B2C Marketing Strategies for Marketo Users
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This document provides an overview of key differences between B2C and B2B marketing and a case study on how Marketo helped the Portland Trail Blazers improve their fan engagement. It discusses keeping customer data clean, using a multi-channel engagement strategy including mobile, social media and email, and how Marketo helped the Trail Blazers increase season ticket sales through personalized communications and surveys to better understand and engage fans.
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B2C Marketing Strategies for Marketo Users
- 1. Marketo B2C Case Studies Patricia Dowling, Senior Partner Success Manager
- 2. What we will cover • B2B vs. B2C Comparison • Keeping Data clean • Engagement • Multi-channel Strategy • Mobile • Social • B2C Case Study: Portland Trailblazers
- 3. • B2C vs. B2B
- 4. Page 4 Understand the B2C World B2C • Impulse Purchase – No Man in the loop • Build the product to suit the prospect • Nurture to learn more about the prospect and what they want • Nurture is driven during the early stages • Preference center drives interest • Loyalty drives to Advocacy • They are PEOPLE! B2B • A Considered Purchase is made • Target the prospect who would buy the product • Nurture Program are all through the buyers journey • Web activity indicates interest • Brand agnostic • They are Leads!
- 5. • Data
- 6. Page 6 Why is Data important for the future of B2C Marketing? • Half of surveyed B2C marketers felt that their marketing team currently uses data to effectively learn about and engage with their customers today.* • 72% of marketers agreed that learning to use data to better reach their customers will be a priority in the next 3-5 years. *Economist Intelligence Unit survey
- 8. B2C Journey
- 9. Page 9 Cross Channel Strategy
- 10. Page 10 Mobile
- 11. Mobile
- 12. Everywhere they are • 68% of consumer email is read on a mobile device
- 13. Push Notification, Social, Location Base
- 14. Page 14 Web
- 15. Page 15 Google Analytics Retargeting - Example • Marketo reengaged potential customers at each stage of the purchase funnel by combining Marketo Real-Time Personalization and Google Analytics. • The team drove a 10X higher conversion rate compared with traditional display marketing and an increase in conversions across both the B2C and B2B markets.
- 16. SEO Keywords Must: • Extremely relevant to your business • Frequently searched for • Not overused by your competitors • Powerful enough to convert someone into a known person!
- 17. Page 17 Email
- 18. A/B Test
- 19. Engagement Like Scoring engagement needs to be monitored: • Leverage Champion Challenger • Monitor Engagement Score • Confirm Personas are engaged
- 20. Page 20 Social
- 21. Social Authentication *Gigya – The landscape of Customer Identity
- 23. Leverage Marketo Moments • Lets marketers quickly gauge the performance of their marketing efforts • Enables Marketers to take action on any activity in real time • Lets them share results with key stakeholders
- 24. • Portland Trail Blazers National Basketball Association Sports Team
- 25. TrailBlazers Objectives • Targeting: • Move from a batch and blast to a fan-centric approach. • Reposition: • Turn Trail Blazers into the Pacific Northwest’s team, not just Portland’s • Awareness: • Engage fans to showcase full range of events hosted at Rose Quarter venues. • Growth: • Attract more fans.
- 26. Marketo Solution for the Trail Blazers • Engagement Nurture programs • Sales Insight • Personalisation • Lead Lifecycle
- 29. • 75% open rate for Season Ticket Renewals • 9% YOY growth in Season Ticket Sales • Increased Cohesion between marketing, analytics and sales operations.
- 30. Thank You!
Notas del editor
- Thanks again for attending today Enablement Day. We now want to talk about B2C. This is a key area for Marketo to expand to this year and to make sure you are up on the latest trends and functionality in Marketo
- Today
- Vocabulary of the B2C marketer is much different than a B2B world
- What are some key differences you’ve run into and how do you think
- http://blog.marketo.com/2015/03/infographic-b2c-marketers-speak-5-predictions-about-the-future-of-marketing.html Economist Intelligence Unit survey commissioned by Marketo, where we asked CMOs and senior-level marketers about the future of marketing
- Build Persona and buyers journeys to meet those persona’s needs
- From Mike Stockers blog: Start by curing your case of “website amnesia” – do you treat every website visitor the same, regardless of previous visits or their status as customers? These visitors might be your most loyal customers, yet you treat them as though you don’t remember them at all. How good does it feel when your favorite barista remembers your name and regular drink? That same positive customer experience can be replicated in digital marketing channels.
- We have more Mobile devices than people in the world.
- Remember to leverage the
- https://www.thinkwithgoogle.com/case-studies/marketo-scores-10x-higher-conversion-rate-with-google-analytics.html
- Make sure to differentiate between business competitors and SEO competitors. Business competitors are the companies in your space whom you are actively competing with for customers, so you might think you should focus on beating them in search rankings. But actually, it’s your SEO competitors you need to worry about— the ones using your best keywords to their advantage
- How many of you are incorporating A/B Testing and Campaign Challenger into your engagement programs
- W4 2015 Facebook saw its market share of social authentications decline for the 2nd consecutive quarter Note we will no longer have LinkedIn social fill in.
- B2C is moving at the speed of sound when it comes to buying… you need to keep on top of what your programs are doing. Marketo Moments is a beautifully designed mobile app that grants Marketers access to their most important marketing activities and let’s them take action on them from any device. Makes it easy for marketers to keep their fingers on the pulse of their marketing efforts, anywhere, anytime. Lets marketers quickly gauge the performance of their marketing efforts. Enables Marketers to take action on any activity in real time and to share results with key stakeholders. What are the actions they can take and why does it matter
- http://trailblazers.com/holiday
- record 96% of its season ticket holders renewed this year as the Trail Blazers reported a 9% year-over-year increase in season ticket sales. Engagement numbers also climbed sharply: The Trail Blazers’ side of the business registered a 45% email open rate while on the concert side, they ran around 25%. The Trail Blazers also credit Marketo Sales Insight for a 75% open rate when the renewal email campaign went out to season ticket holders. helping to foster more trust and cohesion between the Trail Blazers’ marketing, analytics, and ticket sales operations