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Marketer StoriesMarketer StoriesBe Inspired by the Marketing Nation
Matt ZilliMarketo
Byrony SeifertTechTarget
Emma StorbackaAvaus
Jon EwingBMI Research
Think Big, Start FastThink Big, Start Fast(And win over your sales team along the way)
September 22, 2015
Jon EwingCMO & CTOBMI Research
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THE MARKETING NATIONTM
About BMI Research
• Data & Analysis business, publishing our views on: • Political & Country Risk (> 200 countries), • Macro-‐economics,• Industry Analysis (~25 industries).
• Specialism in Emerging & Frontier Markets.• Formed in 1984; became part of the Fitch Group in 2014.• Headquartered in London; offices in US, Singapore, South Africa, Dubai & Hong Kong.
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THE MARKETING NATIONTM
Marketing at BMI
• Two main sources of revenue:• Enterprise Customers who subscribe via our online platform,• Reports Customers who buy individual reports.
• Marketing historically focused entirely on Reports Customers; Reports P&L sat with Marketing, not Sales.
• Lists of Leads were researched by a 3rd party.• Product Marketing sent, at volume, via email & direct mail.• Little/no Sales & Marketing interaction; often perceived as “in competition”.
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Change in Direction• Joined as CMO & CTO in November ‘14, with a mandate to align Marketing Strategy with the business as a whole.
• Our new strategy is simple:
• Implementation is less simple. Brought in Marketo in January 2015 as one of the key enablers.
• Key challenge is the breadth of our product line – more than 1500 products.• Customers range from wanting 1 report, to 1 entire Industry or Country, to the full range of what we publish.
Use our Content to Find & Engage Prospects, Score them, and pass them to Sales when they’re ready.
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THE MARKETING NATIONTM
The obligatory funnel slide
Leads to Sales; Marketing Support
Content Scoring, “Top 10”
Content-‐driven Nurture, Streams
On-‐boarding, Engagement, Renewals, Up-‐sell, Cross-‐sell, at-‐risk
Traffic
See
Think
Do
Care
SEO (Moz), GDN & PPC, Social
Optimizely, RTP
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Engaging Sales
• Key to the success of this strategy was the early buy-‐in from Sales.• Three key tactics helped deliver this:
1. Frequent, two-‐way communication – we worked with Sales on how we can help their process. We got their feedback on content that works/doesn’t work. We built our buyer personas with them. We built our lead scoring model with them.
2. Data – we gather as much information about a Lead’s interests as we can to help inform the Sales conversation.
3. Tangible Quick Wins -‐ the way to a Salesperson’s heart is to send them good leads, so…
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THE MARKETING NATIONTM
We sent them leads!
• Identified top 1500 prospect companies,
• Set up a Smart Campaign to trigger when a known lead from one of those companies visits our site,
• Smart Campaign sends an email to the relevant sales person.
• Within 2 weeks this had led to a sale.
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Where next?• Working closely with Sales on Lead Lifecycle & Workflow,• Evolving Lead scoring model,• Using RTP to engage unknown visitors from our Top 1500 (initially),• Optimising registration forms & processes,• Aligning team structure & campaign strategy with funnel,• Scoring Leads by interest as well as engagement,• Traffic.
• Underpinning all of this is cementing Marketing’s role within the business:• Close alignment with Sales, including shared Strategy sessions,• Close alignment with Analysts around content.
Thank You!Thank You!
Measurable results with data-driven customer dialoguesMeasurable results with data-driven customer dialoguesCase: Finnish National Opera
September 22, 2015
Emma StorbackaBusiness Development DirectorAvaus Marketing
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The Finnish National Opera
• Cultural institution• Xx yearly visitors• Not only maximizing sales but also societal role• International cultural institution
• 300 shows per year (Opera, Ballet and other shows, matinees and events)
• 300 000 visitors yearly• Subsidized with public funds• www.opera.fi
1. Less volatility in occupancy rates2. Improved customer experience3. Activating passive customer base4. Reduce need for ad-‐hoc campaigns
Why Marketing Automation?
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Customer data as the foundation for automated and smart customer communication
Marketing Database
• Transaction data• Recency Frequency segmentation
• Next purchase –prediction
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Dialogue1:Pre/Post Show Dialogue
• Welcome message 1-‐4 days before show (depending on purchase date)
• Personified with data about the show
• Encourages engagement and extends customer experience
• Mobile optimized
Welcome to the Opera –triggered from purchase data
Welcome to the Opera tomorrow!
