Customer Engagement Platform: Smarter Marketing for Better Results - Erik Rehn
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Page 1 © 2014 Marketo, Inc. #MKTGNATION14 Customer Engagement Platform: Smarter Marketing for Better Results Erik Rehn Director of Product Management @ Marketo
Transcript of Customer Engagement Platform: Smarter Marketing for Better Results - Erik Rehn
Page 1 © 2014 Marketo, Inc. #MKTGNATION14
Customer Engagement Platform:Smarter Marketing for Better Results
Erik RehnDirector of Product Management @ Marketo
Page 2 © 2014 Marketo, Inc. #MKTGNATION14
• Are you in the right place?
• Get social with #MktgNation14
• On today’s agenda:
• 2:30PM - 3:15PM ... Registration & Networking• 3:15PM - 4:00PM ... Customer Engagement Platform• 4:00PM - 4:30PM ... New Products Demo• 4:30PM - 4:45PM ... Networking Break• 4:45PM - 5:30PM ... Thought Leader Presentation• 5:30PM - 6:30PM ... Networking Reception
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Customer Engagement Platform:Helping Marketers Navigate The Digital World
DRIVECONVERSIONSDrive effective conversion from new prospect to sale
BUILDRELATIONSHIPS Orchestrate engaging customer experiences mapped to the buyer’s journey
ATTRACT CUSTOMERSGenerate interest in your products and messages
MEASURE & OPTIMIZEMaximize impact ofmarketing investments
PLAN & BUDGET Plan marketing campaigns and track expenses
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ATTRACT CUSTOMERS
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Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources.
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Rent vs. Own
Search Engine Optimization Maximizes Your Inbound Marketing Investment
Attract more of the right prospects to your website and content
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Known
Anonymous
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Personalized Web and Mobile Experiences
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Personalized Web and Mobile Experiences
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Personalized Web and Mobile Experiences
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BUILD RELATIONSHIPS
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Ready to Buy
Source: RainToday
Need More Nurturing
Disqualified
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Ready to Buy
Source: RainToday
Need More Nurturing
Disqualified
Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources.
327 Days on Average
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Nurturing: Building relationships with people
over time through engaging conversation
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What is an engaging conversation?
Relevance Flow Listen
Customer Engagement Engine
Standard Nurture Triggered Nurture Lift
Open % 21.7% Open % 34.0% 57%
Click to Open % 23.4% Click to Open % 37.1% 59%
Click % 5.1% Click % 12.6% 147%
Marketo Results
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DRIVE CONVERSIONS
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Scoring
• Rank leads to gauge sales readiness
• Rank consumers to gauge offer readiness
• Method for measuring area of interest
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MEASURE & OPTIMIZE
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The “Revenue Table”
Track All Touches Across People
Screenshot: Marketo Revenue Cycle Analytics
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Source: Marketo Revenue Cycle Analytics, Apr 2014* Percentage of all programs in channel that achieve MT Ratio > 5
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Revenue Cycle Modeler
Screenshot: Marketo Revenue Cycle Analytics
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Screenshot: Marketo Revenue Cycle Analytics
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PLAN & BUDGET
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Revenue Cycle Modeler
Screenshot: Marketo Revenue Cycle Analytics
# # # # # $ $
Marketo Financial ManagementPlan and Budget
Increase visibility and spend to plan
Marketing Calendar
Plan, coordinate and communicate everything marketing is doing
Marketing Calendar
Data Feed
Device Access
Embeddable Views
Access your Marketing Calendar anytime, anywhere
Ongoing Enhancements
Marketing Planner
Plan your roadmap of strategic campaigns and events for the year
Coming Soon
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Success
LaunchPoint
300+ solutionsSocial
& Conten
t
Events &
Webinars
Mobile Marketin
g
Data & Analytics
Lifecycle Marketin
g
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New Products Demo
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Q&A
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• What’s next?• 4:30PM - 4:45PM ... Networking Break• 4:45PM - 5:30PM ... Thought Leader Presentation• 5:30PM - 6:30PM ... Networking Reception
• Visit Marketo Central
• Meet our sponsors
• Sign up for the local user group
• Mingle with other customers
• Stay here and learn more about new products
