Customer Engagement Platform: Smarter Marketing for Better Results

Customer Engagement Platform:

Smarter Marketing for Better Results

Brian Glover Sr. Product Marketing Manager, Marketo

• Are you in the right place?

• Get social with #MktgNation14

• On today’s agenda:

THEN NOW

It’s A New World, With New Rules

Demographic Behavioral Segmentation

Mass Advertising 1:1 Communication

Point in time Blasts Continuous Relationships

Few / isolated channels Exploding / integrated channels

Intuitive decision making Data-driven automation

Customer Engagement Platform:

Helping Marketers Navigate The Digital World

DRIVE CONVERSIONS Drive effective conversion from new prospect to sale

BUILD RELATIONSHIPS Orchestrate engaging customer experiences mapped to the buyer’s journey

ATTRACT CUSTOMERS Generate interest in your products and messages

MEASURE & OPTIMIZE Maximize impact of marketing investments

PLAN & BUDGET Plan marketing campaigns and track expenses

LaunchPoint

200+ solutions across 11 marketing categories

Social &

Content Events &

Webinars

Mobile

Marketing Data &

Analytics Lifecycle

Marketing

The Marketing Nation Accelerates Success

2,500+ customers

Program Exchange

Definitive Guides and award-winning blog

User Summit

Over 40,000 users

User groups in 32 cities globally

45,000 hrs of experience

Preferred Service Partners

Most complete ecosystem

200+ LaunchPoint partners

Community Knowledge & Ideas

Consultants & Experts Best Practices

Integrated Solutions

Marketo’s Revenue Cycle

TOFU MOFU

Opportunity Customer

Nurturing Database

Exposed to us via content, brand,

or word of mouth

Nurturing Database

Feels a relationship and trust

with us

Nurturing Database

Names are just names.

Nurturing Database

Meaningful interaction with us

Nurturing Database

Nurture until ready

for next step

Qualified potential customer

Nurturing Database

Marketing qualified lead (score > 100) –

Sales Development Rep (SDR) reach-out

Nurturing Database

Qualified as sales-ready by SDR

Nurturing Database

Accepted and actively worked by sales:

marketing quota attainment

Opportunity Customer Le

Nurturing Database

Retain

vocate

Enable Adopt

Drive customer success to keep

and grow relationships

ATTRACT CUSTOMERS

Blog, e-books, research data, funny videos, curated lists, infographics, webinars

Thought leadership and enjoyable content to build brand, awareness, and desire

Tools that help buyers find you when they are looking for solutions

Company-specific information to help evaluate and reaffirm selection

Buying guides, RFP templates, ROI calculators, definitive guides, analyst reports

Pricing, demos, services information, 3rd party reviews, customer case studies

Early Stage

Middle Stage

Late Stage

Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources.

Inbound creates the best leads by far: high conversion, high velocity

Search Engine Optimization

Attract more of the right prospects to your website and content

Marketo Real-Time Personalization

Drive up to 30% more website conversions

Make web and mobile experiences as personalized as email

• Present messaging, offers and content tailored to specific audiences

• Works for anonymous or known leads

• Supports A/B testing

• Easy and integrated

• Hands free, any CMS and zero IT

MuleSoft - Generic

MuleSoft - Industry

James Allen - Generic

James Allen – Behavioral

At Marketo, we use a Portfolio of programs

Sponsored Email builds the database, but low conversion

Paid Social & Display Ad drive brand and amplify inbound as well

Webinar, tradeshow, PPC, and virtual tradeshow are top paid TOFU

Marketo Program Library, Multi-Channel

Marketing Best Practices

Delivered through Pre-Built

Verified Programs

http://templates.marketo.com

Social Campaigns Amplify your results with Social Marketing

Referral

Campaigns

Sweepstakes

Social

Go beyond social sharing with engaging social

apps that marketers can launch on their own.

