Chris Connell, APAC Senior Director of Marketing for Marketo, gave his presentation Stop Marketing. Start Engaging: The Five New Rules for Savvy Marketers

1. STOP MARKETING
START ENGAGING
FIVE ‘CRUSH IT’ RULES FOR SAVVY MARKETERS

3. STOP MARKETING
START ENGAGING
FIVE ‘CRUSH IT’ RULES FOR SAVVY MARKETERS

6. Rule 1
UNLEARN

8. Disrupt

10. “Your customers own your
brand..
It’s the opposite of
what we were taught
at university.”
Marisa Thalberg
Chief Marketing Officer,
Taco Bell Corp

12. INFINITE
DEMAND
DRIVERS
FINITE
ATTENTION

14. ‘UNLEARN’ CHECKLIST
I believe that..
• We control our ‘brand’
• We need to be louder than our competition
• We should create a 12 month marketing plan
• We control the buyers journey
• We learn by executing first, then listening

16. Rule 2
LEARN TO EARN

17. Emotion

25. Julie & I

26. Julie & I

27. Scale

28. ‘Hope’ Marketing

29. Help me marketing gods..
You’re my only hope.

30. Singapore Advertising Expenditure by Medium
$1,950,000,000

31. 62% couldn’t
remember one!

32. $1.3 Billion

38. Listen First

39. Are You Listening?
of marketers believe they are able to get a
complete view of their customer from all available
data sources. (CMO Council)
(Source: CMO Council)
6%

40. What can I hear?
Services
Product
Use
Content
Consumption
Training
Surveys
Fulfillment
Advocacy
Billing
Advocacy
Sales
Web
Email
3rd Party
Mobile
Events
Direct
Mail
Social
SEO/SEM
Ads

41. Behaviour

44. Email
Web
Social
Ads
Ticket Buying Data
Favorite Players
Season Ticket Status
Personal Detail

45. Email
Web
Social
Ads
Ticket Buying Data
Favorite Players
Season Ticket Status
Personal Detail

46. Email
Web
Social
Ads
Ticket Buying Data
Favorite Players
Season Ticket Status
Personal Detail

47. Email
Web
Social
Ads
Ticket Buying Data
Favorite Players
Season Ticket Status
Personal Detail

48. Email
Web
Social
Ads
Ticket Buying Data
Favorite Players
Season Ticket Status
Personal Detail

50. Rule 3
OVERTURN

52. 80%
Of CEOs say they don’t trust CMOs
(vs. 91% that do trust their CFOs)
(Source: Fournaise Marketing Group)

53. 90%
Of marketers are not trained in
marketing performance and ROI
(Source: Fournaise Marketing Group)

57. A QUICK POLL – WHO REPORTS THE
FOLLOWING METRICS TO THEIR BUSINESS
LEADERSHIP:
1. Marketing generated revenue to date
2. Marketing generated pipeline to date
3. Customer lifetime value

58. “We forecast this
program to deliver
$1,069,240 in revenue
by 31 January 2018.

60. Rule 4
GO AGILE

61. TECHNOLOGY

62. Page 62
5,001.. 5,002.. 5,003..

63. 25% of us are using more
than 20 individual tools!
Martech Industry Council 2017 Survey

64. 53% of marketers surveyed
complained of too many
technologies, and problems
integrating technologies
Martech Industry Council 2017 Survey

65. We have to avoid “pointless point solutions”
Mitchell Mackay, Ansell

66. Event Team
View
CRM View
Marketing
Team View
Sales Team
View
Agency
View

68. Actual View

70. TEAM

76. Rule 5
GO FAST

80. 90%
Of CEO’s rated changing customer
behavior as the #1 priority - PwC

81. 81% of marketers say we “need to
change the structure and design of
our marketing organisation to meet
the needs of our business over the
next 3-5 years.”
Source: Economist Intelligence Unit

83. Everything
HAS CHANGED
The
Engagement
Economy

84. cconnell@marketo.com

85. WIN!

86. /chrisconnell
Chris Connell
Senior Director, Marketing
Marketo
cconnell@marketo.com