Welcome to the Era of Engagement Marketing
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The quest of every organization is the same: to rapidly acquire customers, grow their lifetime value, and convert them into loyal advocates who in turn, influence new customers. Marketers are now faced with new challenges in this dynamic, ever-changing, customer-driven world. The key to success is one thing: engagement. Watch this on-demand session to learn how best-in-breed marketers are mastering the art and science of digital marketing by leveraging seven key tenets of engagement marketing and engaging their audience: As individuals Based on what they do Continuously over time Wherever they are Always directed towards a goal With measurable impact At the speed of digital
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Welcome to the Era of Engagement Marketing
- 1. Era of Engagement Marketing Shyna Zhang Sr. Product Marketing Manager Marketo
- 2. TOPICS 1. Every Organization’s Quest 2. 7 Principles of Engagement Marketing 3. The Engagement Marketing Journey
- 3. Page 3© 2014 Marketo, Inc. Marketo Proprietary and Confidential The Quest of Every Organization YOUR CUSTOMERS
- 4. But Today’s Digital World has Made it Hard 1. SiriusDecisions 2. SuperProfile 3. McKinsey Quarterly
- 5. Page 5© 2014 Marketo, Inc. Marketo Proprietary and Confidential 70%Of a customer’s journey today is self directed1 2900Marketing messages per day vying for your customer’s attention2 50%of all purchasing decisions are influenced by third- parties3 But Today’s Digital World has Made it Hard 1. SiriusDecisions 2. SuperProfile 3. McKinsey Quarterly
- 6. © Copyright 2014. Marketo, Inc. All rights reserved. New Customer Reality = New Marketing Reality THEN NOW Information: SCARCITY Purchasing Power: SELLERS Organizational Power: SALES Information: ABUNDANCE Purchasing Power: BUYERS Organizational Power: MARKETING
- 7. Marketing is transforming itself to lead the way
- 8. Page 8© 2014 Marketo, Inc. Marketo Proprietary and Confidential Key to Success: A New Marketing Mindset Talking at people via Advertising (Mass Marketing) Winning the transaction up-front (Transactional Marketing) Building meaningful, long-term & personalized relationships with people
- 9. Page 9© 2014 Marketo, Inc. Marketo Proprietary and Confidential From talking at people to building meaningful & personalized relationships FROM TO Via mass advertising As individuals Interacting with People Based on who they are Based on what they do Using point in time campaigns Continuous conversations Across few / isolated channels Wherever they are With unclear objectives Always directed towards a goal Marketing Transforming the Customer Experience
- 10. Engage People: We call this Engagement Marketing • As individuals • Based on what they do • Continuously over time • Wherever they are • Always directed towards a goal • With measurable impact • At the speed of digital
- 11. Engaging People: As Individuals
- 12. Engaging People: Based on what they do
- 13. Engaging People: Continuously Over Time
- 14. Engaging People: Wherever they are
- 15. Engaging People: Directed Towards a Goal
- 16. Engaging People: With Measureable Impact
- 17. Engaging People: At the Speed of Digital
- 19. Lifecycle Nurturing Intelligent Campaign Workflow Behavioral Personalization Coordinated Planning Coordinated Management Multi-Touch Attribution Lifelong & personalized relationships across channels with proven impact at scale Behavioral Nurturing Social Share & Sign-on Sales insight Multi-channel Personalization Personalized conversations across channels with proven impact Basic Marketing Automation Database Segmentation Basic Lead Scoring Basic Sales Alerts Continuous conversations across channels StrategicValue Marketing Maturity Engagement Marketing Maturity Journey Email Marketing Landing Page Creation Point in time single channel optimization
- 21. Adopting the Lead to Revenue Management (L2RM) Methodology 24 L2RM is… A set of integrated goals, processes, and metrics That is designed around the buyer, Which shape marketing practices, from lead generation to revenue events That is based on engagement And, is calibrated to revenue performance across the customer lifecycle.
