Data-Driven Digital Marketing: Use What You Know About Your Customers to Drive Revenue
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Transcript of Data-Driven Digital Marketing: Use What You Know About Your Customers to Drive Revenue
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Join the Conversation on Twitter
#EktronDDM
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About Ektron
■Web Content Management Pioneer■Founded in 1998■HQ: Nashua, NH■Offices in Chicago, Denver, San Francisco,
Sydney, Brussels, London
■270 employees■3500+ customers with over 12,000 sites
running on Ektron
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Agenda
Scott Liewehr, Lead Analyst at Outsell’s Gilbane ServicesDynamic Digital Customer Experiences@sliewehr
Jon Miller, Vice President, Marketing at MarketoLead Nurturing and Relationship Development@jonmiller2
Tom Wentworth, Chief Marketing Officer at EktronConnecting Content to Revenue@twentworth12
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Dynamic Digital Customer Experiences
Scott Liewehr | Lead Analyst, WCM PracticeOutsell's Gilbane Services
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Outsell’s Gilbane Services
• Analyst and consulting firm focused on content technologies
• Market and buyer education, research and consulting
• 20+ year track record, with 200+ client projects and experience of 100+ vendors
• Offices in the US (Cambridge and Burlingame) and UK (London)
• Annual Gilbane Conference
Web content management
Collaboration & social media
Content globalization
Enterprise search
Digital publishing
XML content & technologies
RESEARCH INSIGHT CONSULTING
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“Engagement occurs when a consumer interacts with a brand, and elects to invest in it physically, financially or
emotionally.”
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Engagement: the most valued currency of the web
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In order to persuade, one must first be able to perceive
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The Engagement Journey
• Brand Experience
Unknown
• Web Experience
Known • Engagement objective
‘Customer’
• Customer experience
Advocate
Awareness Conversion Loyalty Advocacy
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Measuring the Level of Engagement
Understanding the audience and where they are on the journey is a business asset.
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Confusion abound
• Web Content Management• Web Experience Management• Web Engagement Management• Customer Experience Management
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“A customer’s holistic perception of a company and its offerings based on all of the customer’s interactions with
the company…”
Customer Experience Definition
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Customers vs. Prospects
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Digital Customer Experience Hub
WCM
Customer SupportSystem
CRM
ECM
ERP
Email Campaign
Direct Mail
Brand Websites
YouTube Twitter
iPhone Apps
AnalyticsEmail Mgmt
Social Media Mgmt
Market Data
Mobile / Tablet /
TV
PIM
Customer Support
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Lead Nurturing and Relationship DevelopmentJon MillerVP MarketingMarketo@jonmiller2
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Page 17© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Topics
• Buying has changed forever
• How business’s need to evolve
• Lead nurturing / relationship development
• Seed nurturing – listen and engage
Jon MillerVP MarketingMarketo@jonmiller2
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Page 18© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Buying Has Changed Forever
SALES REP SALES REP
BUYER
OLD DAYS: INFO SCARCITY1960s – Recent
TODAY: INFO ABUNDANCE
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Page 19© 2011 Marketo, Inc. Marketo Proprietary and Confidential
The Revenue Cycle
All N
am
es
Pro
sp
ect
&
Recycle
d
Lead
AW
AR
EN
ESS
En
gag
ed
Opportunity
Customer
Sale
sLead
MQLSAL
SQL
Nurturing Database
Marketing SDR
Sales
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Page 20© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Early StageThought leadership and best practices to build brand and awareness
Content Marketing at Every Stage
Middle StageBuyers guides, RFP templates and industry information to help structure research
Late StageCompany-specific information to help evaluate and reaffirm selection
NO
YES
MOSTLYNO
Gated?
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Page 21© 2011 Marketo, Inc. Marketo Proprietary and Confidential
<25% of New Prospects Are Ready for Sales
50%Need Nurturing
25%Sales Ready
25%Disqualified
Source: RainToday
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Page 22© 2011 Marketo, Inc. Marketo Proprietary and Confidential
All N
am
es
Pro
sp
ect
&
Recycle
d
En
gag
ed LeadNurturi
ng
Lead Nurturing Plugs the LeakBuilding relationships with qualified prospects regardless of their timing to buy, with the goal of earning their business when they are ready.
