Innovating in the Era of Engagement
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Check out this on-demand panel discussion to discover how to keep up with the pace of innovation and optimize customer engagement at your enterprise organization!
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Innovating in the Era of Engagement
- 1. Innovating in the Era of Engagement November 5, 2014
- 2. Quick Housekeeping • Chat box is available if you have any questions • There will be time for a Q&A at the end • We will be recording the webinar for future viewing • All attendees will receive a copy of the slides and the recording of today’s webinar • Twitter hashtag: #LaunchPoint Marketo Proprietary and Confidential | © Marketo, Inc. 11/5/2014 Page 2
- 3. Cameron Uganec Director, Marketing & Communications HootSuite Brian Ludwig SVP, Sales Cvent Jesse Noyes Sr. Marketing Director Kapost Shyna Zhang Sr. Product Marketing Manager Marketo
- 4. Agenda Engagement Marketing Eliminating Silos Technology as an Enabler Tangible Takeaways
- 5. Isabella – the newest Disney Princess! Marketo Proprietary and Confidential | © Marketo, Inc. 11/5/2014 Page 5
- 6. Engagement Marketing Build personalized, meaningful & lifelong relationships Engage People: • As individuals • Based on what they do • Continuously over time • Directed towards an outcome • Everywhere they are
- 7. Lifelong relationships Build durable relationships that drive long-term retention, loyalty, and advocacy Engagement Marketing Journey Personalized conversations across Continuous campaigns channels Strategic Value Engagement Marketing Maturity Point in time single channel campaigns Scale marketing efforts through automation Quickly execute targeted campaigns Communicate with people as individuals wherever they are
- 8. CEO’s Top Priority is Growth
- 9. Favorite Reads • Six Pixels of Separation • The Content Marketeer • HootSuite Blog • 5 Strategies to Increase ROI for Marketing Events • SaaSTr
- 10. Marketing Moving Away from a Siloed Approach CRM System © 2014 Marketo, Inc. Marketo Proprietary and Confidential Event Mkting Web Analytics Create a Unified Customer Experience across web, social, and in person events
- 11. Technology is the Enabler Provides data and insight for organization to rally around
- 12. Tangible Takeaways • Invest in an Employee Advocacy Program where you empower all of your org to be brand ambassadors through social • Embrace Integration Across Solutions – one system doesn’t fit all • Leverage Engagement Marketing Strategies to build personalized, meaningful and lifelong relationships with people using A,B,C,D,E
- 13. Q&A @cameronu bludwig@cvent.com @noyesjesse @shynazhang Marketo Proprietary and Confidential | © Marketo, Inc. 11/5/2014 Page 13
- 14. Thank You! November 5th, 2014
Notas del editor
- Shyna Intro & Welcome
- Shyna welcome & Intro Who you are, your role + Question to each person – What is one thing that we wouldn’t know by looking at your LinkedIn profile?
- Shyna Intro & Welcome to Stephen
- Product Launch: Disney is launching a new princess movie: Isabella, the Forest Queen. Disney is targeting children between the ages of 5- 15 globally and parents as well CTA is to watch the movie at local theater, buy the paraphilia, come to the theme parks Integrate B2B (retailers, theaters, stores) & B2C (awareness for end consumer) story Kapost, given your thought leadership around helping Enterprises drive scale around product launches and scale – how would you work with Disney to get the most scale of Isabella launch? Approach with a content pillar in mind: This is where you develop one large asset that serves as the pillar of an integrated, multi-discipline and multi-channel campaign. In the case of Disney, let’s think about all the segments they need to serve: consumers, theaters, retailers, etc. Here’s an example of how Disney could use a content pillar to support promotion among retailers and theater owners. The pillar is a microsite, updated weekly, featuring “interviews” with the characters of the film. The CTA is to watch the film, but also to preview a touring show is Isabella’s forest at retailers in the top 10 markets at select retailers. There, customers can pick up a variety of toys related to the film and receive a discounted pass to the theater. Meanwhile, attendees to the film get a “pass” to pre-order the DVD in advance. The painpoints, and what using tools for planning and distribution helps solve, is a lack of visibility around scheduling for each asset across the different teams. Campaigns are done in a one-off manner. Communication is fragmented. Planning, producing and distributing the various assets of the campaign in one central platform solves this. HootSuite, let’s say that Disney has done some extensive research on their personas and recognize that social is one of their most impt channels – how would you work with Disney to optimize their social presence? Integration of social Social from silo to integrate into campaign (lifecycle marketing) Examples Social is everything that we do Internal marketing transformation Cvent – Every princess loves a party – what are some of the tactics and best practices on how Cvent could partner with Disney to optimize their event strategy? Registration & Purchase Set up event calendar of all the upcoming princess parties Each event has a website and reg form. Details around location and special stuff happening at that event are detailed. Make events available via search engine optimization Marketing in multiple channels online – we know where registrants came from to invest more or less in that channel. Families will have the ability to pre-register to attend the party through our solution. First 100 attendees, under 15 years of age, at each location will receive a Disney Isabella