Building a Marketing Tech Stack to Accelerate Engagement
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Building a Marketing Tech Stack to Accelerate Engagement
- 1. Building a Marketing Tech Stack to Accelerate Engagement Lori Wizdo VP & Principal Analyst Forrester Research Lou Pelosi Sr Dir, LaunchPoint Marketo
- 2. Page 2Marketo Proprietary and Confidential | © Marketo, Inc. 1/13/2016 Engagement Marketing Platform Housekeeping • This webinar is being recorded! Slides and recording will be sent to you after the webinar • Enter your questions in the chat – we will get to them after the webinar • Posting to social? Make sure to use #mktgnation or tweet @marketo
- 3. We are in the midst of a revolution in the practice of marketing . . .
- 4. Dramatic changes in customer behavior We are in the midst of a revolution in the practice of marketing . . .
- 5. © 2015 Forrester Research, Inc. Reproduction Prohibited 5 Source: North American Technographics Retail Online Benchmark Recontact Survey, 2013; Today’s Buyers Self Educate of US consumers say they have researched products online 69%
- 6. © 2015 Forrester Research, Inc. Reproduction Prohibited 6 Source: Forrester/Internet Retailer Q1 2015 US B2B Buyer Channel Preferences Online Survey (N = 229) 74% Research more than half of their work purchases online.
- 7. 59% prefer not to interact with a sales rep as the primary source of information Source: Forrester/Internet Retailer Q1 2015 US B2B Buyer Channel Preferences Online Survey (N = 229)
- 8. 82% cite websites as their primary information resource.
- 9. Fragmentation of marketing channels Dramatic changes in customer behavior We are in the midst of a revolution in the practice of marketing . . .
- 10. Image source: Don’t Let Muddled Messaging Compromise Customer Experience Forrester report Buyers use multiple digital touchpoints across all stages of the buying cycle.
- 11. Explosion of Marketing Technology Fragmentation of marketing channels Dramatic changes in customer behavior We are in the midst of a revolution in the practice of marketing . . .
- 12. MarTech is large….unstructured … messy
- 13. Where do you start? Image source: Photography Vox (http://www.photographyvox.com/)
- 21. © 2014 Forrester Research, Inc. Reproduction Prohibited 21 Build Your Tech Stack to Drive Your Engagement Goals Across the Customer Life Cycle: RaDaR
- 22. © 2014 Forrester Research, Inc. Reproduction Prohibited 22 Big Data Customer Database REAL TIME ANALYTICS INTERACTIONS CONTENT Discover Engage Ask Use Buy Explore MA The Contextual Engagement Engine Marketing automation drives the engine Customer data and analytics set the course Content is the fuel Interactions spark engagement …. And yield context for Continuous, relevant, valuable, customer engagement CUSTOMER INSIGHT
- 23. © 2014 Forrester Research, Inc. Reproduction Prohibited 23 What Digital Marketing Areas of Most Interest? Source: www.smartinsights.com/managing-digital-marketing/marketing-innovation/marketing-trends-2016/ • Marketing Automation • Content • Big Data/ Analytics • Social
- 24. © 2013 Forrester Research, Inc. Reproduction Prohibited 24 Go Beyond Data To Customer Insight
- 25. © 2013 Forrester Research, Inc. Reproduction Prohibited 25 Yesterday Today The New Universe of Buyer Insight
- 26. © 2014 Forrester Research, Inc. Reproduction Prohibited 26 Rule 1: Use What You Have 38% Of marketers claim a single view of customers across fragmented channels and platforms** 12% Of available company data is actually utilized for customer insight * 21% Use customer insights gained through cross-touchpoint analytics to drive real-time optimization.*** *Source: Forrester’s Forrsights Strategy Spotlight: Business Intelligence And Big Data, Q4 2012 **Source: Forrester/Forbes Insights Q2 2013 US Marketing And IT Alignment Online Survey ***Source: Forrester’s Q3 2013 North America And UK Digital Maturity Online Survey
- 27. © 2014 Forrester Research, Inc. Reproduction Prohibited 27 Rule 2: Collect More Source: June 10, 2015 “Build Your Content Strategy With The Marketing RaDaR ” Forrester report
- 28. © 2014 Forrester Research, Inc. Reproduction Prohibited 28 Reach: Who is likely to buy? How do we find more of them? Depth: How can I learn more about them? Relationship: How do they become valuable?
