the era of engagement marketing

Era of Engagement Marketing

Lori WizdoPrincipal AnalystForrester Research

Hally PinaudSr. Product Marketing ManagerMarketo

Agenda

1. The Engagement Marketing Imperative

2. Engagement Marketing in Action3. The Road Map to Engagement

Marketing4. The Engagement Marketing Journey

The Engagement Marketing Imperative

The Engagement Marketing Imperative

Lori WizdoPrincipal Analyst, Forrester Research

Expanded remit of marketing

Fragmentation of marketing channels

Dramatic changes in customer behavior

We are in the midst of a revolution in the practice of marketing . . .

© 2013 Forrester Research, Inc. Reproduction Prohibited 6

Where buyers get

information

What buyers know before

seeking sellers

•Salespeople

•Brand perception

Pre-Web Web 1.0 Social Web

Knowledge is democratized


Where buyers get

information


seeking sellers

•Salespeople

•Brand perception

•Google•Your website

•Brand perception•Features/benefits•Alternatives




Where buyers get

information


seeking sellers

•Salespeople

•Brand perception

•Google•Your website

•Brand perception•Features/benefits•Alternatives

•Peers/colleagues•Experts•Your customers

•Brand perception•Features/benefits•Prices•Alternatives•Comparisons•Reputation•Customer opinions

•. . .




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%


Today’s Buyers Self Educate

Source: Q2 2014 Forrester/Internet Retailer B2B Buy-Side Survey

of B2B buyers research half

or more of their work

purchases online

74%


Buying journey touch points proliferate

Vehicles have influence at each stage of the buyer’s journey from Discovery to Purchase.

>10


say their budgets are fragmenting across media and marketing channels.

73%

Source: December 12, 2013, “B2C Marketers Must Turn Fragmented Marketing Budgets Into Business Budgets” Forrester report

Marketers Feel the Pain



Source: “Build Your Content Brand By Delivering Customer Value” Forrester report

Average number of connected devices for

US online adults

3

people now reading their

emails on smartphones

66%


use tablets or

smartphones to research work

purchases

50%

Source: Q2 2014 Forrester/Internet Retailer B2B Buy-Side Survey



Today’s Buyers Seek Feedback From Peers


Today’s Buyers Want Guidance


Today’s Buyers Want You To Anticipate Their Needs.


What it means?

Image source: Think With Google (https://www.thinkwithgoogle.com/)

You need to be relevant at the ZMOT


There are many ZMOTs in the Buyer Journey

* Source: Q2 2014 Forrester/Internet Retailer B2B Buy-Side Survey Base: N=126 B2B buyers** Source: Business Technographics Global Priorities and Journey Survey, 2014, N=13,822


Why Campaigns Don’t Work Any More

Scales <to a point>with volume

Campaigns are…• About your goals, not your

buyer’s

• Contextually irrelevant

• Not an effective content distribution mechanism

• Not designed around the buyer journey


“You also had a very good feeling about the last one”


Source: March 28, 2013, “The New Physics Of Lead-To-Revenue Management” Forrester report

It is not about “filling the funnel.”

It is about guiding buyers through a journey.

Source: Andertoons (www.andertoons.com)

Engagement Marketing In Action

© 2014 Marketo, Inc.

Marketo Proprietary and ConfidentialPage 28Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023

The Quest of Every Organization

YOURCUSTOMERS

ENGAGEMENT MARKETINGBuild personalized and lifelong relationships

#1 – As Individuals

#2 – Based On What They Do

#3 – Continuously Over Time

#4 – Directed Towards An Outcome

#5 – Everywhere They Are

Engaging People: As Individuals

Engaging People: Based on What They Do

5X more conversions

30% of goal

completions

Engaging People: Continuously Over Time

30%Increase in year-over-year

ticket sales

90%Renewal rates

Engaging People: Directed Towards a Goal

4MUnique blog visitors

per month

100MEmails sent per month

65MApp downloads

Engaging People: Everywhere They Are

Road Map to Engagement Marketing

Know Your Buyer

NewMarketing Programs

Execute The Engagement

Plan

The Go-to-Customer

Portfolio

Existing Marketing Programs

EngagementMarketing

Plan


Plan The Engagement

Strategy

Business Goals

MeasureAnalyzeOptimize

1 2 3 4

1. Get To Know Your Buyers


What do our best customers look

like?

What are they trying to achieve?

How are we relevant to them?


