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Engagement Marketing: Creating Conversations That Cut Through the Noise Michael Berger Director, Product Marketing Marketo

Engagement Marketing: Creating Conversations that Cut Through the Noise

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Your audience has 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 uses dialogue to foster a conversation with your customers. This requires the marketer to “listen” to the customer across multiple channels and respond appropriately. This kind of two-way conversation is more engaging and more effective at helping you build compelling, trusted relationships with both your potential and current customers. Watch this 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 work

Citation preview

Page 1: Engagement Marketing: Creating Conversations that Cut Through the Noise

Engagement Marketing: Creating Conversations That Cut Through the Noise

Michael BergerDirector, Product MarketingMarketo

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Page 2© 2013 Marketo, Inc. Marketo Proprietary and Confidential

INFORMATION SCARCITY

WE USED TO LIVE IN A WORLD OF

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Page 3© 2013 Marketo, Inc. Marketo Proprietary and Confidential

ABUNDANCEINFORMATION

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SALES REP SALES REP

INFO SCARCITY INFO ABUNDANCE

THEN NOW

THE BIG CAMPAIGN

BRAND NO LONGER

CONTROLS MESSAGE

SALES REP

SALES REP

The Changing Buyer

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Page 5© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Shift of Power – Car Purchase

Self-education

Dealer

Self-education Dealer

Sales

Marketing

Old

New

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Source: Adbusters, 2011

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Page 7© 2013 Marketo, Inc. Marketo Proprietary and Confidential

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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Page 8© 2013 Marketo, Inc. Marketo Proprietary and Confidential

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Page 9© 2013 Marketo, Inc. Marketo Proprietary and Confidential

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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Page 11© 2013 Marketo, Inc. Marketo Proprietary and Confidential

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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Page 15© 2013 Marketo, Inc. Marketo Proprietary and Confidential

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Page 16© 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?Hi, are you ready to buy?

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Page 17© 2013 Marketo, Inc. Marketo Proprietary and Confidential

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2. Conversations (not Campaigns)

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Example: Topic of Interest Triggers

• Attends event• Downloads content• Click email• Fills out form• Score is changed

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Page 20© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Triggered Interests 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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Page 21© 2013 Marketo, Inc. Marketo Proprietary and Confidential

The Key to Relevance is Behavioral Targeting

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What did the consumer open and/or click on? Where did they convert?What did they forward?

Actions Matter – EMAIL

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Did the consumer mention your company on Twitter?Share your content?

Actions Matter – SOCIAL

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Did the consumer visit your website?How recently?What did they look at?

Actions Matter – WEBSITE

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What is the recent purchase history? Deposits / withdrawals?

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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3. Ongoing Conversation

Source: Connection Model 2012

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4. Engage Across Channels

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Multi-Channel Listening

Web, Email, Social, CRM, Campaign History, Transactions

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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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Page 33© 2013 Marketo, Inc. Marketo Proprietary and Confidential

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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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Page 35© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Social Engagement vs. Spend

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Social Engagement

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Page 37© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Social Engagement vs. Spend

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Page 38© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Direct Mail

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Page 39© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Package is Automatically Sent

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Page 40© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Upon Delivery: Personalized Email Sent, Tasks Created for Call

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Page 41© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Why Direct Mail?

Exact Target 2012 Channel Preferences Survey, February 2012

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Page 42© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Gam

ificati

on

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Online Community

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Online Community

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Page 46© 2013 Marketo, Inc. Marketo Proprietary and Confidential

What’s the Payoff?

• Build brand awareness and affinity

• Build long-term loyalty and advocacy

• Increase lifetime customer value (retention, upsell and cross sell)

• Fuel new customer acquisition

…all contributing to greater revenue

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Page 47© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Why Aren’t Marketers Doing This?

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Why Aren’t Marketers Doing This?

Source: B2B Contact Marketing website

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Italian Workspace Joe Smith: Acme Inc. Community Help

Search… +

Search… +

2013

Marketo’s Secret Sauce

Definitive Guide to Events

Lead Nurturing

Lead Nurturing Tracks Setup Members

Track 1 +

1. Lead Scoring Best Practices

2. Thought Leadership

4. Practical B2B Lead Generation

3. Lead Management Best Practices

View: Engagement ▼

Engagement: 55 Unsubscribe: 1%

Engagement: 65 Unsubscribe: 0%

Engagement: 50 Unsubscribe: 2%

Engagement: 80

Every Tue 3:00 PM PST

Lead Scoring Best Practices

Lead Management Best Practices

Practical B2B Lead Generation

Thought Leadership

Email Performance Report

Product Demo

Track Engagement

Avg Engagement: 63 Unsubscribe: 1%

Exhausted: 50

Every Wed | 8:00 AM PST

Track 2 +

ContentContent Transition Rules

Smart List

Fills out Form

Form name is ‘Request More Info’

Flow

Send Alert

Email: ‘Alert – Email in 2nd track’

To Other Emails:

Content ContentTransition Rules

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Page 52© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Italian Workspace Joe Smith: Acme Inc. Community Help

Search… +

Search… +

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%

Unsubscribe

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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Page 53© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Listen • Engage • Measure