Lead
OpportunityS
ale
sLead
MQLSAL
SQL
ROI: 50% more marketing leads
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Page 23© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Lead Nurturing Relevance
A
B
C
D
1 23
Stages 1. BUYING STAGES• Early (Pre-MQL)• Mid (MQL)• Late (Opportunity)• Customer
2. BUYING PROFILES• Industry: 82%• Role: 67%• Company Size: 49%• Geography: 29%
Get The “Definitive Guide to Lead Nurturing”
http://bit.ly/DGtoLN
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Page 24© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Chart courtesy of Salesforce.comSource: Comscore, July 2011
And Now It’s Changing Again
More than 1 Billion Social Users
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Page 25© 2011 Marketo, Inc. Marketo Proprietary and Confidential
The New Revenue Cycle
Awareness Friend
Traditional Brand
Generating “Like”
Developing Relationships(Email, Social, Offline)
Known Names Opportunity Customer
Pros
pect
Lead
Nurturing Database
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Page 26© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Introducing “Seed Nurturing”
Seed nurturing is the process of building relationships with qualified prospects before you have their contact information.
Listening / Scoring Engaging / NurturingOn Your Site • Anonymous
• Anonymous visitor analysis
• Dynamic content / personalization
Off Your Site• Online media• Social media
• Social data profiles• Listening and social
signals • Facebook Open Graph
• Sharing content (e.g. Facebook Wall, Twitter)
• Retargeting
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Page 27© 2011 Marketo, Inc. Marketo Proprietary and Confidential
Information Availability
• Information Scarcity
• Information Online
• Information Abundance
Marketing Processes
• Brand and Awareness
• All Leads Passed to Sales
• SEO, PPC, Email
• Lead Nurturing • Lead Scoring
• Social and Content Marketing
• “Seed Nurturing”
BeforeGoogle
BeforeSocial
Now
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Connect Content to Revenueby integrating Systems of Experience
Tom WentworthCMO
[email protected]@twentworth12
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Key Challenges
■ Marketing channels have radically expanded from traditional mail and telemarketing to digital ■ Email, social media+networks, mobile
devices+apps, etc.
■ Consumers demand relevancy
■ Marketing teams operate in silos, often due to technology limitations■ Content, Context, and Data live in different
places
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Defining Systems of Experience
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Today, your company probably markets in silos
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Introducing Ektron Digital Experience HubConnecting Systems of Experience
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Ektron Digital Experience HubFor Marketo
■Automatically connect web forms to Marketo
■Personalize web content delivery using lead score and other campaign attributes
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Marketo + Ektron in Action
■Prospect comes to an Ektron-powered website, interacts with the Ekovision 60, and signs up for a newsletter
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Marketo + Ektron in ActionAutomatically Connect Web Forms to Marketo
■Ektron DxH creates a new lead in Marketo, passing all relevant user context
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Marketo + Ektron in ActionRe-target Key Messages using Marketo Lead Scoring
■Visitor behavior is scored by Marketo and offer is automatically re-targeted to visitor
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■Target Content using Marketo data via Ektron DxH
Marketo + Ektron in ActionPersonalize the Website Using Marketo Programs
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Marketo + Ektron in Action
■Target content using any Marketo Lead Attribute and Activity
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Ektron DxH Value Points
■Extend, not replace, existing marketing investments like Marketo, Salesforce, and MS Dynamics
■Connect content and context to cross-channel customer behavior
■Embrace agile marketing by connecting real-time web analytics data to content management processes for quick iteration.
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Resources
■ Slides available now at http://slideshare.net/ektron
■ Webinar recording available shortly on http://ektron.com
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Thank YouScott Liewehr, Lead Analyst at Outsell’s Gilbane
[email protected]@sliewehrwww.gilbane.com
Jon Miller, VP Marketing Marketo @jonmiller2www.marketo.com
Tom Wentworth, CMO at [email protected]@twentworth12www.ektron.com