The Age of the Customer: Automating and Optimizing Audience Engagement

The Age of the Customer:

Automating and Optimizing

Audience Engagement

Your Speakers

Jon Miller VP and

Co-Founder @jonmiller

Guest Speaker Cory Munchbach

Analyst, Forrester Research, Inc.

@corinnejames

#RevEngine @jonmiller

Today’s Topics

• Welcome to the age of the customer

• Challenges for today’s marketers

• Getting to customer-obsessed marketing

• What a “Customer Life Cycle Marketing System” looks like


Quick Housekeeping

• Chat box is available if you have any questions

• We will be recording the webinar for future viewing

• All attendees will receive a copy of the slides/recording

• Twitter hashtag: #Marketo

Cory Munchbach, Analyst December 12, 2013

@corinnejames

© 2013 Forrester Research, Inc. Reproduction Prohibited 6

Agenda

›Welcome to the age of the customer

›Challenges for today’s marketers

›Getting to customer-obsessed marketing

© 2013 Forrester Research, Inc. Reproduction Prohibited

Michael Porter’s Five Forces Revisited In The Age Of The Customer

October 2013 “Competitive Strategy In The Age Of The Customer”

© 2013 Forrester Research, Inc. Reproduction Prohibited

We Have Entered The Age Of The Customer

October 2013 “Competitive Strategy In The Age Of The Customer”

Customer obsession:

A customer-obsessed enterprise focuses its

strategy, its energy, and its budget on

processes that enhance knowledge of and

engagement with customers and prioritizes

these over maintaining traditional competitive

barriers.



Source: The Mobile Mind Shift Index, April 19, 2013

The Chain Of Connections That Powers Every Mobile Interaction


The funnel isn’t the right approach for modern marketing


Source: January 22, 2013, “Embed The Customer Life Cycle Across Marketing” Forrester report


Customers’ relationship with a brand as they continue to discover new needs,

explore their options, make purchases, and engage with the product or service

experience

Source: January 22, 2013, “Embed The Customer Life Cycle Across Marketing” Forrester report


Source: “Customer Life Cycle Marketing Demands New Metrics,” June 2013


Source: North American Technographics Online Benchmark Survey (Part 2) Q2 2013

Consumers interact in many ways

23%

21%

17%

14%

13%

12%

10%

Registered for a promotion or entered in asweepstakes on a company or brand Web site

Read an email advertisement or promotionalnewsletter from a company or brand

Clicked on a company or brand listing on a searchresults page

Watched a video produced by a company orbrand

Downloaded content from a company or brandWeb site (e.g., coupons, product information)

Clicked on an advertisement on a Web site orsearch results page

Posted feedback on a companys Web site

In which of the following ways have you engaged with a company or brand in the past 3 months?

Base: 35,696 US online adults


Agenda




Narrow aperture of customer context

Lack of strategic focus

Misguided campaigns

Technology complexity and redundancy


Agenda




Integrated Messaging defined

Communications coordinated across

channels and platforms that focus on

driving desired behaviors, improving

outcomes, and maximizing value for

customers and marketers.

Today, most marketers don’t integrate

The online marketing suite integrates execution capabilities around a central data hub

Marketers have plenty of tools to tackle

the integration mandate


Use the tools to create customer-obsessed engagement

› Real time interactions

› Relevant data

• Behavioral

• Contextual

• Conversational

› Consumer priorities


Longer Vision: Customer Life Cycle Marketing Systems

A central technology hub that

allows marketers to manage

every interaction between the

company and its customers as

they progress along the

customer life cycle

Customer Life Cycle

Marketing Systems

Convert more prospects, more quickly

Build relationships with prospects and customers

Execute campaigns incredibly fast

Measure and optimize

Database of Record

Web Email Social Transactional & CRM

Campaign History

Demographic Firmographic

Workflow / Automation

Multi-Channel Program Execution

Analytics


Online Marketing

Rich Behavioral Database

Multi-Channel Conversations

Program ROI Analytics

Lead Management

ROI Analytics

Sends mass emails

Tracks open rates and clicks

Easy to build landing pages and forms

Website behavior tracking

Easy to create dynamic segments based on cross-channel behaviors

Powered by a smart marketing database (demographics, behaviors, transactions)

Easy to create multi-step campaigns with conditional logic

Intelligently delivers content with Smart Streams

Coordinate cross-channel interactions (direct mail, SMS, etc.)

Social sweepstakes and referral applications

Ability to define and measure a data-driven view of the buying cycle

Customizable time series reporting on marketing performance

Behavioral and demographic scoring to prioritize engagement

Comprehensive and flexible integration with CRM systems

Manage marketing budgets and forecasts seamlessly across teams

Measures impact of marketing programs on revenue

Ability to define and measure a data-driven view of the buying cycle

Comparing with an ESP Email Service Provider Marketing Automation


Sounds great, but I have millions of

contacts!


Processes at scale


Tweetable Takeaways

• We have entered the “Age Of The Customer”

• Empowered buyers demand a new level of customer obsession

• Customer obsessed marketing requires integration

• The online marketing suite integrates execution capabilities around a central data hub

• Marketo’s vision has four components: database, automation, multi-channel execution, analytics

@jonmiller

@corinnejames

#Marketo

Your Speakers

Jon Miller VP and

Co-Founder @jonmiller

Guest Speaker Cory Munchbach

Analyst [email protected]

@corinnejames

The Age of the Customer: Automating and Optimizing Audience Engagement

Technology

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