The Customer Journey: From Acquisition to Renewals
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The Customer Journey: From Acquisition to Renewals
- 1. © 2014 Marketo, Inc. Marketo Proprietary and Confidential Jeff McCollum, CAKE Adam Corey, Tealium Mike Stocker, Marketo
- 2. Page 2 © 2014 Marketo, Inc. Marketo Proprietary and Confidential • SaaS Marketing Technology Company • Tracking, Attribution & Reporting • 450+ Customers • 5 Billion+ Consumer Actions per Month CAKE Introduction
- 3. Page 3 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Marketing Intelligence Challenge “84.6% of performance marketers believe their company lacks the appropriate tools or technology to get the job done correctly. Some 82.2% do not have the ability to measure cross-channel performance or return on investment.” -Laurie Sullivan, Multichannel Marketing
- 4. Page 4 © 2014 Marketo, Inc. Marketo Proprietary and Confidential ATTRIBUTION: Tracking & Analytics OPTIMIZATION: Multi-channel Targeting INTEGRATION: Marketing Automation, etc. Marketing Intelligence provides deep insights across the customer journey by measuring cross-channel cost and performance Understanding Marketing Intelligence
- 5. Page 5 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Customer Journey: Tracking & Attribution Performance Tracking Channels Affiliate Search Social Video Shopping EmailMobile Display Attribution
- 6. Page 6 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Marketing Intelligence Customer Journey Customer Acquisition
- 7. Page 7 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Marketing Automation Marketing Intelligence Customer Nurturing Customer Acquisition Customer Journey
- 8. Page 8 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Marketing Automation Customer Relationship Management Marketing Intelligence Sales Qualified Customer Customer Nurturing Customer Acquisition PURCHASE Customer Journey
- 9. Page 9 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Marketing Automation Customer Relationship Management Marketing Intelligence Sales Qualified Customer Customer Nurturing Customer Acquisition PURCHASE Customer Journey
- 10. Page 10 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Marketing Automation Customer Relationship Management Marketing Intelligence Sales Qualified Customer Customer Nurturing Customer Acquisition PURCHASE CustomerLifetimeValueCustomer Journey
- 11. Page 11 © 2014 Marketo, Inc. Marketo Proprietary and Confidential LegalZoom & CAKE Email Display Social • CAKE Managing Publisher and Partner Relationships • Managing SKU level tracking, reporting and payout
- 12. Page 12 © 2014 Marketo, Inc. Marketo Proprietary and Confidential LegalZoom & CAKE Email Display Social Customer Inquiry Form Customer Acquisition
- 13. Page 13 © 2014 Marketo, Inc. Marketo Proprietary and Confidential LegalZoom & CAKE Email Social Display Customer Acquisition Customer Nurturing
- 14. Page 14 © 2014 Marketo, Inc. Marketo Proprietary and Confidential LegalZoom & CAKE Email Social Display Customer purchases LLC to start a new business Customer Acquisition Customer Nurturing
- 15. Page 15 © 2014 Marketo, Inc. Marketo Proprietary and Confidential LegalZoom & CAKE Email Social Display Customer applies for AMEX Corporate card Customer Acquisition Customer Nurturing
- 16. Page 16 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Customer Journey Insights 1. ARPU – Average Revenue Per User • LLC purchase and AMEX commission 2. LTV – Life Time Value • Customer continues to purchase o Patent Searches o Trademarks o Real Estate Lease docs. Etc. 3. ROI – Return on (Digital) Investment • Compare costs to value
- 17. Page 17 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Summary • Automate digital spend tracking, attribution & reporting • Marketing Automation for nurturing • Conversion tag management to tie it all together
- 18. Page 18 © 2014 Marketo, Inc. Marketo Proprietary and Confidential The Multi Channel Issue Opportunity • Customers interact across channel in a non-linear way • Their intentions vary by visit: Discovery, research, purchase, re-order, support, etc.
