Engagement Marketing: Winning in the Digital Age - Robin Bordoli
•Download as PPTX, PDF•
38 likes•6,937 views
Robin Bordoli, GM of Consumer Marketing for Marketo, discusses how the key to winning in this digital age is through engagement marketing and shares the amazing capabilities of Marketo's Customer Engagement Platform.
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Similar to Engagement Marketing: Winning in the Digital Age - Robin Bordoli
Similar to Engagement Marketing: Winning in the Digital Age - Robin Bordoli (20)
More from Marketo
More from Marketo (20)
Recently uploaded
Recently uploaded (17)
Engagement Marketing: Winning in the Digital Age - Robin Bordoli
- 1. Engagement Marketing: Winning in the Digital Age Robin Bordoli GM, Consumer Marketing Marketo October 21st, 2014
- 3. You the Marketer Marketo Proprietary and Confidential | © Marketo, Inc. 10/21/2014 Page 3
- 4. Business Marketer vs Consumer Marketer Marketo Proprietary and Confidential | © Marketo, Inc. 10/21/2014 Page 4
- 5. Engage < 1m people vs Engage > 1m people Marketo Proprietary and Confidential | © Marketo, Inc. 10/21/2014 Page 5
- 6. Practitioner vs Leader Marketo Proprietary and Confidential | © Marketo, Inc. 10/21/2014 Page 6
- 7. Acquisition vs Engagement Marketo Proprietary and Confidential | © Marketo, Inc. 10/21/2014 Page 7
- 8. Marketo Proprietary and Confidential © 2014 Marketo, Inc. Page 8 80% Of a customer’s journey today is self directed2 2900 Marketing messages per day vying for your customer’s attention1 87% Of people demand a meaningful experience with a brand3 Today’s Noisy Digital World has Made it Hard 1. SuperProfile 2. Forrester 3. Edelman Research
- 9. So what should a marketer do?
- 10. So what should a marketer do?
- 11. Marketo Proprietary and Confidential | © Marketo, Inc. 10/21/2014 Page 11
- 12. Eat food, mostly plants, not too much
- 13. Build long-term personalized relationships with your customers
- 14. Build long-term personalized relationships with your customers
- 15. Campaign
- 16. “The future is already here. It’s just not very evenly distributed. ” Campaign - William Gibson
- 17. Market like Amazon Marketo Proprietary and Confidential | © Marketo, Inc. 10/21/2014 Page 17
- 18. “Insanity is doing the same thing over and over again and expecting a different result”
- 19. The Key to Winning is Engagement Marketing Engage Customers: 1. As individuals 2. Based on what they do 3. Continuously over time 4. Wherever they are 5. Always directed towards a goal 6. With measurable impact 7. At the speed of digital
- 20. #1 As individuals Marketo Proprietary and Confidential | © Marketo, Inc. 10/21/2014 Page 20
- 21. When it comes to marketing, nobody wants to get blasted Marketo Proprietary and Confidential | © Marketo, Inc. 10/21/2014 Page 21
- 22. Marketo Proprietary and Confidential | © Marketo, Inc. 10/21/2014 Page 22
- 23. #2 Based on what they do Marketo Proprietary and Confidential | © Marketo, Inc. 10/21/2014 Page 23
- 24. Marketo Proprietary and Confidential | © Marketo, Inc. 10/21/2014 Page 24
- 25. Marketo Proprietary and Confidential | © Marketo, Inc. 10/21/2014 Page 25
- 26. Marketo Proprietary and Confidential | © Marketo, Inc. 10/21/2014 Page 26
- 27. #3 Continuously over time Credit Card Mortgage Rates Life Insurance Marketo Proprietary and Confidential | © Marketo, Inc. 10/21/2014 Page 27
- 28. Marketo Proprietary and Confidential | © Marketo, Inc. 10/21/2014 Page 28
- 29. #4 Wherever they are Marketo Proprietary and Confidential | © Marketo, Inc. 10/21/2014 Page 29
- 30. Marketo Proprietary and Confidential | © Marketo, Inc. 10/21/2014 Page 30
