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Know More, Care More, Do More: How to Listen, Learn, Engage with the Modern Buyer
The webinar by Jill Rowley discusses strategies for modern marketers and sellers to effectively engage with today's digitally-driven consumers, emphasizing personalized communication and understanding customer needs. It highlights the challenges brands face in aligning with buyer preferences and offers insights into leveraging data to create a seamless customer experience. The session covers actionable steps for improving engagement through storytelling and data integration across various channels.
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Know More, Care More, Do More: How to Listen, Learn, Engage with the Modern Buyer
- 1. Know More, CareMore, Do More: How to Listen, Learn, and Engage with the Modern Buyer Jill Rowley Chief Growth Advisor, Marketo
- 2. Page 2Marketo Proprietaryand Confidential | © Marketo, Inc. 3/21/2018 Housekeeping • This webinar is being recorded! The slides and recording will be sent to you after the webinar concludes • Have a question? Use the chat box and we’ll get to your questions after the webinar • Posting to social? Use our hashtag - #mktgnation • There is a brief survey after the webinar – we would love your feedback!
- 3. Page 3Marketo Proprietaryand Confidential | © Marketo, Inc. 3/21/2018 Agenda • The modern buyer, the modern marketer, the modern seller • Formula for better engagement • Examples for both sales and marketing • Quick wins to get started! Meet Jill!
- 4. Page 4Marketo Proprietaryand Confidential | © Marketo, Inc. 3/21/2018 Thank You to Our Partners
- 5. Why do weneed to change?
- 6. Think brands musthave a deep understanding of their needs in order to engage them successfully (Marketo) 73% Say that the brands could do a better job aligning their engagement activities with their preferences (Marketo) 66%65% Expect all of their interactions with a brand to be personalized (Marketo) Growing Customer Expectations
- 7. of customers believe brandstry to deliver value. (Marketo) Most of your customers don’t believe you are trying to understand them of marketers say their engagement efforts are effective. 33%83%
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- 10. Who is themodern buyer?
- 11. Meet the ModernBuyer Digitally-driven Mobile Socially-connected Empowered
- 12. And it’s alwayschanging….
- 13. So what doesthe modern marketer and seller need to look like?
- 14. Source: Forrester Meet theModern Seller
- 15. Is there VALUEin Engaging with Sales? 73% of B2B buyers find buying from the web more convenient
- 16. Salespeople are BeingReplaced Forrester forecasts that… 1 million US B2B salespeople will lose their jobs to self-service eCommerce by the year 2020
- 17. How Today’s MarketerSupports the Modern Seller Identify Insights about the Buyer Creates quality, relevant content Determines clear messaging by persona / stage Provide change management advice Provides best practices (especially with social)
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- 19. How do youdeliver value in the Engagement Economy?
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- 22. LISTEN & KNOWMORE
- 23. Know What YouHave, Fill the Gaps MARKETING WHAT ELSE? Services Product Use Content Consumption Training Satisfaction Fulfillment Account Managers Billing Advocacy Sales Web Email 3rd Party Mobile Events Direct Mail Social SEO/SEM Ads
- 24. Blue Cross Blue Shield ofRhode Island ACA insurance packages are available based on a subscriber’s age. To properly target potential subscribers, they needed to fill birthdate data gaps. of companies say their biggest challenge to data-driven marketing success is the lack of data quality and completeness. (Ascend2) 54%
- 25. It’s About IndividualBehavior What time do I engage? What didn’t haven’t I opened? Web Email What pages did I visit? What blogs am I reading? Sales What did we talk about? Where am I in the cycle? Ads Which programs did I click? What device did I use? FOREXAMPLE
- 26. Email Web Social Ads Ticket Buying DataCollectsbehavioral data across channels and lifecycle. Using data has led to 30% more ticket sales. Favorite Players Season Ticket Status Personal Detail
- 27. LEARN & CAREMORE
- 28. of marketers believe theyare able to get a complete view of their customer from all available data sources. (CMO Council) 6%
- 29. Create a SingleSource of Truth “Marketers need integration and coordination among systems to manage and optimize individual dialogs in real time, across channels, devices and contexts, on a continuous basis.” (Gartner Magic Quadrant for Digital Marketing Hubs, 2016) • Direct Mail • Program Interest • Webinars • Event Attendance • Video Consumption • Social Advertising • Admissions Touches • Enrollment Status • SMS • Search Analytics • Website Activity PROSPECTIVE STUDENT ALL ENROLLMENT INTERACTIONS
- 30. Insight Created a single- sourceof truth Discovered a need for high-value touch Action Found just the right way to deploy SMS A single source of truth isn’t just about collecting data and finding insight. It should also surface insight and power action at scale. Make Insight Accessible & Actionable
- 31. ENGAGE & DOMORE
- 32. of customers want brandsto create stories. (Buffer) 92%
- 33. @ Scale Learned thebest time to engage is when owners get a new puppy Created a campaign for new owners corresponding to their puppy’s development Timed to send each week with a new developmental milestone Great stories are: PERSONAL RELEVANT TIMELY First, Build Great Stories
- 34. uses interest inspecific topics to target content automatically adapts web and newsletter experiences asks customers to share preferred contact cadence and keep it updated CONTENT CHANNEL CADENCE Follow up on topics and formats that engage a specific customer. Learn and leverage the specific channels a customer prefers. Adjust to reach customers when and how often they want to hear from you. Keep Adapting the Stories
- 35. Storytelling Should Lasta Lifetime What’s next?
- 36. • Know WhatYou Have • Fill the Gaps • Look for Behaviors • Create a Single Source of Truth • Make Insight Accessible • Also Actionable! • Build Great Stories • Keep Adapting Your Stories • Storytelling Should Last a Lifetime LEARN | CARE MORE ENGAGE | DO MORE LISTEN | KNOW MORE
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- 38. To be Interesting;Be Interested Steve has Type 1 diabetes Steve does CrossFit Steve has two kids
- 48. Blend Digital Into YourSales DNA Mindset Skill-set Toolkit Customer Centered Centric Obsessed
- 49. We’re all onthis digital journey togetherMarketing Develops the systems & content that creates opportunities for sales Enablement Establishes the environment for continuous learning & development SalesDrives action & accountability to the sales team
- 50. Engage with meon LinkedIn & Twitter
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