Les 5 principes du marketing de l'engagement
•Télécharger en tant que PPTX, PDF•
0 j'aime•1,602 vues
David Belliot, Marketo EMEA
Recommandé
Recommandé
Contenu connexe
Tendances
Tendances (20)
En vedette
En vedette (13)
Similaire à Les 5 principes du marketing de l'engagement
Similaire à Les 5 principes du marketing de l'engagement (20)
Plus de Marketo
Plus de Marketo (20)
Les 5 principes du marketing de l'engagement
- 1. Les 5 principes du marketing de l'engagement David Belliot Chargé de clientèle à Marketo
- 4. Notre monde actuel 2 900 messages marketing et commerciaux par jour
- 5. Les acheteurs sont autonomes Entre 66 % et 90 % du parcours d'achat est effectué de façon autonome aujourd'hui
- 6. Piloté par l'acheteur Piloté par le vendeur Besoin d'une voiture Demande de conseils à des amis Visite de magasins d'exposition Décision d'achat Achat d'une voiture
- 7. NOUER DES LIENS AVEC LES CLIENTS Publicité de masse
- 8. NOUER DES LIENS AVEC LES CLIENTS Publicité de masse Marketing par campagne
- 9. NOUER DES LIENS AVEC LES CLIENTS Publicité de masse Marketing par campagne Marketing de l'engagement
- 21. 2013 2014 Fin 2015 Fin 2016 Fin 2017 Fin 2018 Fin 2019 5 mds 10 mds 15 mds 20 mds 25 mds 30 mds 35 mds Internet des objets
- 25. « None of us wants to have different platforms in different parts of our lives. We want one, seamless kind of life. I think that is huge for our future. »1 -- Tim Cook, directeur général d'Apple 1« Personne ne veut avoir une plateforme distincte pour chaque fragment de sa vie. Nous voulons une vie pleine et entière. C’est à mon avis essentiel pour notre avenir. »
- 27. RELATIONS
- 28. ÉCOUTE
- 29. PARTOUT
- 30. CONTEXTE
- 32. CINQ PRINCIPES
- 33. #1 Susciter l'intérêt des clients A l’endroit où ils se trouvent
- 34. 87 millions de clients engagés dans 18 activités pour perdre du poids
- 35. Susciter l'intérêt des clients sur la Base de leur comportement #2
- 36. Hello Chandar
- 38. Susciter l'intérêt des clients Comme individus #3
- 39. 200 % d'augmentation du taux de conversion des prospects de la banque de cellules souches issues du sang de cordon en 6 mois
- 40. Susciter l'intérêt des clients Dans le but d'obtenir des résultats#4
- 41. Amélioration de la contribution du marketing au chiffre d'affaires total de l'entreprise, de moins de 10 % à plus de 30 %
- 42. Susciter l'intérêt des clients En continu dans le temps#5 Évaluatio n Achat Adoption Dévelop pement
- 43. 400 % d'augmentation du taux de conversion des leads qualifiés pour le marketing en leads prêts à l'achat en 1 an
- 44. À compléter
- 45. MARKETING DE L'ENGAGEMENT Nouez des relations personnalisées à long terme#1 – A l'endroit où ils se trouvent #2 – sur la Base de leur comportement #3 – Comme individus #4 – Dans le but d'obtenir des résultats #5 – En continu dans le temps
- 46. MARKETING DE L'ENGAGEMENT Nouez des relations personnalisées à long terme#1 – A l'endroit où ils se trouvent #2 – sur la Base de leur comportement #3 – Comme individus #4 – Dans le but d'obtenir des résultats #5 – En continu dans le temps
- 47. 0 20 40 60 80 100 120 140 160 Smartphone TV Laptop Tablet Minutes spent per day Source : Millward Brown AdReaction, mars 2014, données mondiales
- 48. Source : « Apps Solidify Leadership Six Years into the Mobile Revolution », Flurry Blog, avril 2014 Temps total (en minutes) passé sur les applications mobiles et sur le Web mobile 86 % du temps passé sur mobile est consacré aux applications Mars 2011 Janv. 2012 0 20 40 60 80 100 120 140 160 Applications Web mobile Minutespasséesparmois(enmilliards) Mars 2014Mars 2013Août 2012
- 49. MARKETING FIRST
- 50. MERCI
Notes de l'éditeur
- Hello everybody, it’s real exciting to be here today and share my perspectives with all of you. Vancouver is one of my favorite cities and I really love it every time I come here. I know there are a lot of leaders from fast-growth companies and aspiring startups here and I thought I’d share some perspectives and tips on how to connect with your customers in today’s world.
