the age of the customer: automating and optimizing audience engagement
Post on 20-Aug-2015
2.516 Views
Preview:
TRANSCRIPT
Your Speakers
Jon Miller VP and
Co-Founder @jonmiller
Guest Speaker Cory Munchbach
Analyst, Forrester Research, Inc.
@corinnejames
#RevEngine @jonmiller
Today’s Topics
• Welcome to the age of the customer
• Challenges for today’s marketers
• Getting to customer-obsessed marketing
• What a “Customer Life Cycle Marketing System” looks like
#RevEngine @jonmiller
Quick Housekeeping
• Chat box is available if you have any questions
• We will be recording the webinar for future viewing
• All attendees will receive a copy of the slides/recording
• Twitter hashtag: #Marketo
© 2013 Forrester Research, Inc. Reproduction Prohibited 6
Agenda
›Welcome to the age of the customer
›Challenges for today’s marketers
›Getting to customer-obsessed marketing
© 2013 Forrester Research, Inc. Reproduction Prohibited
Michael Porter’s Five Forces Revisited In The Age Of The Customer
October 2013 “Competitive Strategy In The Age Of The Customer”
© 2013 Forrester Research, Inc. Reproduction Prohibited
We Have Entered The Age Of The Customer
October 2013 “Competitive Strategy In The Age Of The Customer”
Customer obsession:
A customer-obsessed enterprise focuses its
strategy, its energy, and its budget on
processes that enhance knowledge of and
engagement with customers and prioritizes
these over maintaining traditional competitive
barriers.
© 2013 Forrester Research, Inc. Reproduction Prohibited 9
© 2013 Forrester Research, Inc. Reproduction Prohibited 10
Source: The Mobile Mind Shift Index, April 19, 2013
The Chain Of Connections That Powers Every Mobile Interaction
© 2013 Forrester Research, Inc. Reproduction Prohibited 13
The funnel isn’t the right approach for modern marketing
© 2013 Forrester Research, Inc. Reproduction Prohibited 14
Source: January 22, 2013, “Embed The Customer Life Cycle Across Marketing” Forrester report
© 2013 Forrester Research, Inc. Reproduction Prohibited 15
Customers’ relationship with a brand as they continue to discover new needs,
explore their options, make purchases, and engage with the product or service
experience
Source: January 22, 2013, “Embed The Customer Life Cycle Across Marketing” Forrester report
© 2013 Forrester Research, Inc. Reproduction Prohibited 16
Source: “Customer Life Cycle Marketing Demands New Metrics,” June 2013
© 2013 Forrester Research, Inc. Reproduction Prohibited 17
Source: North American Technographics Online Benchmark Survey (Part 2) Q2 2013
Consumers interact in many ways
23%
21%
17%
14%
13%
12%
10%
Registered for a promotion or entered in asweepstakes on a company or brand Web site
Read an email advertisement or promotionalnewsletter from a company or brand
Clicked on a company or brand listing on a searchresults page
Watched a video produced by a company orbrand
Downloaded content from a company or brandWeb site (e.g., coupons, product information)
Clicked on an advertisement on a Web site orsearch results page
Posted feedback on a companys Web site
In which of the following ways have you engaged with a company or brand in the past 3 months?
Base: 35,696 US online adults
© 2013 Forrester Research, Inc. Reproduction Prohibited 18
Agenda
›Welcome to the age of the customer
›Challenges for today’s marketers
›Getting to customer-obsessed marketing
© 2013 Forrester Research, Inc. Reproduction Prohibited 23
Agenda
›Welcome to the age of the customer
›Challenges for today’s marketers
›Getting to customer-obsessed marketing
Integrated Messaging defined
Communications coordinated across
channels and platforms that focus on
driving desired behaviors, improving
outcomes, and maximizing value for
customers and marketers.
© 2013 Forrester Research, Inc. Reproduction Prohibited 28
Use the tools to create customer-obsessed engagement
› Real time interactions
› Relevant data
• Behavioral
• Contextual
• Conversational
› Consumer priorities
© 2013 Forrester Research, Inc. Reproduction Prohibited 29
Longer Vision: Customer Life Cycle Marketing Systems
A central technology hub that
allows marketers to manage
every interaction between the
company and its customers as
they progress along the
customer life cycle
Convert more prospects, more quickly
Build relationships with prospects and customers
Execute campaigns incredibly fast
Measure and optimize
#RevEngine @jonmiller
Online Marketing
Rich Behavioral Database
Multi-Channel Conversations
Program ROI Analytics
Lead Management
ROI Analytics
Sends mass emails
Tracks open rates and clicks
Easy to build landing pages and forms
Website behavior tracking
Easy to create dynamic segments based on cross-channel behaviors
Powered by a smart marketing database (demographics, behaviors, transactions)
Easy to create multi-step campaigns with conditional logic
Intelligently delivers content with Smart Streams
Coordinate cross-channel interactions (direct mail, SMS, etc.)
Social sweepstakes and referral applications
Ability to define and measure a data-driven view of the buying cycle
Customizable time series reporting on marketing performance
Behavioral and demographic scoring to prioritize engagement
Comprehensive and flexible integration with CRM systems
Manage marketing budgets and forecasts seamlessly across teams
Measures impact of marketing programs on revenue
Ability to define and measure a data-driven view of the buying cycle
Comparing with an ESP Email Service Provider Marketing Automation
#RevEngine @jonmiller
Tweetable Takeaways
• We have entered the “Age Of The Customer”
• Empowered buyers demand a new level of customer obsession
• Customer obsessed marketing requires integration
• The online marketing suite integrates execution capabilities around a central data hub
• Marketo’s vision has four components: database, automation, multi-channel execution, analytics
@jonmiller
@corinnejames
#Marketo
top related