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Hi Everyone and thanks for joining us today on how to deliver unforgettable buyer journeys. I am lizzy and I will be joined by my colleague, Mike today. And we both find this topic of buyer journeys fascinating. And it is amazing how effective personalizing communication and engaging with your audience based on their own specific buyer journey can do for your results. The hard part is figuring out what your buyers actually want and how to implement campaigns to get them where you want.
I wanted to quickly introduce us before we get going: My name is Lizzy Funk and my colleague is Mike Madden – we are both on the demand generation team at Marketo running a slue of programs. We also focus on a lot on how we can segment our audience based on who they are and what they do to increase engagement.
And with that let’s get going!
So no matter what type of marketing you are in – the goal for every marketer is the same – we all want to acquire new customers, build personalized relationships with them over time, grow their customer value and turn them into brand advocates. Don’t you wish it was that easy though? Yeah, me too.
But it isn’t – and marketing has changed so much recently and it will continue to change at a crazy rate. So us as marketers need to keep up with the trends and really understand our new and prospective customers. If we know our customers in and out – we can own their buyer journey. And owning the buyer journey will help increase everything – from acquiring more customer, to growing your customer lifetime value, to building loyalty and brand advocates and beyond – which will ultimately increase ROI for your team.
But first, let’s define what a buyer journey is: In laymen’s terms it means understanding your customer’s buying decisions process so you can tailor your content and programs to match each person interest and needs
The buyer today is very different from yesterday’s buyer. Think about how to buy a car: Back in the day – to buy a car, you just go to the car lot, talk to a bunch of sales people, test drive some cars, and then leave with a new cars! And today – that is not how it works, I will give you the example I had when I bought my new car recently. When I decided I wanted a new car, I immediately narrowed my search down knowing I wanted a smaller car, with good gas mileage that was safe – no SUVs for me! If it was back in the 50’s my next step was to the car lot. But before I did that, I did my online research, checked consumer reports, reviews, etc… At that point I narrowed down my list quite a bit. And then I went to my family and friends – I asked around on what people thought about the cars I was interested in. I wanted to hear if any of them had experience with the cars I wanted to purchase and see what they thought. Honestly their opinions were more valuable to me than my online research – so I actually changed my list after talking to them. Once I narrowed it down even more, I finally headed to the car lot. I already knew which car I was leaning towards. I just wanted confirmation at the car lot. So this is showing how different it is today. My decision on which car I wanted was almost made before I went to the car lot.
And knowing these shifts and how to adapt is incredibly important to marketing. Volkswagen knows that I was interested, so they showered me with personalized ads, retargeting, targeted offers, etc… This online, personal experience helped me keep VW top of mind. It is such a different way of marketing – from billboards and bus bench signs to personalized retargeting digital ads, etc…
So why this change in buyer journeys?
There are two main reasons for this shift. The first is new technology – with the surge of the internet and other new technologies, we are now able to collect a ton of more data on our customers based on what they do and who they are and then we are able to use that data to personalize offers to our customers. The other main reason is us – us being customers – we are no longer passive, not doing our research before buying. We know so much more than we did before making a purchasing decision. We are empowered, we feel that company’s owe us a personalized experience in order to get our business. This new reality creates a shift in marketing from talking at people to engaging with them in order to build personalized and life long relationships with them.
So why is this important? Well in today’s society marketing’s goal is to target the Right person right channel right time right device
But why should we do this?
By Increasing engagement, you therefore are increasing your influence on your customer’s decision Expectations of consumers is high You have a lot of information – use it! It’s a Two-way communication
Make your brand ‘unforgettable’ – be top of mind at the moment they are making a decision
Don’t believe me?
Almost three quarters of online consumers get frustrated with websites when content like offers, ads, and promotions are irrelevant to their interests. By providing a more personalized experience, you’ll find people stay on your website longer, download more offers and purchase more products. Using demographic and behavioral data to customize web and mobile experiences, marketers can drive up to a 30% increase in conversion rates. (Source: Janrain & Harris Interactive)
What does a buyer journey even look like? Here are some examples of buyer journeys you can use, based on your company
And how do you establish these? It is actually up to your audience – what are they telling you? And how can you align your business goals to what your customers are saying and want from you?
