marketo b2c case study
TRANSCRIPT
Marketo B2C Case StudiesPatricia Dowling, Senior Partner Success Manager
What we will cover• B2B vs. B2C Comparison• Keeping Data clean• Engagement• Multi-channel Strategy• Mobile• Social
• B2C Case Study: Portland Trailblazers
• B2C vs. B2B
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Understand the B2C World
B2C• Impulse Purchase – No Man in the
loop• Build the product to suit the prospect
• Nurture to learn more about the prospect and what they want
• Nurture is driven during the early stages
• Preference center drives interest• Loyalty drives to Advocacy• They are PEOPLE!
B2B• A Considered Purchase is made
• Target the prospect who would buy the product
• Nurture Program are all through the buyers journey
• Web activity indicates interest• Brand agnostic • They are Leads!
• Data
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Why is Data important for the future of B2C Marketing?
• Half of surveyed B2C marketers felt that their marketing team currently uses data to effectively learn about and engage with their customers today.* • 72% of marketers agreed that learning to use data
to better reach their customers will be a priority in the next 3-5 years.
*Economist Intelligence Unit survey
• Buyers Journey
B2C Journey
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Cross Channel Strategy
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Mobile
Mobile
Everywhere they are• 68% of consumer email is
read on a mobile device
Push Notification, Social, Location Base
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Web
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Google Analytics Retargeting - Example• Marketo reengaged potential customers at each stage
of the purchase funnel by combining Marketo Real-Time Personalization and Google Analytics.
• The team drove a 10X higher conversion rate compared with traditional display marketing and an increase in conversions across both the B2C and B2B markets.
SEO
Keywords Must:• Extremely relevant to your
business• Frequently searched for• Not overused by your competitors• Powerful enough to convert
someone into a known person!
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A/B Test
EngagementLike Scoring engagement needs to be monitored:• Leverage Champion Challenger
• Monitor Engagement Score
• Confirm Personas are engaged
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Social
Social Authentication
*Gigya – The landscape of Customer Identity
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24/7 Marketo
Leverage Marketo Moments• Lets marketers quickly gauge the
performance of their marketing efforts• Enables Marketers to take action on
any activity in real time • Lets them share results with key
stakeholders
• Portland Trail BlazersNational Basketball Association Sports Team
TrailBlazers Objectives• Targeting:
• Move from a batch and blast to a fan-centric approach.
• Reposition: • Turn Trail Blazers into the Pacific Northwest’s team, not just Portland’s
• Awareness: • Engage fans to showcase full range of events hosted at Rose Quarter venues.
• Growth: • Attract more fans.
Marketo Solution for the Trail Blazers
• Engagement Nurture programs• Sales Insight• Personalisation• Lead Lifecycle
Personalised Emails
Engagement through Surveys
• 75% open rate for Season Ticket Renewals• 9% YOY growth in Season Ticket Sales• Increased Cohesion between marketing, analytics and
sales operations.
Thank You!