Personas Can Help Us Understand How We are Relevant to Our Customers..

Hermione: Content Marketing Wizard (small technology vendor)

Key Responsibilities:Content StrategyContent DevelopmentSocial Publishing

Success Factors:Inbound LeadsContent ConsumptionSales Feedback on ContentProduct Management Feedback

Solution/Sales Plays:Value Points:

Reports

Data

Advisory

Consulting

Inquiry

Content

Touch Points:

Advisory: Content Audit (3,4)

Advisory: Maturity Model(6)

Advisory: Message Maps (4)

Thought Leadership Paper (1)

TEI Report (3)

Digital Reprints (2)

Forrester Leadership Board (1,6)

Events

Webinars

Analyst Engagement

Best Practice Emails

Monthly Check-In Calls

1. Access to internal thought

leaders

2. Scaling content to support

multiple nurturing streams

3. Late Journey Content

4. Message Management

5. Budget & Resources

6. Justifying role and process

to the CMO and exec

peers.

Info Sources:LinkedInColleaguesMarketing ProfsConferencesThought Leader Blogs

Challenges:

How Are We Relevant to Them


What we sell:

› Banking Services

› Loans and Credit

› Merchant Services

› Insurance

› Payroll and Business Services

What Steve Buys:

› Efficient Operations

› Flexible Cash Flow

› Capital for Expansion

› More Payment Options

› Risk Mitigation

› Operational Efficiency

What are they trying to achieve?


What Are They Trying To achieve

Capabilities Solutions Problems Solved

Buyers Who Have The

Problem

Capabilities SolutionOffering Outcomes

Key Decision Makers

Traditional Product Marketing Builds Messaging Around Products

Customer-Centric Marketing Builds Messaging Around Outcomes

2. Plan the Engagement Strategy

The Customer Lifecycle Framework Helps B2B Marketers Make The Pivot To the Customer


Help Buyers Through The Journey


Use RaDaR to Plan Your Engagement

Content is the currency for engagement.


Everybody is a content marketer!

2015 B2B Content Marketing Benchmarks, Budgets and Trends – North America, Content Marketing Institute and MarketingProfs


Source: Forrester/BMA/OMI May 2014 Global Content Marketing Benchmark Online Survey*2015 B2B Content Marketing Benchmarks, Budgets and Trends – North America, Content Marketing Institute and MarketingProfs+Source: “B2B Content Marketing 2016: Benchmarks, Budgets, and Trends – North America,” produced by Content Marketing Institute and MarketingProfs, and sponsored by Brightcove.

Marketers struggle to make content pay off

38%Say content their marketing is effective.*

55%Lack clarity on successful content marketing program design.+

16% Say content marketing efforts are very effective at delivering business value


Buyers don’t engage with it

Base: 210 senior-level business and IT decision-makers at companies with 500+ employeesSource: Forrester’s Q1 2016 Content Objectivity Study

64%Say “vendors give me too much material.”

50%Say “much of itis useless.”

51© 2016 Forrester Research, Inc. Reproduction Prohibited

Source: Forrester’s Business Technographics Priorities and Journey survey.

Deliver content aligned to buying stage

• Market trends and a future vision• Real challenges they can relate to• Engaging, aspirational content

• Peer approaches and successes• Assessment of current capabilities • Vendor and provider landscape

• Unbiased market data• Audience-relevant topics• Thought-leading content

• Peer use cases• Assessment of relevant needs• Overview of solution category

• Business cases and estimators• Unbiased solution review• Sales enablement tools

What your customers want What you should provide

BUY

EXPLORE

DISCOVER

• ROI validation• Confidence in the specific solution• Situation-specific insights

3. Execute the Engagement Plan


Engaging To

Reach

Source: April 14, 2014, “The Customer Life Cycle: A Blueprint For Customer-Obsessed Enterprises” Forrester report


The way deals start today ..


The other way deals start today ...

Discovery marketing is the process of making your brand, product, or solution discoverable to seekers in any relevant information source.

B2C marketers an average of $40 million for search marketing

40% of B2B marketers more than $10 million for search marketing

“Discovery” Doesn’t Come Cheap.

