Cómo optimizar el marketing con triggers y reporting en Marketo
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Si quieres saber cómo aumentar el revenue de tu empresa gracias a una estrategia de marketing automation que tenga sentido, este webinar es para ti. En apenas 40 minutos descubrirás cómo hacemos el marketing automation en Marketo: Cómo gestionar tus leads para atraer rápidamente oportunidades interesantes para el equipo comercial Cómo utilizar las métricas de tus programas de marketing para saber qué funciona y dónde invertir para obtener los resultados de revenue deseados Cómo demostrar el impacto del marketing en las oportunidades, el pipeline y el revenue gracias al reporting
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Cómo optimizar el marketing con triggers y reporting en Marketo
- 1. © 2019 Adobe. All Rights Reserved. Adobe Confidential. ¿Cómo lo hacemos en Marketo?
- 2. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Maria-Cristina Iglesias Field Marketing Manager España,Adobe iglesia@adobe.com
- 3. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Redes sociales No dudéis en compartir este webinar en las redes con la etiqueta #mktgnation Sesión de preguntas al final
- 4. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Trayectoria del comprador: evolución 83% of marketers’ report that video is becoming a more important content type for driving businesses 59% of marketers’ report video converts better than other forms of content Antes Ahora
- 5. © 2019 Adobe. All Rights Reserved. Adobe Confidential. La nueva trayectoria del comprador Ahora Antes
- 6. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Objetivos marketing
- 7. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Nurture El lead nurturing es el proceso de construir una relación eficaz con tus clientes potenciales a lo largo del trayecto del comprador
- 8. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Lead Nurturing 79% de los leads marketing nunca se convierte en ventas, habitualmente por falta de nurturing 47% de los leads que han recibido nurture realiza compras mayores que los que no han pasado por el nurture 50% de leads listos para comprar a un coste 33% inferior
- 9. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Contenido durante el recorrido
- 10. © 2019 Adobe. All Rights Reserved. Adobe Confidential. “Watch Video Demo” as the main goal Old Website New Website
- 11. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Reglas de transición
- 12. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Tu página web Cómo utilizar triggers para conseguir 3x de compromiso que con los batch o nurture e-mails
- 13. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
- 14. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
- 15. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Flujo para un e-mail tipo trigger Comportamien to orgánico Trigger Segmentació n Filtro Acción Flow Una persona visita nuestra página de precios La persona: Puede recibir nuestros e-mails No es un cliente Función marketing No ha recibido e-mail en la 1/2h previa
- 16. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
- 17. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Aviso para el equipo comercial… si fuese necesario
- 18. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Resultados de triggers de nuestra página web ➢ 261% más de probabilidad de apertura ➢ 157% más de probabilidad de click to open rate ➢ 833% más de probabilidad de click through rate ➢ 7675% más de probabilidad de oportunidad comercial
- 19. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Abandono del formulario El 30% de las personas volverán para finalizar el formulario si hay algún contenido para ellos
- 20. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
- 21. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
- 22. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Abandono formulario – Smart List = Targets
- 23. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Abandono formulario – Smart Flow = Acción
- 24. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Para hacer bien las cosas… • Perfeccionar tu target con filtros • Enviar un e-mail de tipo trigger • Buscar a los que han abandonado con paid media
- 25. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Reporting Casi el 50% de los líderes marketing afirman que su mayor reto es el seguimiento y la medición de las campañas marketing
- 26. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Reporting Adquisición de nuevos leads Análisis del recorrido del comprador Impacto Marketing / ROI Fase inicial Fase media Fase final
- 27. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Reports fase inicial
- 28. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Reports fase inicial – Análisis de coste del programa • ¿Qué canales traen más leads? • ¿Qué canales traen nuevos leads a menor coste?
