Customer Engagement Platform - Chandar Pattabhiram & Brian Glover
Transcript of Customer Engagement Platform - Chandar Pattabhiram & Brian Glover
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Customer Engagement Platform:Smarter Marketing for Better Results
Chandar PattabhiramVP, Product & Corporate Marketing, Marketo
Brian GloverSr. Product Marketing Manager, Marketo
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• Are you in the right place?
• Get social with #MktgNation14
• On today’s agenda:
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Marketo Proprietary and Confidential
70%Of a customer’s journey today is self directed1
2900Marketing messages per day vying for your customer’s attention2
50%of all purchasing decisions are influenced by third-parties3
Today’s digital, social, mobile World has changed the game
1. SuperProfile, 2010, 2. Forrester, 2012, 3. McKinsey Quarterly, 2010
Marketing is becoming the steward of the
customer journey
Customer Engagement Platform:Helping Marketers Be Successful in The Digital World
GROW RELATIONSHIPSBuild long-term relationships to create loyal advocates and grow lifetime value
CONVERT TO CUSTOMERSOrchestrate engaging experiences in the buying cycle and drive effective conversions
ATTRACT PROSPECTSGenerate interest in your products and messages
MEASURE & OPTIMIZEMaximize impact ofmarketing investments
PLAN & COORDINATEPlan marketing campaigns and track activities
Customer Engagement Platform:Helping Marketers Be Successful in The Digital World
GROW RELATIONSHIPSBuild long-term relationships to create loyal advocates and grow lifetime value
CONVERT TO CUSTOMERSOrchestrate engaging experiences in the buying cycle and drive effective conversions
ATTRACT PROSPECTSGenerate interest in your products and messages
MEASURE & OPTIMIZEMaximize impact ofmarketing investments
PLAN & COORDINATEPlan marketing campaigns and track activities
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MOFU
Nam
e
Awar
enes
s
Frie
nd
Enga
ged
Targ
et
TOFU
Lead
Nurturing Database
BOFU
Marketo Buyer’s Journey: A Revenue Cycle
Opportunity CustomerSale
s Le
ad
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Awar
enes
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Web
Vis
itor
In-personAppointment Customer
Conv
erte
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Enga
ged
Nurturing Database
Advocate
Adopt
Retain
Marketo Customer’s B2C Buyer’s Journey
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Rent vs. Own
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Blog, e-books, research data, funny videos, curated lists, infographics, webinars
NO
YES
Build the brand
Help buyers find you when they are looking for solutions
Help buyers evaluate or reaffirm selection
Buying guides, RFP templates, ROI calculators, definitive guides, analyst reports
Pricing, demos, services information, 3rd party reviews, customer case studies
Gated?Early Stage
Middle Stage
Late StageNO
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Rent vs. Own
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Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources.
Search Engine Optimization Maximizes Your Inbound Marketing Investment
Attract more of the right prospects to your website and content
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Known
Anonymous
Personalized Web and Mobile Experiences
Personalized Web and Mobile Experiences
James Allen - Generic
James Allen – Behavioral
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CONVERT TO CUSTOMERS
Customer Engagement Platform:Helping Marketers Be Successful in The Digital World
GROW RELATIONSHIPSBuild long-term relationships to create loyal advocates and grow lifetime value
CONVERT TO CUSTOMERSOrchestrate engaging experiences in the buying cycle and drive effective conversions
ATTRACT PROSPECTSGenerate interest in your products and messages
MEASURE & OPTIMIZEMaximize impact ofmarketing investments
PLAN & COORDINATEPlan marketing campaigns and track activities
Nam
e
Awar
enes
s
Frie
nd
Enga
ged
Targ
et
TOFU
Lead
Nurturing Database
BOFU
Marketo Buyer’s Journey: A Revenue Cycle
Opportunity CustomerSale
s Le
adMOFU
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Ready to Buy
Source: RainToday
Need More Nurturing
Disqualified
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Ready to Buy
Source: RainToday
Need More Nurturing
Disqualified
Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources.
327 Days on Average
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Nurturing: Building relationships with people
over time through engaging conversation
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What isn’t an engaging conversation?
What is an engaging conversation?
Relevance Flow Listening
Customer Engagement Engine
Standard Nurture Behavior-based Nurture 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 Results
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Lead Scoring Defined“Shared sales and marketing methodology for ranking
leads in order to determine their sales readiness”
Score > 100, Pass to Sales
Fit Behaviors Buying Intent
E.g. Buyer profileE.g. Attend webinars, download whitepaper
E.g. Pricing page, demos, contact request, etc.
