2. Engaging Today’s Buyer in a Digital
World
Sanjay Dholakia
Chief Marketing Officer
Marketo, Inc.
@sdholakia

3. Hi, I’m Sanjay
Dholakia
1.
2.
3.
4.
Have an 11 year old daughter and 4 year old son
36 stitches in my head alone
Have been a consultant, GM of a public company,
CMO, CEO
But, am a marketer by DNA...I’m in the Nation!
@sdholakia

4. The Rise of the Marketing Nation

5. INFORMATION
ABUNDANCE

6. Unprecedented Changes in Buying
Information:
Information:
SCARCITY
ABUNDANCE
Purchasing Power:
Purchasing Power:
SELLERS
BUYERS
Organizational Power:
Organizational Power:
SALES
MARKETING
THEN
NOW

7. The New Rules of Marketing Engagement

8. The New Rules of Marketing Engagement
#1
Finding customers
THEN
Being found
NOW

9. Source: Adbusters, 2011

10. Don’t Find People; Help People Find You
vs
Use brains, not budget.

11. Content Marketing Creates Pull & Affinity
3,000
tweets
136,000
views

12. Apply Science to Content

13. The New Rules of Marketing Engagement
#1
Finding customers
Being found
#2
Point in time blasts
1:1 Durable relationships
THEN
NOW

15. 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?

17. Conversations, not campaigns
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

18. Creating Conversations at Scale

19. The New Rules of Marketing Engagement
#1
Finding customers
Being found
#2
Point in time blasts
1:1 Durable relationships
#3
Demographic
Behavioral segmentation
THEN
NOW

20. More Targeted Sends are More Engaging
400
Engagement Score
350
300
250
200
150
100
50
0
100
1000
10000
Email Delivered
Source: Marketo research
100000

22. “Who I am is less important than what I do”

23. Trigger & communicate based on behavior

24. Triggered Nurture
Open %
34.0%
Standard Nurture
21.7%
57%
Click to Open % 37.1%
Click to Open % 23.4%
59%
Click %
Click %
147%
12.6%
Open %
Lift
5.1%

25. The New Rules of Marketing Engagement
#1
Finding customers
Being found
#2
Point in time blasts
1:1 Durable relationships
#3
Demographic
Behavioral segmentation
#4
Few/isolated channels
THEN
Exploding/integrated channels
NOW

28. Communicate Across Channels

29. Website
Landing
Pages
Online Ads
Email
Facebook
Pages
Social Lift
Social Lift
Social Lift
Social Lift
Social Lift
Social Lift
Reach & Engagement
Integrate Channels…and Engage the Crowd
Events

30. The New Rules of Marketing Engagement
#1
Finding customers
Being found
#2
Point in time blasts
1:1 Durable relationships
#3
Demographic
Behavioral segmentation
#4
Few/isolated channels
#5
Intuitive decision making
THEN
Exploding/integrated channels
Owned, big time series data
NOW

32. Why Measuring Return is Hard
• Multiple touches. Seven touches
needed to convert into a sale
• Multiple influencers. Typical buying
process has 5-21 people involved

33. But, now we have the technology…

35. Accurately Tracking “Investment” vs. Budget

36. Track All Touches Across People, Over Time

37. See Direct Program Contribution to Sales
Screenshot: Marketo Revenue Cycle Analytics

38. The Summary…

39. It’s a new world, with new rules…
#1
Finding customers
Being found
#2
Point in time blasts
1:1 Durable relationships
#3
Demographic
Behavioral segmentation
#4
Few/isolated channels
#5
Intuitive decision making
THEN
Exploding/integrated channels
Owned, big time series data
NOW

40. …and new solutions
INBOUND
MARKETING
RELATIONSHIP
MARKETING
Ensure potential
customers can find you
•
•
•
•
Lifetime dialog with
customers based on
behaviors and interest
Content Marketing
SEO / SEM
Social Campaigns
Landing Pages
ANALYTICS &
MEASUREMENT
•
•
•
•
•
Customer System
of Record
Understand impact of
marketing and optimize
marketing investments
•
•
•
•
•
Budgeting & Planning
Spend Analysis
Cross-program Allocation
Opportunity Analysis
Revenue Attribution
Nurturing and Scoring
Email Marketing
Marketing Automation
Event Marketing
Customer Engagement
REVENUE
EFFECTIVENESS
Drive conversion to sale
MARKETO DIGITAL MARKETING PLATFORM
•
•
•
•
Prospect Prioritization
Offer Prioritization
Social Selling
Productive Prospecting

41. The Bottom Line: Everyone Can Market Like Amazon

42. Thank You!
Questions?
Sanjay Dholakia
@sdholakia
#mktgnation