© 2012 Marketo, Inc. Marketo Proprietary and Confidential
The New Rules of Marketing
Liz Smyth
EMEA Marketing Director
@li...
Page 2
© 2012 Marketo, Inc.
• Leader in cloud-based marketing automation
• >2500 customers in 36 countries
• >150 ecosyste...
Page 3
© 2012 Marketo, Inc.
The Rise of the Marketing Nation
Page 4
© 2012 Marketo, Inc.
ABUNDANCE
INFORMATION
Page 5
© 2012 Marketo, Inc.
THEN NOW
Information:
SCARCITY
Purchasing Power:
SELLERS
Organizational Power:
SALES
Informati...
Page 6
© 2012 Marketo, Inc.
The New Rules of Marketing Engagement
Page 7
© 2012 Marketo, Inc.
Finding customers Being found
THEN NOW
The New Rules of Marketing Engagement
#1
Page 8
© 2012 Marketo, Inc.Source: Adbusters, 2011
Page 9
© 2012 Marketo, Inc.
Don’t Find People; Help People Find You
vs
Use brains, not budget.
Page 10
© 2012 Marketo, Inc.
3,000
tweets
136,000
views
Content Marketing Creates Pull & Affinity
Page 11
© 2012 Marketo, Inc.
Apply Science to Content
Page 12
© 2012 Marketo, Inc.
Finding customers Being found
Point in time blasts 1:1 Durable relationships
THEN NOW
The New...
Page 13
© 2012 Marketo, Inc.
Hi, are you ready to buy?
Hi, now are you ready to buy?
Hi, how about now?
Hi, you must be re...
Page 14
© 2012 Marketo, Inc.
Page 15
© 2012 Marketo, Inc.
Welcome! Here’s what to expect
Check out this article
Here’s a cool video
See our latest offe...
Page 16
© 2012 Marketo, Inc.
Creating Conversations at Scale
Page 17
© 2012 Marketo, Inc.
Finding customers Being found
Point in time blasts 1:1 Durable relationships
Demographic Beha...
Page 18
© 2012 Marketo, Inc.
More Targeted Sends are More Engaging
0
50
100
150
200
250
300
350
400
100 1000 10000 100000
...
Page 19
© 2012 Marketo, Inc.
“Who I am is less important than what I do”
Page 20
© 2012 Marketo, Inc.
Trigger & communicate based on behavior
Page 21
© 2012 Marketo, Inc.
Triggered Nurture Standard Nurture Lift
Open % 34.0% Open % 21.7% 57%
Click to Open % 37.1% C...
Page 22
© 2012 Marketo, Inc.
Finding customers Being found
Point in time blasts 1:1 Durable relationships
Demographic Beha...
Page 23
© 2012 Marketo, Inc.
Page 24
© 2012 Marketo, Inc.
Reach&Engagement
SocialLift
SocialLift
SocialLift
SocialLift
SocialLift
Landing
Pages
Website...
Page 25
© 2012 Marketo, Inc.
Finding customers Being found
Point in time blasts 1:1 Durable relationships
Demographic Beha...
Page 26
© 2012 Marketo, Inc.
Why Measuring Return is Hard
• Multiple touches. Seven touches
needed to convert into a sale
...
Page 27
© 2012 Marketo, Inc.
Page 28
© 2012 Marketo, Inc.
Accurately Tracking “Investment” vs. Budget
Page 29
© 2012 Marketo, Inc.
Track All Touches Across People, Over Time
Page 30
© 2012 Marketo, Inc.
See Direct Program Contribution to Sales
Screenshot: Marketo Revenue Cycle Analytics
Page 31
© 2012 Marketo, Inc.
Finding customers Being found
Point in time blasts 1:1 Durable relationships
Demographic Beha...
Page 32
© 2012 Marketo, Inc.
The Bottom Line: Everyone Can Market Like Amazon
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Thank you!
@lizsmyth
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Data-Driven Marketing Roadshow - Marketo

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Presentation by Marketo's Director of Alliances EMEA Robert Gavin during the DDM Roadshow, March 25-27

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Transcript of "Data-Driven Marketing Roadshow - Marketo"

