5 Key Principles of Engagement Marketing from Marketo's Marketing Nation
The world has become an open air market for our audiences. Let’s be a guide, not a vendor.
August 4, 2015
Last week, our LinkedIn team sponsored and attended the Boston leg of Marketo’s “Inspiration in the Nation” Marketing Roadshow Tour. The goal of this multi-city, multi-country tour is to assemble some of the industry’s most experienced marketers for an afternoon of conversation and collaboration. We had a fantastic time networking and listening to stellar speakers - and we definitely picked up new tech marketing insight along the way.
The Wonderful World of Engagement Marketing
Today’s consumer lives in a multi-channel world - and that world has become an open air market for our audience. It is the job of the marketer to be a guide for that audience within the market and not just a vendor. As a guide, marketers can engage with their audience in order to give them helpful tools to use along their journey and allow them to find just what they’re looking for.
During his keynote address, Marketo CMO Sanjay Dholakia laid out 5 key principles of engagement marketing that can help tech marketers be better guides:
5 key principles of engagement marketing
- Engage people as individuals: Talk directly to the person with tailored content and meaningful conversation - building personal relationships is absolutely essential. When your audience is being engaged directly as an individual, they are much more likely to reciprocate and respond.
- Engage people based on what they do: The old adage, “your mom gave you two ears and one mouth for a reason” definitely applies here. It’s so important to listen to your audience and find out what they do and where they are in their lives in order to guide the conversation in the right direction.
- Engage people with continuously over time: Where your audience is in their lives will determine what they do with the data you present to them. So message with the right data. For example, you don’t want to send a freshman college student information about mortgages - and likewise, you wouldn’t want to send spring break-focused emails to retirees.
- Engagement should be directed toward an outcome: You’re the guide for your audience - don’t lead them astray. Have a set goal in mind when guiding the conversation and make sure you choose the content that’s going to help your customer get where they need to be.
- Engagement should be everywhere your audience is: In today’s fast-paced digital world, there’s no time to get left behind by not utilizing the channels that truly allow you to get in touch with the customer.
In addition to gleaning these major marketing insights, this event was a great opportunity for us to connect with a wide variety of marketing professionals, and it stimulated some fantastic conversations. A big shout-out and thank you to Marketo for assembling the “marketing nation” and putting together such an outstanding event - we were honored to be sponsors.
We’ll see you soon in Toronto for the next leg of the Marketo Roadshow Tour...