The State of Engagement in Marketing Today- European View
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The document presents insights from a survey of 2,000 marketers and consumers, highlighting the challenges brands face in meeting buyer expectations for personalized and consistent engagement across multiple channels. It emphasizes the need for marketers to better listen to customers, integrate touchpoints, and leverage data to improve customer experience. Marketers are urged to align their strategies with executive leadership to adapt to the evolving engagement economy.
The State of Engagement in Marketing Today- European View
- 1. The State of Engagement in Marketing Today: European View Insights on Engagement from 2,000 Marketers and Consumers
- 2. Housekeeping • This webinar is being recorded! Slides and recording will be sent to you after the webinar concludes. • Have a question? Use the chat box and we’ll get to your questions after the webinar. • Posting to social? Use our hashtag - #mktgnation
- 3. Today’s Speakers Ray Coppinger Head Of Marketing EMEA, Marketo Jay Shutter CEO, Illuminas Austin
- 5. Who did we survey? • ~1,200 Marketers* • ½ B2B • ½ B2C** • 1,000 Consumers ½ B2B ½ B2C** The Marketers Mid Market = 250 – 999 employees * Marketer data collected from UK, France, Germany and the US ** B2C data collected from US and UK markets
- 6. #1 Marketers are not keeping up with buyer expectations
- 7. Brands must have a deep understanding of their needs in order to engage them successfully 73% 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 personalised Buyer expectations are higher than ever Source: State of Engagement
- 8. Most buyers don’t believe you are trying to understand them 83% 33% of buyers believe brands try to deliver value of marketers say their engagement efforts are effective Source: State of Engagement
- 10. Implication for Marketers: LISTEN to what your customers are telling you
- 11. To Listen Better, Marketers must: 1. Be brave enough to be quiet, to say nothing, be still… 2. Be able to process what they are hearing… 3. Be trustworthy 4. Be empathetic
- 13. Website / E-commerce Email Social media Customer service & support Sales Mobile app In physical location All of the above Marketers have not yet integrated all Touchpoints 13 61% 56% 53% 40% 40% 35% 26% 8% 91% Touchpoints marketers have integrated: 8% Have ALL Touchpoints integrated Only% of marketers who consider their Touchpoints integrated 94% 91% 91% 2% 8%9%
- 14. 57% 45% 44% 44% 41% 41% 37% 36% 34% 64% 48% 53% 40% 54% 41% 52% 41% 56% Buyers want consistency and customization 14 Provide a consistent customer experience Provide multiple channels for communicating with relevant customer service personnel Provide a clearly stated policy for how they will engage with me and how I can tailor those engagements to my satisfaction Survey customers about their preferences for how they wish to be engaged or communicated with Share feedback from customer surveys, and indicate actions that will be taken to improve customer experience Demonstrate a transparent commitment from senior executives that customer engagement is their number one priority Clearly demonstrate a culture & value system that aligns with mine Distribute regular customer satisfaction surveys that measure more than just willingness to recommend Have my customer information and account history available across all touchpoints #1 Expectation: Provide a consistent customer experience, (across channels and touchpoints) B2C Customers: Importance of activities Reporting: Very or Extremely Important B2B Customers: Importance of activities Reporting: Very or Extremely Important COMBINED 61% 46% 48% 42% 47% 41% 44% 39% 45%
- 15. Implication for Marketers: LEARN by turning information into insight
- 16. To Learn, Marketers must: 1. Break down data silos so they can get a single view of the customer 2. Continually ask questions and challenge themselves on whether they are asking the right questions 3. Identify the right metrics to track against
- 17. #3 Engagement requires and creates data and insights
- 18. We’re starting to use data to engage Globally, 72% say they are using personalised messaging… 72%71% 65% 74%
- 19. But, we’re not quite hitting the mark 19
- 20. Implication for Marketers: ENGAGE by turning insight into action
- 21. You need the right tools to gather insights and turn them into action
- 22. #4 Marketers believe that the customer experience is critical, but some aren’t sure their executives agree
- 23. Customer Service & Support Sales Product / Service Strategy Brand and Marketing PR / Communications Executive Leadership Marketers are more aligned to Support, Sales and Product than with their Execs 23 75% 70% 68% 67% 64% 59% Is your engagement strategy aligned with…? 41% Don’t feel their customer engagement strategy is aligned with their Executive Leadership 55%66%61%
- 24. To gain Executive support, Marketers must: 1. Educate their executives on the power of engagement and customer experience 2. Communicate to them on your engagement initiatives in ways they can understand e.g. NPS, ACV,retention rates
- 25. The Engagement Economy The Engagement Economy—the reality that we consume and market in today—is a new era where everyone and everything is connected. Consumer expectations have shifted to expect more from the brands they buy from— they seek a personal relationship that offers them value wherever they are and whenever they are ready to engage. As a result, marketers have had to rapidly transform their strategies, methods, and tactics in order to stay relevant.
- 26. ENGAGEMENT ECONOMY This new world is the And it’s here today Think Value over Volume
- 27. How do you deliver value in the Engagement Economy?
