The Era of Engagement Marketing
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As the pace of innovation and customer expectation continues to accelerate, the role of every marketer is becoming exponentially more challenging. The key to success for marketers in this rapidly evolving digital world is one thing: engagement. Join our guest Lori Wizdo, Principal Analyst with Forrester Research, and Hally Pinaud, Sr. Manager, Product Marketing at Marketo, for a webinar on the key principles of engagement marketing and how marketers are leveraging them to create meaningful interactions with people continuously over time.
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The Era of Engagement Marketing
- 1. Era of Engagement Marketing Lori Wizdo Principal Analyst Forrester Research Hally Pinaud Sr. Product Marketing Manager Marketo
- 2. Agenda 1. The Engagement Marketing Imperative 2. Engagement Marketing in Action 3. The Road Map to Engagement Marketing 4. The Engagement Marketing Journey
- 4. The Engagement Marketing Imperative Lori Wizdo Principal Analyst, Forrester Research
- 5. Expanded remit of marketing Fragmentation of marketing channels Dramatic changes in customer behavior We are in the midst of a revolution in the practice of marketing . . .
- 6. © 2013 Forrester Research, Inc. Reproduction Prohibited 6 Where buyers get information What buyers know before seeking sellers •Salespeople •Brand perception Pre-Web Web 1.0 Social Web Knowledge is democratized
- 7. © 2013 Forrester Research, Inc. Reproduction Prohibited 7 Where buyers get information What buyers know before seeking sellers •Salespeople •Brand perception •Google •Your website •Brand perception •Features/benefits •Alternatives Pre-Web Web 1.0 Social Web Knowledge is democratized
- 8. © 2013 Forrester Research, Inc. Reproduction Prohibited 8 Where buyers get information What buyers know before seeking sellers •Salespeople •Brand perception •Google •Your website •Brand perception •Features/benefits •Alternatives •Peers/colleagues •Experts •Your customers •Brand perception •Features/benefits •Prices •Alternatives •Comparisons •Reputation •Customer opinions •. . . Pre-Web Web 1.0 Social Web Knowledge is democratized
- 9. © 2014 Forrester Research, Inc. Reproduction Prohibited 9 Source: North American Technographics Retail Online Benchmark Recontact Survey, 2013; Today’s Buyers Self Educate of US consumers say they have researched products online 69%
- 10. © 2014 Forrester Research, Inc. Reproduction Prohibited 10 Today’s Buyers Self Educate Source: Q2 2014 Forrester/Internet Retailer B2B Buy-Side Survey of B2B buyers research half or more of their work purchases online 74%
- 11. © 2014 Forrester Research, Inc. Reproduction Prohibited 11 Buying journey touch points proliferate Vehicles have influence at each stage of the buyer’s journey from Discovery to Purchase. >10
- 12. © 2014 Forrester Research, Inc. Reproduction Prohibited 12 say their budgets are fragmenting across media and marketing channels. 73% Source: December 12, 2013, “B2C Marketers Must Turn Fragmented Marketing Budgets Into Business Budgets” Forrester report Marketers Feel the Pain
- 13. © 2013 Forrester Research, Inc. Reproduction Prohibited 13 Buying journey touch points proliferate Source: “Build Your Content Brand By Delivering Customer Value” Forrester report Average number of connected devices for US online adults 3 people now reading their emails on smartphones 66%
- 14. © 2013 Forrester Research, Inc. Reproduction Prohibited 14 use tablets or smartphones to research work purchases 50% Source: Q2 2014 Forrester/Internet Retailer B2B Buy-Side Survey Buying journey touch points proliferate
- 16. © 2013 Forrester Research, Inc. Reproduction Prohibited 16 Today’s Buyers Seek Feedback From Peers
- 17. © 2014 Forrester Research, Inc. Reproduction Prohibited 17 Today’s Buyers Want Guidance
- 18. © 2014 Forrester Research, Inc. Reproduction Prohibited 18 Today’s Buyers Want You To Anticipate Their Needs.