- 29. Page 29Marketo Proprietary and Confidential | © Marketo, Inc. 1/13/2016 Data: Reach – Depth - Relationship
- 30. Page 30Marketo Proprietary and Confidential | © Marketo, Inc. 1/13/2016 Data: Data Management Platform (DMP)/ Demand Side Platform (DSP)
- 31. Page 31Marketo Proprietary and Confidential | © Marketo, Inc. 1/13/2016 Data: Data Management Platform (DMP)/ Demand Side Platform (DSP)
- 32. Page 32Marketo Proprietary and Confidential | © Marketo, Inc. 1/13/2016 Data: Validate, Enrich, Intent
- 33. Page 33Marketo Proprietary and Confidential | © Marketo, Inc. 1/13/2016 Data: Validate, Enrich, Intent
- 34. Page 34Marketo Proprietary and Confidential | © Marketo, Inc. 1/13/2016 Data: VOC/Surveys
- 35. Page 35Marketo Proprietary and Confidential | © Marketo, Inc. 1/13/2016 Data: VOC/Surveys
- 36. Content is our currency for engagement.
- 37. © 2014 Forrester Research, Inc. Reproduction Prohibited 37 FOCUS ON SEARCH, SOCIAL AND AMPLIFICATION TO EARN ATTENTION Plan content to increase our reach ›Listen for hot topics. ›Seek out discomfort, confusion and boredom. ›Look for relevant partners. ›Put paid behind what works.
- 38. © 2013 Forrester Research, Inc. Reproduction Prohibited 38 Plan Content To Build Depth Educate and advise customers through owned channels › Provide clear guidance. › Deliver formats that aid customer goals. › Help facilitate smart decisions. › Build relationships with utility content
- 39. © 2013 Forrester Research, Inc. Reproduction Prohibited 39 Plan Content To Build Relationships Increase customer loyalty and lifetime value in customer channels › Help customers get the most out of your products. › Make exclusive offers › Encourage interaction with fans › Harvest customer content
- 40. Page 40Marketo Proprietary and Confidential | © Marketo, Inc. 1/13/2016 Content: Reach – Depth - Relationship
- 41. Page 41Marketo Proprietary and Confidential | © Marketo, Inc. 1/13/2016 Content: Optimize Search, Create
- 42. Page 42Marketo Proprietary and Confidential | © Marketo, Inc. 1/13/2016 Content: Optimize Search, Create
- 43. Page 43Marketo Proprietary and Confidential | © Marketo, Inc. 1/13/2016 Content: Interactive
- 44. Page 44Marketo Proprietary and Confidential | © Marketo, Inc. 1/13/2016 Content: Interactive
- 45. Page 45Marketo Proprietary and Confidential | © Marketo, Inc. 1/13/2016 Content: Management Platforms
- 46. Page 46Marketo Proprietary and Confidential | © Marketo, Inc. 1/13/2016 Content: Management Platforms
- 47. Most Marketers Use Social. Few Use it Well.
- 48. © 2013 Forrester Research, Inc. Reproduction Prohibited 48 Integrate Social into Your RaDaR Strategy Social REACH tactics help people discover your brands, products, and promotions. › Do social listening to capture themes and tone of voice › Tap your audience's peers to advocate for you. › Inspire the voices your audience respects to influence on your behalf. › Experiment to see what works. › Deliver advertising messages into social channels.
