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Introducing The House of Marketing

The era of engagement marketing

Twitter.com/RenoutvanhoveTwitter.com/TomcoppockTwitter.com/THoM_newsIncreasing relevancy

Great and exciting examples of whats possible today, with todays technology. The opportunity thanks to technology today is unlimited. Actually technology craftiness is essential for todays modern marketer. But there is a downside: our customer adopts new technology and channels way faster than we can keep up with. By the time we have figured out how to use snapchat as a new channel, or how to leverage whatsapp - our customers are already dancing around in their virtual reality goggles. What is the key message for today? The key thing for today, the key thing for this session is that its not about the technology, but about the buyer. A buyer that is ready to be dealt with differently. Showing you how to increase relevancy for our customer is the goal for this session. And of all all the powerful technologies that you have today to help you achieve that as a marketer, MARKETING AUTOMATION should be a cornerstone of your technology stack.So let me introduce you to Tom from Marketo.Tom: Thanks Renout. At Marketo we are working with thousands of customers around the world to do just that to put the customer, prospect or buyer at the centre of the marketing teams world. In a world where the customer is empowered with access to unlimited information in the palm of his or her hand, is in complete control of the journey they chose to take with your brand, and has evolved to tune out the majority of the 1000s of advertising messages they see every day, we as marketers need a new way to reach that customer. The modern marketer needs to see through the customerseyes, thinks about the entire customer experience and journey that lastsweeks, months, or even years, and connect with that customers or whichever device or channel that buyer is using. And while the modern marketer undoubtable needs to be more digital, and marketing data is undoubtably getting bigger, we are Marketo believe that marketing doesnt need to be technical or hard with our 5 principles of Engagement Marketing, well help you think like a modern marketer and create an enduring relationship with your buyers.1

4 customer behavior trends 5 principles of ABCDE engagement marketingAgendaYearly Marketing Survey

Renout: So, Together with Marketo, I will walk you through the five principles of engagement marketing, but before we do that I want to highlight a 4 key customer behavior trends that all urge us to act now, and share some key findings of the Yearly Marketing Survey that this year highlights the technology maturity of marketers in Belgium.Why act now? 4 customer behavior trends.some key findings coming out of the 13th yearly marketing survey. What are the 5 principles of ABCDE engagement marketing?: The five principles you need to uphold to remain relevant in todays volatile world2

Lucas De Dycker (LDD) - Design TDBWhy act now?

4BEHAVIOR TRENDS

The tactics of the past no longer work

So what are those 4 behavior trends that makes the tactics of the past no longer apply? 3

4 BEHAVIOR trends#1 Instant gratification#2 Connectedness#3 Hyperpersonalization#4 Contextual convenience

Its about(mention 4 trends)And those 4 combined make it so difficult for us to keep up with todays customer, and that make the tactics of the past to no longer work. Let me share where these 4 come from, and look into some great examples of companies and solutions that embody this momentum and that tap into the opportunity these trends represent. 4

#1 Instant

gratification90% of all text messages are read in less than3 minutesThe power of a crowdsourced platformConditioned by social media

Instant gratification. Where does this come from? What does it mean?conditioned by instant and constant feedback we all get from our mobile devices, making us constantly plugged in and turned on. In the meanwhile, we are used to receive instant feedback from our social followers. 90% of all text messages get read in under 3 minutes. Example of whatsapp and seeing when someone has read your message, and when someone is typing the answeryoure curious about the answer right? Youre just standing there, mobile in the hand waiting for the reply to pop up! You can actually see the other person typing. This is the kind of engagement we are starting to expect when we engage with brands as well. 70% of millenials would rather go to the dentist than listen to the sales pitch of an insurer so you want to better make sure you have real time calculators to get a price quote on your website. This translates into a graving for Instant feedback gratification. If you order a taxi you want to know when it arrives (typically in minutes) (Uber example), and you want to be sure its conform your standards.The moment you ask the uber, you get immediate response. Today, the transparency of a crowd sourced platform is far more powerful today than the message of a campaign.5

