This document discusses how marketers need to shift from campaigns to conversations by engaging customers through relevant, conversational, coordinated, and strategic communications across channels. It emphasizes building trust with subscribers through opt-in processes, using behavioral targeting to increase relevance, and applying analytics to measure impact and optimize marketing investments. The goal is to transform marketing from isolated campaigns into a complete system of ongoing customer dialogs.
3. #RevEngine
Leaderin cloud-based marketing software
>3,000 customers in 36countries
>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)
6. #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
9. #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”
11. #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
17. #RevEngine
The Key to Relevance is Behavioural Targeting
Tactics to Increase Email Engagement
18. #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%
20. #RevEngine
What is an engaging
conversation?
• Listens and adapts
• Communications
flow one to the
next
21. #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
37. #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
38. #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
40. #RevEngine
Marketo EMEA Ltd.
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Direct: +353.1.242 3000
blog.marketo.com
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LIZ SMYTH
Director Marketing
lizs@marketo.com
@lizsmyth
Contact Me
Marketo.com/resources