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B2B marketers have it easy. Most of the time, they get to talk to every potential customer directly. But how in the world can consumer marketers do that with millions of customers? Find out here!
Citation preview
Steal their Playbook:What Consumer Marketers can learn from B2B
Matt ZilliDirector, Product Marketing, Marketo@mattzilli
1700s
I’ve given you all my
leads!
Prepare your leads!
1800s
Where are my leads?
I’ve got no leads.
1900s
Terribly sorry, but I don’t have any more leads.
I asked for leads.
And now… B2B marketers have it easy
Page 6© 2014 Marketo, Inc.
And now… B2B marketers have it easy
• Understand each “lead”
• Engage beyond a single touchpoint or transaction
• Provide quality leads to sales
How can we apply a similar approach in
marketing to consumers?
Page 8© 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Let’s boil it down…
• Understand each “lead”
• Engage beyond a single touchpoint or transaction
• Provide quality leads to sales
• Understand each person
• Engage beyond a single touchpoint or transaction
• Drive people towards a goal
Page 9© 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Personal
Durable
Directed
Personal
Page 11© 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Personal, B2B style
Page 12© 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Personal, B2C style
Page 13© 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Adaptive MarketerImage: Hugh Mac Leod, www.gapingvoid.com
Page 14© 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Page 15© 2014 Marketo, Inc.
Marketo Proprietary and Confidential
When it comes to marketing,nobody wants to get blasted
Page 16© 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Personal….with content
Page 17© 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Page 18© 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Personal….with cadence & channel
Page 19© 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Durable
Page 21© 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Durable, B2B style
Page 22© 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Durable, B2C style
Page 23© 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Durable
Credit Card Mortgage Rates Life Insurance
Page 24© 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Lead Nurturing
Page 25© 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Nurturing
Page 26© 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Nurturing (def.): Building relationships with customers over time through engaging conversations
Page 27© 2014 Marketo, Inc.
Marketo Proprietary and Confidential
•Communications flow one to the next
•Listens and responds
•Relevant and meaningful
What is an engaging conversation?
Page 28© 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Listen & Respond
Page 29© 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Directed
Page 31© 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Directed, B2B style
Page 32© 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Directed, B2C style
Our post just hit a hundred likes!A HUNDRED!!!
Page 33© 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Directed, towards a goal
GOALSYou gotta start somewhere
Page 34© 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Directed, throughout the lifecycle
Awareness
Knowledge
Consideration
PurchaseRepeat Purchase
Loyalty
Advocacy
Page 35© 2014 Marketo, Inc.
Marketo Proprietary and Confidential
A word on measurement…
Page 36© 2014 Marketo, Inc.
Marketo Proprietary and Confidential
A word on measurement…
Page 37© 2014 Marketo, Inc.
Marketo Proprietary and Confidential
1) Take a customer-centric view, not a campaign-centric view
2) Choose goals that can be measured (duh)
3) Determine which (trackable) behaviors indicate your marketing achieved your goals
A word on measurement…
Page 38© 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Page 39© 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Tweetable Takeaways…
1. Consumer marketing for the twentieth century:Personal, durable, directed
2. Get personal with your customers: Send relevant content on their schedule, not yours
3. Build relationships with your customers over-time and they’ll rarely unsubscribe
4. Marketing should drive your customers through their lifecycle faster than they’d go on their own
5. Measuring your marketing is easy if you don’t overcomplicate it. Focus on moving people through their lifecycle
@mattzilli@marketo