22% of B2B marketers more than $50 million for search marketing


How People Find Websites

54%Natural Search

32%Social Sites

28%“Links”

26%Branded Emails

18%Sponsored Search


Showcase industry expertise and POVs


Use context to trigger actionLOOK AT THE WORLD THROUGH THE EYES OF YOUR CUSTOMER

Sales Benchmark Index tracked promotions to VP – Sales on LinkedIn to target

outreach for its eBook called…(wait for it)…

“Promoted to VP of Sales”


FOCUS ON SEARCH, SOCIAL AND AMPLIFICATION TO EARN ATTENTION

Engaging to Reach

› Match your content to the buyers needs in the ‘discover’ and explore phases

› Seek out discomfort,confusion and boredom.

› Put your content into play with SEO, syndication, and social.

› Design & deliver to maximize conversion.

› Put paid behind what works.


DISCOVER

Source: April 14, 2014, “The Customer Life Cycle: A Blueprint For Customer-Obsessed Enterprises” Forrester report

Engaging For

Depth


Source: The New Yorker

“Maybe nobody goes to your Web site because it’s about you”


Source: Forrester’s Report, B2B Content Fails The Customer Engagement Test

26 out of 30 B2B websites failed our basic 10-criteria test.


Personas

Outcomes

This is useful


There’s room for improvement

in putting our content into play.

Make it easy for visitors to find stuff.


Source: https://retirementplans.vanguard.com/VGApp/pe/EducationNewsCenter

Make it easy for visitor to find what they need.

Vanguard connects content to key buyer concerns


Provide content with utility

Adobe: publishes a dedicated

digital marketing newsroom.


Engaging for DepthEducate and advise customers through owned channels

› Provide clear guidance.

› Deliver formats that aidcustomer goals.

› Help facilitate smart decisions.

› Provide value with utilitycontent


Engaging To Build

Relationships


Engage to Drive Adoption.

Harland Clarke found banks that “onboard” have attrition rates 4-5% below peers.

Citi builds relationships after purchase


Engage to Deliver Value

Source: schwab.com

Schwab’s simple user experience focuses on teaching investment basics


Engage to Drive Usage.

“Nobody wakes up wondering how they’ll use mayonnaise today. We needed to help answer ‘what can I make for dinner today?’ instead.”

— Julie Fleischer, content marketing director, Kraft Foods


› Help customers get the mostout of your products.

› Offer exclusive updates.

› Mine intent to drive outcomes.

› Encourage interaction with fans.

Increase customer loyalty and lifetime value in customer channelsEngaging to Build Relationships

4. Measure, Analyze, Optimize


Keep Measuring TacticsCA Technologies inspects behavior to reduce trial barriers

Direct visit = 10% completion rate

Visiting product page increases completion rate to 55%.

UX now includes product data.


Start Measuring ProcessLess Funnel, More Pipe.

It’s not about moving masses of “leads” through a sequential process of attrition until tens or hundreds of deals emerge.


Start Measuring ProcessLess Funnel, More Pipe.

Lead-To-Revenue Management Process Scorecard

Marketing Owns The Lead Record Sales Owns The Lead Record

Sales Owns The Opportunity

Lead MQL SQL Opportunity ForecastClosed (Lost)

Closed (Won)


Measure HolisticallyIt’s not a volume game.


Measure to ImproveDon’t Measure to Report. Measure to Get Better.

volume

value

velocity

Conversion %

Prior Conversion %

plan

delta

Where is the weakness in the end-to-end process?Where are we getting better? worse?

Know Your Buyer

NewMarketing Programs

Execute The Engagement

Plan

The Go-to-Customer

Portfolio

Existing Marketing Programs

EngagementMarketing

Plan


Plan The Engagement

Strategy

Business Goals

BuyerPersona

Customer Insight

BuyerJourney Mapping

BuyerArchetype Content

MeasureAnalyzeOptimize

Channels&

TacticsProcess

Content, Tactics & Channels

The Engagement MarketingJourney

To Win In Today’s World

BLASTINGVia mass advertising

Based on who they are

Using point in time campaigns

Across few / isolated channels

With unclear objectives

NURTURING

As individuals

Based on what they do

Continuous conversations

Wherever they are

Always directed towards a goal

Tweetable Takeaways

Tweetable Takeaways

It’s up to marketers to become the stewards of the customer journey.

Tweetable Takeaways

Engagement marketing is about creating meaningful interactions with people,

based on who they are and what they do, continuously over time.


Tweetable Takeaways

Engagement marketing is about creating meaningful interactions with people,

based on who they are and what they do, continuously over time.


Evaluate where you sit on the Engagement Marketing Journey today.

Questions?

the era of engagement marketing

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