Steal their Playbook: What Consumer Marketers Can Learn from B2B
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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!
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Steal their Playbook: What Consumer Marketers Can Learn from B2B
- 1. Steal their Playbook: What Consumer Marketers can learn from B2B Matt Zilli Director, Product Marketing, Marketo @mattzilli
- 2. 1700s I’ve given you all my leads! Prepare your leads!
- 3. 1800s Where are my leads? I’ve got no leads.
- 4. 1900s Terribly sorry, but I don’t have any more leads. I asked for leads.
- 5. And now… B2B marketers have it easy
- 6. And now… B2B marketers have it easy • Understand each “lead” • Engage beyond a single touchpoint or transaction • Provide quality leads to sales © 2014 Marketo, Inc. Page 6
- 7. How can we apply a similar approach in marketing to consumers?
- 8. Let’s boil it down… • Understand each “lead” • Engage beyond a single touchpoint or transaction • Provide quality leads to sales Marketo Proprietary and Confidential © 2014 Marketo, Inc. Page 8 • Understand each person • Engage beyond a single touchpoint or transaction • Drive people towards a goal
- 9. Marketo Proprietary and Confidential © 2014 Marketo, Inc. Page 9 Personal Durable Directed
- 10. Personal
- 11. Personal, B2B style Marketo Proprietary and Confidential © 2014 Marketo, Inc. Page 11
- 12. Personal, B2C style Marketo Proprietary and Confidential © 2014 Marketo, Inc. Page 12
- 13. Adaptive Marketer Image: Hugh MacLeod, www.gapingvoid.com Marketo Proprietary and Confidential © 2014 Marketo, Inc. Page 13
- 14. Marketo Proprietary and Confidential © 2014 Marketo, Inc. Page 14
- 15. Marketo Proprietary and Confidential © 2014 Marketo, Inc. Page 15 When it comes to marketing, nobody wants to get blasted
- 16. Personal….with content Marketo Proprietary and Confidential © 2014 Marketo, Inc. Page 16
- 17. Marketo Proprietary and Confidential © 2014 Marketo, Inc. Page 17
- 18. Personal….with cadence & channel Marketo Proprietary and Confidential © 2014 Marketo, Inc. Page 18
- 19. Marketo Proprietary and Confidential © 2014 Marketo, Inc. Page 19
- 20. Durable
- 21. Durable, B2B style Marketo Proprietary and Confidential © 2014 Marketo, Inc. Page 21
- 22. Durable, B2C style Marketo Proprietary and Confidential © 2014 Marketo, Inc. Page 22
- 23. Durable Credit Card Mortgage Rates Life Insurance Marketo Proprietary and Confidential © 2014 Marketo, Inc. Page 23
- 24. Lead Nurturing Marketo Proprietary and Confidential © 2014 Marketo, Inc. Page 24
- 25. Nurturing Marketo Proprietary and Confidential © 2014 Marketo, Inc. Page 25
- 26. Nurturing (def.): Building relationships with customers over time through engaging conversations Marketo Proprietary and Confidential © 2014 Marketo, Inc. Page 26
- 27. What is an engaging conversation? • Communications flow one to the next • Listens and responds • Relevant and meaningful Marketo Proprietary and Confidential © 2014 Marketo, Inc. Page 27
- 28. Listen & Respond Marketo Proprietary and Confidential © 2014 Marketo, Inc. Page 28
- 29. Marketo Proprietary and Confidential © 2014 Marketo, Inc. Page 29
- 30. Directed
- 31. Directed, B2B style Marketo Proprietary and Confidential © 2014 Marketo, Inc. Page 31
- 32. Directed, B2C style Marketo Proprietary and Confidential © 2014 Marketo, Inc. Page 32 Our post just hit a hundred likes! A HUNDRED!!!
- 33. Directed, towards a goal Marketo Proprietary and Confidential © 2014 Marketo, Inc. Page 33 GOALS You gotta start somewhere
- 34. Directed, throughout the lifecycle Marketo Proprietary and Confidential © 2014 Marketo, Inc. Page 34 Awareness Knowledge Consideration Purchase Advocacy Repeat Purchase Loyalty
- 35. A word on measurement… Marketo Proprietary and Confidential © 2014 Marketo, Inc. Page 35
- 36. A word on measurement… Marketo Proprietary and Confidential © 2014 Marketo, Inc. Page 36
- 37. A word on measurement… 1) Take a customer-centric view, not a campaign-centric Marketo Proprietary and Confidential © 2014 Marketo, Inc. Page 37 view 2) Choose goals that can be measured (duh) 3) Determine which (trackable) behaviors indicate your marketing achieved your goals
- 38. Marketo Proprietary and Confidential © 2014 Marketo, Inc. Page 38
- 39. Tweetable Takeaways… 1. Consumer marketing for the twentieth century: Marketo Proprietary and Confidential © 2014 Marketo, Inc. Page 39 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
Hinweis der Redaktion
- Wouldn’t it be nice if we could do the same thing with our consumers?
