Engagement Marketing: Creating Conversations That Cut Through the Noise Michael Berger Director, Product Marketing Marketo
Marketing Cloud Virtual Event: Engagement Marketing
May 08, 2015
Your audience has their marketing shields up. How do you, as a marketer, cut through the noise and engage potential customers? The answer is though engagement marketing, which uses dialogue to foster a conversation with your customers. This requires the marketer to "listen" to the customer across multiple channels and respond appropriately. This kind of two-way conversation is more engaging and more effective at helping you build compelling, trusted relationships with both your potential and current customers.
Watch this eye-opening webinar on this increasingly relevant marketing topic, and learn how to use these techniques for more effective, engaging marketing.
You will learn:
• What engagement marketing is
• How dialogues are created
• The importance of taking the dialogue across channels
• The unique benefits of engagement marketing
• Examples of engagement marketing at work
Watch this eye-opening webinar on this increasingly relevant marketing topic, and learn how to use these techniques for more effective, engaging marketing.
You will learn:
• What engagement marketing is
• How dialogues are created
• The importance of taking the dialogue across channels
• The unique benefits of engagement marketing
• Examples of engagement marketing at work
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Transcript
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
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ABUNDANCEINFORMATION
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The Changing Buying Cycle
Self-education
Sales Engagement
Self-education Sales Engagement
Information Scarcity
Information Abundance
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Shift of Power
Self-education
Sales Engagement
Self-education Sales Engagement
Sales
Marketing
Information Scarcity
Information Abundance
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Blast Away!
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More Targeted
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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
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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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2. Listen (at scale)
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Behaviors Tell Us A Lot About Interests
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Acti
on
s M
att
er
– EM
AIL
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Acti
on
s M
att
er
– S
OC
IAL
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Actions Matter – WEBSITE
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Actions Matter – TRANSACTIONS
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Multi-Channel Listening
Web, Email, Social, CRM, Campaign History, 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
Page 23© 2013 Marketo, Inc. Marketo Proprietary and Confidential
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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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%
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3. Engage Across Channels
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Email integrated with…
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Social Engagement vs. Spend
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Social Engagement vs. Spend
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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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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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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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Traditional vs. New
• 45% of Social network users have purchased or asked for something as a result of receiving direct mail
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Sales Engagement
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4. Over the Entire Customer Lifecycle
Awareness
Leads
Prospects
Opportunities
Customers
Retain
Grow
Leverage
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Application Usage
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Application Usage
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Trigger Campaigns Based on Activity
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Community Participation
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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
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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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Why Aren’t Marketers Doing This?
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Why Aren’t Marketers Doing This?
Not in the company DNA
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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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