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CONVERSATIONS, NOT CAMPAIGNS
Source: Adbusters, 2011
Matt Zilli Senior Product Marketing Manager Marketo email@example.com @mattzilli
The Perfect Campaign Do the right thing Wait David Raab, Customer Experience Matrix Blog
We’re bad at this…. And here’s proof A typical email campaign… 19% Open Rate 3% Click-Through Rate 0.5% Unsubscribe Rate And if this email is “the right thing,” is a click the right result? * Representative stats from various email service provider reports
Trustworthy Always Relevant Conversations, Not Campaigns Coordinated Across Channels Strategic Why? Because effective marketing needs to be:
I opened [your email] because I knew it was your weekly email and I wanted to see inside -- the subject had no influence. That’s what happens when you become a trusted resource or an expected one. --Meryl K. Evans, “Content Maven for Hire””
The key to getting opt-in is to show the subscriber ‘What’s In It for Me’ (WIIFM)
List Building Tactics
When it comes to marketing, nobody wants to get blasted
Demographic Segmentation Gender Age (or birth year) Geography Income Interests Job title Industry Company size
The Key to Relevance is Behavioral Targeting Tactics to Increase Email Engagement
Listening & Responding to Behaviors I can do this myself! No trips to see IT – yay!
What is an engaging conversation? Listens and adapts Communications flow one to the next
Email Website Social Campaigns Transactions
Welcome! Here’s what to expect Check out this article Here’s a cool video See our latest offering Share this with friends Here’s what others like! Happy birthday Hi, are you ready to buy? More cool content
OK, why aren’t more marketers doing this?
This is way too complicated.
Drag and drop new content Not just email campaigns – Social, Direct Mail, SMS, etc…
COORDINATED ACROSS CHANNELS
STRATEGIC: BEYOND OPENS AND CLICKS
Open Click Unsubscribe Bounce Etc.
Engagement Over Time Dec Jan Feb Mar Apr May 100 80 60 40 20 0 1.5% Unsubscribe 65 Engagement 55d Next Cast Mar 18, 2013 Engagement: 60 2013 Marketo’s Secret Sauce Definitive Guide to Events Lead Nurturing Lead Nurturing Streams Setup My Tokens Members View: Dashboard Ў Streams: All Streams Ў
Track All Touches Across People Screenshot: Marketo Revenue Cycle Analytics
Source: Marketo Revenue Cycle Analytics, June 2013* Percentage of all programs in channel that achieve MT Ratio > 5 Nurture Email - CTA Nurture Email Paid Online (PPC+Email) Nurture (New) % Above Min* N/A 52% N/A 39% 79% 46% N/A 38% N/A N/A N/A 29% 38% 52% 7.6