content is personal: win over your audience with engagement
DESCRIPTION
Join special guest Tia Newcomer, VP of Marketing at Cord Blood Registry, along with Marketo's Director of Product Marketing, Mike Berger, as they discuss the key principles of engagement marketing, and how to put them into action.TRANSCRIPT
Content Is Personal: Win Over Your Audience with Engagement
Michael Berger
Director, Product Marketing
Marketo
Page 2 Marketo Proprietary and Confidential | © Marketo, Inc. 11/18/2014
The Quest of Every Organization
YOUR CUSTOMERS
Page 3 Marketo Proprietary and Confidential | © Marketo, Inc. 11/18/2014
But Today’s Digital World has Made it Hard
80% Of a customer’s journey today is self directed2
2900 Marketing messages per day vying for your customer’s attention1
87% Of people demand a meaningful experience with a brand3
1. SuperProfile 2. Forrester 3. Edelman Research
Build durable relationships that drive
long-term retention, loyalty, and
advocacy
Lifelong relationships
Stra
tegi
c V
alu
e
Engagement Marketing Maturity
Destination Engagement Marketing
Point in time single channel campaigns
Continuous campaigns
Scale marketing efforts
through automation
Quickly execute targeted
campaigns
Personalized conversations across channels
Communicate with people as
individuals wherever they are
Engagement Marketing Fireside Chat
Tia Newcomer
VP of Marketing
Cord Blood Registry
Page 6 Marketo Proprietary and Confidential | © Marketo, Inc. 11/18/2014
Engagement Marketing Build personalized, meaningful & lifelong relationships
Engage People:
• As individuals
Page 7 Marketo Proprietary and Confidential | © Marketo, Inc. 11/18/2014
Engagement Marketing Build personalized, meaningful & lifelong relationships
Engage People:
• As individuals
Page 8 Marketo Proprietary and Confidential | © Marketo, Inc. 11/18/2014
Engagement Marketing Build personalized, meaningful & lifelong relationships
Engage People:
• As individuals
• Based on what they do
Page 9 Marketo Proprietary and Confidential | © Marketo, Inc. 11/18/2014
Engagement Marketing Build personalized, meaningful & lifelong relationships
Engage People:
• As individuals
• Based on what they do
Page 10 Marketo Proprietary and Confidential | © Marketo, Inc. 11/18/2014
Engagement Marketing Build personalized, meaningful & lifelong relationships
Engage People:
• As individuals
• Based on what they do
• Continuously over time
Page 11 Marketo Proprietary and Confidential | © Marketo, Inc. 11/18/2014
Engagement Marketing Build personalized, meaningful & lifelong relationships
Engage People:
• As individuals
• Based on what they do
• Continuously over time
Page 12 Marketo Proprietary and Confidential | © Marketo, Inc. 11/18/2014
Engagement Marketing Build personalized, meaningful & lifelong relationships
Engage People:
• As individuals
• Based on what they do
• Continuously over time
• Directed towards an outcome
Page 13 Marketo Proprietary and Confidential | © Marketo, Inc. 11/18/2014
Engagement Marketing Build personalized, meaningful & lifelong relationships
Engage People:
• As individuals
• Based on what they do
• Continuously over time
• Directed towards an outcome
Page 14 Marketo Proprietary and Confidential | © Marketo, Inc. 11/18/2014
Engagement Marketing Build personalized, meaningful & lifelong relationships
Engage People:
• As individuals
• Based on what they do
• Continuously over time
• Directed towards an outcome
• Everywhere they are
Page 15 Marketo Proprietary and Confidential | © Marketo, Inc. 11/18/2014
Engagement Marketing Build personalized, meaningful & lifelong relationships
Engage People:
• As individuals
• Based on what they do
• Continuously over time
• Directed towards an outcome
• Everywhere they are
Page 16 Marketo Proprietary and Confidential | © Marketo, Inc. 11/18/2014
Engagement Marketing Build personalized, meaningful & lifelong relationships
Page 17 Marketo Proprietary and Confidential | © Marketo, Inc. 11/18/2014
Engagement Marketing Build personalized, meaningful & lifelong relationships