the life of a customer - mike stocker

© 2014 Marketo, Inc. Marketo Proprietary and Confidential© 2014 Marketo, Inc.

The Life of a Customer

Mike StockerSr Consumer Marketing Strategist Twitter: @michaelstocker

© 2014 Marketo, Inc. @michaelstocker

About Me: Mike Stocker• Founded and sold 3 companies.

Kenzei email services and shopping cart abandonment

• Major acquisition media buyer spending $5MM/mo. in Display ads.

• Have worked w/major brands such as Amazon, Google, Nordstrom, Williams Sonoma, URBN, Crate and Barrel etc.


High level topics

• Marketing is Converging • Think continuous discussions • Lifecycle marketing is key- It’s easier to keep and grow

a customer than to always acquire new customers!• Understand Behaviors and Context • Make Every Channel Personalized


Business Marketer

Consumer Marketer

Leads,Opportunities,

Customers, Demand Generation, Funnel,

Revenue, Sales Cycle, MQLs, SQLs

Brand, Loyalty, Audience, Engagement,

Reach, Frequency, Monetization,

ROAS, CLTV


How does my marketing team… … build deep, enduring relationships with our customers …… at an individual, personalized level …… through engaging experiences …… tied together across channels and time …… at scale …… to drive conversions I care about ...… and get insight into spend and effectiveness?

Consumer Marketer

Business Marketer


Campaigns Continuous Conversations

THEN NOW

Demographic Targeting Behaviors and Context

One Size Fits All Every Interaction Personalized

Arts and Crafts Marketing Marketing as Driver of Sales

Guess and Test Smart Acquisition

© 2014 Marketo, Inc. Marketo Proprietary and Confidential

Continuous Conversations


Hi, are you ready to buy?Hi, now are you ready to buy?Hi, how about now?Hi, you must be ready to buy?Hi again, are you ready to buy?What about now?Seriously, not ready yet?Hi, are you ready to buy?


Are we there yet? Are we there yet?


Marketing is NOT a gumball machine!


What is an engaging conversation?• Listens and responds• Communications

flow one to the next


Welcome! Here’s what to expectCheck out this articleHere’s a cool videoSee our latest offeringShare this with friendsHere’s what others like!Download our new bookHappy birthdayHi, are you ready to buy?More cool contentJoin us at our eventYou like X, check out YFun ways to learn moreTake this surveyYou haven’t bought yet, here’s a 10% discount


A Good example of an ongoing conversation:

I purchased pants called “Jet Blues” on Bonobos.com and they sent me an email referencing that prior purchase and suggesting a matching shirt.

Lifecycle Marketing


It’s not just about acquisition – It’s about the Customer Journey


50% 30% 20%Individual

Personal

Durable

Directed

Focus on Engagement


Individual


Personal


Durable

Mobile Phone Internet Service Framily Plan


BUYEVALUATELEARNENGAGE

Directed

TRUSTENJOYBUY ADVOCATE

RENEWVALUEUSEOWN

How to do it

This #%@& is way too complicated.


Behaviors and Context


Converse Across Channels


Over the Entire Customer Lifecycle

Awareness

Leads

Prospects

Opportunities

CustomersRetain

Grow

Leverage


More Targeted Emails are More Relevant

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


The Key to Relevance is Behavioral TargetingTop Tactics to Increase Email Engagement


Example: Topic of Interest Triggers

• Attends event• Downloads content• Click email• Fills out form• Score is changed

Email

Social

Content

Technology

© 2014 Marketo, Inc. @michaelstockerPage 39 © 2014 Marketo, Inc. #mktgnation14

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%


Dynamic Content

Industry, Geography, Company Size, Customer

vs. Prospect, etc.


The Bottom Line: Market Like Amazon


Behavioral targeting can increase engagement by 50% or more @michaelstocker


ESPs Only Track Email Behaviors

For sophisticated targeting, ESPs rely on technical databases and complex queries


But I’m a Marketer, not a Programmer!

I can do this myself! No trips to

see IT – yay!


Every Channel Personalized


Marketer Challenges

Issue 2 Marketers get leads without enough background information & interests to effectively segment them, leading to ineffective lead nurturing and messaging

Issue 1Marketers lose up to 98% of website browsers without self-identification, and without sufficient insight to be able to optimize their web experience sufficiently to trigger form-completion

Issue 3Marketers have up to 90% of customer leads dormant and non-responsive, and need creative reactivation solutions


Selective Amnesia


We’ve gotten good at personalizing EMAILS

…but what about other channels?


Marketo Real-Time Personalization

• Personalize known visitors using rich marketing automation information• Coordinate outbound and inbound experiences

• Predictive analytics• Machine learning, auto-tuning, collaborative filtering recommendations

• Easy and integrated• Hands Free, any CMS and zero IT

Make web and mobile channels as personal as email• Auto-engage anonymous visitors with

personalized content or calls-to-action to drive a 30% increase in conversion rates• Behavior, location, firmographics (industry,

technology, etc.), DMP data


Clicks on site

Number of visits

Pages viewed

Referral

Search terms

Browser

Device

Visitor Information


Location

• Personalize the experience based on the visitor’s physical location

• Contact us details

• Currency

• Weather

• Store locator


Account / Industry


Persona• Map existing content with defined personas• Customize your site like your nurture tracks• Integrate with marketing automation


1:1 Conversation

• Relationship• Stage in buying process• Score• Title• Last offer / email

(continue conversation)


Customized messaging for visitors who use other marketing automation


For visitors in B2C industries


Real-Time Personalization (B2C Behavioral)


What it doesStep 1: Choose your audience in Acxiom based on demographics/propensities

30-40 year old women who recently gave birth and have a propensity to join a gym

Step 2: Set up your ads. Acxiom will target the right people

Free Daycare

If you join today…

Step 3: Set up Marketo RTP

Step 4: Incorporate the same messaging into outbound campaigns from Marketo MA


To Recap:

• Marketing is Converging • Think continuous discussions • Lifecycle marketing is key- It’s easier to keep and grow

a customer than to always acquire new customers!• Understand Behaviors and Context • Make Every Channel Personalized

© 2014 Marketo, Inc. Marketo Proprietary and Confidential© 2014 Marketo, Inc.

Thank You!

Mike Stocker, Sr. Consumer Marketing Solution StrategistTwitter: @michaelstocker

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