the perfect storm
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Merging Acquisition and Engagement Across the Customer JourneyTRANSCRIPT
The Perfect Storm: Merging Acquisition & Engagement Across the Customer Journey
Mike StockerDirector, Business Development
Santi PieriniCOO & President
Marketers’ Challenges
• No Ability to Measure Cross-channel
• Dealing with Fragmented Tools & Data
Silos
• Limited Visibility into the Customer
Journey
• No Digital Marketing Effort ROI
• No Customer Lifetime Value
• Lack of Lifecycle Marketing
• Don’t Understand Behaviors and Context
“82.2% of marketers do not have the ability to measure cross-channel performance or return on investment.”
Laurie Sullivan,
Multichannel Marketing
It’s a New World - With New Rules
Era of Engagement Marketing
Actionable Marketing
Intelligence provides deep
insights across the customer
journey by measuring cross-
channel cost and performance
Where to begin?…Customer Acquisition
TRACKING: All Digital Channels
ATTRIBUTION: Multi-touch Conversion Attribution
OPTIMIZATION: Performance Targeting
INTEGRATION: Mktg Automation, Search, Display, etc.
Customer Acquisition…in a Multi-Channel World
Mobile
Display
Video
Social
Search
Shopping
Affiliate
Engagement
Tracking
Attribution
Optimization
Multi-Channel Attribution Modeling…it’s not just first/last click
First click Last click
Time Decay
Linear
U Shaped
Custom
Multi-Touch Optimization (Visualization)
• Detailed digital marketing actions/events taken by customers
• Analyze the channels influencing your customers’ purchase paths
• Insight into customer journey history of marketing performance
Customer Journey Lifetime Value
Marketing IntelligenceDisplay Ads | Ecommerce |
Search | Lead Forms | Social Ads | Affiliates | Mobile Ads
Marketing Automation
Sales ForceAutomation
Customer Purchase
Cu
stom
er
Life
tim
e V
alu
eCustomer Acquisition
Customer Engagement
LeadTracking
Continuous Dialogue to Drive Purchases
Display Ads | Ecommerce | Search | Lead Forms | Social Ads | Affiliates | Mobile Ads
Marketing Automation
Customer Purchase
Cu
stom
er
Life
tim
e V
alu
e Marketing Intelligence
Customer Acquisition
Customer Engagement
Over the Entire Customer Lifecycle
Awareness
Leads
Prospects
Opportunities
Customers
Retain
Grow
Leverage
Targeted Engagement
100 1000 10000 1000000
50
100
150
200
250
300
350
400
Email Send Size
Enga
gem
ent S
core
Source: 100s of Marketo campaigns
Example: Topic of Interest Triggers
• Attends event
• Downloads content
• Click email
• Fills out form
• Score is changed
Social
Content
Technology
Standard Nurture Triggered Interests Lift
Open % 21.7% Open % 34.0% 57%
Click to Open % 23.4% Click to Open % 37.1% 59%
Click % 5.1% Click % 12.6% 147%
Dynamic Content
Industry, Geography, Company Size, Customer
vs. Prospect, etc.
The Bottom Line: Market Like Amazon
Behavioral targeting can increase engagement by 50% or more @michaelstocker
To Recap
• Marketers need a clearer picture of customer’s journey through multi-channel tracking of marketing spend ROI
• Better optimization leads to more effective spend on marketing dollars
• Lifecycle marketing is key - It’s easier to keep and grow a customer than to always acquire new customers!
• Understand behaviors and context and make every channel personalized
• Marketing is converging: Acquisition & Engagement Across the Customer Journey
About Marketo
• SaaS Marketing Technology Company
• Tracking, Attribution & Optimization
• 450+ Customers
• 5 Billion+ Consumer Actions per Month
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About CAKE
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The Perfect Storm: Merging Acquisition & Engagement Across the Customer Journey
Mike StockerDirector, Business Development
Santi PieriniCOO & President