Getting Started with Engagement Marketing in 5 Steps

Marketer StoriesMarketer Stories
Be Inspired by the Marketing Nation
Matt Zilli
Marketo
Byrony Seifert
TechTarget
Emma Storbacka
Avaus
Jon Ewing
BMI Research

Think Big, Start FastThink Big, Start Fast
(And win over your sales team along the way)
September
22,
2015
Jon Ewing
CMO & CTO
BMI Research

Page
3
THE MARKETING NATION
TM
About BMI Research
• Data
&
Analysis
business,
publishing
our
views
on:

• Political
&
Country
Risk
(>
200
countries),

• Macro-‐economics,
• Industry
Analysis
(~25
industries).
• Specialism
in
Emerging
&
Frontier
Markets.
• Formed
in
1984;
became
part
of
the
Fitch
Group
in
2014.
• Headquartered
in
London;
offices
in
US,
Singapore,
South
Africa,
Dubai
&
Hong

Kong.

Page
4
TM
Marketing at BMI
• Two
main
sources
of
revenue:
• Enterprise
Customers
who
subscribe
via
our
online
platform,
• Reports
Customers
who
buy
individual
reports.
• Marketing
historically
focused
entirely
on
Reports
Customers;
Reports
P&L
sat

with
Marketing,
not
Sales.
• Lists
of
Leads
were
researched
by
a
3rd party.
• Product
Marketing
sent,
at
volume,
via
email
&
direct
mail.
• Little/no
Sales
&
Marketing
interaction;
often
perceived
as
“in
competition”.

Page
5
TM
Change in Direction
• Joined
as
CMO
&
CTO
in
November
‘14,
with
a
mandate
to
align
Marketing

Strategy
with
the
business
as
a
whole.
• Our
new
strategy
is
simple:

• Implementation
is
less
simple.Brought
in
Marketo
in
January
2015
as
one
of
the

key
enablers.
• Key
challenge
is
the
breadth
of
our
product
line
– more
than
1500
products.
• Customers
range
from
wanting
1
report,
to
1
entire
Industry
or
Country,
to
the

full
range
of
what
we
publish.

Use our Content to Find & Engage Prospects, Score them, and
pass them to Sales when they’re ready.

Page
6
TM
The obligatory funnel slide
Leads
to
Sales;
Marketing
Support
Content
Scoring,
“Top
10”

Content-‐driven
Nurture,
Streams
On-‐boarding,
Engagement,
Renewals,

Up-‐sell,
Cross-‐sell,
at-‐risk
Traffic
See
Think
Do
Care
SEO
(Moz),
GDN
&
PPC,
Social
Optimizely,
RTP

Page
7
TM
Engaging Sales
• Key
to
the
success
of
this
strategy
was
the
early
buy-‐in
from
Sales.
• Three
key
tactics
helped
deliver
this:
1. Frequent,
two-‐way
communication
– we
worked
with
Sales
on
how
we
can
help
their

process.
We
got
their
feedback
on
content
that
works/doesn’t
work.
We
built
our
buyer

personas
with
them.
We
built
our
lead
scoring
model
with
them.

2. Data – we
gather
as
much
information
about
a
Lead’s
interests
as
we
can
to
help
inform
the

Sales
conversation.
3. Tangible
Quick
Wins
-‐ the
way
to
a
Salesperson’s
heart
is
to
send
them
good
leads,
so…

Page
8
TM
We sent them leads!
• Identified
top
1500
prospect
companies,
• Set
up
a
Smart
Campaign
to
trigger
when

a
known
lead
from
one
of
those

companies
visits
our
site,
• Smart
Campaign
sends
an
email
to
the

relevant
sales
person.
• Within
2
weeks
this
had
led
to
a
sale.

Page
9
TM
Where next?
• Working
closely
with
Sales
on
Lead
Lifecycle
&
Workflow,
• Evolving
Lead
scoring
model,
• Using
RTP
to
engage
unknown
visitors
from
our
Top
1500
(initially),
• Optimising
registration
forms
&
processes,
• Aligning
team
structure
&
campaign
strategy
with
funnel,
• Scoring
Leads
by
interest
as
well
as
engagement,
• Traffic.
• Underpinning
all
of
this
is
cementing
Marketing’s
role
within
the
business:
• Close
alignment
with
Sales,
including
shared
Strategy
sessions,
• Close
alignment
with
Analysts
around
content.

Measurable results with data-
driven customer dialogues
Measurable results with data-
driven customer dialogues
Case: Finnish National Opera
September
22,
2015
Emma Storbacka
Business Development Director
Avaus Marketing

Page
12
TM
The Finnish National Opera
• Cultural
institution
• Xx
yearly
visitors
• Not
only
maximizing
sales
but
also
societal
role• International
cultural
institution

• 300
shows
per
year
(Opera,
Ballet
and

other
shows,
matinees
and
events)
• 300
000
visitors
yearly
• Subsidized
with
public
funds
• www.opera.fi

1. Less
volatility
in
occupancy
rates
2. Improved
customer
experience
3. Activating
passive
customer
base
4. Reduce
need
for
ad-‐hoc
campaigns
Why Marketing Automation?