- Enjoy Summit I hope you find inspiration, too Hope you’re inspired by our vision of engagement marketing Hope you’re excited by the opportunity to put it into action As Marketers, we really do have the keys to the kingdom Together, let’s make it a Marketing First world <END>
- Enjoy Summit I hope you find inspiration, too Hope you’re inspired by our vision of engagement marketing Hope you’re excited by the opportunity to put it into action As Marketers, we really do have the keys to the kingdom Together, let’s make it a Marketing First world <END>
- But, today’s mobile, social, digital world has made this really hard to create this virtuous cycle of customer success. First of all, there is lots of noise out there - buyers are being bombarded by more than 2900 messages per day; they can recognize about 50 and remember maybe four.
- But this noise has also created a world of information abundance - buyers are more empowered than ever before. And armed with this info, they are forming opinions and drawing conclusions well before they choose to interact with your brand. In fact if you look at some data points, from folks like Forrester, they say that anywhere from 66-90% of a buyers journey is self-directed before they interact with you
- Let take an example of buying a car. You see the purple steps as “buyer-driven” vs. the orange steps as “seller-driven.” Just ten years ago, if you bought a car, the you would’ve seen a lot more orange than purple on this slide – sellers has all the power. Today, the information abundance has empowered the buyers and made them self-direct their journeys more than ever before.
- Spend time with CMOs CMO of big food company Apocalyptic vision Advertising as we know it might not exist This is on the mind of world’s largest brand advertisers Mass advertising is dead Doesn’t mean tomorrow, but on its way out Mass ads all about breaking into my awareness <CLICK> How do I be louder How do I be more emotional 3000 marketing messages / day – louder, clever, not going to cut it And in digital <CLICK> Just translating billboards onto websites Banner ads on premium website – interrupting, distracting, no value, don’t work Traditional banner advertising is dead <CLICK> Three circles <CLICK> I’m telling ya, mass advertising is dead <CLICK> To campaign marketing
- People realize this day is coming Moved to Campaign Marketing Communicate on direct digital basis – email, web, social I think it’s better described as random acts of marketing <CLICK> My 5000 SPAM emails per week Half to make me more verile Other half - B2B marketers – Please stop Clever email, Challenger sales doesn’t work This isn’t connecting with customers, this is irritating customers <CLICK>to the circle <CLICK>It’s time to bring an end to these random acts of marketing <CLICK>To way forward
- But I do have some good news We have a way forward Engagement Marketing – big idea, big idea we all better pay attention to Unifies advertising and marketing technology into a single vision for how to change this game and really connect with our customers We can all relate <CLICK> Put this in human terms Metaphor is building relationships with other people Build relationships through trust, intimacy Takes time – have to work at building relationships Earn trust/intimacy Whether friendship or romantic, we all understand what this process involves Big idea of engagement marketing is to use technology to allow us to earn trusting intimate and valuable relationships with our customers as people, even at gigantic scale <CLICK>To beach
- Very quickly let me explain engagement marketing in a little more detail Think about this beach – we all want to be there Each have different point of view <CLICK> 3 stories This is possible today with engagement marketing technology <CLICK>To cadence
- Not just about the message About individual basis with customers <CLICK> To journeys
- So we’ve killed random acts of marketing – they need to go Our acts as marketers still need to have compelling messages Still need to have emotion Still need to have calls to action Start thinking about taking customers on journeys over time <CLICK> Other key idea, journeys For example, rather than a random ad, we’re all learning to think about this as multi-step process Idea of lead nurturing Journeys over time Reinvented world of marketing <CLICK>next 2 rows Not just about getting people to buy About lifelong relationships Lots of different journeys As marketers think about each destination Each individual at a different point, different place, different step of their own individual journey Seeing marketers figure this all out – Staples example Met their journey marketer Starting to see these words and these new jobs popping up all over <CLICK>To bad news
