BEST PRACTICE: Conversations, not campaigns: The evolution of marketing
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This document discusses how marketers need to shift from campaigns to conversations by engaging customers through relevant, conversational, coordinated, and strategic communications across channels. It emphasizes building trust with subscribers through opt-in processes, using behavioral targeting to increase relevance, and applying analytics to measure impact and optimize marketing investments. The goal is to transform marketing from isolated campaigns into a complete system of ongoing customer dialogs.
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BEST PRACTICE: Conversations, not campaigns: The evolution of marketing
- 2. Conversations, Not Campaigns. Engaging today’s Digitally-Empowered Buyer Liz Smyth EMEA Marketing Director @LizSmyth
- 3. #RevEngine Leaderin cloud-based marketing software >3,000 customers in 36countries >200 ecosystem partners >40,000 Marketing Nation community members >500 employees in U.S., Europe, Australia, Israel Thought Leader driving the market agenda Marketo Fast Facts (MKTO) (Leader)
- 5. #RevEngine The Perfect Campaign Do the right thing Wait David Raab, Customer Experience Matrix Blog
- 6. #RevEngine We’re bad at this…. And here’s proof • A typical email campaign… • 19% Open Rate • 3% Click-Through Rate • 0.5% Unsubscribe Rate • And if this email is “the right thing,” is a click the right result? * Representative stats from various email service provider reports
- 7. #RevEngine 1. Trustworthy 2. Always Relevant 3. Conversational 4. Coordinated Across Channels 5. Strategic
- 9. #RevEngine I opened [your email] because I knew it was your weekly email and I wanted to see inside -- the subject had no influence. That’s what happens when you become a trusted resource or an expected one. --Meryl K. Evans, “Content Maven for Hire”
- 10. #RevEngine
- 11. #RevEngine Pros Cons Implicit Opt-In • Low effort • No place for a subscriber to drop the ball • Quickly leads to a big list • Consumer has not asked to receive email communications • Lowest trust and engagement • May be illegal Explicit Opt-In • Consumer explicitly requests communications • No dropped balls • Time delay between subscribing and first message • Risk of spambots Explicit Opt-In With Welcome • Provides opportunity to engage and set expectations • If email bounces, you know to filter out that address • Less effort from subscriber may equal less engagement Double Opt-In • High engagement – they really want your email • Filters out spambots • Subscriber may miss confirmation email = lost subscribers • They want your email, asking again might annoy them
- 12. #RevEngine
- 13. #RevEngine The key to getting opt-in is to show the subscriber ‘What’s In It for Me’ (WIIFM)
- 15. #RevEngine When it comes to marketing, nobody wants to get blasted
- 16. #RevEngine “Who I am is less important than what I do”
- 17. #RevEngine The Key to Relevance is Behavioural Targeting Tactics to Increase Email Engagement
- 18. #RevEngine 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%
- 20. #RevEngine What is an engaging conversation? • Listens and adapts • Communications flow one to the next
- 21. #RevEngine Welcome! Here’s what to expect Check out this article Here’s a cool video See our latest offering Share this with friends Here’s what others like! Happy birthday Hi, are you ready to buy? More cool content
- 22. #RevEngine Listening & Responding to Behaviours
- 23. #RevEngine OK, why aren’t more marketers doing this?
- 24. #RevEngine
- 25. #RevEngine
- 26. #RevEngine This is way too complicated.
- 27. #RevEngine Creating Conversations at Scale
- 29. #RevEngine
- 30. #RevEngine Reach&Engagement SocialLift SocialLift SocialLift SocialLift SocialLift Landing Pages Website Facebook Pages Online Ads Email SocialLift Events Integrate Channels…and Engage the Crowd
- 31. #RevEngine STRATEGIC: BEYOND OPENS AND CLICKS
- 32. #RevEngine
- 33. #RevEngine Apply Science to Content
- 34. #RevEngine Track All Touches Across People Screenshot: Marketo Revenue Cycle Analytics
- 35. #RevEngine Track All Touches Across People Screenshot: Marketo Revenue Cycle Analytics
- 36. #RevEngine See Direct Program Contribution to Sales Screenshot: Marketo Revenue Cycle Analytics
- 37. #RevEngine Transformation of Marketing… Customer System of Record REVENUE EFFECTIVENESS Drive conversion to sale • Prospect Prioritisation • Offer Prioritisation • Social Selling • Productive Prospecting RELATIONSHIP MARKETING Lifetime dialog with customers based on behaviours and interest • Nurturing and Scoring • Email Marketing • Targeted Advertising • Marketing Automation • Event Marketing • Customer Engagement INBOUND MARKETING Ensure potential customers can find you • Content Marketing • SEO / SEM • Social Campaigns • Landing Pages ANALYTICS & MEASUREMENT Understand impact of marketing and optimise marketing investments • Budgeting & Planning • Spend Analysis • Cross-program Allocation • Opportunity Analysis • Revenue Attribution …REQUIRES A COMPLETE PLATFORM
- 38. #RevEngine Additional Resources The Definitive Guide to Engaging Email http://marketo.com/Email-Marketing The Definitive Guide to Marketing Metrics & ROI http://marketo.com/DG2MM The Definitive Guide to Marketing Automation http://marketo.com/DG2MA
- 40. #RevEngine Marketo EMEA Ltd. Cairn House South County Business Park Leopardstown, Dublin 18, Ireland Direct: +353.1.242 3000 blog.marketo.com www.marketo.com LIZ SMYTH Director Marketing lizs@marketo.com @lizsmyth Contact Me Marketo.com/resources