- 19. © 2014 Forrester Research, Inc. Reproduction Prohibited 19 What it means? Image source: Think With Google (https://www.thinkwithgoogle.com/) You need to be relevant at the ZMOT
- 20. © 2015 Forrester Research, Inc. Reproduction Prohibited 20 There are many ZMOTs in the Buyer Journey * Source: Q2 2014 Forrester/Internet Retailer B2B Buy-Side Survey Base: N=126 B2B buyers ** Source: Business Technographics Global Priorities and Journey Survey, 2014, N=13,822
- 21. © 2015 Forrester Research, Inc. Reproduction Prohibited 21 There are many ZMOTs in the Buyer Journey * Source: Q2 2014 Forrester/Internet Retailer B2B Buy-Side Survey Base: N=126 B2B buyers ** Source: Business Technographics Global Priorities and Journey Survey, 2014, N=13,822
- 22. © 2015 Forrester Research, Inc. Reproduction Prohibited 22 There are many ZMOTs in the Buyer Journey * Source: Q2 2014 Forrester/Internet Retailer B2B Buy-Side Survey Base: N=126 B2B buyers ** Source: Business Technographics Global Priorities and Journey Survey, 2014, N=13,822
- 23. © 2015 Forrester Research, Inc. Reproduction Prohibited 23 Why Campaigns Don’t Work Any More Scales <to a point> with volume Campaigns are… • About your goals, not your buyer’s • Contextually irrelevant • Not an effective content distribution mechanism • Not designed around the buyer journey
- 24. © 2015 Forrester Research, Inc. Reproduction Prohibited 24 “You also had a very good feeling about the last one”
- 25. © 2014 Forrester Research, Inc. Reproduction Prohibited 25 Source: March 28, 2013, “The New Physics Of Lead-To-Revenue Management” Forrester report It is not about “filling the funnel.” It is about guiding buyers through a journey.
- 28. Page 28© 2014 Marketo, Inc. Marketo Proprietary and Confidential Page 28Marketo Proprietary and Confidential | © Marketo, Inc. 8/16/2016 The Quest of Every Organization YOUR CUSTOMERS
- 29. ENGAGEMENT MARKETING Build personalized and lifelong relationships #1 – As Individuals #2 – Based On What They Do #3 – Continuously Over Time #4 – Directed Towards An Outcome #5 – Everywhere They Are
- 30. Engaging People: As Individuals
- 31. Engaging People: Based on What They Do 5X more conversions 30% of goal completions
- 32. Engaging People: Continuously Over Time
- 33. 30%Increase in year-over-year ticket sales 90%Renewal rates Engaging People: Directed Towards a Goal
- 34. 4M Unique blog visitors per month 100M Emails sent per month 65M App downloads Engaging People: Everywhere They Are
- 36. Know Your Buyer New Marketing Programs Execute The Engagement Plan The Go-to-Customer Portfolio Existing Marketing Programs Engagement Marketing Plan Road Map to Engagement Marketing Plan The Engagement Strategy Business Goals Measure Analyze Optimize 1 2 3 4
- 37. 1. Get To Know Your Buyers
- 38. © 2014 Forrester Research, Inc. Reproduction Prohibited 38 What do our best customers look like? What are they trying to achieve? How are we relevant to them?
- 39. © 2014 Forrester Research, Inc. Reproduction Prohibited 39 Personas Can Help Us Understand How We are Relevant to Our Customers..
- 40. Hermione: Content Marketing Wizard (small technology vendor) Key Responsibilities: Content Strategy Content Development Social Publishing Success Factors: Inbound Leads Content Consumption Sales Feedback on Content Product Management Feedback Solution/Sales Plays:Value Points: Reports Data Advisory Consulting Inquiry Content Touch Points: Advisory: Content Audit (3,4) Advisory: Maturity Model(6) Advisory: Message Maps (4) Thought Leadership Paper (1) TEI Report (3) Digital Reprints (2) Forrester Leadership Board (1,6) Events Webinars Analyst Engagement Best Practice Emails Monthly Check-In Calls 1. Access to internal thought leaders 2. Scaling content to support multiple nurturing streams 3. Late Journey Content 4. Message Management 5. Budget & Resources 6. Justifying role and process to the CMO and exec peers. Info Sources: LinkedIn Colleagues Marketing Profs Conferences Thought Leader Blogs Challenges: How Are We Relevant to Them
- 41. © 2014 Forrester Research, Inc. Reproduction Prohibited 41 What we sell: › Banking Services › Loans and Credit › Merchant Services › Insurance › Payroll and Business Services What Steve Buys: › Efficient Operations › Flexible Cash Flow › Capital for Expansion › More Payment Options › Risk Mitigation › Operational Efficiency What are they trying to achieve?
