Marketing First for Business Growth
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Aoife Hoare, Marketo Marketing First for Business Growth, London, June 2016
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Marketing First for Business Growth
- 10. Page 10Marketo Proprietary and Confidential | © Marketo, Inc. 6/21/2016 YOUR CUSTOMERS The Quest of Every Marketing Team
- 11. Page 11Marketo Proprietary and Confidential | © Marketo, Inc. 6/21/2016 Business Growth
- 12. Page 12Marketo Proprietary and Confidential | © Marketo, Inc. 6/21/2016 Today’s World 2900 Marketing & Sales Messages Per Day
- 13. Buyers are Self-Directing Journeys 66% to 90% of a Buyer’s Journey Today is Self-Directed 87% of buyers demand a meaningful experience
- 14. Page 14Marketo Proprietary and Confidential | © Marketo, Inc. 6/21/2016 A Transformation in Customer Engagement Mass Marketing Focus on the message Transactional Marketing Focus on the upfront transactions Engagement Marketing Focus on long-term relationships
- 16. FIVE PRINCIPLES
- 17. Page 17Marketo Proprietary and Confidential | © Marketo, Inc. 6/21/2016 Engage People: As Individuals #1
- 19. Page 19© 2014 Marketo, Inc. Marketo Proprietary and Confidential Engage People: Based on What They Do #2
- 21. Page 21 Engage People: Continuously Over Time #3 Evaluate Purchase Adopt Grow
- 23. Engage People: Directed Towards An Outcome #4
- 24. Marketers do *not* create journeys… …customers do
- 26. #5 Engage People: Everywhere They Are
- 28. ENGAGEMENT MARKETING Build personalised and lifelong relationships #1 – As Individuals #2 – Based On What They Do #3 – Continuously Over Time #4 – Directed Towards An Outcome #5 – Everywhere They Are
Editor's Notes
- Talk about future of marketers… Future of you *You all are Tomorrow’s Leaders…you will be inventing the world of tomorrow* When I am talking to senior marketers…most want to talk about issues of talent and organization…as much as or more than they want to talk about software Lots of research with Economist, HBR, and all of you… I wanted to share 3 insights from these observations and research…. <<CLICK>>
- The first is…Where we find these people? “I’m looking everywhere for these digitally-skilled folks…” The thing is… <<CLICK>>
- Section: Tomorrow’s Marketer #2 Outboards: Tomorrow’s Marketer logo Middle screen: Tomorrow’s Marketer is Everywhere Everywhere their customer is Across every stage of the lifecycle
- Be Creative… <<CLICK>>
- Be Analytical… <<CLICK>>
- Be Strategic <<CLICK>>
- Be Multi-disciplinary
- Marketing First: Clear – (Say what’s on the slide for understanding) – Our core message Content – (Relay the Key Message) – Innovation / Focus / Marketer Success Transition – (One sentence to lay foundation for next slide) – The Future of Marketing *ToDo – Remove roadshow and replace image So let me finish my vision with my final GOOD news If you master this, If you master Engagement Marketing, you hold the keys to the kingdom Think about it… core job in marketing… attentively LISTENING to our customers Marketing has the eyes, the ears, the brains, to understand customers as strategic asset Hear voice of customers and act on it in ways never possible before Marketers steward of journey…very strategic…very powerful This is why the CMO will be most important C-Suite exec This is why we at Marketo talk about the future being a Marketing First world
- The Future is Now: Clear – (Say what’s on the slide for understanding) – We live in good times but things are changing Content – (Relay the Key Message) – Change more in the last 5 years than ever before, will change more in next 5 years Transition – (One sentence to lay foundation for next slide) – New quest of every Marketing organisation.
- Our Common GOAL: Clear – (Say what’s on the slide for understanding) – Each one of us regardless of whether we are in B2C or B2b, small or large, have the same quest. Content – (Relay the Key Message) – How do I acquire new customers faster? How do I grow their lifetime value? And, how do I convert as many of them as possible to become advocates? How do I build brand advocates who in turn can influence new prospects? In other words, create this virtuous cycle of customer success. Transition – (One sentence to lay foundation for next slide) – But, today’s mobile, social, digital world has made this really hard to create this virtuous cycle of customer success.