- 31. #5 Always directed towards a goal ENGAGE LEARN EVALUATE BUY BUY ENJOY TRUST ADVOCATE OWN USE VALUE RENEW Marketo Proprietary and Confidential | © Marketo, Inc. 10/21/2014 Page 31
- 32. Marketo Proprietary and Confidential | © Marketo, Inc. 10/21/2014 Page 32
- 33. #6 With measurable impact Marketo Proprietary and Confidential | © Marketo, Inc. 10/21/2014 Page 33
- 34. Marketo Proprietary and Confidential | © Marketo, Inc. 10/21/2014 Page 34
- 35. #7 At the speed of digital Marketo Proprietary and Confidential | © Marketo, Inc. 10/21/2014 Page 35
- 36. Marketo Proprietary and Confidential | © Marketo, Inc. 10/21/2014 Page 36
- 37. The Key to Winning is Engagement Marketing Engage Customers: 1. As individuals 2. Based on what they do 3. Continuously over time 4. Wherever they are 5. Always directed towards a goal 6. With measurable impact 7. At the speed of digital
- 38. You need modern innovative technology… CUSTOMER
- 39. … but also your “Trusted Guide”
- 40. Marketing First
- 41. Engagement Marketing Maturity Journey Lifelong & personalized relationships across channels with proven impact at scale Lifecycle Nurturing Intelligent Campaign Workflow Behavioral Personalization Coordinated Planning Coordinated Management Multi-Touch Attribution Personalized conversations across channels with proven impact Behavioral Nurturing Social Share & Sign-on Multi-channel Personalization Continuous conversations across channels Basic Marketing Automation Database Segmentation Basic Customer Scoring Strategic Value Marketing Maturity Point in time single channel campaign optimation Email Marketing Landing Page Creation
- 42. 50,000 Marketers in the Marketing Nation Deepest expertise to drive your long-term success Best Practices Launchpacks & Marketing Sprints Marketo Certification Learning Passports Unparalleled Thought Leadership Marketo Institute Definitive Guides and award winning blog Marketing Nation Summit Marketo Proprietary and Confidential | © Marketo, Inc. 10/21/2014 Page 42 Community 50,000 users User groups in 32 cities globally Marketo University Consultants & Experts Global coverage Outstanding Rated by TSIA Agencies & Preferred Service Partners
- 43. The Key to Winning is Engagement Marketing Engage Customers: 1. As individuals 2. Based on what they do 3. Continuously over time 4. Wherever they are 5. Always directed towards a goal 6. With measurable impact 7. At the speed of digital
Editor's Notes
- The Scream is the popular name given to each of four versions of a composition, created as both paintings and pastels, by the Expressionist artist Edvard Munch between 1893 and 1910. Der Schrei der Natur (The Scream of Nature) is the title Munch gave to these works, all of which show a figure with an agonized expression Isn’t it amazing how he capture the angst of the modern marketer more than a hundred years into the future?
- William Ford Gibson (born March 17, 1948) is an American-Canadian speculative fiction novelist and essayist who has been called the "noir prophet" of the cyberpunk subgenre. Gibson coined the term "cyberspace" in his short story "Burning Chrome" (1982) and later popularized the concept in his debut novel, Neuromancer (1984). In envisaging cyberspace, Gibson created an iconography for the information age before the ubiquity of the Internet in the 1990s.[3] He is also credited with predicting the rise of reality television and with establishing the conceptual foundations for the rapid growth of virtual environments such as video games and the World Wide Web.
- Amazon gets to know me. It has built a relationship Purchases Items you have added to cart, but abandoned “Dwell” times Product ratings Address What your neighbors buy Birthday Sizes: yours + family + friends
- Don’t blast – that doesn’t “feel good”. It hurts.
