The Fatal Flaw of the Engagement Economy. How Incomplete & Inaccurate Data is Hurting B2B Marketers

Transcription

1 The Fatal Flaw of the Engagement Economy How Incomplete & Inaccurate Data is Hurting B2B Marketers

2 Housekeeping Items a Recording will be provided after the live webinar Slide 2 Questions? Use chatbox on your right d Posting to social? Use our hashtag #oktowebinar

3 Ben Green Slide 3 VP Operations at Oktopost Fun fact: Love the beach!

4 Jamie Walker Slide 4 Director of Marketing at Synthio Fun fact: Spinning Instructor

5 Today s Agenda 1 Introducing the Engagement Economy 2 Who your audience is? The role of contact data in reaching your audience 3 What your audience is interested in? Utilizing social data for deeper segmentation 4 Slide 5 Connecting data back to the Engagement Economy

6 1. Engagement Economy

7 What is the Engagement Economy? Coined by Marketo Everyone and everything is connected A shift in the relationship between buyers and sellers Engage with all the stakeholders in a business, not just the customer Only the digital native companies survive Success hinges on building personalized, authentic relationships with your customers Slide 7

8 Now more than ever, the only way to win the heart and mind of your customer is to consistently deliver authentic and personalized experiences. Steve Lucas, Marketo CEO

9 Data is the core of the Engagement Economy Leverage as many data points as possible from your website, , and social media networks. Slide 8 Data Engagement Economy

10 Social Media is a Critical Engagement Channel Source: State of Engagement Report,

11 Data is the core of the Engagement Economy As we move towards personalized & authentic messaging, it s important to have complete, accurate data Slide 9 Data Engagement Economy

12 2. Who your audience is? The role of contact data in reaching your audience

13 B2B marketers are chasing a moving target, making it difficult to keep contact data fresh Transient workforce (the average CMO moves jobs every 42 months) Job promotions Basic information on prospects constantly changes Slide 11

14 In order to stay in front of your audience, you need the most accurate, complete contact data possible. Slide 12

15 Two types of data that marketers need to increase engagement: Profile (Contact) Data Behavioral Data (Social Media) Slide 13

16 The role of contact data in audience engagement Contact data falls into the category of demographic, firmographic, and technographic data Demographic Firmographic Technographic Slide 14

17 The role of contact data in audience engagement The rise of technology has made the market more saturated with content and marketing messages than ever before, making it harder to engage your audience Slide 15

18 The role of contact data in audience engagement The more you can personalize your communication, the higher the chances of connecting with someone Slide 16

19 The role of contact data in audience engagement By enriching your firmographic and technographic data, you can have more sophisticated conversation Mark Zuckerberg CEO & Chairman with your audience You can tailor content and messaging to make your offer more relevant, which means they are more likely to engage with you Slide 17 Gender: M Age: 33 Location: Palo Alto Company: Facebook

20 Mastering clean contact data In order to best target your audiences and contact databases, you have to know as much about them as possible: Cleansing Slide 18 Appending Enriching

21 Mastering clean contact data Cleansing Slide 19 Stay ahead of the B2B race Meet people where they are, not where they were Stop ing Dead s

22 Mastering clean contact data For B2B marketers, your audience is your most important asset Appending Data appending & enriching enables you to enrich your existing contact data with Enriching up to 50+ fields of additional data Fill in the white space in your database and enhance your contact data for a more complete picture of your prospect Slide 20

23 3. What your audience is interested in? Using social data for deeper segmentation

24 In a Normal Economy... In the Engagement Economy...

25 So what is segmentation? Using marketing automation, you divide your lead database into different buckets in order to deliver more dynamic and relevant content Slide 25

26 So what is segmentation? Some basic ways to segment leads: Geography: dividing leads based on the country or region they live in Language: dividing leads based on the language they speak Slide 26

27 So what is segmentation? Company Size Start-up (1-200) Mid-market (200-1,000) Enterprise (1,500+) Company Size Start-up Slide 27 Mid-market Enterprise

28 Using social data to segment your audience Social data = behavioral data Behavioral insights and information collected from prospects and customers social media activity Build a profile around audiences social engagement for better tailor of content and messaging. Slide 28

29 Using social data to segment your audience based on content topics Interests: If Katie is frequently clicking on posts about Automation, she will be placed in an Automation segment where she will receive more relevant content. Slide 29 Automation

30 Using social data to segment your audience based on content topics Buying Stage Brand Awareness (Cold Lead) Lead Generation (Warm Lead) Sales Conversion (Hot Lead) Slide 30 TOFU MOFU BOFU

31 Using social data to segment your audience based on content types Organic Created by your company Slide 31 CURATED Aggregated from external sources ADVOCACY Shared by your employees

32 Using social data to segment your audience based on social networks 80% of B2B leads came through LinkedIn Slide 32 13% of B2B leads came through Twitter 7% of B2B leads came through Facebook

33 Using social data to segment your audience based on engagement type & frequency Engagement Type: Is your audience clicking, liking, sharing or converting from your social content? VS. Slide 33

34 Using social data to segment your audience based on engagement type & frequency Engagement Frequency: How often does your audience engage with your content? VS. 1 click a month Slide 34 5 clicks a week

35 Ways to use social data to engage your audience 1. Engage via Crafting s with content that is tailored to each audience segment. Slide 35

36 Ways to use social data to engage your audience 2. Engage via Ads: Using the social and contact data, marketers can serve ads to specific audience segments. Ads can be tailored based on the topic-of-interest and buyer readiness. For example: Interested in Lead Scoring + ToFu Slide 36 Ad

37 Ways to use social data to engage your audience 3. Engage via Social Outreach: Sales using social data to personalize their conversations with prospects. Slide 37

38 4. Connecting data back to the Engagement Economy

39 Connecting data back to the Engagement Economy The Engagement Economy is all about having meaningful connections with the right audiences. To do that, we need complete and accurate contact data and social data Contact data WHO are audience is? Social data WHAT they re interested in? By segmenting your audience properly, you can better tailor a content experience that s personalized to their needs, interests, and stage of the buyer journey. Slide 39

40 Questions?

41 Thank you :)