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Uploaded byBusiness Marketing Association Phoenix
BMA Phoenix Keynote- Marketo's Jon Miller on Marketing in a Digital World - February 12, 2014
Marketo's document discusses their approach to digital marketing and lead generation. It summarizes that (1) buyers have become more self-directed, (2) marketing must align with the stages of the buying cycle from early to late, and (3) most leads require nurturing over time before becoming sales ready. It then describes Marketo's techniques for personalized content marketing, lead scoring, and using analytics to measure multi-touch attribution and marketing ROI. The goal is to turn marketing from a cost center into a revenue driver.
