Engagement Marketing: Creating Conversations That Cut Through the Noise
Michael BergerDirector, Product MarketingMarketo
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INFORMATION SCARCITY
WE USED TO LIVE IN A WORLD OF
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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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Shift of Power – Car Purchase
Self-education
Dealer
Self-education Dealer
Sales
Marketing
Old
New
Source: Adbusters, 2011
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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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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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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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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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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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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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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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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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Social Engagement vs. Spend
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Social Engagement
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Social Engagement vs. Spend
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Direct Mail
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Package is Automatically Sent
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Upon Delivery: Personalized Email Sent, Tasks Created for Call
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Why Direct Mail?
Exact Target 2012 Channel Preferences Survey, February 2012
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Gam
ificati
on
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Online Community
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Online Community
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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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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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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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Listen • Engage • Measure