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As part of our drive to understand and discover the best thinking from across the marketing world, we have been lucky enough to engage in conversations with senior marketing leaders from a broad range of industries. Through all our discussions, it is clear that certain themes are top-of-mind for many marketers, so we’ve distilled key insights to share with you here.

Last month, we focused on what it takes to succeed. In this post, we'll hone in on how brands can use social media to engage their customers. We'll hear from top CMOs about their social strategies, what they’ve been able to learn from their customers by being engaged, and how social media can create opportunities to get to know your customers better.

Read the full post: Voices of the Engagement Economy: Engaging Customers on Social – CMO Nation

Dewayne Headshot.pngDewayne is responsible for anything that is fan-facing, from corporate communications to broadcast, in-arena entertainment and retail. He is also responsible for digital and social presence, analytics, creative services and overall brand strategy.

 

In this discussion, Dewayne talks about engaging fans to win, the challenges and benefits of partnerships, and how the Engagement Economy assists him along the way.

Read the full post on CMO Nation.

Cassio.pngCassio is responsible for sales, marketing, supply chain, customer services, and IT.

In this discussion, Cassio talks about how he measures success in the Engagement Economy, how you can personalize the customer experience and the processes that SGI uses to ensure an engaging experience.

Read the full post on CMO Nation.

Stephanie Meyer.png

Stephanie is responsible for PR, IR, marketing operations, and anything that has touchpoints with customers aside from sales.

In this discussion, Stephanie talks about her experiences with the Engagement Economy as a consumer, the biggest challenges CMOs face today, and how to successfully engage with employees.

Read the full post on CMO Nation.

As part of our drive to understand and distill the best thinking from across the marketing world, we have been lucky enough to engage in conversations with senior marketing leaders from a broad range of industries. Through all our discussions, it is clear that certain themes are top-of-mind for many marketers, so we've distilled key insights to share with you here.

Earlier this year, we focused on the rising importance of content. In this conversation, we'll hone in on what it takes to succeed. We'll hear from top CMOs about what success looks like in the Engagement Economy, some of the biggest challenges they face, and the companies they admire for their engagement strategy.

Read the full post on CMO Nation.

Jennifer Dominquini.pngIn addition to being responsible for all the traditional marketing functions, Jennifer is also responsible for digital sales, analytics, and online account origination.

In this discussion, Jennifer talks about the obstacles in the Engagement Economy, how she utilizes partner strategy, and the secret behind good marketing.

Read the full post on CMO Nation.

CEO Steve Lucas created this piece for VentureBeat that was reposted on CMO Nation. See below for a preview, and then click the link at the end to check out the full piece.

 

 

Not long ago, reaching audiences through technologies like email was considered breakthrough. Fast forward to today, a hyper-accelerated existence in which the average human checks their smartphone over 150 times daily.

This phone-fiddling translates into the average enterprise dealing with somewhere between 200 and 300 million digital signals per day, yet most can barely handle about 2 percent of that data. This implies companies attempt to make sense of around 4 million signals every single day—which is still far too many to analyze, interpret, and respond to quickly.

As for the 98 percent of the signals organizations can’t handle, massive amounts of opportunity and insight are lost.

Until now.

AI—whereby machines emulate intelligent behavior—already affects nearly everything you buy, watch, invest in, and more. Most of us can draw on consumer experiences influenced by AI, like Netflix recommendations or suggested purchases from Amazon. These use cases, while consumer-centric, are making their way into the enterprise.

Head to CMO Nation to continue reading.

Marketo University is pleased to announce the addition of 7 new training modules, bringing our total available training modules to 20. These modules are available for free to employees, partners and customers. The new training modules are available on Marketo’s web site at: https://www.marketo.com/university/

 

The New Marketo University

Marketers now have access to free, self-paced training modules from Marketo University, which cover everything from setting up a Marketo instance to building engaging content. These training modules are designed to provide foundational knowledge covering all core aspects of the engagement platform.  More than 40 training modules are planned for release by the end of 2017.

 

Each training module typically contains four core components to help any marketer, regardless of background or skill level, learn engagement marketing concepts and see how they are executed through the Marketo Engagement Platform. These components include:

  • A LEARN video to introduce the concept, what it is, why it’s important, and key considerations for success.
  • A WATCH video that provides instructions on how to approach and execute the topic within the Marketo Engagement Platform.
  • DO resources, which provide step-by-step written instructions on how to accomplish tasks in Marketo.
  • A CHECK assessment, which is a short quiz to assess whether someone has learned the core concepts of the training module.

