The New Rules of Marketing
 

The New Rules of Marketing

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It’s a new marketing world, with new rules

It’s a new marketing world, with new rules

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    The New Rules of Marketing The New Rules of Marketing Presentation Transcript

    • ©  2012  Marketo,  Inc.  Marketo  Proprietary  and  Confiden9al   The New Rules of Marketing Liz Smyth EMEA Marketing Director @lizsmyth @lizsmyth  
    • Page  2   ©  2012  Marketo,  Inc.     •  Leader  in  cloud-­‐based  marke9ng  automa9on   •  >3,000  customers  in  37  countries   •  >200  ecosystem  partners   •  >40,000  Marke9ng  Na9on  community  members   •  Public  company  (MKTO)  –  Over  400  employees  in  U.S.,  Europe,  Australia     Marketo Fast Facts
    • Page  3   ©  2012  Marketo,  Inc.     ABUNDANCE INFORMATION
    • Page  4   ©  2012  Marketo,  Inc.     THEN   NOW   Informa9on:   SCARCITY   Purchasing  Power:   SELLERS   Organiza9onal  Power:   SALES   Informa9on:   ABUNDANCE   Purchasing  Power:   BUYERS   Organiza9onal  Power:   MARKETING   Unprecedented Changes in Buying
    • Page  5   ©  2012  Marketo,  Inc.     The New Rules of Marketing Engagement
    • Page  6   ©  2012  Marketo,  Inc.     Finding  customers   Being  found   THEN   NOW   The New Rules of Marketing Engagement #1
    • Page  7   ©  2012  Marketo,  Inc.    Source: Adbusters, 2011
    • Page  8   ©  2012  Marketo,  Inc.     Don’t Find People; Help People Find You vs   Use  brains,  not  budget.  
    • Page  9   ©  2012  Marketo,  Inc.     3,000 tweets 136,000 views Content Marketing Creates Pull & Affinity
    • Page  10   ©  2012  Marketo,  Inc.     Apply Science to Content
    • Page  11   ©  2012  Marketo,  Inc.     Finding  customers   Being  found   Point  in  Nme  blasts   1:1  Durable  relaNonships   THEN   NOW   The New Rules of Marketing Engagement #1 #2
    • Page  12   ©  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?    
    • Page  13   ©  2012  Marketo,  Inc.    
    • Page  14   ©  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
    • Page  15   ©  2012  Marketo,  Inc.     Creating Conversations at Scale
    • Page  16   ©  2012  Marketo,  Inc.     Finding  customers   Being  found   Point  in  Nme  blasts   1:1  Durable  relaNonships   Demographic   Behavioral  segmentaNon   THEN   NOW   The New Rules of Marketing Engagement #1 #2 #3
    • Page  17   ©  2012  Marketo,  Inc.     More Targeted Sends are More Engaging 0   50   100   150   200   250   300   350   400   100   1000   10000   100000   Engagement  Score   Email  Delivered   Source:  Marketo  research  
    • Page  18   ©  2012  Marketo,  Inc.     “Who I am is less important than what I do”
    • Page  19   ©  2012  Marketo,  Inc.     Trigger & communicate based on behavior
    • Page  20   ©  2012  Marketo,  Inc.     Triggered  Nurture   Standard  Nurture   LiU   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%  
    • Page  21   ©  2012  Marketo,  Inc.     Finding  customers   Being  found   Point  in  Nme  blasts   1:1  Durable  relaNonships   Demographic   Behavioral  segmentaNon   Few/isolated  channels        Exploding/integrated  channels   THEN   NOW   The New Rules of Marketing Engagement #1 #2 #3 #4
    • Page  22   ©  2012  Marketo,  Inc.    
    • Page  23   ©  2012  Marketo,  Inc.     Reach  &  Engagement   Social  Li^   Social  Li^   Social  Li^   Social  Li^   Social  Li^   Landing   Pages   Website   Facebook   Pages   Online  Ads   Email   Social  Li^   Events   Integrate Channels…and Engage the Crowd
    • Page  24   ©  2012  Marketo,  Inc.     Finding  customers   Being  found   Point  in  Nme  blasts   1:1  Durable  relaNonships   Demographic   Behavioral  segmentaNon   Few/isolated  channels        Exploding/integrated  channels   THEN   NOW   The New Rules of Marketing Engagement #1 #2 #3 #4 IntuiNve  decision  making   Owned,  big  Nme  series  data  #5
    • Page  25   ©  2012  Marketo,  Inc.    
    • Page  26   ©  2012  Marketo,  Inc.     Why Measuring Return is Hard •  MulNple  touches.    Seven  touches   needed  to  convert  into  a  sale   •  MulNple  influencers.    Typical   buying  process  has  5-­‐21  people   involved  
    • Page  27   ©  2012  Marketo,  Inc.     Accurately Tracking “Investment” vs. Budget
    • Page  28   ©  2012  Marketo,  Inc.     Track All Touches Across People, Over Time
    • Page  29   ©  2012  Marketo,  Inc.     See Direct Program Contribution to Sales Screenshot: Marketo Revenue Cycle Analytics
    • Page  30   ©  2012  Marketo,  Inc.     The Summary…
    • Page  31   ©  2012  Marketo,  Inc.     Finding  customers   Being  found   Point  in  Nme  blasts   1:1  Durable  relaNonships   Demographic   Behavioral  segmentaNon   Few/isolated  channels        Exploding/integrated  channels   THEN   NOW   It’s a new world, with new rules… #1 #2 #3 #4 IntuiNve  decision  making   Owned,  big  Nme  series  data  #5
    • Page  32   ©  2012  Marketo,  Inc.     …and new solutions Customer  System     of  Record   REVENUE   EFFECTIVENESS   Drive  conversion  to  sale   •  Prospect  Priori9za9on   •  Offer  Priori9za9on   •  Social  Selling   •  Produc9ve  Prospec9ng   RELATIONSHIP   MARKETING   Life9me  dialog  with   customers  based  on     behaviors  and  interest   •  Nurturing  and  Scoring   •  Email  Marke9ng   •  Targeted  Adver9sing   •  Marke9ng  Automa9on   •  Event  Marke9ng   •  Customer  Engagement     INBOUND   MARKETING   Ensure  poten9al     customers  can  find  you   •  Content  Marke9ng   •  SEO  /  SEM   •  Social  Campaigns   •  Landing  Pages   ANALYTICS  &   MEASUREMENT   Understand  impact  of   marke9ng  and  op9mize     marke9ng  investments   •  Budge9ng  &  Planning   •  Spend  Analysis   •  Cross-­‐program  Alloca9on   •  Opportunity  Analysis   •  Revenue  Acribu9on   MARKETO  DIGITAL  MARKETING  PLATFORM
    • Page  33   ©  2012  Marketo,  Inc.     The Bottom Line: Everyone Can Market Like Amazon
    • ©  2012  Marketo,  Inc.  Marketo  Proprietary  and  Confiden9al   Thank  you!     @lizsmyth  
    • Page  35   ©  2012  Marketo,  Inc.     Marketo EMEA Ltd. Cairn House South County Business Park Leopardstown, Dublin 18, Ireland Direct: +353.1.242 3000 blog.marketo.com www.marketo.com LIZ SMYTH Director Marketing lizs@marketo.com @lizsmyth Contact Me