- Our Common GOAL: Clear – (Say what’s on the slide for understanding) – What does that really mean? Content – (Relay the Key Message) – Pipeline growth, revenue growth, business growth Transition – (One sentence to lay foundation for next slide) – But, today’s mobile, social, digital world has made this really hard to create this virtuous cycle of customer success required to grow your business
- Why it’s hard to reach the GOAL - 1: Clear – (Say what’s on the slide for understanding) – A noisy world out there – Pay attention to 50, rememeber 4. Content – (Relay the Key Message) –They have 2900 messages per day that are vying for their attention so there is are lots of places that they can get information. And armed with this info, they are forming opinions and drawing conclusions well before they choose to interact with your brand. Transition – (One sentence to lay foundation for next slide) – What else makes it hard…
- Why it’s hard to reach the GOAL - 2: Clear – (Say what’s on the slide for understanding) - Content – (Relay the Key Message) – In fact if you look at some data points, from folks like Forrester, they say that anywhere from 66-90% of a buyers journey is self-directed before they interact with you. When they are interacting with your brand, at every stage of interaction, 87% percent of them demand something that is a meaningful, contextual, relevant experience (based on a recent report from Edelman). Transition – (One sentence to lay foundation for next slide) – Marketing needs to transform
- Agenda: Clear – (Say what’s on the slide for understanding) - Given that there is lots of noise, the customer is self-directing their journey and the customer wants a personal interaction at every point of their journey, it’s now up to marketing, more than any other business function, to become the steward of the customer journey. Content – (Relay the Key Message) – In the past, sales was empowered and customer service interacted with the customers a lot, but given these trends, marketing is taking the lead, building a bond with customers and becoming the steward of the customer journey. Transition – (One sentence to lay foundation for next slide) – How Marketo does it *ToDo – Remove roadshow and replace image
- Agenda: Clear – (Say what’s on the slide for understanding) – Marketing Nation – You and Me! Content – (Relay the Key Message) – Random acts of Marketing Transition – (One sentence to lay foundation for next slide) – Simple way to describe what Engagement marketing is.
- Agenda: Clear – (Say what’s on the slide for understanding) – Simple way is made up of 5 principlpes Content – (Relay the Key Message) – Master these principles you will be an engagement marketer Transition – (One sentence to lay foundation for next slide) – ABC’s *ToDo – Remove roadshow and replace image
- Banner Slide: Clear – (Say what’s on the slide for understanding) – A Content – (Relay the Key Message) – Rule #1: Marketers need to shift from mass marketing to engaging people an individuals, in a 1:1 way. Transition – (One sentence to lay foundation for next slide) – B
- Banner Slide: Clear – (Say what’s on the slide for understanding) – Content – (Relay the Key Message) – Transition – (One sentence to lay foundation for next slide) – Our Core Message *ToDo – Remove roadshow and replace image Not just about what we say, but how and when we say it About individual basis with customers <CLICK> To journeys
- Banner Slide: Clear – (Say what’s on the slide for understanding) – Content – (Relay the Key Message) – Transition – (One sentence to lay foundation for next slide) – Our Core Message *ToDo – Remove roadshow and replace image
- Banner Slide: Clear – (Say what’s on the slide for understanding) – Content – (Relay the Key Message) – Transition – (One sentence to lay foundation for next slide) – Our Core Message *ToDo – Remove roadshow and replace image Very simple answer – stop spending so much time charting, spend more time listening 2 ears, 1 mouth Truism of building relationships As much about listening to the other person as talking about yourself Listen to what customers are saying and understand the journey they are on Only if we can listen and understand are we able to continue the conversation in a positive way <CLICK>To good news
- Banner Slide: Clear – (Say what’s on the slide for understanding) – Content – (Relay the Key Message) – Transition – (One sentence to lay foundation for next slide) – Our Core Message *ToDo – Remove roadshow and replace image New Rule #4 is that marketers need to shift from point in time campaigns to continuous conversations. Campaigns are disconnected puzzle pieces – and therefore never form any kind of cohesive thread or picture – to communications that form a continuous relationship that gets deeper and deeper over time. Traditionally as marketers, we’ve been focused a lot on the transaction – helping close the deal with the customer. But the end of the transaction is the beginning of a long-term relationship with a customer. And brands that win engage people early and engage them over time continously in a personalized way; this is critical in a world where a customer has lots of choice and the switching costs are low.
