Download - The Perfect Storm
![Page 1: The Perfect Storm](https://reader035.vdocuments.mx/reader035/viewer/2022070322/55903d5f1a28aba96a8b459c/html5/thumbnails/1.jpg)
The Perfect Storm: Merging Acquisition & Engagement Across the Customer Journey
Mike StockerDirector, Business Development
Santi PieriniCOO & President
![Page 2: The Perfect Storm](https://reader035.vdocuments.mx/reader035/viewer/2022070322/55903d5f1a28aba96a8b459c/html5/thumbnails/2.jpg)
Marketers’ Challenges
• No Ability to Measure Cross-channel
• Dealing with Fragmented Tools & Data
Silos
• Limited Visibility into the Customer
Journey
• No Digital Marketing Effort ROI
• No Customer Lifetime Value
• Lack of Lifecycle Marketing
• Don’t Understand Behaviors and Context
“82.2% of marketers do not have the ability to measure cross-channel performance or return on investment.”
Laurie Sullivan,
Multichannel Marketing
![Page 3: The Perfect Storm](https://reader035.vdocuments.mx/reader035/viewer/2022070322/55903d5f1a28aba96a8b459c/html5/thumbnails/3.jpg)
It’s a New World - With New Rules
![Page 4: The Perfect Storm](https://reader035.vdocuments.mx/reader035/viewer/2022070322/55903d5f1a28aba96a8b459c/html5/thumbnails/4.jpg)
Era of Engagement Marketing
![Page 5: The Perfect Storm](https://reader035.vdocuments.mx/reader035/viewer/2022070322/55903d5f1a28aba96a8b459c/html5/thumbnails/5.jpg)
Actionable Marketing
Intelligence provides deep
insights across the customer
journey by measuring cross-
channel cost and performance
Where to begin?…Customer Acquisition
TRACKING: All Digital Channels
ATTRIBUTION: Multi-touch Conversion Attribution
OPTIMIZATION: Performance Targeting
INTEGRATION: Mktg Automation, Search, Display, etc.
![Page 6: The Perfect Storm](https://reader035.vdocuments.mx/reader035/viewer/2022070322/55903d5f1a28aba96a8b459c/html5/thumbnails/6.jpg)
Customer Acquisition…in a Multi-Channel World
Mobile
Display
Video
Social
Search
Shopping
Affiliate
Engagement
Tracking
Attribution
Optimization
![Page 7: The Perfect Storm](https://reader035.vdocuments.mx/reader035/viewer/2022070322/55903d5f1a28aba96a8b459c/html5/thumbnails/7.jpg)
Multi-Channel Attribution Modeling…it’s not just first/last click
First click Last click
Time Decay
Linear
U Shaped
Custom
![Page 8: The Perfect Storm](https://reader035.vdocuments.mx/reader035/viewer/2022070322/55903d5f1a28aba96a8b459c/html5/thumbnails/8.jpg)
Multi-Touch Optimization (Visualization)
• Detailed digital marketing actions/events taken by customers
• Analyze the channels influencing your customers’ purchase paths
• Insight into customer journey history of marketing performance
![Page 9: The Perfect Storm](https://reader035.vdocuments.mx/reader035/viewer/2022070322/55903d5f1a28aba96a8b459c/html5/thumbnails/9.jpg)
Customer Journey Lifetime Value
Marketing IntelligenceDisplay Ads | Ecommerce |
Search | Lead Forms | Social Ads | Affiliates | Mobile Ads
Marketing Automation
Sales ForceAutomation
Customer Purchase
Cu
stom
er
Life
tim
e V
alu
eCustomer Acquisition
Customer Engagement
LeadTracking
![Page 10: The Perfect Storm](https://reader035.vdocuments.mx/reader035/viewer/2022070322/55903d5f1a28aba96a8b459c/html5/thumbnails/10.jpg)
Continuous Dialogue to Drive Purchases
Display Ads | Ecommerce | Search | Lead Forms | Social Ads | Affiliates | Mobile Ads
Marketing Automation
Customer Purchase
Cu
stom
er
Life
tim
e V
alu
e Marketing Intelligence
Customer Acquisition
Customer Engagement
![Page 11: The Perfect Storm](https://reader035.vdocuments.mx/reader035/viewer/2022070322/55903d5f1a28aba96a8b459c/html5/thumbnails/11.jpg)
Over the Entire Customer Lifecycle
Awareness
Leads
Prospects
Opportunities
Customers
Retain
Grow
Leverage
![Page 12: The Perfect Storm](https://reader035.vdocuments.mx/reader035/viewer/2022070322/55903d5f1a28aba96a8b459c/html5/thumbnails/12.jpg)
Targeted Engagement
100 1000 10000 1000000
50
100
150
200
250
300
350
400
Email Send Size
Enga
gem
ent S
core
Source: 100s of Marketo campaigns
![Page 13: The Perfect Storm](https://reader035.vdocuments.mx/reader035/viewer/2022070322/55903d5f1a28aba96a8b459c/html5/thumbnails/13.jpg)
Example: Topic of Interest Triggers
• Attends event
• Downloads content
• Click email
• Fills out form
• Score is changed
Social
Content
Technology
![Page 14: The Perfect Storm](https://reader035.vdocuments.mx/reader035/viewer/2022070322/55903d5f1a28aba96a8b459c/html5/thumbnails/14.jpg)
Standard Nurture Triggered Interests 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%
![Page 15: The Perfect Storm](https://reader035.vdocuments.mx/reader035/viewer/2022070322/55903d5f1a28aba96a8b459c/html5/thumbnails/15.jpg)
Dynamic Content
Industry, Geography, Company Size, Customer
vs. Prospect, etc.
![Page 16: The Perfect Storm](https://reader035.vdocuments.mx/reader035/viewer/2022070322/55903d5f1a28aba96a8b459c/html5/thumbnails/16.jpg)
The Bottom Line: Market Like Amazon
![Page 17: The Perfect Storm](https://reader035.vdocuments.mx/reader035/viewer/2022070322/55903d5f1a28aba96a8b459c/html5/thumbnails/17.jpg)
Behavioral targeting can increase engagement by 50% or more @michaelstocker
![Page 18: The Perfect Storm](https://reader035.vdocuments.mx/reader035/viewer/2022070322/55903d5f1a28aba96a8b459c/html5/thumbnails/18.jpg)
To Recap
• Marketers need a clearer picture of customer’s journey through multi-channel tracking of marketing spend ROI
• Better optimization leads to more effective spend on marketing dollars
• Lifecycle marketing is key - It’s easier to keep and grow a customer than to always acquire new customers!
• Understand behaviors and context and make every channel personalized
• Marketing is converging: Acquisition & Engagement Across the Customer Journey
![Page 19: The Perfect Storm](https://reader035.vdocuments.mx/reader035/viewer/2022070322/55903d5f1a28aba96a8b459c/html5/thumbnails/19.jpg)
About Marketo
![Page 20: The Perfect Storm](https://reader035.vdocuments.mx/reader035/viewer/2022070322/55903d5f1a28aba96a8b459c/html5/thumbnails/20.jpg)
• SaaS Marketing Technology Company
• Tracking, Attribution & Optimization
• 450+ Customers
• 5 Billion+ Consumer Actions per Month
aaa
aaa
aaa
aa
About CAKE
a
![Page 22: The Perfect Storm](https://reader035.vdocuments.mx/reader035/viewer/2022070322/55903d5f1a28aba96a8b459c/html5/thumbnails/22.jpg)
The Perfect Storm: Merging Acquisition & Engagement Across the Customer Journey
Mike StockerDirector, Business Development
Santi PieriniCOO & President