- 49. © 2013 Forrester Research, Inc. Reproduction Prohibited 49 Social DEPTH tactics help prospects explore and buy your products › Deliver more-credible detail about your brand and what it stands for. › Expose prospects to customer feedback that accelerates consideration. › Connect people to others who can answer their questions. Integrate Social into Your RaDaR Strategy
- 50. © 2013 Forrester Research, Inc. Reproduction Prohibited 50 Social RELATIONSHIP tactics build stronger engagement with your best customers. › Keep customers up to date. › Inspire them to get more value from their favorite products. › Bring them exclusive content and deals. › Offer them a way to express affinity. Integrate Social into Your RaDaR Strategy
- 51. Page 51Marketo Proprietary and Confidential | © Marketo, Inc. 1/13/2016 Social: Reach – Depth - Relationship
- 52. Page 52Marketo Proprietary and Confidential | © Marketo, Inc. 1/13/2016 Social: Retargeting
- 53. Page 53Marketo Proprietary and Confidential | © Marketo, Inc. 1/13/2016 Social: Retargeting
- 54. Page 54Marketo Proprietary and Confidential | © Marketo, Inc. 1/13/2016 Social: Listening, Monitoring, Publishing
- 55. Page 55Marketo Proprietary and Confidential | © Marketo, Inc. 1/13/2016 Social: Listening, Monitoring, Publishing
- 56. Page 56Marketo Proprietary and Confidential | © Marketo, Inc. 1/13/2016 Social: Advocacy
- 57. Become a Data Driven Marketer
- 58. © 2014 Forrester Research, Inc. Reproduction Prohibited 58
- 59. Big data promises new insights discovery. 38% spent more than $10 million on data and analytics in 2014. Source: Forrester's Global Business Technographics® Data And Analytics Survey, 2015 65% use analytics to optimize digital experiences.
- 60. © 2014 Forrester Research, Inc. Reproduction Prohibited 60 Predictive Analytics Help Answer Key Questions Across the Customer Life Cycle
- 61. © 2014 Forrester Research, Inc. Reproduction Prohibited 61 Use Analytics To Improve Reach Business objective Analytical method Profile customers Segmentation Evaluate prospects Lead scoring Reach right prospects Customer look-alike targeting Add context to behavior Customer location analysis
- 62. © 2014 Forrester Research, Inc. Reproduction Prohibited 62 Business objective Analytical method Analyze customer response Offer/contact optimization Test marketing inputs A/B and multivariate testing Target accurately In-market timing models Use Analytics To Build Depth
- 63. © 2014 Forrester Research, Inc. Reproduction Prohibited 63 Business objective Analytical method Drive deeper product use Usage Analysis Understand context Sentiment analysis Understand customer satisfaction Voice of customer analysis Manage customer defection Churn models Personalize marketing efforts Next-best-action models Maximize customer value Lifetime value models Predict future events Propensity models Use Analytics To Enrich Relationships
- 64. Page 64Marketo Proprietary and Confidential | © Marketo, Inc. 1/13/2016 Analytics: Reach – Depth - Relationship
- 65. Page 65Marketo Proprietary and Confidential | © Marketo, Inc. 1/13/2016 Analytics: Predictive
- 66. Page 66Marketo Proprietary and Confidential | © Marketo, Inc. 1/13/2016 Analytics: Predictive
- 67. Page 67Marketo Proprietary and Confidential | © Marketo, Inc. 1/13/2016 Analytics: Predictive Lead Scoring
- 68. Page 68Marketo Proprietary and Confidential | © Marketo, Inc. 1/13/2016 Analytics: Predictive Lead Scoring
- 69. Page 69Marketo Proprietary and Confidential | © Marketo, Inc. 1/13/2016 Analytics: Customer Success
- 70. Back at your desk…
- 71. © 2014 Forrester Research, Inc. Reproduction Prohibited 71 Big Data Customer Database REAL TIME ANALYTICS INTERACTIONS CONTENT DiscoverEngage Ask Use Buy Explore MA Build Your Marketing Engagement Engine Campaigns spark interactions across the customer life cycle Marketing automation drives the engine Customer data and analytics set the course Content is the fuel …. And this yields Continuous, relevant, valuable, customer engagement CUSTOMER INSIGHT
- 72. Update your marketing toolkit
- 73. Page 73Marketo Proprietary and Confidential | © Marketo, Inc. 1/13/2016 Marketing Stack Analytics & Big Data Content Marketing Data Marketing Automation Social
- 74. Page 74Marketo Proprietary and Confidential | © Marketo, Inc. 1/13/2016 Marketing Stack Events & Webinars Analytics & Big Data Content Marketing DataIntegration Marketing Automation CMS Video Social
- 75. Page 75Marketo Proprietary and Confidential | © Marketo, Inc. 1/13/2016 Final Thoughts/Questions • Visit www.LaunchPoint.com to become familiar with categories and to contact companies • Check out www.marketo.com/resources/launchpoint-webinars/ for a deeper dive into companies and customer case studies • Email launchpointhelp@marketo.com with questions
- 76. Thank You Lori Wizdo VP & Principal Analyst Forrester Research Lou Pelosi Sr. Dir., LaunchPoint Marketo
Editor's Notes
- Sixty-nine percent of US online consumers say that they have researched products online in the past three months, up six percentage points from 2010.
