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Similar to The New Rules of Marketing (20)
The New Rules of Marketing
- 1. ©
2012
Marketo,
Inc.
Marketo
Proprietary
and
Confiden9al
The New Rules of Marketing
Liz Smyth
EMEA Marketing Director
@lizsmyth
@lizsmyth
- 2. Page
2
©
2012
Marketo,
Inc.
• Leader
in
cloud-‐based
marke9ng
automa9on
• >3,000
customers
in
37
countries
• >200
ecosystem
partners
• >40,000
Marke9ng
Na9on
community
members
• Public
company
(MKTO)
–
Over
400
employees
in
U.S.,
Europe,
Australia
Marketo Fast Facts
- 3. Page
3
©
2012
Marketo,
Inc.
ABUNDANCE
INFORMATION
- 4. Page
4
©
2012
Marketo,
Inc.
THEN
NOW
Informa9on:
SCARCITY
Purchasing
Power:
SELLERS
Organiza9onal
Power:
SALES
Informa9on:
ABUNDANCE
Purchasing
Power:
BUYERS
Organiza9onal
Power:
MARKETING
Unprecedented Changes in Buying
- 5. Page
5
©
2012
Marketo,
Inc.
The New Rules of Marketing Engagement
- 6. Page
6
©
2012
Marketo,
Inc.
Finding
customers
Being
found
THEN
NOW
The New Rules of Marketing Engagement
#1
- 7. Page
7
©
2012
Marketo,
Inc.
Source: Adbusters, 2011
- 8. Page
8
©
2012
Marketo,
Inc.
Don’t Find People; Help People Find You
vs
Use
brains,
not
budget.
- 9. Page
9
©
2012
Marketo,
Inc.
3,000
tweets
136,000
views
Content Marketing Creates Pull & Affinity
- 10. Page
10
©
2012
Marketo,
Inc.
Apply Science to Content
- 11. Page
11
©
2012
Marketo,
Inc.
Finding
customers
Being
found
Point
in
Nme
blasts
1:1
Durable
relaNonships
THEN
NOW
The New Rules of Marketing Engagement
#1
#2
- 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?
- 14. Page
14
©
2012
Marketo,
Inc.
Welcome! Here’s what to expect
Check out this article
Here’s a cool video
See our latest offering
Share this with friends
Here’s what others like!
Download our new book
Happy birthday
Hi, are you ready to buy?
More cool content
Join us at our event
You like X, check out Y
Fun ways to learn more
Take this survey
You haven’t bought yet, here’s a 10%
discount
Conversations, not campaigns
- 15. Page
15
©
2012
Marketo,
Inc.
Creating Conversations at Scale
- 16. Page
16
©
2012
Marketo,
Inc.
Finding
customers
Being
found
Point
in
Nme
blasts
1:1
Durable
relaNonships
Demographic
Behavioral
segmentaNon
THEN
NOW
The New Rules of Marketing Engagement
#1
#2
#3
- 17. Page
17
©
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
- 18. Page
18
©
2012
Marketo,
Inc.
“Who I am is less important than what I do”
- 19. Page
19
©
2012
Marketo,
Inc.
Trigger & communicate based on behavior
- 20. Page
20
©
2012
Marketo,
Inc.
Triggered
Nurture
Standard
Nurture
LiU
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%
- 21. Page
21
©
2012
Marketo,
Inc.
Finding
customers
Being
found
Point
in
Nme
blasts
1:1
Durable
relaNonships
Demographic
Behavioral
segmentaNon
Few/isolated
channels
Exploding/integrated
channels
THEN
NOW
The New Rules of Marketing Engagement
#1
#2
#3
#4
- 23. Page
23
©
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
- 24. Page
24
©
2012
Marketo,
Inc.
Finding
customers
Being
found
Point
in
Nme
blasts
1:1
Durable
relaNonships
Demographic
Behavioral
segmentaNon
Few/isolated
channels
Exploding/integrated
channels
THEN
NOW
The New Rules of Marketing Engagement
#1
#2
#3
#4
IntuiNve
decision
making
Owned,
big
Nme
series
data
#5
- 26. Page
26
©
2012
Marketo,
Inc.
Why Measuring Return is Hard
• MulNple
touches.
Seven
touches
needed
to
convert
into
a
sale
• MulNple
influencers.
Typical
buying
process
has
5-‐21
people
involved
- 27. Page
27
©
2012
Marketo,
Inc.
Accurately Tracking “Investment” vs. Budget
- 28. Page
28
©
2012
Marketo,
Inc.
Track All Touches Across People, Over Time
- 29. Page
29
©
2012
Marketo,
Inc.
See Direct Program Contribution to Sales
Screenshot: Marketo Revenue Cycle
Analytics
- 30. Page
30
©
2012
Marketo,
Inc.
The Summary…
- 31. Page
31
©
2012
Marketo,
Inc.
Finding
customers
Being
found
Point
in
Nme
blasts
1:1
Durable
relaNonships
Demographic
Behavioral
segmentaNon
Few/isolated
channels
Exploding/integrated
channels
THEN
NOW
It’s a new world, with new rules…
#1
#2
#3
#4
IntuiNve
decision
making
Owned,
big
Nme
series
data
#5
- 32. Page
32
©
2012
Marketo,
Inc.
…and new solutions
Customer
System
of
Record
REVENUE
EFFECTIVENESS
Drive
conversion
to
sale
• Prospect
Priori9za9on
• Offer
Priori9za9on
• Social
Selling
• Produc9ve
Prospec9ng
RELATIONSHIP
MARKETING
Life9me
dialog
with
customers
based
on
behaviors
and
interest
• Nurturing
and
Scoring
• Email
Marke9ng
• Targeted
Adver9sing
• Marke9ng
Automa9on
• Event
Marke9ng
• Customer
Engagement
INBOUND
MARKETING
Ensure
poten9al
customers
can
find
you
• Content
Marke9ng
• SEO
/
SEM
• Social
Campaigns
• Landing
Pages
ANALYTICS
&
MEASUREMENT
Understand
impact
of
marke9ng
and
op9mize
marke9ng
investments
• Budge9ng
&
Planning
• Spend
Analysis
• Cross-‐program
Alloca9on
• Opportunity
Analysis
• Revenue
Acribu9on
MARKETO
DIGITAL
MARKETING
PLATFORM
- 33. Page
33
©
2012
Marketo,
Inc.
The Bottom Line: Everyone Can Market Like Amazon
- 34. ©
2012
Marketo,
Inc.
Marketo
Proprietary
and
Confiden9al
Thank
you!
@lizsmyth
- 35. Page
35
©
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