- 22. Lead to Revenue Management Process • Early Awareness • Pref. building Demand Gen. • Known Names • 2-way dialogue Nurture • Handoff to Sales • In Rep’s Pipeline Qualify Revenue Demand Generation Nurturing Qualification to Close Revenue • Ads • Branding • Social • SEM/SEO • Web • PR • Events • Email opt-in • Webinars • Invite only events • Direct Mail • Thought Leadership • White Papers • Phone calls • Demos • Visits • LOI • Sales methodology kicks in at this phase • Reports • Dashboards • Win/loss analysis • Reverse engineering of pipeline by conversion values Advance when name known Advance when “Sales Qualified” Advance when contract signed Marketing Leads Sales Leads 25
- 24. Page 27© 2014 Marketo, Inc. Marketo Proprietary and Confidential Marketo’s Engagement Marketing Platform CUSTOMER
- 25. Page 28© 2014 Marketo, Inc. Marketo Proprietary and Confidential Marketo’s Engagement Marketing Platform Engage people in a meaningful, lifelong and personalized way across channels Measure and maximize impact of marketing investments across channels Generate awareness and ensure potential customers can find you Manage, coordinate and plan the marketing activities across your teams CUSTOMER
- 26. Page 29© 2014 Marketo, Inc. Marketo Proprietary and Confidential Marketo’s Engagement Marketing Platform Engage people in a meaningful, lifelong and personalized way across channels Measure and maximize impact of marketing investments across channels Generate awareness and ensure potential customers can find you Manage, coordinate and plan the marketing activities across your teams CUSTOMER Marketing calendar • Marketing scheduling • Specialized views • Unified campaign panning and execution • Email Marketing • Web / Mobile Personalization • Segmentation • Nurturing and Scoring • Event Marketing • Social Marketing • Content Marketing • SEO • Social Marketing • Web / Mobile Personalization (anonymous) • Landing Pages • Return on Marketing Investment • Cross-campaign Allocation • Opportunity Analysis • Revenue Attribution
- 27. Page 30© 2014 Marketo, Inc. Marketo Proprietary and Confidential Engagement Marketing Solution Marketing First Complete Ecosystem Innovative Platform Deep Expertise “Marketo’s view of this world is correct.” -Gartner Convergence of B2C & B2B best practices 350+ partners 125 integrations
- 28. Mobile Marketing Analytics & Big Data Customer Data Social Media Content Marketing Sales Tools Video Marketing Online Ads & Campaigns Lifecycle Marketing Events & Webinars Top of the Funnel
- 29. Page 32© 2014 Marketo, Inc. Marketo Proprietary and Confidential 50,000 Marketers in the Marketing Nation Best Practices Launchpacks & Marketing Sprints 3,500+ Customers Program Exchange Unparalleled Thought Leadership Marketo Institute Definitive Guides and award winning blog Marketing Nation Summit Community 50,000 users Global user groups in 32 cities Consultants & Experts Outstanding Rating by Technology Services Industry Association (TSIA) Global coverage Agencies & Preferred Service Partners Deepest expertise to drive your long-term success
- 30. Page 33© 2014 Marketo, Inc. Marketo Proprietary and Confidential • INNOVATE • Business Case • Engagement Marketing Maturity Assessment • Launchpacks • Marketing Sprints • Marketo Certification • Marketo University • Definitive Guides Start Your Engagement Marketing Journey
- 31. Page 34© 2014 Marketo, Inc. Marketo Proprietary and Confidential Tweetable Takeaways Engagement marketing is about creating meaningful interactions with people, based on who they are and what they do, continuously over time It’s up to marketers to become the stewards of the customer journey. Evaluate where you sit on the Engagement Marketing Journey today.
