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Right Message, Right Buyer - at the Right TIme
The document discusses how to effectively engage customers through content marketing. It recommends creating relevant content tailored to different audiences and stages in the buyer's journey. Content should be delivered at the right time through personalized messaging across channels like email, social media, and mobile. Marketers should track customer behaviors and interactions across multiple touches to measure the success and ROI of different programs and channels. The goal is to attract potential customers, engage them with helpful content, and nurture them into qualified sales leads over time through personalized conversations.
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Similar to Right Message, Right Buyer - at the Right TIme
Right Message, Right Buyer - at the Right TIme
- 1. #C2C16 The Right Message,The Right Time Heidi Bullock, VP Demand Generation, Marketo @heidibullock
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- 4. Buyers are Self-DirectingJourneys 66% to 90% of a Buyer’s Journey Today is Self-Directed
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- 7. #C2C16 1. Content 2. Acquisition 3.Engagement 4. ROI Topics
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- 9. Everyone says they’redoing it (WHEN ASKED, MOST MARKETERS SAY THEY DO CONTENT MARKETING) B2B marketers B2C marketers
- 10. I usually scanthe information then trash it. 59% Much of the material is useless. 62% Base: 319 business and IT decision-makers and senior-level IT and business executive decision-makers at companies with 1,000 or more employees If everyone is a content marketer, how does my stuff break through? 75%Vendors give me too much material to sort through.
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- 12. So what doyou do? Hint… Yo! We’re not all the same!
- 13. #C2C16 Formula for Engagement E= Relevant Content + Right Time + Personal
- 14. #1 – CreateRelevant Content Higher Ed B2B: Enterprise Healthcare Competitor Customers Consumer
- 15. Page 15 Tips 1. Addressa need – what does your reader care about? 2. Be relatable – this is knowing your audience 3. Make a point and get to the point… 4. Standout 5. Listen to inputs from sales, social, and of course your customers Litmus test: If you are doing it well, your customers, partners, and friends will thank you for it!
- 16. Webinars SlideSharePresentations Videos Blog posts Podcasts Infographics Activity Books/Worksheets Articles Maybe you don’t need another eBook…
- 17. #2 –Present itat the right time
- 18. #C2C16 Content and Gateat the RIGHT TIME
- 19. #C2C16 How do youknow? “Lead scoring is the shared sales and marketing methodology for ranking leads in order to determine sales-readiness” 1. Lead Fit 2. Lead Interest 3. Lead Behavior 4. Buyer Stage and Timing
- 20. #C2C16 Example Early Score = 5 Mid Score= 40 Late Score = 100 Funny video Analyst report Demo
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- 23. Your website isoften the destination
- 24. #C2C16 Would you sendthe same email to your entire database?
- 25. Page 25 • 74%of consumers get frustrated when website content appears that has nothing to do with their interests. • The average website conversion rate is 2%.
- 26. Page 26 #3 –Personalizethe Experience
- 27. #C2C16 Where to Personalize WebsiteSocial Email MobileVideo
- 28. Page 28 Visitors presentedwith personalized content convert 5X more than avg. Local Live Events Web Personalization - Location
- 29. Page 29 Web Personalization- Vertical-Based Default View Personalized for Visitors from the Healthcare Industry Higher engagement, with average visit duration rising 313% and average pages per visit increasing 163%.
- 30. Page 30 Account-Based Marketing(ABM) Visitors from UPS Visitors from Barclays Increased opportunity stream from key accounts
- 31. #C2C16 EDUCATION VERTICAL FINANCIALSERVICES VERTICAL CTR: 1.37% CTR: 2.37% CTR: 1.39% CTR: 1.96% Testing – What works the best
- 32. Page 32 Conversion Rates 33%Conversionrates for personalized campaigns 20%Increase in qualified lead gen with selected content Visitors presented with personalized content convert 5X more than avg.
- 33. #C2C16 Retargeting - OK AnInternet User Visits Your Site Leaves Your Site On Other Sites Your Ad Appears Your Ad Piques Their Interest Customer Visits Your Website YOUR SITE
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- 35. #C2C16 Leverage Behaviors andProfiles
- 36. Example 1: Google TheseAds drove 2x more lead conversions 117% increase yr./yr. in qualified leads
- 37. #C2C16 Example 2: Facebook HigherEducation Healthcare Enterprises
- 38. #C2C16 Example 3: LinkedInSponsored Update
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- 41. #C2C16 Define the Tacticsand Cadence
- 42. #C2C16 Hi, are youready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Hi, are you ready to buy? Bummer – too much, not relevant
- 43. #C2C16 • Here’s acool video • Check out this article • See our latest offering • Share this with friends • Here’s what others like! • Download our new book • Happy birthday • Join us at our event • You like X, check out Y • Fun ways to learn more • Take this survey • You haven’t bought yet, here’s a 10% discount Ideal: Adjust, listen, respond
- 44. Page 44 • PersonalizedCTAs resulted in a 42% higher conversion rate than generic CTAs. • Leads who are nurtured with personalized content produce a 20% increase in sales opportunities.