- The customer. The customer must sit at the center of your BT Agenda. Let me introduce a framework for planning your BT Agenda, its called the Customer Lifecycle. The Customer Lifecycle is the six stages a customer goes through….
- in the course of an ongoing relationship with you. And it allows you to map the necessary technologies needed to meet the expectations of these empowered customers. The first phase is ….
- Discover: Every customer must go through a process to discover the brand, product, or service that can meet their fundamental needs.
- In this phase your current and potential customers review product or service content, check ratings and reviews, visit a store or dealer, compare offerings, and/or contact providers.
- In this phase they buy the product… Fail to give a good experience here and you may lose the customer for life… 81% of online consumers say they’re likely to avoid websites that have left them dissatisfied. 73% said they are likely to avoid their physical stores as well.
- In this phase customers take possession of your product and use it, forming their impressions of the product or service.
- Your customers can and do reach out to a multitude of sources to get help and assistance post-purchase.
- This new slide help transition to our focus categories
- *Source: Forrester’s Forrsights Strategy Spotlight: Business Intelligence And Big Data, Q4 2012 ***Source: Forrester’s Q3 2013 North America And UK Digital Maturity Online Survey
- Our customers certainly use data to prime the marketing automation engine and to successfully start the customer lifecycle. B2C and B2B marketers are increasingly using 1st & 3rd party data, behavioral, demographic, purchase, etc - to improve segmentation, programatically reach new audiences, increase engagement depth and to build stronger relationships. Let's take a look at a number of data providers that add value for the marketer at each stage of the customer lifecycle…
- Data Management Platforms and Demand Side Platforms (DMPs/DSPs) enable marketers to take full advantage of the synergies between MA & non-MA data sets to reach new audiences. Understand existing audiences, and then finding new audiences using known & anonymous data is the growing domain of DMPs/DSPs; Media Math, Rocketfuel and Turn are examples of growing companies in this space.
- 3 Day Blinds, a provider of custom blinds is a Turn customer (Audience Suite – DMP). There key to success is increasing the # of in-home appointments set for design consultants; Using Turn and MA data, 3 Day Blinds developed advanced segmentation based on customer interactions with the brand. These segments are then used to execute tailored, paid media campaigns through Turn Campaign Suite (DSP) . The result: an 80 percent reduction in cost per appointment set in its direct response campaign. A great example of the marriage of MA and DMP/DSP data drove a phenominal results.
- Deeper more personalized interactions occur on the web, in email, on mobile devices are simplified and enhanced with data validation, enrichment and a growing interest in “intent” data….let’s take a quick look at a few companies that simplify and improve how a Marketer obtains and improves data leveraged by the MA platform. Informatica: beyond bring an data integration platform, they have provide a full suite of clean, validate and enrich data – email addresses, phone numbers, mailing addresses to improve campaign results. ReachForce SmartForms provide firmographic and demographic data at a prospect’s first form-fill – alleviating the need to wait on multiple forms and supporting progressive profiling. With one form, you are able to append up to 100 relevant data points in real-time, as soon as the prospect clicks the submit button. Bombora: enables you to use "intent" or behavioral data obtained across multiple website properties in their network; this data allows marketers to improve segmentation and targeting - leading to an increase in opens, clicks, conversions.
