1.
3 Steps to Effective Customer
Engagement
Charm Bianchini
@charmbianchini
Marketo

2.
• Why Care Now?
• 3 Step Process:
1. Listen
2. Learn
3. Engage
• Quick Wins
Agenda

3.
Is Volume Better?

4.
Think brands must
have a deep
understanding of
their needs in order
to engage them
successfully
73%
Say that the brands
could do a better job
aligning their
engagement activities
with their
preferences
66%65%
Expect all of their
interactions with a brand
to be personalized
Growing Customer Expectations

5.
The Engagement Economy

6.
Value > Volume
Customer Engagement Is Key to Success
Customer engagement increases
ROI, brand awareness, lifetime
value, etc.
• Focus on Value rather than Volume
• Understand your customer
• Build your customer’s story around the
customer’s needs

7.
of customers believe
brands try to deliver
value
Most of your customers don’t believe
you are trying to understand them
of marketers say
their engagement
efforts are effective
33%83%

8.
So, how do we better engage with
our customers?

9.
Formula for Customer Engagement
• Listen to every
relevant fragment of
data
• Learn by turning
information into
insight
• Engage with
touches that deliver
value

10.
1. Listen – to what your customers
are telling you

11.
Tip 1: Track Behaviors Across Channels
What time did you engage?
What you haven’t opened?
Web
Email
What pages did you visit?
What blogs are you reading?
What blogs am I reading?
Event
Did you stop by the booth?
Did you watch a demo?
Ads
Which content did you click?
What device did you use?

12.
Tip 2: Go Beyond Marketing
Are you using the product?
Have you attended training?
Support
Product
Are you a power user?
Any problems you need solved?
What blogs am I reading?
Sales
What did we talk about?
Where are you in the buying cycle?
Billing
Do you plan on renewing?
Who is the executive contact?

13.
54% of companies say their biggest challenge to data-
driven marketing success is the lack of data completeness
Tip 3: Supplement w/ 3rd Party Data
• Competitive
• Technology use
• Company info
• Ad engagement
• Other systems
• Org charts

14.
• The Detroit Pistons
collect behavior data
across channels and
lifecycle and use that
data to target and
engage with personal,
relevant content
Listen Example
Favorite
Players
Ads
Ticket Buying
Data
Personal
Detail
Social
Web
Email
Game
Behaviors

15.
2. Learn – what each customer
wants

16.
• Create a foundation for data exploration
• A single source of truth across your organization will
allow you to surface accurate insight and produce action,
at scale
Tip 1: Create a Single Source of Truth

17.
Page 17Marketo Proprietary and Confidential | © Marketo, Inc. 9/11/2017
Tip 2: Invest In Your Data
• Cleanse your data:
• Update company size
on regular basis
• Verify titles
• Map parent and child
accounts
• Tag accounts
• Etc.

18.
• Align teams to decide:
• Which data points (behavioral
and demographic)
should/shouldn’t we take action
on?
• Which data should be our single
source of truth?
• What action should we take
based on engagement?
Tip 3: Align Your Organization

19.
Learn Example
Insight
Created a
single-source
of truth
Discovered a
need for high-
value touch
Action
Found just the
right way to
deploy SMS
Making insight
accessible &
actionable

20.
3. Engage – with touches that
deliver value

21.
92% of customers want brands to create stories
Tip 1: Deliver Stories, Not Campaigns
Relevant
Personal
Timely

22.
Results: Conversion rates
Enterprise: Default: 42%; Personalized: 59%
Verticals: Default: 42%; Personalized: 71%
Tip 2: Personalize
Default Personalized

23.
Continue to optimize:
• Which content is your
audience ACTUALLY
engaging with?
• Which channel is
preferable for your
audience?
• How much content are
they engaging with?
Tip 3: Don’t Set and Forget

24.
Engage Example – American Kennel
Club
• Relevant – Best time to engage
when owners get a puppy
• Personal – Created a campaign
corresponding to puppy’s
development
• Timely – Timed communications
based on developmental
milestones

25.
Quick Wins
How to get started today!

26.
1. Utilize Marketing Technology

27.
Marketing Technology Landscape

28.
Employees allow you to fast forward your marketing by
empowering them to become your brand advocates
2. Activate Employee Engagement

29.
Engagement is measured
through activities
performed in the platform.
An activity is defined as a
challenge completion, a
discussion contribution,
social share or other action
in the hub. A login is not
counted as an activity.
99%
Of All Global
Employees are
MarketoLife
Members
Engaged Employees
37%
Social Sharing Amplification
14,751
194,057
Social Shares
Clicks Generated from
Social Shares
Every single
employee social share
is amplified by 13xOver last 5 months
“Marketo Life is a great place to build
advocacy, employee morale and overall
engagement with employees. Awesome
data on competitors, industry news, and
Marketo itself. MarketoLife has been a
good way to read things I would normally
miss. I'm glad it's here.”
4,300
surveys responses and pieces of
feedback on various topics such as
events, branding, leadership
communications, etc.
Over 150+
employees referrals
over the last 5 months
Employees
average 4
visits per week
Highly
engaged

30.
• Trigger emails perform 3x better than any other email
type
3. Use Triggers (based on actions)

31.
• Target customers
on the device
they prefer for
easy ordering
4. Target on Multiple Channels

32.
Engagement Examples – The Bad
• Downtime notice for a product
I don’t own
• Emails for IT
• Wrong name “Dear Nancy,”
• Promoting an insurance
product I already own

33.
• Listen - to every relevant fragment of data
• Track behaviors + non-behaviors across channels
• Supplement missing data with 3rd party data
• Learn – by turning information into insight
• Use a single source of truth
• Align across your organization
• Engage – with touches that deliver value
• Tell stories, not campaigns
• Don’t set it and forget it
Customer Engagement Key Takeaways
@charmbianchini

34.
Thank you!
Charm Bianchini
@charmbianchini