I want to also point out that these journeys are not linear. They are circular – which means the work is never done for you as a marketer
RULE #1: Engage with your audience AS INDIVUALS
This means you need to tailor everything you send your audience – digital ads, emails, etc… - based on who your audience is and what they do.
But you might be asking – how do you get that information? A tip I can give you is don’t guess, just ask.
For things you can't detect, don’t’ be afraid to ask! Can’t ask them 30 things, but even 1 will help you
And if it’s a considered purchase where someone is likely to come back to your site repeatedly before buying, use progressive profiling to ask deeper & deeper questions, so you’re always learning more
In this example – payoff is doing a quiz to help you find out more about your finances. And in turn payoff is getting data on you to help personalize campaigns. My colleague shared this with me and she said she filled out the quiz and then left the site – even after they left, they were targeted with retargeting based on what they answered.
So what are different questions you can ask? And how can you segment?
You must first establish how are you going to segment your customers. By creating a personalized journey, you need to segment your customers into different buckets to provide each bucket a personalized journey to your desired outcome. Basic segmentation can be separated into two different buckets – behavioral - based on what they have done and demographic – based on who they are.
Here are some examples of how you can personalize based on behaviors:
Lifecycle Stage – first time web site visitor? first time buyer? Repeat buyer? Loyal customer? Engagement – visited website? added item to cart? attended event? Clicked a link on an email? Activity – when is the last purchase the person made? Non-activity – hasn’t been to your website in x amount of days?
And finally demographics. Are you going to segment your database or change your content based on how old are they. Will you audience – no matter the age appreciate the same offer? When you are marketing a vacation – your older audience is probably going for a different reason than your younger audience. This should be reflected in how you approach them Same with location. If you are having a location-based deal or store opening – you can segment your audience based on where they are (proximity to location). For gender, you can tailor your offers and language based on males and females. For example, in retail, I am going to prefer to see ads that have women’s shoes, not mens shoes. Another way to segment is based on interest. For a car company, such as toyota – I might be interested in the prius by visiting the pricing page for the prius. By telling toyota I am interested in a prius, I want to be marketed to about the prius, not the highlander. And finally a fun way to market is by birthday. Sending personalized birthday offers to your audience is a great way to personally engage with them. Now that we know where to personalize and how we can personalize, let’s get into some examples.
Rule #2 – Engage with your audience BASED on what they do
This means watching what your customers/audience are doing and act on that. A trick for this is focus on trigger emails and move away from batch emails. See example
marketers need to make a shift from engaging people based on just who they are (demographic) to actually what they do (behavior driven).
What people do and don’t do What webpages are they looking at / not looking at What emails are they opening or clicking / not opening What actions are they taking / not taking
Personalizing these offers is also incredibly important -
40% of consumers buy more from retailers who personalize the shopping experience across channels. (Source: MyBuys)
That means when Amazon sends me suggestions for products based on my interests and suggesting what I might like, I’m much more likely to spend my money with them.
We are going to go over four ways you can personalize with your audience. First, let’s discuss where you can personalize on the different channels you might use. Web Personalization – this includes your own website Email Personalization – personalizing the content and even the layout for your audience Ads – personalizing the ads your consumers see on facebook or even through retargeting with google Mobile – if you audience is on mobile (chances they are), you can use this channel to personalize content they see on their mobile device
The first and probably one of the most important places you can personalize is on your website. No matter what your industry – whether it is retail, travel, ecommerce, financial services, etc… or what your marketing looks like, you most likely have a website. Even if you aren’t doing email, paid search, social, etc – you probably still have a website. Personalization on your website is a great place to start. At Marketo, our website is one of the highest converting sources for our customers. By personalizing the experience for our customers on our website, this will help increase engagement and conversions. It can also help speed up the customer lifecycle. By suggesting relevant content or items to buy based on the interest of your buyer, you are more likely to convert them faster. Amazon does an amazing job of personalization on their website. Here is a screen shot of my home page. At the top, it shows the status of my recent order. Then it shows me my recent orders – offering me to look at items similar to what I bought in the past. And finally, it is showing me a list of books. I mostly buy nail polish and books on Amazon, so they are doing a great job of marketing these two items right when I go to Amazon. I am much more likely to consider buying these items because it feels like Amazon knows me and is listening to me based on my previous purchases and responding by giving me very accurate suggestions. Fortunately, personalizing your website doesn’t have to be hard. There are tools out there with marketing automation that can make these types of personalization really easy for marketers.
