The Fatal Flaw of the Engagement EconomyHow Incomplete & Inaccurate Data is Hurting B2B Marketers

Housekeeping Items

a

Recording will be provided after the live webinar

Questions? Use chatbox on your right

dPosting to social? Use our hashtag #oktowebinar

Slide 2

Ben Green

● VP Operations at Oktopost

● Fun fact: Love the beach!

● Twitter: @bnkg99

Slide 3

Jamie Walker

● Director of Marketing at Synthio

● Fun fact: Spinning Instructor

● Twitter: @jamiemopa

Slide 4

Today’s Agenda

Slide 5

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 Connecting data back to the Engagement Economy

1. 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

What is the Engagement Economy?

Slide 7

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

Leverage as many data

points as possible from

your website, email, and

social media networks.

Slide 8

Engagement Economy

Data

Data is the core of the Engagement Economy

Social Media is a Critical Engagement Channel

10

Source: State of Engagement Report, 2017

As we move towards

personalized & authentic

messaging, it’s important to

have complete, accurate

data

Slide 9

Data is the core of the Engagement Economy

Engagement Economy

Data

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

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

In order to stay in front of your

audience, you need the most

accurate, complete contact data

possible.

Slide 12

Two types of data that marketers need to increase engagement:

Slide 13

Email

Profile(Contact) Data

Behavioral Data(Social Media)

● Contact data falls into the category of

demographic, firmographic, and

technographic data

Demographic

Firmographic

Technographic

The role of contact data in audience engagement

Slide 14

● 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

The role of contact data in audience engagement

Slide 15

● The more you can personalize your

communication, the higher the

chances of connecting with someone

The role of contact data in audience engagement

Slide 16

● By enriching your firmographic and

technographic data, you can have

more sophisticated conversation

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

The role of contact data in audience engagement

Mark ZuckerbergCEO & Chairman

Gender: MAge: 33Location: Palo Alto Company: Facebook

Slide 17

Enriching

In order to best target your audiences and contact databases, you have to know as much

about them as possible:

Mastering clean contact data

AppendingCleansing

Slide 18

● Stay ahead of the B2B race

● Meet people where they are, not where they were

● Stop Emailing Dead Emails

Mastering clean contact data

Cleansing

Slide 19

● For B2B marketers, your audience is your

most important asset

● Data appending & enriching enables you

to enrich your existing contact data with

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

Mastering clean contact data

Appending Enriching

Slide 20

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

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

● Using marketing automation, you

divide your lead database into

different buckets in order to deliver

more dynamic and relevant content

So what is segmentation?

Slide 25

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

So what is segmentation?

Slide 26

● Company Size

○ Start-up (1-200)

○ Mid-market (200-1,000)

○ Enterprise (1,500+)

So what is segmentation?

Company Size

Mid-marketStart-up Enterprise

Slide 27

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.

Using social data to segment your audience

Slide 28

● Interests: If Katie is frequently clicking on

posts about ‘Email Automation’, she will be

placed in an ‘Email Automation’ segment

where she will receive more relevant

content.

Using social data to segment your audience based on content topics

Email Automation

Slide 29

● Buying Stage

Using social data to segment your audience based on content topics

Brand Awareness(Cold Lead)

Lead Generation(Warm Lead)

Sales Conversion(Hot Lead)

TOFU

MOFU

BOFU

Slide 30

Using social data to segment your audience based on content types

CURATEDAggregated from external sources

OrganicCreated by your

company

ADVOCACYShared by your

employees

Slide 31

Using social data to segment your audience based on social networks

80% of B2B leads came through LinkedIn

13% of B2B leads came through Twitter

7% of B2B leads came through Facebook

Slide 32

● Engagement Type: Is your audience

clicking, liking, sharing or converting

from your social content?

Using social data to segment your audience based on engagement type & frequency

VS.

Slide 33

● Engagement Frequency: How often

does your audience engage with

your content?

Using social data to segment your audience based on engagement type & frequency

VS.

1 click a month

5 clicks a week

Slide 34

1. Engage via Email: Crafting emails with

content that is tailored to each audience segment.

Ways to use social data to engage your audience

Slide 35

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

Ways to use social data to engage your audience

Ad

Slide 36

3. Engage via Social Outreach:

Sales using social data to personalize

their conversations with prospects.

Ways to use social data to engage your audience

Slide 37

4. 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.

Connecting data back to the Engagement Economy

Slide 39

Questions?

Thank you :)

info@oktopost.com marketing@synthio.com