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Engaging Today's Buyer in a Digital World
This document outlines how marketing has changed from a focus on finding customers to being found by potential buyers in today's digital world. It discusses 5 key shifts in the rules of marketing: from finding customers to being found, from point-in-time communications to durable 1:1 relationships, from demographic segmentation to behavioral segmentation, from isolated channels to integrated exploding channels, and from intuitive decision making to data-driven decisions. The new approach involves inbound, relationship, and data-driven marketing tactics supported by digital marketing platforms.
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Similar to Engaging Today's Buyer in a Digital World
Engaging Today's Buyer in a Digital World
- 2. Engaging Today’s Buyerin a Digital World Sanjay Dholakia Chief Marketing Officer Marketo, Inc. @sdholakia
- 3. Hi, I’m Sanjay Dholakia 1. 2. 3. 4. Havean 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 ofthe Marketing Nation
- 5.
- 6. Unprecedented Changes inBuying Information: Information: SCARCITY ABUNDANCE Purchasing Power: Purchasing Power: SELLERS BUYERS Organizational Power: Organizational Power: SALES MARKETING THEN NOW
- 7. The New Rulesof Marketing Engagement
- 8. The New Rulesof Marketing Engagement #1 Finding customers THEN Being found NOW
- 9.
- 10. Don’t Find People;Help People Find You vs Use brains, not budget.
- 11. Content Marketing CreatesPull & Affinity 3,000 tweets 136,000 views
- 12. Apply Science toContent
- 13. The New Rulesof Marketing Engagement #1 Finding customers Being found #2 Point in time blasts 1:1 Durable relationships THEN NOW
- 15. Hi, are youready 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.
- 19. The New Rulesof 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 Sendsare 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 amis less important than what I do”
- 23. Trigger & communicatebased on behavior
- 24. Triggered Nurture Open % 34.0% StandardNurture 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 Rulesof 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.
- 29. Website Landing Pages Online Ads Email Facebook Pages Social Lift SocialLift Social Lift Social Lift Social Lift Social Lift Reach & Engagement Integrate Channels…and Engage the Crowd Events
- 30. The New Rulesof 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 Returnis Hard • Multiple touches. Seven touches needed to convert into a sale • Multiple influencers. Typical buying process has 5-21 people involved
- 33. But, now wehave the technology…
- 35. Accurately Tracking “Investment”vs. Budget
- 36. Track All TouchesAcross People, Over Time
- 37. See Direct ProgramContribution to Sales Screenshot: Marketo Revenue Cycle Analytics
- 38.
- 39. It’s a newworld, 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 Ensurepotential 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.