Post on 15-Apr-2017
transcript
#MKTGnation
MARKETINGFIRST
THE FUTURE OFMARKETING
Page 4Marketo Proprietary and Confidential | © Marketo, Inc. 9/23/15
YOURCUSTOMERS
The Quest of Every Revenue TeamThe Quest of Every Revenue Team
Source: Adbusters
Page 6Marketo Proprietary and Confidential | © Marketo, Inc. 9/23/15
Today’s World
29002900Marketing & Sales
Messages Per Day
Buyers are Self-Directing JourneysBuyers are Self-Directing Journeys
66% to 90% of a Buyer’s Journey Today is Self-‐Directed
Buyer-Driven Seller-Driven
Need Car AskFriends
VisitShowroom
BuyingDecision
BuyCar
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A Transformation in Customer Engagement
MassMarketingFocus on themessage
TransactionalMarketingFocus on the
upfront transactions
EngagementMarketing
Focus onlong-‐term
relationships
Page 10Marketo Proprietary and Confidential | © Marketo, Inc. 9/23/15
The New Rules of Engagement
ENGAGEMENTMARKETING
FIVEPRINCIPLES
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Engage People: As IndividualsEngage People: As Individuals
#1#1
21APR
22APR
23APR
14APR
22APR
Visitors presented with personalized contentconvert 5X more than average
Marketo Real-‐Time
Personalization
Page 18© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Engage People: Based on WhatThey Do
Engage People: Based on WhatThey Do
#2#2
Engaging each student based on his or her behaviours & delivering the right message at the right time
MarketoAd Bridge
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Engage People: Continuously Over TimeEngage People: Continuously Over Time
#3#3
EvaluateEvaluatePurchasePurchase
AdoptAdopt
GrowGrow
CONNECTING WITH CUSTOMERS
MassAdvertising
CampaignMarketing
EngagementMarketing
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CreditCard
1998
MortgageRates
2007
LifeInsurance
2015
400% increase in conversion rate from Marketing Qualified Leads to Sales Ready leads in 1 year
MarketoCustomer
EngagementEngine
Engage People: Directed Towards An OutcomeEngage People: Directed Towards An Outcome
#4#4
Marketers do *not* create journeys…
…customers do
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BUYEVALUATELEARNENGAGE
RENEWGROWROIUSE
ADVOCATEREFERSHARETRUST
Improved marketing’s contribution to the company’s total revenues from under 10% to 30+%
MarketoRevenue Cycle
Analytics
#5 Engage People: Everywhere They Are
2013 2014 2015E 2016E 2017E 2018E 2019E
5B
10B
15B
20B
25B
30B
35B
Internetof Things
Engaging 87M customers with 1B activities to lose weight
MarketoMobile
Engagement
ENGAGEMENT MARKETINGBuild personalized and lifelong relationships
#1 – As Individuals
#2 – Based On What They Do
#3 – Continuously Over Time
#4 – Directed Towards An Outcome
#5 – Everywhere They Are
MARKETINGFIRST
Engagement will be the new basisof competitive advantage.