Page 1
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential - Restricted 1
In Digital World, Life is a Sequence of Micro-Moments
2%Of marketers have the ability to identify, deliver, and measure how effectively they serve customers in micro-moments
- Forrester
Oracle Confidential - Restricted 1Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Page 2
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential - Restricted 2
The View of Your Ideal Customer Is Complex
11%Of marketers have high confidence that they’re targeting the right audience
- Nielsen
Page 3
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential - Restricted 3
Content and Execution Tied to Channels
Oracle Confidential - Restricted 3Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
93%Of marketers report silos by
channel. -eConsultancy
Page 4
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential - Restricted 4Oracle Confidential – Internal/Restricted/Highly Restricted
4
81% of non-C-suiters have a
say in purchase decisions.
-Google/Millward Brown Digital
The Buying Process Extends Beyond Individuals
Page 5
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential - Restricted 5Oracle Confidential – Internal/Restricted/Highly Restricted
5
On average, 5.4 people are involved
in today’s B2B purchase decisions.
-CEB
B2B Purchase Decisions Are Complex
Page 6
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential - Restricted 6
The Concept of Adaptive Marketing
Build an ID Graph That Spans Anonymous and Known Data
Intelligently Orchestrate Micro-Moments
Make Content Collaboration Channel Agnostic
Test & Optimize the Customer Experience
Page 7
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential - Restricted 7
Build an ID Graph That Spans Anonymous and Known Data
Oracle Confidential - Restricted 7Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential - Restricted 7Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Age: 29In Market: Casual Urban Wear
Offline Purchase: Jeans
AN
ON
YMO
US
KNO
WN
TV
SEARCH
DISPLAY
VIDEO
SMS
EMAIL
WEB
SOCIAL
Page 8
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential - Restricted 8
Intelligently Orchestrate Micro-Moments with Both Behavioral and Purchase Interactions
Oracle Confidential - Restricted 8Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Page 9
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential - Restricted 9
Incorporate Account-Based Marketing Strategies
Grow Leverage engagement and conversion data to find customers that look like your ideal ones.
EngageEngage prospects with contextualized experiences.
ConvertDrive funnel conversions by delivering timely content.
AcquireDeliver new customer acquisition through on-going nurture.
Page 10
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential - Restricted 10
Make Content Collaboration Channel Agnostic
Oracle Confidential - Restricted 10Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Page 11
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential - Restricted 11Oracle Confidential – Internal/Restricted/Highly Restricted
11
A 760% increase in email revenue came from segmented emails in 2013, up from 55% in 2012. - DMA's National Client Email Survey 2014
Fast Track the Buying Process with Engaging, Appropriate Content
Page 12
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential - Restricted 12Oracle Confidential - Restricted 12Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Thank You
David JohnsonBlog:
https://blogs.oracle.com/marketingcloud/
Page 13
If no one was around to hear it…
Did it really
make a sound?
Page 14
These are proxies for engagement
Page 15
Do you really want to treat these clicks the same?
3 min 2 min 5 min
0 min
eBook
Report Video
eBook
Blog Post
Page 16
Marketers have a big data gap…
THIS IS HOW TEXT LOOKS OVER A PHOTO
Behavior Intent
Engagement
Page 17
The missing link for better conversion
Content Engagement = Sales Readiness
Page 18
The challenge for marketers
Quality
Quantity
Did Bob read the content?
Is he educated enough to move
on to the next stage?
How do I get Bob’s attention 8
more times?
Will he consume all the relevant
content?
Narrow
engagement metrics
Low CTRs
and 1:1 content
experiences
Bob
Page 19
How do you research major purchases?
Page 20
B2B buyers are no different
Piecemeal
A piece of content
every 2 weeks
Concentrated
Bursts of attention
20+ minutes at a time
vs.
Binge
Page 21
We don’t make it easy for buyers to binge
Offer Interest Asset
That’s cool but I’d like to learn more.
Conversion
Page 22
Treat every click as the start of journey
Page 23
Treat every click as the start of journey
Page 24
You can’t know what you don’t track
Sales Readiness = HIGH
Sales Readiness = HIGH
Sales Readiness = MEDIUM
Sales Readiness = LOW
[email protected]
[email protected]
[email protected]
All Visitors
33% = more than 1 asset
7% =every asset
Page 25
Don’t leave engagement on the table
Sales Readiness = HIGH
Page 26
And easily understand the impact
Sales Readiness = HIGH
Page 27
Putting engagement data to work!
Bob the Buyerat ABC Company
• Augment Lead Scores
• Fast Track Engaged Leads
• Trigger Sales Alerts
• Route to Specific Campaigns
Engagement Threshold Met = +10 points!
Page 28
Our focus has been on generating attention
Page 29
It needs to be on keeping it…
Page 30
And knowing when your buyer is truly engaged
Prospects that binge are 2.4X more likely to be sales accepted
Page 31
But don’t take my word for it ☺
3X higher close rate on MQLs from LookBookHQ content experiences
Reduced sales cycle by 45 days &
2X marketing contribution to revenue
Page 32
We hope you’ve enjoyed the show
Thank
You!