The Customer Journey: From Acquisition to Renewals

© 2014 Marketo, Inc. Marketo Proprietary and Confidential

Jeff McCollum, CAKEAdam Corey, TealiumMike Stocker, Marketo


• SaaS Marketing Technology Company

• Tracking, Attribution & Reporting

• 450+ Customers

• 5 Billion+ Consumer Actions per Month

CAKE Introduction


Marketing Intelligence Challenge

“84.6% of performance marketers believe their company lacks the appropriate tools or technology to get the job done correctly. Some 82.2% do not have the ability to measure cross-channel performance or return on investment.”

-Laurie Sullivan, Multichannel Marketing


ATTRIBUTION: Tracking & Analytics

OPTIMIZATION: Multi-channel Targeting

INTEGRATION: Marketing Automation, etc.

Marketing Intelligence provides deep insights across the customer journey by measuring cross-channel cost and performance

Understanding Marketing Intelligence


Customer Journey: Tracking & AttributionPerformance Tracking Channels

Affiliate Search

Social

Video

ShoppingEmailMobile

Display

Attribution


Marketing Intelligence

Customer Journey

Customer Acquisition

Display A

ds

Mobile A

ds

Lead Form

s

ECommerce

Affiliates

Search

Social A

ds


Marketing Automation


Customer Nurturing


Display A

ds

Mobile A

ds

Lead Form

s

ECommerce

Affiliates

Search

Social A

ds

Customer Journey



CustomerRelationshipManagement


Sales Qualified Customer

Customer Nurturing


Display A

ds

Mobile A

ds

Lead Form

s

ECommerce

Affiliates

Search

Social A

ds

PURCHASE

Customer Journey



CustomerRelationshipManagement


Sales Qualified Customer

Customer Nurturing


Display A

ds

Mobile A

ds

Lead Form

s

ECommerce

Affiliates

Search

Social A

ds

PURCHASE

Cus

tom

er L

ifetim

e V

alue

Customer Journey


LegalZoom & CAKE

Email

Display

Social

• CAKE Managing Publisher and Partner Relationships

• Managing SKU level tracking, reporting and payout


LegalZoom & CAKE

Email

Display

Social

Customer Inquiry Form



LegalZoom & CAKE

Email

Social

Display


Customer Nurturing


LegalZoom & CAKE

Email

Social

Display

Customer purchases LLC to start a new business


Customer Nurturing


LegalZoom & CAKE

Email

Social

Display

Customer applies for AMEX Corporate card


Customer Nurturing


Customer Journey Insights

1. ARPU – Average Revenue Per User • LLC purchase and AMEX commission

2. LTV – Life Time Value• Customer continues to purchase

o Patent Searches o Trademarkso Real Estate Lease docs. Etc.

3. ROI – Return on (Digital) Investment• Compare costs to value


Summary

• Automate digital spend tracking, attribution & reporting

• Marketing Automation for nurturing

• Conversion tag management to tie it all together


The Multi Channel Issue Opportunity

• Customers interact across channel in a non-linear way• Their intentions vary by visit: Discovery, research,

purchase, re-order, support, etc.


The Multi Vendor Issue Opportunity

• Marketers need multiple vendors and technologies to achieve marketing goals

• This results in lots of integrations and lots of data silos• 73% of marketers have 2-7 applications that generate data

Sour

ce: E

cons

ulta

ncy

Surv

ey,

June

201

4


Orchestrating Vendors and Channels• Universal Data Layer defines

your data points on web and mobile

• Tealium Tag Management loads and distributes data to CAKE and Marketo

• AudienceStream enriches that data with lifetime site behaviors


What Are My Customers Trying To Do?• Customer actions on web and mobile can inform your

marketing programs• “Sort by Price” = Price sensitive customer• Reading product reviews = In research mode• Abandoned conversion = Purchase intent

• But you have to connect the dots• 42% of small companies and 28% of larger companies

have no unified view of their customers• Half of marketers say unified view is key to long-term success

Sour

ce: E

cons

ulta

ncy

Surv

ey,

June

201

4


Unified Marketing Example: Ancestry.com• Create a truly unified view of the customer across all

channels• Extend transactional messaging to new channels,

leveraging the best channel for each customer• Ensure a more consistent approach to messaging

across:• Core on-site experience• Email• Display advertising• Offsite social


Before: 24-48 hours

FTPBIT

Web Analyt

ics Tool

Web Analytics

Data Feed

Rest API

Marketing Segmentation

Tool

Email Service Provider

Onsite Display Ad Server

Offsite Display Platform

Processing


Importance of Low-Latency Marketing

0-1 Hour 1-3 Hours 3-4 Hours 24+ Hours

60%

16%

8%

5%

Incremental Abandon Cart Volume By Messaging


After: 3-4 seconds

DataEmail Service

Provider

Onsite Display Ad Server

Offsite Display Platform


What it looks like…Email On-Site Display

Off-Site Display

Social


Summary

• An integrated approach to vendor technologies, channels and data is the foundation for unified marketing

• Listen for audience events, triggers and behaviors to understand customer intent

• Bridge real-time / right-time messaging across all channels


High level topics

• Marketing is Converging • Think continuous discussions • Understand Behaviors and Context • Lifecycle marketing and nurturing is key- It’s easier to

keep and grow a customer than to always acquire new customers!


Business Marketer

Consumer Marketer

Leads,Opportunities,

Customers, Demand Generation, Funnel,

Revenue, Sales Cycle, MQLs, SQLs

Brand, Loyalty, Audience, Engagement,

Reach, Frequency, Monetization,

ROAS, CLTV


How does my marketing team… … build deep, enduring relationships with our customers …… at an individual, personalized level …… through engaging experiences …… tied together across channels and time …… at scale …… to drive conversions I care about ...… and get insight into spend and effectiveness?

Consumer Marketer

Business Marketer


Campaigns Continuous Conversations

THEN NOW

Demographic Targeting Behaviors and Context

One Size Fits All Every Interaction Personalized

Arts and Crafts Marketing Marketing as Driver of Sales

Guess and Test Smart Acquisition


Continuous Conversations


What is an engaging conversation?• Listens and responds• Communications

flow one to the next


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


A Good example of an ongoing conversation:

I purchased pants called “Jet Blues” on Bonobos.com and they sent me an email referencing that prior purchase and suggesting a matching shirt.


Lifecycle

Marketing


Relationship Marketing

Acquisition• Focus: Accelerating lead to

opportunity conversion

Customer• Focus: Customer retention

and crosssell / up-sell. Increase ARPU and LTV.


It’s not just about acquisition – It’s about the Customer Journey


50% 30% 20%Individual

Personal

Durable

Directed

Focus on Engagement


Individual


Personal


Durable

Mobile Phone Internet Service Family Plan


BUYEVALUATELEARNENGAGE

Directed

TRUSTENJOYBUY ADVOCATE

RENEWVALUEUSEOWN


Questions?

The Customer Journey: From Acquisition to Renewals

Technology

Transcript of The Customer Journey: From Acquisition to Renewals