Getting Engagement Marketing Right

Engagement Marketing: Creating Conversations That Cut Through the Noise

Michael BergerDirector, Product MarketingMarketo

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

INFORMATION SCARCITY

WE USED TO LIVE IN A WORLD OF


ABUNDANCEINFORMATION


The Changing Buying Cycle

Self-education

Sales Engagement

Self-education Sales Engagement

Information Scarcity

Information Abundance


Shift of Power

Self-education

Sales Engagement

Self-education Sales Engagement

Sales

Marketing

Information Scarcity

Information Abundance


Blast Away!


More Targeted


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


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


Engagement


Engagement Marketing

Cut through the noise by engaging individuals in a dialogue that connects them emotionally with your brand


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

http://public.dhe.ibm.com/common/ssi/ecm/en/gbe03297usen/GBE03297USEN.PDF

Selecting a Solution


Easy b

ut

Basic


Conditional Logic


Sounds logical, but…


1. Enables Relevant Messaging


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

http://marketo.com/DG2LN



2. Capable of Behavioral Targeting


Listen


Acti

on

s M

att

er

– EM

AIL


Acti

on

s M

att

er

– S

OC

IAL


Actions Matter – WEBSITE


Actions Matter – TRANSACTIONS


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


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


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%


Not All Tracking is Created Equal

Many systems only track email behavior.For sophisticated targeting rely on technical databases and complex queries.


3. Easy to Add Fresh Content


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


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


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


4. Goes Where Your Customers Are



Email integrated with…


Social Engagement vs. Spend


Social Engagement vs. Spend



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


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




Traditional vs. New

• 45% of Social network users have purchased or asked for something as a result of receiving direct mail


Direct Mail


Package is Automatically Sent


Upon Delivery: Personalized Email Sent, Tasks Created for Call


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


5. Handoff at the Right Time


But who is ready?You got them to the dance


Scoring Defined

Methodology for ranking potenital customers in terms of readiness to purchase.

Nurture Nurture DisqualifyPromotional Offer

Pass to Sales

Fit Interest Buying Intent


• 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




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


Stars and Flames show priority


6. Over the Entire Customer Lifecycle


Application Usage


Trigger Campaigns Based on Activity


7. Instant Insight


Meaningful Metrics

• Standard measures for engagement

• Method for faster analysis• Custom measures of

success• Trending data

Aha!


8. A System That Has Your Back


System That Has Your Back

• Automatically limit the number of communications



• Automatically adds and removes content based on a schedule



• Alerts when content is exhausted



• Automatically avoids duplicate content

• Even across channels


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



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…


Lead Scoring Definitive Guide


Lead Scoring Definitive Guide

2395 leads touched55


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

Technology

Getting Engagement Marketing Right