- 45. #C2C16 Email Personalization 1. Video 2.Dynamic content 3. Tokens 4. Triggers
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- 47. #C2C16 Dynamic Content Here weare segmenting by AGE
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- 50. #C2C16 • Attends event •Logs into mobile app • Downloads content • Click email • Fills out form • Score is changed • Product interest • Inactivity IT Finance C-level Triggers – Can listen for behavior
- 51. #C2C16 Marketo Aggregate EmailPerformance Triggered Nurture provides 2x Avg. Click to Open Ratio to Regular Nurture Triggered Nurture provides 10x Avg. Click Ratio to Batch
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- 54. #C2C16 Why Measuring Returnis Hard Multiple touches. 7 Unclear success. Opened? Clicked? Multiple influencers. 5-21
- 55. #C2C16 Reporting Maturity Curve Multi- touchROI Multi-touch Revenue Single-touch Revenue Opportunities Won Conversion Based (Form Fill)
- 56. #C2C16 Track All TouchesAcross People Screenshot: Marketo Revenue Cycle Analytics
- 57. #C2C16 First Touch Watched our demovideo on home page Registered for Analytics Webinar Downloaded Analytics Survey Results Attended “Top 10 Marketing Reports” Webinar Engaged with us at Big Tradeshow Connected with Sales Rep 3 months $100K $100K
- 58. #C2C16 Multi Touch Watched our demovideo on home page Registered for Analytics Webinar Downloaded Analytics Survey Results Attended “Top 10 Marketing Reports” Webinar Engaged with us at Big Tradeshow Connected with Sales Rep 3 months $25K $0 $25K $25K $100K $25K
- 59. #C2C16 Know what iseffective at TOFU vs. MOFU Page FT Revenue MT Revenue Tradeshows $410,000 $525,000 Webinars $320,000 $903,000 Content – Demo Video $500,000 $117,000 More efficient at pushing leads through funnel More efficient at acquiring the right leads
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- 61. Goal: Brand awarenessand lead generation Metric: engagement with C- level, new names, pipeline Timing: month one, three months out, 1 year Questions: Did we create C-level engagement? Did this topic resonate with our target audience? Did this post bring in any news names? Did this content help create pipeline? What were the top performing channels? How did the program do overall wrt to pipeline? Large Content Initiative
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- 63. Early Stage Assessment EarlyIndicators Metric Comments Rating Engagement 1.3K shares Above our standard index of 50 New Names 2309 $17 / new name – this is reasonable Did it resonate with our target audience (C-level marketers)? % of names – C level 50% were VP or above, good
- 64. Later Stage Assessment LateIndicators Metric Comments Rating FT Pipeline $1.04M 26 FT ratio – good ROI MT Pipeline $2.34M 59 FT ratio – good ROI Closed Won $ (FT) $455K 10x - positive
- 65. Top Performing ChannelsRevenue Won Webinar - sponsored $350K Email - Marketo database $25K Email - sponsored $22K Social - paid $15K All others $43K Top Performing Channels
- 66. Did we createC-level engagement? Yes – 50% of new names were VP and above Did this topic resonate with our target audience? Yes – 1.3K shares, above our index for the month Did this post bring in any news names? Yes -2,309 Did this content help create pipeline? Yes - $1.04M -FT, $2.34M- MT What were the top performing channels? Webinar How did the program do overall wrt to pipeline? 10x ROI Performance Report Card
- 67. #C2C16 The Right Message,At the Right Time: 1. Content is king but it has to be relevant and mapped to the respective buying stage. 2. Make acquisition awesome - Grow your top of funnel and increase conversion using personalization across channels. 3. Engage potential buyers by listening to their behaviors – and responding with multi-channel relevant - conversations. 4. Deliver the purchase-ready leads to sales through nurturing and scoring. 5. Measure channels and programs – so you know what works and can course correct in real-time. @HeidiBullock
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Editor's Notes
- #2 30 min
- #3 Marketo provides software that helps marketers develop long-term relationships with their customers – from acquisition to advocacy Marketo has really helped the marketer become the steward of the customer journey.