In this example we are segmenting by age, but you can also think about it based on motivations. Each age group has different preferences when it comes to going on a vacation even if they are all going to the same place. For the younger crowd, they might be interested in the spring break activities and adventures. For the middle aged group, they are more interested in family vacations and adventures you can go on with kids. And finally for the older generation, they could be more interested in relaxation. Though all three of these groups are getting the same offer – the reasoning behind the offer is different and you can use dynamic content to build these out and segment your database.
You can also personalize by tokens
Design mobile app notifications – either push notifications or in-app messages – that can provide timely and personalized messages or offers for your customers. You can deliver these messages based on the actions your customers take inside your app or on other channels. ensuring customer engagement You can also personalize the cross-channel campaigns that respond to your customer’s actions. For example, send a push notification to someone who hasn’t opened your email or deliver an in-app notification to someone after they’ve been to your website
New Rule #3 Engaging with your audience continuously over time – not just once
Marketers need to shift from point in time campaigns to continuous conversations that unfold over the customer’s lifecycle.
Campaigns are disconnected puzzle pieces – and therefore never form any kind of cohesive thread or picture – to communications that form a continuous relationship that gets deeper and deeper over time.
Traditionally marketers have been focused a lot on the transaction – helping close the deal with the consumer. But the end of the transaction is the beginning of a long-term, durable relationship with a consumer.
And brands that win engage people early and engage them over time continuously in a personalized way; this is critical in a world where a consumer has lots of choice and the switching costs are low.
Our customer Palace Sports and Entertainment is an NBA Franchise, with the Detroit Pistons, as well as two concert venues in Detroit—the DTE and Meadowbrook Amphitheater. In the institution that is the NBA, PS&E wants to create customers for life and when they were looking for a partner, they wanted someone that shared their same philosophy about how to develop life-long relationships with consumers.
With Marketo their communications to different membership lifestyles and segmentations to personalize the customer experience, and engaging ticket holders at the right time. Before their plan is set to expire they can capture them for the next season – following up with ticket members is core to their business, now seeing 90% renewal rates.
Rule 4: Engage with your customers directed towards an outcome.
Think what is your goal – and what offers can you provide based on what your goal is?
A tip here is - Define various stages of the journey. Measure what matters, not just vanity metrics.
Map out your customer stages. Journeys are dynamic – you have to shepherd them
Big takeaway: Measure against that goal – get away from vanity metrics (opens/clicks)
Curves – Measures the number of in-person appointments that start online; always addressing where people fall out of the process
CURVES WINS 2X DIGITAL CONVERSION WITH MARKETO
“We used to get open rates and click through rates on emails. Period. We were averaging 50% completion rate on our website appointment form. With Marketo, we identified where people were exiting most often, made two creative changes and increased completion to 93%. Information that was impossible to get to before Marketo can now be found in a couple of clicks of a button. That’s agile marketing.” Jacob Stark, Director, Digital Strategy, Curves International, Inc.
Highlights With Marketo, Curves: • Website conversion increased 2X • Funnel conversion increased 2X from 5% to 10% • Increase from 50% to 93% completion for those who begin the appointment form process
Challenges Curves International, Inc. is the largest fitness club chain in the world for women and is famous for its fitness program, a 30-minute circuit with a Coach that works every major muscle group with strength training, cardio and stretching. Prior to Marketo, Curves used a third party for their digital marketing efforts; the third party, in turn, utilized an email service provider. With so much distance between Curves and marketing programs, obtaining results was slow. The many steps required made launching programs inefficient and cumbersome. For reporting, Curves only received an email with the open rate and click-rate numbers. There was no visibility into their funnel and no ability to understand what was and wasn’t working until after a program was over.
When Curves was acquired by an equity firm, the leadership recognized the need for a broad and cohesive digital strategy to grow the business and, in particular, to reach the younger demographic. Curves chose Marketo not just for its superior marketing automation platform but also for Marketo’s leadership in the marketplace. “Marketo is not just a marketing software,” says Jacob Stark, Director of Digital Strategy for Curves International. “They are the thought leader in marketing. Marketing automation is in its infancy and we wanted to be with the company who is innovating marketing automation, bringing it into the B2C world and building its future.”