Test & Tune With Social Funnel Metrics JumpStart Tour Referral Results as of 6/13/2013

• 280 participants shared (15%)

• 15 qualified for sweepstakes

• 144 incremental registrations

• 7.4% increase in registrations

BUILD RELATIONSHIPS

Reason #1

Average days to Opportunity: 327 days

Old Model = Leaky Funnel

Source: October 4, 2006, “Improving B2B Lead Management” Forrester report

Lead Nurturing Plugs the Leak

Source: October 4, 2006, “Improving B2B Lead Management” Forrester report

Reason #2

When it comes to marketing, nobody wants to get blasted

What is an engaging conversation?

• Communications flow one to the next

• Listens and responds

• Relevant and meaningful

More Targeted Emails are More Relevant

100 1000 10000 100000

Email Send Size Source: 100s of Marketo campaigns

Customer Engagement Engine

Build deep, durable 1:1 customer relationships, at scale.

Dynamic Content

Industry, Geography, Company Size, Customer

vs. Prospect, etc.

Behavioral Targeting for Maximum

Relevance: Topic of Interest Triggers

• Attends event • Downloads content • Click email • Fills out form • Score is changed

Social

Content

Technology

Standard Nurture Triggered Interests Lift

Open % 21.7% Open % 34.0% 57%

Click to Open % 23.4% Click to Open % 37.1% 59%

Click % 5.1% Click % 12.6% 147%

Marketo’s Own Results

A/B Testing Improves Your Relevance,

And Results

• A/B/n testing with automatic champion chooser

• “Custom Conversions” offer a wide-range of winning criteria

• Champion/Challenger testing for ongoing, automated, triggered campaigns

Mobile Enhancements

• Responsive emails and landing pages

• Reporting on mobile usage

• Mobile triggers and filters

• Push notifications (Modo Labs)

Advanced Email Features

• Send a segmented, batch email in minutes

• Email Scripting for advanced personalization

• Email Analysis for in-depth insights

• Responsive email template library for mobile emails

DRIVE CONVERSIONS

Lead Scoring Defined

“Shared sales and marketing methodology for ranking leads in order to determine their sales readiness”

Nurture Nurture Disqualify Pass to Sales

Pass to Sales

Fit Interest Buying Stage

Short (5) Conversion: 13.4%

Cost per: $31.24

Medium (7) Conversion: 12.0%

Cost per: $34.94

Long (9) Conversion: 10.0%

Cost per: $41.90

• Early stage content +3 • Attend webinar: +5 • Visit any webpage /

blog : +1 • Visit careers pages: -10 • Decay inactivity:

-1, -5, -10

• Pricing pages: +10 • Watch demos:

• +5 overview • +10 detailed

• Mid-stage content +8 • Late-stage content +12 • Searches for branded

keyword “Marketo” +8

Resource: “Definitive Guide to Lead Scoring”

http://marketo.com/DG2LS

Engagement & Intent

One Way to Identify Marketing Qualified

A Lead Lead Lead

B Lead Lead

C Lead

4 3 2 1

Stars and Flames show priority

Full list of Interesting Moments

No Lead Left Behind: Service Level Agreements

Day 0 Notification

Day 1 If untouched, reminder

Day 2 If untouched, reminder cc boss

Day 3 If untouched, alert executives

Day 7 If stale, reminder

Day 8 If stale, reminder cc boss

Day 9 If stale, alert executives

MEASURE & OPTIMIZE

Why Measuring Return is Hard

• Multiple touches. Seven touches needed to convert a cold lead into a sale

• Multiple influencers. Typical buying committee has 5-21 people

Track All Touches Across People

Screenshot: Marketo Revenue Cycle Analytics

Track All Touches Across People

Example: Multi-Touch Attribution

A deal worth $100,000 recently closed. Three people were involved in the deal:

• Moe attended Webinar and Tradeshow

• Larry attended Tradeshow

• Curly responded to Direct Mail

$100,000 Revenue

$25,000 $25,000 $25,000 $25,000

Webinar $25,000

Tradeshow $50,000

Direct Mail $25,000

Source: Marketo Revenue Cycle Analytics, Apr 2014 * Percentage of all programs in channel that achieve MT Ratio > 5