- Banner Slide: Clear – (Say what’s on the slide for understanding) – Content – (Relay the Key Message) – Transition – (One sentence to lay foundation for next slide) – Our Core Message *ToDo – Remove roadshow and replace image
- Banner Slide: Clear – (Say what’s on the slide for understanding) – Content – (Relay the Key Message) – Transition – (One sentence to lay foundation for next slide) – Our Core Message *ToDo – Remove roadshow and replace image Rule #5: Marketing is an outcome.
- Banner Slide: Clear – (Say what’s on the slide for understanding) – Content – (Relay the Key Message) – Transition – (One sentence to lay foundation for next slide) – Our Core Message *ToDo – Remove roadshow and replace image This is what we call engagement marketing It’s an important idea, idea that’s here An idea that each one of you, members of the Marketing Nation, are the pioneers You invented this with us In on the ground floor Let’s go kill mass advertising Let’s go kill random acts of marketing Very exciting journey we’re on <CLICK>To Phil live
- Banner Slide: Clear – (Say what’s on the slide for understanding) – Content – (Relay the Key Message) – Transition – (One sentence to lay foundation for next slide) – Our Core Message *ToDo – Remove roadshow and replace image Still need to have emotion Still need to have calls to action Start thinking about taking customers on journeys over time <CLICK> Other key idea, journeys For example, rather than a random ad, we’re all learning to think about this as multi-step process Idea of lead nurturing Journeys over time Reinvented world of marketing <CLICK>next 2 rows Not just about getting people to buy About lifelong relationships Lots of different journeys As marketers think about each destination Each individual at a different point, different place, different step of their own individual journey Seeing marketers figure this all out – Staples example Met their journey marketer Starting to see these words and these new jobs popping up all over <CLICK>To bad news
- Rule #2: Marketing is an outcome. Banner Slide: Clear – (Say what’s on the slide for understanding) – Content – (Relay the Key Message) – Transition – (One sentence to lay foundation for next slide) – Our Core Message *ToDo – Remove roadshow and replace image
- When Tim cook talks about a seamless kind of life, I know I’m living that life With things like Dropbox, things like chrome, I don’t even think about what I’m using They’re just continuous windows into my world Tim cook’s version might be a walled garden around apple products, but it means I can use an iPad as my phone If I use chrome and open a tab, it’s there when I get home If I open Office 365 and I’m in Excel cell B35, when I open Excel at home Or if I put my latest pair of shoes in my cart at home, it knows exactly what’s there from my phone Entire world comes with him, regardless of which device I use <PAUSE> Each and every day, this is changing our, and our customer’s, and our prospect’s expectations as technology users It is simply going to change what we have to do as marketers Now, let’s think about this world of random acts of marketing I expect context, what happens if I see an ad on Facebook out of the sky, or an email out of the sky, that’s different We tolerate today, but it’s going to become fingers on chalkboard <CLICK>To engagement marketing
- Banner Slide: Clear – (Say what’s on the slide for understanding) – Content – (Relay the Key Message) – Transition – (One sentence to lay foundation for next slide) – Our Core Message *ToDo – Remove roadshow and replace image
- Banner Slide: Clear – (Say what’s on the slide for understanding) – Content – (Relay the Key Message) – Transition – (One sentence to lay foundation for next slide) – Our Core Message *ToDo – Remove roadshow and replace image Enjoy Summit I hope you find inspiration, too Hope you’re inspired by our vision of engagement marketing Hope you’re excited by the opportunity to put it into action As Marketers, we really do have the keys to the kingdom Together, let’s make it a Marketing First world <END>