Solution To break down the silos that had characterized marketing, Curves has made Marketo the organization’s central hub for marketing. Curves now has complete insight into their customer base and digital audience, enabling them to customize messaging to be more effective. With Marketo landing pages, Curves tracks exactly how customers interact with the company. Marketo also plays a star role in Curves’ appointment funnel. The webform adds the lead to the database and automatically triggers the next steps--a thank you page as well as a customized map of local Curves locations based on the customer’s zip code. While behind the scenes, Marketo keeps the database clean by automatically checking for duplicates.
Previously, Curves could only segment mailings by two categories: member or non-member. Now, Curves can send communications by any number of different factors--membership type, classes attended, lead source, demographic, geography and more. Messages can be sent to members who haven’t worked out for a certain period of time or when the weather has been especially cold in a certain region, Curves can tailor their messaging to encourage members in that location to get back to the gym. Curves also has plans in the future to implement campaigns directed at B2B opportunities such as corporate wellness and franchise sales. Marketo’s robust reporting gives Curves analytics on their entire digital marketing effort.
Benefits The results are just astounding. Curves website conversion is up more than 100% since implementing Marketo, from 1.5% to 3.2%. Total funnel conversion--paid and organic--was 5% previously--- now 10%. Now, conversion rates are up at 10% for their Curves Fitness product and 17% for Curves Complete. Email open rate is up from 18% to 34% while click through rate has increased from 19% to 32%. Already this year, Curves’ year-to-date appointments have seen a 142% increase. Curves non-branded, organic traffic is also up by 56%.
“We used to get open rates and click through rates on emails. Period. We were averaging 50% completion rate on our website appointment form. With Marketo, we identified where people were exiting most often, made two creative changes and increased completion to 93%. Information that was impossible to get to before Marketo can now be found in a couple of clicks of a button. That’s agile marketing. “says Stark.
Rule 5: Engage with your audience everywhere they are
People aren’t single channel anymore They are everywhere – 36% of us brands have people interacting with them in 3 or more channels. They demand a consistent experience across these channels. And we marketers need to graduate from siloed communications to integrated, multi-channel engagement that actually shows someone that you know who they are and that you are listening to them
A tip for you – don’t pick the channel you think they are on – let your audience choose.
Let’s take mobile as an example…
And 4 out of 5 (79%) of smartphone users check their phones within the first 15 minutes of waking up. 44% of cellphone owners sleep with their phones next to their beds. God forbid they miss a single call, a text message or an update!
And over 50% of emails are now opened on mobile. So you HAVE to incorporate mobile across all touchpoints
Apps: As average smartphone user, spends 127 minutes a day in apps and has an average of 65 apps installed!!
It’s a crowded market and the challenge is that it’s really hard to drive mobile engagement – Most apps that people download are used 3 times or less EVER
Big point: Coordinate your messages across channels so they reinforce each other
Engage people everywhere they are. Used to be that, as marketers, we had to deal with 1-2 channels. Now our buyers are everywhere – 36% of companies have people interacting with them in 3 or more channels. And they demand a consistent experience across these channels. And we marketers need to graduate from siloed communications to integrated, multi-channel engagement that actually shows someone that you know who they are and that you are listening to them.
Can’t be mobile only – even if you’re an app company. Behaviors across channels to engage across channels (App, Web, Blog)
MyFitnessPal’s health and fitness apps help people set and achieve personalized health goals by tracking their nutrition and physical activity. More than 65 million people have used MyFitnessPal to achieve and maintain a healthier and happier lifestyle. With a database of over 4 million foods, integrations with top fitness technology partners and the largest health community in the world, MyFitnessPal is the leading health and fitness tool worldwide. However, with such a large user base, MyFitnessPal was challenged with effectively engaging a wide variety of people across digital channels. Although the company had 15 million people in their database for marketing and content emails in 2013, MyFitnessPal sent only 4 emails during the year. Additionally, MyFitnessPal wanted to engage more people with the quality content on their blog, “Hello Healthy.” MyFitnessPal recognized the need for a solution to help them develop their cross-channel communication and lifecycle marketing programs. By leveraging Marketo to be everywhere their subscribers are – they’ve significantly grown their blog traffic to 4 million unique visitors every month and have much higher engagement with users inside their app!