TechnologyConnectedness#1 Instant gratification

And we are already taking this to a next level. Now we have a graving for Instant experience: The customer in 2016 expects more and more to be immersed in an experience before making a purchase decision. 360 degree virtual reality experiences, in store VR. Example of Thomas Cook and impact on conversion 4x. Instant gratification is the child of social media, where the father is technology and the mother connectedness.6

Connectedness#2

Lets talk about that shall we? Connectedness. Mobile phones are the milennials sigarettes. We are so much in love with our mobiles that the first pedestrian lights built in the sidewalk are starting to appear. We no longer look up. Think about it. if we dont even pay attention anymore to the traffic signs, what does that say about the billboards or any other marketing message?7

80% use a phone to compare pricing, or lookup reviews while shopping1/3 of mobile time on messaging appsMicro moments#2 Connectedness

Trough the mobile device, the customer now has nearly infinite access to information and product choice anytime, anywhere, anyway. More than 80% of customers use their phone today to compare pricing, or lookup reviews while shopping a brick and mortar store. Price transparency is universal, and customers control many of the throttles regarding the messages they want to receive. Today, the customers path to purchase are rarely characterized by a few big, well-orchestrated moments. Instead, more but smaller interactions coalesce to determine success. In this new era, what happens in the nowin what Google refers to as micro moments is often becoming more important than the cumulative effect of our best-laid and elaborate marketing plans. Knowing that 1/3 of all mobile time is spent in messaging apps8

#2 Connectedness

t no surprise that Facebook recently announced AI Bots on their messenger platform meaning businesses can now build deeper automated but personalized interactions with their customers on Messenger in a way that is contextual and convenient.

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Disrupting conventional business modelsConvert transactional customers into long term loyal buyers#2 Connectedness

And we are not only connected trough our addictive mobile device, but more and more trough the internet of things. But just that makes that customer less available for any other type of communication that either does not give instant gratification or is misplaced in place and time. Its making it even thougher to be relevant as a marketer. We need to ask ourselves, how do you cut trough the noise of big data?The Samsung connected smart fridge is just one of the many examples taps into the momentum of the internet of things, and disrupts conventional business models in this case in retail. Samsung and Amazon have worked out a subsidized business model, where you get the fridge for free and the revenue model is based on the stuff you buy. Its comparable to the subsidized models we have seen already in mobile telecommunication. This puts marketing organisations on its head. Its no longer matter of having a digital marketing team, or teams focused on tactical channels such as social media. Think from now on about the Fridge marketing team as a new marketing discipline. These innovations allow brands to convert transactional customers into long term loyal buyers, since the connected fridge will provide valuable insights into when you buy what. It will allow to personalize any messaging you do with this customer. 10

#3 Hyperpersonalization

Right time, right device, right channel in the right context

Which brings me to personalization. Probably most of us are aware personalized promotional emails have 29% higher unique open rate. And yes, thats important. But thats not the point here. The point is, more and more we get conditioned, by the contextual features for example iOs brought us recently, or for example Waze. Based on context (where I am), data (my calender has a meeting the other side of town in half an hour) and additional information such as traffic jams that occur along the traject Waze will notify me when to leave in order to be on time. Apps like if this than that put all of this on steroids connecting apps and devices together so that when Im leaving on time my work mileage gets automatically tracked in my google xls sheet, my nest thermostat kicks in, and the lights from my Philips Hue go on back homeThis conditions us and our customers we are starting to get lazy as a society and its a good thing.We are more and more assuming our suppliers know us better than we do, and no longer accept irrelevant messages in time and space. This means customers will only pay attention to less intrusive, most relevant messages that are convinient to them.

What is our purpose as a marketer? In the end it all about how we as marketers can create buyer journeys that stick. That are easy. If you combine connectedness, hyperpersonalisation and instant, you get to convience. Convinience brings it all together. Its about being where you need to be, at the right time, trough the right device, trough the proper channel in the right context. A great example how Amazon has turned this paradigm into an opportunity is with the Dash buttons that allows you to order your washing liquid by the touch of a button.