- McGraw-Hill Higher Ed provides digital learning solutions to universities around the country and abroad. MGH’s CONNECT online learning platform is being used by millions of students and professors globally featuring thousands of courses. MGH wanted to find a way to engage with each student and professor individually to drive adoption of the platform at scale. MGH was able to quickly build hundreds and hundreds of*individual* nurture streams for each of their classes. This is doable with the Marketo platform and simply not do-able with any other product. Marketo’s engagement engine has the ability to ‘get to know you as a person’ (when you want to be contacted, how you want to be contacted, at what times you want to be contacted, etc..) The result was a significant uplift in student engagement. Wonderful example of engaging customers as Individuals
- New Rule #1 is that marketers need to make a shift from demographics-driven marketing to behavior-driven marketing I can tell my friends and colleagues anything I want about how much I am working out, but this Nike device on my wrist actually *knows* and can What I *do* tells you a lot about what my interests and intent are – well before I ever express anything explicitly Think about Amazon in this context – they are playing close attention to what I like and don’t like….not making assumptions about me based on who I am, how old I am, or where I live….it’s that behavior that they are using to think about what will be most relevant and useful to me…<Next slide>
- Kaspersky Lab is a large growing software security vendor based in Russia but with 30 international offices. The company’s products and technologies provide protection for over 300 million users worldwide and more than 250,000 corporate clients globally. They saw a tremendous opportunity to leverage Marketo to drive prospects to purchase, as well as shepherd customers to drive utilization which leads to renewals and advocacy through an automated Loyalty Behavior Scorecard based on scoring. By leveraging the behavioral scoring capability, Kaspersky is able to assess existing customers’ level of engagement and identify those with the highest propensity to buy additional product/services - the system automatically sends renewal messages based on Loyalty Behavior Scorecard. Kaspersky deployed Marketo globally across 50 marketers in North America , EMEA, and APAC marketing teams. They are now driving higher conversion through their Loyalty Behavior Scorecard approach which is providing better qualified leads to their Sales teams and Channel Partners. And increasing both new and renewal revenue/
- We can do it in the way Harvard Business School and many of the other education clients we have do it Think about it – the ‘sales cycle’ or relationship often begins with someone *years* before they ever think of applying to Harvard…and continues for years afterwards By listening and responding to that person based on topics that they find interesting and engaging, Harvard drives up the interaction and ultimately affinity with that person But, a relationship with that person changes dramatically throughout their lifecycle – after they are an applicant, they are a student, and after that, they are an alumnus As alumni, Harvard wants to make sure that they remain engaged, supporting Harvard with time and money That’s what these continuous relationships result in – more applicants, more students and more funds raised – all because they learn over time what’s important to people.
- And that’s what our customer the Economist has been doing Customers interact with them through a multitude of channels. On average 5 channels from the web to LinkedIn, Twitter to webinars to live events They know that @rbordoli is the same person as rbordoli@marketo.com and ‘score’ each of those interactions as part of full picture of me And, then they communicate with me based on a full 360 view of what I --- and every individual customer -- has done across all of those channels This makes every communication highly relevant – resulting in deeper insight into customers and higher conversions
- Palace Sports and Entertainment is another Marketo customer and has two parts to their business. First, they own the NBA Franchise, the Detroit Pistons, Second, they also own two concert venues in Detroit—the DTE and Meadowbrook Amphitheater. Goal: To build relationships that would create customers for life Wanted a partner who shared that philosophy With Marketo: Learned significantly more about their fans – a unified view of what their fans were looking at online, opening in emails, or what they were saying on social networks Personalized outbound marketing at scale based on how each individual behaved - to 3.5 million ticket buyers per year Palace now drives deeper engagement with fans by making the best offers at the right time Understanding the customer’s journey: from occasional fan to season ticket holder, from single season ticket holder to family season ticket holder, from Detroit Pistons fan to regular concert goer. By focusing on the relationship first and the transaction later, they’ve seen a 30% increase in season ticket sales alone =========================== Goal is to provide a positive experience at every touchpoint – from marketing to sales to the ticket takers The better their relationship with each person, the higher the likelihood they can provide a positive experience Over the course of time, a single person may: Buy a single ticket to a Pistons game, season tickets, a concert for themselves, a concert for their kids A customer that has a relationship with the Palace is worth significantly more than