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#RevEngine #ConvosNotCampaigns
CONVERSATIONS, NOT
CAMPAIGNS
#RevEngine #ConvosNotCampaigns
Source: Adbusters, 2011
Matt Zilli
Senior Product Marketing Manager
Marketo
mzilli@marketo.com
@mattzilli
#RevEngine #ConvosNotCampaigns
The Perfect Campaign
Do the
right thing
Wait
David Raab, Customer Experience Matrix Blog
#RevEngine #ConvosNotCampaigns
We’re bad at this…. And here’s proof
• A typical email campaign…
• 19% Open Rate
• 3% Click-Through Rate
• 0.5% Unsubscribe Rate
• And if this email is “the right thing,”
is a click the right result?
* Representative stats from various
email service provider reports
#RevEngine #ConvosNotCampaigns
1. Trustworthy
2. Always Relevant
3. Conversations, No
t Campaigns
4. Coordinated
Across Channels
5. Strategic
#RevEngine #ConvosNotCampaigns
TRUST
#RevEngine #ConvosNotCampaigns
I opened [your email] because I knew
it was your weekly email and I wanted
to see inside -- the subject had no
influence. That’s what happens
when you become a trusted
resource or an expected one.
--Meryl K. Evans, “Content Maven for Hire””
#RevEngine #ConvosNotCampaigns
Pros Cons
Implicit
Opt-In
• Low effort
• No place for a subscriber to
drop the ball
• Quickly leads to a big list
• Consumer has not asked to
receive email communications
• Lowest trust and engagement
• May be illegal
Explicit Opt-In • Consumer explicitly requests
communications
• No dropped balls
• Time delay between
subscribing and first message
• Risk of spambots
Explicit Opt-In
With
Welcome
• Provides opportunity to
engage and set expectations
• If email bounces, you know to
filter out that address
• Less effort from subscriber
may equal less engagement
Double Opt-In • High engagement – they really
want your email
• Filters out spambots
• Subscriber may miss
confirmation email = lost
subscribers
• They want your email, asking
again might annoy them
#RevEngine #ConvosNotCampaigns
#RevEngine #ConvosNotCampaigns
The key to getting opt-in is to
show the subscriber ‘What’s In
It for Me’ (WIIFM)
#RevEngine #ConvosNotCampaigns
List
Building
Tactics
#RevEngine #ConvosNotCampaigns
ALWAYS RELEVANT
#RevEngine #ConvosNotCampaigns
When it comes to marketing,
nobody wants to get blasted
#RevEngine #ConvosNotCampaigns
Demographic Segmentation
• Gender
• Age (or birth year)
• Geography
• Income
• Interests
• Job title
• Industry
• Company size
#RevEngine #ConvosNotCampaigns
#RevEngine #ConvosNotCampaigns
The Key to Relevance is Behavioral Targeting
Tactics to Increase Email Engagement
#RevEngine #ConvosNotCampaigns
Standard Nurture Triggered Interests Lift
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%
#RevEngine #ConvosNotCampaigns
Listening & Responding to Behaviors
#RevEngine #ConvosNotCampaigns
Listening & Responding to Behaviors
#RevEngine #ConvosNotCampaigns
Listening & Responding to Behaviors
#RevEngine #ConvosNotCampaigns
Listening & Responding to Behaviors
I can do this
myself! No trips
to see IT – yay!
#RevEngine #ConvosNotCampaigns
CONVERSATIONAL
#RevEngine #ConvosNotCampaigns
What is an engaging
conversation?
• Listens and adapts
• Communications
flow one to the
next
#RevEngine #ConvosNotCampaigns
Email
Website
Social
Campaigns
Transactions
#RevEngine #ConvosNotCampaigns
Welcome! Here’s what to expect
Check out this article
Here’s a cool video
See our latest offering
Share this with friends
Here’s what others like!
Happy birthday
Hi, are you ready to buy?
More cool content
#RevEngine #ConvosNotCampaigns
OK, why aren’t more
marketers doing this?