What is our purpose as a marketer? In the end it all about how we as marketers can create buyer journeys that stick. That are easy. If you combine connectedness, hyperpersonalisation and instant, you get to convience. Convenience brings it all together. Its about being where you need to be, at the right time, trough the right device, trough the proper channel in the right context. A great example how Amazon has turned this paradigm into an opportunity is with the Dash buttons that allows you to order your washing liquid by the touch of a button.

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Contextual Convenience#4

What is our purpose as a marketer? In the end it all about how we as marketers can create buyer journeys that stick. That are easy. If you combine connectedness, hyperpersonalisation and instant, you get to convience. Convinience brings it all together. Its about being where you need to be, at the right time, trough the right device, trough the proper channel in the right context. A great example how Amazon has turned this paradigm into an opportunity is with the Dash buttons that allows you to order your washing liquid by the touch of a button. 12

# Contextual Convenience

As is Appiness, closer to home (Aalst) , Appiness lets you order the product thats currently broadcasting on your television. Viewers kan buy with one tap what they currently see on the screen. It recognizes opbjects and by clicking the red button you can go directly to the linked webshops or add it to a whish list. Dowload spott app.

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Digital is no longer a separate discipline

What have we seen? Instant gratification, Connected, Hyper individualized and for convenience looking customers. Gamechanging paradigms , customer controls her or his own journey. We know all that, we see it on a daily basis, trying to keep up and deliver differentiating experiences.Creating impact is difficult. Digital is no longer a separate discipline and should be embedded across your organization. We need to rethink how we engage and connect with our customers consistently. And thats exactly what we want to discuss today. its not about the buzzword, but about make it happen.Knowing we no longer live in a web first or mobile first or app first world. We are have to be omni channel FIRST, if we want to have the best chance of maximizing our reach and appeal. 14

The tactics of the past do not apply anymore

Customers/Consumers:

It provides more personalized messages (of more value) at the right time, the right device and the right place. So when its time to choose, they choose you.

Marketers/Sales:

It saves time, improves efficiency and increases productivity. Enables understanding of customers, pin-point opportunities, measure performance, ties marketing activities to business results.

Marketing Automation refers to a software ecosystem that enhances experiences to create business impact:

THE TACTICS OF THE PAST DO NOT APPLY ANYMORE.So what does work? Where do we start this journey of engagement marketing? As said, we will need 5 principles of engagement marketing as a new play in order to differentiate ourselves with excellent customer experiences, and to tap into the opportunity we just saw. But we will also need technology to help with that. And Marketing automation is an important technology that can help you in delivering on your goal. Why marketing automation? Because MA will help you get out of the status quo of playing catch up with your customer.Now, we just still dont see MA technology taking off in Belgium.Want to know why?15

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For the 13th year in a row The House of Marketing has conducted a survey amongst marketers in Belgium that this year addresses the adoption of maturity of marketing technology with a focus on Marketing Automation. And we have noticed there are 3 main struggles with regards to marketing automation in Belgium thats keeping us from creating impact.

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Content in contextOnly 33% have content related to stages in customer journey

Marketing automation runs on two things. The first one is content - consider that your fuel and the second one is data consider that one your oxygen. (probably going to have to rethink that comparison given all cars will soon be electrical).Yet having different content related to the different stages of the customer decision journey is an obstacle for 67% of marketers. What does this mean? Why is that important? Strong content is a must-have when it comes to successful marketing automation. Content is the fuel that runs the engine. Let me give you an example: what would be content relevant in the early stage of the customer journey what would the purpose of that content be? Attract strangers to your website right? So you need blogs, ebooks, cheat sheets, reports, templates, whitepapers and such so that this content will also increase your relevancy in the organic search results of search engines knowing that 93% of buying cycles start with a search engine. It starts of with content that is meant to help customers, not sell to them. In a middle stage you would need content that brings value, so that these strangers are ready to leave their email addresses right? Think of content like checklists, tips & tricks, comparison charts, infographics and buyer guides, analyst reports. And in the late stage, when customers are in the consideration phase you would need content like pricing, demos Customer case studies etc. Having content in context will allow you to gather implicit data in exc ange for new peaces of content and gather explicit data such as reading, browsing, interest behavior from your customer. It will help you optimise your data.

