customer engagement
DESCRIPTION
Your prospects have their marketing shields up. How do you, as a marketer, cut through the noise and engage potential customers? The answer is though engagement marketing, which fosters direct relationships with prospects and customers through “dialogue.” In order for a dialogue to occur, however, marketers must not only "speak" to individuals, but they must also be able to effectively "listen." Much like a conversation, this two-way communication is not easily ignored, and is typically more effective at building direct relationships with your prospects and customers alike. Join us for an eye-opening webinar on this increasingly relevant marketing topic, and learn how to use these techniques for more effective, engaging marketing. We’ll explore: • What engagement marketing is • How dialogues are created • The importance of taking the dialogue across channels • The unique benefits of engagement marketing • Examples of engagement marketing at workTRANSCRIPT
Page 1© 2013 Marketo, Inc. Marketo Proprietary and Confidential
INFORMATION SCARCITY
WE USED TO LIVE IN A WORLD OF
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ABUNDANCEINFORMATION
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Shift of Power
Self-education
Sales Engagement
Self-education Sales Engagement
Sales
Marketing
Information Scarcity
Information Abundance
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Interruptive Marketing
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Hi, are you ready to buy?Hi, now are you ready to buy?Hi, how about now?Hi, you must be ready to buy?Hi again, are you ready to buy?What about now?Seriously, not ready yet?Hi, are you ready to buy?
Source: Adbusters, 2011
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Customers are Saturated
• 60% have a negative opinion of marketing• 61% feel amount is out of control• 65% feel constantly bombarded• 59% feel marketing has very little
relevance
Source: Yankelovich Partners
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Engagement Marketing
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Engagement Marketing
Cut through the noise by engaging individuals in a dialogue that connects them emotionally with your brand
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Why Engagement Matters
• 70% of consumer loyalty and spending decisions are based on emotional factors (Gallup 2009)
• Research shows that, on average, only 20 percent of a company's customers are fully engaged.1
• 90 percent of CEOs rank customer engagement as their primary initiative.2
1. Jim Clifton, The Coming Jobs War, 20112. IBM, Capitalizing on Complexity: Insights from the Global Chief Executive Officer Study, 2010
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1. Relevant
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More Targeted Sends are More Engaging
100 1000 10000 1000000
50
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Email Delivered
Enga
gem
ent S
core
Source: Marketo research
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2. Listen (at scale)
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3. Converse Across Channels
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4. Over the Entire Customer Lifecycle
Awareness
Leads
Prospects
Opportunities
Customers
Retain
Grow
Leverage
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Behaviors Tell Us A Lot About Interests
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Acti
on
s M
att
er
– EM
AIL
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Acti
on
s M
att
er
– S
OC
IAL
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Actions Matter – WEBSITE
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Actions Matter – TRANSACTIONS
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Triggered Engagement
StandardNurture Lift
Open % 34.0% Open % 21.7% 57%
Click to Open % 37.1% Click to Open % 23.4% 59%
Click % 12.6% Click % 5.1% 147%
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Email integrated with…
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Social Engagement vs. Spend
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Reac
h &
Eng
agem
ent
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
Get The “Definitive Guide to Social Marketing”http://marketo.com/DG2SM
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Test & Tune With Social Funnel MetricsJumpStart Tour Referral Resultsas of 6/13/2013
• 280 participants shared (15%)
• 15 qualified for sweepstakes
• 144 incremental registrations
• 7.4% increase in registrations
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Traditional vs. New
• 45% of Social network users have purchased or asked for something as a result of receiving direct mail
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Traditional vs. New
• 45% of Social network users have purchased or asked for something as a result of receiving direct mail
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Direct Mail
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Package is Automatically Sent
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Upon Delivery: Personalized Email Sent, Tasks Created for Call
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Why Direct Mail?
Exact Target 2012 Channel Preferences Survey, February 2012
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Sales Engagement
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Sales Engagement
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Welcome! Here’s what to expectCheck out this articleHere’s a cool videoSee our latest offeringShare this with friendsHere’s what others like!Download our new bookHappy birthdayHi, are you ready to buy?More cool contentJoin us at our eventYou like X, check out YFun ways to learn moreTake this surveyYou haven’t bought yet, here’s a 10% discount
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What’s the Payoff?
• Build brand awareness and affinity
• Identify highest value prospects and customers
• Quickly convert opportunities
• Build long-term loyalty and advocacy
…all contributing to greater revenue
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