I love you You love me Ready to be part of happy family
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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
Customer Engagement Platform:Helping Marketers Be Successful in The Digital World
GROW RELATIONSHIPSBuild long-term relationships to create loyal advocates and grow lifetime value
CONVERT TO CUSTOMERSOrchestrate engaging experiences in the buying cycle and drive effective conversions
ATTRACT PROSPECTSGenerate interest in your products and messages
MEASURE & OPTIMIZEMaximize impact ofmarketing investments
PLAN & COORDINATEPlan marketing campaigns and track activities
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Marketo Customer’s Journey: A Revenue Cycle
Drive customer success to keep and grow relationships
RetainAdvocate
Enable Retain
The probability of selling to a new prospect is 5-20%.
– Marketing Metrics
It costs 6–7 times more to acquire a new customer than retain an existing one
– Bain & Company
The probability of selling to an existing customer is
60 – 70%.– Marketing Metrics
Yet Global Marketing Spend Is Only 12% of the Overall Marketing Budget
Nurturing Provides A Cost Effective Way to Retain, X-Sell and Upsell Customers
Customer Engagement Platform:Helping Marketers Be Successful in The Digital World
GROW RELATIONSHIPSBuild long-term relationships to create loyal advocates and grow lifetime value
CONVERT TO CUSTOMERSOrchestrate engaging experiences in the buying cycle and drive effective conversions
ATTRACT PROSPECTSGenerate interest in your products and messages
MEASURE & OPTIMIZEMaximize impact ofmarketing investments
PLAN & COORDINATEPlan marketing campaigns and track activities
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The “Revenue Table”
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Why Measuring Return is Hard
• Multiple touches. 7
• Unclear success. Responded
• Multiple influencers. 5-21
Track Touches Across People
Screenshot: Marketo Revenue Cycle Analytics
Track Touches Across All People
Screenshot: Marketo Revenue Cycle Analytics
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Source: Marketo Revenue Cycle Analytics, Apr 2014* Percentage of all programs in channel that achieve MT Ratio > 5
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“Half the money I spend on advertising is
wasted. The trouble is I don’t know which
half.”
- John WannamakerFather of mother advertising and pioneer in marketing
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Source: Marketo Revenue Cycle Analytics, 2014* Percentage of all programs in channel that achieve MT Ratio > 5
Half of our channels are working. Half are not.
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Source: Marketo Revenue Cycle Analytics, 2014* Percentage of all programs in channel that achieve MT Ratio > 5
Half our Tradeshows are working. Half are not.
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Revenue Cycle Modeler
Screenshot: Marketo Revenue Cycle Analytics
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Screenshot: Marketo Revenue Cycle Analytics
Customer Engagement Platform:Helping Marketers Be Successful in The Digital World
GROW RELATIONSHIPSDrive effective conversion from new prospect to sale
CONVERT TO CUSTOMERSOrchestrate engaging customer experiences mapped to the buyer’s journey
ATTRACT PROSPECTSGenerate interest in your products and messages
MEASURE & OPTIMIZEMaximize impact ofmarketing investments
PLAN & COORDINATEPlan marketing campaigns and track activities
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Revenue Cycle Modeler
Screenshot: Marketo Revenue Cycle Analytics
# # # # # $ $
Marketing Calendar
Plan, coordinate and communicate everything marketing is doing
Marketing Calendar
Data Feed
Device Access
Embeddable Views
Access your Marketing Calendar anytime, anywhere
Coming 2014-2015
Customer Engagement Platform:Helping Marketers Be Successful in The Digital World
GROW RELATIONSHIPSBuild long-term relationships to create loyal advocates and grow lifetime value
CONVERT TO CUSTOMERSOrchestrate engaging experiences in the buying cycle and drive effective conversions
ATTRACT PROSPECTSGenerate interest in your products and messages
MEASURE & OPTIMIZEMaximize impact ofmarketing investments
PLAN & COORDINATEPlan marketing campaigns and track activities
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Success
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LaunchPoint
300+ solutionsSocial
& Conten
t
Events &
Webinars
Mobile Marketin
g
Data & Analytics
Lifecycle Marketin
g
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MarketingSprints
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New Products Demo
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Q&A
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• What’s next?
• Visit Marketo Central
• Meet our sponsors
• Sign up for the local user group
• Mingle with other customers
• Stay here and learn more about new products
Listening for Behaviors to Maximize Relevance
• Attends event• Downloads content• Click email• Fills out form• Score is changed
Social
Content
Technology
Scoring Model for Each Product