The Engagement Economy: New Ways To Engage Digital Consumers over Email and Social

The Engagement EconomyNew Ways To Engage Digital Consumers over Email and Social

#RevEngine @jonmiller

Hi, I’m Jon MillerSubscribe to blog.marketo.com

@jonmiller

1. Born in Ethiopia2. Can dislocate my thumbs at will3. Studied Physics at Harvard, captain of high-

school debate team and newspaper staff4. My first child was born the same month that

we incorporated Marketo

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TopicsConversations not CampaignsRelevanceMulti-Channel

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Conversations Not Campaigns

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#RevEngine @jonmiller

#RevEngine @jonmiller

#RevEngine @jonmiller

Example Conversation: Nurturing

A

B

C

D

1 23

Stages1. BUYING STAGES

• Early (4.1.1 cadence)• Mid and Late• Customer

2. BUYING PROFILES• Industry: 82%• Role: 67%• Company Size: 49%• Geography: 29%

Get The “Definitive Guide to Lead Nurturing”http://marketo.com/DG2LN

#RevEngine @jonmiller

#RevEngine @jonmiller

Relevance

#RevEngine @jonmillerSource: Adbusters, 2011

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#RevEngine @jonmiller

#RevEngine @jonmiller

More Targeted Sends are More Engaging

100 1000 10000 1000000

50

100

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250

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Email Delivered

Enga

gem

ent S

core

Source: Marketo research

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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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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%

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EmailWebSocialCampaignsCRMTransactions

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ESPs Only Track Email Behaviors

For sophisticated targeting rely on technical databases and complex queries.

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But I’m a Marketer, not a Programmer!

I can do this myself! No trips to see IT – yay!

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Multi-Channel Engagement

#RevEngine @jonmiller

#RevEngine @jonmiller

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

#RevEngine @jonmiller

#RevEngine @jonmiller

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

#RevEngine @jonmiller

Tweetable Takeaways

1.Nobody wants to get “blasted” – engage consumers in multi-channel conversations

2.The key to relevance is behavioral targeting – market like Amazon

3.Don’t just run social campaigns, make every campaign social

@jonmiller