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Content in contextOnly 24% have contextual content based on time, place, device


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Content in contextOnly 34% have defined content persona


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Use of dataOnly 50% use first party data

And the oxygne to burn the fuel of your marketing automation engine is data. 20

Lucas De Dycker (LDD) - 32% ...

Use of dataOnly 32% of marketers rely on data for their decision making



Content is Fuel, Data is OxygenUse of data



46% are struggling to have one single view of the customer

How can we be customer centric if we as markters do not have a single view of the customer for 46% of the survey respondents. To be successful in the era of now, marketers need to focus on individuals and cohorts. So, weve seen a new type of customer paradigm, weve seen how marketing automation can plan a role in addressing that paradigm, and weve seen from the yearly marketing survey we are not ready. Weve seen Marketing automation might be a solution as the marketers toolbox, but a toolbox without a manual, or guidelines does not serve us. You need to start off by obtaining Five fundamental principles of engagement marketing as a guidance.Tom? 23

Lucas De Dycker (LDD) - Is/are?

YOURCUSTOMERSThe Quest of Every Marketing Team

YOURCUSTOMERS

YOURCUSTOMERS

Renout: So, weve seen a new type of customer paradigm, weve seen how marketing automation can plan a role in addressing that paradigm, and weve seen .Remember that the customer has already taken control IT IS TIME TO ACT NOW, IT IS ALREADY HAPPENING NOWBut technology is not enough.Marketing automation might be the marketers toolbox, but a toolbox without a manual, or guidelines does not serve us.

You need to start off by obtaining Five fundamental principles as a guidance. So how do you make it happen, Tom?What do marketers need do to be and remain relevant in that volatile world?

We have a number of Marketing executives in the room today, from multiple geographies and industriesnow each one of us regardless of whether we are in B2C or B2B, small or large or industry have the same quest: How do I acquire new customers faster? How do I grow their lifetime value? And, how do I convert as many of them as possible to become advocates? How do I build brand advocates who in turn can influence new prospects? In other words, create this virtuous cycle of customer success.

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Lucas De Dycker (LDD) - Other image?Lucas De Dycker (LDD) - Which color?5PRINCIPLES

So as we have heard, while the goal of a marketing team has not changed we still want to acquire new prospects, win more customers and create loyal advocates it is the customer and their experience expectations that have changed.

The good news is that, as customers have become more digital, so have marketing teams we have an ever growing pool of tools and technologies to choose from to help us do our jobs, we have ever more data available to use helping marketing become as much a science as an art form, and we have platforms that will help us automate, co-ordinate and the customers experience as they go on their journey with you.

So the question is, given we have all these great tools available to us, how should we approach creating marketing experiences that engage prospects and consumers, that make our brands, products and services stand out, that create digital intimacy with customers at every stage of their journey, and that fulfill our new roles as customer experience strategists, the drivers of competitive advantage and being the CEOs wingman as they transform their business for the digital era?

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ENGAGEMENT MARKETINGBuild personalized and lifelong relationships#1 As Individuals#2 Based On What They Do#3 Continuously Over Time#4 Directed Towards An Outcome#5 Everywhere They Are

So Marketo have captured 5 principle to guide your thinking, to help you create personalized experience that both engage your prospects and meet your business goal.26

Engage People: As Individuals#1

Rule #1: Marketers need to shift from mass marketing to engaging people an individuals, in a 1:1 way.Transition (One sentence to lay foundation for next slide) B

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Very quickly let me explain engagement marketing in a little more detailThink about this beach we all want to be thereEach have different point of view Viking river cruises example

3 storiesThis is possible today with engagement marketing technologyTo cadence

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Not just about what we say, but how and when we say itAbout individual basis with customers To journeys29

Nurture programs in multiple verticals and 22 languages

In todays global markets, achieving high growth rates require understanding and speaking an individuals needs. Quintiq, a leader in supply chain planning, scheduling, management and optimisation software, nurtures their prospects and customers, personalising content according to industry, location and language to create well qualified and engaged leads to pass to their sales teams, which has helped them build a customer base in over 80 countries around the world.

https://uk.marketo.com/customers/quintiq/Quintiq is a Dutch company, owned by Dassault Systems, that is a global leader develops planning, scheduling and supply chain optimization software. The company is headquartered in 's-Hertogenbosch and its North American headquarters are in Radnor, Pennsylvania.