- 29. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Ejemplo
- 30. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Reports fase inicial – Análisis de coste del programa
- 31. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Reports fase media
- 32. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Análisis programa de revenue – Nombres nuevos
- 33. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Análisis programa de revenue – Nombres nuevos
- 34. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Análisis programa de revenue – Media de días/fase
- 35. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Reports fase final
- 36. © 2019 Adobe. All Rights Reserved. Adobe Confidential. First touch vs Multi touch FT: Programa de adquisición = 100% del crédito MT: Todos los programas = crédito repartido simétricamente
- 37. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Report fase final – Análisis de las oportunidades del programa
- 38. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
- 39. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Report fase final – Análisis de las oportunidades del programaRevenue / Coste = ROI Revenue / Coste = ROI
- 40. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Ejemplo
- 41. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Maria-Cristina Iglesias Field Marketing Manager España,Adobe iglesia@adobe.com es.marketo.com ¡MUCHAS GRACIAS!
- 42. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Pregunta s
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- When it comes to video marketing, there’s a disconnect. We know that video is important, but how do we quantify the impact of our efforts for this increasingly critical content type? Even though we have trouble proving the impact of video, we know it’s: One of the most engaging content types in our toolbox Already an investment for our organizations &, at the end of the day, we cannot be a modern marketing organization driving our business forward without it There has to be a way to prove and improve impact for a content type that is so critical in: Influencing buying decisions Converting sales Ultimately driving business results & trending towards dominating the world’s internet traffic
- Getting traffic to your site is the first step, but the toughest part is converting these into leads. I’ll go into an example later on in the webinar how we strategically placed video on your website which significantly increased the engagement but web pages with imagery and videos do increase engagement than web pages with just text. Our brains process images more than text. Creating simple, short and specific videos along side the text on the webpage will increase your engagement. Don’t just have an eBook, support this with a vBook (video book). Read out point 2…. Here at Marketo, we have increased the use of video across social and email and changed the way’s we have used it. Again, I’ll show you some examples of this but social and email is an amazing channel to get creative with video. We’ve create create short, simple videos in 10-mins for social and video which doesn’t involve any video production. Has anybody watch the interactive episode on Black Mirror where you could chose your own adventure? This video experience is becoming more and more popular. Viewers can determine and chose their own journey allowing to be more personalized. Our highest converting video is our 4-min demo video and our team are currently working on an interactive video to increase the experience and personalization. After a content piece is downloaded, it is super hard to measure the reader’s engagement with the actual content piece. With the right video analytics, you can see who watched what, how long they watched for, and what they did afterwards. This can be sent straight in to your marketing automation building a history of the prospect viewing behavior. And this is my favorite part – 1-to-1 videos. I’ve had great fun testing this out throughout 2019 and have seen amazing results. Send a personalised 1-2-1 video has a similar impact as meeting the prospect face to face but 1-2-1 video is scalable.
- What role does the content play at each stage of the buyer journey and what are some content type examples within these stage. AWARENESS: So firstly, looking at awareness. Awareness is the attraction phase. The phase where you want to attract the customer and convert it into a marketable lead. The content within the awareness stage should connect with the lead emoutionally, you want ot create that product awareness and give them enough but not too much so encourage them to further research. Some of the content types are inspirational videos, some fun infographic videos, and short and simple videos on topics / pain points. For example, if you have created a great blog, why not create a short simple video that supports this blog but tell the story though a different type of content. CONSIDERATION: So once you’ve attracted the lead, nurtured them and after some time wihtini a much more complex customer journey and also when the time is right, they’ll move to consideration. This is where you educate the lead so it becomes a hot opportunity for the account exuctives. The content you should be around how you can solve their pain points and also product features. You want it to be helpful and don’t scratch the surface with the topic – you must deep dive in. DECISION: The decision stage is the ‘why’ – why the prospect should chose you? It’s much later stage content. You want to ensure you offer value and reassures the prospect for making the thr right deicison. It’s the stage you want to prove the impact of not buying now. Analyst reports, case studies are a great piece of content to reassure the prospect. VIP executive engagement events are a great deal accerator activity along and use personlaised cido incites to drive attendees. Also, 1-2-1 personalized sales activity are also a great way to communicate to create urgency and is scalable. DELIGHT And thenhow to nurture your customer to advocy by using video. You want to ensure they have the high standart of support and