- All this talk of journeys, technologists taking this all to literally Try to convince you to take it too literally Visio diagram Product on the market actually called Journey Builder <CLICK> But there’s a problem with this As journeys go on, these diagrams get more complex as marketer tries to capture decisions a customer might make <CLICK> Not just a problem, this is dead wrong <CLICK>To customers define
- Marketers don’t define journeys, customers do Frankly arrogant that you can dictate Airline example – better apologize Because only customers can determine their journey <CLICK>To ear
- Very simple answer – stop spending so much time charting, spend more time listening 2 ears, 1 mouth Truism of building relationships As much about listening to the other person as talking about yourself Listen to what customers are saying and understand the journey they are on Only if we can listen and understand are we able to continue the conversation in a positive way <CLICK>To good news
- Boy do I have good news here <PAUSE> Idea of rejecting prescriptive journeys Idea of starting with listening and undrestanding Founding principle Had a vision for a different way Charting our technology course and turn in the growth/success we have Building the worlds best product Customer Engagement Engine fastest adopted Represents commitment to powerful vision here at Marketo <CLICK>To data
- Marketers have always been hungry for data I started in marketing technology in 1988 Visual data analytic system Started a journey to actually put meaningful data directly into the hands of marketers And we’ve come an incredible long way <CLICK>To dashboards
- With the internet, era of big data, amazing data visualization tools we have today We finally entered the Golden age Can make decisions about our marketing Still learning, but we’ve come a long way Changed the life of marketers Earned a seat at the revenue table <CLICK>To bad news
- Oh boy, I’m afraid, more bad news Got to the golden age, but we’re going to slingshot right on by Now entering world with 100x data Do you even know what questions you want to ask with all this new data Afraid this golden age is just about to be drowned in too much data <CLICK> To self-driving car
- You can probably guess, I’ve got some good news Way forward We’ll still be able to use data to make better decisions and keep our seat at the table Need to stop think about getting our hands on data, and let data fade behind the scenes Let computers do this – they’re good at it Technologies like machine learning, predictive Just like this google self-driving car You won’t look at telemetry data from the camera <CLICK>You tell the car the goal, the destination Amazing vision folks at google are taking into the world Vision for how we’ll survive in this world of too much data How we’ll know what to say and when to say it Let the engagement marketing software chart the course We set the goals – buy, renew, advocate – let the system figure out how to do that on the right terms for the customer <CLICK>To segue to IoT
- If you’ve been awake, can’t miss next big thing – Internet of things Everyone talking about it – it’s real <CLICK> 10 billion devices to the internet today In 5 years, 35 billion Possibly 100 Billion in 10 years <CLICK>To Tim
- So, what’s this Internet of Things? Device of the moment is obviously the Apple Watch We can all debate how many of the 100B that will account for Whole new marketing channel Better do something different for this form factor <CLICK>To bad news
- It’s not just watches – Fitbits, NEST thermostats, refrigerators, pill bottles, even jet engines Maybe not all of them, maybe not jet engines, but many others are marketing channels So, what’s this mean for our jobs as marketers? We’ve organized our marketing departments around these channels Today we have email marketers, social marketers, web marketers What’s next? Pill bottle marketing team? Thermostat marketing team? Watch marketing team? The internet of things will finally force us to re-think the design of the modern marketing department <CLICK> To good news
- But I much prefer to think of this glass half full We might be challenged by these devices, but think of how it expands our palette All these new ways to listen New ways to talk Mission becomes how we start to listen in all these channels How do we talk on some of these channels How do we combine them with channels we’re already working on to create a seamless picture <CLICK>How do we start to weave a conversation in and around each of these devices to create a coherent relationship with each customer <CLICK>To pill bottle
