I’m going to spend this session giving you an overview and talking to you about the Marketo Engagement Marketing Platform, and the Applications and Solutions that go along with this. Marketo have fundamental changed how we describe, build and market our offerings and so it is fairly important that we share this with you, our partners.
There are 3 things you need to know
1) We have created a new model to consistently describe our products across Marketo 2) We have created 5 new solutions that better fit the varied needs of todays marketers 3) And we have created a new pricing model to go with the new model and solution approach
So first let’s start with our new product model, and why we’ve gone down this path. These changes have been driven by changes over time in our product offerings and how the market has changed over time. As you know Marketo has grown over the last 10 years, starting with email automation basically, but then innovating as new technologies and challenges came to the fore.
Historically at Marketo we’ve had a disjointed, silo-ed approach to describing out products - with different offerings like MLM, RCA, RTP, MME. I remember when I joined and went through product training that it was just so confusing, everything had its own acronym and sometimes described what it was, but other times not. And of course those names didn’t always match up with what you did in the product - these were different product lines, developed over time as the needs to customers and the wider industry grew, but not perhaps the best way to packaging and describing as time went on.
We are moving to a platform and apps model to gain consistency across the company - across each team in Marketo, internally and eternally will be on the same page. We are moving towards a common language and an offering that our customers will understand straight away.
A great way to think about our new model is to think about how your smartphone works. Think of the iPhone - the underlying platform is iOS, the operating system running on the phone. On top of that there are certain number of core applications that Apple provides – think of Photos, Music, Messaging - all in-built and offered as standard.
But there is the also app store - hundred of thousands of third party apps that when combined with the core applications, provides them with everything they could possibly need to get the most out of their platform.
If you want to place a filter on a picture you’ve taken - there is Instagram If you want an alert sent to your phone every time you just happen to be nearby a Nandos restaurant – their app will do that If you want to meet nearby single people based on their picture alone - you can do that too!
Introducing the new platform and apps model
You have the underlying platform - the engagement marketing platform (think of this as like iOS). It has some core functionality, the engine and the power that drives everything else. Part of that platform is what we call the audience hub – and this is simply the database for all of the customer interactions – the system of record that stores each click, email open, web page visit and so on.
Built on top of the platform are our applications – apps like marketing automation, web personalisation etc. And of course there is our very own app store – Marketo LaunchPoint. Hundreds of applications that marketers can access in order to get maximum value out of the platform.
To talk about the platform in some more detail for a moment – the Platform infrastructure includes things like workspaces, partitions, sandboxes and user roles and permissions.
These are the types of capability that is standard across the new offerings - they are part of what makes up the platform.
Now some things are available for additional fees, like more API calls or the differing types of integration services offered.
So now we’ve talked about the platform, lets talk about these 5 new solutions
Each solution is made up of a number of apps. The solution based model is so that marketers can connect and identify with what we are doing - they don’t wake up in the morning thinking ‘let’s buy some new products’ - instead they are thinking of the challenges and problems they face at work, and what will they need to do to solve them.
This way we can offer them a solution to a real challenge they are facing, with the ability to add on apps as time progresses and their needs increase.
Here are the 5 new solutions that Marketo is offering.
We have email marketing, mobile marketing, consumer marketing, customer base marketing and of course lead management. Through these 5 solutions we will present the capabilities of Marketo and of the ‘apps’ I’ve been talking about.
Let’s go back to the apps and see how they fit together with our solutions.
Let’s break the 12 apps out into two rows – our top row represents customer interaction applications – think of these as the channels in which your customer talks to their customers, such as through email, web, mobile, etc.
Our bottom row represents the core marketing applications, these are your day to day capabilities that every marketer relies on, such as workflow, analytics, reporting, sales intelligence, etc. And at the bottom right corner you have LaunchPoint which houses hundreds of partner apps.
Combining apps into solution bundles allow us to cater for our customers needs, without giving them functionality they will never use and charging them for it.
So if we look at the first of the solution bundles – email marketing.
Let’s take a look at the Email Marketing solution bundle…
This will give you access to email (obviously), but also landing pages, as well as our SEO functionality. This solution is for any company looking to use our email offering as a sophisticated alternative to the typical batch and blast products that exist out there
You get social marketing tools, for sharing pages etc. You also get the marketing automation capability, marketing calendar and program analysis. It is designed to be a light weight solution for those who focus purely on email marketing – those who are not running events, or personalising the website and so on. We found that a number of customers would buy Marketo but only use these apps in the first year, so by bundling this in such a way we can provide them with exactly what they need.
Now, just because they start with this bundle, doesn’t preclude them from buying additional apps if they require them.
Let’s take a look at the Mobile Marketing solution bundle…
Very similar to the email bundle but this time focused on the mobile marketer, so we are talking emails and in app messages and notifications. With an increase of companies using their mobile applications as their primary source of communication, market’s mobile marketing solution listens to those mobile app behaviours, as well as other channels to deeply engage the mobile app users so you can deliver there right message or offer at the right time
They get the workflow automation to support this, but not tools like SEO or other elements of web personalisation that frankly are not needed if you are marketing through this single channel.
This bundle would be perfect for those companies who exist solely as an app – if you have that channel open to your customers why spam them with other forms of contact?
And again – if you do require other apps and channels, these can be added on as needed.
Let’s take a look at the Consumer Marketing solution bundle…
For me this is when things get interesting – in a previous life I worked with global e-commerce companies and marketing B2C in the digital world is such an interesting challenge.
B2C marketers are obsessed with acquiring and retaining new customers - Marketo’s new consumer marketing solution helps engage consumers seamlessly in a conversation that spans multiple channels, across all steps of their journey.
Emails, but also web personalisation, ad targeting, events and webinars all available to engage with your typical consumer, and drive that engagement. Things like account based marketing and sales insight – not useful in this scenario so they are not included, no need for them.
Let’s take a look at the Customer Base solution bundle…
This solution helps you not look for new leads and grow your database, but rather cross sell and upsell to your existing customers, increasing their engagement and spend with you. Automating the customer lifecycle, re-engaging with them, carrying out account based marketing – all of this is possible with the customer base solution. It also offers our full reporting capabilities, so you can best market to those customer already with you, and measure the impact this is having.
And finally, let’s take a look at the Lead Management solution bundle…
This is all about finding the right leads, nurturing them, deliver these leads to sales and measure marketing’s impact. Lead scoring, sales insight, predictive web content are all included, and as with all of the bundles you can add extra functionality as required.
And from a packaging perspective, some of the more notable changes are:
RCA has been broken down into 3 unique apps, the Program Analysis app, the Lifecycle Modeler app and the Advanced Report Builder app.
RTP has undergone the most significant changes, having been broken down into 4 unique apps, the Web Personalization app, the Predictive Content app, the Website Retargeting app and finally the Account Based Web Marketing app.
In addition, Marketing Calendar and Marketing Calendar HD are now combined in one app called Marketing Calendar.
And Social Boost and Social Campaigns are now combined into one app called Social Marketing.
Our new website (check out the recent changes if you haven’t already) has the new solutions and new messaging that is key to Marketo and our customers moving forwards.
You too should use this terminology and offerings when speaking to prospects and clients.