- 42. © 2014 Forrester Research, Inc. Reproduction Prohibited 42 What Are They Trying To achieve Capabilities Solutions Problems Solved Buyers Who Have The Problem Capabilities Solution Offering Outcomes Key Decision Makers Traditional Product Marketing Builds Messaging Around Products Customer-Centric Marketing Builds Messaging Around Outcomes
- 43. 2. Plan the Engagement Strategy
- 44. The Customer Lifecycle Framework Helps B2B Marketers Make The Pivot To the Customer
- 45. © 2014 Forrester Research, Inc. Reproduction Prohibited 45 Help Buyers Through The Journey
- 46. © 2014 Forrester Research, Inc. Reproduction Prohibited 46 Use RaDaR to Plan Your Engagement
- 47. Content is the currency for engagement.
- 48. © 2016 Forrester Research, Inc. Reproduction Prohibited 48 Everybody is a content marketer! 2015 B2B Content Marketing Benchmarks, Budgets and Trends – North America, Content Marketing Institute and MarketingProfs
- 49. © 2014 Forrester Research, Inc. Reproduction Prohibited 49 Source: Forrester/BMA/OMI May 2014 Global Content Marketing Benchmark Online Survey *2015 B2B Content Marketing Benchmarks, Budgets and Trends – North America, Content Marketing Institute and MarketingProfs +Source: “B2B Content Marketing 2016: Benchmarks, Budgets, and Trends – North America,” produced by Content Marketing Institute and MarketingProfs, and sponsored by Brightcove. Marketers struggle to make content pay off 38% Say content their marketing is effective.* 55% Lack clarity on successful content marketing program design.+ 16% Say content marketing efforts are very effective at delivering business value
- 50. © 2014 Forrester Research, Inc. Reproduction Prohibited 50 Buyers don’t engage with it Base: 210 senior-level business and IT decision-makers at companies with 500+ employees Source: Forrester’s Q1 2016 Content Objectivity Study 64% Say “vendors give me too much material.” 50% Say “much of it is useless.”
- 51. 51© 2016 Forrester Research, Inc. Reproduction Prohibited Source: Forrester’s Business Technographics Priorities and Journey survey. Deliver content aligned to buying stage • Market trends and a future vision • Real challenges they can relate to • Engaging, aspirational content • Peer approaches and successes • Assessment of current capabilities • Vendor and provider landscape • Unbiased market data • Audience-relevant topics • Thought-leading content • Peer use cases • Assessment of relevant needs • Overview of solution category • Business cases and estimators • Unbiased solution review • Sales enablement tools What your customers want What you should provide BUY EXPLORE DISCOVER • ROI validation • Confidence in the specific solution • Situation-specific insights
- 52. 3. Execute the Engagement Plan
- 53. © 2014 Forrester Research, Inc. Reproduction Prohibited 53 Source: April 14, 2014, “The Customer Life Cycle: A Blueprint For Customer-Obsessed Enterprises” Forrester report
- 54. © 2014 Forrester Research, Inc. Reproduction Prohibited 54 The way deals start today ..
- 55. © 2014 Forrester Research, Inc. Reproduction Prohibited 55 The other way deals start today ...
- 56. Discovery marketing is the process of making your brand, product, or solution discoverable to seekers in any relevant information source.
