Marketo - Dublin Tour 2014

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Marketo - Dublin Tour 2014

  1. 1. © 2012 Marketo, Inc. Marketo Proprietary and Confidential The New Rules of Marketing Robert Gavin Director, EMEA Alliances @rjgavin2000 #MKGNation www.marketo.com/DDMALLIANCE
  2. 2. Page 2 • Leader in cloud-based marketing automation • >3,000 customers in 37 countries • >200 ecosystem partners • >40,000 Marketing Nation community members • Public company (MKTO) – Over 500 employees in U.S., Europe, Australia • EU DATA Centre, EU Data Aggregator compliant Marketo Fast Facts
  3. 3. Page 3 A Platform for Success Marketo Platform (Multi-tenant SaaS, globally hosted) Database System of Record ERP & Other Enterprise Apps Customer Systems (CRM, E-Commerce, Call Center, etc.) Workflow Engine Time-Series Analytics Engine Enterprise Data Integration Engine Extensible Architecture Prospect and Customer Touch Points Marketo Applications LaunchPoint Partner Applications Marketing Automation Social Marketing Sales Insight Revenue Analytics Lead Data Search Engine Marketing Online Advertising and more… Marketing Management
  4. 4. Page 4 THEN NOW Information: SCARCITY Purchasing Power: SELLERS Organizational Power: SALES Information: ABUNDANCE Purchasing Power: BUYERS Organizational Power: MARKETING Unprecedented Changes in Buying
  5. 5. Page 5 Finding customers Being found THEN NOW The New Rules of Marketing Engagement #1
  6. 6. Page 6 Source: Adbusters, 2011
  7. 7. Page 7 Promotion is key in you CM strategy • Target account growth and pipeline acceleration • Reference videos, resources, surveys
  8. 8. Page 8 3,000 tweets 136,000 views Content Marketing Creates Pull & Affinity
  9. 9. Page 9 Apply Science to Content
  10. 10. Page 10 Generate Demand Website and Mobile Personalisation Personalise web and mobile content, even for anonymous visitors
  11. 11. Page 11 Finding customers Being found Point in time blasts 1:1 Durable relationships THEN NOW The New Rules of Marketing Engagement #1 #2
  12. 12. Page 12 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?
  13. 13. Page 13
  14. 14. © 2012 Marketo, Inc. Marketo Proprietary and Confidential
  15. 15. Page 15 Creating Conversations at Scale
  16. 16. Page 16 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
  17. 17. Page 17 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
  18. 18. Page 18 “Who I am is less important than what I do”
  19. 19. Page 19 Generate Demand Content Recommendation Engine Recommend the best content automatically, based on predictive analytics and machine learning
  20. 20. Page 20 DRIVE CONVERSIONS Increase Win Rates and Reduce Time to Close Trigger campaigns based on real-time behaviours Target messaging at specific accounts Send win-ready leads to sales, and prioritise follow-up
  21. 21. Page 21 BUILD RELATIONSHIPS Boost Sales Productivity Deliver highly-actionable intelligence to sale reps
  22. 22. Page 23 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 24
  24. 24. Page 25 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 26 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 27
  27. 27. Page 28 Accurately Tracking “Investment” vs. Budget
  28. 28. Page 29 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
  29. 29. Page 30 Track All Touches Across People, Over Time
  30. 30. Page 31 See Direct Program Contribution to Sales Screenshot: Marketo Revenue Cycle Analytics
  31. 31. Page 32 Mission Transformation of Marketing Represent the company Finding customers Represent the customer Being found Customer Intelligence Mass advertising Demographic 1:1 Targeting Behavioural Mechanics & Tactics Point in time blasts Few/isolated channels Continuous relationships Exploding/integrated channels Measurement 3rd party data (Nielsen) Intuitive decision making Owned, big data Fact-based decision making THEN NOW
  32. 32. Page 33 The Bottom Line: Everyone Can Market Like Amazon
  33. 33. Page 34 Marketo Customers Across Industries Life Sciences & Healthcare Media & Consumer Financial Services EducationCommunications & Infrastructure Manufacturing & EnergySoftware & Cloud Business Services
  34. 34. Page 35 Marketo Delivers on Key Customer Value Drivers Increased sales lead-to-opportunity conversion by 100% HIGHER CONVERSION RATES Reduced number of emergency room visits and lowered patient acquisition costs LOWER COSTS Enabled teams to track individual program ROI within 8 months BETTER REVENUE VISIBILITY Reduced campaign creation from weeks to 1 day; doubling campaign launch effectiveness MORE PROSPECTS Increased sales by 18% and increased lead generation by 28% INCREASED SALES
  35. 35. Page 36 Panasonic Testimonial http://www.marketo.com/common/embed/yo utube/#twT5Os7Ps8E?modestbranding=0& rel=0&vq=hd1080&autoplay=1
  36. 36. Page 37 Marketo EMEA Ltd. Cairn House South County Business Park Leopardstown, Dublin 18, Ireland Direct: +353.1.242 3033 blog.marketo.com www.marketo.com Robert Gavin Channels & Alliances rgavin@marketo.com @rjgavin2000 Success Kit for DDM Alliance http://www.marketo.com/DDMALLIANCE
  37. 37. © 2012 Marketo, Inc. Marketo Proprietary and Confidential
  38. 38. © 2012 Marketo, Inc. Marketo Proprietary and Confidential

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