special edition toy Set capacities and waitlists at each Disney store or party location Ability to pre order a DVD copy of the movie during registration Purchase tickets to the theme park at a discounted rate during registration Share names and emails of others that would have interest – they get invite with Mary’s name associated with it – more likely to open After registration – social share options pop for her to share via facebook, linkedin, and twitter. After registration – confirmation emails with details of who registered, how many people in party, modification, cancellation, add to calendar. Hit button to add QR code from confirmation email into Passbook on your iphone. On-site People show up with email, printed doc, or passbook and we can scan them with OnArrival onsite check in app. If we wanted to print Disney Princess Isabella name badges that could happen automatically via a wireless print after checking the person in. No staff for check in – put ipad on a counter and allow for people to self check-in or register as new onsite. On-site mobile check in using OnArrival at each location On-sites sales of Disney paraphernalia during check in process via On-Arrival. Credit card swiper. Distribute special edition toys to first 100 attendees to show (tracked live via OnArrival which gives current counts across all mobile devices being used for check in) Experience Encourage attendees to take pictures at the event and use designated hashtag and share via twitter or instagram: #DisneyPrincessParty Display pictures via SocialWall throughout the event Contest: best Princess picture wins an all-expense paid trip to Disney theme park of their choice Post Event Survey attendees regarding the event experience Stay in touch with special offers for those who attended
- Q1: Marketing is shifting from talking at people, and focusing on transactions, to engaging with people – building meaningful, life-long, and personalized relationships. At Marketo, we call this engagement marketing. What are some of the best practices that your team has partner with Enterprises to leverage the engagement marketing strategy? *Please include pocket stories with specific examples, include Global Deployment examples if possible* Jesse (Kapost) – Our whole approach is that enterprises need to establish content marketing operations within their organizations. This isn’t about creating another department, but a cross-functional and cross-channel approach to marketing where content serves as the center of the relationship between buyers and sellers. That means it’s all about creating content experiences where ongoing engagement is first and foremost. But doing this requires a shift in mindset, from producing primarily product-centric content to buyer-centric content - something that more than 80% of marketers agree is a priority but only 23% consider themselves advanced. A great example of producing this kind of marketing is our client Intuit. They created this multi-prong strategy to reach owners of restaurants. Rather than simply push their accounting solutions, they created a multi-dimensional website that had articles on just about every conceivable topic that would interest a current or potential restaurant owner. Additionally, they had a calculator to help determine hidden costs of starting a restaurant. And it also includes advice from other restaurant owners. This is a concept they plan to rollout to multiple verticals they serve. But this kind of engagement can’t be done just by pushing product. It’s been a success so Intuit plans to unveil across multiple verticals. Rob (HootSuite) – Employee Advocates to build 1x1 relationships Brian (Cvent) We believe the best and most meaningful relationships are built via face to face interactions In person events to help foster life-long relationships are never going away. Stats to back that up: Events represent an average of 25% of an organization’s B2B marketing budget Events are the most effective B2B marketing tactic after the company website 1-3% of a corporation’s total revenue is spent on meetings and events Events drive interactions and touch points throughout the whole process Example: SAP CEO Bill McDermott spoke at our Annual Conference the Corporate Meetings Summit, and told a great story about the impact that meetings have on the growth of a company. A number of years ago the leaders of SAP committed to doubling the growth of their various business divisions. McDermott’s division of SAP hosted an event titled “Go for Growth” in San Antonio. While other divisions were cutting events and meetings, McDermott took the opposite approach and flew all employees from his division into San Antonio. Everyone from secretaries, field workers, and executives were invited. People thought he was crazy for spending $3M on a meeting while other divisions were trying to cut costs across the board, but he still decided to put his reputation on the line (and budget) to make the meeting happen. The event created such a buzz and was so well received that his division at SAP had the highest sales in the company that year. Everyone else who cut their meetings and events went into negative growth. McDermott’s division grew by 25%. And he is now CEO of the company. Go figure, maybe it has something to do with his mindset regarding the importance of meetings and engagement. Face to face engagement is expected out of enterprise organizations and are an extremely important part of driving growth.
- Followup: What are some of the challenges that Enterprise face in this journey? Brian (Cvent) Synchronicity with sales team and having all stakeholders aligned on the strategy. As an example, even just agreeing on what is a valid lead, as an example, was a 3 week battle between sales and marketing at my organization.
