The Engagement Economy: New Ways To Engage Digital Consumers over Email and Social
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The Engagement Economy: New Ways To Engage Digital Consumers over Email and Social
- 1. The Engagement Economy New Ways To Engage Digital Consumers over Email and Social
- 2. #RevEngine @jonmiller Hi, I’m Jon Miller Subscribe to blog.marketo.com @jonmiller 1. Born in Ethiopia 2. Can dislocate my thumbs at will 3. Studied Physics at Harvard, captain of high- school debate team and newspaper staff 4. My first child was born the same month that we incorporated Marketo
- 8. #RevEngine @jonmiller Example Conversation: Nurturing A B C D 1 2 3 Stages 1. BUYING STAGES • Early (4.1.1 cadence) • Mid and Late • Customer 2. BUYING PROFILES • Industry: 82% • Role: 67% • Company Size: 49% • Geography: 29% Get The “Definitive Guide to Lead Nurturing” http://marketo.com/DG2LN
- 14. #RevEngine @jonmiller More Targeted Sends are More Engaging 0 50 100 150 200 250 300 350 400 100 1000 10000 100000 EngagementScore Email Delivered Source: Marketo research
- 15. #RevEngine @jonmiller Example: Topic of Interest Triggers • Attends event • Downloads content • Click email • Fills out form • Score is changed
- 16. #RevEngine @jonmiller 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%
- 18. #RevEngine @jonmiller ESPs Only Track Email Behaviors For sophisticated targeting rely on technical databases and complex queries.
- 19. #RevEngine @jonmiller But I’m a Marketer, not a Programmer! I can do this myself! No trips to see IT – yay!
- 22. #RevEngine @jonmiller Reach&Engagement SocialLift SocialLift SocialLift SocialLift SocialLift Landing Pages Website Facebook Pages Online Ads Email SocialLift Events Get The “Definitive Guide to Social Marketing” http://marketo.com/DG2SM
- 24. #RevEngine @jonmiller Test & Tune With Social Funnel Metrics JumpStart Tour Referral Results as of 6/13/2013 • 280 participants shared (15%) • 15 qualified for sweepstakes • 144 incremental registrations • 7.4% increase in registrations
- 25. #RevEngine @jonmiller Tweetable Takeaways 1.Nobody wants to get “blasted” – engage consumers in multi- channel conversations 2.The key to relevance is behavioral targeting – market like Amazon 3.Don’t just run social campaigns, make every campaign social @jonmiller