Automating and Optimizing Audience Engagement with a Customer Life Cycle Marketing System
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The document discusses the challenges of marketing in the age of the customer and how to achieve customer-obsessed marketing. It recommends using an integrated online marketing suite centered around a customer data hub to coordinate cross-channel messaging, automate multi-step campaigns, and analyze marketing performance across the entire customer lifecycle. The vision is for customer lifecycle marketing systems that manage all customer interactions and help marketers build relationships, convert prospects, and measure ROI.
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Automating and Optimizing Audience Engagement with a Customer Life Cycle Marketing System
- 1. The Age of the Customer: Automating and Optimizing Audience Engagement
- 2. Your Speakers Jon Miller VP and Co-Founder @jonmiller Guest Speaker Cory Munchbach Analyst, Forrester Research, Inc. @corinnejames
- 3. Today’s Topics • Welcome to the age of the customer • Challenges for today’s marketers • Getting to customerobsessed marketing • What a “Customer Life Cycle Marketing System” looks like #RevEngine @jonmiller
- 4. Quick Housekeeping • Chat box is available if you have any questions • We will be recording the webinar for future viewing • All attendees will receive a copy of the slides/recording • Twitter hashtag: #Marketo #RevEngine @jonmiller
- 5. Cory Munchbach, Analyst December 12, 2013 @corinnejames
- 6. Agenda › Welcome to the age of the customer › Challenges for today’s marketers › Getting to customer-obsessed marketing © 2013 Forrester Research, Inc. Reproduction Prohibited 6
- 7. Michael Porter’s Five Forces Revisited In The Age Of The Customer October 2013 “Competitive Strategy In The Age Of The Customer” © 2013 Forrester Research, Inc. Reproduction Prohibited
- 8. We Have Entered The Age Of The Customer October 2013 “Competitive Strategy In The Age Of The Customer” © 2013 Forrester Research, Inc. Reproduction Prohibited
- 9. Customer obsession: A customer-obsessed enterprise focuses its strategy, its energy, and its budget on processes that enhance knowledge of and engagement with customers and prioritizes these over maintaining traditional competitive barriers. © 2013 Forrester Research, Inc. Reproduction Prohibited 9
- 10. The Chain Of Connections That Powers Every Mobile Interaction Source: The Mobile Mind Shift Index, April 19, 2013 © 2013 Forrester Research, Inc. Reproduction Prohibited 10
- 11. © 2013 Forrester Research, Inc. Reproduction Prohibited 11
- 13. The funnel isn’t the right approach for modern marketing © 2013 Forrester Research, Inc. Reproduction Prohibited 13
- 14. Source: January 22, 2013, “Embed The Customer Life Cycle Across Marketing” Forrester report © 2013 Forrester Research, Inc. Reproduction Prohibited 14
- 15. Customers’ relationship with a brand as they continue to discover new needs, explore their options, make purchases, and engage with the product or service experience Source: January 22, 2013, “Embed The Customer Life Cycle Across Marketing” Forrester report © 2013 Forrester Research, Inc. Reproduction Prohibited 15
- 16. Source: “Customer Life Cycle Marketing Demands New Metrics,” June 2013 © 2013 Forrester Research, Inc. Reproduction Prohibited 16
- 17. Consumers interact in many ways In which of the following ways have you engaged with a company or brand in the past 3 months? Registered for a promotion or entered in a sweepstakes on a company or brand Web site 23% Read an email advertisement or promotional newsletter from a company or brand 21% Clicked on a company or brand listing on a search results page 17% Watched a video produced by a company or brand 14% Downloaded content from a company or brand Web site (e.g., coupons, product information) 13% Clicked on an advertisement on a Web site or search results page Posted feedback on a companys Web site 12% 10% Base: 35,696 US online adults Source: North American Technographics Online Benchmark Survey (Part 2) Q2 2013 © 2013 Forrester Research, Inc. Reproduction Prohibited 17
- 18. Agenda › Welcome to the age of the customer › Challenges for today’s marketers › Getting to customer-obsessed marketing © 2013 Forrester Research, Inc. Reproduction Prohibited 18
- 19. Narrow aperture of customer context
- 20. Lack of strategic focus
- 22. Technology complexity and redundancy
- 23. Agenda › Welcome to the age of the customer › Challenges for today’s marketers › Getting to customer-obsessed marketing © 2013 Forrester Research, Inc. Reproduction Prohibited 23
- 24. Integrated Messaging defined Communications coordinated across channels and platforms that focus on driving desired behaviors, improving outcomes, and maximizing value for customers and marketers.
- 25. Today, most marketers don’t integrate
- 26. The online marketing suite integrates execution capabilities around a central data hub
- 27. Marketers have plenty of tools to tackle the integration mandate
- 28. Use the tools to create customerobsessed engagement › Real time interactions › Relevant data • Behavioral • Contextual • Conversational › Consumer priorities © 2013 Forrester Research, Inc. Reproduction Prohibited 28
- 29. Longer Vision: Customer Life Cycle Marketing Systems A central technology hub that allows marketers to manage every interaction between the company and its customers as they progress along the customer life cycle © 2013 Forrester Research, Inc. Reproduction Prohibited 29
- 30. Customer Life Cycle Marketing Systems
- 31. Execute campaigns incredibly fast Measure and optimize Build relationships with prospects and customers Convert more prospects, more quickly
- 32. Database of Record Web Email Campaign History Social Demographic Transactional & CRM Firmographic
- 35. Analytics
- 36. Comparing with an ESP Email Service Provider Online Marketing Sends mass emails Tracks open rates and clicks Easy to build landing pages and forms Rich Behavioral Database Website behavior tracking Easy to create dynamic segments based on cross-channel behaviors Powered by a smart marketing database (demographics, behaviors, transactions) Multi-Channel Conversations Easy to create multi-step campaigns with conditional logic Intelligently delivers content with Smart Streams Coordinate cross-channel interactions (direct mail, SMS, etc.) Social sweepstakes and referral applications Program ROI Analytics Ability to define and measure a data-driven view of the buying cycle Customizable time series reporting on marketing performance Lead Management Behavioral and demographic scoring to prioritize engagement Comprehensive and flexible integration with CRM systems ROI Analytics Manage marketing budgets and forecasts seamlessly across teams Measures impact of marketing programs on revenue Ability to define and measure a data-driven view of the buying cycle #RevEngine @jonmiller Marketing Automation
- 37. Sounds great, but I have millions of contacts! #RevEngine @jonmiller
- 39. Tweetable Takeaways • We have entered the “Age Of The Customer” • Empowered buyers demand a new level of customer obsession • Customer obsessed marketing requires integration • The online marketing suite integrates execution capabilities around a central data hub • Marketo’s vision has four components: database, automation, multi-channel execution, analytics #RevEngine @jonmiller @jonmiller @corinnejames #Marketo
- 40. Your Speakers Jon Miller VP and Co-Founder @jonmiller Guest Speaker Cory Munchbach Analyst cmunchbach@forrester.com @corinnejames