1. Engagement marketing: build
brand awareness, earn trust,
and grow loyalty
Riaz Kanani
Operations Director
Profusion
Ray Coppinger
Online Marketing Manager
Marketo
Merinda Peppard
EMEA Marketing Director
Hootsuite

2. What is Engagement Marketing?
Ray Coppinger (@raycop), Online Marketing Manager EMEA
@marketo

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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Marketing Worlds are Converging
Lead, Opportunities,
Customers, Demand
Generation, Funnel,
Revenue, Sales Cycle,
MQLs, SQLs
Brand, Loyalty,
Audience, Engagement,
Reach, Frequency,
Monetization, ROAS,
CLTV
Business Marketer Consumer Marketer

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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
How can B2B and B2C Marketers…..
… build deep, enduring relationships with our
customers …
… at an individual, personalised level …
… through engaging experiences …
… tied together across channels and time …
… at scale …
… to drive conversions they care about …
… and get insight into spend and effectiveness …

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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Engagement is Connection

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Engagement is Commitment

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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Engagement is Action

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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Engagement Marketing attempts to genuinely
connect prospects and customers with a company by
“engaging” them in a two-way dialogue.
Engagement Marketing places emphasis on the
creation of valuable relationships and encourages
both parties to see mutual advantage in that
relationship.
Engagement Marketing Defined

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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
1. It supports the creation of relationships with
individuals which can help them to make a
purchase decision and beyond sale, makes
them loyal, repeat customers.
2. It cultivates advocates who will build your
position as a thought leader and improve your
image in the market.
3. By focusing on relevance, 1:1 communication
and multiple-channels – engagement
marketers have a greater chance of not
being filtered or ignored by those they want
to connect with.
Why is Engagement Marketing important?

10. Engagement marketing:
Using data science to go further

11. 72hrs of you tube video
571 new websites
100m new emails
277,000 tweets
.. created every minute

12. The age of context

13. Channel agnostic

14. A clear picture?

15. What should you think about?

16. What do you know?

17. Fast data versus slow data

19. Engagement scoring
Source: Miu

20. What we
speak about
becomes
the house
we live in
- Hafiz

21. › Think about the touch points with your customers
across the various channels
› Start with what you know
› Use slow data to better understand your customers
to then tailor more messaging to more customers
› Do start slow
› Be careful about how your communicate
Key takeaways

22. Thank you

23. Always Be Relevant.
Raymond Coppinger (@raycop), Online Marketing Manager EMEA
@marketo

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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
The Importance of being…Relevant
Impersonal and poorly timed messages make
your prospects/customers think, You don’t know
who I am. You don’t know what I want.

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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
This is the butcher shop my Grandfather was a
customer of for 40 years. The butcher knew a huge
amount about my Grandfather…

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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
He also knew what he did, like follow the
local club every Sunday. This allowed him
to create experiences for my Grandfather.

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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Why am I telling you this?

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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
It demonstrates the power of
knowing your customer, all the
way from who they are, what
they like and critically WHAT
THEY DO…

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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Slide 1: Behavioural Segmentation
• TBD
“It’s not who I am underneath
but what I do that defines me.”
Batman says it best…

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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Beyond Demographics…
To be truly relevant, you not only have to know the
demographics (and in some cases the firmographics)
of your audience, but critically how they behave.
• Gender
• Age
• Geography
• Income
• Interests
• Job title
• Industry
• Company size

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Behavioural Targeting: Key to Relevance
Tactics to Increase Email Engagement

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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Example: Topic of Interest Triggers #1

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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Example: Topic of Interest Triggers #2

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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Standard Nurture Behaviour-Based 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%
Behavioural Targeting: The Impact

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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
How to target based on Behaviours
Email Social Website
Which emails did a consumer
open and/or click on?
Did a consumer mention
your company on Twitter?
Did a consumer visit your
website? If so, how
recently?
Which emails did she NOT open
and/or click on?
Did she navigate to your
site from Facebook?
What content did she
download or view?
Which type of offer does she
respond to most often?
Did she share one of your
messages?
What keywords were used
to navigate to your site?
How long ago was her last
interaction with an email —
three days, three weeks or three
months?
Did she comment on one
of your blog posts?
How long did she stay on
your website?
Who responds frequently, who
rarely interacts?
How many pages did she
view while there?

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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Listening & Responding to Behaviours

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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
A colleague bought a
pair of jeans called “Jet
Blues” on Bonobos.com
and they sent him an
email referencing the
purchase of these jeans
and suggesting a shirt
to go with them.
Simple. Relevant.
Effective.
Behavioural Targeting in Action

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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Content + Context = Relevance
What
Where
How
Why
When

39. Adopt new technologies effectively or face competitive obsolescence.
A study by MIT Sloan Management Review and Capgemini Consulting

40. Tip 1: Tailoring your customer engagement
TWITTER
BLOG
GOOGLE+
LINKEDIN
YOUTUBE
FACEBOOK
INSTAGRAM
PINTEREST
SLIDESHAREZENDESK

41. Tip 2: Empowering your team

42. Create Distribute Engage Measure Amplify
Content Engagement Paid Initiatives
Tip 3: Create Great Content

43. "Most self-promotions
are works of
attention-seeking
desperation. This one's
practically a work of art.”
–Adweek
Game of Social Thrones

44. Results:
750,000+ YouTube views
Media pick-up by: Mashable, TIME, Adweek,
FastCompany & AdAge

46. i
Results:
115,000 total views
10,000+ shares generated through our blog,
SlideShare, Facebook, Twitter, Google+,
as well as our Social Media Today syndication
and LinkedIn channel

47. Thought Leadership

48. Results:
6,000+ click-throughs to hootsuite.com on the day
the article was published
Mobile app had a 78% bump in downloads

49. Be the show –
Not the commercial
Tell stories with heart
Content Tips
Let personalities shine

50. Social Engagement Results
Growth in
blog traffic
since 2012
Of blog
traffic comes
from social
Of unique
page views to
landing
pages driven
by social
Contact sales
form fills
driven by
social
450% 50% 19% 31%

51. @Hootsuite_UK
@Peppard
merinda.peppard@
hootsuite.com
Short link:
ow.ly/ywB4F
Get in Touch:

52. Summary
Ray Coppinger (@raycop), Online Marketing Manager EMEA
@marketo

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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
#1
#2
#3
#4
#5
Demographic Behavioral Segmentation
Mass Advertising 1:1 Communication
Point in time Blasts Continuous Relationships
Limited content across isolated
channels
Deep content across integrated
channels
Intuitive decision making Data-driven automation
Summary

54. Thank you!

55. Q&A
Riaz Kanani
Operations Director
Profusion
Ray Coppinger
Online Marketing Manager
Marketo
Merinda Peppard
EMEA Marketing Director
Hootsuite