Engagement Marketing Platform - Matthew Zilli
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Matthew Zilli, Director of Product Marketing at Marketo, discusses the amazing capabilities of Marketo's new Customer Engagement Platform and how to achieve better marketing results.
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Engagement Marketing Platform - Matthew Zilli
- 1. Marketo Engagement Marketing Platform
- 2. • Are you in the right place? • Get social with #MktgNation14 • On today’s agenda: Page 2 #MKTGNATION14 © 2014 Marketo, Inc.
- 3. Matt Zilli Director, Product Marketing @mattzilli Chris Pope Manager, Solutions Consulting Steven Simoni Solutions Architect Page 3 #MKTGNATION14 © 2014 Marketo, Inc.
- 4. Page 4 #MKTGNATION14 © 2014 Marketo, Inc.
- 6. Marketo Proprietary and Confidential © 2014 Marketo, Inc. Page 6 80% Of a customer’s journey today is self directed2 2900 Marketing messages per day vying for your customer’s attention1 87% Of people demand a meaningful experience with a brand3 Today’s Noisy Digital World has Made it Hard 1. SuperProfile 2. Forrester 3. Edelman Research
- 8. So what should a marketer do?
- 10. Build long-term personalized relationships with your customers
- 12. The 7 Principles of Engagement Marketing Engage Customers: • 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
- 14. Engage Customers… As individuals Based on what they do Continuously over time Page 14 #MKTGNATION14 © 2014 Marketo, Inc.
- 15. Page 15 #MKTGNATION14 © 2014 Marketo, Inc.
- 16. Relevance Flow Listen Page 16 #MKTGNATION14 © 2014 Marketo, Inc.
- 17. Average Days to Opp: 327 Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources. Page 17 #MKTGNATION14 © 2014 Marketo, Inc.
- 19. Marketo Results Standard Nurture Triggered Nurture 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. Image: fatguymedia.com Page 20 #MKTGNATION14 © 2014 Marketo, Inc.
- 21. Engage Customers… Wherever they are Page 21 #MKTGNATION14 © 2014 Marketo, Inc.
- 22. Page 22 #MKTGNATION14 © 2014 Marketo, Inc.
- 23. Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources. Page 23 #MKTGNATION14 © 2014 Marketo, Inc.
- 24. Page 24 #MKTGNATION14 © 2014 Marketo, Inc.
- 25. Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources. Page 25 #MKTGNATION14 © 2014 Marketo, Inc.
- 26. Rent vs. Own PPaaggee 2266 #M#mKTkGtgNnAaTItOioNn1144 ©© 22001144 MMaarrkkeettoo,, IInncc..
- 27. Search Engine Optimization Maximizes Your Inbound Marketing Investment Attract more of the right prospects to your website and content
- 28. Page 28 #MKTGNATION14 © 2014 Marketo, Inc.
- 29. Known Anonymous Page 29 #MKTGNATION14 © 2014 Marketo, Inc.
- 30. Real-Time Personalization Page 30 #MKTGNATION14 © 2014 Marketo, Inc.
- 31. Engage Customers… Always directed towards a goal GOALS You gotta start somewhere Page 31 #MKTGNATION14 © 2014 Marketo, Inc.
- 32. Scoring • Rank leads to gauge sales readiness • Rank consumers to gauge offer readiness • Method for measuring area of interest Page 32 #MKTGNATION14 © 2014 Marketo, Inc.
- 34. Revenue Cycle Modeler Screenshot: Marketo Revenue Cycle Analytics Page 34 #MKTGNATION14 © 2014 Marketo, Inc.
- 35. Customer Lifecycle Screenshot: Marketo Revenue Cycle Analytics Page 35 #MKTGNATION14 © 2014 Marketo, Inc.
- 36. Engage Customers… With measureable impact Page 36 #MKTGNATION14 © 2014 Marketo, Inc.
- 37. Screenshot: Marketo Revenue Cycle Analytics Page 37 #MKTGNATION14 © 2014 Marketo, Inc.
- 38. Track All Touches Across People Screenshot: Marketo Revenue Cycle Analytics
- 39. Source: Marketo Revenue Cycle Analytics, Apr 2014 * Percentage of all programs in channel that achieve MT Ratio > 5 Page 39 #MKTGNATION14 © 2014 Marketo, Inc.
- 40. Engage Customers… At the speed of digital Page 40 #MKTGNATION14 © 2014 Marketo, Inc.
- 41. Page 41 #MKTGNATION14 © 2014 Marketo, Inc.
