5 Marketing Strategies for Customer Engagement

Kyra Johanson Product Marketing Manager, Commercial Neha Shah Principal Product Marketing Manager, Competitive

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Housekeeping

• A new Era, the Engagement Economy• 2017 Marketing Benchmark Report • 5 marketing strategies for customer engagement • Success stories

Agenda

In the age of digital disruption

2017 MarketingBenchmark ReportNorth America

The future of marketing relies on our ability to engage with people in a personal and authentic way…

1. Marketers need an engagement platform

60% of marketers have 6 or more technologies in their tech stack

“In Marketo, there is always a path for turning our vision into a campaign.”

• Virtually unlimited integration potentials with rich partner ecosystem

An engagement platform to empower the Marketer…

2. Quality engagements with ABM

• Contrary to popular belief 34% of companies have adopted ABM…

• Small 33%• Mid 35%• Enterprise 29%

Personalize & win with ABM

Targeting named accounts with personalized content, emails, ads, and web experiences increases engagement.

• 30% of Webinar registrations attributed to ABM • Personalization based on geography drove 400+ registrants

3. Predictive content = personalized engagement at scale

Email has a

17% higher order value than social channels

Artificial Intelligence drives engagement

Predictive content increases content consumption, nurtures prospects and educates them on product offerings

• Accelerate the sales cycles by generating more relevant, qualified leads

• Generated $100K in opportunities

4. Custom scoring models drive engagement

>70% of marketers are using quantitative scoring

Custom scoring in action….“We’ve been able to deeply personalize our outreach email campaigns for all relevant prospective student groups…!”

• Personalization convinces students to enroll faster • Time to enrolment decreased by 33%

5. Multi-Touch reporting drives investment in engagement programs

41% Of marketers measure how their content impacts revenue

Identifying engagement to drive revenue

Daniel MandelSenior Manager – Marketing Automation

“Marketo’s…multi touch attribution report shows me overall program success...”

• No manual hacks in Excel (Saving 2 hours a week) • Double down on what works

Marketo1. Engagement Platform

2. ABM

3. Predictive Content (Web & Email)

4. Custom Scoring

5. Multi Touch Reporting

What is it going to take to win in the engagement economy?

Thank you!!!