Multi-touch, understanding funnel, attribution / ROI.Marketing Sales alignment, sharing the same set of data. Multi-languageNurture on 22 verticals,Different languagesMore free time - more campaigns.

HighlightsIncreased Sales and Marketing alignmentMarketo helps to connect the dots on specific campaign performance and ROISingle marketing platform for consistent global campaignsAbility to easily deliver campaigns in multiple languagesGranular analytics on daily, weekly, monthly reportingChallengesQuintiq is a leader in supply chain planning optimisation. As one of the fastest growing companies in its space, Quintiq is utilised at over 500 locations in 80 countries around the globe. As a growing company, Quintiq wanted to achieve greater transparency and alignment between the sales and marketing function, and find a better means of measuring and increasing campaign activitiy and lead generation via a single marketing platform.SolutionQuintiq implemented Marketo to standardise its global marketing campaign execution across multiple languages, including Korean, Chinese, Polish and German. This enables users to create and automate out of the box campaigns and templates, which can be reused in different territories in a matter of seconds.We ran very few activities before deploying Marketo. A few events that would start and stop, but we had no real way of automating and executing campaigns quickly and efficiently or measuring and reviewing what was working and how nurtured leads added to the bottom line, said Diederik Martens, Marketing Automation Manager, Quintiq.BenefitsWe chose the best of breed solution with Marketo, added Martens. Marketo facilitates growth and accelerates the marketing process, which means we have more time to execute more campaigns, which is a good thing. Lead scoring and insight helps us determine why a program performed in a certain way and how we can improve it, determining if were spending our marketing money efficiently and effectively.Quintiq currently runs 22 multilingual lead nurturing programs across several different verticals. Through the use of analytics, Martens and his team can see all the touches that contribute and eventually lead to an opportunity, to further understand the marketing ROI.Marketo has enabled us to gain real insight into how and why our marketing campaigns work, and how people flow through our funnel during the buying journey. We also have the ability to monitor the SLA on lead follow up and best practice adherence, which has further increased our sales effectiveness, said Martens. Our plans for the future will see us further increasing automation and alignment, and were also looking at the use of social media.

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Engage People: Based on What They Do#2

Very simple answer stop spending so much time charting, spend more time listening2 ears, 1 mouthTruism of building relationshipsAs much about listening to the other person as talking about yourselfListen to what customers are saying and understand the journey they are onOnly if we can listen and understand are we able to continue the conversation in a positive wayTo good news

Input Pol: Make it clear in your speech that listening has not to be taken literally, otherwise you do not make the link with the data31

Reduced customer onboarding window from 45+ days to just 16 days

Microsoft Office is an organization that is going through a transformation of how they are engaging with customers as individuals moving from an on-prem to SaaS modelTheir Office team is leveraging data to create a more customized onboarding experience for customers within the first 2 weeks to accelerate service adoption based on the behavior they exhibit with the Office features For example, theyve reduced their onboarding window from 45+ days to just 16 days listening and responding to the needs of their audience based on audience behavior. They are consistently experimenting based on the data they collect on their customers. They also put services usage data in the hands of thousands of regional sellers and marketers to further drive usage and adoptionMarketo allows the Microsoft Office team to scale billions of personalized communications with their customers.

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Lucas De Dycker (LDD) - Other image

EvaluatePurchaseAdoptGrow

#3Engage People: Continuously Over Time

New Rule #3 is that marketers need to shift from point in time campaigns to continuous conversations.

