Peter Bell Senior Director Product Marketing EMEA - Buyers Self-Directing Journey
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Partner Enablement Day 10 March -
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Peter Bell Senior Director Product Marketing EMEA - Buyers Self-Directing Journey
- 1. Peter Bell Senior Director, Product Marketing EMEA
- 2. Page 2© 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 4. Page 4Marketo Proprietary and Confidential | © Marketo, Inc. 3/10/2016 Buyers are Self-Directing Journeys 66% to 90% of a Buyer’s Journey Today is Self-Directed
- 6. Page 6Marketo Proprietary and Confidential | © Marketo, Inc. 3/10/2016 A Transformation in Customer Engagement Mass Marketing Focus on the message Transactional Marketing Focus on the upfront transactions Engagement Marketing Focus on long-term relationships
- 9. Audience Hub Customer System of Record / Single View Marketo Apps & Solutions Engagement Marketing Platform Data Filters & Synchronisation Triggers & Listeners
- 10. Page 10© 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 11. MARKETING FIRST Engagement will be the new basis of competitive advantage.
Editor's Notes
- Unicorns Dragons Tree Spirits Goblins Grifins
- Other possible content types: Calls to Action Social Posts Social Apps Display Ads Mobile Apps Videos Push Notifications White Papers Infographics Blogs Webinars Launch point eco-system partners: Analytics & Big Data Content Marketing Customer Data Events & Webinars Lifecycle Marketing Mobile Marketing Online Ads & DMPs Sales Tools Social Media Top of the Funnel Video Marketing E-Commerce ERP & CRM CMS & Translations
- Why now, we’ve been talking about this for years …..
- Very simple answer – stop spending so much time charting, spend more time listening 2 ears, 1 mouth Truism of building relationships As much about listening to the other person as talking about yourself Listen to what customers are saying and understand the journey they are on Only if we can listen and understand are we able to continue the conversation in a positive way <CLICK>To good news
- But, today’s mobile, social, digital world has made this really hard to create this virtuous cycle of customer success. First of all, your buyers are more empowered than ever before. They have 2900 messages per day that are vying for their attention so there is are lots of places that they can get information. And armed with this info, they are forming opinions and drawing conclusions well before they choose to interact with your brand. In fact if you look at some data points, from folks like Forrester, they say that anywhere from 66-90% of a buyers journey is self-directed before they interact with you. When they are interacting with your brand, at every stage of interaction, 87% percent of them demand something that is a meaningful, contextual, relevant experience (based on a recent report from Edelman). Given that there is lots of noise, the customer is self-directing their journey and the customer wants a personal interaction at every point of their journey, it’s now up to marketing, more than any other business function, to become the steward of the customer journey. In the past, sales was empowered and customer service interacted with the customers a lot, but given these trends, marketing is taking the lead, building a bond with customers and becoming the steward of the customer journey. Visual Note: Chevron and movement. Engagement Marketing bigger.
- Other possible content types: Calls to Action Social Posts Social Apps Display Ads Mobile Apps Videos Push Notifications White Papers Infographics Blogs Webinars Launch point eco-system partners: Analytics & Big Data Content Marketing Customer Data Events & Webinars Lifecycle Marketing Mobile Marketing Online Ads & DMPs Sales Tools Social Media Top of the Funnel Video Marketing E-Commerce ERP & CRM CMS & Translations
- Other possible content types: Calls to Action Social Posts Social Apps Display Ads Mobile Apps Videos Push Notifications White Papers Infographics Blogs Webinars Launch point eco-system partners: Analytics & Big Data Content Marketing Customer Data Events & Webinars Lifecycle Marketing Mobile Marketing Online Ads & DMPs Sales Tools Social Media Top of the Funnel Video Marketing E-Commerce ERP & CRM CMS & Translations