Innovation in the Nation - The Marketing First World - Sanjay Dholakia - Marketo
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Innovation in the Nation - The Marketing First World - Sanjay Dholakia - Marketo
- 1. The New Rules of Marketing Sanjay Dholakia Chief Marke+ng Officer Marketo @sdholakia #mktgna+on14
- 2. Marketo Company Overview 3,500 customers across 20+ industries in 36 countries Marketing First • Helping marketers master the art and science of digital marketing • Unparalleled expertise #1 independent marketing platform: • Marketing software - built for marketers, by marketers • Fastest growing marketing technology company • Largest partner solution ecosystem Top rated by Analysts including Sirius Decisions, Gartner, and Forrester Page 2 © 2013 Marketo, Inc. Marketo Proprietary and Confiden;al
- 4. Today’s Digital World has Made it Hard for Marketers 70% Of a customer’s journey today is self directed1 Marketo Proprietary and Confidential © 2014 Marketo, Inc. Page 4 2900 Marketing messages per day vying for your customer’s attention2 50% of all purchasing decisions are influenced by third-parties3 1. SuperProfile 2. Forrester 3. McKinsey Quarterly
- 5. The Rules of Marketing are Being Rewritten
- 6. Page 6 #mktgna;on14 @sdholakia © 2014 Marketo, Inc. It’s a Marketing First World
- 7. So, what are these new rules?
- 8. Find customers Page 8 © 2013 Marketo, Inc. Marketo Proprietary and Confiden;al Be found THEN NOW New Marketing Rule #0
- 9. Page 9 © 2013 Marketo, Inc. Marketo Proprietary and Confiden;al
- 10. Content Marketing for Attraction & Affinity Page 10 #mktgna;on14 @sdholakia © 2014 Marketo, Inc. Brand awareness Brand preference Risk reducCon Blogs Resource Center DefiniCve Guides Webinars Video
- 11. Reach & Engagement Social LiK Social LiK Social LiK Social LiK Social LiK Website Landing Pages Online Ads Email Facebook Pages Social LiK Events Social Marketing for Amplification & Reach
- 12. Demographic Behavioral TargeCng THEN Page 12 © 2013 Marketo, Inc. Marketo Proprietary and Confiden;al NOW New Marketing Rule #1
- 13. “Who I am is less important than what I do” Page 13 © 2013 Marketo, Inc. Marketo Proprietary and Confiden;al
- 14. © 2013 Marketo, Inc. Marketo Proprietary and Confiden;al
- 15. Page 15 #mktgna;on14 @sdholakia © 2014 Marketo, Inc. Behavioral Targeting Drives Relevance Top TacCcs to Increase Email Engagement
- 16. Page 16 #mktgna;on14 @sdholakia Epsilon Q4 2013 North America Email Trend Results © 2014 Marketo, Inc.
- 17. Mass AdverCsing Page 17 © 2013 Marketo, Inc. Marketo Proprietary and Confiden;al 1:1 CommunicaCon THEN NOW New Marketing Rule #2
- 19. Page 19 #mktgna;on14 @sdholakia © 2014 Marketo, Inc.
- 20. Panasonic Systems Communications Company Europe © 2013 Marketo, Inc. Marketo Proprietary and Confiden;al
- 21. Page 21 #mktgna;on14 @sdholakia © 2014 Marketo, Inc.
- 22. Page 22 #mktgna;on14 @sdholakia © 2014 Marketo, Inc. For visitors in B2C industries
- 23. Point in Cme Blasts ConCnuous RelaConships THEN Page 23 © 2013 Marketo, Inc. Marketo Proprietary and Confiden;al NOW New Marketing Rule #3
- 24. When it comes to markeCng, nobody wants to get blasted
- 25. © 2013 Marketo, Inc. Marketo Proprietary and Confiden;al
- 26. Page 26 #mktgna;on14 @sdholakia © 2014 Marketo, Inc. 2%
- 27. Page 27 #mktgna;on14 @sdholakia © 2014 Marketo, Inc. Nurturing: Building relaConships people over Cme through engaging conversaCon
- 28. Few / isolated channels Exploding / integrated Page 28 © 2013 Marketo, Inc. Marketo Proprietary and Confiden;al channels THEN NOW New Marketing Rule #4
- 29. Source: Pitney Bowes Infographic Page 29 © 2013 Marketo, Inc. Marketo Proprietary and Confiden;al
- 30. © 2013 Marketo, Inc. Marketo Proprietary and Confiden;al
- 31. IntuiCve decision making Data-‐driven automaCon THEN Page 31 © 2013 Marketo, Inc. Marketo Proprietary and Confiden;al NOW New Marketing Rule #5
- 32. Page 32 #MKTGNATION14 © 2014 Marketo, Inc.
- 33. Page 33 #mktgna;on14 @sdholakia © 2014 Marketo, Inc. Why Measuring Return is Hard • MulCple touches. 7 • Unclear success. Click • MulCple influencers. 5-‐21
- 34. Page 34 #mktgna;on14 @sdholakia © 2014 Marketo, Inc. Now We Can Track the Journey Screenshot: Marketo Revenue Cycle Analytics
- 35. © 2013 Marketo, Inc. Marketo Proprietary and Confiden;al
- 36. It’s a new world, with new rules THEN Page 36 © 2013 Marketo, Inc. Marketo Proprietary and Confiden;al NOW #1 #2 #3 #4 #5 Demographic Behavioral TargeCng Mass AdverCsing 1:1 CommunicaCon Point in Cme Blasts ConCnuous RelaConships Few / isolated channels Exploding / integrated channels IntuiCve decision making Data-‐driven automaCon #0 Find customers Be found
- 37. This is Engagement Marketing Engage Customers: • As individuals • Based on what they do • Continuously over time • Wherever they are • Always directed towards a goal • With measurable impact • At the speed of digital
- 38. Thank You Sanjay Dholakia @sdholakia sanjay@marketo.com #mktgnation14