- 42. Marketo Financial Management Plan and Budget Increase visibility and spend to plan
- 43. Marketing Calendar Plan, coordinate and communicate everything marketing is doing
- 44. Marketing Calendar Data Feed Device Access Embeddable Views Access your Marketing Calendar anytime, anywhere Coming 2015
- 45. LaunchPoint 300+ solutions Social & Content Events & Webinars Mobile Marketing Data & Analytics Lifecycle Marketing
- 48. Marketing Sprints Page 48 #MKTGNATION14 © 2014 Marketo, Inc.
- 49. Welcome to the Era of Engagement Marketing Engage Customers: • 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
- 50. New Products Demo Page 50 #MKTGNATION14 © 2014 Marketo, Inc.
- 51. Q&A Page 51 #MKTGNATION14 © 2014 Marketo, Inc.
- 52. • What’s next? • Visit Marketo Central • Meet our sponsors • Sign up for the local user group • Mingle with other customers • Stay here and learn more about new products Page 52 #MKTGNATION14 © 2014 Marketo, Inc.
Notes de l'éditeur
- I’m going to kick it off by talking about how Marketo’s Customer Engagement Platform helps you to be a smarter marketer and get better results It goes beyond Marketing Automation to give you all the tools you need for customer acquisition and loyalty I’m going to talk about how Marketo supports a complete marketing process and give you some best practices you can use to improve your own marketing efforts
- Marketing first company Marketing first world
- All about the person Marketing Automation was born out of the idea that people don’t make decisions at once And now they could get information they wanted whenever AND over the course of that decision making process, it wasn’t right to have sales call repeatedly
- Innovation is the core catalyst of value creation Without innovation things remain stagnate, they don’t change And if we’ve experienced anything in the last 5-10 years, it’s change Marketing has changed more in last 10 years than in the last 100, and more in the next 10
- Need to LISTEN
- Therefore, strive for these three things! On flow: The problem is that too many marketers think of their marketing like a gumball machine – put a quarter in, get a candy… put a campaign in, get responses. But that’s not how customers think of it – they see each communication as part of a broader relationship. “Every interaction is a link within the context of a communication supply-chain. Don't look at each discrete message, or even each campaign, as a unique event with a direct link to the end result. Marketing is not a candy machine. Instead, view each as a link in a chain of events each of which leads to other actions.” – IDC Technology Marketing Blog
- For Marketo, it takes 327 days to nurture.. That’s an average… some fast, some for 3 or 4 years! Need to keep in touch.
- Engagement marketing is all about focusing on the individual, understanding who they are, what they are interested in and communicating in a way that’s relevant to them. Marketo’s engagement engine has the ability to ‘get to know me as a person’ (when I wanted to be contacted, how I wanted to be contacted, at what times I want to be contacted, etc..) McGraw-Hill Higher Ed provides digital learning solutions to universities around the country and abroad. MGH’s CONNECT online learning platform is being used by millions of students and professors globally featuring thousands of courses. MGH wanted to find a way to engage with each student and professor individually to drive adoption of the platform at scale. Every student is different, therefore, has to be communicated with in a way that’s relevant to them. Marketo has enabled McGraw-Hill has to drive a significant increase in user engagement of their CONNECT platform. MGH was able to quickly build hundreds and hundreds of*individual* nurture streams for each of their classes. This is doable with Marketo – easily made possible even with Clone and tokens, etc – and simply not do-able with any other product. Saw a significant uplift in student engagement. Wonderful example of individual/personal/durable/directed.
- Result: Big lift! More on our blog about this: http://blog.marketo.com/blog/2013/06/topic-of-interest-based-nurturing.html
- So let’s talk about some of the findings and insights from the data. The first is just how important content is to our content generation. All the checked channels rely on content as the core driver for capturing new targets.
- They’ve converted, now what? Build relationships by taking all the digital queues that customers give you about what want and don’t want, then engaging in regular communications that put their needs first.
- Jimmy MacMillan III Political activist, Vietnam war vet, postal worker, private investigator, stripper, karate expert He’s obviously a great marketer and has a point
- Marketo actually started writing its blog before they wrote a single line of code, and now more than 100,000 people every month who read it. It would cost us at least $10K per shot to reach a similarly sized and similarly qualified audience. We stopped doing a lot of 3rd party tradeshows and only did the big ones, and took that money and put it into our own events. Get 100 people in hotel room for $20K and have them listening to our story for 3 hours, and then give them drinks and food. We’re getting their undivided attention. So for the price of a crummy booth at a tradeshow, we get their undivided attention for 3 hours. Again, we get to own our own attention.
