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Page 1© 2013 Marketo, Inc. Marketo Proprietary and Confidential
INFORMATION SCARCITY
WE USED TO LIVE IN A WORLD OF
Page 2© 2013 Marketo, Inc. Marketo Proprietary and Confidential
ABUNDANCEINFORMATION
Page 3© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Shift of Power
Self-education
Sales Engagement
Self-education Sales Engagement
Sales
Marketing
Information Scarcity
Information Abundance
Page 4© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Interruptive Marketing
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Hi, are you ready to buy?Hi, now are you ready to buy?Hi, how about now?Hi, you must be ready to buy?Hi again, are you ready to buy?What about now?Seriously, not ready yet?Hi, are you ready to buy?
Source: Adbusters, 2011
Page 7© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Customers are Saturated
• 60% have a negative opinion of marketing• 61% feel amount is out of control• 65% feel constantly bombarded• 59% feel marketing has very little
relevance
Source: Yankelovich Partners
Page 8© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Engagement Marketing
Page 9© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Engagement Marketing
Cut through the noise by engaging individuals in a dialogue that connects them emotionally with your brand
Page 10© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Why Engagement Matters
• 70% of consumer loyalty and spending decisions are based on emotional factors (Gallup 2009)
• Research shows that, on average, only 20 percent of a company's customers are fully engaged.1
• 90 percent of CEOs rank customer engagement as their primary initiative.2
1. Jim Clifton, The Coming Jobs War, 20112. IBM, Capitalizing on Complexity: Insights from the Global Chief Executive Officer Study, 2010
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1. Relevant
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More Targeted Sends are More Engaging
100 1000 10000 1000000
50
100
150
200
250
300
350
400
Email Delivered
Enga
gem
ent S
core
Source: Marketo research
Page 13© 2013 Marketo, Inc. Marketo Proprietary and Confidential
2. Listen (at scale)
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3. Converse Across Channels
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4. Over the Entire Customer Lifecycle
Awareness
Leads
Prospects
Opportunities
Customers
Retain
Grow
Leverage
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Behaviors Tell Us A Lot About Interests
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Acti
on
s M
att
er
– EM
AIL
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Acti
on
s M
att
er
– S
OC
IAL
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Actions Matter – WEBSITE
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Actions Matter – TRANSACTIONS
Page 21© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Triggered Engagement
StandardNurture Lift
Open % 34.0% Open % 21.7% 57%
Click to Open % 37.1% Click to Open % 23.4% 59%
Click % 12.6% Click % 5.1% 147%
Page 22© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Email integrated with…
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Social Engagement vs. Spend
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Reac
h &
Eng
agem
ent
Soci
al L
ift
Soci
al L
ift
Soci
al L
ift
Soci
al L
ift
Soci
al L
ift
Landing Pages
Website Facebook Pages
Online Ads Email
Soci
al L
ift
Events
Get The “Definitive Guide to Social Marketing”http://marketo.com/DG2SM
Page 25© 2013 Marketo, Inc. Marketo Proprietary and Confidential
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Test & Tune With Social Funnel MetricsJumpStart Tour Referral Resultsas of 6/13/2013
• 280 participants shared (15%)
• 15 qualified for sweepstakes
• 144 incremental registrations
• 7.4% increase in registrations
Page 27© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Traditional vs. New
• 45% of Social network users have purchased or asked for something as a result of receiving direct mail
Page 28© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Traditional vs. New
• 45% of Social network users have purchased or asked for something as a result of receiving direct mail
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Direct Mail
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Package is Automatically Sent
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Upon Delivery: Personalized Email Sent, Tasks Created for Call
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Why Direct Mail?
Exact Target 2012 Channel Preferences Survey, February 2012
Page 33© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Sales Engagement
Page 34© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Sales Engagement
Page 35© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Welcome! Here’s what to expectCheck out this articleHere’s a cool videoSee our latest offeringShare this with friendsHere’s what others like!Download our new bookHappy birthdayHi, are you ready to buy?More cool contentJoin us at our eventYou like X, check out YFun ways to learn moreTake this surveyYou haven’t bought yet, here’s a 10% discount
Page 36© 2013 Marketo, Inc. Marketo Proprietary and Confidential
What’s the Payoff?
• Build brand awareness and affinity
• Identify highest value prospects and customers
• Quickly convert opportunities
• Build long-term loyalty and advocacy
…all contributing to greater revenue
Page 37© 2013 Marketo, Inc. Marketo Proprietary and Confidential