- 28. Download the full report from Marketo’s Resource Center Marketo Proprietary and Confidential | © Marketo, Inc.
- 29. Q & A
Editor's Notes
- #2: ALT TITLES: The Engagement Economy Report The Engagement Report The Engagement Economy Report: How Engagement Is Shaping Customer Experiences, Marketing, and Our Future Marketing In The Engagement Economy Report/Benchmark subhead: How Marketers and Consumers Are Engaging and How they Want to Be Example Reports to look at: Salesforce: https://secure2.sfdcstatic.com/assets/pdf/datasheets/salesforce-research-fourth-annual-state-of-marketing.pdf Zuora: https://www.zuora.com/wp-content/uploads/2017/06/Zuora-2017-Subscription-Economy-Index.pdf?mkt_tok=eyJpIjoiTTJNeFpHVTNaVGczTmpSbCIsInQiOiJOR1Bja3V3cklQSWJrZCtLcndhc0oyYk42Qk9oR25MTnB2Y3QxOGpYU215STBRREoyK0NoTWNNRUdhRUNXREJsbTlXMkxNWHZ5RDRTWlNhSEl2bVwvVTVPeXZjU0xBeHVHNzNUSGFtZmt4Mmh6cFJCTVpcL2ZqYmZCcThnWnNlc3QxIn0%3D LinkedIn Learning: https://learning.linkedin.com/content/dam/me/learning/en-us/pdfs/lil-workplace-learning-report.pdf Content Marketing Institute: http://contentmarketinginstitute.com/wp-content/uploads/2015/09/2016_B2B_Report_Final.pdf Influitive: http://info.influitive.com/rs/879-TZW-526/images/2017%20State%20of%20Customer%20Marketing%20Benchmark%20Report.pdf
- #3: And with that let’s get going!
- #4: As the Director of Product & Segment Marketing for Marketo, Adrienne leads the industry go-to-market strategy and execution, as well as creating thought leadership content. With more than 15 years of experience in enterprise software, she has held leadership positions in product marketing at SAP, SuccessFactors, Saba and Taleo. Jay is the CEO and head of research innovation and the continuous evolution of Illuminas’ research solutions. With over 25 years of experience conducting both quantitative and qualitative research around the world, Jay brings unique insight to help companies translate their research results into highly actionable business intelligence. As a recognized thought leader in researching the technology industry, Jay has a long history of analyzing the impact of technology and the Internet on businesses, consumers and the economy.
- #6: The survey revealed that marketing leaders in the B2B and B2C spaces are quickly realising that they need to adopt and execute new strategies and approaches to effectively engage today’s consumers. Within our findings, the data surfaced gaps between consumer expectations and marketers’ ability to satisfy them. Moreover, it revealed a disconnect between the desire to shift organisational priorities and strategies and the requisite executive sponsorship.
- #7: Half of consumers think brands could do a better job of aligning with how consumers prefer to engage. In fact, few consumers think brands are taking the time to deeply understand them and build a relationship.
- #8: NOTE: these are the B2B stats While these figures highlight data from a B2B segment, both B2B and B2C consumers agree it is most important for brands and vendors to provide a consistent experience regardless of the channel they are using to interact with them.
- #9: 82% of marketers say their engagement efforts are effective And if that was true, we could end our talk right now!
- #11: LISTEN… to what your customers are telling you. Yes – I am comfortable standing up here and making PAINFULLY OBVIOUS STATEMENTS Because everyone in this room will say they listen to customers But this is about listening to EVERY, INDIVIDUAL customer, whether you’ve got 10,000 or 10 Million Are we?
- #14: While integration across touchpoints is more important to B2B consumers than B2C, both groups agree that it is most important for companies to integrate email, website, and phone interactions
- #15: #1 expectation is that vendors provide a CONSISTENT customer experience (across channels, time, products, etc.)
- #21: So in a world where we want to deliver value – we’ve listened to each customer, learned what they want, it’s time to engage
- #22: Use a single source of truth. Data can be overwhelming, and silos make it even more so. When you centralize a single-point-of-truth that can take in millions, billions of data points, across your customer base, it creates a foundation for exploration, rather than an exercise one-off reporting… [take a look at this stack from Microsoft / Workfront / Allocadia to see what goes into their closed loops.]
- #23: Today, there are more ways to touch your customers than ever before, with new channels cropping up all the time. So, besides all of the new technology for marketers, your boss probably expects you to be an expert in every new channel – knowing how to optimize your content, your timing and investment across an increasingly complex set of choices. Meanwhile, your customers are moving freely across these channels, and expecting you to deliver meaningful, consistent interactions throughout. But, for many or even most brands, these touch points have evolved in silos, creating a disjointed and sometimes disorienting customer experience.
- #28: Step 1: Rethink your marketing paradigm Stop thinking about the next message, campaign, channel…. And start with listening, then learning, and then engaging Let’s dig into each of these briefly to see what it looks like and who is doing it well.
- #30: We help thousands of organizations like yours win more. And we can help you do it, too.