- #5 But this noise has also created a world of information abundance - buyers are more empowered than ever before. And armed with this info, they are forming opinions and drawing conclusions well before they choose to interact with your brand. In fact if you look at some data points, from folks like Forrester, they say that anywhere from 66-90% of a buyers journey is self-directed before they interact with you
- #6 But, today’s mobile, social, digital world has made this really hard to create this virtuous cycle of customer success. First of all, there is lots of noise out there - buyers are being bombarded by more than 2900 messages per day; they can recognize about 50 and remember maybe four.
- #7 Content marketing is the only marketing left
- #17 Not always about MORE content Keep in mind, content is not just white papers or eBooks! Can be simple and short blog posts, 4 minute videos, infographics, etc. 93% of marketers use video
- #18 In addition to unparalleled reach, Facebook lets you reach real people. Facebook is able to deliver results because of it’s incredible reach across devices. With 180M monthly active users with 153M of those people also on mobile, all of the people who matter to you are on Facebook no matter what device they’re using. Only a few digital publishers have a registered relationship with consumers offering a persistent connection to their audience. And Facebook has the largest addressable audience. Because on Facebook, who you are and what you represent is on your profile, and that’s incredibly powerful…especially when people’s authentic selves are represented across devices. In a world where audience attention is increasingly fragmented, it is important to leverage targeting platforms – like Facebook – that can reach audiences wherever they choose to consume content. Cookies are less accurate and don’t work on mobile The shift to mobile isn’t without its challenges – There are lots of different devices: 60% use more than 1 device per day, 25% use 3 devices every day (SOURCE: GfK, 2014; US & UK; n=~2000) Imagine 60 years ago if you would told the marketing world that you would put a screen literally in the palm of every consumers hands and enable realtime marketing message delivery: We would’ve called it “Marketing Nirvana”
- #24 Where do you start? Your website is one of the first areas you want to spend time on and make sure it is optimized for lead generation.
- #26 In other words, nearly all of the people who visit a site for the first time leave without some form of desired action.
- #27 People are different you cant just show them all the same thing. In the era of engagement you need to interact with your prospects as individuals, based on who they are and what they do, wherever they are. Web personalization delivers a personal and relevant experience to your visitors based on who they are and what they do—whether that visitor is an anonymous visitor, a known contact, or a loyal customer.
- #28 We are going to go over four ways you can personalize with your audience. First, let’s discuss where you can personalize on the different channels you might use. Web Personalization – this includes your own website Email Personalization – personalizing the content and even the layout for your audience Social – personalizing the ads your consumers see on facebook or even through retargeting with google Mobile – if you audience is on mobile (chances they are), you can use this channel to personalize content they see on their mobile device
- #29 NICE Systems is the worldwide leader of intent-based solutions. An enterprise B2B company running global operations, executing marketing activities around the world and targeting different verticals with different solutions. In this example, NICE promoted their US customer conference only to visitor coming from the US.
- #30 Hortonworks develops, distributes and supports a 100% open source distribution of Apache Hadoop for the enterprise. Hortonworks.com has a high volume of website visitors with hundreds of content assets under the resources section. They used RTP to target specific industries such as Healthcare.
- #31 Apprenda is the leading enterprise Platform as a Service (PaaS) powering the next generation of enterprise software development in public, private and hybrid clouds. Their key prospects are enterprise organizations with high revenues and employee size. They know who their key accounts are and target them using named account lists. In this example, Apprenda created special landing pages for key enterprise accounts like UPS and Barclays Bank.
- #32 Make sure to continue your account based marketing, with personalized content, not just in your outbound campaigns, but also once you are able to drive some level of interest and traffic to your website. Here is an example where I am showing an example of content we might show for ENT vs. SMB at the top And then you can do really cool things – you can serve 2 ads using auto-tuning and then the winner will be shown. We have an education case study and a financial services case study. The winners are in red – and this is what was shown.
- #34 As a quick overview to how retargeting works.
- #35 Using marketing automation, specifically Marketo – you have the ability to Target the right potential customers Attract them with highly personalized ads Engage them throughout the buyer journey
- #36 How does this work? With Marketo, there is the ability to connect Marketo’s rich data (such as a buying stage or target account) ---- to popular Ad Tech platforms such as linkedin, facebook, or google (personalized retargeting ads, target display ads, optimized pay per click ads)
- #39 Now here is a personalized remarketing ad
- #42 Now that you know who you will segment, you want to identify the type of nurture – for example (pre –MQl) then the right tactics and cadence. I am showing a simple example here. You will notice the tactics are NOT just limited to email.
