Dreamforce 2013 Marketing Technology Landscape
 

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In this Dreamforce 2013 session, Brian Anderson of Luma Partners and Robin Bordolli of Marketo explore the near future of marketing and what you need to know to prepare for it.

In this Dreamforce 2013 session, Brian Anderson of Luma Partners and Robin Bordolli of Marketo explore the near future of marketing and what you need to know to prepare for it.

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Dreamforce 2013 Marketing Technology Landscape Presentation Transcript

  • 1. A Perspective on the Marketing Technology Landscape: Making Sense of the Mayhem Brian Andersen | LUMA Partners Robin Bordoli | Marketo © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 2. Brian Andersen Partner at LUMA Partners @LUMA_Partners Page 2 © 2013 Marketo, Inc.
  • 3. Discussion Agenda • • • • • The (Near) Future of Marketing The Sales & Marketing Lifecycle The Marketing LUMAscape Demystified Happening Now: Real-World Examples Marketo’s response to the Marketing Mayhem Page 3 © 2013 Marketo, Inc.
  • 4. The (Near) Future of Marketing 1. Integration: Data to enable cross-channel and multi-stage marketing Page 4 © 2013 Marketo, Inc.
  • 5. The (Near) Future of Marketing 1. Integration: Data to enable cross-channel and multi-stage marketing 2. Personalization: Dynamic, personalized content across touch points Page 5 © 2013 Marketo, Inc.
  • 6. The (Near) Future of Marketing 1. Integration: Data to enable cross-channel and multi-stage marketing 2. Personalization: Dynamic, personalized content across touch points 3. Migration/Automation: B2B marketing methodologies migrate to B2C Page 6 © 2013 Marketo, Inc.
  • 7. Sales & Marketing Lifecycle: B2B Marketing Execution Sales Execution (B2B) Dashboard Business Intelligence Marketing Planning Support Upsell Financial Systems Other Page 7 © 2013 Marketo, Inc.
  • 8. Sales & Marketing Lifecycle: B2B Upsell Other Page 8 © 2013 Marketo, Inc.
  • 9. Sales & Marketing Lifecycle: B2C (Online) Marketing Planning Marketing Execution Website Support Upsell Page 9 © 2013 Marketo, Inc.
  • 10. Sales & Marketing Lifecycle: B2C (Online) Marketing Execution Website Dashboard Business Intelligence Marketing Planning Support Upsell Financial Systems Other Page 10 © 2013 Marketo, Inc.
  • 11. Data is Enabling Cross-Channel Advertising… Search Display Content Mktg Social DATA Video Email Mobile Page 11 © 2013 Marketo, Inc.
  • 12. … And is Integrating the Customer Touchpoints Advertising Lead Generation Email DATA Commerce Loyalty Support Page 12 © 2013 Marketo, Inc. Content Mgmt
  • 13. Integration of the Customer Lifecycle (B2C) Brand Advertising Awareness DR Advertising Intent Retargeting Lead DATA Website Sale Lead Gen Content Mgmt Commerce Email Retention Reactivation Page 13 © 2013 Marketo, Inc. Support Loyalty DATA Consideration
  • 14. Integration of the Customer Lifecycle (B2C) Brand Advertising Awareness DMP DR Advertising Intent Retargeting Lead DATA Website CRM Sale Email (user) Retention Reactivation Page 14 © 2013 Marketo, Inc. Lead Gen Content Mgmt Commerce Support Loyalty DATA Consideration (cookie)
  • 15. Integration of the Customer Lifecycle (B2B) Brand Advertising Awareness DR Advertising Intent Retargeting Lead DATA Website Email CRM Sale (user) Retention Reactivation Page 15 © 2013 Marketo, Inc. Lead Gen Content Mgmt Commerce Support Loyalty DATA Mktg Consideration Auto
  • 16. Integration of the Customer Lifecycle Awareness DR Advertising Intent Retargeting Lead DATA Website Sale Lead Gen Content Mgmt Commerce Email Retention Reactivation Page 16 © 2013 Marketo, Inc. Support Loyalty DATA Consideration
  • 17. Page 17 © 2013 Marketo, Inc.
  • 18. Page 18 © 2013 Marketo, Inc.
  • 19. Page 19 © 2013 Marketo, Inc.
  • 20. Page 20 © 2013 Marketo, Inc.
  • 21. Page 21 © 2013 Marketo, Inc.
  • 22. Page 22 © 2013 Marketo, Inc.
