5 Marketing Strategies for Customer Engagement
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Transcript of 5 Marketing Strategies for Customer Engagement
5 Marketing Strategies for Customer Engagement
Kyra Johanson Product Marketing Manager, Commercial Neha Shah Principal Product Marketing Manager, Competitive
• This webinar is being recorded! Slides and recording will be sent to you after the webinar concludes.
• Have a question? Use the chat box and we’ll get to your questions after the webinar.
• Posting to social? Use our hashtag - #mktgnation• There is a brief survey after the webinar
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!!!