- 33. Page 36© 2014 Marketo, Inc. Marketo Proprietary and Confidential Marketo Company Overview 3,500 customers across 20+ industries in 36 countries #1 independent marketing platform: • Marketing software - built for marketers, by marketers • Fastest growing marketing technology company • Largest partner solution ecosystem Top rated by Analysts including Sirius Decisions, Gartner, and Forrester Marketing First • Helping marketers master the art and science of digital marketing • Unparalleled expertise
Editor's Notes
- Health Care Reform has caused companies like Aetna to rethink their engagement strategy. They have multiple people that they have to market to – Payers, Providers, and Employers American managed health care company, which sells traditional and consumer directed health care insurance plans and related services, such as medical, pharmaceutical, dental, behavioral health, long-term care, and disability plans. Aetna is a Fortune 100 company that’s focused on Challenge: inability to show revenue attribution, need a transformation across people, process and technology to show marketing’s impact on revenue Things to measure are different than in other industries – beyond basic demographics, needed to measure affinity towards Heathcare reform, interest in health
- The Lead to Revenue Management Process takes all of the actions, steps, and possible outcomes from this continuum and organizes it into phases with defined programs for each level of the evolution. L2RM brings some discipline and rigor to an otherwise tumultuous endeavor. The core philosophy of our revenue engine is that buying has changed forever, and that marketing and sales need to change as well. Before the web, there were few 3rd party sources of information, which meant that a buyer had to get most of their information from sales. In this world, it made perfect sense for marketing to pass all leads over to sales. But now, the explosion of readily available information via social and online channels mean buyers get most of their information themselves and don’t want to talk to a sales person until they are much further along. Pressures in today’s business environment from internal and external forces… External forces: L2RM is to the demand chain what Six Sigma has been to the supply chain Provider/Sale complexity prevents sales from being able to reach quotas and perform effectively without marketing support B2B buyers are typically 2/3 through problem-solving cycle before allowing a sales interaction Power has shifted from seller to buyer in a profound way; social is the single biggest change agent Internal factors: Transforms marketing from “cost center” to strategic investment Forecast results, not spending Make hard cases rooted in data and experience for spending C-Suite demands ROMI accountability (communicate metrics that are relevant to CEO, CFO, Sales, etc.) Formalized marketing methodology is a tremendous recruiting tool Potential to tie compensation to sales revenue and objectives …necessitate that the old ways of marketing and selling retire in favor of an automated, data driven approach that allows for a sophisticated interaction between brand and buyer. This is THE PATH of all top Fortune companies, be it B2B, B2C or B2B2C. Now lets look at the phases of the L2RM process in our roadmap…
- The goal is to have an automated, closed-loop process for orchestrating relevant, timely and trackable marketing programs to improve revenue generation – IE – SALES!! We know sales resources are relatively expensive. To provide the highest value, sales should not engage with prospects until prospects are ready to engage with sales. Sales interactions should start relatively late in the pipeline, once leads are well qualified, and use lower cost channels such as marketing to develop relationships with everyone else (INFLUENCERS are key). This does not mean marketing wants to “CONTROL” how we sell. On the contrary, the process is flexible to allow for customization based on each team’s sales process. It does mean that we want to be a strategic partner who greatly contributes to sales success. In order to reach this level of performance, marketing and sales need to speak the same language, agree upon milestones along the way, and adhere to the responsibilities and expectations. So we treat the L2RM process as an evolving journey – not a ‘once & done task”- and utilize it as a roadmap/framework to orient and refine our day-to-day activities.
- Marketing System of Record
- Marketing System of Record
- Marketing System of Record
- So what is engagement marketing? Let’s start with what it isn’t: engagement marketing isn’t about serving your buyers a particular product, or even serving them a particular experience. It isn’t about one-off campaigns (no matter how compelling or involving), and it isn’t about customer service (at least it isn’t just about customer service). Instead, engagement marketing is about creating meaningful interactions with your customers, based on who they are and what they do, continuously over time. It’s marketing that engages wherever your customers are, and it’s marketing that is backed by both creative vision and hard data. Finally, it’s marketing that allows you to move quickly, shortening the time between idea and outcome, so that you can create more – and better targeted – programs. ng.
- marketi7 years of 60%+ YoY growth Stand alone, open, every dollar invested in marketing ‘Other guys will be trying to figure out the bag of doorknobs’ Innovating on an integrated platform