- 57. B2C marketers an average of $40 million for search marketing 40% of B2B marketers more than $10 million for search marketing “Discovery” Doesn’t Come Cheap. 22% of B2B marketers more than $50 million for search marketing
- 58. © 2014 Forrester Research, Inc. Reproduction Prohibited 58 How People Find Websites 54% Natural Search 32% Social Sites 28%“Links” 26% Branded Emails 18% Sponsored Search
- 59. © 2014 Forrester Research, Inc. Reproduction Prohibited 59 Showcase industry expertise and POVs
- 60. © 2014 Forrester Research, Inc. Reproduction Prohibited 60 Showcase industry expertise and POVs
- 61. © 2014 Forrester Research, Inc. Reproduction Prohibited 61 Showcase industry expertise and POVs
- 62. © 2014 Forrester Research, Inc. Reproduction Prohibited 62 Showcase industry expertise and POVs
- 63. © 2014 Forrester Research, Inc. Reproduction Prohibited 63 Use context to trigger action LOOK AT THE WORLD THROUGH THE EYES OF YOUR CUSTOMER Sales Benchmark Index tracked promotions to VP – Sales on LinkedIn to target outreach for its eBook called…(wait for it)… “Promoted to VP of Sales”
- 64. © 2014 Forrester Research, Inc. Reproduction Prohibited 64 FOCUS ON SEARCH, SOCIAL AND AMPLIFICATION TO EARN ATTENTION Engaging to Reach › Match your content to the buyers needs in the ‘discover’ and explore phases › Seek out discomfort, confusion and boredom. › Put your content into play with SEO, syndication, and social. › Design & deliver to maximize conversion. › Put paid behind what works.
- 65. © 2014 Forrester Research, Inc. Reproduction Prohibited 65 DISCOVER Source: April 14, 2014, “The Customer Life Cycle: A Blueprint For Customer-Obsessed Enterprises” Forrester report
- 66. © 2014 Forrester Research, Inc. Reproduction Prohibited 66 Source: The New Yorker “Maybe nobody goes to your Web site because it’s about you”
- 67. © 2014 Forrester Research, Inc. Reproduction Prohibited 67 Source: Forrester’s Report, B2B Content Fails The Customer Engagement Test 26 out of 30 B2B websites failed our basic 10-criteria test.
- 68. © 2014 Forrester Research, Inc. Reproduction Prohibited 68 Personas Outcomes This is useful
- 69. © 2014 Forrester Research, Inc. Reproduction Prohibited 69 Make it easy for visitors to find stuff.
- 70. © 2014 Forrester Research, Inc. Reproduction Prohibited 70 Source: https://retirementplans.vanguard.com/VGApp/pe/EducationNewsCenter Make it easy for visitor to find what they need. Vanguard connects content to key buyer concerns
- 71. © 2014 Forrester Research, Inc. Reproduction Prohibited 71 Provide content with utility Adobe: publishes a dedicated digital marketing newsroom.
- 72. © 2013 Forrester Research, Inc. Reproduction Prohibited 72 Engaging for Depth Educate and advise customers through owned channels › Provide clear guidance. › Deliver formats that aid customer goals. › Help facilitate smart decisions. › Provide value with utility content
- 73. © 2014 Forrester Research, Inc. Reproduction Prohibited 73
- 74. © 2014 Forrester Research, Inc. Reproduction Prohibited 74 Engage to Drive Adoption. Harland Clarke found banks that “onboard” have attrition rates 4-5% below peers. Citi builds relationships after purchase
- 75. © 2014 Forrester Research, Inc. Reproduction Prohibited 75 Engage to Deliver Value Source: schwab.com Schwab’s simple user experience focuses on teaching investment basics
- 76. © 2014 Forrester Research, Inc. Reproduction Prohibited 76 Engage to Drive Usage. “Nobody wakes up wondering how they’ll use mayonnaise today. We needed to help answer ‘what can I make for dinner today?’ instead.” — Julie Fleischer, content marketing director, Kraft Foods
- 77. © 2013 Forrester Research, Inc. Reproduction Prohibited 77 › Help customers get the most out of your products. › Offer exclusive updates. › Mine intent to drive outcomes. › Encourage interaction with fans. Increase customer loyalty and lifetime value in customer channels Engaging to Build Relationships
- 78. 4. Measure, Analyze, Optimize
- 79. © 2014 Forrester Research, Inc. Reproduction Prohibited 79
- 80. © 2014 Forrester Research, Inc. Reproduction Prohibited 80 Keep Measuring Tactics CA Technologies inspects behavior to reduce trial barriers Direct visit = 10% completion rate Visiting product page increases completion rate to 55%. UX now includes product data.