 

Marketo’s instructor-led courses, which offer deep-dive and hands-on training in the Marketo Engagement Platform, will still be available through Marketo University for a fee, as will the Marketo Certified Expert Exam. Newly added Marketo Specializations are also available to certified experts to extend their Marketo certification.

A Community question from Marketo user Randall Tam about generating personalized PDF certificates (for Continuing Education classes and such) sent me back to some old bookmarks to see which service would be quickest to integrate with Marketo LPs.

The idea here is to use LPs as your PDF templates. LPs are inherently personalizable via tokens and segmentations, so they're a great base for generating per-lead PDFs. (Your designer will be using HTML and CSS, so the output may not be as awesome as what you'd get from InDesign, but it'll work great for most scenarios provided you have a skilled designer.)

Read the full post on TEKNKL :: Blog →

Earlier in the month, the Marketo team in Australia brought the Marketing Nation to 200+ marketers in Melbourne. They shared ideas on how to win in the Engagement Economy and attendees had an opportunity to network with peers and hear from industry experts, like Wyatt Bales, CRM Marketing Manager at Uber, about the future of marketing.

 

ANZ_Roadshow_Melbourne_Crowd.jpg

 

ANZ_Roadshow_Melbourne_Stage.jpg

 

Lots of learning for a roomful of amazing marketers! And, Melbourne was just the beginning. If you're in London, Boston, or Chicago, we'd love to have you join us to learn more about Winning in the Engagement Economy.

Hello Community,

 

Thanks to all that attended the Webinar “Email best practices, defining a winning strategy with Don Mayberry”.  This was a great success with over 300 people watching in real time.  For anyone unable to attend, not to worry, the on-demand version is available online so that you don’t miss out on the great content!

Email best practices is important as email Marketing provides a greater return on investment than any other marketing channel. The webinar discussed defining a winning strategy that included making sure as marketers we earn our prospects trust and personalize per touches and the buyer journey.

During the webinar, we had many viewers engaging with us by asking questions about email best practices. Below are a popular questions and answers:

  1. 1.       People may read email at night, but are they more likely to buy at night?

Well yes, if there more likely to read it then, purchase is at its highest opportunity.

 

  1. 2.       How does A/B testing know which "options" or "alternatives" yield the best results?

This is where you will seek to understand and consume the results you drive, you tell Marketo what you’re interested in testing, the best use case is to identify a single factor (subject line/Clicks etc.), document and then implement based on what you find.

  1. 3.       Why do you need to set date for send test?

Setting a send test date in the email program tells Marketo when the test group should receive the variants your testing for, this is time frame to receive results on what your testing relative to the Send Winner Date.

  1. 4.       In a lead's Marketo Activity, if it says an email was delivered, does that mean they opened it because a delivery is indicated by an opening?

Marketo will indicate an open if the image pixel we add is requested and or if there is engagement on any link

  1. 5.       Can you please provide more guidance on repeated use of key words in email content? How often is too much?

Free isn’t a bad Marketing word, it’s the “punctuation abuse”(my new term for you all) that set’s off red flags. So if things are spelled right and used reasonably according to the content you be better than say … FREE!!!!!!FREE!!!!FREEE!!!!.

If you would like to further your skills in email marketing, we encourage you to explore the Marketo University course catalog where courses course like “Optimizing Email Deliverability” and “Core Concepts” will help build your email marketing skills and make you a better Marketer overall.

If you have any questions, feel free to comment below

Thanks again!

SutterHealth_AY.jpgIn addition to providing leadership for and developing the marketing organization, Arra is the chief evangelist and has the unique responsibility of energizing Sutter Health’s internal team members to be brand ambassadors.

 

In this discussion, Arra talks about what the Engagement Economy means to him, the importance of engagement in a business as personal as healthcare, and how Sutter has implemented this approach in everything it does.

 

Read the full post on CMO Nation.

As part of our drive to understand and distill the best thinking from across the marketing world, we have been lucky enough to engage in conversations with senior marketing leaders from a broad range of industries. Through all our discussions, it is clear that certain themes are top-of-mind for many marketers, so we’ve distilled key insights to share with you.

 

The first of these is the rising importance of content. In a world where audiences are ever more connected and engaged, standing out in a noisy marketplace is increasingly challenging. Those audiences constantly have sales messages pushed at them and steadily become more immune to traditional pitches. Engaging, high-value content provides a possible route to future success, but how is this shift viewed by CMOs and their organizations? Our conversations provided several important takeaways from executives from Accenture, BBVA Compass, Brocade, Lionbridge, Rambus, and Softek.

