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Engagement Marketing: Creating Conversations That Cut Through the Noise
Michael BergerDirector, Product MarketingMarketo
Page 2© 2013 Marketo, Inc. Marketo Proprietary and Confidential
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
Page 3© 2013 Marketo, Inc. Marketo Proprietary and Confidential
The Changing Buying Cycle
Self-education
Sales Engagement
Self-education Sales Engagement
Old
New
Page 4© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Shift of Power
Self-education
Sales Engagement
Self-education Sales Engagement
Sales
Marketing
Old
New
Page 6© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Source: Adbusters, 2011
Page 8© 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
Page 9© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Page 10© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Engagement
Page 11© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Engagement Marketing
Cut through the noise by engaging individuals in a dialogue that connects them emotionally with your brand
Page 12© 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
Page 13© 2013 Marketo, Inc. Marketo Proprietary and Confidential
1. Relevant
Page 14© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Content Marketing
B2B Enterprise Content Marketing: 2013 Benchmarks, Budgets, and Trends–North America”by Content Marketing Institute and Sponsored by Marketo
Page 15© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Content Marketing
• Non-promotional• Closes a knowledge gap• Shows proof• Well-written• Supports business goal(s)• Timely
Page 16© 2013 Marketo, Inc. Marketo Proprietary and Confidential
2. Listen (at scale)
Page 17© 2013 Marketo, Inc. Marketo Proprietary and Confidential
3. Engage Across Channels
Page 18© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Email integrated with…
Page 19© 2013 Marketo, Inc. Marketo Proprietary and Confidential
4. Over the Entire Customer Lifecycle
Awareness
Leads
Prospects
Opportunities
Customers
Retain
Grow
Leverage
Page 20© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Why Aren’t Marketers Doing This?
Page 21© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Why Aren’t Marketers Doing This?
Source: B2B Contact Marketing website
Page 22© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Why Aren’t Marketers Doing This?
Page 23© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Why Aren’t Marketers Doing This?
Not in the company DNA
Page 24© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Inbound Search
Page 25© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Page 26© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Relevant Content
Page 27© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Social Engagement
Page 28© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Social Engagement vs. Spend
Page 29© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Email Offer
Dear Mark,
Did you know that Marketo’s social referral app can help make your events a huge success? Check out the impact it made for Deluxe Corporation at their 2013 Knowledge Exchange event.
Want to see how we can help make your events successful? Click here to request a demo.
Page 30© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Direct Mail
Mark, want more attendees at your events?
See a demo of how our social referral app drives more event attendance and
get a chance to win a free iPad
www.marketo.com/mark-smith
Page 31© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Why Direct Mail?
Exact Target 2012 Channel Preferences Survey, February 2012
Page 32© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Sales Engagement
Page 33© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Welcome!
Page 34© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Engaging Journey
Page 35© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Application Usage
Page 36© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Application Usage
Page 37© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Trigger Campaigns Based on Activity
Page 38© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Gam
ificati
on
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
Community Participation
Page 42© 2013 Marketo, Inc. Marketo Proprietary and Confidential
What’s the Payoff?
• Build brand awareness and affinity• Increased Reach• Frequent and consistent engagement
• Identify highest value customers• Seize the moment• Increased opportunity conversion rate• Shorter sales cycle
• Build long-term loyalty and advocacy • Increases lifetime customer value
(retention, upsell and cross sell)• Fuels new customer acquisition
…all contributing to greater revenue
Page 43© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Page 44© 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 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
Page 45© 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