- 81. © 2014 Forrester Research, Inc. Reproduction Prohibited 81 Start Measuring Process Less Funnel, More Pipe. It’s not about moving masses of “leads” through a sequential process of attrition until tens or hundreds of deals emerge.
- 82. © 2014 Forrester Research, Inc. Reproduction Prohibited 82 Start Measuring Process Less Funnel, More Pipe. Lead-To-Revenue Management Process Scorecard Marketing Owns The Lead Record Sales Owns The Lead Record Sales Owns The Opportunity Lead MQL SQL Opportunity Forecast Closed (Lost) Closed (Won)
- 83. © 2014 Forrester Research, Inc. Reproduction Prohibited 83 Measure Holistically It’s not a volume game.
- 84. © 2014 Forrester Research, Inc. Reproduction Prohibited 84 Measure to Improve Don’t Measure to Report. Measure to Get Better. volume value velocity Conversion % Prior Conversion % plan delta Where is the weakness in the end-to-end process? Where are we getting better? worse?
- 85. Know Your Buyer New Marketing Programs Execute The Engagement Plan The Go-to-Customer Portfolio Existing Marketing Programs Engagement Marketing Plan Road Map to Engagement Marketing Plan The Engagement Strategy Business Goals Buyer Persona Customer Insight Buyer Journey Mapping Buyer Archetype Content Measure Analyze Optimize Channels & Tactics Process Content, Tactics & Channels
- 87. To Win In Today’s World BLASTING Via mass advertising Based on who they are Using point in time campaigns Across few / isolated channels With unclear objectives NURTURING As individuals Based on what they do Continuous conversations Wherever they are Always directed towards a goal
- 89. Tweetable Takeaways It’s up to marketers to become the stewards of the customer journey.
- 90. 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.
- 91. 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.
- 92. Questions?
Notes de l'éditeur
- In the digital era, your customers are your most valuable asset, and only those who successfully engage them throughout the customer lifecycle will succeed at all. And that means that marketers must master an engagement marketing strategy – through a deep understanding of the seven core principles, combined with the technologies needed to act upon them.
- Sixty-nine percent of US online consumers say that they have researched products online in the past three months, up six percentage points from 2010.
- Source: http://www.forrester.com/Take+LeadToRevenue+Management+Beyond+The+Campaign/fulltext/-/E-RES115046
- http://www.newyorker.com/humor?utm_source=tny&utm_medium=email&utm_campaign=cartoonemail&mbid=nl_112014_cartoon&CNDID=22402075&spMailingID=7300540&spUserID=MjczNzc0NzY1NTMS1&spJobID=562151032&spReportId=NTYyMTUxMDMyS0
- All marketers, irrespective of the type of company they work for - B2B and others from B2C businesses, across industries and verticals, have the same quest: How do I acquire new customers faster? How do I grow their lifetime value? And, how do I convert as many of them as possible to become advocates? How do I build brand advocates who in turn can influence new prospects? In other words, create this unstoppable virtuous cycle of customer success.
- As marketers shift from talking at people, and focusing on transactions, to engaging with people – to build meaningful, life-long, and personalized relationships. We call this engagement marketing. 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.
- Speaking of differences. You’d probably want to engage with a physics professor differently than you would a history professor. MHHE had been connecting with these professors primarily through a large field sales force Tens of thousands of professors to engage, needed more efficient way to build these relationships. With Marketo, MGH was able to quickly build hundreds of *individualized* nurture streams for each individual course type, which enabled them to engage with these professors in a more personalized way. Using technology to build stronger relationships led professors to select McGraw-Hill course materials at double the rate they had prior.
