getting engagement marketing right
TRANSCRIPT
Engagement Marketing: Creating Conversations That Cut Through the Noise
Michael BergerDirector, Product MarketingMarketo
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INFORMATION SCARCITY
WE USED TO LIVE IN A WORLD OF
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ABUNDANCEINFORMATION
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The Changing Buying Cycle
Self-education
Sales Engagement
Self-education Sales Engagement
Information Scarcity
Information Abundance
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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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Blast Away!
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More Targeted
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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
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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
Selecting a Solution
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Easy b
ut
Basic
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Conditional Logic
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Sounds logical, but…
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1. Enables Relevant Messaging
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Building Relevance
A
B
C
D
1 23
Stages1. BUYING STAGES
• Early• Mid• 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
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2. Capable of Behavioral Targeting
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Listen
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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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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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More Targeted Sends are More Engaging
100 1000 10000 1000000
50
100
150
200
250
300
350
400
Email Delivered
Enga
gem
ent S
core
Source: Marketo research
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Triggered Nurture Standard Nurture 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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Not All Tracking is Created Equal
Many systems only track email behavior.For sophisticated targeting rely on technical databases and complex queries.
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3. Easy to Add Fresh Content
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Not
So E
asy!
Step 1• Send A
Step 2• Send B
Step 3• Send C
Step 4• Send D
Wait 7 Days
Wait 7 Days
Wait 7 Days
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Not
So E
asy!
Step 1• Send A
Step 2• Send B
Step 3• Send C
Step 4• Send D
Wait 7 Days
Wait 7 Days
Wait 7 Days
Add Here
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Not
So E
asy!
Step 1• Send A
Step 2• Send B
Step 3• Send C
Step 4• Send D
Wait 7 Days
Wait 7 Days
Wait 7 Days
Add Here
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4. Goes Where Your Customers Are
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Email integrated with…
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Social Engagement vs. Spend
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Social Engagement vs. Spend
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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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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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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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Results: 21% Connect Rate, 9% Opp Rate
Add Leads/Contacts
to CampaignPackage / Postcards Automatically Sent
Upon Delivery, Personalized Email
Task to Call Created in SFDC
SLA
Reminders
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5. Handoff at the Right Time
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But who is ready?You got them to the dance
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Scoring Defined
Methodology for ranking potenital customers in terms of readiness to purchase.
Nurture Nurture DisqualifyPromotional Offer
Pass to Sales
Fit Interest Buying Intent
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• Early stage content +3• Attend webinar: +5• Visit any webpage /
blog : +1• Visit careers pages: -10• Decay inactivity:
-1, -5, -10
Latent Behaviors (Engagement)
• Pricing pages: +10 • Watch demos:
• +5 overview • +10 detailed
• Mid-stage content +8• Late-stage content +12• Searches for branded
keyword “Marketo” +8
Active Behaviors(Buying Intent)
Get The “Definitive Guide to Lead Scoring”http://marketo.com/DG2LS
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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
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Stars and Flames show priority
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6. Over the Entire Customer Lifecycle
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Application Usage
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Trigger Campaigns Based on Activity
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7. Instant Insight
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Meaningful Metrics
• Standard measures for engagement
• Method for faster analysis• Custom measures of
success• Trending data
Aha!
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8. A System That Has Your Back
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System That Has Your Back
• Automatically limit the number of communications
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System That Has Your Back
• Automatically adds and removes content based on a schedule
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System That Has Your Back
• Alerts when content is exhausted
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System That Has Your Back
• Automatically avoids duplicate content
• Even across channels
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What’s the Payoff?
• Build brand awareness and affinity
• Identify highest value prospects and customers
• Build long-term loyalty and advocacy
…all contributing to greater revenue
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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
Lead Nurturing Tracks Setup My Tokens Members
View: Dashboard ▼ Track: All Tracks ▼
25 Jan 1 7 14 28 Feb 4 11 18 25-20
0
20
40
60
80
100
Feb 11, 2013Engagement: 81
Summary Engagement by Age
Active: 4,354 Exhausted: 0
58
Engagement
Engagem
ent
Level
Content
Track 1 Track 2 Track 3
3%
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Engagement Over Time Highest Engagement ▼
Lead Scoring Best Practices 3
2340 leads touched80
Practical B2B Lead Generation
2395 leads touched 75
Definitive Guide to Social M…
3821 leads touched 57
Lead Scoring Definitive Guide
2395 leads touched 55
Lead Scoring Definitive Guide
2395 leads touched55
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Tweetable Takeaways
1.Information abundance makes it more important than ever to ENGAGE your consumers
2.The key to relevance is behavioral targeting
3.Choose a solution that can engage consumers where they like to hang out
4.Don’t run social campaigns, make every campaign social