Campaigns are disconnected puzzle pieces and therefore never form any kind of cohesive thread or picture to communications that form a continuous relationship that gets deeper and deeper over time.

Traditionally marketers have been focused a lot on the transaction helping close the deal with the customer. But the end of the transaction is the beginning of a long-term relationship with a customer. And brands that win engage people early and engage them over time continously in a personalized way; this is critical in a world where a customer has lots of choice and the switching costs are low.

Banner Slide:

Clear (Say whats on the slide for understanding) Content (Relay the Key Message) Transition (One sentence to lay foundation for next slide) Our Core Message

*ToDo Remove roadshow and replace image

New Rule #4 is that marketers need to shift from point in time campaigns to continuous conversations.

Campaigns are disconnected puzzle pieces and therefore never form any kind of cohesive thread or picture to communications that form a continuous relationship that gets deeper and deeper over time.

Traditionally as marketers, weve been focused a lot on the transaction helping close the deal with the customer. But the end of the transaction is the beginning of a long-term relationship with a customer. And brands that win engage people early and engage them over time continously in a personalized way; this is critical in a world where a customer has lots of choice and the switching costs are low.

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CreditCard

MortgageRates

LifeInsurance

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Track buyer behaviour & journeys to inform a content driven marketing strategy to nurture long term relationships.

tijn HeijthuijsenMarketing Automation Specialist Graydon Holdings N.V. HighlightsGraydon selects Marketo to run customisable, tailored marketing campaigns from a single platformEmpowers marketing to deliver a personalised, one-to-one experience to each leadTransforms sales effectiveness by automatically prioritising sales ready leadsChallengesGraydon Holdings provides multinational clients with key business information services including, credit information, marketing data information, risk and compliance and debt collection. The company is embracing an engaging, content-driven marketing strategy, geared toward creating long-term, rewarding customer relationships.Having recognised that the outdated approach of blasting audiences with diverse, poorly-targeted messages was ineffective, Graydon strived for a more personalised, content-driven approach to marketing. It also required a more effective lead management solution; previously leads were fed into the companys CRM system and followed up with manually by the sales team. By defining a lead qualification process combined with consistent, targeted messaging, Graydon could develop a one-to-one dialogue with prospects as they progress through the buyer journey.SolutionMarketo was the ideal platform to implement this marketing strategy. Graydon evaluated Marketo alongside competitor solutions and Marketo consistently outperformed others in terms of functionality, ease of use and the breadth of online support. Marketo also offered easily customisable features and did not require IT intervention to deploy.In the six months since Marketo went live, Graydon has leveraged the powerful platform to perform integrated and productive marketing activities encompassing their email marketing, database management and customer engagement. Marketing is empowered to create targeted campaigns that deliver relevant and compelling content to the right leads using precise database segmentation. Marketo also facilitates the management of leads through the buying journey, tracking behavioural activity from capture to acquisition and beyond.

BenefitsThough marketing now channels fewer leads to sales, the leads it delivers are of a significantly higher quality. Marketo is steadily transforming Graydons sales effectiveness by giving priority to qualified leads with a higher propensity to close and allowing sales to manage their time more efficiently. The breadth of knowledge and expertise available on Marketos Community resource has also been instrumental in the success of the team, with access to round-the-clock help articles, on-demand training and product documentation.Marketo is like being given a pair of digital hands to run marketing campaigns. It is a powerful and popular marketing automation solution which is steadily transforming our sales effectiveness.

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Engage People: Directed Towards An Outcome#4

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BUYEVALUATELEARNENGAGE

RENEWGROWROIUSE

ADVOCATEREFERSHARETRUST

Banner Slide:



Still need to have emotionStill need to have calls to actionStart thinking about taking customers on journeys over time

Other key idea, journeysFor example, rather than a random ad, were all learning to think about this as multi-step processIdea of lead nurturingJourneys over timeReinvented world of marketingnext 2 rowsNot just about getting people to buyAbout lifelong relationshipsLots of different journeysAs marketers think about each destinationEach individual at a different point, different place, different step of their own individual journeySeeing marketers figure this all out Staples exampleMet their journey marketerStarting to see these words and these new jobs popping up all overTo bad news

Input Pol: directed towards an outcome not clear.

