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GEWater.com
Revenue Marketing with Marketo + “Contact Us”
Steven PepeDigital Marketing Leader, GE Water
2 GE Title or job number
04/18/2023
2
“Light Bulbs and More”
$147B revenue $13.6B earnings
Capital
Home & Business Solutions
Healthcare
Aviation
Transportation
Oil & Gas
Power & Water
Energy Management
3 GE Title or job number
04/18/2023
Chemical & Monitoring Solutions
Here at Water…
Engineered Systems
Global
Direct Sales Force
Distributors, eCommerce
Other Channels
Power Gen, Municipal, Refining, Mining, Office Buildings, Unconventional Fuels,
Oil Sands, Food + Bev, Metals (Steel/Alum)
Industries
Quality, Accessibility, Productivity, Policy
Challenges
4 GE Title or job number
04/18/2023
21
Challenges for Marketing
Best content behind walls
Alignment with direct sales force
18k!
• No filtering, all web leads auto-routed
• 7/15 never heard back
(deep breath)
• 3 options… all the same fields• Forms too long… <10% filled out
form• Phone number?• Most leads auto-routed… no junk
filtering
OLD
NEW
• 8 fields• Added phone
#’s• Routed to lead
administrator
8 GE Title or job number
04/18/2023
OK, now tackle the website
10 GE Title or job number
04/18/2023
User Personas + Digital Journey
Fact SheetsBrochuresCase StudiesTech Papers
1
2
3
4
Voice of Customerinforms each stage
TCO CalculatorsBuyer’s GuidesVideo
8 months later… GEWater.com
12 GE Title or job number
04/18/2023
Active: Contact Us page, Phone
Passive: Download formsNewsletter signups Ad campaigns
Focused on Prospects
We get to do fancy stuff!
14 GE Title or job number
04/18/2023
Scoring for Active and Passive leads
Prioritizing Targeting
+ model #, timeline, ask for call- personal email, few page views
+ reacting, revisiting- opting out, inactive
15 GE Title or job number
04/18/2023
Customer engagement engine
Starting simple… ex. Beverage Industry
Detect brewery, dairy, or soft drink
4-week drip x 3 streams
By week 3…
Detect job title match to persona
So in week 4, we can deliver…
Calculator to Finance/Plant Manager
Research Paper to Engineer/Consultant
Creating an engagement strategy based on new buyer behavior
Michael BergerDirector, Product MarketingMarketo
Page 18© 2013 Marketo, Inc. Marketo Proprietary and Confidential
INFORMATION SCARCITY
WE USED TO LIVE IN A WORLD OF
Page 19© 2013 Marketo, Inc. Marketo Proprietary and Confidential
ABUNDANCEINFORMATION
Page 20© 2013 Marketo, Inc. Marketo Proprietary and Confidential
The Changing Buying Cycle
Self-education
Sales Engagement
Self-education Sales Engagement
Information Scarcity
Information Abundance
Page 21© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Shift of Power
Self-education
Sales Engagement
Self-education Sales Engagement
Sales
Marketing
Information Scarcity
Information Abundance
Page 22© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Blast Away! Fire Away!
Source: Adbusters, 2011
Page 24© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Engagement
Page 25© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Engagement Marketing
Cut through the noise by engaging individuals in a dialogue that connects them emotionally with your brand
Page 26© 2013 Marketo, Inc. Marketo Proprietary and Confidential
1. Relevant
Page 27© 2013 Marketo, Inc. Marketo Proprietary and Confidential
2. Two-way
Page 28© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Behaviors Tell Us A Lot About Interests
Page 29© 2013 Marketo, Inc. Marketo Proprietary and Confidential
More Targeted Sends are More Engaging
100 1000 10000 1000000
50
100
150
200
250
300
350
400
Email Delivered
Enga
gem
ent S
core
Source: Marketo research
Page 30© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Triggered Nurture Standard Nurture Lift
Open % 34.0% Open % 21.7% 57%
Click to Open % 37.1% Click to Open % 23.4% 59%
Click % 12.6% Click % 5.1% 147%
Page 31© 2013 Marketo, Inc. Marketo Proprietary and Confidential
3. Engage Across Channels
Page 32© 2013 Marketo, Inc. Marketo Proprietary and Confidential
4. Over the Entire Customer Lifecycle
Source: Connection Model 2012
Page 33© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Engagement
Page 34© 2013 Marketo, Inc. Marketo Proprietary and Confidential
What’s the Payoff?
• Build brand awareness and affinity
• Engage prospects more effectively, at scale
• Build long-term loyalty and advocacy
…all contributing to greater revenue