- What was –Mass Advertising, Transactional, Impressions
- B2B interactions end with a sales person, inherently personal Seinfeld story
- Mention advertising and emails – impersonal segmentation
- And yet most marketing today just annoys people. The data shows that people are continually tuning out marketing, either subconsciously or very consciously
- Need to LISTEN
- Personal as far as content Can’t just be demographic – two 30 year old men who live in the same town with same income levels have DIFFERENT interests – set up for miss the mark
- So in addition to demographics, we can make our marketing personal by listening for behaviors Side note on 50 cent
- But it’s not just the content It’s the cadence It’s the channel
- 65 million differnet people Some for weight loss, some for calorie counting, some for working out, different wokrouts Listen for interests – personalzie from day 1 MFP now re-activates over 500k users WEEKLY and they have seen a 10% increase in user engagement
- It’s a long term thing – people don’t’ make decisions in an instant, companies certianly don’t
- RFM model - $$ per email
- Maximize CLV
- What used to be nuturing has found it’s legs in the consumer world
- This is how you can build a relationship with people even when they’re NOT looking to buy
- Therefore, strive for these three things!
- And I want to emphasize this once more – listening for behaviors and responding All of the things I’ve said thus far can be done if you can listen to what your customers are doing
- Goal is to provide a positive experience at every touchpoint – from marketing to sales to the ticket takers The better their relationship with each person, the higher the likelihood they can provide a positive experience Buy a single ticket to a Pistons game, season tickets, a concert for themselves, a concert for their kids A customer that has a relationship with the Palace is worth significantly more than a customer who purchased a ticket to a Pistons game By focusing on the relationship first and the transaction later, they’ve seen a 30% increase in season ticket sales alone
- Move people through this FASTER
- But you know, marketing measurement is hard. And it’s hard for a number of reasons. First of all, people who buy Marketo don’t simply respond to one of our marketing campaigns and then buy. Rather, it’s a journey where, on average, they are responding to 7 different campaigns. So maybe they come in via a tradeshow, then download a definitive guide, then watch a webinar, and so on. It takes 7 campaign successes before a purchase is typically made.
- But if you set goals around moving people through the lifecycle, you can start to measure which campaigns had the greatest impact
- But you know, marketing measurement is hard. And it’s hard for a number of reasons. First of all, people who buy Marketo don’t simply respond to one of our marketing campaigns and then buy. Rather, it’s a journey where, on average, they are responding to 7 different campaigns. So maybe they come in via a tradeshow, then download a definitive guide, then watch a webinar, and so on. It takes 7 campaign successes before a purchase is typically made. Now, the way the CRM works when measuring marketing success is it ties all revenue from a win back to the source campaign, which means that the first touch gets all the credit for the revenue. This worked great in the age of information scarcity, because as soon as a lead was generated by that campaign, it was tossed over the fence to sales. But we don’t live in that world anymore. In today’s world, those other 6 marketing touch points along that buyer journey may have had as much or more influence on a purchase decision as compared to the source campaign. So taking those other touch points into consideration when measuring campaign performance can be hard. Further complicating mattes is that there isn’t often just a single buyer. So what if you have two buyers, and both come into the process at different times, through different marketing campaigns. With Marketo, we’ve seen as many as 21 people involved in the buying decision. FWIW, we don’t recommend this. So how do you measure ROI with that sort of complexity. It starts with actually having the data. I’ve seen situations where sales will close a large deal, and marketers go through a manual effort to figure out, and show the different ways that marketing helped closed the deal, so that they get some credit for it. And that can get crazy pretty quickly.
- Engagement marketing doesn’t stop once the customer purchases, the customer lifecycle continues as every organization wants to grow their customer’s lifetime value and convert them to advocates. Kaspersky Lab is a growing IT security vendor focused on providing security solutions for endpoint users. Kaspersky recognized 2 opportunities to drive customer conversion and retention - lifecycle marketing: 1) Improve quality of leads to Sales/Partners to drive faster conversion and 2) Retain & extend customer relationships. They saw a tremendous opportunity to leverage Marketo to drive prospects to purchase, as well as shepherd customers to drive utilization which leads to renewals and advocacy through an automated Loyalty Behavior Scorecard based on scoring. By leveraging lead scoring capability, Kaspersky is able to assess existing customers’ level of engagement and identify those with the highest propensity to buy additional product/services - the system automatically sends renewal messages based on Loyalty Behavior Scorecard. Early Results: Over 50 Kaspersky Lab marketers have used Marketo to increase engagement with new and existing customers and decrease the unit cost of sales qualified leads. North American reporting that their Cost per SQL has gone from $375 to $75 USD France is reporting registration-to-attendance rate for webinars is up 20% due to automation and a clean user experience Kaspersky deployed globally across NA, EMEA, and APAC and drove higher conversion by implementing Lifecycle Marketing to increase new and renewal revenue & provide better leads to Sales/Partners.