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Improved marketings contribution to the companys total revenues from under 10% to 30+%

Although you and I may think of cameras, TVs and camcorders when we think of Panasonic, I was surprised to learn that 70% of Panasonics business is B2B: they specialize in high end projectors, broadcast equipment and actually theyre a part owner of Tesla. Out of their 12 product business units, 7 out of 8 of them were not making plan and seeing negative growthPanasonic uses Marketo as their single customer system of record where they can score leads based on product interest across multiple product categories, educate and nurture them about the breadth of Panasonics offerings based on their prospects interest, and route those leads to the appropriate sales contactNow all 12 BUs are above plan and they have seen five-fold increase in leads without any further investment in budget or resources

Marketing has truly earned a seat at the revenue table with sales at Panasonic.

Results: Improved marketings contribution to the companys total revenues from under 10 percent (7%) to 26%, expecting to close at 30+% Drove marketing to influence $200 M in sales pipeline Increased marketing campaign output five-fold without any further investment in budget or resources

Renout: Should we show https://www.youtube.com/watch?v=BvpNkOkL_IM&index=26&list=PL2EECB4FEE55298A2

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Engage People: Everywhere They Are#5

Rule #2: Marketing is an outcome.

Banner Slide:



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Engaging 87M customers with 1B activities to lose weight, improve fitness levels and train

Page #

How My Fitness Pal switch channels to re-enforce core engagement with Apps and Blog.

MyFitnessPal is committed to taking whats hard about living a healthy lifestyle and making it easier. Our mission requires that we consistently sharing relevant content, recipes and insights that eliminate the frictions of forming healthy habits. But it can be infinitely challenging when you have tens of millions of users. Marketo helped us address this significant challenge, gave us the ability to scale and helps us leverage things like personalization, analytics and segmentation to deliver the right content to the right people at the right time.Tara-Nicholle NelsonVice President of MarketingMyFitnessPal

MyFitnessPal Leverages Marketo to Engage 65 Million UsersHighlights4 million unique visitors to blog each monthQuickly ramped to sending 100 million emails per month with MarketoUser engagement increased double digitsChallengesMyFitnessPals health and fitness apps help people set and achieve personalized health goals by tracking their nutrition and physical activity. More than 65 million people have used MyFitnessPal to achieve and maintain a healthier and happier lifestyle. With a database of over 4 million foods, integrations with top fitness technology partners and the largest health community in the world, MyFitnessPal is the leading health and fitness tool worldwide.However, with such a large user base, MyFitnessPal was challenged with effectively engaging a wide variety of people across digital channels. Although the company had 15 million people in their database for marketing and content emails in 2013, MyFitnessPal sent only 4 emails during the year. Additionally, MyFitnessPal wanted to engage more people with the quality content on their blog, Hello Healthy.MyFitnessPal recognized the need for a solution to help them develop their cross-channel communication and lifecycle marketing programs. They chose Marketo as their engagement marketing platform.SolutionWith Marketos engagement marketing platform, MyFitnessPal started by dramatically increasing engagement with users via personalized email communications. That included ramping from 4 emails in 2013 to a robust set of emails intended to engage MyFitnessPals 15 million marketing-subscribed users. Using robust testing, personalization and segmentation, MyFitnessPal now sends over 100 million emails per month with incredibly low unsubscribe rates. These emails include a weekly newsletter, recipe round-up, and workout of the week. The ability to test emails without engineering involvement has allowed us to create experiences that boost user engagement with our app and our blog, says Tara-Nicholle Nelson, the Vice President of Marketing at MyFitnessPal.In addition to email as a direct channel, MyFitnessPal has built a sizeable following on their blog, Hello Healthy. By enticing users in other channels with blog content, Hello Healthy now has over 4 million unique visitors per month, making it the fifth most trafficked healthy living lifestyle blog on the web.Lastly, based on their deep understanding of each user, as well as how often people are interacting with their app, MyFitnessPal has improved retention and engagement. With a set of creative content campaigns targeted at users who have become inactive, MyFitnessPal now reactivates hundreds of thousands of users each week.BenefitsWith Marketo, MyFitnessPal engages people over 100 million times per month. User engagement is up by double-digits and with the help of Marketo, MyFitnessPals multi-channel content and social media marketing program has helped grow the MyFitnessPal blog. The blog, Hello Healthy, now sees over 4 million unique visitors per month, and is one of the most trafficked healthy lifestyle destinations on the Internet.

