Link to Session Recording - http://bit.ly/2EMhAkl Some emerging trends that I've seen expand from Digital Marketing to an overall marketing spectrum. We're reaching the phase two of discoverability in Digital Marketing where the masses no longer alien to Digital Marketing concepts, but now need to stitch them together to create a profitable strategy for any business.

1. Things you don't learn
in a Marketing Course!
Nilotpal [Neil] Roy
Head of Marketing, FusionCharts

2. HEAD - MARKETING
FUSIONCHARTS
Managed 2Crs of Ad Spends, 15+
Clients including Quikr Homes
Consulted 50+
Entrepreneurs
SME UpGrad’s Digital
Marketing Program
Managing $5-7Mil Revenue,
8 member team

3. What we’ll be talking about today!
• Knowing your customers: JTBD Frameworks.
• Educating & Converting prospects faster: Content + Paid strategies.
• Nurturing prospects: Investing in an online Learning center.
• Improving ROI: Using automation for marketing + sales workflows.
• Beyond Remarketing. IP based marketing with Kwanzoo.
• Digital Marketing Careers future.
PS: Some parts of the talk will be skewed towards B2B SaaS businesses & ecosystems &
may not apply directly to B2C marketing cycles.

4. #1 | Jobs to be Done Framework
• What is JTBD?
The milkshake story.
• Why JTBD is becoming popular?
Going beyond personas.
• Which business models is JTBD is most valuable?
High consideration, high price, educating the prospects.
• How can you apply JTBD to your organization?
JTBD interview modelling, FusionCharts context.

5. #2 | Unified Content + Paid Marketing Strategies
• Why is this unification required?
To much content(noise) online, more informed decision making cycles, higher
market commoditization.
• Who are the early adopters of this strategy?
Internet Influencers, SaaS companies.
• When to think content + paid in a single funnel?
Too much competition, lot of established players in market, use paid to get
ahead of the line!
• How to analyze performance of these strategies?
Content level metrics – lead hook downloads, lead -> conversion funnels.

6. #3 | Investing in Long term content real estates
• Why to invest in resource centers?
Mid funnel nurturing, microsite for all your content, interesting user journeys.
• Who are the early adopters of this strategy?
Any product or service company where audiences need education & lack
expertise.
• How to set up these long term content real estates?
Focus on how to add value to users, have a great exploration landing page,
multiple formats to engage (text, audio, video, live elements). Repurpose all
your content here.
• How to analyze performance of this real estate?
Focus on engagement metrics, lead hook metrics, movement from learning
center to main site, remarketing behavior.

7. #4 | Connecting Marketing & Sales via Automation
• Where are the gaps in the system?
User chats, User website behavior, User content interactions.
• What tools can you use?
Hubspot, Marketo, Get response, Pardot.
• What can these tools help you in?
Listening to prospects, lead scoring for nurturing campaigns, sales
prioritizations.
• How to analyze performance of these strategies?
MQL performance, Nurture & LTV (cross & upsell), Traffic quality across
sources.

8. #5 | Beyond Remarketing | ABM
• When is remarketing not enough?
Not enough traffic on site to even initiate campaigns, personas are so complex
they can’t be targeted via display or search (because they don’t search for the
solution the business is pitching for!
• Who are the early adopters of this strategy?
Enterprise B2B clients with high deal values & complex user requirements.
• What is ABM & How does it work?
• Account Based Marketing – with tools like Kwanzoo you can target - company
IPs, remarketing cookies, and past purchases of competitors.
• Kwanzoo connects with Oracle’s BlueKai (1bil cookie repository) and bits 3-4X
higher than competition.
• IP based targeting – where IPs of large companies are curated & bid upon.

9. #6 | Digital Marketing Careers Future
• More Products business models coming into the market.
• Digital Marketing Job industry hitting phase 2.
• Focus more on Skills/Tools with intersection of business.
• You need to hit X amount of depth in 1 vertical in Digital &
then Y amount of breadth in all others (T shaped marketers).

10. QUESTIONS?