- #43 This is what it sounds like when done wrong. It beats an incessant drum for subscribers. And does not engage them or enthuse them to open in future.
- #44 This is more like what you want your email program to be. Note the use of 4+1+1 cadence Done well this should have branches that adjust, listen, respond, react. SO HOW DO YOU DO THAT?
- #45 Marketers see an average increase of 20% in sales when using personalized web experiences. (Source) CLICK TO TWEET Personalized CTAs resulted in a 42% higher conversion rate than generic CTAs. (Source) CLICK TO TWEET Leads who are nurtured with personalized content produce a 20% increase in sales opportunities. (Source)
- #46 Another channel you can personalize is on email. Here are 3 ways you can personalize with email is with dynamic content, tokens and nurture. I will go into this further next.
- #48 First is dynamic content. What is dynamic content? Dynamic content is where you can create a single email and make changes within the single email for each segmentation. The great thing about this is you only have to create one email and just switch out the image or maybe the offer for each segment. In this example we are segmenting by age, but you can also think about it based on motivations. Each age group has different preferences when it comes to going on a vacation even if they are all going to the same place. For the younger crowd, they might be interested in the spring break activities and adventures. For the middle aged group, they are more interested in family vacations and adventures you can go on with kids. And finally for the older generation, they could be more interested in relaxation. Though all three of these groups are getting the same offer – the reasoning behind the offer is different and you can use dynamic content to build these out and segment your database. dynamic content is based on marketo segmentation that we set up
- #49 Another way to personalize an email is with tokens. Tokens pull in specified information from your database and use that information to personalize an email. In this example, we are personalizing by the customer’s name, pet type, % discount and food brand. Easily personalize any email with tokens. The more personal, the more engagement. Especially in the subject line. Here it could say ‘Hi Lizzy, We hope you are enjoying your pet fish. For a limited time we are offering a 50% discount on the super fancy fish food…’ I would definitely be more likely to go spoil my new fish after receiving this personalized email.
- #50 Today’s digitally-empowered buyer is channel-agnostic. This new buyer has become the undisputed controller of her relationship with your brand. Now, more than ever, your customer is in charge. As a Multi-channel marketer, you’ll need to do two things- • Listen: Pay close attention to buyer behavior across all channels so you have a single, integrated view of the buyer persona. • Act: Manage, personalize, and act on conversations with buyers across channels. A conversation you start in an email must continue when the buyer navigates to your website, and shouldn’t skip a beat when she jumps over to your Facebook page. Some of the channels to consider are: Email, Web, Retargeting, Direct mail, Social media, Mobile( SMS/MMS)
- #51 An ideal situation, it to nurture based on your buyer’s behavior. Based on these inputs, you can send relevant information at the right time.
- #52 Star – when Marketo released CEE
- #55 But you know, marketing measurement is hard. And it’s hard for a number of reasons. Back in the age of information scarcity, it made sense to tie all the revenue for a win back to the source campaign, but today that doesn’t make any sense at all. Today there are multiple campaigns touches. For Marketo, our buyers engage with an average of 7 marketing campaigns before buying. At some companies, the number is as high as 25 to 30. Campaign success is also hard to measure. Often campaign successes are tied to meaningless criteria such as a click, which doesn’t correlate to the desired business outcome the marketer had in mind for the campaign. Further complicating mattes is that there isn’t often just a single buyer. You may have two buyers, and both come into the process at different times, through different marketing campaigns. With Marketo, we’ve seen as many as 21 people involved in the buying decision. Feel bad for the rep! So how do you measure ROI with that sort of complexity. It starts with actually having the data. I’ve seen situations where sales will close a large deal, and marketers go through a manual effort to figure out, and show the different ways that marketing helped closed the deal, so that they get some credit for it. And that can get crazy pretty quickly.
- #57 Step 1: Important to track all touches
- #62 Third party Cost decent amount of $$$$ Plan to leverage for about 1 year
- #63 Attached is a breakdown by traffic source. Time period is Q3. Organic search has the best engagement in terms of pages per visit combined with duration, although email referrals do great as an entry point but the content doesn’t seem to resonate much with that audience (given the visit duration). Looking at PPC and referrals it looks like we can improve the ads to better match the content since engagement doesn’t seem great there. Overall traffic isn’t impressive compared to other areas of the site, but it is also very specific types of content for a targeted group so that isn’t a big surprise.
- #64 2309 new names Investment = $40K $17/new name
- #68 To summarize, I will leave you with these five takeaways! Again, I covered a lot of this very quickly today – for more details please attend one of the other 30 min webinars in the bootcamp!