best practice: conversations, not campaigns: the evolution of marketing

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#RevEngine CONVERSATIONS, NOT CAMPAIGNS

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Page 1: BEST PRACTICE: Conversations, not campaigns: The evolution of marketing

#RevEngine

CONVERSATIONS, NOT CAMPAIGNS

Page 2: BEST PRACTICE: Conversations, not campaigns: The evolution of marketing

Conversations, Not Campaigns. Engaging today’s Digitally-Empowered Buyer

Liz Smyth EMEA Marketing Director

@LizSmyth

Page 3: BEST PRACTICE: Conversations, not campaigns: The evolution of marketing

#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)

Page 4: BEST PRACTICE: Conversations, not campaigns: The evolution of marketing

#RevEngine Source: Adbusters, 2011

Page 5: BEST PRACTICE: Conversations, not campaigns: The evolution of marketing

#RevEngine

The Perfect Campaign

Do the right thing

Wait

David Raab, Customer Experience Matrix Blog

Page 6: BEST PRACTICE: Conversations, not campaigns: The evolution of marketing

#RevEngine

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

Page 7: BEST PRACTICE: Conversations, not campaigns: The evolution of marketing

#RevEngine

1. Trustworthy

2. Always Relevant

3. Conversational

4. Coordinated Across Channels

5. Strategic

Page 8: BEST PRACTICE: Conversations, not campaigns: The evolution of marketing

#RevEngine

TRUST

Page 9: BEST PRACTICE: Conversations, not campaigns: The evolution of marketing

#RevEngine

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”

Page 10: BEST PRACTICE: Conversations, not campaigns: The evolution of marketing

#RevEngine

Page 11: BEST PRACTICE: Conversations, not campaigns: The evolution of marketing

#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

Page 12: BEST PRACTICE: Conversations, not campaigns: The evolution of marketing

#RevEngine

Page 13: BEST PRACTICE: Conversations, not campaigns: The evolution of marketing

#RevEngine

The key to getting opt-in is to show the subscriber ‘What’s In It for Me’ (WIIFM)

Page 14: BEST PRACTICE: Conversations, not campaigns: The evolution of marketing

#RevEngine

ALWAYS RELEVANT

Page 15: BEST PRACTICE: Conversations, not campaigns: The evolution of marketing

#RevEngine

When it comes to marketing, nobody wants to get blasted

Page 16: BEST PRACTICE: Conversations, not campaigns: The evolution of marketing

#RevEngine

“Who I am is less important than what I do”

Page 17: BEST PRACTICE: Conversations, not campaigns: The evolution of marketing

#RevEngine

The Key to Relevance is Behavioural Targeting

Tactics to Increase Email Engagement

Page 18: BEST PRACTICE: Conversations, not campaigns: The evolution of marketing

#RevEngine

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%

Page 19: BEST PRACTICE: Conversations, not campaigns: The evolution of marketing

#RevEngine

CONVERSATIONAL

Page 20: BEST PRACTICE: Conversations, not campaigns: The evolution of marketing

#RevEngine

What is an engaging conversation?

• Listens and adapts

• Communications flow one to the next

Page 21: BEST PRACTICE: Conversations, not campaigns: The evolution of marketing

#RevEngine

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

Page 22: BEST PRACTICE: Conversations, not campaigns: The evolution of marketing

#RevEngine

Listening & Responding to Behaviours

Page 23: BEST PRACTICE: Conversations, not campaigns: The evolution of marketing

#RevEngine

OK, why aren’t more marketers doing this?

Page 24: BEST PRACTICE: Conversations, not campaigns: The evolution of marketing

#RevEngine

Page 25: BEST PRACTICE: Conversations, not campaigns: The evolution of marketing

#RevEngine

Page 26: BEST PRACTICE: Conversations, not campaigns: The evolution of marketing

#RevEngine

This is way too complicated.

Page 27: BEST PRACTICE: Conversations, not campaigns: The evolution of marketing

#RevEngine

Creating Conversations at Scale

Page 28: BEST PRACTICE: Conversations, not campaigns: The evolution of marketing

#RevEngine

COORDINATED ACROSS CHANNELS

Page 29: BEST PRACTICE: Conversations, not campaigns: The evolution of marketing

#RevEngine

Page 30: BEST PRACTICE: Conversations, not campaigns: The evolution of marketing

#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

Page 31: BEST PRACTICE: Conversations, not campaigns: The evolution of marketing

#RevEngine

STRATEGIC: BEYOND OPENS AND CLICKS

Page 32: BEST PRACTICE: Conversations, not campaigns: The evolution of marketing

#RevEngine

Page 33: BEST PRACTICE: Conversations, not campaigns: The evolution of marketing

#RevEngine

Apply Science to Content

Page 34: BEST PRACTICE: Conversations, not campaigns: The evolution of marketing

#RevEngine

Track All Touches Across People

Screenshot: Marketo Revenue Cycle Analytics

Page 35: BEST PRACTICE: Conversations, not campaigns: The evolution of marketing

#RevEngine

Track All Touches Across People

Screenshot: Marketo Revenue Cycle Analytics

Page 36: BEST PRACTICE: Conversations, not campaigns: The evolution of marketing

#RevEngine

See Direct Program Contribution to Sales

Screenshot: Marketo Revenue Cycle Analytics

Page 37: BEST PRACTICE: Conversations, not campaigns: The evolution of marketing

#RevEngine

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

Page 38: BEST PRACTICE: Conversations, not campaigns: The evolution of marketing

#RevEngine

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

Page 39: BEST PRACTICE: Conversations, not campaigns: The evolution of marketing

Questions?

@lizsmyth @marketo

Page 40: BEST PRACTICE: Conversations, not campaigns: The evolution of marketing

#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

[email protected]

@lizsmyth

Contact Me

Marketo.com/resources