#RevEngine #ConvosNotCampaigns
#RevEngine #ConvosNotCampaigns
#RevEngine #ConvosNotCampaigns
#RevEngine #ConvosNotCampaigns
This is way too
complicated.
#RevEngine #ConvosNotCampaigns
Drag and drop new content
#RevEngine #ConvosNotCampaigns
Not just email
campaigns – Social,
Direct Mail, SMS, etc…
#RevEngine #ConvosNotCampaigns
#RevEngine #ConvosNotCampaigns
COORDINATED ACROSS
CHANNELS
#RevEngine #ConvosNotCampaigns
#RevEngine #ConvosNotCampaigns
STRATEGIC: BEYOND
OPENS AND CLICKS
#RevEngine #ConvosNotCampaigns
#RevEngine #ConvosNotCampaigns
• Open
• Click
• Unsubscribe
• Bounce
• Etc.
#RevEngine #ConvosNotCampaigns
Italian Workspace  Joe Smith: Acme Inc.  Community Help
Search… +
Search…
+
Recently Updated
Practical B2B Lead Generation
Added Mar 30, 2013 Sent 12,105
82
Thought Leadership
Edited Mar 25, 2013 Sent 12,105
70
Lead Scoring Best Practices
Edited Mar 22, 2013 Sent 12,105
55
Lead Management Best Practice D…
Added Mar 18, 2013 Sent 12,105
35
Lead Scoring Best Practices
Edited Mar 10, 2013 Sent 12,105
9
Engagement Over Time
Dec Jan Feb Mar Apr May
100
80
60
40
20
0
Summary
1.5%
Unsubscribe
65
Engagement
55d
Next Cast
Members
In Track Exhausted Paused
3,450
50 35
Mar 18, 2013
Engagement: 60
2013
Marketo’s Secret Sauce
Definitive Guide to Events
Lead Nurturing
Lead Scoring Best Practices
Lead Management Best Practic
Practical B2B Lead Generation
Thought Leadership
Email Performance Report
Program Performance
Lead Nurturing Streams Setup My Tokens Members
View: Dashboard ▼ Streams: All Streams ▼
#RevEngine #ConvosNotCampaigns
#RevEngine #ConvosNotCampaigns
#RevEngine #ConvosNotCampaigns

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Create Conversations, Not Campaigns

Editor's Notes

  1. This is why we’re here. On any given day, the average customer will be exposed to 2,904 media messages, will pay attention to 52 and will positively remember 4 – SuperProfile 2010  
  2. In an ideal world…For each individual…
  3. But the problem was this: Nobody wants to get “blasted”.
  4. So, marketers started with demographic segmentation. And that got us closer. Here’s a good example…
  5. But the real to relevance is behavioral targeting. Because whereas demographics tell us who we are, behaviors tell us what we want.
  6. So you want relevancy and engagement – but this requires sophisticated targeting that combines online body language (web traffic, search behavior, email response) plus transactional data plus with lifestyle and demographic data (personas)When behavioral cues are not used, email can be experienced as a dissonant interruption. What the sender considers a coordinated "drip campaign" may feel more like water torture to the receiver.
  7. Result: Big lift!More on our blog about this: http://blog.marketo.com/blog/2013/06/topic-of-interest-based-nurturing.html
  8. While this may be straightforward for programmers, it’s a foreign language to most marketers…This makes the marketer reliant on technical resources for anything that’s not simple, especially anything that incorporates behaviors beyond email open and click
  9. While this may be straightforward for programmers, it’s a foreign language to most marketers…This makes the marketer reliant on technical resources for anything that’s not simple, especially anything that incorporates behaviors beyond email open and click
  10. While this may be straightforward for programmers, it’s a foreign language to most marketers…This makes the marketer reliant on technical resources for anything that’s not simple, especially anything that incorporates behaviors beyond email open and click
  11. While this may be straightforward for programmers, it’s a foreign language to most marketers…This makes the marketer reliant on technical resources for anything that’s not simple, especially anything that incorporates behaviors beyond email open and click