- Customer: VMTurbo, a virtualization company, used Bombora intent data to identify contacts that were currently interested specific topics like “Cloud as a service” and “Cloud Virtualization.” Through their MA platform they emailed this “intent group” as well as a control group and found the intent bucket delivered a 50% lift in opens and clicks. More importantly, they found that 80% of all sales opportunities came from the intent group.
- Building life-long relationships with your audiences is a goal. There are times when you’d simply like hear directly from your audience – often your customers – and there is no more direct way than asking. Was the survey started, completed, how answered can provide a rich view of the customer and trigger activities within the MA platform. Qualtrics and Survey Monkey are two well recognized leaders in this Voice of the Customer or survey space.
- Customer: ForwardLine, a provider of financial products for small businesses, tied customer satisfaction feedback to the individual customer, and now share individual scoring of CSAT by rep, team and organization, which is shared company wide. Using the survey and MA platform to turn customer satisfaction data into knowledge and action.
- Content fuels marketing automation and the customer lifecycle. The ability to create, manage, publish and optimize compelling content has never been greater or more important throughout the lifecycle. Reaching new audiences, starting on search, adding depth to the engagement by leveraging interactive content, and building ongoing relationships nurtured with relevant content are the topics here. Let's take a closer look at some examples of innovative content players emerging in the marketplace today…
- Increasing your reach starts with building your inbound marketing which typically beings with search; delivering compelling content drives new incremental leads seamlessly to MA platform, typically through a form integration. Captora, a top-of-funnel marketing application, helps companies Identify and rank new keywords and campaigns to deliver better results; they help prioritize time and investments based on buyer/competitor data and automate best practice processes for expanding/optimizing campaigns and associated content. Expanding reach also requires you to create new content Curata: Content Curation Software; crawls web for relevant content and aggregates for use. Newscred: licensed content from over 5K publishers Customer: ServiceMax successfully achieving pipeline growth goals while improving the cost of acquiring new buyers. They identified new markets to enter and leveraged Captora to prioritize/promote new and existing content across hundreds of paid and organic search campaigns. ServiceMax continues to expand their reach and are reporting impressive results.
- Customer: ServiceMax, a leading provider of field services software, uses Captora to achieve pipeline growth goals while improving the cost of acquiring new buyers. They identified new markets to enter and leveraged Captora to prioritize/promote new and existing content across hundreds of paid and organic search campaigns. ServiceMax continues to expand their reach and are reporting impressive results.
- Static graphic and whitepaper downloads remain a staple for content marketers. Many are now looking to engage prospects, customers and even employees with a deeper, more compelling experience, by using web based interactive content platforms. The information obtained from the dynamic content experiences add significantly to the MA record. Example of these companies include: Ion Interactive - empowers marketers to more easily and rapidly deploy, test and measure all types of interactive content. LookBookHQ: content engagement platform can empower “not quite ready” prospects to engage with more content and to collapse the sales cycle by delivering more information in a single engagement. SnapApp; interactive content marketing platform allows marketers to easily create engaging content by adding assessments, surveys, and ROI calculators Customer: Qvidian, a software company that provides digital playbooks to improve sales results, had a challenge - how to accelerate “not quite ready” leads. Result: > 20% increase in conversion-to-opportunity from third-party leads; self-education has increased overall awareness and indicates an improvement in the quality of converted leads.
- Customer: Qvidian, a software company that provides digital playbooks to improve sales results, had a challenge - how to accelerate “not quite ready” leads. Using the LookBookHQ, they were able to create and deploy interactive contact resulting in > 20% increase in conversion-to-opportunity from third-party leads; self-education has increased overall awareness and indicates an improvement in the quality of converted leads.