SAN MATEO, Calif. September 23, 2014 Marketo Inc. (NASDAQ: MKTO), the leading provider of marketing software, today announced that MyFitnessPal, the worlds leading health and fitness platform, implemented Marketo to engage with its more than 65 million users and to drive awareness for Hello Healthy, now one of the largest health and fitness media outlets in the world.By leveraging Marketos customer engagement platform, MyFitnessPal has dramatically increased its engagement with users via personalized email communications and digital content marketing. As a result, MyFitnessPal has reactivated and engaged users at scale, resulting in a 10 percent lift in user engagement. A multi-channel content and social media marketing program using email communications as a key traffic driver also grew the readership of MyFitnessPals blog, Hello Healthy, to over 4 million unique visitors per month.MyFitnessPal is committed to taking whats hard about living a healthy lifestyle and making it easier. Consistently sharing relevant content, recipes and insights that eliminate the frictions of forming healthy habits is a key component of our mission, but it can be infinitely challenging when you have tens of millions of users, said Tara-Nicholle Nelson, vice president of marketing at MyFitnessPal. Marketo helped us address this significant challenge, gave us the ability to scale and helps us leverage things like personalization, analytics and segmentation to deliver the right content to the right people at the right time.To learn more about how MyFitnessPal leverages marketing technology to drive customer engagement, join Tara-Nicholle Nelson, vice president of marketing at MyFitnessPal and Mike Stocker, senior consumer marketing strategist at Marketo, for their workshop at Advertising Week on Monday, Sept. 29.About MyFitnessPalMyFitnessPals health and fitness apps help people set and achieve personalized health goals by tracking their nutrition and physical activity. More than 65 million people have used MyFitnessPal to achieve and maintain a healthier and happier lifestyle. With a database of over 4 million foods, integrations with top fitness technology partners and the largest health community in the world, MyFitnessPal is the leading health and fitness tool worldwide. MyFitnessPal is headquartered in San Francisco, CA. For more inspiration, visit http://www.myfitnesspal.com

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ENGAGEMENT MARKETINGBuild personalized and lifelong relationships#1 As Individuals#2 Based On What They Do#3 Continuously Over Time#4 Directed Towards An Outcome#5 Everywhere They Are

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Start Small42Scale FastThink BIG!

You migth be overwelmed? You need to think about 100 things at the same time. All on top of your task ask marketeer. We have worked out a methodology that makes it pragmatic and Learn by doing. Be realistic with what strategic impact you will gain when implementing these principles, wheter you do iti with marketing automation or not. The key is to remain disciplined. You will find discruptions and new ways on your path so be pragmatic. Think big, start small scale fast.

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1Design

2Act

4Measure

QUICK WINS

5Perfect

3Engage

Be pragmatic and lean

Design a minimal viable solution take it for a spin. Act but dont over design. Compare MA with CRM. Its different. Does not have to be transformational . Its a roadmap to a never ending journey. Once you have engaged, test and measure, A/B testing. See what works, validate the assumptions. And then scale and perfect. 43

Use the 5 principles as a guidelineContent is fuel, data oxygenMarketing automation as ultimate ToolboxAct as a lean startupStart and end with the customer journey

So, Use the 5 principles as guidanceKeep the end in mind, create magical experiences for your consumerDo it in a lean way: Think big, start small and scale fastAct now

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Lucas De Dycker (LDD) - Recap? Wrap up?

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Download - Vlerick collo16 house of marketing marketo final external

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