On Target 2014, Liz Smyth, Marketo

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On Target 2014 is the Go-To Conference for B2B Sales & Marketing; How to increase win rate with new sales and marketing technologies ?
Liz Smyth, Marketing Director Marketo EMEA talks about the new rules of marketing and how to go from email marketing to one-to-one marketing.

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On Target 2014, Liz Smyth, Marketo

  1. 1. Page  1   ©  2012  Marketo,  Inc.    
  2. 2. ©  2012  Marketo,  Inc.  Marketo  Proprietary  and  Confiden:al       The New Rules of Marketing Liz Smyth EMEA Marketing Director @lizsmyth @lizsmyth  
  3. 3. Page  3   ©  2012  Marketo,  Inc.     •  Leader  in  cloud-­‐based  marke:ng  automa:on   •  >3,000  customers  in  37  countries   •  >200  ecosystem  partners   •  >40,000  Marke:ng  Na:on  community  members   •  Public  company  (MKTO)  –  Over  400  employees  in  U.S.,  Europe,  Australia     Marketo Fast Facts
  4. 4. Page  4   ©  2012  Marketo,  Inc.     The Rise of the Marketing Nation
  5. 5. Page  5   ©  2012  Marketo,  Inc.     THEN   NOW   Informa:on:   SCARCITY   Purchasing  Power:   SELLERS   Organiza:onal  Power:   SALES   Informa:on:   ABUNDANCE   Purchasing  Power:   BUYERS   Organiza:onal  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.     3,000 tweets 136,000 views Content Marketing Creates Pull & Affinity
  10. 10. Page  10   ©  2012  Marketo,  Inc.     Apply Science to Content
  11. 11. Page  11   ©  2012  Marketo,  Inc.     Finding  customers   Being  found   Point  in  Ime  blasts   1:1  Durable  relaIonships   THEN   NOW   The New Rules of Marketing Engagement #1 #2
  12. 12. 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?    
  13. 13. Page  13   ©  2012  Marketo,  Inc.    
  14. 14. Page  14   ©  2012  Marketo,  Inc.     Creating Conversations at Scale
  15. 15. Page  15   ©  2012  Marketo,  Inc.     Finding  customers   Being  found   Point  in  Ime  blasts   1:1  Durable  relaIonships   Demographic   Behavioral  segmentaIon   THEN   NOW   The New Rules of Marketing Engagement #1 #2 #3
  16. 16. Page  16   ©  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  
  17. 17. Page  17   ©  2012  Marketo,  Inc.     “Who I am is less important than what I do”
  18. 18. Page  18   ©  2012  Marketo,  Inc.     Trigger & communicate based on behavior
  19. 19. Page  19   ©  2012  Marketo,  Inc.     Triggered  Nurture   Standard  Nurture   LiT   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%  
  20. 20. Page  20   ©  2012  Marketo,  Inc.     Finding  customers   Being  found   Point  in  Ime  blasts   1:1  Durable  relaIonships   Demographic   Behavioral  segmentaIon   Few/isolated  channels        Exploding/integrated  channels   THEN   NOW   The New Rules of Marketing Engagement #1 #2 #3 #4
  21. 21. Page  21   ©  2012  Marketo,  Inc.    
  22. 22. Page  22   ©  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
  23. 23. Page  23   ©  2012  Marketo,  Inc.     Finding  customers   Being  found   Point  in  Ime  blasts   1:1  Durable  relaIonships   Demographic   Behavioral  segmentaIon   Few/isolated  channels        Exploding/integrated  channels   THEN   NOW   The New Rules of Marketing Engagement #1 #2 #3 #4 IntuiIve  decision  making   Owned,  big  Ime  series  data  #5
  24. 24. Page  24   ©  2012  Marketo,  Inc.    
  25. 25. Page  25   ©  2012  Marketo,  Inc.     Why Measuring Return is Hard •  MulIple  touches.    Seven  touches   needed  to  convert  into  a  sale   •  MulIple  influencers.    Typical   buying  process  has  5-­‐21  people   involved  
  26. 26. Page  26   ©  2012  Marketo,  Inc.     Accurately Tracking “Investment” vs. Budget
  27. 27. Page  27   ©  2012  Marketo,  Inc.     Track All Touches Across People, Over Time
  28. 28. Page  28   ©  2012  Marketo,  Inc.     See Direct Program Contribution to Sales Screenshot: Marketo Revenue Cycle Analytics
  29. 29. Page  29   ©  2012  Marketo,  Inc.     The Summary…
  30. 30. Page  30   ©  2012  Marketo,  Inc.     Finding  customers   Being  found   Point  in  Ime  blasts   1:1  Durable  relaIonships   Demographic   Behavioral  segmentaIon   Few/isolated  channels        Exploding/integrated  channels   THEN   NOW   It’s a new world, with new rules… #1 #2 #3 #4 IntuiIve  decision  making   Owned,  big  Ime  series  data  #5
  31. 31. Page  31   ©  2012  Marketo,  Inc.     …and new solutions Customer  System     of  Record   REVENUE   EFFECTIVENESS   Drive  conversion  to  sale   •  Prospect  Priori:za:on   •  Offer  Priori:za:on   •  Social  Selling   •  Produc:ve  Prospec:ng   PIPELINE  &   RELATIONSHIP   MARKETING   Life:me  dialog  with   customers  based  on     behaviors  and  interest   •  Nurturing  and  Scoring   •  Email  Marke:ng   •  Targeted  Adver:sing   •  Marke:ng  Automa:on   •  Event  Marke:ng   •  Customer  Engagement     INBOUND   MARKETING   Ensure  poten:al     customers  can  find  you   •  Content  Marke:ng   •  SEO  /  SEM   •  Social  Campaigns   •  Landing  Pages   ANALYTICS  &   MEASUREMENT   Understand  impact  of   marke:ng  and  op:mize     marke:ng  investments   •  Budge:ng  &  Planning   •  Spend  Analysis   •  Cross-­‐program  Alloca:on   •  Opportunity  Analysis   •  Revenue  Acribu:on   MARKETO  DIGITAL  MARKETING  PLATFORM
  32. 32. Page  32   ©  2012  Marketo,  Inc.     The Bottom Line: Everyone Can Market Like Amazon
  33. 33. ©  2012  Marketo,  Inc.  Marketo  Proprietary  and  Confiden:al       Thank  you!     @lizsmyth  
  34. 34. Page  34   ©  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

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