Dynamically changed links to the right show ”find out more about your
show”
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Rate your experience
Subscribe to newsletter
Engage with us on social media
”Thank you and hope to see you soon again”
Landing page with dynamic content based on feedback
Dynamic LP: Please let us know how we can improve your experience vs. Share your
experience with your network!
How likely are you to recommend the Opera
to your friends?
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Dialogue 2:Activating passive customers
• Based on Recency-‐Frequency (RF) model, passive customers receive an activation email campaign
• Automated workflow, contents changed periodically
• Different content depending on previous purchasing behaviour of customer
Activation trigger for passive customers Time for your next visit to
the Opera?
Recommended showsNeed any help?
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Dialogue 3:Newsletters
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Modular newsletters drive engagement and revenue and are improved via a/b testing
37%
32%
15%
Of clicks Of tickets purchased
Of EUR €
82% 71% 52%
16% 14 % 20%
0,1% 16% 27%
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Results and impact on business
Results show a positive impact compared to control group
Customers receiving marketing communication
Members of pre/post showdialogue
Tickets bought days before show +0,9 days +2,1 days
Average size of purchase (€) +69% +32%
Purchases +64% +43%
Number of tickets +69% +17%
Thank You!Thank You!
Getting Started with Engagement Marketing - A 5 Step Process to Follow
September 22, 2015
Byrony SeifertSenior Director of Product Management and Operations, EMEATechTarget
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Where do I even begin?
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#1 - Start at the end, work backwards
• Back your way into the solution.• Define the end results -‐ it's a simple concept but important.• What do you want out of this?• A sale? Participation? Both?
• Defining where you want to get to helps you back into the solution.
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#2 – Define the user• I have six key questions that I ask every time I do a campaign.• Don't start out trying to get it all in.• Build slowly to the nuances, define your user and the most important actions of that user.
1. Average sales cycle?
2. Average sale price?3. Does engagement with
the brand matter?
4. Does job title matter?
5. What is the best content mix for a sale?
6. What follow-‐up is being done with the marketing qualified responses?
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#3 – The content audit
• The key step.• Don't map your content to your campaign without auditing everything you have.• List EVERYTHING• If you do this -‐ your building stage will be easy.
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Content audit exampleLifecycle Stage Content
GoalContent Description
Priority Format(s)
Message Point-‐of View
Content Gating
Time Spent
Distribution Channel(s)
KPI
Awareness Inform Showcase Alignment
News & Social Feeds, Blogs, Videos, Articles
Editorial, Expert, Vendor, Peer
Ungated <30 sec. Site, Pubs, IT Communities, Social
Engagement,Sentiment, Sharing, Views, Influence
Educate Begin to presentperspective
Social Feeds, Blogs, Videos, Articles, Infographics
Editorial, Expert, Vendor, Peer
Ungated <3 mins. Site, Pubs, IT Communities, Social
Engagement,Sentiment, Sharing, Views, Influence
Describe Push perspective& build leadership
Blogs, Videos, Infographics, Press Releases, Reports, White Papers, Webcasts
Expert, Vendor Either <10 mins.
Site, Pubs, IT Communities, Social. Events
Engagement,Sentiment, Sharing, Views, InfluenceConsideration
Challenge Drivemethodology adoption
Videos, Reports, White Papers, Webcasts
Vendor Gated <10 mins.
Site, Pubs, IT Communities, Social. Events
Influence, Re-‐engagement, Dwell, CTA Conversion rate
Decision Compel Drive urgency Spec Sheets, Guides, ROI & TCO Calculators, Testimonials
Editorial, Expert, Vendor, Peer
Either <5 mins. Site, Pubs, IT Communities, Social
CTA Conversion rate, MQL/SQL conversion rate
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#4 – Think of the variables
• It’s very simple – just create answers to the following:• Countries?• Languages?• Markets?
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#5 – Layout the plan and triggers
• Scoring is an option, response goals and metrics are important• Triggers even more important.• Warning – over half of you will find that when you do this step that you’ll see that you don’t have enough content• Don’t fret – build to your current content• Identify the holes to fill in the future.
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Final result – an example
Thank You!Thank You!