- Digital marketing requires that marketers become publishers of a large volume of high quality, customer-focused content. Scaling to build thousands, tens of thousands, even hundreds of thousands of personalized relationships using multiple content types is challenging. Content Marketing Platforms can help execute the steps of the content lifecycle across campaigns, teams, and regions. These platforms integrate with MA platforms, allowing the creation and editing of forms, landing pages, emails to synch. Kapost and Percolate are examples of two leading content marketing platforms. Hach, global manufacturer and distributer of solutions for monitoring water quality, found that using a content marketing platform along with a MA platform led to a 9X lift in email production; a much improved 93% on-time delivery rate; and only 1/2 the time spent on metrics and analysis.
- Hach, global manufacturer and distributer of solutions for monitoring water quality, found that using a content marketing platform along with a MA platform led to a 9X lift in email production; a much improved 93% on-time content delivery rate; and only 1/2 the time spent on collecting and reporting content metrics and analysis.
- The Solution: Integrate Social Into Your Marketing RaDaR To succeed with social media, marketers must understand how it supports each part of the customer journey — not just offering engagement but also enabling discovery and supporting exploration and purchase. In fact, social marketing tools and tactics can offer value at every stage of thecustomer life cycle and can support reach and depth and relationship — the three layers of what Forrester calls the marketing RaDaR (see Figure 4): (see endnote 10) Social reach tactics help people discover your brands, products, and promotions. People can't discover what you're selling if they're never exposed to it — and that requires you to use tactics that help your messages reach your target audience. Most online adults say word of mouth is one of the most common ways they learn about new brands, products, and services; paid ads can create discovery as well. (see endnote 11) And there are social tactics that can help on those two fronts: Both word-of-mouth marketing and paid social advertising can deliver reach for your marketing programs. Social depth tactics help prospects explore and buy your products. Your audience is looking for depth when they explore your offerings. And the place to which people most commonly turn for such detailed information is a brand's own website. Weaving social tools into your own site — including blogs and communities as well as ratings and reviews — can extend the site's value beyond run-of-the-mill product specifications by offering detail about what your brand stands for and exposing prospects to real customer experiences. Social relationship tactics build stronger engagement with your best customers. After people buy from a company, there are many ways they stay in touch — and they frequently prefer relationship channels such as email, postal mail, and loyalty programs. But social has a valuable role to play here, too: In particular, branded profiles on public social sites such as Facebook, LinkedIn, and Twitter can foster stronger relationships with the customers you've already acquired.
- SOCIAL DEPTH TACTICS FACILITATE EXPLORATION When people want to learn about your brand and products, they're likely to head to your website. But they expect more than an online marketing brochure — and social tactics can deliver. How? On-site social tools such as blogs, forums, and reviews provide prospective buyers with current, relevant, and credible content and conversations to inform their decisions. Weaving in these social features will: Deliver more-credible detail about your brand and what it stands for. Buyers visit your website hoping to see what you are really all about. Traditional, nonsocial content can inform them, but brand-managed social content — such as company blog posts — shapes perceptions more deeply about your brand and your ability to deliver. For example, IBM's Big Data & Analytics Hub thought-leadership website features a blog alongside other topical content and was named one of SAP's top 10 news/blog sites for big data. (see endnote 17) Expose prospects to customer feedback that accelerates consideration. More than half of all US online shoppers who use customer reviews prefer to buy products or services from sites that feature customer reviews. (see endnote 18) Why? Because ratings and reviews written by real customers help buyers choose the right product from your lineup and convince them of your offerings' quality. For instance, customers of the UK online retailer Kiddicare have added more than 80,000 product reviews to its site; offering feedback from real customers has decreased shopping cart abandonment by 8%. (see endnote 19) And by hosting reviews on your own site, you give yourself an easier way to monitor the feedback and respond when necessary. Connect people to others who can answer their questions. Communities and discussion forums are social platforms that let prospects connect with customers and employees to get answers to their questions. For instance, the SAP Community Network includes more than 2.5 million members who go to the community to ask questions, share ideas, and connect with others — and as a result, the community draws prospects who wish to tap into this expert crowd for their opinions. (see endnote 20) And Fotomoto, an eCommerce engine for photographers, launched an online community where people could get answers on how the service works. The result? A 300% increase in Fotomoto's customer base and a fivefold surge in order volume. (see endnote 21)