- So let me bring Tim Cook back up While his most recent watch announcement on March 9th XXXXX was interesting There’s something far more interesting in what he had to say <CLICK> At that event, Tim talked about his core vision at Apple Read quote This really crystallized a whole trend that has been silently creeping up on us in the way we use technologies today The name the people are using for this idea is Context And this is why the vision I’m explaining about engagement marketing is not just a good idea, but is about to become a necessary idea So let me give you some context about this thing called context <CLICK>To context
- When Tim cook talks about a seamless kind of life, I know I’m living that life With things like Dropbox, things like chrome, I don’t even think about what I’m using They’re just continuous windows into my world Tim cook’s version might be a walled garden around apple products, but it means I can use an iPad as my phone If I use chrome and open a tab, it’s there when I get home If I open Office 365 and I’m in Excel cell B35, when I open Excel at home Or if I put my latest pair of shoes in my cart at home, it knows exactly what’s there from my phone Entire world comes with him, regardless of which device I use <PAUSE> Each and every day, this is changing our, and our customer’s, and our prospect’s expectations as technology users It is simply going to change what we have to do as marketers Now, let’s think about this world of random acts of marketing I expect context, what happens if I see an ad on Facebook out of the sky, or an email out of the sky, that’s different We tolerate today, but it’s going to become fingers on chalkboard <CLICK>To engagement marketing
- <CLICK>To listening
- <CLICK>To outcomes
- <CLICK>To engagement marketing
- <CLICK>To engagement marketing
- This is what we call engagement marketing It’s an important idea, idea that’s here An idea that each one of you, members of the Marketing Nation, are the pioneers You invented this with us In on the ground floor Let’s go kill mass advertising Let’s go kill random acts of marketing Very exciting journey we’re on <CLICK>To Phil live
- This is what we call engagement marketing It’s an important idea, idea that’s here An idea that each one of you, members of the Marketing Nation, are the pioneers You invented this with us In on the ground floor Let’s go kill mass advertising Let’s go kill random acts of marketing Very exciting journey we’re on <CLICK>To Phil live
- Rule #2: Marketing is an outcome.
- Rule #1: Marketers need to shift from mass marketing to engaging people an individuals, in a 1:1 way. Engaging People as Individuals:
- Tia Newcomer today from Cord Blood Registry who’s marketing team embraces the challenge to convince a customer base to purchase a product where they may not see the immediate value in return. CBR offers expecting parents and OB/GYNs a solution to store newborn stem cells for conditions that have no cure today. They’ve stored over 500,000 cord blood and cord tissue stem cell units Cord Blood previously sent a one size fits all messaging for > 1 million consumer database, therefore they saw a low conversion rate from prospective client to banked cord blood Cordblood markets to each audience as individuals: OB/GYNs, expectant mothers and fathers. CordBlood uses Marketo to provide differentiated messaging based on level of interest, where a woman is in her pregnancy, and provides prospective client nurturing and engagement tracking to prioritize sales follow up Results: 200% increase in conversion rate from prospective clients to banked cord blood in 6 months 300% increase email click-through rate Lowered opt-out rate below 1%
- Rule #5: Marketing is an outcome.
- New Rule #4 is that marketers need to shift from point in time campaigns to continuous conversations. Campaigns are disconnected puzzle pieces – and therefore never form any kind of cohesive thread or picture – to communications that form a continuous relationship that gets deeper and deeper over time. Traditionally as marketers, we’ve been focused a lot on the transaction – helping close the deal with the customer. But the end of the transaction is the beginning of a long-term relationship with a customer. And brands that win engage people early and engage them over time continously in a personalized way; this is critical in a world where a customer has lots of choice and the switching costs are low.