Page
14
TM
Customer data as the foundation for automated
and smart customer communication
Marketing Database
• Transaction data
• Recency Frequency
segmentation
• Next purchase –
prediction

Page
15
TM
Dialogue1:
Pre/Post Show Dialogue

• Welcome
message
1-‐4
days

before
show
(depending
on

purchase
date)
• Personified
with
data
about
the

show
• Encourages
engagement
and

extends
customer
experience
• Mobile
optimized
Welcome
to
the
Opera
–
triggered
from
purchase
data
Welcome to
the Opera
tomorrow!
Dynamically
changed links to the
right show ”find out
more about your
show”

Page
17
TM
Rate your
experience
Subscribe to
newsletter
Engage with
us on social
media
”Thank you
and hope to
see you soon
again”

Landing
page
with
dynamic

content
based
on
feedback
Dynamic LP: Please let us know
how we can improve your
experience vs. Share your
experience with your network!
How likely are you to
recommend the Opera
to your friends?

Page
19
TM
Dialogue 2:
Activating passive customers

• Based
on
Recency-‐Frequency

(RF)
model,
passive

customers
receive
an

activation
email
campaign

• Automated
workflow,

contents
changed
periodically
• Different
content
depending

on
previous
purchasing

behaviour
of
customer
Activation
trigger
for

passive
customers Time for your next visit to
the Opera?
Recommended shows
Need any help?

Page
21
TM
Dialogue 3:
Newsletters

Page
22
TM
Modular newsletters drive engagement and
revenue and are improved via a/b testing
37%
32%
15%
Of
clicks Of
tickets

purchased
Of
EUR €
82% 71% 52%
16% 14
% 20%
0,1% 16% 27%

Page
23
TM
Results and impact on business

Results show a positive impact
compared to control group
Customers
receiving

marketing
communication
Members
of
pre/post
show
dialogue
Tickets bought
days
before
show +0,9
days +2,1 days
Average
size
of
purchase
(€) +69% +32%
Purchases +64% +43%
Number of
tickets +69% +17%

Getting Started with Engagement
Marketing - A 5 Step Process to
Follow
September
22,
2015
Byrony Seifert
Senior Director of Product Management and Operations, EMEA
TechTarget

Page
27
TM
Where do I even begin?

Page
28
TM
#1 - Start at the end, work backwards
• Back
your
way
into
the
solution.
• Define
the
end
results
-‐ it's
a
simple
concept
but

important.
• What
do
you
want
out
of
this?
• A
sale? Participation? Both?
• Defining
where
you
want
to
get
to
helps
you
back
into

the
solution.

Page
29
TM
#2 – Define the user
• I
have
six
key
questions
that
I

ask
every
time
I
do
a

campaign.
• Don't
start
out
trying
to
get
it

all
in.
• Build
slowly
to
the
nuances,

define
your
user
and
the
most

important
actions
of
that
user.

1. Average
sales
cycle?
2. Average
sale
price?
3. Does
engagement
with

the
brand
matter?
4. Does
job
title
matter?
5. What
is
the
best
content

mix
for
a
sale?
6. What
follow-‐up
is
being

done
with
the

marketing
qualified

responses?

Page
30
TM
#3 – The content audit
• The
key
step.
• Don't
map
your
content
to
your
campaign
without

auditing
everything
you
have.
• List
EVERYTHING
• If
you
do
this
-‐ your
building
stage
will
be
easy.

Page
31
TM
Content audit example
Lifecycle
Stage Content

Goal
Content

Description
Priority

Format(s)
Message
Point-‐
of
View
Content

Gating
Time

Spent
Distribution

Channel(s)
KPI
Awareness Inform Showcase

Alignment
News
& Social
Feeds,
Blogs,

Videos,
Articles
Editorial, Expert,

Vendor,
Peer
Ungated <30
sec. Site,
Pubs,
IT

Communities, Social
Engagement,
Sentiment,
Sharing,

Views,
Influence
Educate Begin
to
present
perspective
Social
Feeds,
Blogs,
Videos,

Articles,
Infographics
Editorial, Expert,

Vendor,
Peer
Ungated <3
mins. Site,
Pubs,
IT

Communities, Social
Engagement,
Sentiment,
Sharing,

Views,
Influence
Describe Push
perspective
&
build
leadership
Blogs,
Videos,
Infographics,

Press
Releases,
Reports,
White

Papers,
Webcasts
Expert,
Vendor Either <10

mins.
Site,
Pubs,
IT

Communities, Social.

Events
Engagement,
Sentiment,
Sharing,

Views,
InfluenceConsideration
Challenge Drive
methodology

adoption
Videos,
Reports,
White
Papers,

Webcasts
Vendor Gated <10

mins.
Site,
Pubs,
IT

Communities, Social.

Events
Influence,
Re-‐
engagement,
Dwell,

CTA
Conversion
rate
Decision Compel Drive
urgency Spec
Sheets,
Guides,
ROI
&
TCO

Calculators,
Testimonials
Editorial, Expert,

Vendor,
Peer
Either <5
mins. Site,
Pubs,
IT

Communities, Social
CTA
Conversion
rate,

MQL/SQL
conversion

rate

Page
32
TM
#4 – Think of the variables
• It’s
very
simple
– just
create
answers
to
the
following:
• Countries?
• Languages?
• Markets?

Page
33
TM
#5 – Layout the plan and triggers
• Scoring is an option, response goals and metrics are
important
• Triggers even more important.
• Warning – over half of you will find that when you do this
step that you’ll see that you don’t have enough content
• Don’t fret – build to your current content
• Identify the holes to fill in the future.

Page
34
TM
Final result – an example

Getting Started with Engagement Marketing in 5 Steps

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