The Tenets of Engagement Marketing

Market and Measure Like Marketo: Seven Tenets of Engagement Marketing

Jon Miller VP and Co-Founder

Page 2 © Marketo, Inc. 11/7/14



Page 5 © 2014 Marketo, Inc. Marketo Proprietary and Confidential

70% Of a customer’s journey today is self directed1

2900 Marketing messages per day vying for your customer’s attention2

50% of all purchasing decisions are influenced by third-parties3

Today’s Digital World Makes it Hard to Reach Customers

1. SiriusDecisions 2. SuperProfile 3. McKinsey Quarterly

Marketing is transforming itself to

lead the way


Nam

e

Awaren

ess

Friend

Engaged

Target

TOFU MOFU

Opportunity Customer Lead

Sales

Lead

Nurturing Database

BOFU


The New Rules of Engagement Marketing From talking at people to building meaningful & personalized relationships

FROM TO

Via mass advertising As individuals

Using point in time campaigns Continuous conversations

Based on who they are Based on what they do

Across few / isolated channels Wherever they are

With unclear objectives Always directed towards a goal

Disconnected operations At speed of digital

Guess-work and habit With measurable impact

Continuously Over Time: Conversations not

campaigns


Sales doesn’t

want

names – they wa

nt

“Win Ready” lea

ds

@jonmiller


Sales Ready

Source: RainToday

25%

50%

25%

2%

Need More Nurturing

Disqualified


Nurturing: Building relaQonships with prospects and customers

regardless of their Qming to buy -‐-‐ @jonmiller


When it comes to markeQng, nobody wants to get blasted -‐ @jonmiller


What doesn’t work for engagement?


What is an engaging conversaQon? 1. Listens and adapts 2. CommunicaBons flow one to the next


As Individuals: Relevant

communications


Relevance Get the “DefiniQve Guide to Lead Nurturing”

marketo.com/DG2LN


Blog, e-‐books, research data, funny videos, curated lists, infographics, webinars

NO

YES

Thought leadership and enjoyable content to build brand, awareness, and desire

Tools that help buyers find you when they are looking for soluBons

Company-‐specific informaBon to help evaluate and reaffirm selecBon

Buying guides, RFP templates, ROI calculators, definiBve guides, analyst reports

Pricing, demos, services informaBon, 3rd party reviews, customer case studies

Gated? Early Stage – Pre-‐Purchase

Middle Stage – Commit to Change

Late Stage -‐ EvaluaQon

MOSTLY NO


2 3 1. BUYING STAGES

•  Early: Be a Be_er Marketer • Mid: Why MarkeQng AutomaQon •  Late: Why Marketo •  Customer: Success

2. BUYING PROFILES • MarkeQng, Sales, Exec

Based on What They Do:

Behaviors and context


The Key to Relevance is Behavioral TargeQng Top TacQcs to Increase Email Engagement


Behavioral Targeting for Maximum Relevance: Topic of Interest Triggers

•  AXends event •  Downloads content •  Click email •  Fills out form •  Score is changed

Email

Social

Content

Technology


Standard Nurture Triggered Interests Lib

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%

Wherever They Are: Omni-channel

interactions




For visitors in B2C industries



For companies using compeQQve soluQons

Always Directed With a Goal


Nam

e

Awaren

ess

Friend

Engaged

Target

TOFU MOFU


Sales

Lead

Nurturing Database

BOFU


Nam

e

Awaren

ess

Friend

Engaged

Target

TOFU MOFU


Sales

Lead

Nurturing Database

BOFU How to identify a Sales-Ready Lead?


Scoring Defined

Fit Interest Buying Stage

“Methodology for ranking leads and customers in order to determine their readiness to buy”

Nurture Disqualify Nurture Pass to Sales Pass to Sales


•  Click email: +1 •  Visit webpage / blog: +1 •  Early stage content +3 •  AXend webinar: +5 •  Decay inacBvity: -‐1, -‐5, -‐10

Latent Behaviors (Engagement)

•  Free trial or Contact request: +15 •  Pricing pages: +10 •  Demos: +10 •  Late-‐stage content +12 •  Searches for branded keyword “Marketo” +8

AcQve Behaviors (Buying Intent)

Get the “DefiniQve Guide to Lead Scoring” marketo.com/DG2LS


Engagement & Intent

One Way to Identify Marketing Qualified Leads

A Lead Lead Lead

B Lead Lead

C Lead

D 4 3 2 1

Fit


Stars and Flames show priority

Full list of Interesting Moments

At the Speed of Digital:

Coordinated operations


Leads to wasted cycles and poorly-timed communications

Current Solutions: Disconnected & Out of Sync



With Measurable Impact



Why Measuring Return is Hard

1.  MulQple touches. 7

2.  MulQple influencers. 5-‐21


Track All Touches Across People

Screenshot: Marketo Revenue Cycle Analytics


Track All Touches Across People



Source: Marketo Revenue Cycle Analy4cs, Apr 2014 * Percentage of all programs in channel that achieve MT Ra4o > 5



Inbound + Nurture = 58% of (MT) Pipeline Paid Programs = 42% of (MT) Pipeline



(MT) RaQo = Pipeline / Investment

>10 is Great and <5 is Fail Sponsored Email = 12.8, Tradeshow = 10.6, PPC = 13.0, Webinars = 25.4, Field Events =

6.6, Content SyndicaQon 7.7



% Programs with MT RaQo > 5 e.g. Tradeshow has good average

but 49% programs “fail”


Nam

e

Awaren

ess

Friend

Engaged

Target

TOFU MOFU


Sales

Lead

Nurturing Database

BOFU


Revenue Cycle Modeler



Filter/Drill into data, e.g. by Program Type, Business Unit, Geography, etc.

Key topic areas: •  Balance (Reach) •  Flow •  Conversion •  Velocity

Trends over Qme



Use Metrics to Set & JusQfy Budgets

New Targets New MQLs Score>100

23,000

Inventory of Active MQLs

20,000

New Opps*

1,000

6 Month Created Opp Inv.

2,000

270

*Opps is bigger than SQLs because includes outbound and partner referrals

SDR capacity driven

Inbo

und

/ Pr

ogra

ms

120K (900K DB Total)

New Names

New SQLs

922

Win

s

Inventory Of Active Targets

60,000

131,000

15.3%

10.5%

2.4%

1.9%

75% 35%


Tweetable Takeaways 1.  Today’s digital world makes it hard to reach customers –

markeBng is transforming itself to lead the way

2.  Sales doesn’t want names – they want “Win Ready” leads

3.  Nobody wants to get “blasted” – engage people in mulB-‐channel conversaBons

4.  The key to relevance is behavioral targeBng –market like Amazon

5.  Use analyBcs to turn markeBng from a cost center into a revenue driver

6.  Think big, start small, move quickly

@jonmiller

© 2014 Marketo, Inc. Marketo Proprietary and ConfidenBal

Jon Miller @jonmiller

[email protected]

Thank you