- 19. Page 19 © 2014 Marketo, Inc. Marketo Proprietary and Confidential The Multi Vendor Issue Opportunity • Marketers need multiple vendors and technologies to achieve marketing goals • This results in lots of integrations and lots of data silos • 73% of marketers have 2-7 applications that generate data Source:EconsultancySurvey,June2014
- 20. Page 20 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Orchestrating Vendors and Channels • Universal Data Layer defines your data points on web and mobile • Tealium Tag Management loads and distributes data to CAKE and Marketo • AudienceStream enriches that data with lifetime site behaviors
- 21. Page 21 © 2014 Marketo, Inc. Marketo Proprietary and Confidential What Are My Customers Trying To Do? • Customer actions on web and mobile can inform your marketing programs • “Sort by Price” = Price sensitive customer • Reading product reviews = In research mode • Abandoned conversion = Purchase intent • But you have to connect the dots • 42% of small companies and 28% of larger companies have no unified view of their customers • Half of marketers say unified view is key to long-term success Source:EconsultancySurvey,June2014
- 22. Page 22 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 23. Page 23 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Unified Marketing Example: Ancestry.com • Create a truly unified view of the customer across all channels • Extend transactional messaging to new channels, leveraging the best channel for each customer • Ensure a more consistent approach to messaging across: • Core on-site experience • Email • Display advertising • Offsite social
- 24. Page 24 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Before: 24-48 hours FTPBIT Web Analyti cs Tool Web Analytics Data Feed Rest API Marketing Segmentation Tool Email Service Provider Onsite Display Ad Server Offsite Display Platform Processin g
- 25. Page 25 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Importance of Low-Latency Marketing 0-1 Hour 1-3 Hours 3-4 Hours 24+ Hours 60% 16% 8% 5% Incremental Abandon Cart Volume By Messaging
- 26. Page 26 © 2014 Marketo, Inc. Marketo Proprietary and Confidential After: 3-4 seconds Data Email Service Provider Onsite Display Ad Server Offsite Display Platform
- 27. Page 27 © 2014 Marketo, Inc. Marketo Proprietary and Confidential What it looks like… Email On-Site Display Off-Site Display Social
- 28. Page 28 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Summary • An integrated approach to vendor technologies, channels and data is the foundation for unified marketing • Listen for audience events, triggers and behaviors to understand customer intent • Bridge real-time / right-time messaging across all channels
- 29. Page 29 © 2014 Marketo, Inc. Marketo Proprietary and Confidential High level topics • Marketing is Converging • Think continuous discussions • Understand Behaviors and Context • Lifecycle marketing and nurturing is key- It’s easier to keep and grow a customer than to always acquire new customers!
- 30. Page 30 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Business Marketer Consumer Marketer Leads, Opportunities, Customers, Demand Generation, Funnel, Revenue, Sales Cycle, MQLs, SQLs Brand, Loyalty, Audience, Engagement, Reach, Frequency, Monetization, ROAS, CLTV
- 31. Page 31 © 2014 Marketo, Inc. Marketo Proprietary and Confidential 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
- 32. Page 32 © 2014 Marketo, Inc. Marketo Proprietary and Confidential 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
- 33. © 2014 Marketo, Inc. Marketo Proprietary and Confidential Continuous Conversations
- 34. Page 34 © 2014 Marketo, Inc. Marketo Proprietary and Confidential What is an engaging conversation? • Listens and responds • Communications flow one to the next
- 35. Page 35 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Welcome! Here’s what to expect Check out this article Here’s a cool video See our latest offering Share this with friends Here’s what others like! Download our new book Happy birthday Hi, are you ready to buy? More cool content Join us at our event You like X, check out Y Fun ways to learn more Take this survey You haven’t bought yet, here’s a 10% discount
- 36. Page 36 © 2014 Marketo, Inc. Marketo Proprietary and Confidential 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.
- 37. Page 37 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Lifecycle Marketing
- 38. Page 38 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Relationship Marketing Acquisition • Focus: Accelerating lead to opportunity conversion Customer • Focus: Customer retention and crosssell / up-sell. Increase ARPU and LTV.