MyFitnessPal Leverages Marketo to Engage 65 Million Users Highlights 4 million unique visitors to blog each month Quickly ramped to sending 100 million emails per month with Marketo User engagement increased double digits Challenges
MyFitnessPal’s health and fitness apps help people set and achieve personalized health goals by tracking their nutrition and physical activity. More than 65 million people have used MyFitnessPal to achieve and maintain a healthier and happier lifestyle. With a database of over 4 million foods, integrations with top fitness technology partners and the largest health community in the world, MyFitnessPal is the leading health and fitness tool worldwide. However, with such a large user base, MyFitnessPal was challenged with effectively engaging a wide variety of people across digital channels. Although the company had 15 million people in their database for marketing and content emails in 2013, MyFitnessPal sent only 4 emails during the year. Additionally, MyFitnessPal wanted to engage more people with the quality content on their blog, “Hello Healthy.” MyFitnessPal recognized the need for a solution to help them develop their cross-channel communication and lifecycle marketing programs. They chose Marketo as their engagement marketing platform.
With Marketo’s engagement marketing platform, MyFitnessPal started by dramatically increasing engagement with users via personalized email communications. That included ramping from 4 emails in 2013 to a robust set of emails intended to engage MyFitnessPal’s 15 million marketing-subscribed users. Using robust testing, personalization and segmentation, MyFitnessPal now sends over 100 million emails per month with incredibly low unsubscribe rates. These emails include a weekly newsletter, recipe round-up, and “workout of the week.” “The ability to test emails without engineering involvement has allowed us to create experiences that boost user engagement with our app and our blog,” says Tara-Nicholle Nelson, the Vice President of Marketing at MyFitnessPal. In addition to email as a direct channel, MyFitnessPal has built a sizeable following on their blog, “Hello Healthy.” By enticing users in other channels with blog content, “Hello Healthy” now has over 4 million unique visitors per month, making it the fifth most trafficked healthy living lifestyle blog on the web. Lastly, based on their deep understanding of each user, as well as how often people are interacting with their app, MyFitnessPal has improved retention and engagement. With a set of creative content campaigns targeted at users who have become inactive, MyFitnessPal now reactivates hundreds of thousands of users each week.
With Marketo, MyFitnessPal engages people over 100 million times per month. User engagement is up by double-digits and with the help of Marketo, MyFitnessPal’s multi-channel content and social media marketing program has helped grow the MyFitnessPal blog. The blog, “Hello Healthy,” now sees over 4 million unique visitors per month, and is one of the most trafficked healthy lifestyle destinations on the Internet. relevant data in efforts to assist in rebuilding neighborhoods after Hurricane Sandy,” adds Kulla.
Listen & Respond: Look for a solution that lets you listen and engage your customers at every step of the journey based on what they do. Solution makes it easy for you to listen to customer behaviors across channels, and respond in real-time with the right message at the right time – at scale.
For Reporting: only Marketo provides multi-touch attribution - empowers you to understand and measure how each marketing touch-point throughout the customer journey contributes to revenue. Lets you to create custom reports – without any outside tools**.
Cross-channel: for engaging customers across channels, only Marketo provides a unified platform that makes it easy for marketers to create campaigns that can listen everywhere and respond anywhere based on who the prospect or customer is, and what they do. Marketo’s unique campaign workflows are easy to build using simple drag-and-drop, and can be set-up to trigger directly (without having to set- up a bunch of dynamic lists) off a broader set of prospect behaviors, and a wider set of channels compared to other systems. Stores all marketing information for a customer in our Engagement Marketing Platform; providing a single source of truth for marketers.
Scored Consumer Values: only Marketo provides the ability to automate consumer scoring, allowing you to empirically measure the effectiveness of your content with an Engagement Score and prioritize the best customers
Web Personalization: Allows marketers the ability to provide a personalized inbound web experience to both anonymous and known visitors based on who they are and what they do [FOR ANY CMS].