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#RevEngine #ConvosNotCampaigns
CONVERSATIONS, NOT CAMPAIGNS
#RevEngine #ConvosNotCampaignsSource: Adbusters, 2011
Matt ZilliSenior Product Marketing ManagerMarketo
mzilli@marketo.com@mattzilli
#RevEngine #ConvosNotCampaigns
The Perfect Campaign
Do the right thing
Wait
David Raab, Customer Experience Matrix Blog
#RevEngine #ConvosNotCampaigns
We’re bad at this…. And here’s proof
• A typical email campaign…
• 19% Open Rate
• 3% Click-Through Rate
• 0.5% Unsubscribe Rate
• And if this email is “the right thing,”is a click the right result?
* Representative stats from various email service provider reports
#RevEngine #ConvosNotCampaigns
1. Trustworthy2. Always Relevant3. Conversations,
Not Campaigns4. Coordinated
Across Channels5. Strategic
Why? Because effective marketing needs
to be:
#RevEngine #ConvosNotCampaigns
TRUST
#RevEngine #ConvosNotCampaigns
I opened [your email] because I knew it was your weekly email and I wanted to see inside -- the subject had no influence. That’s what happens when you become a trusted resource or an expected one.
--Meryl K. Evans, “Content Maven for Hire””
#RevEngine #ConvosNotCampaigns
Pros Cons
Implicit Opt-In
• Low effort• No place for a subscriber to
drop the ball• Quickly leads to a big list
• Consumer has not asked to receive email communications
• Lowest trust and engagement• May be illegal
Explicit Opt-In • Consumer explicitly requests communications
• No dropped balls
• Time delay between subscribing and first message
• Risk of spambots
Explicit Opt-In With Welcome
• Provides opportunity to engage and set expectations
• If email bounces, you know to filter out that address
• Less effort from subscriber may equal less engagement
Double Opt-In • High engagement – they really want your email
• Filters out spambots
• Subscriber may miss confirmation email = lost subscribers
• They want your email, asking again might annoy them
#RevEngine #ConvosNotCampaigns
#RevEngine #ConvosNotCampaigns
The key to getting opt-in is to show the subscriber ‘What’s In It for Me’ (WIIFM)
#RevEngine #ConvosNotCampaigns
ListBuilding
Tactics
#RevEngine #ConvosNotCampaigns
ALWAYS RELEVANT
#RevEngine #ConvosNotCampaigns
When it comes to marketing, nobody wants to get blasted
#RevEngine #ConvosNotCampaigns
Demographic Segmentation
• Gender• Age (or birth year)• Geography• Income
• Interests• Job title• Industry• Company size
#RevEngine #ConvosNotCampaigns
The Key to Relevance is Behavioral TargetingTactics to Increase Email Engagement
#RevEngine #ConvosNotCampaigns
Standard Nurture Triggered Interests Lift
Open % 21.7% Open % 34.0% 57%
Click to Open % 23.4% Click to Open % 37.1% 59%
Click % 5.1% Click % 12.6% 147%
#RevEngine #ConvosNotCampaigns
Listening & Responding to Behaviors
I can do this myself! No trips to see IT – yay!
#RevEngine #ConvosNotCampaigns
CONVERSATIONAL
#RevEngine #ConvosNotCampaigns
What is an engaging conversation?• Listens and adapts• Communications
flow one to the next
#RevEngine #ConvosNotCampaigns
EmailWebsiteSocialCampaignsTransactions
#RevEngine #ConvosNotCampaigns
Welcome! Here’s what to expect
Check out this article
Here’s a cool video
See our latest offering
Share this with friends
Here’s what others like!
Happy birthday
Hi, are you ready to buy?
More cool content
#RevEngine #ConvosNotCampaigns
OK, why aren’t more marketers doing this?
#RevEngine #ConvosNotCampaigns
#RevEngine #ConvosNotCampaigns
#RevEngine #ConvosNotCampaigns
#RevEngine #ConvosNotCampaigns
This is way too complicated.
#RevEngine #ConvosNotCampaigns
Drag and drop new content
Not just email campaigns – Social,
Direct Mail, SMS, etc…
#RevEngine #ConvosNotCampaigns
COORDINATED ACROSS CHANNELS
#RevEngine #ConvosNotCampaigns
#RevEngine #ConvosNotCampaigns
STRATEGIC: BEYOND OPENS AND CLICKS
#RevEngine #ConvosNotCampaigns
#RevEngine #ConvosNotCampaigns
• Open• Click• Unsubscribe• Bounce• Etc.
#RevEngine #ConvosNotCampaigns
Italian Workspace Joe Smith: Acme Inc. Community Help
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Summary
1.5%
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Track All Touches Across People
Screenshot: Marketo Revenue Cycle Analytics
#RevEngine #ConvosNotCampaigns
Source: Marketo Revenue Cycle Analytics, June 2013* Percentage of all programs in channel that achieve MT Ratio > 5
Nurture Email - CTA
Nurture Email
Paid Online (PPC+Email)
Nurture (New)
% Above Min*
N/A
52%
N/A
39%
79%
46%N/A
38%
N/AN/AN/A29%38%
52%7.6
#RevEngine #ConvosNotCampaigns
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