 

Read the full post on CMOnation.

Marketo GVP of Corporate Marketing, Karen Steele, recently authored this post for CMO Nation. See below for a preview, and then click the link to at the end check out the full piece.

 

At a recent company event, Adobe Systems CEO Shantanu Narayan made the bold claim that “customer experience is all or nothing.” That’s certainly true, as far as it goes. But I want to suggest something equally bold, which is that this statement overlooks a crucial component of the customer experience equation: engagement.

Customer experience and engagement are the yin and yang of the new Engagement Economy, joined in a symbiotic union. As marketers, we own the relationship that forms the customer experience, which is the destination. But we also own customer engagement, which is the journey. And it is impossible to reach a destination without some kind of journey.

Done correctly, engagement is the glue that holds customers and fosters long-term relationships. Experience without engagement is not “sticky.” It does not create the lasting bonds that keep customers from drifting away. As the marketing landscape shifts towards maximizing lifetime customer value, the ability to personalize every journey and engage meaningfully at every step is paramount to delivering a consistently winning experience that brings buyers back again and again.

Let’s look more closely at how this works.

Head to CMOnation to read more.

This month, Marketo unveiled its latest suite of product capabilities to further empower marketers to create more personalized and authentic cross-channel experiences for their buyers. Built into the Marketo® Engagement Platform, the solutions in this release allow marketers to make informed decisions on target accounts within their account-based marketing strategy to yield better results, create more seamless cross-channel personalized experiences that resonate, and prove the impact of their marketing programs through data-driven analytics.

 

"Marketo is committed to delivering the technologies that will enable marketers to engage buyers across every channel and touchpoint at the speed and scale required to succeed in the Engagement Economy," said Cheryl Chavez, group vice president of product management, Marketo. "This latest release includes many of the capabilities that our customers and partners asked for to help them listen better, learn more, engage effectively, and measure the impact of those engagements in driving revenue."

 

Personalized Cross-Channel Engagement 
Today's buyers are more particular than ever and can be found on myriad channels, including mobile. The challenge for marketers is to ensure their personalized brand experiences reach across all channels and connect with buyers. To support marketers in creating personalized cross-channel engagements, Marketo has released several new features, including:

 

  • LinkedIn Lead Gen Forms Integration allows marketers to collect high-quality leads on mobile via LinkedIn's pre-filled forms and sync that data to Marketo. This enables marketers to engage and retarget prospects instantly or alert sales reps to follow up.
  • Web Personalization Campaign Enhancements provide marketers with flexible customization and triggering functionality to create more tailored website experiences. The new enhancements enable marketers to listen and respond to new customer intent signals, such as scrolling and exit intent. This provides marketers with more control over web campaigns without having to tap IT resources.

 

Effective Account-Based Engagement 
Account-based marketing (ABM) poses certain challenges to sales and marketing teams, such as managing high volumes of data and understanding customer interactions at an account level. To address these challenges, Marketo has released several enhancements for the Marketo ABM solution, including:

 

  • Custom Fields for Named Accounts that enable marketers to append and sync account data in Marketo for more precise targeting and personalization.
  • Percentile Scoring for Named Accounts makes it easy for marketing and sales teams to prioritize accounts based on scores from multiple inputs, such as behavioral, firmographic, and demographic data. For example, teams know at a glance whether an account is in the top 10 percent of active accounts or the bottom 10 percent.
  • Account List APIs enable marketers to access and share named account lists with other applications to effectively execute a cross-channel ABM strategy. For example, marketers can now more effectively target accounts through ad networks, and marketing and sales can better harmonize their efforts for the same set of accounts across the buyer's journey.

 

Analytics That Demonstrate Impact
Today's marketers are under scrutiny to demonstrate the business impact of their campaigns to the C-Suite. Marketers need access to real-time analytics that prove campaign success. Recognizing this need, Marketo has unveiled real-time analytics and key performance indicator monitoring that are tailored for marketing executives and their organization.  

 

  • Marketing Performance Insights (MPI) provides a highly visual and interactive dashboard that enables marketing leaders to explore how campaigns and channels are driving business results, such as opportunities, pipeline, and revenue. MPI empowers these leaders with tailored insights to optimize channel mix without the need for specialized and complicated business intelligence tools. Currently in beta, MPI will be generally available in the coming months.