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Lead Nurturing Reinvented: Introducing Marketo Customer Engagement
Michael BergerDirector, Product MarketingMarketo
Page 2© 2013 Marketo, Inc. Marketo Proprietary and Confidential
SALES REP SALES REP
INFO SCARCITY INFO ABUNDANCE
THEN NOW
THE BIG CAMPAIGN
BRAND NO LONGER
CONTROLS MESSAGE
SALES REP
SALES REP
The Changing Buyer
Page 3© 2013 Marketo, Inc. Marketo Proprietary and Confidential
The Changing Buying Cycle
Self-education
Sales Engagement
Self-education Sales Engagement
Old
New
Page 4© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Shift of Power
Self-education
Sales Engagement
Self-education Sales Engagement
Sales
Marketing
Old
New
Page 6© 2013 Marketo, Inc. Marketo Proprietary and Confidential
More Targeted Sends are More Engaging
100 1000 10000 1000000
50
100
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Email Delivered
Enga
gem
ent S
core
Source: Marketo research
Page 7© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Source: Adbusters, 2011
Page 9© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Page 10© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Engagement Marketing
Page 11© 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 12© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Why Engagement Matters
• 70% of consumer loyalty and spending decisions are based on emotional factors (Gallup 2009)
• Research shows that, on average, only 20 percent of a company's customers are fully engaged.1
• 90 percent of CEOs rank customer engagement as their primary initiative.2
1. Jim Clifton, The Coming Jobs War, 20112. IBM, Capitalizing on Complexity: Insights from the Global Chief Executive Officer Study, 2010
Page 13© 2013 Marketo, Inc. Marketo Proprietary and Confidential
1. Relevant
Page 14© 2013 Marketo, Inc. Marketo Proprietary and Confidential
2. Listen (at scale)
Page 15© 2013 Marketo, Inc. Marketo Proprietary and Confidential
3. Engage Across Channels
Page 16© 2013 Marketo, Inc. Marketo Proprietary and Confidential
4. Over the Entire Customer Lifecycle
Awareness
Leads
Prospects
Opportunities
Customers
Retain
Grow
Leverage
Page 17© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Why aren’t more marketers doing this?
Page 18© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Page 19© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Drip Campaigns
Page 20© 2013 Marketo, Inc. Marketo Proprietary and Confidential
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Page 22© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Ad
din
g F
resh
C
on
ten
t
Page 23© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Tim
e B
ou
nd
Em
ails
Events
Page 24© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Du
plicate
C
on
ten
t
Here’s our new Definitive Guide!
Thanks for downloading our new Definitive Guide!✔
Page 25© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Noth
ing
to
Say?
Page 26© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Em
ail
Fre
qu
en
cy
Page 27© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Wh
at’
s
Work
ing
?
Page 28© 2013 Marketo, Inc. Marketo Proprietary and Confidential
#MktoTour13
Marketo Customer Engagement engine
Demo
Page 30© 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Communication Limits
Page 31© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Italian Workspace Joe Smith: Acme Inc. Community Help
Search… +
Search… +
2013
Marketo’s Secret Sauce
Definitive Guide to Events
Lead Nurturing
Lead Nurturing Tracks Setup Members
Track 1 +
1. Lead Scoring Best Practices
2. Thought Leadership
4. Practical B2B Lead Generation
3. Lead Management Best Practices
View: Engagement ▼
Engagement: 55 Unsubscribe: 1%
Engagement: 65 Unsubscribe: 0%
Engagement: 50 Unsubscribe: 2%
Engagement: 80
Every Tue 3:00 PM PST
Lead Scoring Best Practices
Lead Management Best Practices
Practical B2B Lead Generation
Thought Leadership
Email Performance Report
Product Demo
Track Engagement
Avg Engagement: 63 Unsubscribe: 1%
Exhausted: 50
Every Wed | 8:00 AM PST
Track 2 +
ContentContent Transition Rules
Smart List
Fills out Form
Form name is ‘Request More Info’
Flow
Send Alert
Email: ‘Alert – Email in 2nd track’
To Other Emails:
Content ContentTransition Rules
Page 32© 2013 Marketo, Inc. Marketo Proprietary and Confidential.