  1. 1. © 2012 Marketo, Inc. Marketo Proprietary and Confidential The New Rules of Marketing Liz Smyth EMEA Marketing Director @lizsmyth
  2. 2. Page 2 © 2012 Marketo, Inc. • Leader in cloud-based marketing automation • >2500 customers in 36 countries • >150 ecosystem partners • >30,000 Marketing Nation community members • Public company (MKTO) – Over 400 employees in U.S., Europe, Australia Marketo Fast Facts
  3. 3. Page 3 © 2012 Marketo, Inc. The Rise of the Marketing Nation
  4. 4. Page 4 © 2012 Marketo, Inc. ABUNDANCE INFORMATION
  5. 5. Page 5 © 2012 Marketo, Inc. THEN NOW Information: SCARCITY Purchasing Power: SELLERS Organizational Power: SALES Information: ABUNDANCE Purchasing Power: BUYERS Organizational Power: MARKETING Unprecedented Changes in Buying
  6. 6. Page 6 © 2012 Marketo, Inc. The New Rules of Marketing Engagement
  7. 7. Page 7 © 2012 Marketo, Inc. Finding customers Being found THEN NOW The New Rules of Marketing Engagement #1
  8. 8. Page 8 © 2012 Marketo, Inc.Source: Adbusters, 2011
  9. 9. Page 9 © 2012 Marketo, Inc. Don’t Find People; Help People Find You vs Use brains, not budget.
  10. 10. Page 10 © 2012 Marketo, Inc. 3,000 tweets 136,000 views Content Marketing Creates Pull & Affinity
  11. 11. Page 11 © 2012 Marketo, Inc. Apply Science to Content
  12. 12. Page 12 © 2012 Marketo, Inc. Finding customers Being found Point in time blasts 1:1 Durable relationships THEN NOW The New Rules of Marketing Engagement #1 #2
  13. 13. Page 13 © 2012 Marketo, Inc. Hi, are you ready to buy? Hi, now are you ready to buy? Hi, how about now? Hi, you must be ready to buy? Hi again, are you ready to buy? What about now? Seriously, not ready yet? Hi, are you ready to buy?
  14. 14. Page 14 © 2012 Marketo, Inc.
  15. 15. Page 15 © 2012 Marketo, Inc. Welcome! Here’s what to expect Check out this article Here’s a cool video See our latest offering Share this with friends Here’s what others like! Download our new book Happy birthday Hi, are you ready to buy? More cool content Join us at our event You like X, check out Y Fun ways to learn more Take this survey You haven’t bought yet, here’s a 10% discount Conversations, not campaigns
  16. 16. Page 16 © 2012 Marketo, Inc. Creating Conversations at Scale
  17. 17. Page 17 © 2012 Marketo, Inc. Finding customers Being found Point in time blasts 1:1 Durable relationships Demographic Behavioral segmentation THEN NOW The New Rules of Marketing Engagement #1 #2 #3
  18. 18. Page 18 © 2012 Marketo, Inc. More Targeted Sends are More Engaging 0 50 100 150 200 250 300 350 400 100 1000 10000 100000 EngagementScore Email Delivered Source: Marketo research
  19. 19. Page 19 © 2012 Marketo, Inc. “Who I am is less important than what I do”
  20. 20. Page 20 © 2012 Marketo, Inc. Trigger & communicate based on behavior
  21. 21. Page 21 © 2012 Marketo, Inc. Triggered Nurture Standard Nurture Lift Open % 34.0% Open % 21.7% 57% Click to Open % 37.1% Click to Open % 23.4% 59% Click % 12.6% Click % 5.1% 147%
  22. 22. Page 22 © 2012 Marketo, Inc. Finding customers Being found Point in time blasts 1:1 Durable relationships Demographic Behavioral segmentation Few/isolated channels Exploding/integrated channels THEN NOW The New Rules of Marketing Engagement #1 #2 #3 #4
  23. 23. Page 23 © 2012 Marketo, Inc.
  24. 24. Page 24 © 2012 Marketo, Inc. Reach&Engagement SocialLift SocialLift SocialLift SocialLift SocialLift Landing Pages Website Facebook Pages Online Ads Email SocialLift Events Integrate Channels…and Engage the Crowd
  25. 25. Page 25 © 2012 Marketo, Inc. Finding customers Being found Point in time blasts 1:1 Durable relationships Demographic Behavioral segmentation Few/isolated channels Exploding/integrated channels THEN NOW The New Rules of Marketing Engagement #1 #2 #3 #4 Intuitive decision making Owned, big time series data#5
  26. 26. Page 26 © 2012 Marketo, Inc. Why Measuring Return is Hard • Multiple touches. Seven touches needed to convert into a sale • Multiple influencers. Typical buying process has 5-21 people involved
  27. 27. Page 27 © 2012 Marketo, Inc.
  28. 28. Page 28 © 2012 Marketo, Inc. Accurately Tracking “Investment” vs. Budget
  29. 29. Page 29 © 2012 Marketo, Inc. Track All Touches Across People, Over Time
  30. 30. Page 30 © 2012 Marketo, Inc. See Direct Program Contribution to Sales Screenshot: Marketo Revenue Cycle Analytics
  31. 31. Page 31 © 2012 Marketo, Inc. Finding customers Being found Point in time blasts 1:1 Durable relationships Demographic Behavioral segmentation Few/isolated channels Exploding/integrated channels THEN NOW In Summary: It’s a new world, with new rules… #1 #2 #3 #4 Intuitive decision making Owned, big time series data#5
  32. 32. Page 32 © 2012 Marketo, Inc. The Bottom Line: Everyone Can Market Like Amazon
  33. 33. © 2012 Marketo, Inc. Marketo Proprietary and Confidential Thank you! @lizsmyth
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