a customer who purchased a ticket to a Pistons game But without a relationship, they risked offering something like season tickets at the wrong time, when it would be ignored The Palace has to build relationships with customers that last – continually learning more over time and engaging that person based on where they are in their lifecycle That relationship gives them permission to engage across their events because the recipient knows if it’s coming from the Palace, it’s likely relevant to them By focusing on the relationship first and the transaction later, they’ve seen a 30% increase in season ticket sales alone ------------------------------------------- Additional detail: Palace Sports and Entertainment is an NBA Franchise, the Detroit Pistons, as well as two concert venues in Detroit—the DTE and Meadowbrook Amphitheater. Challenges: Previously used an ESP to batch/blast campaigns Couldn’t target, at scale, the right individual ticket holders with season ticket information Couldn’t target, at scale, people who attended concerts with similar, relevant concert information Didn’t feel they truly understood their customers in a way that could be used in their outbound marketing Goal: To build relationships that would create customers for life Wanted a partner who shared that philosophy With Marketo: Learned significantly more about their fans – a unified view of what their fans were looking at online, opening in emails, or what they were saying on social networks Personalized outbound marketing at scale based on how each individual behaved - to 3.5 million ticket buyers per year Palace now drives deeper engagement with fans by making the best offers at the right time Palace is successfully building relationships that create customers for life Highlights 30% increase year-over-year in season ticket holder sales Deeper understanding of customers and their interests Comprehensive process for continually measuring and improving personalized messages to fans
- Curves International, Inc. is the world’s largest weight loss and fitness club franchise for women Their big challenge was measuring the impact of their digital marketing programs in driving onsite appointments. Increased onsite appointments by 113% after deploying Marketo
- Christiana Care Health System is one of the country's leading health care providers, ranking 16th in the nation for hospital admissions and is the largest private employer in Delaware. While Christiana Care received very positive patient reviews, the company did not have a high level of recognition in the marketplace and was facing threats from competitors. In order to keep their market share and remain competitive and profitable, they needed a solution that could help them move at the speed of digital to respond to the challenges of their marketplace. After deploying the Marketo platform Christiana was able to move at the speed of digital by: cutting down on direct mail and print advertising and replacing them with digital communications Reduced the time to start new digital marketing programs since web landing pages and email campaigns could be created without coding skills Continuously optimize the messaging so they can deliver the right personalized communications to their patients at scale ============ Solution Marketo’s on-demand model, easy integration, ease-of-use, and affordability put it at the top of Christiana Care’s short list. Christiana Care was able to easily fund the purchase of Marketo’s revenue performance management solution just by cutting down on direct mail and print advertising. Beside the costs savings, three other factors set Marketo apart. First, the marketing team immediately saw how easy Marketo was to use. Secondly, they realized how the solution’s Design Studio capabilities reduced the workload burden for web designers since web landing pages and email campaigns could be created without coding skills. Finally, the team learned how Marketo could be used for A/B testing of their marketing content to determine the best campaigns to achieve their marketing objectives. Benefits With Marketo, Christiana Care has been able to save significant costs on advertising dollars, thus lowering the costs of patient acquisition. In fact, they report that for every $1 spent on advertising, Christiana is seeing a $30 gross margin, equating to a 3,000% ROI. Marketo has also allowed the company to expand its brand and efficiently run targeted email marketing campaigns. Further, Marketo has been instrumental in deploying preventative nurture campaigns, which have helped reduce the number of emergency visits. As a result, healthcare costs per patient have dropped while preventative care revenues have increased.
- Why marketing automation/content here
- Add two slides here: Implementation Top things I wish I’d have known in implementation – top 5 things you should know when implementing Screen shots of current emails
- Add two slides here 3 need to knows: Get tech team in early and FORCE them to engage It’s a process – not all or nothing Investment of time/energy Cadillac issue – don’t do it again in a year or two, get a system you can grow into and have a roadmap/plan in place for the next couple years at least so you know what your needs will be
- Add two slides here: Implementation Top things I wish I’d have known in implementation – top 5 things you should know when implementing Screen shots of current emails
- Add two slides here: Implementation Top things I wish I’d have known in implementation – top 5 things you should know when implementing Screen shots of current emails
- Add Source Growth in traffic – in terms of a chart- do another slide