- When your customers are happy, many of them stay in touch using relationship channels such as email, postal mail, and loyalty programs — and "like" your branded profiles on public social networks. But remember: The people who like you on Facebook or follow you on Twitter aren't strangers learning about your brand for the first time, nor are they in-market buyers trying to make purchase decisions. They're your own best existing customers (or would like to be). Treat them as such by using branded profiles on public social networks to: Keep customers up to date. The most common reason that people engage with brands on sites such as Facebook and Twitter is to hear more about what companies have to offer. In fact, more than 30% of US online customers said they engage post-purchase to learn more about companies' latest product offerings. (see endnote 22) For instance, Philips Healthcare uses LinkedIn to let physicians and hospital administrators know about product advancements and to highlight innovative uses of its technology. (see endnote 23) Similarly, fashion retailer H&M promotes new looks and items to its millions of Facebook fans and Google Plus followers. (see endnote 24) Inspire them to get more value from their favorite products. One in five customers say they engage after a purchase to make sure they're getting as much value as possible from their purchases. Kraft Foods makes the most of this desire with its "Recipes and Tips" Facebook page: It offers a new recipe every day to fans hungry for more ways to use Kraft products. (see endnote 25)And paint purveyor Benjamin Moore uses branded Pinterest pin boards to inspire customers with trendy new colors and fun painting projects. (see endnote 26) Bring them exclusive content and deals. Discounts remain the top reason that people engage with brands after purchase. Dell cracked this code early on and has made millions offering discounts on remaindered and refurbished items on Twitter since 2007. (see endnote 27) Meanwhile, 21% of US online customers say they engage with firms post-purchase to access exclusive content and information from those companies. (see endnote 28) For instance, Paramount Pictures used Twitter to distribute exclusive previews of its film Super 8 — including inviting followers to exclusive real-world screenings. (see endnote 29) Likewise, Sony set up a treasure hunt on its PlayStation YouTube channel that gave fans a chance to unlock exclusive video game content. (see endnote 30) Offer them a way to express affinity. A full 27% of US online consumers engage after the point of purchase simply to express their affinity for the brand or product. (see endnote 31) Recognizing this, the Jack Daniel's brand uses Facebook to bring more than 5 million fans beautiful photos of whiskey bottles and cocktails — and tens of thousands of those fans regularly like and share the images. (see endnote 32) And while most Ferrari fans are more likely to have bought a branded mouse pad than a Testarossa, the company's Facebook page gives nearly 16 million such aficionados a chance to express their affinity for the brand. (see endnote 33)
- The rise of social and its influence on how companies are viewed and manage the customer lifecycle is unprecedented. Household brand names combined with enterprise software unicorns are exemplify how adtech and martech have captured the interest of all marketers. Identifying and activating your best customers, and turning advocates into your best sales team, has become critical to modern B2B and B2C marketers. Some examples.....
- Social networks like LinkedIn and Twitter, along with companies like Adroll, help marketers extend their reach to your company’s website visitors, to your known prospects and to look-a-like audiences, through the use of re-targeting across these social and other networks. The MA platform, linked to these networks, provides data to start this process. AppAnnie provides analytics services and market intelligence to app developers; Adroll display marketing platform to MA data to expand reach of existing campaigns; 30 percent incremental lift in conversions as a result of the integration of email/company website + retargeting on FB & other sites
- AppAnnie provides analytics services and market intelligence to app developers; Adroll display marketing platform to MA data to expand reach of existing campaigns; 30 percent incremental lift in conversions as a result of the integration of email/company website + retargeting on FB & other sites
- Social listening, monitoring and publishing platforms provide SMB, emerging, and enterprise customers the capability to centralize and govern social activity. Linking MA and social platforms is relatively new. First generation integrations may include the ability to start a new lead record from within the social platform, or augment the data of an existing record with a new post. Sprinklr & Hootsuite known for complete Social Management Platform. Synthesio focused on Social Media Monitoring & Analytics. Customer: Nimble Storage recently began to add social posts to MA record for better personalization and segmentation.