- 39. Page 39 © 2014 Marketo, Inc. Marketo Proprietary and Confidential It’s not just about acquisition – It’s about the Customer Journey
- 40. Page 40 © 2014 Marketo, Inc. Marketo Proprietary and Confidential 50% 30% 20%Individual Personal Durable Directed Focus on Engagement
- 41. Page 41 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Individual
- 42. Page 42 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Personal
- 43. Page 43 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Durable Mobile Phone Internet Service Family Plan
- 44. Page 44 © 2014 Marketo, Inc. Marketo Proprietary and Confidential BUYEVALUATELEARNENGAGE Directed TRUSTENJOYBUY ADVOCATE RENEWVALUEUSEOWN
- 45. © 2014 Marketo, Inc. Marketo Proprietary and Confidential Questions?
Notas do Editor
- The Problem Marketers are faced with the challenge of implementing and valuating digital campaigns with convoluted, fragmented tools and ambiguous data. Our Solution CAKE’s SaaS platform simplifies the performance marketing process. Our intuitive, multi-channel hub allows marketers to track attribution at a granular level, providing unbiased insight into their campaign data, and empowering them to optimize and clarify their digital spend.
- Set the table for attribution but come back to it later. Attribution is in the news: Adometry/Google, Convertro/AOL How does it effect you and why you need to know about it? Attribution- Understanding the entire customer journey – Knowing exactly where a customer comes from – which channel, ad or keyword Optimization- Tracking and optimizing the customer’s journey through display, mobile, retail, lead-gen and affiliate channels – true multi-channel real-time targeting Integration- Two-way integrations with a wide set of marketing technologies to provide complete insights into the customer’s journey
- Talk about how these channels all interact to provide the customer journey– Attribuiton- tell the Hawaii story
- ADD ANIMATION: Define Marketing Intelligence Understanding the customer journey. i.e. where you aquire the customer Define Marketing Automation
- ADD ANIMATION: Define Marketing Intelligence Understanding the customer journey. i.e. where you aquire the customer Define Marketing Automation
- ADD ANIMATION: Define Marketing Intelligence Understanding the customer journey. i.e. where you aquire the customer Define Marketing Automation
- ADD ANIMATION: Define Marketing Intelligence Understanding the customer journey. i.e. where you aquire the customer Define Marketing Automation
- “Not linear” All the roles exsit but not in certain order Things like “retargeting” continues to recreate the customer journey by constantly creating awarness over and over
- Legalzoom self-help legal services website LLC, Patents, living trust, will’s etc. Start with seeing ad on Linkdin Then recieves email from Affiliate marketer targeting new business owners Highlight relationships with AMEX and other 3rd party partners, tracking sales through partners
- See a display add targeted on NEWBUSINESS.COM Click on the add and fills out a customer inquiry
- 3 insights you will gain
- From the mission of Marketing, to how Marketing’s impact is measured, today’s CMO and her leadership team need to make sure they understand and are taking advantage of modern marketing approaches to align with the behavior of today’s buyer and to stay competitive. In particular, marketers need to make a shift from demographics-based marketing to behavior-based marketing, and from batch & blast tactics to continuous relationship-building and nurturing.
- Every interaction is a link within the context of a communication supply chain. Don’t look at each discrete message, or even each campaign, as a unique event. Marketing is not a candy machine.
- This is more like what you want your communications to be….
- This is more like what you want your communications to be….
- This is more like what you want your communications to be….
- To capitalize on this opportunity requires building relationships Individualized – Get to know me as a person (when I wanted to be contacted, how I wanted to be contacted, at what times I want to be contacted, etc..) Personalized – focus on customer’s behavior instead of demographic, timely & meaningful interactions Durable – last a life time across various stages in life or buying cycle: ie. Credit card (younger) to mortgage rates to life insurance (older) Directed – Clear customer journeys with call to actions in place Engage LearnEvaluate BUY Buy Enjoy TrustADVOCATE Own UseValue RENEW Marketers can control more than advertising & awareness Guide the customer journey Directly own the consumer relationship But most brands are still running campaigns Campaigns are company centric, not customer centric Campaigns are time-bound Campaigns have no memory; they lack context Marketers must build relationships with consumers over time Help new customers feel like an existing customer They’ll know you, trust you, buy from you when they’re ready Keep existing customers coming back Why now? The marketer with the most customer relationships will win.