- Your website is the digital storefront to your business and buyers rely heavily on search engines to do research. However, many marketers we’ve talked to don’t have the time or the right tools to do SEO well. But this can come at an expense…. Imagine if prospective buyers never knew you existed when searching for the products or services you offer We wanted to give Marketers an easy to use SEO product that is quick to setup and that doesn’t require any specialized knowledge. And best of all, it gives you insight into who you are competing against for search ranking, and provides recommendations on how to improve. Now that’s pretty cool! -- Marketo lets you attract more prospects through an integrated SEO toolset that helps drive more quality traffic to your website in 3 ways: Analyze keyword rankings and those of your competitor’s in order to identify opportunities to drive more, or higher quality site traffic. Optimize web and landing pages based on specific recommendations that will help search engines crawl and index your content more effectively. Understand which websites link to your and your competitors' websites, giving you the opportunity to identify new inbound links to drive additional traffic.
- Drive up to 30% more website conversions
- They’ve converted, now what? Build relationships by taking all the digital queues that customers give you about what want and don’t want, then engaging in regular communications that put their needs first.
- And we score across 3 dimensions. Fit, interest and where they are in their buying journey. Fit tells me, am I interested in you. Interest tells me, are you interested in me. So they need to be interested in me (or my company), and I need to be interested in them. Actually, this is starting to sound a lot like dating, and that’s because it is. And in dating, timing also plays a role. So, maybe they are locked into another solution. Maybe they don’t have the budget. And this all relates to where they are in the buying stage. So when we think about passing a lead to sales, we need to look at fit, interest and timing (or buying stage).
- This is what it looks like to the SDR or Sales rep inside CRM Leads are sorted by a single score, but reps can if the lead is scored high due to fit or engagement/buying intent, or both Interesting moments show the lead’s activity, so they can have a more relevant conversation This is how we help focus the sales rep on the hottest leads AND enable them to be more effective when they do connect with a prospect or customer
- We know because we mapped the same pipeline we just saw in our product. This is the revenue cycle modeler in Marketo, and the stages across the green section represent the funnel stages we looked at before, so you see targets, leads and opportunities. Some stages are boxes because people can stay in those stages indefinitely, some are clocks, meaning there are SLA’s. Once this is setup and it begins tracking movement.
- Detroit Pistons
- We get this report, which is like Google Analytics for revenue. For each of those stages I can see how many people are in there, and what is the flow from stage to stage, as well as the velocity at which people are moving between them. Conversion rates and velocities. And I can see this over time so we can understand the trends, and even compare them to previous periods. Having this data at your fingertips is so powerful for a marketer, because it really lets us understand the dynamics of the revenue process.
- Difficulty of attribution We get a complete view of how this deal was won. Marketing was keeping in touch with Sarah before this opportunity was created. And the story behind this deal, which is a real deal we won, is that Sarah had downloaded a DG, gone to an event, and just before the opportunity was created, went to Manny, someone on her team, and asked him to investigate Marketo. Only when you have a marketing system that can show you all of these touches across the buying journey, can you really understand how marketing is driving revenue.
- So with the multi-touch framework in place, we can now get a deep understanding of how our marketing activities are driving pipeline and revenue for the company. In fact, we can PROVE it, giving that Marketing Director, VP or CMO a seat at the revenue table. Here we see all the channels we showed early when we talked about generating targets, but now we can see how they are generating revenue. I can see how much investment we’ve made in each channel. And notice that we call it investment, and not cost. And this is on purpose, because when we as marketers talk about costs, we are telling the world that we are a cost center and not someone who deserves a seat at the revenue table. When we talk about investments and returns, then we’re saying we belong in those discussions at the revenue table. Ok, so we also show how much multi-touch pipeline, and how many multi-touch opportunities we generated from that channel, using the framework we just discussed.
- They’ve converted, now what? Build relationships by taking all the digital queues that customers give you about what want and don’t want, then engaging in regular communications that put their needs first.
- Managing marketing budgets across teams and regions in order to get an accurate picture of marketing spend can be a tactical nightmare. MFM makes it easy to manage marketing budgets by tying together campaigns, purchases orders and invoices in a single, up-to-date view, so you can: Increase visibility, spend to plan, and get accurate program cost data for ROI reporting. MFM makes it easy for marketing teams to collaborate on budgets and gives marketing leaders the visibility they need to manage spending.
- Marketo MyFitnessPal
- Outcome based projects that accelerate your marketing initiatives Marketo’s Marketing Sprint® service provide you with hands-on, expert Marketo assistance to help you design, execute, review and optimize your marketing programs throughout the year. Define the Objectives and Success Metrics for your Initiative Design and Build the Initiative Using Marketo Campaign Testing and Validation Campaign Execution Reporting and Analysis of the Results Recommendations to Improve and Optimize your Results
- To be placed AFTER new product demos