- We have Beki Scarbourgh and her team here from CA TECHNOLOGIES. CA is a provider of IT management solutions and software ($5B in revenue with 15,000 employees), they have 9 GLOBAL BUSINESS UNITS SUPPORTING 45+ SOLUTIONS, yet a CORE MARKETING AUTOMATION TEAM OF 11 PEOPLE WORLDWIDE Pre-Marketo, only 1 out of every 2 leads passed to Sales Development would get converted as CA Technologies executed traditional point in time, ‘batch and blast campaigns.’ Sales had very little insight into the quality of the lead that was getting passed to them. CA Technologies drove continuous engagement over time through 23 complex nurturing programs and 6 streams which resulted in higher quality of Sales Ready leads. All of CA Technologies’ lead sources are connected through Marketo. Unknown leads are put through Real-Time Personalization to get better customer profiling. Contacts are then put through multi-step nurturing campaigns and Sales is notified when a contact achieves Marketing Qualified Lead status. CA Technologies saw a 400% increase in conversion rate from Marketing Qualified Leads to Sales Ready leads in 1 year.
- We have Beki Scarbourgh and her team here from CA TECHNOLOGIES. CA is a provider of IT management solutions and software ($5B in revenue with 15,000 employees), they have 9 GLOBAL BUSINESS UNITS SUPPORTING 45+ SOLUTIONS, yet a CORE MARKETING AUTOMATION TEAM OF 11 PEOPLE WORLDWIDE Pre-Marketo, only 1 out of every 2 leads passed to Sales Development would get converted as CA Technologies executed traditional point in time, ‘batch and blast campaigns.’ Sales had very little insight into the quality of the lead that was getting passed to them. CA Technologies drove continuous engagement over time through 23 complex nurturing programs and 6 streams which resulted in higher quality of Sales Ready leads. All of CA Technologies’ lead sources are connected through Marketo. Unknown leads are put through Real-Time Personalization to get better customer profiling. Contacts are then put through multi-step nurturing campaigns and Sales is notified when a contact achieves Marketing Qualified Lead status. CA Technologies saw a 400% increase in conversion rate from Marketing Qualified Leads to Sales Ready leads in 1 year.
- Spend time with CMOs CMO of one of the biggest snack food company Apocalyptic vision Advertising as we know it might not exist This is on the mind of world’s largest brand advertisers <CLICK> How do I be louder How do I be more emotional All about trying to break through, grab your attention while you have your attention elsewhere <CLICK> And just as bad in digital, where in most cases we just replicated this noisy, irritating, interrupting world Just translating billboards onto websites Interrupting, distracting, work less and less well <CLICK> Old saying John Wanamaker from a hundred years ago about mass advertising Half the money I spend on advertising is wasted; the trouble is I don't know which half. Update it to be, “all of the money is spend on advertising is wasted.” <CLICK> I’m telling you, mass advertising is dead Dying a slow death, but dying <NEXT> To campaign marketing
- Spend time with CMOs CMO of one of the biggest snack food company Apocalyptic vision Advertising as we know it might not exist This is on the mind of world’s largest brand advertisers <CLICK> How do I be louder How do I be more emotional All about trying to break through, grab your attention while you have your attention elsewhere <CLICK> And just as bad in digital, where in most cases we just replicated this noisy, irritating, interrupting world Just translating billboards onto websites Interrupting, distracting, work less and less well <CLICK> Old saying John Wanamaker from a hundred years ago about mass advertising Half the money I spend on advertising is wasted; the trouble is I don't know which half. Update it to be, “all of the money is spend on advertising is wasted.” <CLICK> I’m telling you, mass advertising is dead Dying a slow death, but dying <NEXT> To campaign marketing
- Enjoy Summit I hope you find inspiration, too Hope you’re inspired by our vision of engagement marketing Hope you’re excited by the opportunity to put it into action As Marketers, we really do have the keys to the kingdom Together, let’s make it a Marketing First world <END>
- Enjoy Summit I hope you find inspiration, too Hope you’re inspired by our vision of engagement marketing Hope you’re excited by the opportunity to put it into action As Marketers, we really do have the keys to the kingdom Together, let’s make it a Marketing First world <END>