The Engagement Economy: New Ways To Engage Digital Consumers over Email and Social
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Transcript of The Engagement Economy: New Ways To Engage Digital Consumers over Email and Social
#RevEngine @jonmiller
Hi, I’m Jon MillerSubscribe to blog.marketo.com
@jonmiller
1. Born in Ethiopia2. Can dislocate my thumbs at will3. Studied Physics at Harvard, captain of high-
school debate team and newspaper staff4. My first child was born the same month that
we incorporated Marketo
#RevEngine @jonmiller
Example Conversation: Nurturing
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Stages1. BUYING STAGES
• Early (4.1.1 cadence)• Mid and Late• Customer
2. BUYING PROFILES• Industry: 82%• Role: 67%• Company Size: 49%• Geography: 29%
Get The “Definitive Guide to Lead Nurturing”http://marketo.com/DG2LN
#RevEngine @jonmiller
More Targeted Sends are More Engaging
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Email Delivered
Enga
gem
ent S
core
Source: Marketo research
#RevEngine @jonmiller
Example: Topic of Interest Triggers
• Attends event• Downloads content• Click email• Fills out form• Score is changed
#RevEngine @jonmiller
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%
#RevEngine @jonmiller
ESPs Only Track Email Behaviors
For sophisticated targeting rely on technical databases and complex queries.
#RevEngine @jonmiller
But I’m a Marketer, not a Programmer!
I can do this myself! No trips to see IT – yay!
#RevEngine @jonmiller
Reac
h &
Eng
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Landing Pages
Website Facebook Pages
Online Ads Email
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Events
Get The “Definitive Guide to Social Marketing”http://marketo.com/DG2SM
#RevEngine @jonmiller
Test & Tune With Social Funnel MetricsJumpStart Tour Referral Resultsas of 6/13/2013
• 280 participants shared (15%)
• 15 qualified for sweepstakes
• 144 incremental registrations
• 7.4% increase in registrations
#RevEngine @jonmiller
Tweetable Takeaways
1.Nobody wants to get “blasted” – engage consumers in multi-channel conversations
2.The key to relevance is behavioral targeting – market like Amazon
3.Don’t just run social campaigns, make every campaign social
@jonmiller