Inbound + Nurture = 58% of (MT) Pipeline Paid Programs = 42% of (MT) Pipeline

(MT) Ratio = Pipeline / Investment

>10 is Great and <5 is Fail Sponsored Email = 12.8, Tradeshow = 10.6, PPC = 13.0, Webinars = 25.4, Field Events =

6.6, Content Syndication 7.7

% Programs with MT Ratio > 5 e.g. Tradeshow has good average

but 49% programs “fail”

TOFU MOFU

Nurturing Database

Revenue Cycle Modeler

Filter/Drill into data, e.g. by Program Type, Business Unit, Geography, etc.

Key topic areas: • Balance (Reach) • Flow • Conversion • Velocity Trends over time

Get the “Definitive Guide to Marketing Metrics & ROI” marketo.com/DG2MM

PLAN & BUDGET

Use Metrics to Set & Justify Budgets

New Targets

New MQLs

Score>100

23,000

Inventory of

Active MQLs

20,000

New Opps*

6 Month

Created

Opp Inv.

*Opps is bigger than SQLs because includes outbound and partner referrals

capacity

driven

120K (900K DB

Total)

New SQLs

Inventory Of Active Targets

60,000

131,000

Marketo Financial Management Plan and Budget

Increase visibility and spend to plan

Customer Success – Enterprise

Marketing Calendar

Plan your roadmap of strategic campaigns and events for the year

Marketing Planner / Coming Fall 2014

Marketing Calendar

Plan, coordinate and communicate everything marketing is doing

Group Calendar / Coming July 2014

Marketing Calendar

Data Feed

Device Access

Embeddable Views

Access your Marketing Calendar anytime, anywhere

Calendar Accessibility / Coming Fall 2014

My Marketo My Marketo / Coming July 2014

Integrate

LaunchPoint

200+ solutions across 11 marketing categories

Social &

Content Events &

Webinars

Mobile

Marketing Data &

Analytics Lifecycle

Marketing

Marketing Sprints (NEW!)

Creating REPEATABLE success by helping customers design, execute, measure and optimize their marketing initiatives

Outcome based projects that accelerate your

marketing initiatives

New Products Demo

Brian Glover Sr. Product Marketing Manager, Marketo

bglover@marketo.com

@brianjglover

• What’s next?

• Visit Marketo Central

• Browse our LaunchPoint Partners

• Take advantage of our Certification offer

Customer Engagement Platform: Smarter Marketing for Better Results

Business

Transcript of Customer Engagement Platform: Smarter Marketing for Better Results

Mobikon-Engagement Platform for F&B

Bquobe- The Professional Video Engagement Platform

Smarter Cities Platform

Smart Data Platform Munich - Smarter Together

Waffor MioClient - Customer Engagement & Retention Platform

Fanpoint - Social Media Engagement Platform!

Patient Engagement Systems Smarter Healthcare

A digital platform designed to make you faster and smarter ...

IBM Smarter Workforce Summit Toronto 2015: Calfrac's Journey to Improved Engagement

The Employee Engagement & Happiness Platform

Avaya Engagement Development Platform Webtext Snap-in: more … · 2018-04-11 · Avaya Engagement Development Platform Webtext Snap-in: more choice in customer engagement Quick and

Smarter content with a Dynamic Semantic Publishing Platform

Employee engagement platform.

Customer Engagement Platform - mobile capabilities overview

zEnterprise The Ideal Platform For Smarter Computing01 - Smarter Computing With zEnterprise V1.2 19 Extend Smarter Computing To Unified Development Teams Unified, collaborative work

A Generic Platform for Smarter City Applications

Proposal for Political Online Engagement Platform

Customer Engagement Platform: Smarter Marketing for Better Results

zEnterprise – The Ideal Platform For Smarter …zEnterprise – The Ideal Platform For Smarter Computing Developing Hybrid Applications For zEnterprise 08 - Developing Hybrid Applications

Smarter Learning: Improving student engagement and outcomes Professor Hamish Coates