marketo b2c case study

Marketo B2C Case StudiesPatricia Dowling, Senior Partner Success Manager

What we will cover• B2B vs. B2C Comparison• Keeping Data clean• Engagement• Multi-channel Strategy• Mobile• Social

• B2C Case Study: Portland Trailblazers

• B2C vs. B2B

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Understand the B2C World

B2C• Impulse Purchase – No Man in the

loop• Build the product to suit the prospect

• Nurture to learn more about the prospect and what they want

• Nurture is driven during the early stages

• Preference center drives interest• Loyalty drives to Advocacy• They are PEOPLE!

B2B• A Considered Purchase is made

• Target the prospect who would buy the product

• Nurture Program are all through the buyers journey

• Web activity indicates interest• Brand agnostic • They are Leads!

• Data

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Why is Data important for the future of B2C Marketing?

• Half of surveyed B2C marketers felt that their marketing team currently uses data to effectively learn about and engage with their customers today.* • 72% of marketers agreed that learning to use data

to better reach their customers will be a priority in the next 3-5 years.

*Economist Intelligence Unit survey

• Buyers Journey

B2C Journey

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Cross Channel Strategy

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Mobile

Mobile

Everywhere they are• 68% of consumer email is

read on a mobile device

Push Notification, Social, Location Base

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Web

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Google Analytics Retargeting - Example• Marketo reengaged potential customers at each stage

of the purchase funnel by combining Marketo Real-Time Personalization and Google Analytics.

• The team drove a 10X higher conversion rate compared with traditional display marketing and an increase in conversions across both the B2C and B2B markets.

SEO

Keywords Must:• Extremely relevant to your

business• Frequently searched for• Not overused by your competitors• Powerful enough to convert

someone into a known person!

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Email

A/B Test

EngagementLike Scoring engagement needs to be monitored:• Leverage Champion Challenger

• Monitor Engagement Score

• Confirm Personas are engaged

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Social

Social Authentication

*Gigya – The landscape of Customer Identity

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24/7 Marketo

Leverage Marketo Moments• Lets marketers quickly gauge the

performance of their marketing efforts• Enables Marketers to take action on

any activity in real time • Lets them share results with key

stakeholders

• Portland Trail BlazersNational Basketball Association Sports Team

TrailBlazers Objectives• Targeting:

• Move from a batch and blast to a fan-centric approach.

• Reposition: • Turn Trail Blazers into the Pacific Northwest’s team, not just Portland’s

• Awareness: • Engage fans to showcase full range of events hosted at Rose Quarter venues.

• Growth: • Attract more fans.

Marketo Solution for the Trail Blazers

• Engagement Nurture programs• Sales Insight• Personalisation• Lead Lifecycle

Personalised Emails

Engagement through Surveys

• 75% open rate for Season Ticket Renewals• 9% YOY growth in Season Ticket Sales• Increased Cohesion between marketing, analytics and

sales operations.

Thank You!