best practice: conversations, not campaigns: the evolution of marketing
Post on 15-Jul-2015
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#RevEngine
CONVERSATIONS, NOT CAMPAIGNS
Conversations, Not Campaigns. Engaging today’s Digitally-Empowered Buyer
Liz Smyth EMEA Marketing Director
@LizSmyth
#RevEngine
Leader in cloud-based marketing software
>3,000 customers in 36 countries
>200 ecosystem partners
>40,000 Marketing Nation community members
>500 employees in U.S., Europe, Australia, Israel
Thought Leader driving the market agenda
Marketo Fast Facts
(MKTO) (Leader)
#RevEngine Source: Adbusters, 2011
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The Perfect Campaign
Do the right thing
Wait
David Raab, Customer Experience Matrix Blog
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We’re bad at this…. And here’s proof
• A typical email campaign…
• 19% Open Rate
• 3% Click-Through Rate
• 0.5% Unsubscribe Rate
• And if this email is “the right thing,”
is a click the right result?
* Representative stats from various email
service provider reports
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1. Trustworthy
2. Always Relevant
3. Conversational
4. Coordinated Across Channels
5. Strategic
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TRUST
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I opened [your email] because I knew it was your weekly email and I wanted to see inside -- the subject had no influence. That’s what happens when you become a trusted resource or an expected one.
--Meryl K. Evans, “Content Maven for Hire”
#RevEngine
#RevEngine
Pros Cons
Implicit Opt-In
• Low effort
• No place for a subscriber to drop the ball
• Quickly leads to a big list
• Consumer has not asked to receive email communications
• Lowest trust and engagement
• May be illegal
Explicit Opt-In • Consumer explicitly requests communications
• No dropped balls
• Time delay between subscribing and first message
• Risk of spambots
Explicit Opt-In With Welcome
• Provides opportunity to engage and set expectations
• If email bounces, you know to filter out that address
• Less effort from subscriber may equal less engagement
Double Opt-In • High engagement – they really want your email
• Filters out spambots
• Subscriber may miss confirmation email = lost subscribers
• They want your email, asking again might annoy them
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The key to getting opt-in is to show the subscriber ‘What’s In It for Me’ (WIIFM)
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ALWAYS RELEVANT
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When it comes to marketing, nobody wants to get blasted
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“Who I am is less important than what I do”
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The Key to Relevance is Behavioural Targeting
Tactics to Increase Email Engagement
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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%
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CONVERSATIONAL
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What is an engaging conversation?
• Listens and adapts
• Communications flow one to the next
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Welcome! Here’s what to expect
Check out this article
Here’s a cool video
See our latest offering
Share this with friends
Here’s what others like!
Happy birthday
Hi, are you ready to buy?
More cool content
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Listening & Responding to Behaviours
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OK, why aren’t more marketers doing this?
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This is way too complicated.
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Creating Conversations at Scale
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COORDINATED ACROSS CHANNELS
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#RevEngine
Rea
ch &
En
gage
men
t
Soci
al L
ift
Soci
al L
ift
Soci
al L
ift
Soci
al L
ift
Soci
al L
ift
Landing Pages
Website Facebook Pages
Online Ads Email
Soci
al L
ift
Events
Integrate Channels…and Engage the Crowd
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STRATEGIC: BEYOND OPENS AND CLICKS
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Apply Science to Content
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Track All Touches Across People
Screenshot: Marketo Revenue Cycle Analytics
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Track All Touches Across People
Screenshot: Marketo Revenue Cycle Analytics
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See Direct Program Contribution to Sales
Screenshot: Marketo Revenue Cycle Analytics
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Transformation of Marketing…
Customer System of Record
REVENUE EFFECTIVENESS Drive conversion to sale
• Prospect Prioritisation • Offer Prioritisation • Social Selling • Productive Prospecting
RELATIONSHIP MARKETING Lifetime dialog with customers based on behaviours and interest
• Nurturing and Scoring • Email Marketing • Targeted Advertising • Marketing Automation • Event Marketing • Customer Engagement
INBOUND MARKETING Ensure potential customers can find you • Content Marketing • SEO / SEM • Social Campaigns • Landing Pages
ANALYTICS & MEASUREMENT Understand impact of marketing and optimise marketing investments • Budgeting & Planning • Spend Analysis • Cross-program Allocation • Opportunity Analysis • Revenue Attribution
…REQUIRES A COMPLETE PLATFORM
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Additional Resources
The Definitive Guide to Engaging Email http://marketo.com/Email-Marketing
The Definitive Guide to Marketing Metrics & ROI http://marketo.com/DG2MM
The Definitive Guide to Marketing Automation http://marketo.com/DG2MA
Questions?
@lizsmyth @marketo
#RevEngine
Marketo EMEA Ltd.
Cairn House
South County Business Park
Leopardstown,
Dublin 18, Ireland
Direct: +353.1.242 3000
blog.marketo.com
www.marketo.com
LIZ SMYTH Director Marketing
lizs@marketo.com
@lizsmyth
Contact Me
Marketo.com/resources
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