- NICE Systems sells software solutions to help organizations to fight financial crime and safeguard assets. They have gone one step further - they personalize the content on their website for every visitor based on their industry, location or product interest They do this using Marketo’s Real-Time Personalization product and it’s allowed them to treat every website visitor like an individual 5X increase in conversions Accounts for 30% of goal completions I’m going to talk more about how you can create personalized Web experiences with RTP in the New Products session coming up next. -- NICE uses Marketo’s Real Time Personalization solution for its ability to provide rich firmographic and demographic data for known and unknown website visitors and provide a personalized experience to those individuals. With RTP, NICE can easily execute vertical or organization-specific campaigns. For instance, U.S. visitors from specific organizations are shown a personalized banner campaign to watch a customer testimonial video when they go to specific pages on the site. Since the solution is integrated with NICE’s Marketo lead management platform, the company can leverage lead data in real time. The robust analytics help NICE drive business strategy on which verticals to focus on, which campaigns to run, what content to use, and how to best allocate marketing dollars. Results: In targeted verticals like the finance industry, RTP has helped NICE identify thousands of visitors every month. For visitors who were exposed to RTP campaigns, average visit duration was up 48% and number of pages visited rose 32%. Visitors presented with personalized content show a conversion rate 5X higher than site average and account for approximately 30% of online goal completions.
- Highlights Deeper engagement from more targeted, relevant content Lead and win attribution for specific marketing efforts Alignment between sales and marketing Enterprise-class data management and security Challenges The Charles Schwab Corporation provides a full range of securities, brokerage, banking, money management, and financial advisory services. Schwab Advisor Services™ serves independent investment advisors, championing innovative ways for advisors to deliver an exceptional experience to their clients. The Marketing team within Schwab’s Advisor Services business unit focuses on two key goals – acquiring new independent advisors and helping existing advisors grow their business. The process of an advisor deciding to leave a firm and go out on their own can take 2-3 years, resulting in a long “buying cycle” for Schwab that requires continual nurturing of advisor prospects. For advisors who are onboard, Schwab needs to understand where advisors are in the lifecycle of their business, and deliver relevant content that helps them get their practice off the ground, run their back office efficiently, and grow their assets under management. Before Marketo, Schwab used an automation platform that was outdated, cumbersome to use, and lacked insight even into whether emails were simply being delivered. In addition, they had no way to ensure that data was clean and updated, and they struggled to integrate with the company’s complex security systems. Recognizing the need for a modern and innovative marketing platform, Schwab evaluated several offerings and selected Marketo. Solution With Marketo, Schwab can now cultivate prospective independent advisors at scale. With the ability to set up numerous nurture streams based on where advisors are in their journey, Schwab can deliver targeted, relevant and personalized content to help accelerate the advisor’s decision process. Also, by tracking and scoring advisors’ behavior, Marketing can help Sales prioritize the best prospects to engage directly. Schwab can also now leverage Marketo to effectively communicate with existing advisors with the goal of helping them grow their business. By delivering content that is most relevant to where advisors are in their business lifecycle, Schwab can be a better partner to them. “We’re trying to get them to adopt better technology and better practices, so we can help them grow,” explains Rosai. “If they grow, then we grow.” Benefits With Marketo, business development officers will have much greater insights into the prospects coming through the pipeline, and relationship managers will have visibility into what existing clients are interested in. With this visibility, sales can react in a timely, relevant manner to impact conversion. “I’ve never seen a sales force so excited about a marketing rollout--not in my tenure at Schwab or anywhere else. It’s good to see that partnership come together,” says Rosai. Marketo will also enable direct attribution of marketing efforts. “What’s exciting about Marketo is that you can see the benefits that marketing brings to the table. Marketo will help the sales team see how we help drive leads and conversions. To provide that kind of exposure and benefit in marketing is just going to make the sales and marketing organization a more cohesive unit to drive the business objectives,” adds Rosai. “Ultimately, Marketo is going to help Marketing & Sales to be more relevant and much more targeted in our efforts to acquire, retain, and grow relationships with independent advisors. By bringing marketing and sales together and making us more effective as a team, we can build a stronger program to meet advisor needs and achieve business results,” says Rosai.