- When it comes to video marketing, there’s a disconnect. We know that video is important, but how do we quantify the impact of our efforts for this increasingly critical content type? Even though we have trouble proving the impact of video, we know it’s: One of the most engaging content types in our toolbox Already an investment for our organizations &, at the end of the day, we cannot be a modern marketing organization driving our business forward without it There has to be a way to prove and improve impact for a content type that is so critical in: Influencing buying decisions Converting sales Ultimately driving business results & trending towards dominating the world’s internet traffic
- When it comes to video marketing, there’s a disconnect. We know that video is important, but how do we quantify the impact of our efforts for this increasingly critical content type? Even though we have trouble proving the impact of video, we know it’s: One of the most engaging content types in our toolbox Already an investment for our organizations &, at the end of the day, we cannot be a modern marketing organization driving our business forward without it There has to be a way to prove and improve impact for a content type that is so critical in: Influencing buying decisions Converting sales Ultimately driving business results & trending towards dominating the world’s internet traffic
- When it comes to video marketing, there’s a disconnect. We know that video is important, but how do we quantify the impact of our efforts for this increasingly critical content type? Even though we have trouble proving the impact of video, we know it’s: One of the most engaging content types in our toolbox Already an investment for our organizations &, at the end of the day, we cannot be a modern marketing organization driving our business forward without it There has to be a way to prove and improve impact for a content type that is so critical in: Influencing buying decisions Converting sales Ultimately driving business results & trending towards dominating the world’s internet traffic
- When it comes to video marketing, there’s a disconnect. We know that video is important, but how do we quantify the impact of our efforts for this increasingly critical content type? Even though we have trouble proving the impact of video, we know it’s: One of the most engaging content types in our toolbox Already an investment for our organizations &, at the end of the day, we cannot be a modern marketing organization driving our business forward without it There has to be a way to prove and improve impact for a content type that is so critical in: Influencing buying decisions Converting sales Ultimately driving business results & trending towards dominating the world’s internet traffic
- When it comes to video marketing, there’s a disconnect. We know that video is important, but how do we quantify the impact of our efforts for this increasingly critical content type? Even though we have trouble proving the impact of video, we know it’s: One of the most engaging content types in our toolbox Already an investment for our organizations &, at the end of the day, we cannot be a modern marketing organization driving our business forward without it There has to be a way to prove and improve impact for a content type that is so critical in: Influencing buying decisions Converting sales Ultimately driving business results & trending towards dominating the world’s internet traffic
- When it comes to video marketing, there’s a disconnect. We know that video is important, but how do we quantify the impact of our efforts for this increasingly critical content type? Even though we have trouble proving the impact of video, we know it’s: One of the most engaging content types in our toolbox Already an investment for our organizations &, at the end of the day, we cannot be a modern marketing organization driving our business forward without it There has to be a way to prove and improve impact for a content type that is so critical in: Influencing buying decisions Converting sales Ultimately driving business results & trending towards dominating the world’s internet traffic
- When it comes to video marketing, there’s a disconnect. We know that video is important, but how do we quantify the impact of our efforts for this increasingly critical content type? Even though we have trouble proving the impact of video, we know it’s: One of the most engaging content types in our toolbox Already an investment for our organizations &, at the end of the day, we cannot be a modern marketing organization driving our business forward without it There has to be a way to prove and improve impact for a content type that is so critical in: Influencing buying decisions Converting sales Ultimately driving business results & trending towards dominating the world’s internet traffic
- When it comes to video marketing, there’s a disconnect. We know that video is important, but how do we quantify the impact of our efforts for this increasingly critical content type? Even though we have trouble proving the impact of video, we know it’s: One of the most engaging content types in our toolbox Already an investment for our organizations &, at the end of the day, we cannot be a modern marketing organization driving our business forward without it There has to be a way to prove and improve impact for a content type that is so critical in: Influencing buying decisions Converting sales Ultimately driving business results & trending towards dominating the world’s internet traffic