If you like this presentation – show it...

Slide 0


Slide 1

Source: Adbusters, 2011

Slide 2

Matt Zilli Senior Product Marketing Manager Marketo mzilli@marketo.com @mattzilli

Slide 3

The Perfect Campaign Do the right thing Wait David Raab, Customer Experience Matrix Blog

Slide 4

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

Slide 5

Trustworthy Always Relevant Conversations, Not Campaigns Coordinated Across Channels Strategic Why? Because effective marketing needs to be:

Slide 6


Slide 7

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””

Slide 8

Slide 9

Slide 10

The key to getting opt-in is to show the subscriber ‘What’s In It for Me’ (WIIFM)

Slide 11

List Building Tactics

Slide 12


Slide 13

When it comes to marketing, nobody wants to get blasted

Slide 14

Demographic Segmentation Gender Age (or birth year) Geography Income Interests Job title Industry Company size

Slide 15

The Key to Relevance is Behavioral Targeting Tactics to Increase Email Engagement

Slide 16

Slide 17

Listening & Responding to Behaviors I can do this myself! No trips to see IT – yay!

Slide 18


Slide 19

What is an engaging conversation? Listens and adapts Communications flow one to the next

Slide 20

Email Website Social Campaigns Transactions

Slide 21

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

Slide 22

OK, why aren’t more marketers doing this?

Slide 23

Slide 24

Slide 25

Slide 26

This is way too complicated.

Slide 27

Drag and drop new content Not just email campaigns – Social, Direct Mail, SMS, etc…

Slide 28


Slide 29

Slide 30


Slide 31

Slide 32

Open Click Unsubscribe Bounce Etc.

Slide 33

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

Slide 34

Track All Touches Across People Screenshot: Marketo Revenue Cycle Analytics

Slide 35

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

Slide 36