digital marketing: combining art and science for effective customer engagement

Digital Marketing Combining Art and Science for Effective Customer Engagement

Ray Coppinger Online Marketing Manager EMEA, Marketo

Simon Fraser Creative Director, OgilvyOne dnx

Introduction

Ray Coppinger Online Marketing Manager EMEA, Marketo @raycop @Marketo

© 2014 Marketo, Inc. Marketo Proprietary and Confidential

What is your most important asset?

YOUR CUSTOMERS

Engage Customers:

What is…

Customer Engagement?

• As individuals

• Based on what they do

• Continuously over time

• Wherever they are

• Always directed towards a goal

• With measurable impact

• At the speed of digital


70% Of a customer’s journey today is self directed1

2900 Marketing messages per day vying for your customer’s attention2

50% of all purchasing decisions are influenced by third-parties3

But Today’s Digital World has Made it Hard

1. SiriusDecisions 2. SuperProfile 3. McKinsey Quarterly

So the challenge for marketers is…

How do you produce creative, relevant content to rise above the noise and engage your prospects?

…that has a measurable impact on the metrics that matter to the C-Suite?

By aligning our artistic and analytic sides…

Leonardo Da Vinci

Combining Art and Science for Effective Customer Engagement

Ray Coppinger Online Marketing Manager EMEA, Marketo @raycop @Marketo

#1 Apply Science to Content


Apply Science to Content

#2 Always be listening and responding appropriately

© 2014 Marketo, Inc. Marketo Proprietary and Confidential What I do tells you what I am interested in.

Who I am tells you what I might be interested.


Listen & Communicate Based on Behaviours


Creating Conversations at Scale


Epsilon Q4 2013

North America Email Trend

Results

#3 Choose the Right Metrics


Avoid the Wrong Metrics

Vanity Metrics Sound good and impress people, but don’t measure impact on revenue or profitability

Activity Metrics Measure what you do instead of what results and impact you have.

Cost Metrics Frame marketing in terms of cost and spending instead of results and outcomes


Aggregate impact on company revenue; pipeline performance; predictive forecasts

Revenue Cycle and Forecasts

The Right Metrics: Revenue Cycle Metrics


Use Metrics to Set & Justify Budgets

New Targets

60,000

Inventory Of Active Targets

131,000

New MQLs Score>100

23,000 15.3%

Inventory of Active MQLs

10.5% 20,000

New Opps*

1,000 6 Month Created Opp Inv. 2,000

SDR capacity driven

Inbo

und

/ Pr

ogra

ms

120,000 (900K DB Total)

New Names

New SQLs

922

2.4%

1.9%

75%

Win

s 35% win


The Right Metrics: Program Performance

Incremental revenue contribution and ROI of individual marketing programs

Program Performance


See Direct Program Contribution to Sales

Screenshot: Marketo Revenue Cycle Analytics


Track All Touches Across People, Over Time

Let’s Recap #1: Apply Science to Content #2: Always be listening and responding appropriately #3: Choose the Right Metrics


The art of marketing for effective customer engagement Simon Fraser Creative Director

26 November 2014

© 2014 All materials in this presentation are copyright of OgilvyOne dnx ltd.



Advertising should be inspirational, enterprising

and, most of all, noticeable.

John Pearce, Founder CDP

Let’s start with a quote…

32



“The less you have to sell, the harder you sell it The less you have to say, the louder you yell it.”

Mrs Wormwood, Matilda, The Musical

But getting noticed ain’t easy these days. It’s a noisy world out there…

33



• On average, we each receive 228 emails a day.

• 228 x 200 words each = 45,600 words.

• 45,600 words = 40% of Twilight

• Now add the internet, social media, online and offline advertising, press, magazines, TV etc.

• Is it any wonder we’re losing the power of concentration?

Information saturation

34



We’re all “time poor”…

35



…but, when we want to, we’ll make time. 36

Be interesting.



I’d love to engage with you, but I have no idea what you’re talking about.

37

Be clear.



We deliver best-in-class, value-added solutions that transform global enterprises into market leaders.

Hmmmmm…

Wallpaper? No thanks.

38

Be meaningful.



Elias St. Elmo Lewis 1872 - 1948

Too much, too soon?

39

Be timely.

Attention Interest Desire Action

• Resist the temptation to say everything immediately

• Keep your proposition single-minded.

• Take your prospects by the hand…



Want to stand out?

40



Be different.

41

And with so much wallpaper about, it shouldn’t be too difficult.



Choose your battlefields

42



43

And finally…

Be brave.



So…

44

Be timely

Be interesting

Be clear

!

Be different

Be smart

Be brave


OgilvyOne dnx Limited accepts no responsibility for loss occasioned to any person acting or refraining from acting as a result of material contained in this presentation. No part of this presentation may be used, reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, reading or

otherwise without the prior permission of OgilvyOne dnx Limited. © OgilvyOne dnx Limited 2014. All Rights Reserved.

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