the fatal flaw of the engagement economy - synthio€¦ · for b2b marketers, your audience is your...
TRANSCRIPT
The Fatal Flaw of the Engagement EconomyHow Incomplete & Inaccurate Data is Hurting B2B Marketers
Housekeeping Items
a
Recording will be provided after the live webinar
Questions? Use chatbox on your right
dPosting to social? Use our hashtag #oktowebinar
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Ben Green
● VP Operations at Oktopost
● Fun fact: Love the beach!
● Twitter: @bnkg99
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Jamie Walker
● Director of Marketing at Synthio
● Fun fact: Spinning Instructor
● Twitter: @jamiemopa
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Today’s Agenda
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1 Introducing the Engagement Economy
2 Who your audience is? The role of contact data in reaching your audience
3 What your audience is interested in? Utilizing social data for deeper segmentation
4 Connecting data back to the Engagement Economy
1. Engagement Economy
● Coined by Marketo
● Everyone and everything is connected
● A shift in the relationship between buyers and
sellers
● Engage with all the stakeholders in a business, not
just the customer
● Only the “digital native” companies survive
● Success hinges on building personalized,
authentic relationships with your customers
What is the Engagement Economy?
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Now more than ever, the only way to win the heart and mind of your customer is to consistently deliver authentic and personalized experiences.”
Steve Lucas, Marketo CEO
Leverage as many data
points as possible from
your website, email, and
social media networks.
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Engagement Economy
Data
Data is the core of the Engagement Economy
Social Media is a Critical Engagement Channel
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Source: State of Engagement Report, 2017
As we move towards
personalized & authentic
messaging, it’s important to
have complete, accurate
data
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Data is the core of the Engagement Economy
Engagement Economy
Data
2. Who your audience is? The role of contact data in reaching your audience
B2B marketers are chasing a moving
target, making it difficult to keep contact
data fresh
● Transient workforce (the average
CMO moves jobs every 42 months)
● Job promotions
● Basic information on prospects
constantly changes
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In order to stay in front of your
audience, you need the most
accurate, complete contact data
possible.
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Two types of data that marketers need to increase engagement:
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Profile(Contact) Data
Behavioral Data(Social Media)
● Contact data falls into the category of
demographic, firmographic, and
technographic data
Demographic
Firmographic
Technographic
The role of contact data in audience engagement
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● The rise of technology has
made the market more
saturated with content and
marketing messages than
ever before, making it
harder to engage your
audience
The role of contact data in audience engagement
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● The more you can personalize your
communication, the higher the
chances of connecting with someone
The role of contact data in audience engagement
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● By enriching your firmographic and
technographic data, you can have
more sophisticated conversation
with your audience
● You can tailor content and
messaging to make your offer more
relevant, which means they are
more likely to engage with you
The role of contact data in audience engagement
Mark ZuckerbergCEO & Chairman
Gender: MAge: 33Location: Palo Alto Company: Facebook
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Enriching
In order to best target your audiences and contact databases, you have to know as much
about them as possible:
Mastering clean contact data
AppendingCleansing
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● Stay ahead of the B2B race
● Meet people where they are, not where they were
● Stop Emailing Dead Emails
Mastering clean contact data
Cleansing
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● For B2B marketers, your audience is your
most important asset
● Data appending & enriching enables you
to enrich your existing contact data with
up to 50+ fields of additional data
● Fill in the white space in your database
and enhance your contact data for a
more complete picture of your prospect
Mastering clean contact data
Appending Enriching
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3. What your audience is interested in? Using social data for deeper segmentation
In the Engagement Economy...In a Normal Economy...
● Using marketing automation, you
divide your lead database into
different buckets in order to deliver
more dynamic and relevant content
So what is segmentation?
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Some basic ways to segment leads:
● Geography: dividing leads based
on the country or region they live in
● Language: dividing leads based on
the language they speak
So what is segmentation?
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● Company Size
○ Start-up (1-200)
○ Mid-market (200-1,000)
○ Enterprise (1,500+)
So what is segmentation?
Company Size
Mid-marketStart-up Enterprise
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Social data = behavioral data
● Behavioral insights and information collected
from prospects and customers’ social media
activity
● Build a profile around audiences’ social
engagement for better tailor of content and
messaging.
Using social data to segment your audience
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● Interests: If Katie is frequently clicking on
posts about ‘Email Automation’, she will be
placed in an ‘Email Automation’ segment
where she will receive more relevant
content.
Using social data to segment your audience based on content topics
Email Automation
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● Buying Stage
Using social data to segment your audience based on content topics
Brand Awareness(Cold Lead)
Lead Generation(Warm Lead)
Sales Conversion(Hot Lead)
TOFU
MOFU
BOFU
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Using social data to segment your audience based on content types
CURATEDAggregated from external sources
OrganicCreated by your
company
ADVOCACYShared by your
employees
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Using social data to segment your audience based on social networks
80% of B2B leads came through LinkedIn
13% of B2B leads came through Twitter
7% of B2B leads came through Facebook
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● Engagement Type: Is your audience
clicking, liking, sharing or converting
from your social content?
Using social data to segment your audience based on engagement type & frequency
VS.
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● Engagement Frequency: How often
does your audience engage with
your content?
Using social data to segment your audience based on engagement type & frequency
VS.
1 click a month
5 clicks a week
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1. Engage via Email: Crafting emails with
content that is tailored to each audience segment.
Ways to use social data to engage your audience
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2. Engage via Ads: Using the social and
contact data, marketers can serve ads to
specific audience segments. Ads can be
tailored based on the topic-of-interest and
buyer readiness.
For example:
Interested in ‘Lead Scoring’ + ToFu
Ways to use social data to engage your audience
Ad
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3. Engage via Social Outreach:
Sales using social data to personalize
their conversations with prospects.
Ways to use social data to engage your audience
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4. Connecting data back to the Engagement Economy
● The Engagement Economy is all about having meaningful connections with
the right audiences.
● To do that, we need complete and accurate contact data and social data
○ Contact data → WHO are audience is?
○ Social data → WHAT they’re interested in?
● By segmenting your audience properly, you can better tailor a content
experience that’s personalized to their needs, interests, and stage of the
buyer journey.
Connecting data back to the Engagement Economy
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Questions?
