
Page 54 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
But who is ready? You got them to the dance
Page 55 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Nurturing Relevance
A
B
C
D
1 2 3
Stages 1. BUYING STAGES
• Early (4.1.1 cadence) • Mid and Late • Customer
2. BUYING PROFILES • Industry: 82% • Role: 67% • Company Size: 49% • Geography: 29%
Get The “Definitive Guide to Lead Nurturing”
http://marketo.com/DG2LN
Page 56 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Scoring Defined
Methodology for ranking potential customers in terms of readiness to purchase.
Nurture Nurture Disqualify Promotional Offer
Pass to Sales
Fit Interest Buying Intent
Page 57 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
• Early stage content +3 • Attend webinar: +5 • Visit any webpage /
blog : +1 • Visit careers pages: -10 • Decay inactivity:
-1, -5, -10
• Pricing pages: +10 • Watch demos:
• +5 overview • +10 detailed
• Mid-stage content +8 • Late-stage content +12 • Searches for branded
keyword “Marketo” +8
Get The “Definitive Guide to Lead Scoring”
http://marketo.com/DG2LS
Page 58 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
One Way to Identify Marketing Qualified Leads
21+ Super-Target
Lead Lead Lead
9-20 Target Lead Lead
2-8 Other Lead
<2
Engagement <20 20+ 45+ 90+
Buying Intent <6 6+ 13+ 19+
Fit
Inte
rest
Page 59 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Stars and Flames show priority
Full list of Interesting Moments
#MKTOTOUR13
The Right Metrics
Page 61 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
• Open
• Click
• Unsubscribe
• Bounce
• Etc.
Page 62 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Italian Workspace Joe Smith: Acme Inc. Community Help
Search… +
Search… +
Recently Updated
Practical B2B Lead Generation
Added Mar 30, 2013 Sent 12,105 82
Thought Leadership
Edited Mar 25, 2013 Sent 12,105 70
Lead Scoring Best Practices
Edited Mar 22, 2013 Sent 12,105 55
Lead Management Best Practice D…
Added Mar 18, 2013 Sent 12,105 35
Lead Scoring Best Practices
Edited Mar 10, 2013 Sent 12,105 9
Engagement Over Time
Dec Jan Feb Mar Apr May
100
80
60
40
20
0
Summary
1.5% Unsubscribe
65 Engagement
55d Next Cast
Members
In Track Exhausted Paused
3,450
50 35
Mar 18, 2013
Engagement: 60
2013
Marketo’s Secret Sauce
Definitive Guide to Events
Lead Nurturing
Lead Scoring Best Practices
Lead Management Best Practic
Practical B2B Lead Generation
Thought Leadership
Email Performance Report
Program Performance
Lead Nurturing Streams Setup My Tokens Members
View: Dashboard ▼ Streams: All Streams ▼
Page 63 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Page 64 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
We Invest In Broad Mix Of Programs
PPC
Online Ads
AppExchange
Sponsored
Webinars
Social Ads
Strategic PR
Events
Social
Blogs
SEO
Paid
Unpaid
Great Content
Page 65 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Calculating ROI - Not for the Faint of Heart
Page 66 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
It’s Hard!
• Multiple touches. Seven touches needed to convert a cold lead into a sale
• Multiple influencers. Typical buying committee has 5-21 people
Page 67 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Track All Touches Across People
Screenshot: Marketo Revenue Cycle Analytics
Page 68 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Accurately Tracking Costs vs. Budget
Page 69 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
What Generates Pipeline for Marketo?
Source: Marketo Revenue Cycle Analytics, June 2013
Nurture Email - CTA
Nurture Email
Paid Online (PPC+Email)
Nurture (New)
Page 70 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Which
programs are
bringing in the
highly qualified
leads?
Which programs bring in targets
most cost-effectively?
Where are we
exhausting the lists?
Lead Analysis (TOFU) – Before Opp Data
Page 71 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Opportunity Analysis (MOFU)
*Which programs create the most
pipeline for the spend?
Check # of opps to
make sure numbers
aren’t skewed by just
one high $ opportunity
Which program has the lowest
cost per opportunity?
Page 72 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Revenue Cycle Modeler
Screenshot: Marketo Revenue Cycle Analytics
Page 73 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Filter/Drill into data, e.g. by Program Type, Business Unit, Geography, etc.
Key topic areas: • Balance (Reach) • Flow • Conversion • Velocity Trends over time
Screenshot: Marketo Revenue Cycle Analytics
Page 74 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
6%
4%
4%
15%
70%
.2%
.4%
Blended New Customer Model
New
Targets
Existing
Active
Targets (Program
Success)
SQLs
New
Opps
Existing
Opps
Inb
ou
nd
/
Pro
gra
ms
Win
s
Win
s
Existing
Outbound
Opps
New
Outbound
Opps
16,000
150,000
360 250
1,440
360
110
95
21
New
Names
25,000 (600K DB
Total)
60
300
$1,000/ea
80%+ SQLs
from database
Page 75 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Marketing Forecasts
Get The “Definitive Guide to Marketing Metrics & ROI”
http://bit.ly/DG2MM
Page 76 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Tweetable Takeaways
1. Information abundance makes it more important than ever to ENGAGE your consumers
2. The key to relevance is behavioral targeting
3. Nobody wants to get “blasted” – engage consumers in multi-channel conversations
4. Don’t run social campaigns, make every campaign social
5. Measure engagement and ROI to earn credibility with C-suite
@heidi.bullock
#MKTOTOUR13
Heidi Bullock @heidi.bullock
hbullock@marketo.com
Thank You!
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