  12. Every interaction is a link within the context of a communication supply chain.
  13. ----“'Sense and respond’ communication in the digital world requires automation that monitors for explicit and implicit behavioral cues, captures that data (senses) in a rich behavioral database, and then uses the data to customize a valuable response (responds). ----------------------A romantic date goes badly if all you do is talk about yourself. The same holds true for marketing conversations. If you don’t listen — really listen — to your prospects and consumers, you’ll never earn the chance for a “second date,” let alone a long-term commitment. To start a two-way conversation, you must provide content relevant to a consumer’s interests. Then, you must be willing to adjust your content based on how that consumer responds. It’s great to automate workflows that map to a buyer’s journey, but they can’t be static workflows; you must be willing to adjust them as you observe how your buyer actually navigates across channels. Here’s how to listen and adapt in email marketing:Use behavioral filters to target. As discussed in Part 3, behavioral filters ensure relevance in your email marketing. So, start a conversation with a smart subset of your contact list based on unique profiles and behaviors. Then, continue to watch your subscribers’ behaviors as the campaign progresses and your conversation with each recipient diverges down its own unique behavioral path. Trigger messages and adjustments based on behaviors.When a prospect does something meaningful on your website, in social channels, or offline (such as making a purchase at a physical store), you need to be able to respond with a relevant, timely email. When you automatically send a prospect a message based on an action she took (or didn’t take), you allow for the message to be delivered at the moment your brand is on her mind. You are communicating with her on her terms, not yours. But if you miss these triggers, and simply blast emails to your entire list as your promotional calendar dictates, you ignore your potential customers and their buying signals.
  14. This is more like what you want your communications to be….
  15. You think it’s easy, draw a simple diagram on the whiteboard
  16. Hard to developComplexError proneHard to change
  17. Today’s consumers move seamlessly across digital and offline channels. According to a recent Experian QAS® survey, 36 percent of U.S. organizations interact with customers and prospects in five or more channels.In retail banking, 61% of consumers use three or more channels each month (e.g. branch, phone, online, and mobile – in addition to email). However, Companies Not Prepared to Deliver Integrated ExperiencesQUOTE: “Fewer than 10 percent of brands are executing true cross-channel communications informed by one view of the customer.” - The 2013 Digital Marketer, Experian = Big opportunity to increase relevancy.Organization silos:Traditionally, marketing organizations are made up of either product or channel teams. Within this structure, each team works hard to optimize their siloed marketing efforts — and, in most places, have gotten really good at delivering their individual marketing programs and defending their individual marketing budgetsTechnology silos: Many of the tools are focused on a channel — email, mobile, catalog or Web. The big challenge for marketers is that message delivery within channels almost always happens via disparate platforms. Especially a problem with ESP. Email “grew up” with companies using stand-alone email service providers (ESPs) and outside agencies. This legacy hangs over email today. Traditional email service providers (ESP) = not multi-channel, not channel agnosticThe modern, digitally-empowered consumer doesn’t think in terms of channels and doesn’t care about your silos.Uses whatever device they have in the moment… web, mobile, tabletSo, companies shouldn’t expect the consumer to adapt; companies should adapt. This means moving from channel- or promotion-centric marketing plans to customer-centric marketing plans, and enabling those plans with marketing technology that is ready to deliver.
  18. Many marketers are perceived as a cost center. You can’t expect your organization to place value on something you’re unable to quantify. But when you do use the right metrics and processes, there is nothing more powerful to help marketing earn it’s rightful seat at the revenue table.Here I show you how Marketo does it.
  19. Some basic metrics. But… doesn’t really tell you what’s causing engagement. If you’re like most marketers, you’re likely wading through many different email performance metrics trying to determine the impact of your content…. Email A got opened, but email B was clicked, and email C drove conversions… which is best?
  20. Engagement Score enables marketers to quickly judge how effectively each piece of content is engaging prospects and customers over time. This proprietary metric takes many factors into consideration, and outputs a single number that gives marketers a fast, apples-to-apples method of measuring content performance…See trend over time, how updates to program improve engagement.