- Customer: Nimble Storage provides flash storage for data centers, recently integrated their MA platform and Sprinklr to connect social to demand generation and to align campaigns and content, assets, and calls to action during nurturing. It allows Nimble to track business value from their social media efforts all the way through the conversion process.
- Advocacy has become the holy grail of marketing. Upgrading customers, industry influencers, employees, or anyone - to advocates – people who want to share their stories about your brand, write testimonials, product reviews, amplify your message through all channels is a major quest today. Identifying advocates and capturing their interests and actions within your MA platform is done through the integration with companies like GaggleAmp and Influitive. GaggleAMP: focused on employee advocacy. Influitive focused on customer advocates; turning your best and most engaged customers into a sales team to promote and even represent your brand has a huge multiplier effort in the market. Customer: Hootsuite: Hootsuite Ambassadors Program created; 7x increase in # engaged customers; 81 Million Social Impressions on Twitter
- Goal = here at :35 mins Michael transition to Lori
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- The use of analytics, and specifically predictive analytics, to understand, segment, engage and score your customers and prospects is on the rise. Predictive modeling and machine learning are used to intelligently expand your reach to new audiences, improve existing lead scoring capabilities, and determine which customers are healthy and at risk. Let's start with how analytic companies are helping with reach.... Many companies are using predictive to: Solve the problem of having to many leads Uncover hidden gems or stale accounts within your database Refresh old lead scores Sell more to current customers
- 6Sense, Infer and Minitgo help their customers increase and grow their business by finding in market buyers. These companies have relationships thousands of blogs, communities, ad-networks and search. Customer: Xactly is an incentive compensation platform that has focused on using 6sense to find net-new accounts and contacts who are researching relevant topics and business challenges. As they are one of the first SaaS solutions tackling sales compensation they face the challenge of establishing a product category and being discovered in search results for professionals who search topics like, "how to structure sales compensation?" Using the 6sense B2B web network, Xactly was able to identify in-market accounts by gaining visibility into companies searching for sales compensation solutions outside of Xactly's domain. To date, in 2016, fully 39% of Xactly's closed business was scored as purchase or decision stage by 6sense.
- Customer: Xactly is an incentive compensation platform that has focused on using 6sense to find net-new accounts and contacts who are researching relevant topics and business challenges. As they are one of the first SaaS solutions tackling sales compensation they face the challenge of establishing a product category and being discovered in search results for professionals who search topics like, "how to structure sales compensation?" Using the 6sense B2B web network, Xactly was able to identify in-market accounts by gaining visibility into companies searching for sales compensation solutions outside of Xactly's domain. To date, in 2016, fully 39% of Xactly's closed business was scored as purchase or decision stage by 6sense.
- While companies may have existing scoring models in place, predictive scoring to improve efficiency (prioritizing databases and inbound leads) and effectiveness (by improving conversion rates and increasing the volume of leads sent to sales). Predictive scoring adds thousands of buying signals to your existing data to identify the predictive attributes of those leads and accounts most likely to convert. Traditional lead scoring only incorporates buyer profile and engagement, it doesn't include data on what the buyer needs, or if they are in the market for a solution. Examples of predictive analytics companies focused on lead scoring Everstring Lattice Leadspace Customer: Mulesoft has increased its amount of monthly average opportunities by 24 percent.
- Customer: Mulesoft has increased its amount of monthly average opportunities by 24 percent.
- Many organizations are using analytics to spot and act on opportunities for upsell and cross sell – and to increase retention and reduce churn. These customer success platforms have the ability to send emails and alerts through the MA platform and aggregate account based information to identify at risk customers. Gainsight, Scout and Totango are examples of companies in this segment. Joint Customer: RingCentral
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- Today I hope you enjoyed our brief look at the digital marketing areas of interest and the companies that complement a marketing automation platform…..
- And hopefully we’ll get the chance to review some other exciting categories in the future….
- We ran through
- Update Logo.