- Q2: The top priority for CEOs in 2014 is growth according to Gartner. This will be driven in part by the transformative opportunities from digital marketing – which falls squarely in the lap of the marketers. How have companies been able to drive top line growth by leveraging engagement marketing? Jesse (Kapost) – The biggest opportunity is that we’re moving from a push to pull marketing environment. With engagement marketing, we can actually pull people in, which leads to faster deal cycles when you think about it. That’s going to be important for CMOs. It’s not that you don’t do some of the classic paid concepts, but by engaging buyers, rather than screaming at them, you can create natural relationships. This leads to organic conversations and greater velocity. Additionally, with growth the urgent need, it can’t all come from new customers. Upselling and reselling to your current customer base. The only way to do this through engagement. Your marketing needs to not only reach out to new customers, but reward, entertain and continually inform your current customers. This will provide more opportunity for continued growth. Rob – social selling Relationships to engagement help to drive Growth Example: Brian (Cvent) Marketing is changing from push to pull, not only focusing solely on lead generation but pulling interest through education (knowledge sharing) Events help to drive this education We are seeing organizations leverage various types of events to drive top line growth. And invite different types of clients and prospects dependent on where they are in the buying life cycle. Examples are: Field marketing User Conferences Thought Leadership Seminars Customer Insight Series The idea behind these events is to: Engage with current clients, prospects, partners, etc. Drive revenue and build lasting business relationships. Another key concept these days is Account Based Marketing. Engaging with marquis accounts deeply is a challenge for marketers and sales teams, but if cracked can drive significant growth. “Breaking bread” with large customers, sharing experiences outside of demos, phone calls and emails, takes the relationship to a different level – and that is what an event can provide for.
- Followup: Is there any reading material/thought leadership that you’d recommend for enterprise marketers around growth hacking? Brian (Cvent) We released an ebook last week called “5 Strategies to Increase ROI for Marketing Events” Pick two of the following and talk a little about how that can increase ROI: Align Internally Harness the Power of Technology Engage, Engage, Engage Get a Bird’s Eye View Integrate
- Q3: Let’s talk about what’s next. Where is marketing going and who are some of the enterprises who are already utilizing marketing technologies to communicate with customers in a more relevant manner? *Please include pocket stories with specific examples* Jesse – 1) people developing more media channels (vs on earned & paid), editorial product Example: Gen Mills & Tablespoon.com – sharing recipes, community, targeted personas (FB, Pinterest, YouTube following) 1.1 million followers on Facebook/75k followers on Pinterest/14k followers 2) B2B – create owned network of content that they need to integrate across their own suite – CRM, MA, Social etc, Example: using a B2B example is Five9, which went from producing a series to producing an individual asset which could form the basis of several supporting assets. The result is they’re able to doing much more content in less time. Having a central platform dramatically increased collaboration. Rob – Integration – connect with sales/cust service Push around social marketers around paid + social intersection Organic nature of sharing content/creating content (publisher mindset) is a piece of it Return of paid (in house) – core editorial content Future: paid social being part of organic suite Example? Brian (Cvent) Event Marketing – CMO starting to ask about ROI on events Moody’s Case Study Problem: Moody’s Analytics knew it was losing value on leads from events as the firm processed them through a manual scorecard system and sluggish follow up with the sales team. They needed a way to measure the value of each event in a way that would offer insights to support the overall events strategy. One way to do that was to measure the value and long-term sales conversions of leads generated from events. It’s a concept they had been chasing already, but several manual processes were slowing things down and reducing lead value over time. Solution: Moody’s brought in Cvent and tied our Event Management technology into their Marketing Automation tool (Marketo) and CRM to create an efficient process surrounding their events allowing for their sales team to follow up strategically. Moody’s marketing team ran their campaign in Marketo. Once people clicked on the link in the email to register for the event, they were directed to a pre-populated Cvent registration page. Onsite, they were checked in electronically as they arrived. In real time, information about prospects who attended is passed over to the CRM so the sales team could efficiently follow up based on their lead score. In the end, the team facilitated a seamless flow of information through three technology systems. The integration enabled events, sales and marketing to work together to support the lead lifecycle and convert more real business for Moody’s on the leads that come out of the organization’s event activities. End result they can now score leads and have them assigned to sales automatically and at any point can see the return and revenue generation from the event leads via their CRM system.
- Follow Up: How does your technology drive more cross-functional collaboration across marketing (and the greater org) to serve as the catalyst to drive a more integrated approach? (move away from Silo approach) Brian (Cvent) Our solution is a true end to end event management lifecycle platform that houses meetings procurement, venue sourcing, budgeting, marketing, event registration, payment, travel, onsite, mobile apps, and analytics. As such, people across many departments collaborate within the solution – including marketing, sales, finance, travel, events, and logistics.
- Part 3: Tangible Takeaways Q4: ONE THING that the Marketer should take away and start on - Top 4 Enterprise Marketer Takeaways (1 per speaker + Marketo) Brian (Cvent) Embrace integration across solutions One system will not do it all. So leverage an ecosystem of SaaS solutions and put them together to accomplish your marketing goals. As an example, it is common to integrate event management platform with their other systems like marketing automation, CRM, webconferencing, accounting, expense, travel, ERP, etc. When you integrate, you can: Capture Behavioral Intelligence, understand your attendees journey enabling more relevant and personalized event experiences that accelerate the buying cycle. Align marketing even more closely with sales, allowing for the capture and scoring of leads onsite, automatically entering prospects into follow-up campaigns Incorporate rich event data into existing systems, creating powerful intelligence for determining the impact of the event on key behaviors Tie event investments to the revenue generation and then make better decisions on the go-forward marketing mix.