- How many of you have been to an NBA game before? (most hands will raise) How many of you are season ticket holders (fewer hands will raise, if any) This is the exact problem that the Detroit Pistons had – they were able to fill the arena nightly with 100k people, however, the real opportunity was to convert these single game attendees to season ticket holders Large ticket purchases that aren’t made day to day, knowing crucial information that is personal to them, knowing your customers serves as the catalyst to enable them to purchase Palace Sports & Entertainment (owner of the Detroit Pistons) previously used an email service provider for “batch and blast” campaigns. The solution lacked sophistication to offer insight into how customers wanted to interact with the Pistons brand Palace needed a solution to help them build relationships that could create customers for life, requiring the ability to understand customers as individuals and tailor content to those individuals to develop life-long relationships with consumers PS&E can track individual fans by understanding which game tickets they have purchased, which concerts they've gone to or looked at on the website, and even by pulling from social data such as Facebook accounts to learn a customer’s birthday or identify their favorite player or artist to customize future communications or invite them to a specific game or concert. Results: 30% increase year-over-year in season ticket holder sales Deeper understanding of customers and their interests Comprehensive process for continually measuring and improving personalized messages to fans over time
- MyFitnessPal, the world’s leading health and fitness platform, implemented Marketo to engage with its more than 65 million users and to drive awareness for Hello Healthy, now one of the largest health and fitness media outlets in the world. MyFitnessPal has dramatically increased its engagement with users via personalized email communications and digital content marketing. As a result, MyFitnessPal has reactivated and engaged users at scale, resulting in a 10 percent lift in user engagement. A multi-channel content and social media marketing program using email communications as a key traffic driver also grew the readership of MyFitnessPal’s blog,Hello Healthy, to over 4 million unique visitors per month. MyFitnessPal has dramatically increased its engagement with users via personalized email communications and digital content marketing. As a result, MyFitnessPal has reactivated and engaged users at scale, resulting in a 10 percent lift in user engagement. Health Apps require you to track how often they exercise, how they eat, requires the user check in (4-5 times a day) and constantly engage. Can’t be mobile only – even if you’re an app company. Consistent behaviors across channels to engage across channels (App, Web, Blog). Don’t just be multi-channel, be cross channel. MyFitnessPal Leverages Marketo to Engage 65 Million Users In 2013, they’d sent 4 emails to their then database size of 15MM users. Highlights MyFitnessPal started by dramatically increasing engagement with users via personalized email communications In addition to email as a direct channel, MyFitnessPal has built a sizeable following on their blog, “Hello Healthy.” Lastly, based on their deep understanding of each user, as well as how often people are interacting with their app, MyFitnessPal has improved retention and engagement. User engagement increased double digits
- Source: The New Yorker, October 5, 1998 (http://www.newyorker.com/)
- Once you know what your brand stands for, the type of content that's appropriate for your brand will become much clearer. the process of making your brand, product, or solution discoverable to seekers in any relevant information source In 2010, Bank of America announced it would take money from traditional channels such as TV and put that money toward digital platforms such as SMS and Twitter. Since then, it has continued to grow its digital presence withmobile applications and Facebook pages. Source: Edmund Lee, "Bank of America to Spend Less on Traditional Outlets," AdAge, April 13, 2010 (http://adage.com/article/special-report-digital-conference-2010/bank-america-spend-traditional-outlets/143266/).
- . Source: North American Technographics® Online Benchmark Survey (Part 2), Q3 2012 (US, Canada) “How do you find the websites you visit?”
- Source: The New Yorker, December 19, 2005 (http://www.newyorker.com/)
- Retention/Loyalty Thank you for being our customer “Points” programs Why renew now
- So HOW to you win in this new era of digital marketing where consumers are bombarded with thousands of marketing messages everyday, where buyers have self-directed journeys and brands are expected provide personalized experiences at scale, BLASTING is a thing of the past? As Marketers, we are stewards of o In the last few years alone we have moved from Mass Marketing to marketing that focused on the transaction. We are now in the Era of Engagement Marketing –where companies that win are shifting from marketing AT consumers to engaging WITH them to build meaningful and lifelong personal relationships. ur customer journeys and have the eyes, the ears, the brains, to understand customers as strategic asset.
- 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.
- 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.
- 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.
- 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.