  • 23. Happening Now: Omni-channel Marketing Desktop Email In–store Page 23 © 2013 Marketo, Inc. Mobile
  • 24. Happening Now: Omni-channel Marketing Email to Website Page 24 © 2013 Marketo, Inc. Email to Website
  • 25. Happening Now: Omni-channel Marketing Display to Website Page 25 © 2013 Marketo, Inc.
  • 26. Robin Bordoli VP Partner Ecosystems at Marketo @Marketo Page 26 © 2013 Marketo, Inc.
  • 27. Page 27 © 2013 Marketo, Inc.
  • 28. Presentation Flow • LUMA “Themes” for Marketing Technology • • • • Integration of the customer lifecycle • • • • Lifecycle: high level “Funnel slides” – generic “Funnel slides” with names Technology examples of the above • • Data: the enabler for cross-channel and multi-stage marketing Consumers to experience dynamic, personalized content across all touch points Technologies developed for B2B to move into B2C marketing Some case studies that support the above Marketo slides • Page 28 © 2013 Marketo, Inc. Marketo Launchpoint
  • 29. Page 29 © 2013 Marketo, Inc.
  • 30. Page 30 © 2013 Marketo, Inc.
  • 31. Page 31 © 2013 Marketo, Inc.
  • 32. Page 32 © 2013 Marketo, Inc.
  • 33. Page 33 © 2013 Marketo, Inc.
  • 34. 3 suggestions… Page 34 © 2013 Marketo, Inc.
  • 35. Presentation Flow • LUMA “Themes” for Marketing Technology • • • • Integration of the customer lifecycle • • • • Lifecycle: high level “Funnel slides” – generic “Funnel slides” with names Technology examples of the above • • Data: the enabler for cross-channel and multi-stage marketing Consumers to experience dynamic, personalized content across all touch points Technologies developed for B2B to move into B2C marketing Some case studies that support the above Marketo slides • Page 35 © 2013 Marketo, Inc. Marketo Launchpoint
  • 36. 1 Accept buyers are in control Page 36 © 2013 Marketo, Inc.
  • 37. Page 37 © 2013 Marketo, Inc.
  • 38. Unprecedented Changes in Buying Process Purchase THEN NOW Seller Contact Purchase Seller Contact Page 38 © 2013 Marketo, Inc. 3
  • 39. think about your own buying experiences.. Page 39 © 2013 Marketo, Inc.
  • 40. Page 40 © 2013 Marketo, Inc. 4
  • 41. Page 41 © 2013 Marketo, Inc. 4
  • 42. Showrooming Page 42 © 2013 Marketo, Inc.
  • 43. Showrooming is the practice of examining merchandise in a physical store without purchasing it, but then shopping online to find a lower price for the same item Page 43 © 2013 Marketo, Inc.
  • 44. Showrooming is the practice of examining merchandise in a physical store without purchasing it, but then shopping online to find a lower price for the same item Page 44 © 2013 Marketo, Inc.
  • 45. Showrooming is the practice of examining merchandise in a physical store without purchasing it, but then shopping online to find a lower price for the same item Page 45 © 2013 Marketo, Inc.
  • 46. £500M walked out of UK retailers stores in the last weekend before Christmas 2012 Page 46 © 2013 Marketo, Inc.
  • 47. 156% growth in Showrooming Page 47 © 2013 Marketo, Inc.
  • 48. Page 48 © 2013 Marketo, Inc.
  • 49. Page 49 © 2013 Marketo, Inc.
  • 50. Buyers take different paths Page 50 © 2013 Marketo, Inc.
  • 51. Buyers don’t hang out in just one place Page 51 © 2013 Marketo, Inc.
  • 52. “Here, There and Everywhere” Page 52 © 2013 Marketo, Inc.
  • 53. john.doe@companyxyz.com www.facebook.com/john.doe www.linkedin.com/in/jdoe @johndoe 1 person or 4 people? How do I have a single conversation? Page 53 © 2013 Marketo, Inc.
  • 54. Presentation Flow • LUMA “Themes” for Marketing Technology • • • • Integration of the customer lifecycle • • • • Lifecycle: high level “Funnel slides” – generic “Funnel slides” with names Technology examples of the above • • Data: the enabler for cross-channel and multi-stage marketing Consumers to experience dynamic, personalized content across all touch points Technologies developed for B2B to move into B2C marketing Some case studies that support the above Marketo slides • Page 54 © 2013 Marketo, Inc. Marketo Launchpoint
  • 55. Multi Channel Relationship Platform Customer System of Record Page 55 © 2013 Marketo, Inc. 5
  • 56. 2 Measure marketing spend by revenue impact Page 56 © 2013 Marketo, Inc.
  • 57. “Half the money I spend on advertising is wasted; the trouble is I don’t know which half” Page 57 © 2013 Marketo, Inc.
  • 58. A healthy CFO to CMO relationship? Page 58 © 2013 Marketo, Inc. 5
  • 59. Unprecedented Changes in Buying Process Purchase THEN Seller Contact Purchase NOW Seller Contact Page 59 © 2013 Marketo, Inc. 5
  • 60. Unprecedented Changes in Buying Process Purchase NOW Seller Contact Page 60 © 2013 Marketo, Inc. 6
  • 61. Measuring Revenue Impact MULTI TOUCH ATTRIBUTION NOW X X X X X X Purchase Seller Contact $$ Buyer touches Page 61 © 2013 Marketo, Inc. 6
  • 62. Page 62 © 2013 Marketo, Inc.
  • 63. Page 63 © 2013 Marketo, Inc.
  • 64. Presentation Flow • LUMA “Themes” for Marketing Technology • • • • Integration of the customer lifecycle • • • • Lifecycle: high level “Funnel slides” – generic “Funnel slides” with names Technology examples of the above • • Data: the enabler for cross-channel and multi-stage marketing Consumers to experience dynamic, personalized content across all touch points Technologies developed for B2B to move into B2C marketing Some case studies that support the above Marketo slides • Page 64 © 2013 Marketo, Inc. Marketo Launchpoint
  • 65. 3 Take an ecosystem perspective Page 65 © 2013 Marketo, Inc.
  • 66. Random collection or connected? Page 66 © 2013 Marketo, Inc.
  • 67. Random collection or connected? Page 67 © 2013 Marketo, Inc.
  • 68. INTERDEPENDENCE Page 68 © 2013 Marketo, Inc.
  • 69. Everything is connected through the Carbon Cycle Page 69 © 2013 Marketo, Inc.
  • 70. Carbon Cycle Page 70 © 2013 Marketo, Inc. = Data Cycle
  • 71. Buying signal Buyer score Page 71 © 2013 Marketo, Inc.
  • 72. Ecosystem of 200+ Marketing Solutions Page 72 © 2013 Marketo, Inc.
  • 73. Ecosystem of 170+ Marketing Solutions Page 73 © 2013 Marketo, Inc.
  • 74. Ecosystem of 170+ Marketing Solutions Page 74 © 2013 Marketo, Inc.
  • 75. Ecosystem of 170+ Marketing Solutions Page 75 © 2013 Marketo, Inc.
  • 76. Ecosystem of 170+ Marketing Solutions Page 76 © 2013 Marketo, Inc.
  • 77. launchpoint.marketo.com Page 77 © 2013 Marketo, Inc.
  • 78. So to recap.. Page 78 © 2013 Marketo, Inc.
  • 79. Page 79 © 2013 Marketo, Inc.
  • 80. Page 80 © 2013 Marketo, Inc.
  • 81. Presentation Flow • LUMA “Themes” for Marketing Technology • • • • Integration of the customer lifecycle • • • • Lifecycle: high level “Funnel slides” – generic “Funnel slides” with names Technology examples of the above • • Data: the enabler for cross-channel and multi-stage marketing Consumers to experience dynamic, personalized content across all touch points Technologies developed for B2B to move into B2C marketing Some case studies that support the above Marketo slides • Page 81 © 2013 Marketo, Inc. Marketo Launchpoint
  • 82. 1 Accept buyers are in control Page 82 © 2013 Marketo, Inc.
  • 83. Multi Channel Relationship Platform Customer System of Record Page 83 © 2013 Marketo, Inc. 8
  • 84. 2 Measure marketing spend by revenue impact Page 84 © 2013 Marketo, Inc.
  • 85. Page 85 © 2013 Marketo, Inc.
  • 86. 3 Take an ecosystem perspective Page 86 © 2013 Marketo, Inc.
  • 87. Ecosystem of 200+ Marketing Solutions Page 87 © 2013 Marketo, Inc.
  • 88. Presentation Flow • LUMA “Themes” for Marketing Technology • • • • Integration of the customer lifecycle • • • • Lifecycle: high level “Funnel slides” – generic “Funnel slides” with names Technology examples of the above • • Data: the enabler for cross-channel and multi-stage marketing Consumers to experience dynamic, personalized content across all touch points Technologies developed for B2B to move into B2C marketing Some case studies that support the above Marketo slides • Page 88 © 2013 Marketo, Inc. Marketo Launchpoint
  • 89. Thank you! © 2013 Marketo, Inc. Marketo Proprietary and Confidential